Indian travellers are increasingly letting culture shape not just how they travel but where they travel with heritage, festivals and regional cuisine emerging as the primary drivers of destination choice, according to The India Culture Travel Index launched by global travel app Skyscanner in New Delhi recently.
The findings uncover five defining trends that together form what has been termed as ‘R.O.O.T.S.’ of India’s growing culture-led travel movement. The findings are based on a survey of 2,000 Indian travellers conducted by OnePoll between June and July 2026.
The study shows that heritage has emerged as the strongest motivation for cultural holidays, with 47 per cent of respondents saying they would plan a trip around heritage and historical sites.
“Culture is no longer just an influence on travel decisions, it has become the defining factor in where people choose to go. Our research shows that 84 per cent of Indian travellers have developed a stronger interest in culture-led travel, while nearly half have already travelled overseas specifically for a cultural event, festival or heritage trail,” said Neel Ghose, Travel Trends and Destinations Expert at Skyscanner India.
The report also highlights a growing openness among Indian travellers to discover destinations through immersive cultural experiences rather than conventional sightseeing. Social media platforms and YouTube have become the biggest sources of inspiration, with 42 per cent of respondents relying on them to discover new cultural experiences. At the same time, food, craft and heritage trails are influencing travel decisions for 41 per cent of travellers. The appetite for cultural exploration extends beyond India’s borders, with 46 per cent of respondents having already travelled internationally for a cultural event, festival or heritage trail, while another 43 per cent aspire to do so in the future. Within India, one in four travellers is venturing beyond metropolitan cities to Tier II and Tier III destinations in search of authentic cultural experiences.
Festival tourism is emerging as another major driver of travel demand. Nearly three-quarters (72 per cent) of Indian travellers said they would consider planning a holiday specifically to attend a major cultural or religious festival. Durga Puja topped the list of festivals influencing travel decisions, with 58 per cent of respondents expressing interest in travelling for the celebration, followed by Ganesh Chaturthi (52 per cent) and Navratri Garba (47 per cent). The findings suggest that travellers are increasingly planning entire holidays around these limited-period cultural experiences rather than treating festivals as incidental attractions.
Regional cuisine, local crafts and traditional lifestyles are also playing an increasingly important role in destination selection. The survey found that 43 per cent of Indian travellers would plan a trip specifically to experience regional food, highlighting a growing preference for journeys that provide authentic connections with a destination’s flavours, traditions and local way of life.
The report further indicates that culture-led travel is encouraging more thoughtful travel planning. Around 40 per cent of respondents begin planning such trips three to six months in advance, while another 36 per cent start preparations one to three months before departure. Festival schedules have become the single biggest factor influencing bookings, with 36 per cent of travellers prioritising availability during key cultural events, followed by affordable transport and accommodation, cited by 32 per cent of respondents. Together, these trends suggest that cultural experiences are reshaping not only where Indians travel, but also how they discover destinations, plan their journeys and engage with local communities.
“We are witnessing Indian travellers reconnecting with their roots through travel. Culture has always been part of our lives, but people are now making a conscious effort to explore the traditions, heritage and local experiences they have grown up with. In many ways, they are rediscovering themselves through these journeys,” Ghose said.
The report also highlights growing demand for domestic cultural tourism. Two in five Indian travellers intend to undertake at least two culture-focused trips within the country over the next year. Religious and cultural festivals are also influencing travel decisions, with Durga Puja, Ganesh Chaturthi and Navratri Garba emerging as the leading festivals driving destination choice.
Among domestic destinations, Kochi, Udaipur, Almora, Kolkata and Mumbai emerged as the leading choices for culture-focused travel, offering a blend of heritage, architecture, cuisine, festivals and local traditions. Internationally, Japan, Thailand, Vietnam, Italy, the United Kingdom and France remained popular for their art, architecture, history, literature and culinary traditions.
“We are also seeing a significant shift towards international travel. Earlier, domestic searches accounted for nearly 80 per cent of travel interest, with international destinations making up the remaining 20 per cent. Today, that split is approaching 50:50, reflecting growing confidence among Indian travellers to explore destinations abroad,” he said.
The findings underline the growing evolution of the Indian traveller, with authentic experiences, local storytelling and cultural immersion increasingly replacing conventional sightseeing as the primary motivation for travel.