The Challenge of 'Overtourism'
For years, destinations like Shimla, Manali, Goa, and Jaipur have been the default choice for Indian holidaymakers. However, their popularity has come at a cost. Overtourism, where the sheer volume of visitors strains infrastructure and degrades the experience,
is a growing problem. Peak seasons in these locations are now synonymous with congested streets, fully booked hotels, overflowing waste bins, and a general sense of chaos that is the opposite of a relaxing getaway. Iconic spots from the ghats of Varanasi to the beaches of Goa now often feel claustrophobic, prompting many to ask if the experience is worth the hassle.
What's Driving the Great Escape?
Several factors are fuelling this shift away from the mainstream. The post-pandemic world has left travellers with a greater appreciation for space and a desire to avoid dense crowds. This is coupled with a growing preference for sustainable and responsible travel, with one report noting that 97% of Indian travellers intend to travel more sustainably. The search for authenticity is another major driver. Instead of checklist-style tourism, many now seek immersive cultural experiences, a trend sometimes called “hushpitality”—travel focused on quiet, nature, and relaxation. The rise of remote work has also enabled longer, more flexible trips, making it easier to explore destinations that are further afield and less commercially developed.
The Rise of Alternate Destinations
As travellers look beyond the obvious, a new map of Indian tourism is emerging. The pristine landscapes of Meghalaya, with its living root bridges, and Arunachal Pradesh's Ziro Valley are gaining traction. In the south, the well-trodden paths of Goa are being bypassed for the quieter beaches of Gokarna in Karnataka or the cultural richness of Hampi. Even within popular states, the trend is visible. Instead of Shimla, travellers are exploring nearby Mashobra or Narkanda. Rather than mainstream hill stations, places like Shitlakhet in Uttarakhand are seeing increased interest. The focus is shifting towards destinations that offer unique local experiences, from the river island of Majuli in Assam to the serene backwaters of Kerala, with Kochi gaining global recognition as a trending spot.
A New Way to Travel
This evolving preference is not just changing where people go, but how they stay. The homestay sector has seen explosive growth, with an 85% increase in India in 2022 compared to just 25% for hotels. Homestays offer a more intimate and authentic connection to a place, allowing travellers to engage with local communities and contribute directly to the local economy. This model supports a more sustainable form of tourism, spreading its economic benefits beyond concentrated urban hubs. Travellers are increasingly opting for slower-paced itineraries, choosing to stay longer in one place rather than rushing through multiple cities. The goal is no longer to just see a place, but to experience it, whether that means enjoying local cuisine, learning about regional crafts, or simply having the time to unwind.
