Varanasi to Vietnam: Indians Embrace Festive Getaways and Cultural Travel

This festive season, India’s travel and tourism sector is seeing a surge in demand, driven by long Diwali weekends, multi-generational trips, and reduced GST rates. With lower taxes coinciding with holiday season, both leisure and cultural travel are set to boom.

Longer Trips, New Destinations
“Festivals are no longer just about staying home,” says Rajeev Kale, President & Country Head, Thomas Cook (India). Families are now extending vacations from the traditional three days to six to twelve days, combining Dussehra, Durga Puja, and Diwali breaks. Tier-2 and Tier-3 cities are emerging as key growth drivers alongside metros.

Regional and Spiritual Travel on the Rise
Tour operators like Thomas Cook and SOTC are offering curated regional tours across West Bengal, Karnataka, Maharashtra, and Gujarat. Spiritual journeys are also trending, with destinations such as Char Dham, Tirupati, Rameswaram, Ayodhya, and Sri Lanka (Ramayana Trails) seeing high demand. MakeMyTrip reports a 19% increase in bookings across 56 religious destinations in FY 24-25.

Luxury, Digital, and Experiential Travel
Luxury stays, heritage properties, and cruise holidays are gaining traction, not just in metros but also tier-2 and tier-3 cities. Booking.com data shows Udaipur searches up 110% YoY and Vrindavan bookings surging 150%. International favourites include Singapore, Thailand, Malaysia, Dubai, and Vietnam.

Digital-first planning is on the rise. UPI is now the fastest-growing payment method, and booking lead times have extended to seven to fifteen days. Intercity bus routes are near capacity, and family travel dominates aviation bookings during the festive period.

Hospitality and Festive Experiences
Hotels and resorts are offering curated festive experiences, including diya-lighting ceremonies, cultural events, and family feasts. Luxury resorts like Hilton, Radisson, Araiya, and Jungle Camps report near-full occupancy, particularly in eco-sensitive and heritage properties.

Impact of New GST
GST rationalisation is a key boost for the sector. With hotel tariffs dropping from 12% to 5% and economy airfares also at 5%, tourism operators expect stronger bookings. Industry leaders like Mahesh Iyer (Thomas Cook) and Rikant Pittie (EaseMyTrip) see the reforms as a timely stimulus, increasing consumer purchasing power and operational clarity.

Overall, the festive season is shaping up to be one of the busiest and most lucrative for Indian travel and tourism, with extended trips, spiritual journeys, luxury stays, and GST savings driving unprecedented demand.