From Tourist to Traveller
For decades, the quintessential Indian international holiday was a whirlwind tour of famous sights. It was about covering maximum ground, collecting passport stamps, and proving you’d ‘seen’ the world. But a significant shift is underway. Today’s traveller
is less interested in just seeing monuments and more focused on engaging with a destination’s soul. They are trading rushed, multi-city itineraries for slower, more meaningful stays in one or two places. This evolution marks a departure from passive observation to active participation, driven by a desire for genuine connection and lasting memories over fleeting photo opportunities.
The Rise of the Experience Hunter
So, what are they seeking instead? The answer is experiences that are authentic, immersive, and personal. Culinary tourism has exploded, with reports showing that up to 40% of Indian travellers now choose destinations based on their food culture. This goes beyond just eating at nice restaurants; it involves taking cooking classes, exploring local markets, and even going on dedicated food walks. Another major trend is wellness travel, with a growing number of people heading to destinations like Bali and Thailand for yoga retreats and digital detoxes. Adventure travel is also booming, especially among younger demographics who seek everything from wildlife safaris in Africa to trekking in less-explored parts of Asia. In essence, the goal is no longer just to visit a place, but to live it, learn from it, and come back with a story to tell.
What's Fuelling This Change?
Several factors are driving this transformation. The most significant is the changing demographic of the Indian traveller. A recent report highlighted that millennials and Gen Z accounted for nine out of ten international trips from India in 2025. This younger, digitally-savvy generation values experiences over possessions and is heavily influenced by social media, which showcases a world of authentic adventures beyond the typical tourist trail. Rising disposable incomes also play a crucial role, allowing travellers to spend more on curated, niche experiences. Furthermore, there is a growing trend of solo travel, with data showing a significant increase in Indians, including women, choosing to explore the world on their own terms, driven by a desire for self-discovery and freedom.
Beyond the Usual Suspects
This craving for authenticity is also changing where Indians are going. While mainstays like Dubai, Singapore, and Thailand remain popular due to visa-friendly policies and direct flights, there's a growing appetite for the unconventional. Destinations across Eastern Europe, Central Asia, and Africa are seeing a surge in interest. A report from 2023 noted that 94% of Indian respondents wanted to travel to a lesser-known destination. They are drawn to places that offer unique cultural encounters and the feeling of being an explorer rather than just another tourist. This includes supporting local communities and businesses, with surveys showing that 95% of Indian travellers want to engage in cultural exchange and 94% make an effort to shop at small, independent stores.
