indian travel trends

From India to the world: Unleashing the potential of India’s tourists

Boosted by rising economic prosperity  and a fast-growing economy, India is set to be an important global source market for leisure travel. India is now the fifth-largest economy, and its population has surpassed China’s to become the largest in the world, at over 1.4 billion people. 1 World Bank national accounts data, GDP (current US$) India, accessed September 2023; World population prospects 2022 , United Nations Department of Economic and Social Affairs, Population Division, 2022. And the population is young—the median age is 27.6, more than ten years younger than that of most major economies. 2 World population prospects 2022 . What's more, consumption of goods and services, including leisure and recreation, is forecast to double by 2030. 3 “India’s impending economic boom,” Morgan Stanley, November 8, 2022. Adding a strong postpandemic travel recovery, and a growing appetite for international travel, these factors point to India’s significant potential for outbound tourism.

India is now the fifth-largest economy, and its population has surpassed China’s to become the largest in the world, at over 1.4 billion people.

Through nine charts, this article unpacks trends and opportunities in the Indian travel market. Selected country examples shed light on how destinations can enhance their value propositions to attract and delight Indian travelers.

Indian globetrotters set to soar

Racing ahead: indian wanderlust is taking off, top picks: united arab emirates reigns, new gems discovered, regional flavors; global explorers.

Indian travelers are not a homogenous group; destination preferences vary across regions. For example, travelers from North India constitute a large share of travel to the United States and Canada, while two-thirds of travelers from Kerala prefer destinations in the Middle East. 1 India tourism statistics 2020 , Ministry of Tourism, Government of India, January 2021; MarketIS. Purpose of travel, distribution of the diaspora, and cultural linkages play a role in destination choice.

Destination matchmaking: Five ways to build value

Destinations looking to harness the full potential of the growing Indian market could consider tailoring their value propositions in alignment with one or more of the five key decision points that influence where travelers choose to go. Destinations might ask the following questions to determine which factors align with what Indian travelers look for when planning a trip.

• Research. How attractive and popular is the destination with Indian tourists?
• Accessibility. Is it easy to obtain a travel visa?
• Connectivity. Are there convenient flights that connect India to the destination?
• Booking. Is the destination affordable for Indian travelers, and is there an adequate supply of hotels in the appropriate price range?
• Travel experience. What is the on-the-ground experience like for Indian tourists in terms of weather, attractions, and whether or not the local population is English speaking?

There’s something for everyone in Thailand

Azerbaijan’s visa policy wows indian travelers, vietnam takes off: direct flights skyrocket arrivals.

In 2019, Kolkata was the only city in India with direct connectivity to Vietnam, and three other Indian cities offered sporadic flights. To stand out from Southeast Asia neighbors and gain popularity with Indian travelers, Vietnam improved direct connectivity from India by increasing flight frequency and adding new routes. Indian arrivals are now at an all-time high. 1 Data from Google trends and Diio Mi.

The luxury of Dubai is within reach

In 2022, India was the largest source market for leisure travelers to Dubai. 1 “1.24 million Indian tourists visit Dubai in first 9 months of 2022,” Business Standard , December 10, 2022. The city is known for its luxury offerings and, perhaps surprisingly, also offers a wide range of accommodations, such as 3-star options. And flights from India are affordable when compared with flights of similar distances. Taken together, these factors make the luxury of Dubai accessible to Indian travelers. 2 MarketIS.

Bollywood magic in Switzerland

While only 9 percent of Indian travelers focus on long-haul destinations in Western Europe, Switzerland has been an Indian top-20 destination for over a decade. Switzerland may be popular, as it feels familiar to Indian travelers: many Bollywood hits feature Swiss attractions, there are plenty of Indian restaurants and cultural festivals, and English is widely spoken. 1 “Switzerland and romantic songs of Indian movies,” Solo Backpacker, September 20, 2019; India-Switzerland relations , Ministry of External Affairs, Government of India, February, 2020; Festival of India in Switzerland and Liechtenstein – Events , Ministry of Culture, Government of India, 2018; Swiss hospitality for Indian guests , a joint report from HotellerieSuisse, Berne and Switzerland Tourism, November, 2019.

Namaste, India!

India is a high-potential, growing source market for leisure travel. Destinations looking to attract Indian leisure travelers could consider targeted marketing, an expanded range of affordable options, and customized on-the-ground hospitality that caters to Indian preferences. Destinations may need to take steps now to build a strong value proposition and distinguish themselves as a preferred location. To do so, they could take action in the following areas:

Destinations looking to attract Indian leisure travelers could consider targeted marketing, an expanded range of affordable options, and customized on-the-ground hospitality.

• Connect. Make travel seamless, for instance, by simplifying visa application processes and providing direct connectivity.
• Entice. Offer affordable packages with a range of choices that appeal to specific groups, such as families, couples, or solo travelers.
• Welcome. Make the experience traveler-friendly, for example, by providing appropriate food and beverage options like vegetarian and Indian cuisine.
• Attract . Design targeted campaigns to showcase experiences that Indian travelers want, and use appropriate channels to get the word out, for example leveraging over-the-air partnerships and social media.
• Unlock. Include the MICE (meetings, incentives, conferences, and exhibitions) and business tourism segments in marketing efforts to boost interest in leisure travel.

Divya Aggarwal is an associate partner in McKinsey’s Gurugram office, Margaux Constantin is a partner in the Dubai office, and Kanika Kalra is a partner in the Mumbai office, where Neelesh Mundra is a senior partner.

The authors wish to thank Ashu Airan, Steffen Köpke, Richa Kothari, Karthik Krishnan, Kargil Mishra, and Jean Petersen for their contributions to this article.

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Travel Trends 2024 for India: Latest Hotspots, Retro Tech and Celebratory Events

Travel trends 2024 for india show a relentless drive for the new – a diverse range of experiences and destinations, catering to niche interests and clear preferences..

Key Destinations for 2024 are based on trending hotspots and emerging patterns. A report from Thomas Cook reveals that in 2024, a sustained surge in demand from the dynamic Indian market is expected, along with an unwavering appetite for exploration. This report indicates that with experiential travel being a key driver for over 78% of its respondents in its report, the deep desire to explore fresh and unique bucket-list opportunities resonated with 65% of travellers. 

Observing similar trends is a report from Agoda, which highlights that picturesque nature destinations dominate its top five list with Ahmedabad showing a 44% increase in searches, Kodaikanal experiencing a 35% increase and hill stations Mahabaleshwar and Ooty, rising by 22% and 21% respectively. Kodaikanal’s unspoiled natural beauty has experienced a notable uptick in interest and Mahabaleshwar and Ooty are also capturing attention for their distinct attractions, ranging from Mahabaleshwar’s sweeping hill vistas to Ooty’s captivating colonial-era ambience and tea plantations.

Trends suggest that Indian destinations that sport a calendar of events are likely to be big draws. Destinations that present new themes and showcases, hold big-league activities or are in the news for new developments or excite with new cultural travel circuits are likely to drive traffic on account of their popularity on social media.

This is underscored by a Thomas Cook report that event-based travel is emerging as a significant trend, driven by the enthusiasm of millennials, young professionals, and Gen Z. Their keen interest in the thrill of live concerts, events, and cultural immersion is poised to be a driving force for travel in the upcoming year.

The four top spots for 2024 are Ahmedabad, Mumbai, Rajasthan and Arunachal Pradesh.

Ahmedabad is among the top Indian cities experiencing a surge in popularity among travellers, based on increasing search trends observed over the past year by Agoda. Ahmedabad saw a remarkable 44% increase in searches, partly attributed to its status as Gujarat’s financial hub and its role as the host city for the 2023 Cricket World Cup, further boosting its appeal to Indian travellers.

Declared India’s first UNESCO World Heritage City, Ahmedabad also houses many museums and art galleries that showcase the rich history and art of the region. The city’s recent developments in modern infrastructure, alongside its historic sites, provide a unique blend of old-world charm and new-age advancements.

