Skyscanner Index Reveals Indian Travellers Prioritise Culture, Plan Earlier

Culture Drives Indian Travel Choices

Skyscanner launched "The India Culture Travel Index" in New Delhi on Wednesday, 5 August 2026, revealing culture as a primary driver for Indian travel choices.

The report, based on a global survey of 2,000 Indian travellers conducted by OnePoll between June and July 2026, found that two-thirds of Indian travellers now organise their holidays around heritage, festivals, and regional cuisine.

Heritage sites emerged as the strongest draw for culturally motivated trips, with social media platforms playing a significant role in helping travellers find these locations. Neel Ghose, travel trends and destinations expert at Skyscanner India, stated that cultural exploration influences not only the decision to travel but also the specific destination chosen.

This marks a clear trend where cultural elements are moving from supplementary interests to core planning considerations for a substantial segment of the Indian travel market.

Domestic Cultural Pursuits Gain Momentum

Ghose further noted that 84% of survey respondents reported an increased interest in cultural travel, with 46% having already undertaken international travel specifically for a cultural event, festival, or heritage route. Domestically, the index highlights that two in five Indian travellers intend to undertake two culture-focused trips within India during the coming year.

Key Indian religious festivals significantly influence destination selection, including Durga Puja, Ganesh Chaturthi, and Navratri Garba. The top domestic destinations cited for cultural travel are Kochi in Kerala, Udaipur in Rajasthan, Almora in Uttarakhand, Kolkata in West Bengal, and Mumbai in Maharashtra, demonstrating the breadth of cultural appeal across the country.

This strong domestic focus underscores the rich variety of cultural offerings within India itself, drawing significant interest from its own populace.

International Destinations and Evolving Planning Habits

Internationally, Japan emerged as a preferred destination for specific cultural activities such as tea ceremonies and samurai history. Nearby, Thailand and Vietnam attracted visitors with their distinct street food culture and traditional crafts.

European destinations also featured prominently in the preferences of Indian cultural travellers: Italy was recognised for its Renaissance heritage, the United Kingdom for its royal history, literature, and theatre, and France for its museums and culinary traditions. Beyond destination preferences, Ghose highlighted a significant change in planning habits.

He observed that "a year ago [2025], 41 per cent planned in the last two months, now we see travellers are much more intentional.

So, 40 per cent of travellers are planning three to six months in advance." This shift contrasts sharply with the previously noted tendency for Indian travellers to book at short notice, particularly when cultural pursuits are the primary focus of their travels.

Implications for the Travel Industry

Navina Jafa, an expert in heritage tourism, sustainability, cultural strategy, and Kathak dance, commented on the comprehensive nature of India's cultural heritage. She explained that it encompasses not just monuments but also the broader ecosystems surrounding heritage landscapes, including creative skilled communities, cultural traditions, and living practices.

The findings from Skyscanner's index demonstrate a clear and growing segment of Indian travellers who prioritise cultural engagement.

This trend suggests that travel operators, destination marketing organisations, and hospitality providers should tailor their offerings to cater to specific cultural interests, from festivals and historical sites to regional food and traditional crafts.

The observed shift towards earlier booking for cultural trips also presents an opportunity for travel businesses to engage with consumers further in advance, potentially through curated itineraries and specialised packages that highlight unique cultural elements.

This evolving behaviour warrants close attention from the travel industry to align product development and marketing efforts with these emerging preferences.