Festivals are increasingly shaping travel decisions among Indians, with regional celebrations emerging as key holiday travel drivers. Thomas Cook (India) Limited and its group company SOTC Travel are witnessing travellers aligning holidays with events such as Onam in Kerala, Pongal in Tamil Nadu, Ganesh Chaturthi in Maharashtra, Navratri in Gujarat, Durga Puja in Eastern India, Mysore Dasara in Karnataka, Dussehra across North India and Diwali celebrated pan-India. As festivals create opportunities for extended breaks, travellers are combining celebrations with spiritual journeys, cultural immersions, family holidays and international getaways.

The trend is evident across India's key source markets. Travellers from Kochi and Thiruvananthapuram are leveraging the Onam holidays, while Chennai and Coimbatore are planning vacations around the Pongal break. Mumbai and Pune continue to see festive travel around Ganesh Chaturthi, while Ahmedabad and Vadodara are aligning holidays with Navratri celebrations. Kolkata and Bhubaneswar are emerging as key travel hubs during Durga Puja, while Bengaluru and Mysuru are witnessing travellers extending the Mysore Dasara holidays. Delhi NCR and Jaipur are among the key markets planning holidays around Dussehra, while Diwali continues to inspire travel across metros including Delhi NCR, Mumbai and Hyderabad.

Spiritual and Cultural Experiences Continue to Hold Strong Appeal

For many travellers, festivals remain deeply connected to faith and tradition. Destinations such as Vrindavan and Mathura witness heightened interest during Janmashtami, offering visitors the opportunity to experience celebrations through temple rituals, devotional music and cultural performances. Kolkata continues to attract travellers during Durga Puja, when the city transforms into a vibrant showcase of art, culture and community spirit. Varanasi also sees increased interest during Diwali and Dev Deepawali, while Mysuru draws visitors from across the country for its iconic Dasara celebrations.

International Holidays Gain Momentum During Festive Breaks

While domestic destinations remain popular, festive holidays are increasingly serving as a launchpad for international travel. Europe continues to be a preferred choice among aspirational travellers seeking culture, history and scenic landscapes, particularly during the autumn season. Southeast Asia is witnessing strong demand from families and first-time international travellers. Destinations such as Indonesia, Thailand, Vietnam, Singapore and Malaysia continue to perform strongly for their blend of leisure, culture, family-friendly attractions and easy accessibility.

Travellers seeking immersive long-haul experiences are also showing growing interest in Japan, China, Egypt, South Africa and the UAE, drawn by unique cultural experiences, natural landscapes and curated itineraries.

Experience-Led Travel Takes Centre Stage

One of the defining characteristics of festive travel today is the shift towards experience-led holidays. Travellers are increasingly prioritizing meaningful activities over traditional sightseeing. Whether it's participating in a tea ceremony in Japan, witnessing cultural performances in Bali, cruising through Ha Long Bay in Vietnam, exploring ancient wonders in Egypt or discovering local traditions across Europe, travellers are seeking experiences that deepen their connection with a destination.

Multi-Generational Travel on the Rise

Another notable trend is the rise of multi-generational travel during festive periods. Parents, children and grandparents are increasingly travelling together, making festivals an ideal occasion for family reunions beyond the home. Destinations such as Singapore and Malaysia, Dubai and Abu Dhabi, Bali, Japan and Europe continue to perform strongly among family groups due to their combination of accessibility, comfort and experiences suitable for different age groups. This trend is also contributing to longer trip durations, as families seek to maximize holiday periods and spend meaningful time together.

Sterling Holiday Resorts, a wholly owned subsidiary of Thomas Cook (India) Limited , has secured 28 Travellers' Choice Awards at the Tripadvisor Travellers' Choice Awards 2026. Sterling Kanha received the prestigious Travellers' Choice Best of the Best Award for the fourth consecutive year. The awards recognize approximately 49% of Sterling's eligible resort portfolio, defined as properties that have completed at least one full year of operations.

The recognition spans leisure, wildlife, wellness, pilgrimage, hill, and emerging destinations. Of the 28 winning resorts, 21 have been recognized for two consecutive years, and 12 have achieved a three-year winning streak. Seven resorts joined the winners' list this year, including five recognized for the first time: Sterling Athirappilly, Sterling Brookstone Coorg, Sterling Manali, Sterling Mount Abu, and Sterling Bagh Ranthambore. Sterling Rewild Sariska and Sterling Aravalli Udaipur were also among the new additions.

Vikram Lalvani, Managing Director & CEO of Sterling Holiday Resorts, stated that the awards reflect consistency and dependability across the company's portfolio. He emphasized that the recognition reinforces the company's strategy of combining service standards with locally rooted experiences as it expands across India.

Award Breakdown

Sterling Holiday Resorts Limited operates over 3,800 keys across 65 destinations in India. The company is a 100% independently managed subsidiary of Thomas Cook (India) Limited and part of Fairfax Financial Holdings Limited.