Ditch Manali, Nainital, New York, Thailand. Pack your bags for Bir, Jibhi, Sirmaur, Tirthan Valley, Kazakhstan and Osaka. This summer is all about exploring the unknown, a trend that has been on the rise for some years now. Owing to crowded and expensive popular spots, people are preferring to vacation at newer destinations.
While travel companies corroborate this trend, hospitality companies are also giving what customers demand—hotels in unexplored destinations. Domestic hospitality major ITC Hotels has tapped places like Sonal, Sirmaur, Chail and Kufri with their Storii and WelcomHotel brands. “Trends have shown a growing interest in offbeat or lesser known destinations. Tourists are now looking for authentic and immersive experiences that are inherent to such locations. Travellers also look at discovering their own itinerary rather than follow the typical travel narrative. The emergence of ‘second-tier’ hill destinations is gaining momentum. To some extent this could be attributed to overcrowding, traffic jams, overbooked hotels and strained infrastructure during peak summer holidays and weekends,” said Anil Chadha, MD, ITC Hotels.
He added: “The soon to open Storii Kufri and Storii Sirmaur in the premium and boutique space are already witnessing a large interest from travellers.”
Rajeev Kale, president and country head, Holidays, MICE, Visa at Thomas Cook (India), agreed with Chadha. He said Indian travellers are seeking “immersive and offbeat experiences” that are “beyond conventional destinations”. Kale said, “This summer, travellers are opting for off-beat destinations like Jibhi and Tirthan Valley for tranquil retreats, Gokarna for secluded beach getaways, and Mawlynnong in Meghalaya for an immersive cultural experience. Adventure seekers are heading to Spiti for high-altitude biking, while wellness-focused travelers are opting for Mon in Nagaland to disconnect and rejuvenate. Adding to this is the rising demand for unique accommodations—heritage forts in Goa, plantation bungalows amidst verdant tea and coffee estates in Coorg, regal havelis in Rajasthan, and enchanting treehouses in dense forest retreats.”
American Express’ 2025 Global Travel Trends report also highlighted that “Indian travelers are prioritising unique experiences,” with 50% Indians planning an international trip to purchase a luxury good or an investment piece, 58% planning to travel to domestic and international destinations for a concert or a show, 36% planning to travel domestically for a sporting event, and 32% planning international trips for a sporting event.
SOTC Travel confirmed these trends. SD Nandakumar, president and country head, holidays and corporate tours at SOTC Travel, told FE, “Indian travelers are embracing a more holistic approach to summer vacations, combining spiritual exploration with adventure, wellness, and unique offbeat experiences. Young travellers are opting for spiritual darshans coupled with adventure sports— Bir Billing for paragliding after monastery visits, Chopta for a trek to Tungnath Temple, and Pelling for a blend of meditation and river rafting. Meanwhile, wellness seekers are drawn to Varkala for yoga by the cliffs, Auroville for holistic healing, and Majuli for peaceful island retreats.”
However, the popular tourist destinations still reign supreme. Chadha of ITC Hotels said, “Welcomhotel properties in Katra, Chail, Pahalgam, Mussoorie, Shimla, Manali continue to be a big draw for tourists owing to the scenic beauty of the destinations.” He added that the booking window has shortened compared to before, indicating impromptu plans.
EaseMyTrip’s CEO and co-founder Rikant Pittie also shared that Bangkok and Paris continue to be tourist favourites, while “destinations like Istanbul and Antalya in Türkiye are emerging as strong contenders.” He added, “Internationally, places like Santorini and Bora Bora are in demand for their scenic beauty and relaxing atmosphere. Reykjavik in Iceland is also gaining attention, especially among those looking to experience the midnight sun and dramatic landscapes. Cities like Amsterdam offer a perfect mix of culture and summer charm, while the Maldives continues to draw visitors for its clear waters and quiet luxury.”
RateGain, a global provider of AI-powered travel and hospitality SaaS solutions, found that Almaty in Kazakhstan has soared in popularity with a 602% rise in bookings due to easy visas and direct flights. New York, once a mainstay on outbound itineraries, has seen a 47% drop in hotel bookings from Indian travelers. Singapore and Bangkok, long considered staples of the Indian travel calendar, are witnessing a decline as well. Hotel bookings for Vietnam are up 351% compared to last year, with Japan having grown 212% in the same period. Meanwhile, Spain and Canada are both seeing a noticeable drop, signaling that Indian travelers are turning away from over-familiar Western hotspots in favour of emerging destinations.