Culture Over Comfort: India’s 2025 Travel Boom Is Rooted in Tradition

Image Source: Travel Daily News

India’s travel landscape in 2025 is undergoing a profound transformation, with cultural tourism emerging as the dominant force shaping itineraries and experiences. According to Skyscanner’s newly released Cultural Tourism Report, published on September 9, 2025, a staggering 82 percent of Indian travellers now prioritize cultural richness over conventional leisure when planning their trips. This marks a significant shift from the past, where holidays were often synonymous with beaches, resorts, or quick getaways. Today, festivals, heritage sites, and authentic local traditions are the new compass guiding travel decisions.

The report, covered by NDTV Travel and News18 Lifestyle, reveals that this cultural renaissance is not just a passing trend—it’s a full-blown movement led by Millennials and Gen Z, who are redefining what it means to explore India.

Key Trends Shaping Cultural Tourism in 2025

1. Cultural Experiences Take Center Stage

82 percent of Indian travellers now plan trips based on cultural offerings
Among younger demographics, 84 percent of Millennials and 80 percent of Gen Z cite culture as their primary travel motivator
The shift reflects a growing desire for depth, connection, and meaning in travel

2. Festivals Drive Itineraries

76 percent of travellers have adjusted plans to attend cultural festivals
Top cultural events in demand include:
Durga Puja in Kolkata (53 percent)
Lathmar Holi in Barsana (51 percent)
Onam in Kerala (35 percent)
These festivals offer immersive experiences, from flower carpets and boat races in Kerala to the vibrant pandals of Kolkata and the playful rituals of Barsana’s Holi

3. Heritage Cities and UNESCO Sites Surge in Popularity

53 percent of travellers are drawn to historic cities like Jaipur and Varanasi
Searches for Varanasi have spiked 76 percent year-over-year
UNESCO World Heritage sites such as Hampi and the Taj Mahal are now top priorities for 39 percent of travellers
Emerging Preferences: From Hidden Gems to Family Bonds

4. Rise of the Culture-Curious Traveller

A new archetype is emerging: the culture-curious traveller who seeks knowledge, stories, and emotional connection
Success is measured not in luxury but in the richness of experiences and the depth of understanding gained

5. Hidden Cultural Hubs Gain Traction

93 percent of respondents are open to exploring lesser-known destinations if they offer authentic traditions
Villages, tribal regions, and offbeat towns are becoming hotspots for meaningful travel
Skyscanner’s ‘Explore Everywhere’ feature is helping travellers discover these underrated gems

6. Travel Companions Matter

71 percent prefer travelling with family
62 percent choose friends
56 percent opt for partners or spouses
This trend underscores the emotional and communal value of cultural journeys

Spotlight on Regional Icons

Kolkata during Durga Puja: A sensory overload of art, music, and devotion. Streets transform into galleries, and the city pulses with energy late into the night
Barsana’s Lathmar Holi: A playful yet deeply traditional celebration where women symbolically strike men with sticks amid clouds of colored powder
Kerala’s Onam: A cultural showcase featuring flower carpets, banana leaf feasts, and exhilarating snake boat races
Jaipur: The Pink City continues to enchant with its royal architecture, vibrant bazaars, and timeless charm

Conclusion: Culture Is the New Currency of Travel

India’s cultural tourism boom in 2025 is more than a trend—it’s a reawakening. Travellers are no longer content with surface-level sightseeing. They crave stories, rituals, and connections that enrich their understanding of India’s diverse heritage. With younger generations leading the charge and digital tools making discovery easier, the future of Indian travel is deeply rooted in its past.

Source: Skyscanner Cultural Tourism ReportNDTV Travel, 2025 and News18 Lifestyle.