Travellers today are transforming the way they experience the world, placing a higher value on moments that inspire and engage. They seek the pulse-pounding thrill of a live concert or the adrenaline rush of a major sports event – experiences that leave a lasting impact.

This emerging trend is driven by a desire to experience authentic and unique events, making travel more than just a visit—it becomes a journey of discovery and meaningful connection. Music and sports tourism perfectly capture this shift, offering travellers the chance to engage with real-life events, resonate with the roar of a thousand fans in a stadium and create memories that resonate long after the moment has passed.

Music and Sports Tourism: A Surge in Global Growth and Spending

Research from Collinson International’s latest global report, The Value of Sports and Music Tourism, shares that sports fans are the highest spenders among event travellers, with over 51% of them spending more than $500 per trip per person. This highlights the significant economic impact of sports tourism, as it continues to drive substantial revenue in the global travel market.

The report reveals that both music and sports tourism are experiencing remarkable growth. In 2023, sports tourism was valued at $564.7 billion, and it is projected to nearly double in value to $1.33 trillion by 2032. Similarly, the music tourism sector is set for substantial expansion, with its market value expected to reach $13.8 billion by 2032. These impressive figures underscore the growing popularity of live events among travellers worldwide.

Several factors are driving this surge in music and sports tourism. The rise in the number of events is providing fans with more destination options, making it easier for them to plan their travels around their favourite activities. Additionally, the internationalization of sports leagues through TV and streaming platforms has broadened their appeal, encouraging fans to travel beyond their borders to catch live games. Music enthusiasts, on the other hand, are finding that attending concerts abroad can often be more cost-effective than seeing artists at home.

The desire for new and enhanced experiences is stronger than ever following years of COVID-19 travel restrictions. As live events return, fans are eager to immerse themselves in unique experiences, seeking more than just the standard concert or sports match. This renewed enthusiasm for live sports and music events is fueling growth in both sectors, cementing their role as major contributors to the global travel economy.

According to the OECD’s Tourism Trends and Policies report, the focus on experience-driven tourism has significantly increased, with travellers, particularly millennials and Gen Z, seeking meaningful experiences. The report emphasizes that more than 70% of travellers prioritize unique experiences over material possessions, highlighting a substantial shift in travel preferences toward immersive experiences.

Gig Tripping: Music as a Global Magnet

Music experiential travel, often called “gig tripping,” is becoming a major reason why people travel, as fans cross borders to see their favourite artists perform live. Being at a live music concert is more than just listening—it’s living the moment. The thrill of the crowd, the rhythm in the air, and every note make it an unforgettable experience. This trend is reshaping tourism by combining love for music with the excitement of exploring new places.

Music tourism travel is expected to progress, with a projected CAGR of 9.2% from 2024 to 2034. As of 2024, it is valued at USD 6,440 million and is anticipated to exceed USD 15,527.9 million by 2034, reflecting a 2.4X increase in market value according to a research report by Future Market Insights.

Taylor Swift’s Eras Tour is a perfect example of this trend. Fans from all over the world, including India, the UK, and Australia, have travelled to the U.S. to be part of her incredible concerts, leading to a 20% increase in visa applications for these events. Similarly, Beyoncé’s Renaissance World Tour has packed arenas across Europe, with cities like Paris and Berlin turning into global music destinations.

Similarly, K-pop has created a wave of music tourism globally, with fans journeying to South Korea to see BTS and BLACKPINK perform live. These bands have turned Seoul into a must-visit destination for music lovers, attracting fans from all over the globe who want to experience the K-Pop culture up close.

According to industry analysis, the movement of music fans travelling to see their favourite bands and artists perform live plays a crucial role in driving tourism worldwide. Concerts and tours by popular artists with substantial fan bases often lead to significant tourism activity in the cities and countries they visit, boosting local economies where these events are held.

Advances in technology have further expanded the reach of music, allowing enthusiasts to discover and access new artists and genres more easily than ever before. This increased accessibility encourages fans to seek out live music experiences, spurring travel to different destinations for concerts and festivals. Innovations like virtual experiences and live streaming also play a key role in increasing the global music tourism market size.

Music festivals continue to attract millions of travellers annually, with iconic events like Glastonbury, Coachella, Tomorrowland, Afrochella, Sunburn, Montreux Jazz Festival, and Ultra Music Festival leading the way in global music tourism.

Currently, Taylor Swift’s Eras Tour stands as the most significant attraction in the music tourism landscape. Spanning over 150 shows across five continents, the tour, which began in March 2023 and is set to conclude in December 2024 in Vancouver, Canada, has surpassed Elton John’s farewell tour in scale and impact. It has become the most discussed tour in history, drawing massive global attention.

Cities hosting Taylor Swift’s performances have reported a notable increase in tourism, with passenger traffic surging beyond typical levels. Local businesses and hotels are capitalizing on this influx by offering themed merchandise, special experiences, and packages tailored to Swift’s fanbase, further enhancing the economic benefits of the tour.

The rise of Gen Z and Millennial travellers has also contributed significantly to the boom in music tourism, driven by the influence of social media and global streaming platforms. Social media influencers and digital content creators are increasingly promoting music destinations, inspiring fans to travel and experience live performances, which in turn accelerates the global growth of the music tourism industry.

According to the Future Market Insights report in North America, the United States leads the industry and is expected to progress at a CAGR of 5.7% through 2034. In Europe, the United Kingdom is at the forefront, with a projected CAGR of 5.9% through 2034.

International music festivals thrive in India – Drive Tourism growth

In Asia Pacific, India is emerging as a key player in the industry. It is expected to grow faster than China and Japan, with a CAGR of 18.7% compared to China’s 14.4% and Japan’s 13.8% through 2034.

According to the report by Future Market Insights, the outlook for the Indian music tourism market is highly promising, with an expected compound annual growth rate (CAGR) of 18.7%. India hosts around 25 major music and food festivals annually, drawing approximately 1.5 million attendees from around the globe. This rising trend in music tourism is largely driven by an increasing interest among young people and travellers, significantly boosting India’s overall tourism industry.