Mumbai, often referred to as the city that never sleeps, emerges as a central hub for cultural and music enthusiasts. The global music festival Lollapalooza is set to grace Mumbai with performances from iconic artists like the Jonas Brothers and Anoushka Shankar, offering a perfect blend of Western and traditional music.

Mumbai’s charm extends to its iconic spots like Marine Drive, Shaniwar Wada, Lonavala, and Matheran, each offering a unique glimpse into the city’s dynamic personality.

Moving to the west, Rajasthan, the desert state of India, showcases its vibrant culture and colourful festivals. The Desert Festival in Jaisalmer is a cultural extravaganza, that brings traditional art forms and folk music to life. The state is also known for its rich history, home to nine UNESCO World Heritage Sites including the majestic Chittorgarh Fort and the astronomical wonder, Jantar Mantar.

Rajasthan’s architectural marvels like Hawa Mahal and Mehrangarh Fort are testimonies to its grandeur and historical significance.  

Arunachal Pradesh

In the northeast, Arunachal Pradesh, the ‘Land of Dawn-lit Mountains’, is a treasure trove of biodiversity and tribal culture. Known for hosting over 500 rare species of orchids in its dense jungles, Arunachal Pradesh is a haven for nature lovers and adventurers alike.

The state’s rich tribal diversity is celebrated through various festivals, offering an authentic cultural experience. Destinations like Tawang and the Siang River provide exhilarating experiences, from angling to rafting, set against the backdrop of picturesque landscapes. Emerging Travel Trends Travel trends in 2024 for India reflect a significant shift in traveller behaviour and preferences. 

Event-Based Travel

Celebration vacationers are a significant emerging group, with travellers increasingly planning trips around special occasions, often in groups, to destinations that offer sporting events, cultural events and shows, religious events, music festivals, Broadway shows, firework displays, dance festivals and other forms of group celebration. Millennials and Gen Z show a strong interest in live concerts and cultural events. 

Trips for graduation celebrations, significant birthdays, or anniversary milestones are being recorded as once-in-a-lifetime experiences. “Taking a trip is a great way to celebrate a special occasion, and it seems Indian holidaymakers concur. As much as 81% of Indian travellers have taken a group trip to celebrate a birthday or anniversary, with a further 15% saying it’s something they’d love to do,” says a report from Skyscanner. 

Discovery Destinations

In 2024, the trend of exploring lesser-known destinations with a cultural vibe is gaining momentum among travellers seeking unique and less crowded experiences. Destinations like the Andaman and Nicobar Islands, picturesque Kochi in Kerala and remote villages in Bhutan are at the forefront of this trend.

The Andaman and Nicobar Islands, an archipelago in the Bay of Bengal, are known for their pristine beaches, vibrant coral reefs, and dense rainforests.  Bhutan, on the other hand, offers a blend of serenity and rich cultural heritage. Its remote villages provide an unparalleled glimpse into traditional Bhutanese life.

Kochi, Kerala’s bustling port city, has seen a notable surge in search interest. This city, a favourite among Indian travellers, is a unique blend of historical charm and modern vibrancy. Kochi is celebrated for its fusion of Dutch and Portuguese architectural influences, bustling food and spice markets, and an array of traditional cultural offerings. It continues to captivate visitors with its rich historical tapestry, melding seamlessly with contemporary life.

This growing interest in off-the-beaten-path travel is supported by a shift in traveller preferences towards more authentic and immersive cultural experiences, as well as a desire to explore untouched natural landscapes. As the travel industry continues to evolve, destinations like these are expected to attract a significant number of visitors, looking to stray from the conventional path and delve into the heart of unexplored territories.

Destinations with stunning landscapes, which are remote and unknown will continue to surface on unconventional travel itineraries and the moment any of these places goes viral, the demand will continue to unravel newer destinations with similar appeal. Think Ziro, Gokarna, Halebidu, Patan, Mandu, Tawang, Dholavira, Chembra Peak, Spiti Valley, Tada Falls, Arvalem Caves, Munroe Island and many more which will push and vie for visitor interest.

Retro Technology

There is a shift towards older technology for documenting trips, and group trips for celebrating special occasions. Gen Z is leading the way with a preference for high-quality, retro-cool photos using analogue and favouring traditional Instant cameras, Polaroid and Fuji Instax over selfies and digital documentation. Vinyl records and simple plug-and-play consoles such as the Sega Genesis Mini making an interesting comeback. This trend suggests a desire for more immersive and authentic experiences. 

The tactile and physical nature of vintage devices provides an experience, distinct from digital interactions. Gen Z appreciates the nostalgia linked with these older gadgets. In a time where modern technology frequently leads to isolation, these classic devices tend to encourage more social and community-based interactions.

Splurge Travel

A trend towards splurging for comfort, with more travellers upgrading to business or first class on flights is apparent. Personalized and Curated Travel with more expenses and a demand for remote journeys and exclusive experiences is on the rise. Luxury travel escapes with options like palatial stays in Rajasthan, villas and bungalows in Darjeeling, beach houses in Kerala, and Himalayan adventures in Uttrakhand and Himachal Pradesh are being sought.

Sustainable Travel

Sustainable travel takes centre stage as travellers become more conscious of their environmental impact. The demand for eco-friendly accommodations, transportation, and tours with a focus on conservation is on the rise.

Travel Trends 2024 reflects a growing awareness and responsibility towards preserving the natural and cultural heritage of destinations.

Remote Work and Digital Nomadism

The blending of work and travel, with India offering excellent co-working spaces in major cities.  The concept of remote work has revolutionized the travel industry, with the rise of digital nomads who blend work and leisure in Travel Trends 2024. India, with its diverse landscapes and robust internet infrastructure in major cities, is becoming a popular destination for those seeking to work remotely while exploring new cultures and experiences.

Wellness and Mindful Travel

The growing popularity of wellness-focused trips, like yoga retreats and spa getaways, especially in places like Rishikesh and Kerala is a noticeable trend. Wellness and mindful travel are also gaining popularity, with an increased focus on personal growth and rejuvenation.

There is a greater focus on rest and rejuvenation with a rise in sleep tourism and wellness retreats in places like Goa, Coorg, Mysore, Kodaikanal, Alleppey, and Puducherry. India, being the birthplace of yoga and Ayurveda, offers numerous wellness retreats and spa experiences, known for their serene and healing environments.

Tech Travel

The use of technology in travel planning is significant. Travelers are increasingly relying on AI and digital tools for efficient and personalized trip planning. This tech-driven approach enhances the safety, convenience, and overall experience of travel. Budget-friendly tips for saving on accommodation, transportation, and activities, with suggestions for hostels, guesthouses, and exploring lesser-known places are being sought through technology platforms.

These trends reflect the dynamic and evolving landscape of travel in India, from cultural immersion, and event seekers to those looking for mindful vacations and relaxation. The year 2024 is poised to introduce novel experiences that cater to the evolving desires of travellers, further solidifying India’s position as a multifaceted and vibrant destination on the world travel map.

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The biggest travel trends for 2024

If 2022 was all about a return to travel, then 2023 was the year we went further than ever before. Travellers took to the skies, rails, roads and seas to tick off major bucket-list moments, with Arctic adventures, luxury yacht cruises and even the first tourist trip into space.

In 2024, travellers will be putting what’s important to them front and centre of their plans, valuing deeper experiences that leave a positive impact, time spent with loved ones and wellness moments that last well after checkout. We’ll be choosing destinations carefully, slowing it down to enjoy the silence and the stars, indulging in our love of food in new and interesting places, and immersing ourselves in wellness practices that help us live longer. These are the 20 travel trends likely to guide how we see the world in 2024.

Astro tourism | Illustration: Milagros Pico

1. Astro tourism

What’s the trend? Astronomy, of course, is a field of study that has been around since the dawn of civilisation, and the act of gazing up at the stars has long been a source of soul-soothing wonder. Today, the more society falls deeper into an ever-expanding virtual world, the more we feel a need to broaden our horizons in the real universe. Astro tourism, or star bathing, is the act of travelling with the aim of catching sight of astronomical phenomena – disappearing to lands devoid of any pollution, crowds and traffic, where we can focus solely on the skies above and while away hours gazing at the stars, planets and constellations overhead.

