Heritage Destinations See Surge in Demand as Travellers Plan Longer, More Intentional Trips

Heritage travel in India is no longer a niche detour—it is fast becoming a primary driver of travel decisions, with fresh data around World Heritage Day underscoring a clear shift in traveller behaviour. Nearly 14.9% of all bookings—about one in every seven trips—are now centred around heritage destinations, marking the highest share recorded in the past three years. The growth trajectory has been equally steady, with bookings rising from 67,788 in FY 2023–24 to 83,235 in FY 2025–26, indicating sustained momentum rather than a temporary post-pandemic surge. Industry insights reveal that travellers are approaching heritage trips with greater intent.

Close to 60% of bookings are now made directly through digital platforms, significantly higher than the budget hospitality average. This suggests that travellers are actively planning these visits, often returning to the same platform rather than making last-minute or discovery-based decisions. The traveller profile is also evolving. Heritage stays are seeing a 48% higher share of international guests, particularly from the UK, Germany and France.

These visitors are not only choosing these destinations more frequently but are also staying longer—spending nearly 14% more time on average than domestic travellers. Interestingly, budget travellers—once associated with short, cost-driven trips—are now extending their stays and booking further in advance. This points to a shift towards more immersive experiences, where heritage properties are no longer add-ons but the focal point of travel itineraries. The nature of engagement with these destinations is also changing. Travellers are opting for slower, more independent exploration—choosing to stay within historic districts, revisit landmarks, and spend more time absorbing the cultural fabric of a place. This move away from rigid itineraries to experience-led travel is shaping a new kind of heritage tourism. Repeat travel patterns reinforce this trend. Around 25.9% of guests return within 24 months, highlighting strong revisit intent.

Accessibility also plays a role, with several heritage landmarks located close to key accommodation hubs, making these destinations easier to explore at a deeper pace. Among cities, Jodhpur leads in bookings, followed by Jaipur and Hyderabad, with iconic sites like Mehrangarh Fort, the Walled City of Jaipur, Charminar and Golconda Fort continuing to attract steady footfall. Hampi has emerged as the fastest-growing destination, recording a 15.7% year-on-year increase, while Udaipur completes the top five. Hampi’s rise is particularly notable. Once considered underexplored, the UNESCO World Heritage site is now witnessing a surge in interest, signalling a broader shift towards lesser-known heritage destinations beyond traditional tourist circuits. Seasonality continues to influence demand, with over half of all bookings concentrated between October and February, coinciding with major cultural events such as the Pushkar Fair, Hampi Utsav and Taj Mahotsav.

This alignment with India’s cultural calendar further reflects a move towards experience-driven travel. Taken together, the data points to a decisive shift: travellers are planning more thoughtfully, staying longer, and returning more frequently. Heritage tourism, once peripheral, is now central to India’s travel landscape—no longer a stop along the way, but the reason for the journey itself, as highlighted by platform insights from Zostel.