In recent years, India has emerged as a key destination for international music festivals, attracting renowned global artists. Events like NH7 Weekender, held across various cities, and Sunburn in Goa, which focuses on electronic dance music (EDM), continue to gain momentum, seeing record attendance and popularity. These festivals play a crucial role in driving India’s music and tourism sectors. According to Booking.com’s Travel Trends for 2024, 33% of Indians are eager to travel this year specifically to attend events such as music festivals and concerts.

Lollapalooza, a globally recognized festival, has further fueled the growth of music tourism by expanding its presence into Asia with a two-day event in Mumbai, marking its first-ever edition on the continent. While ticket prices in the Indian market, averaging USD 20, have historically limited participation from top U.S. and European acts, Lollapalooza’s Mumbai tickets were priced competitively, reflecting growing market potential.

Additionally, platforms like BookMyShow have played a significant role in promoting international music tours in India, successfully bringing global artists like Justin Bieber and Ed Sheeran to Indian audiences. The Mumbai edition of the festival drew over 35,000 attendees each day, underlining the substantial economic impact of such events on India’s tourism and entertainment industry.

Indian artists are also playing a big role in this movement. Arijit Singh’s concerts draw fans from countries like the UAE and Singapore, making his live shows a must-see for Bollywood music lovers. Similarly, Diljit Dosanjh’s Illuminati Tour has attracted young adults from India to various global venues, highlighting the growing appeal of Punjabi music worldwide.

Visa applications have spiked by 20% for Taylor Swift’s Eras Tour alone, as fans prioritize live concerts as part of their travel experiences. Coldplay’s global tour and Diljit Dosanjh’s Illuminati Tour have also contributed significantly, with Diljit’s tour alone driving a 10% increase in visa applications, particularly among young adults aged 25-35 from cities like Mumbai and Bangalore. This trend highlights how live performances are no longer just entertainment but are becoming pivotal reasons for international travel.

ixigo, observes a significant shift in Indian travellers’ preferences, with more people willing to spend on experiences like music concerts and festivals. The passion for live performances is driving fans to travel, and this surge in bookings across flights, trains, and buses shows how music tourism is becoming a major force in the country.

This increased demand is also affecting airfares for major concert dates, with one-way non-stop flights from Bangalore to Delhi, typically priced around Rs 6,500, now reaching Rs 16,000 on October 26th. Likewise, a one-way flight from Mumbai to Delhi, which usually costs around Rs 5,700 in October, will now cost travellers Rs 12,000 on October 26th.

AbhiBus shared insights on the rising bus travel demand stating that searches for bus tickets to Diljit Dosanjh’s concert destinations spiked on the platform. Ahmedabad led with a week-on-week growth of 25-38%, followed by Pune and Bangalore. Notably, the platform witnessed strong demand from tier-2 cities such as Jaipur, Nagpur, Dehradun, Varanasi, Indore, Surat, and Kanpur for Diljit’s concerts. ixigo Trains highlighted the rise in train bookings with the report that train travel demand for Diljit’s shows in October & November in  Delhi, Hyderabad, and Bangalore has seen an average MoM increase of 85-90% in train bookings.

Coldplay’s upcoming 2025 India tour shows the growing trend of fans travelling for live music experiences. The massive demand for tickets caused BookMyShow’s website and app to crash, revealing just how eager people are to journey for unforgettable concerts. Coldplay’s Mumbai concert has driven a massive 800% YoY growth in train bookings between 18 – 21st January 2025 according to ixigo Trains.

This highlights how music is turning into a major reason for travel. Similarly, music performances by Dua Lipa, Bryan Adams, K-Pop, Techno king Boris Brejcha, Alan Walker and several international artists at the end of 2024 and all through 2025 are seeing sold-out venues with tickets priced from 2,500 to 47,500 well in advance.

From Ragas to Rock: India’s Music Festivals as a Genre of Their Own

Music festivals in India have emerged as a powerful platform for classical music, folk ballads, poetic mushairas and independent pop artists to showcase their talents. Beyond just music, these festivals play a significant role in driving regional employment and attracting tourists, turning Indian towns and cities into vibrant cultural hubs. These events not only highlight the country’s diverse music scene but also offer a window into India’s rich heritage and traditions.

One standout example is Ragasthan, a desert camping festival held in the majestic dunes of Jaisalmer, Rajasthan. This festival uniquely blends music, culture, and tradition, drawing in large crowds and putting the spotlight on the region’s cultural landscape.

Another key festival is the Dhrupad Mela in Varanasi, a five-day event dedicated to the classical Dhrupad genre of Hindustani music, held annually at the historic Tulsi Ghat. It celebrates India’s classical roots and draws enthusiasts from across the country and abroad.

Additionally, festivals like the Tantrik Trance Music Festival in Kullu, Himachal Pradesh, and the Deccan Festival in Hyderabad offer unique cultural experiences. The Tantrik Trance Music Festival celebrates Lord Shiva and Goddess Parvati through music and rituals, while the Deccan Festival showcases the spirit of Hyderabad with performances of ghazals, qawwalis, and traditional dances, commemorating the city’s rich history.

India’s music festivals not only captivate local audiences but also attract international travellers eager to explore Indian music and culture. Popular festivals like NH7 Weekender, Sunburn, Hornbill, Ziro Festival, and VH1 Supersonic with music ranging from folk to contemporary genres have seen growing attendance, emphasizing their role as significant cultural attractions.

These festivals not only celebrate music but also create a sense of community, bridging the gap between local traditions and global audiences. From Rajasthan’s folk ballads to Hyderabad’s poetic mushairas, each event offers a glimpse into India’s soul, enriching the travel experience and cementing India’s position as a cultural powerhouse in the global music tourism landscape.

India is poised to become a prime investment destination for investors and stakeholders. The ongoing developments highlight a strong growth trajectory for music tourism in the country, with international festivals playing a pivotal role in driving revenue generation and industry expansion.

