\n<\/p>\n
A recent Skyscanner India Culture Travel Index found that nearly 67% of Indian travellers plan holidays around heritage, festivals and local food. The finding points to a broader shift in how people experience destinations, from simply seeing a place to understanding what makes it distinctive.<\/p>\n
That can mean trying a regional dish, exploring a local market, learning a traditional craft, attending a festival or understanding how communities have shaped the culture of a region.<\/p>\n
Yashvardhan Kher, Co-founder, Arth by MAYFAIR, Kumaon, describes the shift as a move from experiencing things “at a destination” to experiencing the destination itself.<\/p>\n That distinction is important. A mountain holiday, for example, can be about the views, but it can also involve local food, architecture, plants, crafts and village life.<\/p>\n In Kumaon, Kher says experiences such as herbal walks, forest bathing, birdwatching and village immersions allow visitors to engage more closely with the region’s ecology and cultural landscape.<\/p>\n Gaurav Mudgal, Managing Director, Black Rock Hotels & Resorts, similarly says travellers want to “experience a destination, not just stay in it”.<\/p>\n In a place such as Ranthambore, that can include regional architecture, Rajasthani food and folk traditions alongside the wildlife experience.<\/p>\n The principle applies across destinations. The character of Goa cannot be separated entirely from its coastal food and communities; Rajasthan’s appeal extends beyond its forts to its crafts and traditions; and the experience of<\/p>\n Uttarakhand can include its relationship with the mountains, forests, food and local communities.<\/p>\n Food can tell the story of a place<\/strong><\/p>\n Cuisine is often one of the simplest ways for travellers to connect with local culture.<\/p>\n Bjorn DeNiese, Managing Director, Mayfair Elixir, says travellers want experiences that could only happen in a particular destination. He points to the move towards hyper-local menus and regional influences instead of standardised offerings.<\/p>\n At Naukuchia House, Naukuchiatal \u2013 IHCL SeleQtions, the regional connection extends to food and beverages, with Kumaoni dishes and ingredients such as malta, buransh and juniper being used to reflect the Himalayan setting.<\/p>\n Michael Dominic, Managing Director, CGH Earth, says regional recipes and indigenous ingredients can offer travellers a window into the agricultural and cultural history of a destination.<\/p>\n The group’s properties, for example, use local produce and traditional culinary practices while working with farmers and community groups.<\/p>\n For a traveller, food can therefore provide context that a sightseeing itinerary may not. What grows in a region, how it is prepared and which recipes have survived across generations can reveal something about its climate, history and way of life.<\/p>\n Meeting the people behind the traditions<\/strong><\/p>\n The growing interest in local culture is also changing what travellers expect from cultural experiences.<\/p>\n Jaspreet Singh, General Manager, Six Senses Vana, says a craft, recipe or performance becomes more meaningful when travellers understand the person and knowledge behind it.<\/p>\n At the property, he cites pottery and bamboo-weaving workshops, folk performances and classical music evenings as examples of experiences that allow guests to engage with practitioners rather than simply observe a cultural performance.<\/p>\n This distinction matters because local culture is not simply a collection of objects or performances. It is often living knowledge passed through families and communities.<\/p>\n Prashant Sharma, Director, Operations, Hyatt Regency Delhi, says hotels are working with local artisans, regional producers, chefs and cultural practitioners to bring this knowledge into the guest experience. Regional food festivals, handicrafts and curated city experiences can provide visitors with ways to explore India’s cultural diversity.<\/p>\n Culture can also shape where tourism money goes<\/strong><\/p>\n There is an economic dimension to culture-led travel as well.<\/p>\n When visitors buy directly from artisans, eat regional food, hire local guides or participate in community-led experiences, a greater share of tourism spending can potentially reach people connected to the destination.<\/p>\n Anuj Chaudhry, General Manager, Aravali Marriott Resort & Spa, Delhi NCR, points to collaborations with local people and regional food traditions as ways of bringing a destination’s character into the visitor experience. He says the trend is moving towards more immersive interactions with local communities and craftsmanship.<\/p>\n Vikram Puri, Managing Director, Archer Hospitality, similarly says local communities, regional cuisine, artisans and cultural experiences are becoming integral to travel rather than merely additional offerings. He points to experiences designed to encourage visitors to explore Goa beyond the conventional tourist circuit.<\/p>\n Raoof Dhanani, Managing Director, Sayaji Hotels, says the definition of luxury itself is changing as travellers look for a distinct sense of place. Regional cuisine, indigenous design, traditional craftsmanship and cultural interactions, he says, are increasingly important in creating that connection.<\/p>\n From consuming culture to understanding it<\/p>\n However, there is a difference between using local culture as a backdrop and actually engaging with it.<\/p>\n A regional dish on a menu can introduce a traveller to local flavours. But understanding where the ingredients come from, how the recipe evolved or who traditionally prepares it can offer a much deeper experience.<\/p>\n The same applies to crafts and performances. Buying a handmade product is one experience; meeting the artisan and understanding the technique and its history is another.<\/p>\n Singh says communities should have a voice in how their traditions are presented, while artisans should receive recognition and a fair benefit from their involvement.<\/p>\n Dominic also emphasises the role of communities in keeping cultural practices alive rather than treating them as an external element of tourism.<\/p>\n This is particularly relevant as destinations become more accessible and travel experiences become similar across locations.<\/p>\n<\/div>\n
The idea of a ‘sense of place’<\/strong><\/p>\n