Gen Z and millennials lead the charge in India’s cultural tourism boom

In an age of over-touristed locations and mass-produced holiday packages, Indian tourists, especially Gen Z and millennials, are going about their travel in a new audacious way. They are making cultural experiences the prime focus of their vacations, seeking original interactions with indigenous culture, tradition, and festivals. This change is echoed in Skyscanner's most recent Cultural Tourism Report, which identifies that 82% of Indian travelers are making cultural depth the priority for their travel. Culture is no longer an add-on activity on vacation; it's become the event.

The emerging trend of festival-focused tourism

Cultural travel, particularly festival-based, is experiencing unprecedented expansion. From the colorful streets of Kolkata during to the vibrant celebration of Lathmar Holi in Barsana, festivals are no longer afterthoughts to a trip but the whole purpose of it. So much so that almost 55% of Indian travelers surveyed have already visited fairs or festivals, demonstrating the increasing desire for experiences that get them in touch with the essence of the destination.

Tourism these days is more about feeling the essence of a place through its festivals, local customs, and historical sites. It is not only observed in cross-country travel but is increasing locally as well, where individuals are heading out to new cities and towns for major festivals. The celebratory culture, rituals, and local touches associated with these festivities provide an unmatched insight into the culture and heritage of an area.

Top spots: Varanasi, Jaipur and Beyond

Among India's top spots for cultural travel, Varanasi stands apart. According to the Skyscanner report, the historic city has registered a 76% increase in search interest for 2025, emerging as the cultural traveler's most sought-after destination. Varanasi, with its religious importance and eternal rituals, is an ideal spot for experiencing a living culture.

Close to its heels are Jaipur, Agra, and Hampi, cities that provide a treat of architectural marvels, history, and local celebrations. Jaipur's forts and palaces get a new life during the popular Kite Festival, while Agra provides an opportunity to see the grandeur of Mughal history, along with traditional fairs and local enactments. Likewise, Hampi, with its ancient temples and monuments, offers a peaceful yet culturally rewarding experience, particularly during festivals like Vijayanagar Utsav.

This movement towards heritage tourism also manifests itself in Tier 2 and Tier 3 cities, where millennials and Gen Z are discovering lesser known but culturally significant destinations. Indore, Jaipur, and Kochi are fast emerging as cultural destinations, heightening local issues and formulating new stories for tourists to uncover.

Why Gen Z and Millennials are leading the charge

It is Gen Z and millennials that lead much of the demand for cultural experiences. As digital natives, these generations crave greater engagement with what they visit and are more inclined to place a premium on authenticity and immersion in culture rather than typical tourist activities.

This age demographic is also extremely networked via social media, where cultural activities are being shared and commemorated greater than ever previously. Social media platforms such as Instagram, YouTube, and TikTok have shifted the focus to obscure festivals and indigenous experiences, making them incredibly popular.

The growing influence of cultural travel

Cultural tourism isn't merely about seeing ancient ruins and visiting historic landmarks, it's about creating emotional and individual ties with the people, the culture, and the traditions that define the destination. As more young travellers look to cultural experience as a means of learning, expansion, and connection, the tourism sector is adapting to respond.

Indian towns and cities are seeing the economic value of cultural tourism and are tailoring their products to accommodate this new generation of visitor. From food walking tours to heritage walks and small-scale cultural events, these offerings are being integrated into the fabric of Indian tourism. And with the increased interest from young travelers, the future of Indian travel will be more diverse, experiential, and community based.

With Gen Z and millennials redefining the travel space, it is certain that cultural tourism is here to stay. With almost 82% of Indian travelers looking for heritage-packed experiences, there will only be a greater demand for local festivals, fairs, and cultural events. So, if you are planning your next vacation, why don't you include a festival or local experience in your plans? From dancing at Kolkata's Durga Puja to wandering through the spiritual alleys of Varanasi, India's cultural treasures lie waiting to be discovered.