Sports Events Fuel Travel Demand

Sports experiential travel has become a significant trend as fans journey globally to witness iconic sporting events live. The thrill of being in a stadium packed with passionate supporters, chanting and cheering, creates an atmosphere that can’t be matched on TV. This type of travel goes beyond mere tourism; it’s about experiencing the thrill of a game, the energy of the crowd, and the passion shared by fellow fans.

The global sports tourism market is projected to reach $1.8 billion (₹15,046 crores) by 2030. According to the World Tourism Organization (WTO), sports tourism accounts for approximately 10% of global tourism spending. It is projected to grow at a rate of 17.5% between 2023 and 2030, driving significant intra- and intercontinental travel.

Beyond its economic impact, sports tourism promotes social and environmental progress, accelerating development and creating a lasting positive legacy. Mega events like the Olympics and World Cups have the potential to act as catalysts for tourism growth when effectively utilized for destination branding, infrastructure development, and broader economic and social gains.

Travelling to watch international football has become a global craze, with fans crossing borders for events like the UEFA Champions League and FIFA World Cup. Packed stadiums in places like Wembley and Maracanã offer an unmatched atmosphere.

Bollywood stars are often seen enjoying sports events around the world, showing their love for football and tennis. For example, Ranveer Singh is frequently spotted at football matches, especially supporting his favourite team, Arsenal, in the Premier League. He has also attended the FIFA World Cup matches, cheering passionately from the stands. The 2026 FIFA World Cup in the USA, Canada, and Mexico is set to draw millions of passionate supporters.

Formula 1 races also draw huge crowds from all over the world. The Abu Dhabi Grand Prix, set to take place in November 2024, has seen a spike in ticket sales and travel packages from Europe, Asia, and North America. Fans are eager to experience the thrill of high-speed racing, glamorous events, and the vibrant nightlife that the UAE offers alongside the race.

According to the atlys report, The Abu Dhabi Grand Prix, along with races in the US, Mexico, and Brazil, has led to a 10-12% increase in visa requests from major Indian cities such as Delhi, Mumbai, and Hyderabad, especially around race weekends. Meanwhile, the 2024 Paris Olympics sparked a 60% surge in visa applications from India as sports enthusiasts geared up to witness the historic event firsthand.

Cricket is hugely popular, especially in countries like India, Australia, and England. It’s loved for its exciting matches, whether in traditional Test cricket or shorter formats like T20. The Indian Premier League (IPL) and international tournaments like the World Cup attract millions of fans who passionately follow their favourite teams and players.

The upcoming 2026 T-20 World Cup edition is going to be held jointly in India and Srilanka which is good news for Indian fans since the requirement for a visa shall not be there to watch their team excel at the premier tournament.

In India, the sports tourism market has shown such tremendous growth potential that it has shown interest in bidding for the 2036 Summer Olympics in an Indian city. As reported by Future Market Insights, the current market value stands at USD 10,870.41 million, with a forecasted compound annual growth rate (CAGR) of 17.1%. The market is expected to reach an impressive USD 52,967 million by 2033, highlighting the increasing significance of sports tourism in driving economic growth and travel opportunities within the country.

This is supported by major players in the Indian market. Thomas Cook’s 2024 India data trends reveal a 40% increase in demand for major global sporting events, with the Cricket World Cup, Wimbledon, the Olympics, and Formula 1 leading the list.

According to Booking.com’s 2024 travel trends, 73% of Indian travellers plan to go abroad specifically for sports events this year. The American Express Global Travel Trends report also indicates a growing interest among Indian sports enthusiasts, particularly F1 fans, with 29% intending to travel more for sports events and 30% specifically targeting F1 in destinations like Singapore

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The Report is based on survey data from travellers across the United States, Australia, Canada, Mexico, Japan, India, and the United Kingdom.

Sanjay Khanna, CEO, of American Express Banking Corp India, says, “Indians are planning to travel for gaining new experiences, learn about a city and its culture, break away from the monotony and try new food or cuisine. New trends like solo and leisure travel are also picking up amongst Indian travellers, with the ongoing demand for travelling.”.

Pop culture and social media are influencing the rise of “set-jetting”.

• The top sources of travel inspiration for surveyed Indians include Instagram (63%), Facebook (63%), online blogs (49%) and TV shows (49%).
• 48% of Indian respondents agree that they have been inspired to travel this year by a recent TV show/movie, with Game of Thrones and Emily in Paris topping the list.

Culinary delights driving the travel preferences of Indians.

• Highest amongst all the surveyed countries, 86% of Indian respondents shared that they typically book travel destinations based on popular restaurants located there. Participating in the local restaurant scene and food festivals are top experiences they are looking forward to during their upcoming travels.
• When it comes to food inspiration, more than 98% surveyed Indians agree that they are open to venturing out of their comfort zone and trying new foods while travelling.

Supporting local communities and the environment is on the minds of Indians while travelling.  

• 97% are interested in going on a vacation that supports local communities in 2023.
• 94% of surveyed Indians say that they are more mindful of the environmental impact of their travel decisions compared to a year ago.

Exploring lesser-known destinations and travelling on off–the–beaten path.

• 98% of surveyed Indians want to travel to a place they have never been before.
• Indian respondents are seeking hidden gems as 94% agree that they want to explore lesser-known destinations and 95% agree that they want to travel to a destination that is off–the–beaten path.

*Methodology:

The American Express 2023 Global Travel Trends Report is based on data obtained through an online poll conducted by Morning Consult between February 3rd – 11th, 2023 among a sample of 1,000 travellers from Australia, Canada, India, Japan, Mexico, UK and 2,000 travellers in the US who have a household income of at least a $70k equivalent, and who typically travel by air at least once a year. Results from each market survey have a margin of error of plus or minus 3 percentage points.

Gen Z and Millennials are defined as respondents as being born between 1981 – 2012.

