Hyderabad's Culinary Culture Emerges as the City's Defining Cultural Identity, Reveals Skyscanner

Hyderabad, August 4th 2026: Hyderabad travellers are increasingly choosing destinations for their cultural richness rather than conventional sightseeing, with regional cuisine, festivals and spiritual experiences emerging as the biggest travel motivators, according to Skyscanner's India Culture Travel Index released on Tuesday.

The report highlights a growing shift towards immersive travel experiences, where visitors seek meaningful connections with a destination's food, traditions, heritage and local communities. Among Hyderabad residents, regional food experiences (56%) ranked as the top cultural travel attraction, followed by festivals and celebrations (54%) and spiritual journeys (51%).

Speaking on the findings, Neel Ghose, Travel Trends and Destinations Expert at Skyscanner India, said culture is no longer just an aspect of travel but increasingly the primary reason for planning a trip. He noted that Hyderabad travellers are eager to experience destinations through authentic local cuisine, traditions and community life, while the city's strong cultural and spiritual roots continue to influence travel preferences.

The survey found that 51 per cent of Hyderabad travellers now plan holidays primarily around cultural experiences, while another 36 per cent believe culture enriches their trips even when it is not the main purpose of travel. Nearly 95 per cent of respondents have travelled outside Telangana for cultural experiences, and 87 per cent expressed willingness to explore lesser-known destinations in search of authentic traditions and heritage.

Growing pride in India's cultural heritage and the increasing popularity of food, craft and heritage trails have further encouraged travellers to explore destinations rich in history and tradition. When asked which Indian states offer the richest cultural experiences, respondents ranked Telangana alongside Kerala, followed closely by Andhra Pradesh.

The report also revealed that cultural and religious festivals are becoming major travel drivers. Nearly three out of four Hyderabad residents said they would travel specifically to experience festivals such as Durga Puja, Diwali, Kumbh Mela, Pongal, Bathukamma, Navratri Garba and Bonalu. The primary motivations include witnessing celebrations that occur only once a year and experiencing local traditions and spirituality firsthand.

International cultural tourism is also gaining momentum among Hyderabad travellers. While 25 per cent have already undertaken culture-focused international holidays, another 65 per cent expressed interest in doing so. Japan emerged as the most preferred overseas cultural destination, followed by Thailand, Vietnam, France and the United Kingdom.

Within Telangana, respondents identified Charminar, the Old City, historic monuments, spiritual destinations such as Yadadri, Bhadrachalam and Chilkur Balaji Temple, along with Telugu traditions, music and regional festivals, as defining elements of the state's cultural identity. They also felt that attractions such as Bonalu, Bathukamma, Medaram Jatara, the Warangal heritage circuit and Kakatiya architecture deserve greater national and international recognition.

Despite the growing enthusiasm for culture-led tourism, practical concerns continue to influence travel decisions. Safety remains the biggest concern for Hyderabad travellers, followed by weather-related disruptions, overcrowded destinations, accommodation availability and rising travel costs.

Highlighting the significance of cultural tourism, Dr. Navina Jafa, an expert in heritage tourism, sustainability and cultural strategy, said India's cultural heritage extends far beyond monuments and includes living traditions, skilled artisan communities and diverse cultural landscapes. She emphasised that investing in heritage tourism offers significant opportunities for conservation, sustainable economic growth and strengthening India's global cultural identity.

To support the rising demand for culture-focused travel, Skyscanner has introduced several digital tools, including Explore with AI, Price Alerts, Whole Month Search, Nearby Airports, Flight Tracker and DROPS, enabling travellers to discover destinations, compare fares and plan flexible journeys around festivals, heritage trails and seasonal events.

The report underscores a growing trend among Hyderabad travellers to seek authentic, meaningful and experience-driven journeys, positioning culture as one of the strongest influences shaping travel decisions in India.