Data from Thomas Cook (India) Limited, India’s omnichannel travel services company, and its group company SOTC Travel, highlights a significant change in Indian travel preferences towards festival and cultural event tourism. As outlined in the India Holiday Report, nearly 75% of respondents expressed a strong interest in experience-led holidays, reflecting a broader trend where travel is no longer confined to specific seasons but is now driven by year-round events and festivals.
Travelers are actively seeking opportunities to participate in festivals and carnivals, viewing them as gateways to authentic cultural engagement and memorable experiences. To tap into this growing demand, Thomas Cook India and SOTC Travel have curated a diverse portfolio of festival-led holidays – spanning from the most celebrated festivals to lesser known hidden gems in India and around the world, aligning their offerings with the increasing consumer desire for experiential and event-based travel.
The famous La Tomatina in Spain (Aug 2025) turns Buñol into a tomato-splattered playground, where travellers can also explore Valencia’s rich culinary scene with dishes like paella and tapas. Oktoberfest in Munich, Germany (Sept 2025) serves up Bavarian beer gardens, folk parades and hearty cuisine.
In Brazil, the iconic Rio Carnival (Feb 2026) dazzles with samba, parades, and parties while Mardi Gras in New Orleans (Feb 2026) adds jazz and masquerades to the mix. In India, Onam Festival in Kerala (Sept 2025) offers grand boat races and traditional feasts.
Rajeev Kale remarked, “Festivals and carnivals have a fascinating way of bringing a destination to life – they serve as vibrant expressions of culture, history, and community. Today’s new age Indian traveller is seeking more than just sightseeing; they crave authentic, immersive experiences that connect them with local traditions and celebrations.”
S D Nandakumar added, “At SOTC Travel, we actively embrace evolving consumer trends to craft unforgettable, high-impact experiences that inspire and excite. By curating these festival-led journeys, we’re offering more than just holidays - we’re opening doors to stories and memories that travelers carry with them long after they return.”
