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Economic Times
7 days ago
- Economic Times
Growing trend: Indian travelers embrace festival-centric trips fueled by social media
Social media content and FOMO — fear of missing out — is driving growth of trips centred around festivals and carnivals. From Germany's Oktoberfest to music and cultural events closer home, a growing number of Indian travellers are choosing trips linked to carnivals and festivals, according to travel companies and festival organisers. Movie moments such as Bollywood film Zindagi Na Milegi Dobara's La Tomatina festival song, and Instagram's travel reels treading the routes less explored are catching the fancy of millennial and Gen Z travellers and fuelling this Gaur, CEO of WanderOn, a D2C travel-tech company, said travellers want to immerse themselves in cultural moments, and social media allure is propelling this demand. 'We have introduced a 'travel for a reason' calendar, with two or three carefully selected festivals and seasonal experiences available each month,' he said. For now, it seems, Indian travellers are loving it. Travel companies reckon this reflects a broader trend where travel is no longer confined to specific seasons but driven by newer reasons all tap into this demand, they have curated a diverse portfolio of festival-led holidays — spanning the most celebrated festivals to lesser known events in India and around the world. Romil Pant, executive vice-president and head of holidays at Thomas Cook (India) said besides attending festivals, the company's itineraries also incorporate local crafts, gastronomy and cultural explorations in the festival travel portfolio spans global celebrations like Mardi Gras, La Tomatina, Oktoberfest and Rio Carnival, as well as Indian festivals like Rann Utsav and Goa Carnival. SD Nandakumar, president and country head for holidays and corporate tours at the company, said festival tourism has evolved into a major travel driver because today's travellers seem eager to be part of these high-energy cultural moments. 'From the fun waterfights of Thailand's Songkran Festival — often compared to our Holi to Japan's breathtaking Sapporo Snow Festival with its giant ice sculptures, each event delivers powerful emotion and cultural immersion,' he reckons, adding, 'What's encouraging is the growing interest not just from metro cities, but also from India's tier-two and tier-three markets.' Popular festivals Rann Utsav, Rann Of Kutch, GujaratVisitor footfalls to the Rann Utsav festival, held annually in the stunning white desert of Kutch in Gujarat, reached around 7,42,000 in FY24, up from 5,00,000 in FY23. Last year's traveller numbers more than doubled those recorded in FY22 — 3,50,000. Bhavik Sheth, chief operating officer of Evoke Experiences, the operator and organiser of Rann Utsav, which works as a public-private partnership model with Gujarat Tourism, says visitor footfalls could cross one million this year, based on advance booking trends. 'Tent occupancy, particularly in premium categories, has improved year-on-year, with most high-demand dates like full-moon nights and festive weekends getting fully booked well in advance — up to four weeks earlier than in previous years,' said Sheth. He said international and group bookings have also shown upward trends, with international guests increasing by 15%, and group bookings now accounting for 35% of total reservations. To meet this growing demand, tent city capacity has been expanded to over 50 tents this year. Ziro Music Festival, Arunachal Pradesh Govind Gaur, CEO of WanderOn, a D2C travel-tech company, said the Ziro Music Festival in Arunachal Pradesh is growing in popularity, having seen a 60% growth in interest for the company, with trip slots filling up well in advance. Gaur said the appeal lies not just in the music, but in the destination as well, which is remote, scenic, and deeply rooted in tribal culture. The festival promotes indigenous tribes and artists from Indias Northeast, besides showcasing Indian and global independent music. Promoted as an eco-friendly, outdoor festival, it was founded in 2012 by entrepreneur Bobby Hano and Menwhopause guitarist Anup Kutty, and has featured a mix of artists ranging from Indus Creed to Rewben Mashangva. Oktoberfest, Muich, Germany Oktoberfest, the annual beer festival in Munich, Germany, touted