Food, Festivals Drive Culture-Led Travel Among Hyderabad Residents: Skyscanner
Hyderabad, Aug. 4 (TNT): Regional cuisine, festivals and spiritual experiences are increasingly shaping travel choices among Hyderabad residents, with culture emerging as a key driver of tourism, according to The India Culture Travel Index released by global travel platform Skyscanner on Tuesday.
The survey found that 56 per cent of Hyderabad travellers consider regional food experiences the biggest cultural attraction, followed by festivals and celebrations (54 per cent) and spiritual journeys (51 per cent).
More than half (51 per cent) of the respondents said they now plan holidays primarily around cultural experiences, while another 36 per cent said culture enriches their travel even when it is not the primary purpose of the trip, the report revealed.
The study found that 95 per cent of Hyderabad residents have travelled outside Telangana for a cultural experience, while 87 per cent are willing to explore destinations beyond their home State, including lesser-known locations, in search of authentic cultural experiences.
According to the survey, Telangana and Kerala were jointly ranked as the States offering the richest cultural experiences by 18 per cent of respondents each, followed by Andhra Pradesh (17 per cent).
Nearly three-fourths of those surveyed said they would travel specifically to attend cultural or religious festivals. Durga Puja (38 per cent) and Diwali (37 per cent) topped the list, followed by Kumbh Mela and Pongal (33 per cent each), Bathukamma (32 per cent), and Navratri Garba and Bonalu (31 per cent each).
The report also highlighted growing interest in overseas cultural tourism, with 90 per cent of respondents either having undertaken or expressing willingness to take culture-focused international holidays.
Japan (22 per cent) emerged as the most preferred destination, followed by Thailand and Vietnam (17 per cent), France (16 per cent) and the United Kingdom (15 per cent).
Commenting on the findings, Neel Ghose, Travel Trends and Destinations Expert, Skyscanner India, said culture is increasingly becoming the primary reason for travel, with food leading the shift as travellers seek authentic local experiences.
The survey identified Charminar and Hyderabad’s Old City (50 per cent), spiritual destinations such as Yadadri, Bhadrachalam and Chilkur Balaji Temple (41 per cent), and Telugu culture and traditions (38 per cent) as the strongest symbols of Telangana’s cultural identity.
Respondents also felt that Charminar heritage walks (39 per cent), Bonalu (33 per cent), Medaram Jatara (33 per cent), Bathukamma (31 per cent) and the Warangal heritage circuit (30 per cent) deserve greater visibility to attract more visitors.
The survey found that safety concerns (40 per cent), followed by weather-related disruptions, overcrowding, accommodation availability and travel costs, remain the key factors influencing culture-led travel decisions.
Speaking at the event, heritage tourism expert Dr. Navina Jafa said India’s cultural heritage extends beyond monuments to include living traditions, skilled communities and cultural practices, offering significant opportunities for conservation, tourism and economic growth.
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