Heritage Tourism: The Rising Passion of Indian Travellers in 2025
For most Indian travellers in 2025, the allure of exotic beaches or the luxury of high-end hotels is no longer the sole driver of their trips. Instead, an increasingly significant aspect has emerged: the desire to immerse themselves in living culture. A recent Cultural Tourism Report from Skyscanner reveals that a whopping 82% of Indians are planning journeys centered around festivals, heritage sites, and authentic traditions. This shift represents a major turning point in how Indians view travel—transforming it from a leisure activity into a meaningful exploration of culture and identity.
Heritage Tourism Takes Center Stage
As we step into this travel season, heritage tourism is gaining unprecedented popularity. The trend seems most pronounced among younger generations, with 84% of Millennials and 80% of Gen Z actively seeking what researchers call a “culture-curious” experience. They are looking for trips that resemble discovery quests rather than mere sightseeing. Interestingly, nearly 40% of these travellers define the success of their trips by their ability to learn something new about the local community or culture.
Festivals have emerged as a pivotal aspect of travel plans. According to Skyscanner, cultural events such as Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Kerala’s Onam (35%) rank high on the list of must-visit occasions for Indian travellers next year. It’s evident that the love for authentic experiences extends beyond just witnessing rituals: half of the travellers have already participated in fairs or festivals, and searches for Varanasi, recognized for its rich spiritual and cultural heritage, have skyrocketed by 76% in 2025.
The Allure of Historical Cities
While grand festivals attract many, they are just part of a broader trend. Historical cities like Jaipur, along with UNESCO World Heritage sites such as Hampi and the Taj Mahal, continue to pull in tourists. Kerala (32%) and Rajasthan (30%) are well on their way to becoming the leading cultural capitals of the country. Each destination tells its own unique story, enhancing the richness of the traveller’s experience.
Offbeat Travel: Gen Z’s New Go-To
A notable finding in the Skyscanner report is that 93% of travellers express a preference for off-the-beaten-path adventures, such as heritage villages, culinary trails, or eco-cultural hubs. This trend reflects a profound desire to connect with people who uphold traditions in their everyday lives.
To cater to this craving for hidden gems, tools like Skyscanner’s Explore Everywhere feature have surged in popularity, allowing adventurous souls to filter search results based on art, culture, and underrated locales. When planning outings, practical concerns also play a role. Safety tops the list of priorities (45%), followed by authenticity (33%) and seasonality (31%). Many travellers start planning trips a few months in advance, often seeking inspiration from social media (45%), friends and family (39%), or travel apps like Skyscanner (27%). Budgeting tips have also become essential, as six in ten travellers believe in the strategy of booking festival flights by examining “whole month” fare calendars to identify more economical days.
A Transformative Shift in Indian Tourism
Experts highlight that the unyielding shift towards cultural immersion may significantly redefine the economics of heritage tourism. Dr. Aditi Rawat from the Pahle India Foundation observes that consumers are transitioning from a model of passive sightseeing to one focused on immersive storytelling. “Travellers are seeking narratives woven by the people and traditions that embody the monuments they visit,” she notes.
Government initiatives like Dekho Apna Desh and Swadesh Darshan 2.0 are bolstering this heritage tourism trend. They are creating opportunities for tourists to explore small towns, tribal festivals, and local arts, all while making these rich experiences more accessible. For the modern traveller, the incentives are clear: journeys that gift them with stories that are worth sharing, strengthening connections to culture and community. As Skyscanner’s Neel Ghose aptly puts it, “Travel today is shifting from sights seen to connections deepened.”
For Additional Insights
Stay tuned for more intriguing updates by reading about other regions and their cultural significance. This evolving travel landscape promises to enrich both the traveller and the communities they engage with, creating a more meaningful way to explore India’s vast wealth of heritage and tradition.