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Travel aesthetic meaning

A travel aesthetic is all about creating a mood board, of either a collection of pictures or videos, that encapsulates a country or destination. The travel aesthetic collage of images aims to distill the essence of a location, from local cuisine to breathtaking viewpoints, to the fashion and culture of the area.

Extremely popular with Gen-Z, travel aesthetics are all about distilling a country or destination into an online mood board of imagery or video and are showcased on social media platforms like TikTok, Instagram, and Pinterest. Searches for travel aesthetics are skyrocketing, with searches up 81% in the past two years according to Google data.  These aesthetics then provide inspiration for future trips – meaning it’s an important trend for the travel industry.

Why ‘travel aesthetic’ or mood board trends are inspiring Gen-Zs to travel the world

Gen-Z has been inspired by the ‘travel aesthetic’ or mood board trends that have become popular on social media platforms. These trends often involve capturing dreamy, romanticized images of faraway lands and creating digital scrapbooks filled with travel photos, captivating quotes, and inspirational quotes. The idea is to create a visual representation of what their dream destination looks like and feels like, inspiring others to travel.

For many Gen-Zs, social media can provide an escape, allowing them to explore the world’s wonders from the comfort of their own home. With access to stunning visuals and captivating stories of faraway lands, they are being inspired more than ever before to explore and travel the world.

The ‘travel aesthetic’ trend also gives Gen-Zs a way to express their own unique style and personality through their digital scrapbook. By creating an inspirational mood board, they can show others what kind of traveler they are, as well as share their tips and advice for planning the perfect trip.

Apart from inspiring Gen-Zs to travel, the ‘travel aesthetic’ trend has also been credited with creating a community of like-minded travelers who are passionate about exploring new places and cultures. By connecting on social media platforms, these travelers can share stories, and advice and even plan a trip together. This has created a strong sense of camaraderie amongst travelers, making travel more accessible and enjoyable than ever before.

The ‘travel aesthetic’ trend has also been linked to highlighting important issues around sustainability and responsible tourism. By showcasing the natural beauty and capturing moments of people living in harmony with their surroundings, it brings attention to the need for preserving our planet and embracing responsible tourism practices. while choosing to explore the world and create lasting memories.

The Top 10 travel destinations of Gen Z with the most popular travel aesthetic for 2023

Swimwear brand Pour Moi has analysed data to reveal the countries and destinations around the world that have the most popular travel aesthetic for 2023, using both Google search and Pinterest board data.   

Highlights include:

• Japan has the most popular travel aesthetic, followed by Greece and France  
• India’s travel aesthetic is the fifth most popular in the world 
• Eight of the top 20 travel aesthetic countries are in Europe, including England, Ireland, Spain and Germany  
• Paris is the city with the most popular travel aesthetic, with New York and London also in the top three  

Japan has the most popular mood board travel aesthetic of 2023  

The study revealed that Japan is the country with the most popular travel aesthetic, with videos and images of the aesthetic including a mix of neon lights, crowded streets, blush pink blossoms and lush green forests.   

Three European countries follow in the top 20; Greece, France, and Italy. With 9,099 searches and Pinterest boards, Greece’s travel aesthetic features the country’s famed colour palette of white-washed buildings and bright blue seas, with pops of pink bougainvillea, alongside historic architecture of ancient ruins.   

France’s travel aesthetic has gained 9,097 searches and boards and encompasses the fine art and chic fashion of the cities, alongside the relaxed vibes and vineyards of the countryside. In third place, Italy’s travel aesthetic unsurprisingly features their famous cuisine in much of the Italy aesthetic imagery – pizza, pasta, cannoli, gelato, and Aperols are all seen regularly, against a backdrop of historic buildings and glorious views.    

India has the fifth most popular travel aesthetic, with 7,697 searches and boards. The visuals often include vibrant colours of saris, flowers, and spices coupled with iconic landmarks like the Taj Mahal. Other Asian countries included in the top 20 are China (8^th), Singapore (16^th) and South Korea (19^th). 

The only South American country in the top 20 is Brazil at 6^th place, and the only African country featured is Egypt at 13^th place.   

Top 20 mood board travel aesthetics by country (based on Google searches and Pinterest boards)

1. Japan, Asia – 23,198   

2. Greece, Europe – 9,099   

3. France, Europe – 9,097   

4. Italy, Europe – 7,996   

5. India, Asia – 7,697   

6. Brazil, South America – 5,362   

7. Mexico, North America – 4,995   

8. China, Asia – 4,062   

9. England, Europe – 3,864   

10. Spain, Europe – 3,602   

11. USA, North America – 2,767   

12. Germany, Europe – 2,689   

13. Egypt, Africa – 2,143   

14. Australia, Oceania – 2,039   

15. Canada, North America – 1,984   

16. Singapore, Asia – 1,701   

17. Ireland, Europe – 1,361   

18. Switzerland, Europe – 1,339   

19. South Korea, Asia – 1,193  

20. Turkey, Europe – 1,186    

Paris is the city with the most popular mood board travel aesthetic  

The ‘city of love’ has been revealed as the destination with the most popular travel aesthetic, with stunning sunset images of Montmartre, snaps of delicious Parisian food and shots of the iconic Eiffel Tower from all over the city featuring heavily in the travel aesthetic imagery.   

New York is the second most popular city travel aesthetic, with sunrises over the city, Manhattan Bridge and the beautiful autumnal hues in Central Park filling Pinterest boards as people get inspired for their upcoming trips. The UK’s capital London follows in third place, with images portraying the historic streets adorned with pillar box red phone boxes, eye-catching red buses and beautiful buildings.  

Whilst Japan might be the most pinned and searched for when it comes to country aesthetics, the capital Tokyo ranks as the fourth most popular city globally. The coastal city of Miami is the fifth most popular travel aesthetic city, with bright lifeguard huts lining the beaches and images of some of the stunning hotels filling Pinterest boards.  

