Fifteen years ago, Indians spent US$17 million on overseas travel annually. Today, that figure has surged to US$17 billion.
By 2030, around 50 million outbound Indian travellers are expected to explore the world, according to CAPA India. At the recent TravMedia Summit Asia 2025 in Suntec Singapore, a panel discussion, Decoding the New Indian Traveller, examined how destinations and brands can engage this dynamic market.
Luxury and lifestyle spending on the rise
India’s wealth is concentrated in Mumbai, followed by New Delhi and Bangalore. Among millionaire households, travel and experiences now top lifestyle spending priorities, surpassing dining, wellness, luxury goods, and vehicles, according to The Mercedes-Benz Hurun India Wealth Report 2025.
“As travelling overseas becomes more accessible while domestic tourism booms, we’re seeing distinct aspirations emerge across segments,” said Candice D’Cruz, VP of luxury brands, Asia Pacific, Hilton. With 65% of the population under 35, the travel surge is largely driven by Millennials seeking purpose-led, experience-focused journeys.
Emotion and storytelling drive engagement
Indian travellers are value-conscious yet emotionally driven. Destinations that connect through personal, emotional storytelling resonate strongly with this audience.
Understanding traveller segments
The Indian market is increasingly diverse, with unique generational preferences:
Millennials: Families, honeymooners, adventure seekers
Gen X and Boomers: Financially secure travellers combining family visits with independent getaways
Gen Z: Students studying overseas, often travelling for multiple family visits
Gen Ace: Under-40 travellers from tier-two and tier-three cities drawn to adventure, exploration, and social celebrations such as “fake weddings”
Gen Lux: Experience connoisseurs seeking exclusive journeys – private museum tours, glamping in Jordan, or private jet expeditions – driven by the desire for bragging rights
Quality experiences beat price
Sheema Vohra, co-founder and MD of Sartha Global Marketing, noted that Indian travellers will spend more for superior experiences. “The Indian mindset is such that if you give them a reason to spend more – for a better experience or memory – they will do it,” she said.
The spontaneous, connected traveller
Digitally savvy and constantly connected, Indian travellers often make plans on the go. Real-time, relevant digital content is essential for engaging them effectively.
Emotional honesty builds brand loyalty
Service recovery and transparency are crucial. Panelists noted that Indian consumers forgive quickly when brands take accountability and communicate openly about errors, turning setbacks into long-term trust.