Why will it matter in 2024? Increasingly, wellness-centric hotels and spas are creating the space for guests to gaze upwards, watching for comets, spying constellations and identifying patterns in the glittering expanse. In the UK, Port Lympne has opened the Lookout Bubble, a glass dome allowing guests to sprawl out on king-sized beds and study the stars. Further east on the Arabian Gulf, Zulal Wellness Resort is surrounded by the expanse of the Qatari desert – the ultimate destination for pollution-free astromancy, with dedicated workshops and stargazing sessions for families and children looking to learn more about the cosmos. Safari company Desert & Delta organises trips for travellers looking to soak up the stars across Botswana and Namibia, where guests can sleep in tents at remote locations such as the Makgadikgadi Pans, one of the world’s largest salt flats, and spend nights with uninterrupted star vistas. Similarly, Tswalu is a South African safari camp with star beds set on a sleep-out deck in the Korannaberg mountains. And 2024 happens to be a big year, astronomy-wise, from mind-boggling eclipses to spectacular meteor showers – plus, scientists are predicting the best displays of the northern lights in 20 years, according to the Guardian , as we approach the next solar maximum (the sun’s peak of its 11-year activity cycle). Olivia Morelli

2. Eco diving

What’s the trend? A rise in divers choosing their travel destinations based on the sustainability of the scuba centres, and having a more positive, regenerative impact on the ocean once there.

Why will it matter in 2024? In 2022, UK marine ecology charity The Reef-World Foundation found that 95 per cent of divers wanted to book with sustainable operators, but struggled to do so. In response to this, the Professional Association of Diving Instructors (Padi) launched its Eco Center accreditation on World Earth Day (22 April) 2023, with the United Nations Environment Program and Reef-World itself. The steps required to earn this green status are so rigorous – including sharing evidence of conservation activities and a real reduction in environmental footprint – that Padi advised operators to allow at least 12 months to hit the criteria, taking us to… Earth Day 2024. After an initial figure of just 11 worldwide, there are now 100, and Padi has set a goal to reach 660 by 2030 – a 10th of its membership. “South East Asia currently has the highest density (more than 20), along with the Caribbean,” says Julie Andersen of Padi. So what does this mean for divers and their trips? “The type of conservation work done and reported on depends on the Eco Center,” Andersen explains. “Those in the Caribbean offer coral replanting programmes, key for regenerating coastlines. In Baja, Mexico, they’ve developed citizen science courses, collecting data for whale conservation.” There are also a number of new Padi courses being launched for any diver to take anywhere, including the Global Shark and Ray Census in August 2024, as well as the relaunch of the Coral Reef Conservation Specialty course before December. Becky Lucas

3. Home swapping

What’s the trend? Increasingly, discerning travellers are looking to stay away for longer stretches, while the rise of remote jobs post-pandemic means that working and living abroad has never been more appealing. The catch? Forking out on hefty accommodation fees while you’re at it. Enter home swapping: the perfect solution to guarantee yourself a (free) home abroad while you offer up your own in exchange – for weeks or even months at a time.

Why will it matter in 2024? As the cost of holidaying continues to climb, home swapping is an affordable alternative to splashing out on expensive hotels or Airbnbs. And while the concepts of couch surfing and house exchanges have existed for decades, several slick new platforms are redefining what home swapping looks like today. Twin City, which operates in cities as far-flung as Lisbon and Los Angeles, has curated a community of 1,100 plus carefully vetted users in just eight months. For an annual subscription fee of £150, members can find Twins to connect with through the platform, and are encouraged to exchange local recommendations for their city as well as their homes, enabling members to feel as if they’re swapping with a trusted friend rather than a stranger. Meanwhile, Kindred, a home-swapping platform where members rack ​​up credits for each night that they exchange homes, raised $15 million in funding this year to expand operations across the USA and Europe, and currently has 10,000 plus homes in more than 50 cities. Members simply pay a cleaning and service fee for each stay, while the cost of the stay itself is free. Or skip out on membership fees entirely and head straight to TikTok, where Gen Z appears to be spearheading the home-swapping movement on social media. Inspired by cult film The Holiday , trending tags #houseswap and #homeswap have garnered more than 23 and 20 million views respectively, with users utilising the platform as a means to advertise their homes, discover like-minded peers to swap with and document their adventures along the way. Gina Jackson

4. Train stations are the new food destinations

What’s the trend? Train stations around the world are usually passed through as quickly as possible, having not been designed for commuters to stay and hang out. Nowadays, as travel delays increase and visitors want more local experiences, it pays for train stations to welcome travellers with shops, restaurants and bars for them to explore. In an effort to create a more dynamic visitor experience, historic train stations are being revamped, with bespoke food and drink offerings as an integral part of the redesign.

Why will it matter in 2024? As train stations are renovated to accommodate more travellers and update old infrastructure, local restaurants and bars are being added to attract more customers. In 2023, the new Moynihan Train Hall in New York City became home to The Irish Exit, a bar from the team behind the acclaimed Dead Rabbit, and Yono Sushi by trendy BondST, plus outposts of beloved NYC restaurants Pastrami Queen and Jacob’s Pickles, with Mexican hotspot La Esquina coming soon.  Platform 1 a new bar and restaurant that opened in November underneath Glasgow Central Station . The cave-like space, with its historic brick arches, serves street-food-style dishes and craft brews made in the on-site microbrewery, plus there’s an outdoor beer garden. As part of its renovation, Toronto’s Union Station launched Union Market in May 2023 with favourite local food retailers Manotas Organics, Chocolatta Brigadeiro’s, Patties Express and Kibo. Meanwhile, in Somerset, Castle Cary station is in the process of a revamp, with nearby hotel The Newt creating a creamery, cafe and co-working space, which is set to open in 2024. Also on tap for the next few years is the completed renovation of 30th Street Station in Philadelphia, with plans for a 20 per cent increase in concession space that will focus on local purveyors. Devorah Lev-Tov

5. Sports tourism

What’s the trend? No longer the domain of lads on tour keen to sink as many pints as possible with one eye on a football game, sports tourism has evolved in the past few years with a new generation – and type – of sports fan emerging thanks to glossy TV documentaries ( Formula 1: Drive to Survive , we’re looking at you). Now, we’re taking our fandom out of the house and following a host of different sports in destinations across the world, planning holidays that hinge around seeing games, races and other activities in exotic locales, and extending trips on either side to see the sights too.

Why will it matter in 2024? A little event known as the Olympic and Paralympic Games anchors the 2024 sports calendar. It kicks off in Paris in late July and runs until early September, during which time more than a million tourists are expected to check in across the French capital. The games have inspired city-wide projects such as the €1.4-billion clean-up of the Seine, which , all going well, will allow public swimming in the river for the first time in a century. Elsewhere, the Tour de France starts in Italy for the first time in 2024, with competitors speeding off in Florence before heading to Rimini on the Adriatic coast and then north to the Apennines through Emilia-Romagna. New bike routes in the area have been released by tour operators such as Ride International Tours and Ride Holidays for cycling enthusiasts keen to join in the fun. Sarah James

6. Coolcationing

What’s the trend? For the vast majority of folk, summer holidays used to be about following the sun, seeking the heat – watching the mercury climb and hitting the sands. With the intense, record-breaking temperatures of recent years, however, many are considering travelling in the opposite direction: booking "coolcations" in temperate destinations, which also benefit from being less crowded.

