For Hyderabad travellers, the idea of a holiday is slowly moving beyond ticking famous landmarks off a list. Food, festivals and local traditions are increasingly becoming reasons to travel in themselves, says Neel Ghose, Travel Trends and Destinations Expert, Skyscanner India.
Excerpts from an exclusive interview:
Has Hyderabad’s love for food officially become its strongest cultural identity, even ahead of its historic landmarks?
Absolutely. One of the most striking insights from the Hyderabad findings is that food has emerged as the city’s strongest cultural connector. More than half (56%) of respondents said regional cuisine is the biggest cultural influence when choosing a destination, ranking ahead of heritage landmarks and spiritual sites.
What’s interesting is that this doesn’t diminish Hyderabad’s iconic attractions like Charminar or Golconda Fort, it shows that travellers increasingly want to experience a destination through its living culture. Food is often the first gateway into that experience. Whether it’s biryani, Irani chai, or exploring the Old City’s vibrant food streets, cuisine has become a powerful expression of Hyderabad’s identity. We’re seeing travellers move beyond sightseeing to seeking experiences that help them connect with the local way of life, and food is playing a central role in that shift.
Why are more Hyderabad travellers choosing festivals, local cuisine and heritage over conventional sightseeing?
We’re seeing a clear evolution in what travellers value. Travel today is becoming less about simply visiting famous landmarks and more about experiencing the culture that makes a destination unique.
Our research found that 83% of Hyderabad respondents say their interest in culture-led travel has grown in recent years, while 90% have either already taken or are interested in taking an international holiday centred around cultural experiences. Festivals are a particularly strong driver, with nearly three in four respondents willing to travel specifically for a cultural or religious celebration.
What makes festivals so appealing is that they offer something you can’t experience every day. Around 31% said the once-a-year nature of these events motivates them to travel, while 30% are drawn by the opportunity to immerse themselves in local traditions and spirituality. Rather than simply observing a destination, travellers increasingly want to participate in it, whether that’s celebrating with local communities, tasting regional cuisine or experiencing customs first-hand. That’s a significant shift in how holidays are being planned.
With Japan topping Hyderabad’s international cultural travel wishlist, what makes it resonate so strongly with local travellers?
Japan emerged as Hyderabad’s most aspirational international cultural destination, with 22% of respondents naming it as their preferred choice, followed by Thailand and Vietnam (17% each), France (16%) and the UK (15%).
Japan’s appeal lies in the depth and diversity of cultural experiences it offers—from traditional tea ceremonies and samurai history to its distinctive ability to blend centuries-old traditions with a highly modern way of life. This combination of heritage, living traditions and contemporary culture makes Japan particularly compelling for travellers looking for more immersive and meaningful cultural experiences.
The findings also show that this interest in cultural travel is not just aspirational—25% of respondents have already taken an international culture-focused holiday, 37% definitely want to, and another 28% are open to doing so. Together, these findings suggest that travellers are increasingly choosing destinations based on the experiences they can have there, rather than simply the landmarks they can visit. Culture is becoming one of the strongest influences on destination choice, and Japan’s position at the top reflects this growing desire to discover destinations through their traditions, history, food and the unique ways in which the past and present come together.
Can Telangana’s cultural icons like Bonalu, Bathukamma and the Warangal heritage circuit become major tourism magnets with better promotion? What needs to change to make culture-led travel more accessible?
The findings suggest there is meaningful potential to further strengthen interest in Telangana’s cultural experiences. Hyderabad respondents identified several home-grown experiences they would like to see receive greater attention from travellers, including Charminar and Old City heritage walks (39%), Bonalu (33%), Medaram J atara and tribal cultural experiences (33%), Bathukamma (31%), and the Warangal heritage circuit with its Kakatiya heritage (30%).
What is encouraging is that travellers are increasingly looking for ways to experience culture beyond simply visiting a landmark or destination. This could mean creating more accessible ways for visitors to engage with local traditions, food, festivals, crafts and communities. Better information, easier access and well-curated experiences could help travellers discover these cultural offerings and plan them more easily as part of their trips.
Is the rise of culture-led travel changing the way Hyderabad residents define the perfect holiday, from ticking off landmarks to seeking authentic experiences?
Very much so. The findings suggest that Hyderabad travellers are increasingly defining a memorable holiday by the experiences they can participate in, rather than simply the attractions they can visit.
This is reflected in both their destination choices and festival preferences. Popular domestic destinations such as Kochi, Udaipur, Almora, Kolkata, Lucknow, Puri and Kohima are all places with strong cultural identities, local traditions and distinctive festivals.
Festival preferences reinforce the same trend. Durga Puja (38%) and Diwali (37%) ranked highest, followed by Kumbh Mela (33%), Pongal (33%), Bathukamma (32%), Navratri Garba (31%) and Bonalu (31%). It’s particularly interesting that Hyderabad’s own festivals feature alongside some of India’s biggest cultural celebrations, highlighting that travellers increasingly value authentic cultural experiences wherever they take place.
More broadly, this reflects a shift in mindset. Instead of planning a trip around a landmark and discovering the culture along the way, many travellers are now starting with the cultural experience itself, whether it’s a festival, regional cuisine or a local tradition and building the entire journey around it. That evolution is one of the strongest themes emerging from this year’s research.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: deccanchronicle.com