There are in fact five US cities featuring in the top 10 with Los Angeles, Chicago and Las Vegas also amongst some of the most popular cities travellers are searching for and pinning as they look for inspiration for their future trips.  

Top 10 mood board travel aesthetics by city (based on Google searches and Pinterest boards) 

1. Paris, France – 15,798  

2. New York, US – 15,797  

3. London, England – 7,596  

4. Tokyo, Japan – 4,515  

5. Miami, US – 4,063  

6. Los Angeles, US – 3,467  

7. Seoul, South Korea – 2,731  

8. Dubai, United Arab Emirates – 2,719  

9. Chicago, US – 2,307  

10. Las Vegas, US – 2,107  

The trend however has come with a warning from travel experts, who love the idea of people enjoying travel aesthetic content, but warn that it could lead to disappointed travellers. 

James Chapman, an independent Travel Counsellor comments: “Anything that gets people excited about travel and exploring new places is great, and part of the enjoyment of a holiday is the pre-trip planning around where to go and what to see. However, I think we need to be careful about being caught out with unrealistic expectations. Anywhere that is heavily featured on social media will often be busy with tourists, and there’s always the risk it won’t live up to the perfect online images. Besides, sometimes the most truly breathtaking and beautiful places are those off the beaten track and aren’t on everyone’s mood boards yet.” 

Methodology 

The increase in searches is based on 2022 and 2021 data vs 2020 and 2019 data, globally, according to Google Keyword Planner.  Google search data was based on searches for ‘[country OR city] + aesthetic’, globally, comparing year-on-year data.   All data correct December 2022.

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In a report released by The Indian Hotels Company Ltd (IHCL) 2020 has been a year of change, which has altered the travel, tourism and hospitality landscape forever.

Health, hygiene and social distancing have been shaping travel, with reports indicating that over 90 per cent people view health and safety as a key consideration; with over 80 per cent travelers gravitating towards reputed brands for their plans.

With around 90 per cent people keen to resume travel, more and more travellers have been exploring the myriad beauty of India, leading to a rise in domestic travel.

Some of the key trends that carved the path of travel this 2020:

DRIVECATIONS

Over 80 per cent people indicated interest in travelling with family and loved ones, resulting in the growth of driving holidays as people were keen to travel to destinations within the close vicinity of their homes, leading to the discovery of offbeat locations.

Some travellers were even comfortable driving slightly longer distances to ensure that they could maintain a comfortable level of social distancing.

Destinations such as Goa, Rajasthan, Kerala, Uttarakhand and Karnataka, all driving distance from key cities, saw a rise in leisure travel in recent months.

STAYCATIONS

Confined to the safety of their homes, people sought creative yet safe ways to spend quality time with their close friends and family. Staycations have become increasingly popular at city hotels across Mumbai, Bangalore, Delhi and Kolkata among others.

Combined with minimal required travel, low on holiday planning time, cost and carbon footprint, staycations came to be the perfect solution for travelers of all generations.

WORKATIONS

With the lines between work and play blurring in the past months, there has been a rising urge to escape the four walls of home and maximize work from rejuvenating environs like a beach, palace, mountains or by the pool.

People continue to book longer stays at hotels to balance time with family and inspire a burst of professional creativity.

HOMESTAYS

The premium homestay market in India witnessed a steady growth as travellers looked for more exclusive, unique, and immersive experiences.

Moreover, reports indicate that over 70 per cent people prefer longer holidays ranging from a week to 10 days.Homestays gave travellers an opportunity to bond together in beautiful private bungalows and villas at unique locations, while experiencing authentic local culture and heritage.

WELLNESS TRAVEL

The past few months compelled Indians to slow down and focus on health and wellbeing. The future of travel remains increasingly focussed on experiences that positively impact overall wellness.

There was a rising trend of travellers embarking on wellness retreats that allowed them to reconnect with nature, indulge in curated wellness menus and rejuvenate their body and mind.

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With more aspiring Indian travellers having a growing spending propensity, this trend is further expanding with the choice of unique destinations. Palace Weddings offer royal and magnificent experiences for couples as well as guests attending the weddings. WelcomHeritage has a range of properties that offer a unique experience of royalty mingled with a splendour that is not seen in conventional city hotels.

According to a report by New World Wealth, India was home to around 2,36,000 High Net Worth individuals (HNWIs) in 2015 and this number is set to grow by 135 percent to reach around 5,54,000 by 2025. It is no wonder then that National Tourist Offices (NTOs) have been promoting themselves for destination weddings bearing in mind that the market is one that can afford the extravaganza.

Currently, the industry is over Rs 100,000 crore and is growing at 25-30 percent annually. The estimated cost of a wedding with no expenses spared could be between Rs 5 lakh to Rs 5 crore, in India. It is believed that a family in India, spends one-fifth of the wealth accumulated in a lifetime on a wedding ceremony. Considering the fact that the majority of India’s population is under 29 years of age, the marriage market is set to boom like never before over the next five to ten years.

For G.O.T like experiences

Birju C Gariba, CEO & Exec Director, Platinum Incentives & Events (P) Ltd

Hosting a destination wedding is like a two-edged sword, wherein it drives large group gatherings for the wedding and generates additional revenues from guests who stay over to enjoy the same destination or a different one.

Active engagement of the Tourism Board, special status and benefits for hosting weddings, demonstrating stellar support of immigration, customs, & several other requirements of weddings are a few things that can instantly help. In the last few years, we saw a lot of Game of Thrones-inspired themes, to the evergreen The Great Gatsby theme and Bahubali / Padmavat-inspired themes in an Indian wedding scenario.

Our Weddings Division plays an active role in contributing towards our market share, which has risen to be at about 25% of our total revenues. An active Social Media engagement and having a Bollywood celebrity, a cricket personality or a corporate tycoon to host the weddings are the fastest means to capitalise on this growing trend. Movies, TV/Flix Series,  Locations, Broadways,  Colours & Festivals have always been a source of great inspirations for themes.