as the world's largest folk festival, has also transformed from attracting niche curiosity for Indian travellers to being a major draw for per the official Oktoberfest website, most of the international guests last year came from the US, UK, France, Switzerland, Austria, Poland, Spain, Netherlands, and 'for the first time, increasingly from India'. "We have observed a 25% year-on-year increase in bookings for this event, especially among solo travellers,' Gaur added. founder and CEO Vikas Katoch also confirmed that Oktoberfest is one of the most demanded international festive tours. The popularity of Oktoberfest may also be topped up by the annual offers and promotions launched around the festival dates by beer chains such as The Beer Café, which hosted an OktoBEERfest party throughout October last year, featuring special German beers and platters. La Tomatina, Spain Every year, revellers in Spain turn the small town of Buñol into a tomato-splattered playground. Gaur said WanderOn has recently launched a package specifically focused on the La Tomatina festival, which is in 'significant' demand, and that it is driven by newly married couples and millennials. It helps that travellers can also explore Valencia's culinary scene and sample local dishes like paella and tapas. Meanwhile Adotrip also flew a 15-member group to Hyderabad for the Toma Terra event on May 11, dubbed as India's first tomato festival. Rio Carnival, Rio De Janeiro, Brazil For the upcoming Rio de Janeiro Carnival in 2026, has already received over 500 queries, said Katoch. The Rio Carnival is scheduled from February 13- 18 next year and is expected to draw large top Samba schools would perform the Samba on the streets of Rio. But, in the 1980s, Rio officials and organisers realised a change was in order, and in 1984, they constructed the Sambadrome Marques de Sapucai — a purposebuilt parade area for the comfort of tourists and to generate greater revenue through tickets. The Sambadrome was renovated in 2012. The stadium can seat over 80,000 visitors and accommodate 5,000 participants through the wide Marques de Sapucai Avenue. Bir Music Festival, Himachal Pradesh Adotrip organised a package for close to 30 travellers for the Bir Music Festival in Himachal Pradesh this year. The 13th season of the festival will be held from December 26-27 this year. As per the official website, the festival features 48 hours of non-stop music, has hosted 13,000 guests, and has seen performances by 500 artistes. Goa Carnival, Goa Incidentally, foreign tourists are also coming to India to check out the local scene. Goa Tourism said this year's Goa Carnival in March attracted a 'significant' number of international tourists. The Carnival included 'familyfriendly' events, street plays, and children's parades. The festival's signature float parade set off from Panjim, continuing through Mapusa, Morjim, Margao and Vasco. Elaborately decorated floats showcased Goa's folklore, traditions and modern artistic expressions. Mardi Gras, New Orleans, US Travel companies said travellers are also taking a fancy to Mardi Gras celebrations in New Orleans, US, which has jazz, masquerades and Creole flavours on offer. French for 'Fat Tuesday', Mardi Gras is celebrated globally, but the most extensive celebrations take place in New Orleans. The festival is popular for its elaborate parades, costumes and food feasts, symbolising indulgence before the fasting period begins. Lantern Festival, Hoi An, Vietnam In 2024, Vietnam welcomed about 5,00,000 Indian tourists, a 297% jump compared to pre-pandemic levels. The lantern festival in Hoi An is a major draw and lights up the ancient town. The festival is held on the 14th day of the lunar month when the moon is at its fullest and brightest. Songkran Festival, Thailand Songkran brings with it water fights, temple visits and lots of Thai street food. Akin to Holi, Sonkran, marking the Thai new year, is celebrated with families and locals engaging in playful water fights, symbolising the washing away of past year's troubles. To be held next year from April 13- 15, the festival will also include cultural performances, beauty contests, sand sculpture contests, concerts and colourful processions. Companies are expecting numbers to go up further next year considering Thailand's growing popularity, budget friendly airfares, and easy entry requirements.