Why will it matter in 2024? Rising temperatures caused by the climate crisis have resulted in the hottest recorded summer in the UK – just over 40℃ in July 2022 – while 2023, with a sweltering summer in much of Mediterranean Europe, North America and China – is on track to be the hottest year ever. Little wonder that many travellers are thinking again before booking literal hotspots such as the South of France and Sicily in July or August. A survey for luxe travel network Virtuoso found that 82 per cent of its clients are considering destinations with more moderate weather in 2024. Destinations such as Iceland, Finland and Scotland, according to Intrepid Travel, along with Latvia, which is surging in popularity. “We’re seeing an increase in those holidaying further north,” says Andrea Godfrey of Regent Holidays. “Scandinavia and the Baltics are both getting noticed more: they offer a more pared-back style of holiday but have some lovely beaches, and forests and lakes for both relaxation and adventure activities.” Cooler temperatures are particularly well suited to family travel too. “We’re getting far more enquiries from families for destinations that offer summer sun but also respite from the high temperatures being experienced in beach resorts across the Med,” says Liddy Pleasants, founder of family specialist Stubborn Mule Travel. “Kayaking in Norway, with its midnight sun, for instance, and cycling or hiking in Slovenia, which is also very good value.” Time to ditch the SPF50… Rick Jordan

Gig tripping | Illustration: Milagros Pico

7. Gig tripping

What’s the trend? For years, athletes and wellness gurus were the big headliners at retreats. But rock stars are, well, the new rock stars of travel. Call it the Swift Effect. Destination concert business is up more than 50 per cent, led mostly by Taylor Swift, says Janel Carnero, a travel advisor at Embark Beyond. In the USA, tickets for Swift’s Eras Tour cost thousands and were still impossible to score. Music fans are realising they can pay less and have a more memorable experience by seeing their favourite pop icons perform in say, Amsterdam or Milan. Tours from performers such as Pearl Jam, U2, Doja Cat and Madonna will anchor trip itineraries, while music festivals (Glastonbury sold out in less than an hour) will be major catalysts for travel.

Why will it matter in 2024? New music festivals, including Untold in Romania's Cluj-Napoca, are introducing travellers to undiscovered destinations, says Alexandrea Padilha of Fischer Travel. And it’s no longer just about the music, says Carnero. “It’s the social aspect of sharing experiences with friends,” she adds. Hotels and travel companies have taken note and are creating the equivalent of backstage VIP experiences for guests. Global adventure collective Eleven has recently introduced Music with Eleven. The programme’s dedicated team of music-industry insiders (including Chris Funk, guitarist from the Decemberists) custom design itineraries that might include sitting in on a recording session at Flóki Studios, just outside the Arctic Circle at Deplar Farm in Iceland. And Rhythm & Sails hosts musicians on its catamarans. The company’s music director, Anders Beck of the jam band Greensky Bluegrass, curates the line-up of artists who perform sessions onboard and in ports as you island hop around the Caribbean. Jen Murphy

8. Resorts will help you biohack your health span

What’s the trend? Longevity is the latest wellness buzzword thanks to best-selling books such as  Outlive  and the hit Netflix documentary  Live to 100: Secrets of the Blue Zones . Between 2021 and 2022, venture-capital investment in longevity clinics more than doubled from $27 million to $57 million globally, according to analysis from longevity research and media company Longevity.Technology. Now, the science of extending life and optimising health has become the focus at hotels. Blue Zones retreats are the new boot camps and even sybaritic resorts are offering the latest biohacks. Poolside vitamin IV anyone?

Why will it matter in 2024? Since the pandemic, feeling good trumps looking good. “People have become aware of the critical importance of developing a more proactive, preventive approach to health on all levels,” says Karina Stewart, co-founder of Kamalaya, a wellness retreat in Koh Samui, Thailand . This means a new willingness to go beyond diet and exercise and embrace sci-fi-sounding bio-regenerative treatments such as ozone therapy and hyperbaric oxygen chambers, both on offer at Kamalaya's new Longevity House. Luxury hotel brands are embracing the trend too. Six Senses Ibiza recently teamed up with biotech company RoseBar to offer guests full diagnostic testing. Maybourne Hotel Group is collaborating with wellness tech pioneer Virtusan to help guests boost performance. And Four Seasons Resort Maui at Wailea administers treatments such as stem cells and NAD+ (aka the fountain of youth) through its partnership with Next Health longevity centre. At 1 Hotel Hanalei Bay in Kauai, guests are welcomed with a B12 shot instead of bubbles and the resort’s new wellness-specific rooms come with recovery-boosting mod cons including infrared light mats. If the trend continues, the secret to longevity may be as easy as taking more holidays. Jen Murphy

9. Peak season gets the cold shoulder

What's the trend? There’s been a dramatic recent increase in shoulder season travel to Europe’s most popular destinations (particularly France, Spain, the UK and Italy), which is set to continue in 2024. Luxury travel specialists Original Travel has launched new shoulder season itineraries to locations traditionally in demand during the summer – including the crystalline seascapes of Sardinia and Corsica – after seeing 14 per cent more bookings for September 2023 than for August 2023. Pegi Amarteifio of Small Luxury Hotels of the World shares similar insights. “Comparing phone reservations in 2023 against 2019, we’ve seen a 33 per cent increase for March to May and a 58 per cent increase for September to November, a pattern reflected across our other booking channels too.”

Why will it matter in 2024? A combination of social, economic and environmental factors is driving this trend into 2024. The cost of living crisis means a heightened focus on value. For 62 per cent of respondents to Booking.com’s 2024 travel trends survey, this is a limiting factor for 2024 travel planning, so much so that 47 per cent of respondents are even willing to take children out of school for cheaper off-peak travel. Shoulder season travel is also becoming more attractive due to rising temperatures, and more feasible due to flexible working. Layered on top of these practical considerations is an emotional motivation too: travellers are craving authenticity more than ever, seeking a tranquil, local feel when abroad, rather than Where’s Wally beach scenes. Toyo Odetunde

10. Private group travel

What’s the trend? The post-pandemic desire to gather friends or family and embark on a shared holiday experience shows no sign of abating – in fact, it’s on the increase in luxury travel, as people appreciate the benefits and savour the moment, from 3G family groups to 50-something empty-nesters keen to rekindle life-long friendships. Just don’t take Succession ’s family outing to Tuscany as a role model.

Why will it matter in 2024? “While some predicted group travel would peak post-pandemic, we’ve seen it have a lasting, positive impact with private group bookings continuing to be a dominant trend,” says Tom Marchant of Black Tomato, for whom group travel now accounts for 30 per cent of bookings. The company has just launched its See You in the Moment series to cater for the demand: it uses a mood board of over 35 experiences themed around key flash points, from The Meal (a backcountry feast served on the North Rim of the Grand Canyon, for example) to The Challenge (rafting down the Apurímac in Peru, perhaps), all designed to create lasting memories. For Scott Williams, meanwhile, multi-generational travellers are thinking big: why take one house when you can take a whole estate, such as Meli on Paxos in the Greek Islands, which sleeps 17? Other groups are taking to the water, with Red Savannah reporting an increase in bookings for Turkish gulets, Egyptian dahabiyas and Indonesian phinisis. Scott Dunn have seen an increase in bookings amongst groups of friends, with 30 per cent of respondents in a recent survey saying they were planning trips for 2024 that included ski trips to France, adventure travel in South and Central America, and beach breaks on Antigua and Barbados. Empty-nesters are also a growing force, with groups of couples in their 50s to 70s hiring villas in the shoulder season for cultural weeks away, and all-female groups – mainly aged between 50 and 65 – who are proactive in wanting to renew long-term friendships. “We had one repeat group that included several cancer survivors,” says Sarah-Leigh Shenton at Red Savannah. “A hammam afternoon in Turkey was a deeply bonding experience and they’ve since travelled to Jordan and Sicily together.” Rick Jordan

11. AI aims to be your sidekick

What's the trend? Early last year, after OpenAI’s ChatGPT broke the record as the fastest-ever growing consumer app, travellers started playing around with AI chatbots to get inspiration on where they could go. More recently, major travel booking platforms have started to integrate AI chatbots into the booking experience. But if 2023 was the year of AI chatbots wanting to plan your trips, 2024 will be all about how AI aspires to be your travel sidekick. A wave of new AI-powered features and products aims to support travellers on the ground – all while raising concerns around the potential negative impacts as AI becomes more widely integrated with our travels.