We also saw the colours of Tiffany and design elements come alive but the year belonged to abstract floral work and one of the most amazing Cherry Blossom themes.

Leave the Ordinary Behind

Sanjeev K Nayar, General Manager, WelcomHeritage

Understanding the factor that Indians are seeking exclusive factor in making their wedding unique, Hotels are now aggressively promoting themselves as wedding destinations in India and foreign tourism promotion boards are also aggressively eyeing this market by offering lucrative deals.

Weddings not only bring in revenue from the ceremony and party, but these events also bring in revenue to the entire asset. Food and beverage, retail, spa, group bookings, and more, are all areas of revenue weddings feed into. The taste of new age love birds is changing they are looking towards weddings in leisure and off-beat destinations. Big fat Indian weddings are the norm in most parts of India, particularly in north Indian weddings.

Turkey: The Wedding Playground of the Rich

H. Deniz Ersoz, Culture & Tourism Counsellor, Embassy Of The Republic Of Turkey

Destination weddings are a great way to explore various cultures and cities around the world. Once the wedding is over people like to extend their stay. For capitalizing on this growing trend, travel businesses and wedding planners need to have thorough information about the destination and what it offers to the client.

For instance, Antalya and Bodrum offer an all-inclusive facility, therefore destination weddings are not expensive unless of course you want them to be, with fewer guest list and a complete package from start to finish, a destination wedding is pretty light on your pocket as compared to regular weddings. The wedding market is huge. Last year we had 15 Indian weddings in Turkey and this year we are going to have 30 Indian weddings approximately. By the end of 2023, we are aiming to host 100 Indian weddings every year.

Turkey hosted 46 million tourists globally in 2018 out of which Antalya hosted 13 million and Istanbul hosted 12 million tourists.
With the growing trend of theme weddings, Turkey has a lot to offer and has also witnessed some Indian theme weddings, such as the entrance of the bride and groom in a hot air balloon for their sangeet ceremony,

Cappadocia has a lunar landscape; in that sense, it is 100% guaranteed that you will have one kind of wedding picture if you are getting married in Cappadocia. Other themes such as winter wonderland, sailing through the Bosphorus in a private yacht with a splendid backdrop or indulging in a fascinating palace wedding in Istanbul, retro theme and a laidback beach party in beautiful Antalya and Bodrum seaside location in Turkey, divine bays of blue water caressing creamy sand beaches with towns perched on the cliff tops.

Malaysia: The most sought-after destination

Mohd. Hafiz Hashim, Director, India, Malaysia Tourism Promotion Board, Mumbai

Travelling to a special destination to get married has become a trend in vogue with today’s modern couples. Destination weddings are not just about the wedding couple, but often, it also involves the couple’s family members and guests too. It’s been observed that Malaysia is a popular wedding destination, and couples often have a theme such as a beach or lakeside wedding or getting married in the mountains or caves.

Tourism Malaysia is promoting many themes and locations that could provide inspiring ideas to take their wedding photos or get married in Malaysia. These themes include Forest fantasy; Glorious gardens and lovely lakes; Idyllic islands and beaches; Under water; Majestic mountains and Mysterious caves.

Tourism Malaysia has been aggressively participating in and promoting this segment through trade shows, seminars and exhibitions. We are now trying to increase our share in this segment which currently has under 5% of total share from tourist arrivals to Malaysia. Especially in India, where this segment is growing, we are trying to tap the segment as we have all the needs to cater for the Indian wedding. An Indian family needs infrastructure. For a 600-people wedding, you will need 300-350 rooms at one location. Malaysia has such properties that host more than 1,000 people easily. Generally, hotels in Malaysia are quite flexible by allowing special care of arranging their own chefs, assisting in customs clearance, etc.

Thailand: Your Wedding Specialist!

Pinki Arora, Marketing Representative North & East India, Bangladesh & Nepal, Tourism Authority of Thailand

Amazing Thailand is well-known as ‘A Dream Wedding Destination’ and has always been one of the most popular destinations for grand Indian weddings. The choice for a wedding in Thailand ranges from the pristine beaches of Khao Lak, Koh Samui, Phuket, Krabi, Pattaya, Rayong, and Hua Hin, to lush green mountains of Chiang Mai and Khao Yai or a city and riverside wedding in Bangkok that has world-class hotels and convention centres.

Over 400 Indian couples tie the knot in Thailand every year, with an average number of guests ranging from approximately 200 to 500.

Thailand is a popular choice for Indian weddings because of factors like proximity to India; beautiful locales, value for money destination, world-class hotels, a variety of Cuisines from in-house chefs to catering services, or even bringing your own chef!; modern excellence combined with traditional details and because we serve all wedding needs. All this combined with reasonable pricing options and warm Thai Hospitality and the “Can Do” mindset of Thai people makes Thailand the ideal location for celebrating these special occasions.

To further promote Indian wedding celebrations in various destinations of Thailand, TAT New Delhi has launched a one-stop website for all things related to Thailand as a wedding celebration destination: E-training given to the Wedding Planners.

TAT New Delhi has created a website to provide couples, wedding organisers, and travel agents in India with useful information to help plan the perfect Indian wedding celebration in Thailand. For couples, there is a detailed step-by-step plan on how to plan their wedding – right from the moment they decide on Thailand as their preferred destination.

For event organizers or travel agents, this website includes a section where they can register their business, take a quiz and receive a “Wedding Specialist” certificate from the Tourism Authority of Thailand (TAT ) New Delhi. Apart from this, to promote weddings in Thailand, TAT is offering incentives to wedding planners to encourage them to organize more wedding celebrations in Thailand. Thailand was the first country to market and promote the destination for Indian weddings. We have been very successful and now around 400 Indian weddings are held in Thailand every year.

RHG: A Class Apart

Zubin Saxena, Managing Director & Vice President Operations, South Asia, Radisson Hotel Group

It is estimated that the Indian wedding market is the second largest in the world and is growing at an annual rate of about 20 percent. This naturally makes it a highly attractive sector. At Radisson Hotel Group, we are focussed on creating unsurpassed wedding experiences for every couple.

