Skyscanner reveals 8 in 10 Indians plan trips around culture in 2025

Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) emerge as the top cultural spectacles.

Skyscanner recently released its latest Cultural Tourism report, highlighting a rising trend among Indians travelling in pursuit of authentic local heritage, traditions, and experiences. According to the findings, 82% of Indian travellers are very keen on visiting destinations primarily for their cultural offerings, with younger generations – Millennials (84%) and Gen Z (80%) leading this rising wave of cultural curiosity.

This enthusiasm is evolving into a quest for depth as many travellers define cultural tourism not by the sights they see but by the knowledge they gain, with 39% considering a trip successful when they return home having learnt something new about the place or its people.

The report also reveals a striking shift: 76% of Indian travellers have altered their travel plans to attend a cultural event, underlining how traditions and festivals are no longer side activities but central to holiday decisions. This cultural curiosity isn’t limited by geography. 7 in 10 travellers say they are open to exploring cultural experiences domestically and internationally. At its core, Indians are seeking authentic, immersive adventures that allow them to participate, learn, and return home with stories that truly feel transformative.

Some of the key findings are noted below:

- Over half of Indian travellers (55%) have attended local festivals, fairs, or cultural events.

- Durga Puja in Kolkata (53%), Lathmar Holi in Barsana (51%), and Onam in Kerala (35%) lead the list of occasions travellers are most eager to witness live this year.

- Beyond festivals, 53% of travellers are drawn to historical cities like Jaipur and Varanasi, while 39% are inspired to explore UNESCO World Heritage Sites such as Taj Mahal in Agra and Hampi in Karnataka. In fact, Skyscanner data shows searches to Varanasi, one of India’s most storied cultural cities, has risen by 76% for travel in 2025 compared to the previous year!

- Celebrated for their festive traditions, architectural grandeur, and local heritage, Kerala (32%) and Rajasthan (30%) have also emerged as India’s culture capitals.

Beyond these, travellers are curious to explore places that preserve traditions away from the crowds. A remarkable 93% are eager to seek out lesser-known destinations offering authentic cultural experiences, signalling a strong appetite for hidden gems where authentic traditions thrive away from crowded tourist trails.

“Indian travellers are moving beyond holidays taken only for leisure. The growing quest for depth has given rise to a new archetype – the culture curious traveller – one who seeks knowledge, connection and fulfilment,” said Neel Ghose, Skyscanner Travel Trends and Destinations Expert. “For them, success is measured in stories carried home that deepen their sense of people and place. Interestingly, our report also highlights that 71% prefer to travel with family, followed by 62% with friends, and 56% with a partner or spouse. This shows travel today is shifting from sights seen, to connections deepened — and Skyscanner’s all-in-one app makes it easier and more affordable to plan those meaningful journeys."

The report also shows that nearly 4 in 10 want to explore heritage villages or eco-cultural communities, while 38% are drawn to culinary trails revealing the historic roots of local cuisines.

Practical considerations that remain front and centre amongst Indian travellers are:

- Safety (45%) tops the list of considerations when choosing a cultural trip, followed by authenticity (33%) and seasonality (31%).

- 41% travellers start preparing one to two months ahead. Their inspiration is shaped by a mix of influences: 45% turn to social media, 39% rely on friends and family, and 27% use apps like Skyscanner to discover the right destinations and deals.

- When it comes to finalising plans, value remains top of mind, with 60% saying the best time to book festival flights is their most helpful planning insight, while 58% depend on fare comparisons to make smarter choices.