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The future of travel is not just about the places we visit—it’s about how we experience them.
With experiential and music-led tourism on the rise, journeys are becoming as enriching as the destinations themselves.
In the ever-evolving landscape of travel, a significant shift is taking place. Today’s travellers are no longer satisfied with passive sightseeing; instead, they seek immersive and meaningful experiences that connect them to a destination’s culture, traditions, and spirit. Experiential tourism is shaping the future of travel, with adventure, community, and music leading the charge.
Experiential Tourism: More Than Just a Vacation
Travellers today crave more than just picturesque views—they want to feel the pulse of a place, live its stories, and participate in its traditions. Dharamveer Singh Chouhan, Co-Founder and CEO, Zo World and Zostel, explains, “India’s travel landscape is evolving, as travellers are driving away from simple sightseeing vacations to more immersive and experiential itineraries. Enter experiential travel—where staying in a remote Himalayan homestay or discovering unique traditions in the Northeast isn’t just an added experience but a defining part and main purpose of travel.”
This shift is evident in various travel trends, from staying in offbeat homestays to participating in culturally immersive experiences. At StayVista, Amit Damani, co-founder, has witnessed a rising demand for accommodations that offer more than just luxury. “At StayVista, we’ve seen a growing demand for stays that go beyond comfort, offering immersive experiences that connect travellers to the soul of a place. Travel has become more than just visiting a place—it’s about feeling it, living it, and creating lasting memories,” he says.
Music as a Catalyst for Travel
Music has played a pivotal role in the rise of experiential travel, particularly in India’s vibrant festival scene. “Music has long driven this shift, especially in Northeast India. With global artists entering the scene, the trend is spreading nationwide,” says Chouhan. “The desire to experience live performances and local folk traditions is inspiring travel to new destinations. At Zo Trips, we curate travel experiences around India’s most exciting music festivals, offering our community a chance to explore diverse sounds and landscapes. From Hornbill Festival in Nagaland to Ziro Festival in Arunachal, our itineraries go beyond just attending events—they weave in the cultural charm of each destination.”
Music-led travel is about more than just the festival—it’s about the entire journey. From road trips to regional food, local folklore, and interactions with indigenous communities, it allows travellers to fully immerse themselves in a destination’s rhythm.
Running and Movement: A Unique Way to Travel
Experiential travel is not limited to music; movement-based travel, particularly running tourism, is also gaining traction. Gauri Jayaram, founder and director, Active Holiday Company, highlights this growing trend: “Running-related tourism has taken the form of marathon event-linked tours, trail runs, small group training retreats or camps set in off-beat locations, and even city sightseeing. The trips allow participants to combine their passion for running with travel, making it a very personal experience in which they test and push their physical boundaries.”
The appeal of movement-based tourism lies in its ability to offer a deeper connection to a place. Whether running past historical landmarks, navigating rugged mountain passes, or training with a community of like-minded enthusiasts, these experiences create an enduring bond with a destination. Cities like Valencia are tapping into this trend, investing in infrastructure to attract visitors who want to explore through movement.
A New Era of Travel
As experiential tourism continues to redefine the way people travel, it’s clear that destinations must evolve to cater to these new preferences. Whether through music festivals, culturally immersive stays, or movement-driven adventures, travel is becoming a deeply personal and transformative experience.
As Amit Damani sums up, “Music too has a unique way of shaping travel experiences, whether it’s the rhythm of a city, the energy of a festival, or the nostalgia of a song tied to a destination. From homes near iconic music festivals to villas that celebrate regional culture, we believe in curating stays that make the whole journey unforgettable.”
The future of travel is not just about the places we visit—it’s about how we experience them. And with experiential and music-led tourism on the rise, journeys are becoming as enriching as the destinations themselves.
