From Itinerary to Identity
For Gen Z and Millennials, travel is becoming a powerful form of self-expression. [11] Research shows that a vast majority of young travellers feel their trips reflect who they are, with many seeing it as essential to their personal growth. [5, 11] This
marks a significant shift from simply seeing the world to experiencing it in a way that aligns with their personal identity. Instead of asking "Where should I go?", they're asking "What do I love, and where can I do it?". This has led to the rise of what the travel industry calls “passion pursuits” or hobby-led holidays. [2] The planning process itself is being flipped: for many, the activity is booked before the flight. [5, 11]
Set-Jetting: From Watchlists to Bucket Lists
The line between the screen and the suitcase has blurred, giving rise to 'set-jetting'. More than ever, what young Indians watch on streaming platforms and in cinemas is dictating their travel plans. [17, 22] According to one report, a staggering 94% of Indian travellers are inspired by destinations they see on screen, with a majority going on to book a trip. [17] Shows like 'Emily in Paris' and 'The White Lotus', and blockbuster films like 'Yeh Jawaani Hai Deewani' and 'Zindagi Na Milegi Dobara' have turned filming locations into major tourist draws. [17, 25] It’s not just about seeing a landmark; it's about stepping into a story and experiencing the world of a favourite character. [17, 25]
A Feast for the Senses
Culinary tourism is booming, with food becoming a primary motivation for travel among young Indians. [13, 18] Many travellers are now planning entire holidays around food, from exploring street food tours to booking immersive cooking workshops. [2, 10] Reports indicate that a high percentage of travellers are keen on exploring local cuisines and that food-specific destinations are in high demand. [10, 13] This trend extends beyond just dining; it’s about discovering a culture through its flavours. So-called 'grocery tourism' has also taken off, with travellers exploring local supermarkets to find unique ingredients and 'shelfie souvenirs' to bring a taste of their trip home. [21]
Following the Beat
Music is another powerful driver of travel for India's youth. The concept of music tourism is rapidly growing, with hundreds of thousands of fans travelling across cities to attend concerts and festivals. [7, 9] In 2025 alone, over 5.6 lakh Indians travelled for concerts, creating mini-economies around these events that benefit hotels, transport, and local businesses. [7, 9] This isn't just about seeing a favourite band; it's about the entire experience. The growth of large-scale festivals like Lollapalooza and Sunburn, combined with a surge in international artists touring India, has made the country a significant hub for music-led travel. [12, 14] This trend is prominent among those aged 18-34, who are the core audience for these live events. [12]
The Why Behind the Wanderlust
This shift towards passion-led travel is driven by a desire for more meaningful and authentic experiences, moving away from what some see as 'performative' travel. [2] After years of restrictions, young people are craving connection and personal fulfilment. Social media plays a huge role, not just for sharing photos, but for discovering niche interests and communities. [8] Young travellers are prioritising their spending on unique experiences, activities, and food, rather than just luxury transport or accommodation. [8] This quest for authenticity also sees a rising interest in rural getaways and off-the-beaten-path destinations, as travellers seek a deeper connection with the places they visit. [4, 5]
