A recent report by Skyscanner reveals a significant shift in Indian travel preferences, with 67% of travellers now planning holidays centred on cultural experiences such as heritage, festivals, and food. The India Culture Travel Index highlights a growing trend where culture is not just an add-on but the main reason for travel.

The report identifies five key trends driving this movement, collectively termed R.O.O.T.S. Heritage remains the strongest motivator, with 47% of travellers planning trips around historical sites, particularly in Kerala, Rajasthan, and Uttarakhand. Open discovery is also on the rise, with 42% of travellers influenced by social media and YouTube, and 41% drawn to food, craft, and heritage trails.

Festival tourism is another major driver, with 72% of travellers willing to plan trips around cultural or religious festivals. Iconic events like Durga Puja, Ganesh Chaturthi, and Navratri Garba are top attractions. Additionally, 43% of travellers are keen on regional food experiences, indicating a desire to connect with local traditions and flavours.

Planning is becoming more strategic, with 40% of travellers starting their arrangements three to six months in advance. Festival timing and affordability are key considerations, with Skyscanner's tools like Price Alerts aiding in cost-effective planning.

Neel Ghose from Skyscanner India notes, "Travellers are starting with the experience they want and then building the trip around it." Dr Navina Jafa adds that this trend underscores the need for investment in India's cultural heritage, offering opportunities for economic growth and conservation.

As interest in culture-led travel grows, Skyscanner continues to guide travellers in exploring India's rich cultural landscape

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.