Radisson Hotel Group has hosted weddings in a wide variety of stunning destinations, including some of India’s most romantic settings, from the snowy mountains of the Himalayas to the backwaters of Kerala, historic and cultural cities like Udaipur, Jaipur, and Jodhpur, and beachfront weddings in Goa.

Our menus and themes have captivated our customers and created some truly spectacular occasions. We have hosted weddings based on the culture of each destination, as well as some more niche events based on Bollywood theme, beach themes, or biker themes. Every wedding is tailored according to the specific needs of each couple, including the décor, catering, and more.

We need to focus on delivering services that resonate with wedding traditions, incorporating local accents and highlights which accentuate the destination, enhancing value derived from the destination. Wedding packages must be developed and promoted, including the effective use of online channels and third-party media, such as wedding magazines, blogs and websites.

We also need to develop strong partnerships and collaborations with event planners and suppliers to create an end-to-end service for all wedding planners, from pre-wedding arrangements and photo shoots to grand wedding celebrations and honeymoons. Every wedding guest is also a potential future customer and a source of word-of-mouth recommendations, so it’s important to keep every guest happy. Overall, weddings and banquets contribute a significant amount to our revenues.

Your Partner in Bliss

JB Singh, President & CEO, Interglobe Hotels

Destination weddings in India have seen strong growth in recent years. According to the Wedding Tourism Report by MRSS India, the wedding market in India is currently pegged at INR 1,10,000 crore, out of which around INR 23,438 crore can be attributed to destination weddings. In addition to this, this figure is expected to double at a staggering rate to INR 45,000 crore by the end of 2020, growing at 25-30% annually.

Wedding travellers usually camp in a location for close to 3 nights and wedding planners make arrangements for the guests to explore the local destination through guided tours, meals at prominent eateries, exclusive local experiences and other activities. Wedding destinations support the local economy well, and we believe this sector is primed for growth in the coming years.

Cities like Jaipur, Kochi, Nashik and Coimbatore are some popular destination wedding locations in our portfolio of hotels which are well-equipped to have supporting wedding functions and have helped us generate good room night demand during the wedding season. Even our hotels in Tier-I Markets have been able to tap into this demand like in Mumbai, Gurgaon, Hyderabad, and Kolkata.

Key measures needed to ensure hotels can capture and benefit from this segment are, of course, the hotel’s ability to be flexible for wedding groups. Wedding groups have large volumes and in some of our hotels, we have the ability to accommodate triple occupancy for wedding groups we also work towards ensuring privacy for the groups by blocking complete floors for them.

Important members of the family and friends can also enjoy an upgrade to rooms with extra benefits.
Our new hotels are coming up with larger meeting spaces to cater to the growing needs of MICE. In fact, our latest hotel in Kolkata has one of the largest meeting spaces in the whole portfolio with around 2,457sq.ft. of event space.

Our hotels in Coimbatore, Kochi, and Jaipur get close to 20-25 percent of their revenue from wedding groups during peak months. Our hotel in Mumbai sold close to 1000 room nights alone last month due to large wedding gatherings in the city. Going forward, our hotels will continue to monitor more such wedding groups as they are close to 60-80 wedding event dates a year and we see this as an important segment.

For Tailored Experiences

Sumit S. Parasrampuriya, Founder, A More Entertainment

Recently, we organized a wedding wherein the bride, an Indian NRI, and the groom, a Spanish resident, had invited their friends and family to attend their tailor-made 2-day extravagant wedding event in Goa. We had guests flying from across the globe – Italy, Spain, Germany, USA, Singapore, Kenya, Uganda, the UK, and Hong Kong.

We designed an exceptional wedding logo for the couple, provided customized wedding luggage tags to ease the luggage transfers at the hotel, and prepared a unique and stylish itinerary ‘Passport’ for every guest, which had the 2-day schedule along with a special message from the bride and groom’s parents. A customized cabana with floral décor was made especially for this occasion. The couple exchanged the rings followed by the Varmala ceremony in front of a customized floral backdrop.

Nowadays, the primary trend in Indian weddings is to modernise without disregarding time-honored traditions. Spending has shifted from Jewellery, which may never be worn again, to trips that everyone can enjoy in a destination wedding. Spending on weddings is not a new thing in India. But what is changing is, it is getting more organised and professional, thus creating a new set of opportunities and professionals.

Atisuto: The Trendsetter

Sabah Shaikh, Founder & Creative Director, Atisuto Events

The size of the wedding market is growing every year. Currently, people are spending huge amounts on styling and décor for their wedding ceremonies. Without skimping on costs, weddings are now becoming smaller in size and more personal. Two years from now, people are going to spend more money on a destination wedding, personalized décor, styling, etc. The graph is at an all-time high in the wedding market.

New ideas and themes feature every season. A trend this season is “eco-friendly” weddings, with mandaps made up of green foliage and flowers. Many of the giveaways are succulents or small plants with quirky tags on them. Minimal is the new trend, many couples are going for minimal setups at lavish venues for Indian weddings, keeping their weddings very personalised. Another trend doing the rounds is neon signages, with various quotes or the couple’s initials.

Couples are going for easy trends like boho picnics or boho decorations for their mehendi ceremony or other festivities. Along with this, pastel colours are making it high on the list of couples, who want simple yet bold elements at their functions. Many times trends can be recurrent, as every few years down the line, themes come back into fashion creating new hype.

Hyatt: For Designer Weddings

Harleen Mehta, Vice President, Sales Operations India, Hyatt Hotels

In India, weddings have always been lavish and larger-than-life celebrations. The concept of destination weddings is gaining huge traction and is inevitably turning into a great pull for tourism as it helps showcase the food, culture, traditions, and various other nuances of the region.

