Indian travelers are in festive spirit! As the country gears up for its biggest festivals – Diwali and Christmas – there has been an increase in both domestic and international travel. More and more people are combining their love of festivals with a thirst for adventure. This trend is taking new shape travel trendsRevealing fascinating insights into visa patterns and traveler behaviour. We spoke to Shikhar Agarwal, JMD, BLS International, who shared his insights on ‘what’s going on’.festival tourism‘ as one of the biggest trends to come by 2024.

International travel increasing during festivals

According to Agarwal, festival tourism is not limited to domestic travel. Recent travel data shows a significant increase in visa applications, with a 30% increase during India’s festive period. This surge underlines the growing desire among travelers to explore global festivals beyond Indian borders. Many Indians are now planning their holidays around international celebrations, the prime example of which is Christmas. The winter holiday season attracts Indian travelers to countries famous for their festive spirit like Spain and Switzerland, both of which have seen a 20% increase in visa applications. Tourists are particularly attracted to Christmas markets, winter parades and seasonal traditions, marking a shift in traveler behavior where festivals become the focal point for holiday planning.

Surge in festive travel within India

Travelers are increasingly choosing culturally intensive experiences when choosing vacation destinations. According to Agarwal, regions known for their vibrant festivals – be it the mesmerizing Durga Puja in Kolkata or the grandeur of Diwali in Rajasthan – are becoming hotspots for domestic and international tourists. This trend highlights the growing importance of cultural festivals in promoting tourism within India, with states like Kerala, Rajasthan and Goa emerging as top destinations during the festival season.

Changing travel preferences

A defining characteristic of festival tourism is the growing preference for longer stays and greater expenditure. Indian tourists are increasingly extending their holidays from traditional three-day breaks to longer trips lasting between six and fifteen days. This trend is particularly driven by young professionals who combine festival holidays with weekends, creating opportunities for longer holidays. Travel spending during the festive season has increased by 10-15% year-on-year, reflecting the growing appetite for relaxing holidays.

Luxury, experiential and spiritual travel

From luxury vacations to spiritual journeys, travelers are expanding their horizons. The summit highlights how many travelers are opting for luxury international trips to destinations such as Slovakia and Morocco. Demand for premium travel options, including resorts and cruises, is increasing, helping travelers celebrate the festival in a more relaxed and opulent environment. Concurrently, pilgrimages traditionally undertaken by older generations are now attracting wider audiences, particularly with curated tours to destinations such as Varanasi, Rameshwaram and Ayodhya.

Azerbaijan, Kazakhstan: new destinations emerging on the travel map

As well as established travel hubs, emerging destinations such as Azerbaijan, Kazakhstan and Uzbekistan are also gaining popularity, especially during autumn when travelers want to experience the vibrant autumn colours. Similarly, interest is growing in places such as Cambodia, Japan and Vietnam, attracting people eager for unique experiences outside the traditional tourist circuit.

Also read: What is ‘Private Island Tourism’, the latest travel trend on the rise

The rise of budget airlines

The rise of budget airlines has also helped Indian travelers explore nearby international destinations. Southeast Asia, in particular, has experienced a boom in tourism from India, with Vietnam seeing a 231% increase in visitors in 2023 compared to pre-pandemic levels. Other regional destinations including Thailand and Singapore have similarly recorded significant growth in arrivals, making them attractive options for those looking to combine cultural exploration with accessible travel.

Influence of popular culture on travel

The influence of popular culture, especially Bollywood, continues to shape travel decisions for many Indian tourists. Iconic movies featuring picturesque locations inspire travelers to visit the places depicted on screen. Switzerland remains a favorite due to its frequent appearances in Bollywood films, which has led to the development of Bollywood-themed tourism to meet this demand. Similarly, the La Tomatina Festival in Spain saw an increase in the number of Indian tourists following the screening of a popular film that emphasized the strong relationship between cinema and travel.

Also read: India has emerged as the new hot spot for global travelers

Travel News Get the latest news live on Times Now with breaking news and top headlines from around the world.