Why will it matter in 2024? AI will start to make more real-time interventions in our travels in 2024. One practical example is live translation , which Samsung plans to launch on its 2024 Galaxy devices. Imagine calling somewhere you want to visit to get information without worrying about whether staff speak the same language as you. Another example is greater AI personalisation in popular apps you already use. Uber’s CEO Dara Khosrowshahi has recently touted the company's increasing use of personalised AI algorithms , which will learn about your habits and make suggestions based on what you’re doing. For the true early adopters, real-time travel interventions could also mean ditching your screen entirely and clipping a screenless personal translator and travel assistant to your chest. This is the unusual idea behind the new talking and projecting AI Pin from Humane , a start-up backed by investors including OpenAI’s Sam Altman, that promises to function a bit like the universal translator from Star Trek . Will anyone want to actually wear the pin or will it go the way of previously hyped devices such as Google Glass? It certainly raises a host of ethical questions about privacy and data protection. Yet the more that AI products successfully help in addressing on-the-go problems, the more travellers will come to rely on them too. JD Shadel

12. Skip-gen travel

What’s the trend? Skip-gen travel describes when grandparents holiday with grandchildren, in other words, "skipping" a generation. “In the past few months, I've had around twice as many enquiries as usual for grandchild/grandchild bookings,” says Clio Wood, founder of family retreat company &Breathe . “There’s been a rising trend of grandparents taking their grandchildren away,” agrees Ollie Summers, Head of Sales at bespoke operator Scott Dunn . “Often to places that have a sentimental meaning to them.”

Why will it matter in 2024? Several travel agencies have created itineraries to cater specifically for this demand in 2024. “Skip-gen safaris are emerging as a micro-trend from the UK, reflecting a niche traveller group now well established in the US luxury market,” says Liane Goldring of Mahlatini Luxury Travel . “The grandparents are usually in their 70s and still active enough to fully embrace a fully guided safari adventure.” Original Travel, meanwhile, has relaunched its Bonding Holidays Collection , featuring trips focussed on discovering something new together, such as its 14-day Family Ranching itinerary in the American West. Some of this growth can be attributed to big-ticket lockdown promises coming to fruition. Now, amid the UK’s cost of living crisis, parents are also keen to make the most of the time and childcare support of their typically baby boomer, more comfortably retired parents. Plus, the global ratio of living grandparents to grandchildren is higher than ever, thanks to a combined increase in life expectancy and drop in the number of children per person. We’re even said to be living in the "the age of the grandparent". Don’t expect this trend – or your grandparents – to slow down anytime soon. Becky Lucas

Glamorous train travel | Illustration: Milagros Pico

13. Train travel gets glam

What’s the trend? Rising climate consciousness has fuelled a rail travel revival, the luxury train niche is reaching new heights of popularity, extravagance and ambition. Travel booking platforms are reporting growing demand for luxury rail trips , where the journey is, yes, the destination. In fact, new design-forward train lines increasingly rival the finest hotels for the culinary experiences and bells and whistles on offer.

Why will it matter in 2024? A new wave of rail lines and itineraries launching in 2024 puts an emphasis on deeper immersion into the culture and landscapes of the destinations, which are more and more off the beaten track. Responding to growing demand for luxury train travel among its user base, specialist platform Railbookers plans to launch arguably the most geographically extensive and expensive luxury train itinerary around. With prices per person starting at $113,599, the 80-day Around the World by Luxury Train voyage will cross four continents and 13 countries. Beginning in August, the slow journey will string together existing luxury rail trips including Canada’s Rocky Mountaineer from Vancouver to Jasper and India’s Maharajas Express from Delhi to Mumbai. In Asia, the previously paused Eastern & Oriental Express is making a grand comeback starting in February, with carriages getting an upscale revamp and its legendary route being retraced through Malaysia's landscapes. Meanwhile, Japan is a hot destination for its scenic train journeys such as the exclusive Train Suite Shiki-shima, which quickly closed applications for its 2024 trips due to demand. And in Europe, six new train lines will commence or terminate in Rome under Accor's La Dolce Vita umbrella, with suites designed by starchitects Dimorestudio, building on the cultural legacy of the famous Orient Express . JD Shadel

14. Restaurateur-owned hotels

What’s the trend? Restaurants and hotels are the two linchpins of the hospitality industry. And naturally, the two are often intertwined on one premises. Until recently, though, most hotels weren’t started or owned by restaurateurs. Yet as food-focused travel keeps increasing, with people hankering for the next hot reservation and planning entire trips around discovering a culture through its food, it makes sense that restaurateurs are adding hotelier to their CVs – and ensuring their new properties have impressive food offerings. We’d be remiss not to mention Nobu, which began as a restaurant in 1994 and in 2013 launched its global hotel brand, as a harbinger of the trend.

Why will it matter in 2024? Just as design brands (RH, West Elm) have opened hotels in recent years, now restaurateurs are getting in on the action. In the USA, restaurateur and 12-time James Beard award nominee Sam Fox has just launched the Global Ambassador in Phoenix, Arizona, with five restaurants. Santa Barbara’s Good Lion Hospitality is relaunching Petit Soleil , a Californian wine country boutique hotel, with a new bar and restaurant slated for next spring. The Lafayette Hotel & Club was debuted last summer in San Diego by Arsalun Tafazoli, founder of a local hospitality group that operates 16 bars and restaurants. The hotel has five restaurants and bars, with two more opening by the end of the year. In Dallas, Harwood International, which owns a dozen or so restaurants in the area, opened Hôtel Swexan in June. In the St Gallen region of Switzerland two hotels were recently added to beloved restaurants: the revamped Mammertsberg  and  Gasthaus Traube . In Slovenia, AS Hotel is a new place to stay launched Sebastjan Raspopović, son of chef Svetozar Raspopović-Pope of renowned restaurant Gostilna AS in Lublijana. Aside from a restaurant by Raspopović-Pope, the hotel has an eatery by Michelin-lauded chef Ana Roš. Finally,  R48 , and its lauded Chef’s Table, was opened in Tel Aviv last spring by R2M Hospitality Group, which also runs restaurants CoffeeBar and Herzl 16. Devorah Lev-Tov

15. Silent travel

What’s the trend? In an age of overstimulation, silence might be just what we need from our travels in 2024. Offering a chance to restore and reset, silent travel represents a more mindful kind of trip, one that doesn’t leave you needing a holiday to recover from your holiday. Silent meditation retreats are an increasingly popular wellness trend, but silent travel also encompasses secluded nature resorts, sleep retreats , quiet hotels , silent walking tours and even silent disco and concert experiences.

Why will it matter in 2024? Saturated with stress and screen time, many of us are looking for ways to disconnect. The silent walking trend that recently took TikTok by storm reflects a growing impulse to escape the noise of our tech-fuelled lives and embrace the quiet, with promising implications for wellbeing. One 2015 study suggests silence may help to stimulate brain development, while another found that two minutes of silence during or after relaxing music increased the music's calming effects. With the Global Wellness Institute forecasting a 21 per cent increase in wellness tourism in the next two years, what better counter to the chaos of our always-on lives than silence? Silent travel is also part of a move towards more sustainable tourism. Quiet Parks International , for example, offers unique nature experiences in dedicated quiet spaces, reducing noise pollution for the surrounding wildlife. Silent travel opportunities abound in 2024. Kick off the year with a silent retreat in Portugal (with Innate ) or Italy (with Mandali ). More adventurous silent-seekers can trek the peaceful Japanese Kumano Kodo trail, or explore Finland’s Arctic landscape with a Silence & Nature Tour . For a tailor-made silent experience, Black Tomato’s Blink camp offers luxury accommodation in the world’s most remote settings, while its Get Lost programme promises to help you find yourself by getting lost in a far-flung location. Tasha Kleeman

16. Urban gardens

What’s the trend? Never mind the biophilic office and those pot plants you forget to water: whole cities are going green as architects and planners create leafy microclimates amid the grey concrete to help keep us cooler, connect communities and even feed us.

