Hyderabad’s Food, Festivals and Heritage Drive Growing Culture-Led Travel: Skyscanner

Hyderabad: Hyderabad’s rich culinary traditions, festivals and heritage are increasingly influencing how residents plan their holidays, with more than half of travellers saying they now organise trips primarily around cultural experiences, according to a new report by global travel app Skyscanner.

The findings from The India Culture Travel Index reveal that 51% of Hyderabad travellers now plan holidays mainly around cultural experiences, while another 36% say culture adds value to their trips even when it is not the primary reason for travelling.

Food emerges as top cultural attraction

Regional food experiences emerged as the biggest cultural travel draw among Hyderabad travellers, attracting 56% of respondents. Festivals and celebrations followed at 54%, while spiritual journeys accounted for 51%.

The findings point to a growing shift away from conventional sightseeing towards immersive travel experiences involving local cuisine, traditions, heritage and communities.

Neel Ghose, Travel Trends and Destinations Expert at Skyscanner India, said culture was increasingly becoming a reason for Hyderabad residents to travel rather than simply an element of their destination experience.

He noted that food was leading this trend, while the city’s connection with spiritual heritage and Telugu culture was encouraging travellers to seek more authentic and meaningful experiences.

Hyderabad travellers seek cultural experiences beyond Telangana

The report found that 95% of Hyderabad travellers have travelled outside Telangana for a cultural experience. Around 87% said they were willing to travel outside their home state or visit lesser-known destinations in search of authentic cultural experiences.

Growing pride in India’s heritage, cited by 49% of respondents, and the rising popularity of food, craft and heritage trails, cited by 43%, were among the key factors driving the trend.

When asked which Indian states offer the richest cultural experiences, respondents from Hyderabad placed Telangana and Kerala at 18% each, followed by Andhra Pradesh at 17%.

Festivals increasingly influence travel plans

Cultural and religious festivals are also emerging as major travel motivators. Nearly three in four Hyderabad residents said they would consider travelling specifically to attend a cultural or religious festival.

Durga Puja (38%) and Diwali (37%) topped the list of festivals people would travel for. They were followed by Kumbh Mela and Pongal (33% each), Bathukamma (32%), Navratri Garba (31%) and Bonalu (31%).

The opportunity to experience celebrations that take place only once a year was the leading motivation for 31% of respondents, while 30% cited the desire to immerse themselves in local traditions and spirituality.

International cultural travel gains popularity

The interest in culture-led travel also extends beyond India. According to the survey, 25% of Hyderabad respondents have already taken an international holiday focused on cultural experiences.

Another 37% said they definitely wanted to take such a trip, while 28% were open to the idea, taking overall interest in international culture-focused travel to 90%.

Japan emerged as the most sought-after international cultural destination at 22%, followed by Thailand and Vietnam (17% each), France (16%) and the United Kingdom (15%).

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Food, Charminar and heritage define Telangana’s cultural identity

While Hyderabad’s culinary culture emerged as the strongest cultural attraction, the city’s historic landmarks also featured prominently.

Charminar, the Old City and historic monuments were identified by 50% of respondents as key elements of the region’s cultural identity. Spiritual destinations such as Yadadri, Bhadrachalam and Chilkur Balaji Temple followed at 41%, while Telugu culture, music and regional traditions accounted for 38%.

Respondents also said several Telangana experiences deserve greater visibility, including Charminar and Old City heritage walks (39%), Bonalu celebrations (33%), Medaram Jatara and tribal and rural cultural experiences (33%), Bathukamma (31%) and the Warangal heritage circuit and Kakatiya architecture (30%).

Heritage tourism expert Dr Navina Jafa said India’s cultural heritage extends beyond monuments to include creative communities, traditional practices and living cultural ecosystems. She highlighted the potential of immersive heritage tourism to support conservation and economic growth.

Safety and costs remain key concerns

Despite the growing interest in culture-led travel, practical challenges continue to influence holiday decisions.

Safety concerns, cited by 40% of respondents, emerged as the biggest barrier. These were followed by weather-related disruptions (34%), crowded destinations (33%), accommodation availability (33%) and high travel costs (32%).

To help travellers plan cultural journeys, Skyscanner offers tools including Explore with AI, Price Alerts, Whole Month Search, Nearby Airports, Flight Tracker and DROPS, which highlights flights whose fares have fallen by at least 20% over the previous seven days.

The findings highlight Hyderabad’s growing appetite for travel centred on food, festivals, spirituality and heritage, while also underlining the potential for Telangana’s diverse cultural attractions to draw more visitors from across India and abroad.