Location plays a key role in deciding a destination wedding. However, flexibility and building attractive and tailor-made unique experiences play an equally important part in attracting customers today. Couples prefer arranging everything their way, which makes it important to offer a wide spectrum of experiences that can be customised and improvised to suit different mindsets, cultural sensitivities, lifestyles, and preferences.

We’re also observing that an increasing number of people are now planning the entire wedding process at hotels from pre-wedding shoots to wedding rituals and the reception. There is also a high degree of personalization with people focussing on enhancing individual guest experiences. Some of the factors which hotels can work upon to capitalize on inbound tourism from weddings would be to offer unique venues, customised services, and personalized offerings – elevating the overall experience for the guests as well as the couples.

At Hyatt, it has always been our endeavour to create an unparalleled and aspirational wedding experience. Many of our hotels in key destinations such as Goa, Mumbai, Kochi, Delhi, Chennai, Hyderabad, and Kolkata, are known for their expertise in offering a one-stop wedding event solution.

It is this exclusive and very hands-on experience that has ensured that our hotels are on the top of the mind when it comes to the planning and execution of high-end weddings – and our bookings reflect that. Over the years, Grand Hyatt Mumbai has hosted some of the most talked-about, high-profile industrialist and Bollywood weddings with exotic themes and extravagant dining experiences.

At Andaz Delhi, we offer our guests a blank canvas in the form of our state-of-the-art event facilities and team of regional chefs as well as locally inspired F&B offerings. We encourage guests to create their own wedding experience in their own personal style (andaz).

The larger-than-life installations and décor suspended from the high ceiling in the ballroom, to the dedicated elephant path for a majestic baraat arrival, as well as the residential studios for pre-and post-wedding celebrations at Andaz Delhi, have been witness to some of the most stylised and famous weddings in the city.

Over the years, the wedding market has become a significant contributor to the business of a number of our properties in India. This year too, we are looking forward to a robust wedding season.

A New Standard in Weddings

Bhavnesh Sawhney, Director, Wedniksha Wedding Planners

With every year passing the Indian wedding market is expected to get more dynamic. The size of the wedding keeps on increasing with each wedding being more luxurious and grand than the previous one. Over the next two years, the Indian wedding market is expected to grow exponentially.

Customisation is one of the biggest trends in India. Couples are opting to personalize their weddings in a way that feels natural to them. Be it at exotic destinations, bespoke wedding outfits of the bride and groom, wedding favors, or minimal floral décor, the trend of customizing has taken the industry by storm.

Cross-Culture Weddings: A fusion of rituals and ceremonies from two different cultures is becoming quite popular. Whether it’s a 2 or 4-day celebration, like in the case of Indian Christian weddings as an example, you have a confluence of both the bride and groom’s traditions is gaining popularity.

Exotic Destinations: Gone are the days when people picked easily accessible ballrooms or beaches as wedding destinations. International destinations such as Tuscany, Santorini, Ras Al Khaimah, and Sun City in South Africa are gaining popularity among many Indians. In India, currently, many people are opting for old but timeless palace weddings. The massive palaces in Rajasthan are perfect for those opting for a royal wedding.

One of the most magnificent weddings handled by Wedniksha, an initiative of Wizcraft, was among the early weddings of 2019. Two of the most influential business families based out of Delhi came together for a grand wedding at the City of Lakes, Udaipur, when Aditya Munjal scion of Hero cycles group got married.

 The celebration saw a slew of high-profile industrialists, businessmen, politicians, celebrities, and international guests present at the wedding. The 4-day wedding celebration was spread across prestigious hotels namely Oberoi Udaivilas, The Leela Palace, and Hotel Trident in Udaipur.

The grand affair saw performances by artistes such as Kanika Kapoor, Gurdeep Mehndi, Harshdeep Kaur, Mika Singh, and Pritam and the band, which made for an unforgettable event. With 24-hour hospitality lounges at all guest-residing hotels, customized chartered flights from Delhi to Udaipur with personalized welcome messages, tray menus, boarding passes, and dedicated check-in counters, every aspect added to an impeccable hospitality experience.

The Plush Touch

Ruchika Arora, Director, Plush Events & Weddings

As per the estimate given by the market survey done by CNBCTV18, the value goes to Rs 4000-5000 crore with its ever-growing market for the same. With this trend, it is assumed to grow by another 25-30 % by next year. The Indian Wedding Market has expanded rapidly over the last decade with more exposure from the internet; also people have a fair idea of the work they desire!  Weddings have become more personal where people want everything from custom creations to musicals and entertainment, fancy cakes, and personalised décor.

 Destination weddings have taken the lead with the celebrity weddings spree last year while others focus on theme weddings,  drama, accent floral, floral installations, and interactive décor.  Pantone announced the colour of the year i.e. Living Coral which can rule the themes with other colour trends as Dusty rose, Sliver sage, and Mustards complemented by décor like neon lights, metallic details, layering of floral and fabrics, and pop of colours ! The Indian Market is now exploring their creative side.

For Picture-perfect moments

Achint Nag, Managing Director, Krayonz Entertainment

Weddings indeed mark an exceptional moment for the couple. It is a beautiful ode to their next adventure together, which needs to be celebrated! Recently, we organised a wedding at Fairmont Ajman where the entire event was conceptualized and managed by us, and wedding coverage was done by WeddingNama.

The three-day wedding extravaganza began with a rousing Mehendi Function with Emcee Dilruba Pandey and DJ Taher, and some special activities including bhangra dancers dancing to the tunes of Bollywood numbers and games like Jenga for all youngsters. There were Pre-wedding Rituals, the Safa Bandhai ceremony and Groom’s entry was magnificent and guests danced enthusiastically to the beats of desi dhol and Dj Taher in a Dj Truck.

The Reception, on the last day, was planned in such a manner that the Event started with a lovely Sundowner followed by the guests dancing on the Dance Floor to the tunes of Dj Manoj. From pristine beaches, regal hotels, city landscapes, and customized services by Krayonz Entertainment, the couple was appeased with the wedding of their dreams coming true.

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