Why will it matter in 2024? Having trees and gardens in our cities is a pretty good idea. King Nebuchadnezzar certainly thought so, which is why his Hanging Gardens of Babylon made it into travel’s first-ever bucket list – the Seven Wonders of the Ancient World – back in the 2nd century BC. Nowadays planting trees creates much-needed shade, stores carbon and increases biodiversity, but it also makes our cityscapes so much nicer. While Valencia, an early adopter of urban greening with its 12km-long Turia Garden in 1986, is the 2024 European Green Capital, France is busy planting trees like there’s no tomorrow: go to Paris for the 2024 Olympics and you’ll spot budding new forests growing in Place du Colonel-Fabien, Place de Catalogne and in the Charonne district, while Bordeaux’s Grandeur Nature project includes urban cooling islands, micro-forests and rain gardens. All of which will doubtless be discussed at the ISHS Green Cities 2024 symposium, hosted by RHS Garden Wisley in Surrey, England, in September. Meanwhile, on Cyprus – an island that experienced temperatures of 44℃ in 2023 – the new Salina Park opens in time for summer shade in the seaside city of Larnaca. In Brazil, Rio’s Hortas Cariocas is a groundbreaking achievement that will be completed by the end of 2024: the largest urban vegetable garden in the world, connecting 56 community gardens across favelas and schools. And in London, the £1-billion Google building in King’s Cross will show just what can be done with one structure. Designed by Thomas Heatherwick, the "landscraper" – only 11 storeys high but stretching out longer than the Shard is tall – is hoped to provide a blueprint for future urban projects: running along the rooftop is a multi-level garden, with wildflowers, lawns and decked seating areas, set with more than 55,000 plants and 250 trees. Can you dig it? Rick Jordan

17. Back-of-house tours

What’s the trend? Greener hotels giving us a look behind the scenes to show us – not just tell us – they're sustainable. We don't mean a look-see at solar panels or composting, but heart-lifting experiential tours that help us appreciate why it matters to support socio-economic uplift through tourism. In South America, Blue Apple Beach invites visitors to get up close and personal with the community work it does in Colombia through its impact fund. Founder Portia Hart wanted more than token-gesture carbon offsetting, where locals themselves could decide how money was spent. In Africa, guests of the Bushcamp Company contribute to initiatives through the Luangwa Conservation and Community Fund. A popular excursion in Zambia is visiting the boreholes that are installed with outreach funds. Each pump provides fresh drinking water to hundreds of people a day, and visitors who spend time with those gathered get a very tangible insight into how such provisions funded by hospitality can literally change lives in regions most affected by a warming planet.

Why will it matter in 2024? Transparency is on the up as the European Union's Corporate Sustainability Reporting Directive comes into force and greenwashing is coming close to being officially outlawed. A year of droughts, floods and heatwaves also reminds us we need to make better-informed choices in our travel planning – and all the better if we can also get a crash course in the science and sociology of positive impact. Experiences that go beyond explaining responsible practices, but demonstrate a deep respect for communities on the climate-change frontlines and help make their challenges relatable to visitors are especially helpful. Juliet Kinsman

18. Wild feasting

What’s the trend? Have you ever noticed how food always tastes better outdoors? But in today’s modern world many of us are more used to eating a sandwich while staring at a screen. Wild feasting describes the trend for beautifully curated culinary experiences in natural environments with the incorporation of hyper-local and foraged ingredients. In Sweden, for example, you can tap into a network of do-it-yourself outdoor restaurants where you book a table in a scenic location, search for nettles, birch leaves, lingonberries and trumpet chanterelles, and then cook them on an open fire according to a recipe card provided by a Michelin-grade chef.

Why will it matter in 2024? A greater range of wild feasting opportunities will give urbanites a chance to properly connect over food. Leading the way is Noah Ellis, founder of the UK's Nomadic Dinners. “Since launching in 2018, we experienced compounded year-on-year growth for our feasting and foraging experiences,” he says. In 2024 he will be hosting a new series of fire feasts, including one set among the bluebells. Also tapping into the zeitgeist is TikTok star Alexis Nikole Nelson (aka the Black Forager) who will publish a book about wild food in 2024. And don’t forget, 2024 is the last year you will be able to eat at Copenhagen’s legendary, foraging-focused restaurant Noma before it turns into a test kitchen and closes to the public. Another innovator is Holmen Lofoten’s Kitchen On The Edge Of The World series in the Norwegian Arctic Circle, where guests can participate in four nights of wild feasts cooked by top chefs. In 2024, these will include Lennox Hastie, José Pizarro and Heidi Bjerkan. Ingunn Rasmussen, owner of Holmen Lofoten, says: “Now, as when we were little kids, gathering around a bonfire in the wilderness, sharing stories, feasting under the stars in these magical, remote surroundings is one of the absolute highlights, both for our guests and for us.” Jenny Southan

19. Plan-free travel

What's the trend? Saying no to endless scrolling to plan every inch of a trip, and saying yes to spontaneity instead. The power of the algorithm-spawned era of Fomo travel is waning, with those once secret spots made Insta-famous becoming tired and cookie-cutter, and the drive to plan a trip around them losing momentum. The rising counter movement is travel with no plans at all.

Why will it matter in 2024? The plan-free appeal is going one step further in 2024. Booking.com recently reported that 50 per cent of UK travellers want to book a surprise trip in 2024, where everything, even the destination, is unknown until arrival. And it’s possible to do it via travel companies such as Black Tomato, whose Get Lost service offers customers the ability to simply select a preferred environment – polar, jungle, desert, mountain or coastal – and leave its team decide everything else. “While we launched Get Lost several years ago, post-pandemic we’ve seen a notable and rising uptick in bookings and enquiries,” says Black Tomato co-founder Tom Marchant. Journee offers a similar surprise element, with travellers only finding out where they’re going at the airport. The service, which includes a full itinerary and access to a team via Whatsapp, is particularly popular with solo female travellers, while overall demand has grown so much that the London-based brand recently launched trips in the USA. Lauren Burvill

20. Frontier tourism

What’s the trend? To go above and beyond. Or below and under. As crossings of the tumultuous Drake Passage to Antarctica rack up millions of TikTok views and traffic jams form on Everest, canny travellers are seeking more individual, less obvious experiences that combine thrill-seeking with more meaningful self-empowerment.

Why will it matter in 2024? One person’s frontier is another’s backyard, of course, so frontiers are entirely subjective here. For some, this could mean being the first to camp under the stars in a remote landscape, or hike an ancient pilgrimage trail that’s been off the map for centuries. It’s still possible to bag a rare place on a Kamba African Rainforest Experience in the Republic of the Congo, being one of just 12 people to explore a game park the size of Belgium. Black Tomato, meanwhile, is designing an intrepid new expedition to the remote Mitre Peninsula in Argentina, along with a trip in Peru navigating the Sacred Valley of the Incas by raft. “This sort of adventure goes beyond bragging rights and is more akin to self-empowerment and the gratification of pushing our own horizons,” says Black Tomato co-founder Tom Marchant. The Ultimate Travel Company is also heading to Peru, a country repositioning itself for luxury travellers, with stays at Puqio, its first tented exploration camp,, in the remote Colca Valley in the Southern Peruvian Andes. Wilderness camping is also pegging out fresh terrain in Kyrgyzstan, with yurt stays on the steppes trending for 2024, according to Wild Frontiers, as is Mongolia; while Albania, Mongolia, Pakistan and the Empty Quarter of Oman are all on the radar for an increasing number of travellers. And while the space-age pods of White Desert have already sold out for New Year’s Eve 2024 and 2025, latter-day frontiersfolk can take the path less travelled and explore the frozen continent’s southern coast (99 per cent of visitors go from South America to the northwest) with The Ultimate Travel Company’s new Ross Sea cruises, seeing the Ross Ice Shelf and Transantarctic Mountains. Don’t forget to pack your penknife. Rick Jordan

First published on CNT UK.

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India's travel trends 2024: A voyage into gig tripping, main character energy, and more

The 'vibe' of a destination is a key factor, with 43% of travelers considering it vital when choosing where to go. cultural experiences, shopping, historical tours, and local food sampling are high on the agenda, and value for money remains a top consideration. while 26% say the cost of flights determines their destination, 63% are willing to spend more on travel in 2024 compared to the previous year..