Time of India
7 days ago
- Time of India
Growing trend: Indian travelers embrace festival-centric trips fueled by social media
Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Social media content and FOMO — fear of missing out — is driving growth of trips centred around festivals and Germany's Oktoberfest to music and cultural events closer home, a growing number of Indian travellers are choosing trips linked to carnivals and festivals, according to travel companies and festival moments such as Bollywood film Zindagi Na Milegi Dobara's La Tomatina festival song, and Instagram's travel reels treading the routes less explored are catching the fancy of millennial and Gen Z travellers and fuelling this Gaur, CEO of WanderOn, a D2C travel-tech company, said travellers want to immerse themselves in cultural moments, and social media allure is propelling this demand. 'We have introduced a 'travel for a reason' calendar, with two or three carefully selected festivals and seasonal experiences available each month,' he now, it seems, Indian travellers are loving companies reckon this reflects a broader trend where travel is no longer confined to specific seasons but driven by newer reasons all tap into this demand, they have curated a diverse portfolio of festival-led holidays — spanning the most celebrated festivals to lesser known events in India and around the Pant, executive vice-president and head of holidays at Thomas Cook (India) said besides attending festivals, the company's itineraries also incorporate local crafts, gastronomy and cultural explorations in the festival travel portfolio spans global celebrations like Mardi Gras, La Tomatina, Oktoberfest and Rio Carnival, as well as Indian festivals like Rann Utsav and Goa Nandakumar, president and country head for holidays and corporate tours at the company, said festival tourism has evolved into a major travel driver because today's travellers seem eager to be part of these high-energy cultural moments.'From the fun waterfights of Thailand's Songkran Festival — often compared to our Holi to Japan's breathtaking Sapporo Snow Festival with its giant ice sculptures, each event delivers powerful emotion and cultural immersion,' he reckons, adding, 'What's encouraging is the growing interest not just from metro cities, but also from India's tier-two and tier-three markets.'Visitor footfalls to the Rann Utsav festival, held annually in the stunning white desert of Kutch in Gujarat, reached around 7,42,000 in FY24, up from 5,00,000 in FY23. Last year's traveller numbers more than doubled those recorded in FY22 — 3,50,000. Bhavik Sheth, chief operating officer of Evoke Experiences, the operator and organiser of Rann Utsav, which works as a public-private partnership model with Gujarat Tourism, says visitor footfalls could cross one million this year, based on advance booking trends.'Tent occupancy, particularly in premium categories, has improved year-on-year, with most high-demand dates like full-moon nights and festive weekends getting fully booked well in advance — up to four weeks earlier than in previous years,' said said international and group bookings have also shown upward trends, with international guests increasing by 15%, and group bookings now accounting for 35% of total reservations. To meet this growing demand, tent city capacity has been expanded to over 50 tents this Gaur, CEO of WanderOn, a D2C travel-tech company, said the Ziro Music Festival in Arunachal Pradesh is growing in popularity, having seen a 60% growth in interest for the company, with trip slots filling up well in said the appeal lies not just in the music, but in the destination as well, which is remote, scenic, and deeply rooted in tribal festival promotes indigenous tribes and artists from Indias Northeast, besides showcasing Indian and global independent as an eco-friendly, outdoor festival, it was founded in 2012 by entrepreneur Bobby Hano and Menwhopause guitarist Anup Kutty, and has featured a mix of artists ranging from Indus Creed to Rewben the annual beer festival in Munich, Germany, touted as the world's largest folk festival, has also transformed from attracting niche curiosity for Indian travellers to being a major draw for per the official Oktoberfest website, most of the international guests last year came from the US, UK, France, Switzerland, Austria, Poland, Spain, Netherlands, and 'for the first time, increasingly from India'."We have observed a 25% year-on-year increase in bookings for this event, especially among solo travellers,' Gaur added. founder and CEO Vikas Katoch also confirmed that Oktoberfest is one of the most demanded international festive tours. The popularity