MUMBAI, 31 July 2025: Data from Thomas Cook (India) Limited and its group company SOTC Travel highlights a significant shift in Indian travel preferences pivoting to 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.
Travellers 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.
The Boryeong Mud Festival in South Korea (July – Aug 2025) invites visitors to indulge in playful mud sports, beach parties and music concerts.
Mombasa Carnival in Kenya (Nov 2025) features vibrant coastal parades, music and Swahili cuisine. In Brazil, the iconic Rio Carnival (Feb 2026) dazzles with samba, parades, and parties. Mardi Gras in
New Orleans, US (Feb 2026) adds jazz, masquerades and Creole flavours. The Venice Carnival, Italy (Feb/March 2026), enchants with masked balls and gondola rides.
Sapporo Snow Festival in Japan (Feb 2026) features giant ice sculptures and snow fun, while Moomba Festival in Victoria, Australia (March 2026) offers river sports, street food and live shows.
In Malaysia, Chinese New Year (Feb–March 2026) delights with lion dances, fireworks, and festive treats.
The Lantern Festival in Hoi An, Vietnam (March 2026) lights up the ancient town with floating lanterns and riverside charm.
Songkran in Thailand (April 2026) caps it off with joyful water fights, temple visits, and Thai street food.
Indian festivals
The Onam Festival in Kerala (Sept 2025) offers grand boat races and traditional feasts (sadhya). Rann Utsav in Gujarat (Oct 2025 – March 2026) brings the white desert alive with folk performances, tent stays, camel rides and local crafts.
In Rajasthan, the Pushkar Mela (Nov 2025) blends spiritual rituals with camel trading and rural games.
Hornbill Festival, Nagaland (Dec 2025) offers tribal dances, crafts and indigenous food. Brahmaputra Beach Festival, Assam (Jan 2026) combines adventure sports and riverside celebrations. Goa Carnival (Feb 2026) offers a fun experience with parades, floats and seafood shacks.
Jaisalmer Desert Festival (Feb 2026) brings camel parades and folk shows to Rajasthan’s dunes.
Thomas Cook (India) Limited, President & Country Head – Holidays, MICE, Visa, Rajeev Kale said: “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. Our portfolio on festival and carnival tourism reflects a broader movement towards travel that is enriching and truly memorable.
“We are excited by the demand that we are witnessing – and this is across segments – from Young India’s Millennials & GenZ, couples, multi-generational families to Corporate MICE.”
SOTC Travel President & Country Head – Holidays & Corporate Tour, S D Nandakumar added: “At SOTC Travel, we actively embrace evolving consumer trends to craft unforgettable, high-impact experiences that inspire and excite.
“We are witnessing a growing travel demand centred around the world’s most iconic celebrations – from the fun of La Tomatina Festival to the energy of Rio Carnival, or the vibrancy of Rann Utsav in Rajasthan. Notably, this demand extends beyond India’s metros to our regional Tier 2 and 3 travellers.
“By curating these festival-led journeys, we’re offering more than just holidays – we’re opening doors to stories, memories and once-in-a-lifetime moments that travellers carry with them long after they return.”
