Travel in India is undergoing a quiet transformation. For many people, it is no longer just about ticking destinations off a list. There is a growing shift toward slower, more meaningful ways of exploring, where connection, learning, and local culture matter just as much as the sights themselves.
People aren’t just travelling. They are living the experience.
In the last few years, there has been a noticeable shift. Travellers want to do more than to just visit a place. They are looking to truly connect with a place whether it’s through a pottery workshop in a quiet village, a food walk in a new city, or stay in a family home where the host shares local stories over breakfast.
We have seen this firsthand at Airbnb. A recent survey stated that around 90 per cent of Indian guests book an experience during their trips, and 95 per cent choose destinations based on the activities they can try there. Nearly half said authenticity mattered most when choosing what to do, and a large number hoped to meet people along the way.
Interestingly, it is not just about faraway escapes. A growing number of Indians are choosing to explore their own cities in fresh ways. About three in four said they would be open to booking experiences in their hometowns: a sign that curiosity is not limited to new destinations.
We are also noticing that where people stay is influenced by the kind of trip they want. A yoga retreat in the hills calls for a peaceful, minimalist homestay. A cultural trail in Jaipur might pair well with a restored haveli. The stay and the experience are starting to feel like one.
The hosts are the real storytellers
At the heart of this movement are thousands of local hosts. These are people who open up their homes, share their way of life, and give travellers a glimpse into their culture. They are not just offering beds. They are offering perspective.
Their impact stretches far beyond the homes they run. Every time a traveller books a stay or an experience, local transport, food businesses, artisans, and guides also benefit. According to Oxford Economics, Airbnb supported over 111,000 jobs in India last year and added Rs 113 billion to the economy, spanning sectors as diverse as agriculture and manufacturing.
Tourism done this way becomes more than an individual adventure. It becomes something that supports an entire ecosystem.
Smaller towns, bigger potential
The other shift that is hard to miss is how travel is moving beyond India’s big cities. With remote work becoming more common and connectivity improving, smaller towns and rural regions are seeing longer stays and more footfall. Since 2019, non-urban bookings have grown threefold on Airbnb in India.
This opens up a lot of opportunities. It gives travellers access to less explored, often richer experiences, and brings new income streams to places that could use a boost. We have seen everything from heritage stays in Bundi to tea estate visits in Assam start to gain traction.
India’s travel story is being reclaimed by these smaller towns and new itineraries are being written to explore the spaces between the big cities.
Where do we go from here?
India is uniquely positioned to lead the next wave of experiential tourism. The country’s diversity, strong cultural identity, and vibrant community of hosts create the right environment for meaningful and sustainable travel.
By continuing to support local entrepreneurship in hospitality, investing in smaller markets, and improving access to technology and infrastructure, the tourism sector can drive inclusive growth. When travellers engage deeply with people and places, the benefits go beyond a single trip. Communities thrive, traditions are shared, and stories travel far beyond borders.
Tourism in India is no longer just about where people go. It’s about what they take with them, and what they leave behind for others to build on.
Amanpreet Singh Bajaj is Airbnb’s Country Head for India & Southeast Asia.