of Oktoberfest may also be topped up by the annual offers and promotions launched around the festival dates by beer chains such as The Beer Café, which hosted an OktoBEERfest party throughout October last year, featuring special German beers and year, revellers in Spain turn the small town of Buñol into a tomato-splattered playground. Gaur said WanderOn has recently launched a package specifically focused on the La Tomatina festival, which is in 'significant' demand, and that it is driven by newly married couples and helps that travellers can also explore Valencia's culinary scene and sample local dishes like paella and tapas. Meanwhile Adotrip also flew a 15-member group to Hyderabad for the Toma Terra event on May 11, dubbed as India's first tomato the upcoming Rio de Janeiro Carnival in 2026, has already received over 500 queries, said Katoch. The Rio Carnival is scheduled from February 13- 18 next year and is expected to draw large top Samba schools would perform the Samba on the streets of Rio. But, in the 1980s, Rio officials and organisers realised a change was in order, and in 1984, they constructed the Sambadrome Marques de Sapucai — a purposebuilt parade area for the comfort of tourists and to generate greater revenue through tickets. The Sambadrome was renovated in 2012. The stadium can seat over 80,000 visitors and accommodate 5,000 participants through the wide Marques de Sapucai organised a package for close to 30 travellers for the Bir Music Festival in Himachal Pradesh this year. The 13th season of the festival will be held from December 26-27 this year. As per the official website, the festival features 48 hours of non-stop music, has hosted 13,000 guests, and has seen performances by 500 foreign tourists are also coming to India to check out the local scene. Goa Tourism said this year's Goa Carnival in March attracted a 'significant' number of international tourists. The Carnival included 'familyfriendly' events, street plays, and children's parades. The festival's signature float parade set off from Panjim, continuing through Mapusa, Morjim, Margao and Vasco. Elaborately decorated floats showcased Goa's folklore, traditions and modern artistic companies said travellers are also taking a fancy to Mardi Gras celebrations in New Orleans, US, which has jazz, masquerades and Creole flavours on offer. French for 'Fat Tuesday', Mardi Gras is celebrated globally, but the most extensive celebrations take place in New Orleans. The festival is popular for its elaborate parades, costumes and food feasts, symbolising indulgence before the fasting period 2024, Vietnam welcomed about 5,00,000 Indian tourists, a 297% jump compared to pre-pandemic levels. The lantern festival in Hoi An is a major draw and lights up the ancient town. The festival is held on the 14th day of the lunar month when the moon is at its fullest and brings with it water fights, temple visits and lots of Thai street food. Akin to Holi, Sonkran, marking the Thai new year, is celebrated with families and locals engaging in playful water fights, symbolising the washing away of past year's troubles. To be held next year from April 13- 15, the festival will also include cultural performances, beauty contests, sand sculpture contests, concerts and colourful processions. Companies are expecting numbers to go up further next year considering Thailand's growing popularity, budget friendly airfares, and easy entry requirements.
India.com
15-07-2025
- Entertainment
- India.com
Star In Your Own Travel Movie With WanderOn Festival Packages
After smashing the 100-crore milestone, WanderOn claims it is all set to take you on unforgettable journeys. The company claims these journeys are not your 'regular vacation,' but more like a 'blockbuster Bollywood story you'll brag about for years.' The company says if you have dreamed of a 'Zindagi Na Milegi Dobara' moment at La Tomatina, or rocking it out like a true desi 'Rockstar' at the Ziro Music Festival, this is your chance to make it happen. Ready to live your best Bollywood travel moments? WanderOn shares details of the latest festival experiences that it has lined up just for you! 1. La Tomatina Special: Throw Tomatoes, Make Memories, and Live Your 'ZNMD' Moment Ready to be a part of the world's biggest food fight, experience pure chaos, wild fun, and be full of energy? WanderOn claims its Spain Tour Package (9N/10D) takes you straight to the heart of La Tomatina - the world's most famous tomato fight. The company says, "Forget your usual 'vacation' and get ready to throw some tomatoes, make new friends, and experience the ultimate freedom in the streets of Buñol." What to expect in the La Tomatina Special