Culture is emerging as one of the strongest influences on travel decisions among Indian tourists, with heritage, festivals and regional cuisine increasingly shaping where they choose to holiday, according to The India Culture Travel Index launched by global travel app Skyscanner in New Delhi on Wednesday.
Based on a global survey of 2,000 Indian travellers conducted by OnePoll between June and July 2026, the report found that two-thirds of Indian travellers now plan their holidays around heritage, festivals and food. According to the survey, heritage sites are the strongest pull for culture-led trips, while social media platforms lead the discovery of these sites.
“Culture exploration is not just influencing travel, it is also deciding where the traveller goes. Eighty-four per cent of the survey respondents said their interest in cultural travel has grown while 46 per cent have already travelled internationally for a cultural event, festival or heritage trail,” said Neel Ghose, travel trends and destinations expert, Skyscanner India.
Two in five Indian travellers plan to take two culture-focused trips within India over the next year. The top Indian religious festivals driving destination choice include Durga Puja, Ganesh Chaturthi and Navratri Garba.
“A very stark difference we are seeing in our travellers is that a year ago, 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. Indian travellers are generally known for being very last-minute. However, when it comes to culture, we are noticing a completely different trend,” added Ghose.
Top domestic destinations for cultural travel include Kochi in Kerala, Udaipur in Rajasthan, Almora in Uttarakhand, Kolkata in West Bengal and Mumbai in Maharashtra.
Internationally, Japan ranked among the top destinations for experiences such as tea ceremonies and samurai history, while Thailand and Vietnam attracted visitors with their street food culture and traditional crafts. Italy’s Renaissance heritage, the UK’s royal history, literature and theatre, and France’s museums and culinary traditions also featured among preferred international cultural destinations.
Navina Jafa, an expert in heritage tourism, sustainability, cultural strategy and Kathak dance, said: “India’s cultural heritage is not only about monuments but also the ecosystems around heritage landscapes including creative skilled communities, cultural traditions, and living practices.”
