The Skyscanner Travel Trends 2025 Report

The popular booking platform Skyscanner’s 2025 Travel Trends Report highlights culture as one of the strongest influences shaping global tourism. In India, the trend is particularly pronounced: 58% of travellers cite culture as the most important factor when choosing a destination, with 84% of Millennials and 80% of Gen Z leading this cultural shift. Also 88% of Indian travellers are inspired to book a trip abroad based on locations from their favourite video game.

This surge in interest in arts and culture tourism signals a major opportunity for the sector. Travellers are not only seeking festivals and heritage experiences but also immersive, meaningful engagements that add value to their lives. The price-conscious Indian traveller is increasingly willing to spend more when travel offers depth, learning, and enrichment. Notably, 71% prefer to travel with family, 62% with friends, and 56% with spouses, underscoring the need for carefully tailored, niche experiences that align with group dynamics.

Having experienced India’s longstanding festivals and celebrations, travellers are now looking for something beyond the familiar, experiences that deliver a sense of discovery and novelty. This is a clear opening for the events and cultural sector to step in. By developing new IPs that resonate with local identity while appealing to global sensibilities, stakeholders can redefine India’s festival landscape, positioning it as both authentic and future-forward.