A Shift in How We Travel
There's a significant shift happening in how Indians explore their own country. While historical monuments and famous landmarks remain popular, a growing number of travellers are now prioritizing experiences over destinations. According to the recently
launched India Culture Travel Index by Skyscanner, culture is no longer a secondary part of the itinerary; it's becoming the main reason for the trip. The report, unveiled in New Delhi on July 29, 2026, found that a remarkable 84% of Indian travellers are choosing to travel within the country specifically to explore its diverse culture. Furthermore, 67% of travellers said they would actively plan a holiday around at least one key cultural experience, such as a festival, a culinary trail, or a heritage site. This indicates that the journey's purpose is increasingly about immersion and authentic connection.
What Is the Culture Travel Index?
The India Culture Travel Index is not a booking tool, but a comprehensive report that analyzes the evolving behaviours and motivations driving culture-led travel across India. Based on a survey of 2,000 regular Indian travellers, the index identifies the key pillars of modern cultural tourism: heritage, festivals, and food. It reveals a clear trend where travellers are deciding on the cultural experience they want first, and then selecting the destination that offers it. For instance, instead of simply booking a trip to Rajasthan, a traveller might plan their visit specifically to coincide with the Pushkar Camel Fair or to explore the region's unique culinary traditions. The index highlights that heritage and historical sites are the strongest single motivator, but festivals and food are rapidly growing as primary drivers for travel decisions.
Festivals as the Main Attraction
Festival tourism is experiencing a massive surge in popularity. The index reveals that 72% of Indian travellers are either planning or considering a trip specifically to attend a major religious or cultural festival. These events are increasingly seen as unmissable, once-in-a-year experiences worth designing an entire holiday around. According to the data, Durga Puja in West Bengal is the top festival travellers would consider attending, with 58% showing interest. It is followed closely by Ganesh Chaturthi (52%), particularly in Maharashtra, and Navratri Garba (47%) in Gujarat. This shows a desire to move beyond casual observation and actively participate in the vibrant, dynamic traditions that define India's cultural landscape. Planning for such trips requires booking accommodation and transport well in advance, as these festivals draw huge crowds.
A Journey for Your Taste Buds
Alongside festivals, food has become a powerful force in travel planning. Culinary tourism is about more than just dining out; it involves exploring a destination through its unique flavours, from street food stalls to regional specialties passed down through generations. The rise of social media, YouTube food vloggers, and dedicated culinary trails has made local cuisines more accessible and aspirational than ever. The report notes that the growing popularity of food, craft, and heritage trails is one of the biggest drivers of cultural travel. This trend is pushing travellers to explore Tier 2 and Tier 3 towns, moving beyond the usual metro circuit to discover authentic dishes and the stories behind them. For many, a successful trip is now measured by the new flavours they discovered and the culinary knowledge they gained.
