From Experience-First Holidays to Tap-and-Pay Travel, Behaviours Shaping the New Indian Traveller

The insights from Thomas Cook India and SOTC Travel show how Indian travellers are reshaping tourism in 2026 under the World Tourism Day theme of “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Experience-first travel:
Choices are driven by wildlife safaris, culinary trails, adventure, spiritual immersion, and premium events (cruises, rail journeys, Formula 1).

Moments over calendars:
Holidays are planned around festivals, concerts, sporting events, and short breaks rather than just annual vacations.

Digital discovery:
Social media, OTT content, and AI-powered recommendations spark inspiration and personalize itineraries.

Seamless payments:
Forex and travel spends are increasingly digital, with 57% of forex-card transactions contactless or online.

Beyond metros:
Tier-2 and Tier-3 cities like Lucknow, Indore, Surat, Kochi, and Bhubaneswar are driving outbound growth, with travellers seeking distinctive experiences like Arctic cruises or Northern Lights.

Journey as experience:
Cruises, premium rail, glamping, and wildlife stays are valued as part of the holiday itself, not just transit.

Industry Voices
- Rajeev Kale (Thomas Cook India): “Travellers are becoming more intentional… moving beyond destinations to experiences that offer discovery, immersion and personal relevance.”
- S.D. Nandakumar (SOTC Travel): “Technology is integral… from social media inspiration to AI-enabled recommendations, the journey is becoming more connected and personalized.”

This paints a picture of a traveller who is experience-driven, digitally empowered, and geographically diverse. It’s not just about where Indians go, but why and how they travel — with technology making the journey more seamless and personal.