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India Travel and Tourism Outlook

According to the U.S. Travel Association (USTA), overall travel in the United States accounted for $1.3 trillion in direct spending in 2023, creating an economic footprint of $2.8 trillion. In 2023, travel supported 15 million American workers and directly employed 8 million.

India emerged as Asia’s largest source market for outbound travelers in 2022, surpassing China, South Korea, and Japan. The total expenditure by Indian tourists in the United States stood at approximately $13 billion in 2022. The most recent report published at the 2024 International Tourism Exchange (ITB) in Berlin indicates an impressive year-on-year rise of 190% for Indian outbound travelers, a sharp recovery from the depths of the COVID-19 pandemic. As of May 2023, India became the second-largest international source of tourist arrivals in the United States. With the number of visitations to the United States increasing year on year, U.S. destination marketing organization Brand USA forecast more than 2 million Indians may visit the United States by 2028, which would be an increase of 20% from 2023.

Opportunities for U.S. Travel Destinations

The U.S. Commercial Service works closely with Brand USA to promote travel and tourism from India to the United States. The team is actively involved in organizing virtual and in-person events as the sector recovers from the pandemic. U.S. destinations are regularly featured in Indian publications and media. Indian travel agents indicate that their clients have already visited the best-known attractions in the United States and now seek new experiences such as sports and adventure packages, food and cultural festivals, and niche market activities when visiting the country. Destinations that have not traditionally drawn large numbers of Indian travelers may find success in catering to the growing number of travelers seeking new experiences.

India presents a significant market opportunity for U.S. travel and tourism destinations, and there is much that U.S. destination marketing organizations can do to gain market share and become the destination of choice for Indian travelers. Given the increased competition from tourism promotion organizations around the world, U.S. destinations, attractions, service providers, and tourism marketing organizations should include India in their marketing and outreach strategies. The U.S. Commercial Service can advise and assist the U.S. travel industry on the Indian tourism media ecosystem to maximize exposure and facilitate communication with specific publications. U.S. destinations should also consider the following local trade show to meet with India travel trade industry: South Asia’s Travel & Tourism Exchange (SATTE) , February 19-21, 2025, New Delhi.

For market research, information about current travel trends, or establishing a local presence in India, please reach out to the nearest U.S. office or Travel and Tourism team at the U.S. Commercial Service in India .  

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Peden Doma Bhutia , Skift

July 30th, 2024 at 5:00 AM EDT

The Indian Union Budget last week was a disappointment, but there was a bright spot with IndiGo, MakeMyTrip, and IHCL all reporting profitable quarters in their earnings calls.

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Skift India Travel Podcast

Skift Asia Editor Peden Doma Bhutia is joined by business leaders, and experts from throughout the industry and Skift’s newsroom, to explore the challenges, opportunities, and trends shaping the Indian travel industry.

Skift Asia Editor Peden Doma Bhutia and India Reporter Bulbul Dhawan unpack some of the biggest takeaways from the recent Union Budget announced in India as well as the earnings calls of IndiGo, MakeMyTrip, and the Indian Hotels Company Limited (IHCL). Find out how the budget fared compared to the expectations of the travel industry stakeholders in this latest episode of the Skift India Travel Podcast.

Indian Budget and Tourism Sector: The 2025 fiscal year budget, presented by Finance Minister Nirmala Sitharaman, fell short of the travel industry’s expectations. The budget focused on developing temple destinations in Bihar and Odisha as a tourism hub. Key industry demands, like industry status for tourism and a uniform tax rate for hotels, were ignored. Madhavan Menon of Thomas Cook (India) expressed disappointment over the lack of reinstated advertising budgets for inbound tourism, previously slashed by 97%.

Taj-Parent IHCL gets Into Branded Residence: Indian Hotels Company Limited (IHCL) is entering the branded residences market, starting with Taj Branded Residences in Chennai. CEO Puneet Chhatwal highlighted this segment’s lucrative potential, valued at INR 220 billion ($2.6 billion) and growing annually. IHCL plans to launch the reimagined Gateway brand with 15 hotels, scaling to 100 hotels by 2030. The company aims to open 25 hotels this fiscal year, with 7 already opened.

IndiGo’s Premium Shift and Digital Upgrades: IndiGo is enhancing its digital platforms, introducing an AI booking assistant on WhatsApp. The airline plans to offer in-flight entertainment through its app, currently being tested on the Delhi-Goa route. Despite a 12% drop in net profit to INR 27.3 billion ($326 million) for the quarter ending June 30, IndiGo is expanding international routes. IndiGo will increase flights to Central Asia and potentially more destinations, aiming for double-digit growth in fiscal 2025.

MakeMyTrip’s Focus on Rising Middle Class: MakeMyTrip achieved its highest-ever quarterly gross bookings, revenue, and adjusted operating profit, with gross booking value exceeding $2.4 billion, a 22% year-on-year growth. CEO Rajesh Magow attributed this to India’s rising middle class, increased disposable income, and changing travel behavior. Emerging destinations like Turkey and Kazakhstan are seeing significant increases in Indian tourists, indicating a positive long-term outlook for outbound travel from India.

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Episode Summary

In this episode, the discussion centered on the recent earnings reports and the 2025 fiscal year budget. The Union Budget left the travel industry in India disappointed due to its lack of significant measures for tourism, such as industry status and a uniform tax rate for hotels. Madhavan Menon of Thomas Cook (India) expressed dissatisfaction over the lack of a reinstated advertising budget for overseas promotion of inbound tourism.

Indian Hotels Company Limited (IHCL) announced its foray into the branded residences market with its first Taj Branded Residences in Chennai. CEO Puneet Chhatwal noted the market’s significant growth potential. IHCL also plans to launch the reimagined Gateway brand and open 25 hotels this fiscal year.

IndiGo, continuing its premium shift, introduced significant digital upgrades and plans for in-flight entertainment. Despite a 12% drop in net profit, the airline is expanding its international routes and aiming for double-digit growth in fiscal 2025.

MakeMyTrip reported record-breaking earnings, with a 22% year-on-year growth in gross bookings. CEO Rajesh Magow highlighted the influence of India’s rising middle class and changing travel behavior on domestic and outbound travel trends, with emerging destinations like Turkey and Kazakhstan seeing a surge in Indian tourists.

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• Leaders Speak
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• Anticipating 2024: Emerging travel trends and expectations

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• Updated On Jan 1, 2024 at 02:59 PM IST

How 2024 is going to fare for Indian travel & tourism industry?

Another big opportunity we see in the coming year is Event tourism. We definitely expect a surge in travel for concerts or even sport events. Specially the new generation are more than keen in taking out time and spend big money to travel for big events. Specially after covid, people have realized the importance of enjoying life and curating golden moments. They are now, definitely more than happy to spend their money in creating experiences.

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• Published On Jan 1, 2024 at 02:59 PM IST

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Travel Trendz Report 2023 unveils shifts in India’s tourism preferences

The 2023 report reveals 71% of Indians prefer independent holiday planning, leaning heavily on domestic travel, thereby influencing multiple sectors including hospitality and transportation.

INDIA – Over the years, tourism has emerged as a formidable contributor, generating substantial revenue and employment opportunities, bolstering various sectors including hospitality, transportation, and local businesses, creating a ripple effect that benefits the entire economy. The Travel Trendz Report 2023 reveals fascinating insights into the travel preferences and habits of Indians, uncovering the motivating factors that drive their wanderlust. The survey was conducted on the online panel Hansa Cheetah .

As per the survey conducted, it was found that a majority of Indians, 71% prefer planning their holiday trips independently. This suggests that Indians are increasingly becoming well-informed and self-reliant travellers, armed with the tools and knowledge to curate their own dream vacations. 44% choose Online Travel Agencies (OTAs) such as MakeMyTrip (MMT) for bookings while 20% opt for the expertise of travel agents to plan their holidays.

