The global experiential travel market, currently valued at USD 250 billion, is projected to nearly double by 2032, reaching close to USD 470 billion. These figures represent revenue generated from bookable tours, activities, and experiences—excluding ancillary spending that travellers typically incur around their journeys.
At ITB India 2025, Scott Wegener, Head of Asia Pacific at Tripadvisor, emphasized South Asia’s growing importance in shaping global tourism trends. Delivering the opening keynote on “Experience-Driven Travel: Trends and Insights on What South Asia Travellers are Truly Seeking in 2025 and Beyond”, Wegener noted that experiential travel is no longer just a trend but the new norm.
Currently, South Asia contributes 10% of the global experiential travel market, amounting to USD 25 billion. By 2032, this share is expected to rise to 15%, reaching USD 70 billion. “That means millions more experiences booked, posted and reviewed. No one can afford to dismiss this shift,” Wegener highlighted.
According to Tripadvisor’s recent survey, 85% of global travellers said activities and experiences form a key part of their travel budget, while 84% prioritize planned activities. Among Indian travellers, these numbers are even stronger, with 91% placing high importance on activities and 92% actively prioritizing planned experiences making India the world’s most experience-focused travel market.
Wegener also reflected on the post-pandemic transformation of travel. “Travel is no longer taken for granted. It is now a privilege,” he said, citing the influence of health consciousness, digital fatigue, and a rapidly expanding middle class. By 2027, India is set to become the world’s fifth-largest outbound travel market, with outbound trips rising from 30 million in 2024 to over 50 million by 2030.
Gen Z and millennials are emerging as the key drivers of this growth, expected to contribute 60% of South Asia’s travel spend. As of 2025, Gen Z (ages 13–28) and millennials (ages 29–44) form the most experience-driven demographic, seeking authentic, local, and offbeat travel. Tripadvisor data shows that 65% of Indian Gen Z and millennial travellers book activities in advance—well above the global average of 46%.
Outbound travel trends from India further confirm this shift. From January to June 2025, Indian users on Tripadvisor showed high interest in destinations such as Thailand, the UAE, Vietnam, and Indonesia, with outdoor adventures, cultural landmarks, and religious sites dominating their wish lists. Pre-pandemic, shopping and beach destinations were the top choices, but today, authenticity and adventure are at the forefront.
On the domestic front, Indian travellers are rediscovering their roots through cultural and spiritual journeys. Pune, Rishikesh, and Mysore are rising rapidly as preferred destinations, offering alternatives to crowded metros with their rich cultural heritage and slower pace. Notably, 75% of experiences booked domestically on Tripadvisor during this period were linked to cultural, religious, and heritage sites, underscoring India’s deepening affinity for meaningful, experience-led travel.