Trip? The Ultimate Tomato Fight: La Tomatina is all about throwing tomatoes at anyone and everyone, all in good fun. The company says the excitement, mess, and laughter will remind you of a Bollywood-style epic battle (without the dramatic soundtrack). WanderOn claims its trip ensures you're fully prepared for this chaotic, wild event. La Tomatina is all about throwing tomatoes at anyone and everyone, all in good fun. The company says the excitement, mess, and laughter will remind you of a Bollywood-style epic battle (without the dramatic soundtrack). WanderOn claims its trip ensures you're fully prepared for this chaotic, wild event. Local Culture & Food : While the festival is the highlight, WanderOn claims it will take you on a cultural journey through Spain. Where you can discover charming towns, enjoy authentic Spanish cuisine, and experience the vibrant local life. : While the festival is the highlight, WanderOn claims it will take you on a cultural journey through Spain. Where you can discover charming towns, enjoy authentic Spanish cuisine, and experience the vibrant local life. Adrenaline and Adventure: The company says La Tomatina is about experiencing the thrill, excitement, and laughter with fellow travellers. The company says the energy of this event is contagious, and you'll leave with memories that feel like living the wildest 'ZNMD' moments. WanderOn claims this 10-day trip is perfect for those who want to let loose and experience the most fun adventure of their life. 2. Ziro Music Festival: The Ultimate Music, Nature, and Friendship Escape Ever wished you could live your 'Rock On' dream while hiking, surrounded by the sound of live indie music? WanderOn claims its Ziro Music Festival Tour Package (6N/7D) is the answer! This music festival is nestled in the scenic Ziro Valley of Arunachal Pradesh and offers a blend of indie vibes, tribal culture, and jaw-dropping landscapes. What to expect in Ziro Music Festival Trip? Indie Music Vibes: With live performances under the stars and an eclectic crowd of music lovers, you'll feel like you're in your own Rockstar movie moment, claims company. With live performances under the stars and an eclectic crowd of music lovers, you'll feel like you're in your own Rockstar movie moment, claims company. Nature's Beauty : Surrounded by lush paddy fields and the Himalayan backdrop, the company claims that Ziro Music Festival feels like a perfect blend of music and nature. It's as peaceful as it is energetic, and offers the best of both worlds. The experience of this fest doesn't end at music, but you will be staying under the stars in your camps. : Surrounded by lush paddy fields and the Himalayan backdrop, the company claims that Ziro Music Festival feels like a perfect blend of music and nature. It's as peaceful as it is energetic, and offers the best of both worlds. The experience of this fest doesn't end at music, but you will be staying under the stars in your camps. Cultural Experience: The company says that the fun of Ziro music festival is not limited to songs, but you will be experiencing a different culture. The company claims you will be staying with the local tribes, where you can try their delicious delicacies. The company claims this 7-day adventure is perfect for anyone who loves music, nature, and exploring different cultures mixed with excitement. WanderOn claims the tour ensures you don't just attend a music festival, you become part of a vibrant, unforgettable experience. 3. Oktoberfest: Munich's Beer, Bavarian Vibes & Memories You'll Never Forget Ever wanted to star in your Beerfest-style adventure on your next Europe trip package? If yes, then WanderOn claims its 10N/11D Oktoberfest trip is your movie script come to life. What's to expect in the Oktoberfest Trip? Munich Madness: The company claims it will help you soak up the electric atmosphere of the world's largest beer festival. The company claims it will help you soak up the electric atmosphere of the world's largest beer festival. Fairytale Towns : From the castles of Füssen to the cobblestone streets of Rothenburg ob der Tauber, every corner feels straight out of a storybook. : From the castles of Füssen to the cobblestone streets of Rothenburg ob der Tauber, every corner feels straight out of a storybook. Local Flavours & Fun: Learn Bavarian dances, feast on bratwurst and pretzels, and discover traditions that make this festival so iconic. The company claims this isn't just a trip, it's an 11-day extravaganza packed with culture, adventure, and memories you'll replay like your favourite film scenes. 