When it comes to the timing of their getaways, India’s holiday calendar displays distinct patterns. The winter months of December to February are most preferred, with a substantial 55% of travellers choosing this period to embark on their journeys. Spring or early summer from March to May attract 34% of travellers, followed by the autumn charm of September to November, drawing in 28%. Interestingly, 20% of travellers chose the monsoon season from June to August to satiate their wanderlust. Diverse preferences extend to the duration of holiday trips as well. 39% of Indian travellers opt for short getaways lasting 3 to 5 days, while 31% indulge in week-long vacations. 21% prefer weekend trips, while 9% embark on vacations spanning 2 to 3 weeks, allowing for a deeper immersion into their chosen destinations.

When it comes to choosing holiday destination topography, the allure of picturesque hill stations and majestic peaks captivates the hearts of 40% of the respondents. 27% yearn for a beachside retreat, 22% prefer cityscapes and the serenity of the countryside appeals to 12% of respondents.

The primary driving force behind taking a holiday for Indians is the desire to spend quality time with loved ones with 63% of respondents cited this as their primary reason for taking holidays. The opportunity to break free from the demands of work is also a compelling factor, as 57% seek respite from their professional commitments through travel.

The survey also revealed India’s overwhelming preference for domestic travel. A remarkable 81% of travellers opt to explore their own country’s diverse landscapes and culture over international destinations. This inclination towards domestic travel can be attributed to two key factors – economical (63%) and convenience (49%). Traveling within India often proves to be a cost-effective option for families and solo travellers alike. Additionally, the convenience of shorter flight durations, zero visa hassles, and a familiarity with the culture and language makes domestic travel an attractive proposition. Among the places in India, Kerala, Kashmir, Goa, Shimla and Manali are the most favoured destinations to visit.

When Indians choose international travel, they prefer traveling to attractive destinations (66%) and many cater to their family preferences (56%). Among the favoured international regions, Europe (50%) stands out as the top choice for Indian travellers, while Asia (23%), with its rich tapestry of cultures and landscapes is the second choice. Among international destinations, the USA, France, Australia, Switzerland, and Italy are the most desired destinations to travel.

The impact of these travel preferences on India’s economy is undeniable. Globally, the Travel & Tourism sector contributed 7.6% to global GDP in 2022, while in India, it accounts for 5% of the country’s GDP and expected to grow at an average of 7.8% annually. India’s travel preferences reflect a nation eager to explore its own backyard while venturing out to explore the world’s wonders. With a pandemic behind us and a booming tourism industry, it is clear that travel is not just a passion for Indians but also a vital economic driver. Nurturing and supporting this love for travel will undoubtedly lead to a brighter future for India’s economy and its people.

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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Domestic tourism in India - statistics & facts

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Tourism expenditure of promotion and publicity across India from financial year 2021 to 2023, with estimates until 2025, by type (in million Indian rupees)

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Expenditure of Swadesh Darshan across India from financial year 2021 to 2023, with estimates until 2025 (in million Indian rupees)

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Expenditure of Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive (PRASHAD) across India form financial year 2021 to 2023, with estimates until 2025 (in million Indian rupees)

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Domestic tourists

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Globe-trotters: Why more Indians are travelling the world

Indians are travelling more than ever, be it to domestic or foreign destinations. The growing appetite to see the world propelled the country’s international travel growth last year. But what’s behind this tourist boom? read more

Indians are travelling the world. The country’s economic rise and higher disposable incomes have resulted in more spending on overseas travel.

The growing middle class in India wants to travel the globe. Along with other factors, the easing of visa rules by many countries, including Thailand and Sri Lanka, is giving wings to this desire.

Let’s take a closer look.

Indians exploring their love for travel

2024 is proving to be a record-breaking year for the Indian travel industry. Data from the Mastercard Economics Institute’s May report titled Travel Trends 2024: Breaking Boundaries  revealed that Indian airports received 97 million (9.7 crore) passengers in the first quarter of 2024.

Both domestic and international tourism have benefited. While domestic travel saw a significant uptick of 21 per cent in passenger traffic compared to 2019, international travel rose by 4 per cent.

“More Indians are travelling than at any time in history,” the Mastercard report said.

Indians shelled out $22.9 billion on overseas travel in 2019. As per forecasts, this figure will touch $42 billion this year.

According to McKinsey & Company, Indians made about 13 million (1.3 crore) trips to foreign destinations in 2022. This is estimated to jump to more than 80 million (8 crore) annually by 2040.

Indian travellers could make 5 billion (500 crore) trips in 2030, of which 50 million (5 crore) could be outbound departures, as per the Centre for Asia Pacific Aviation.

The report by Booking.com and McKinsey predicts India’s total travel expenditure will reach $410 billion in 2030, with the country’s citizens likely to become the world’s fourth-largest spenders on foreign travel.

Where are Indians going?

Countries in Southeast Asia and West Asia have been vying to attract Indian tourists.

As per an Economic Times (ET) report, Rajesh Magow, group CEO of MakeMyTrip, said the top international destinations for Indians last year were the United Arab Emirates (UAE), Thailand , Singapore, Indonesia, Maldives, Hong Kong, United States, Nepal, United Kingdom, Canada and Vietnam.

Films, TV and OTT are also influencing Indians’ decisions when choosing to travel abroad. As per Skyscanner’s Travel Trends 2024 report, there was a 23 per cent month-on-month surge in Paris searches after the third season of the hit drama Emily in Paris came out in December 2022.

As per the Mastercard Economics Institute’s report, about 59 per cent more Indians travelled to the US than in 2019. A Brand USA market survey estimates Indian arrivals would reach 1.8 million (18 lakh) this year and 2.3 million (23 lakh) in 2030.

Japan has witnessed a 53 per cent rise in Indian visitors compared to 2019. Vietnam has also been successful in alluring Indian travellers, with a 248 per cent spike in passenger traffic to the Southeast Asian country, noted the Mastercard report.

What explains this surge in travel?

India’s burgeoning middle class, loosening visa rules and a younger population keen on travelling have fuelled the surge in international departures from the country.

India’s middle class is expected to make up 47 per cent of its population by 2030. By that year, the country is estimated to become the fourth largest global spender on travel, as per the Booking.com-McKinsey & Company report.

People between the ages of 25 and 34 are most interested in travel. India’s youth population is set to reach 420 million (42 crore) this year.

The number of passport holders in India increased from 52 million (5.2 crore) a decade ago to 93 million (9.3 crore) this year, as per The Economist report. While Indian passports are weak, the situation is improving as the country gets wealthier.

The relaxation in visa requirements also contributed to India’s international travel growth last year, Aloke Bajpai, CEO of ixigo, told ET .

Thailand, Malaysia, Iran, Kenya, Vietnam and Sri Lanka have suspended visa requirements for Indians. Indonesia is also planning to ease visa rules for Indians.

In April, Japan simplified the e-visa process for Indians. The European Union eased entry restrictions for Indians in the same month. The UAE is offering Indians multiple-entry visas.

The complicated visa processes of rich Western countries deter tourists, with some even refusing to visit.

“When a country relaxes its visa regulations, the adjustment not only facilitates entry for foreign visitors but also sends a strong signal of hospitality,” Xiang Li, a tourism professor at the University of Central Florida, told Bloomberg.

Some countries are recruiting Bollywood stars as brand ambassadors to lure Indian tourists.

“Direct flights, hassle-free visa, economical fares, a range of accommodation options and a broad canvas of experiences—any destination that is able to get this mix right will be able to attract travellers from India,” MakeMyTrip’s Magow told ET.

As The Economist mentioned, “The countries that welcome Indians will enjoy both the economic benefits and the cultural soft power that tourism affords.”

Direct flights are a major factor driving Indian tourists to international destinations. Thirty-one cities in India offer international flights to 322 destinations, a rise from 23 and 272 in 2015, reported The Economist. These figures are expected to increase further in the coming years.

“The development of airport infrastructure in Tier-2 and -3 cities, increased connectivity and affordable air travel options have contributed to the growth of air travel and first-time flyers in metros as well as non-metro cities,” Bajpai of ixigo told ET.

As people’s purchasing power increases, they are more likely to spend on tourism. With Indians having more money to spare, their travel appetite seems to have just begun.

With inputs from agencies

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