4. Japan Halloween Tour: Cosplay & Culture Have you ever dreamed of wearing spooky costumes in Japan? WanderOn claims its exclusive 7N/8D Halloween Special Japan Travel Package is your ticket to a world where pop culture and tradition are filled with fun. What to expect in the Japan Halloween Tour? Tokyo Halloween Extravaganza: The company says, kick off your journey in Tokyo as the city transforms into a dazzling parade of costumes, music, and celebrations. Stroll through Shibuya's neon-lit streets alongside thousands of cosplayers in what feels like your own blockbuster crossover of Kabhi Khushi Kabhie Gham and Spirited Away. The company says, kick off your journey in Tokyo as the city transforms into a dazzling parade of costumes, music, and celebrations. Stroll through Shibuya's neon-lit streets alongside thousands of cosplayers in what feels like your own blockbuster crossover of Kabhi Khushi Kabhie Gham and Spirited Away. Iconic Landmarks: The company claims that, along with Halloween, you will also explore this tech-friendly country. From the serenity of Kyoto's temples to Nara's friendly deer park and the majesty of Mt Fuji, every day is a new scene in your cinematic adventure. The company claims that, along with Halloween, you will also explore this tech-friendly country. From the serenity of Kyoto's temples to Nara's friendly deer park and the majesty of Mt Fuji, every day is a new scene in your cinematic adventure. Flavours & Friendships: Bond with your travel community over shared stories and laughter while feasting on sushi, ramen, and street food in Osaka Bond with your travel community over shared stories and laughter while feasting on sushi, ramen, and street food in Osaka Cultural Immersion: The company claims that whether you're dressing up or simply soaking in the atmosphere, this guided tour is a blend of Japan's timeless heritage and electric modern charm. So, Are You Ready to live your Bollywood moments? WanderOn says, "Pack your bags, bring your favourite outfits, and immerse yourself in the once-in-a-lifetime experience." With its festival trips, you're not just visiting a destination, you're living a story worth telling. Ready to collect memories that feel straight out of a Bollywood blockbuster? Pack your bags and grab your camera! Because 'Whatever happens on a WanderOn trip, becomes a memorable WanderOn story.' (This article is from the Brand Desk. User discretion is advised.)
Time of India
11-06-2025
- Business
- Time of India
India Experiential Travel Market: Experiential Travel in India to Hit $45 Billion by 2027 Driven by Gen Z, ET TravelWorld
Advt By , ETTravelWorld Join the community of 2M+ industry professionals Subscribe to our newsletter to get latest insights & analysis. Download ETTravelWorld App Get Realtime updates Save your favourite articles Scan to download App India's experiential travel market is expected to touch USD 45 billion by 2027, with Gen Z emerging as the segment's dominant force, according to a new survey released by travel company WanderOn. The data reveals a growing shift in traveller preference—from conventional sightseeing to immersive experiences such as guided tours, cultural exchanges, concerts, solo trips, and offbeat report attributes this growth to the rise in aspirational spending, particularly among India's younger population. 'Nearly 60–65 per cent of our revenues are coming from the younger generation within the age group of 18–35 years,' said Govind Gaur, Founder & CEO, WanderOn. 'We are witnessing a rising demand for curated, hassle-free, and immersive travel experiences , particularly among the 18–45 age group.'The report notes that 93 per cent of young Indian travellers now make independent travel decisions within their families, further strengthening their influence in the industry. Solo travel, once a niche preference, is now increasingly common among Gen Z, reflecting a broader desire for self-discovery and consumer insights also indicate that the average ticket size has nearly doubled since the company's inception. 'When we started, our average ticket size ranged from INR 12,000 to 16,000, which has now nearly doubled,' Gaur noted. 'We look forward to expanding by offering more premium, customised experiences that match evolving traveller preferences.'The broader travel sector is seeing rapid expansion, fuelled by India's 2.5 billion domestic tourism visits in 2023. The industry overall is expected to grow by USD 125 billion by 2027. Experiential travel's rise reflects changing priorities, particularly among younger Indians who are increasingly prioritising meaningful travel over material Gen Z actively choosing personalised experiences and offbeat destinations, the segment is poised to reshape India's travel economy in the years ahead.
