TravTalk India Online Magazine
Generation Z and Millennials are transforming the travel trends. Industry experts say there is a need to employ a multi-pronged approach to cater to the evolving preferences of the youth, who present an unprecedented business opportunity for the industry.
Sunidhi Malik
Generation Z and Millennials present a promising opportunity for the tourism industry. These young, high-spirited individuals, with higher income at their disposal, are eager to travel domestically, as well as internationally. However, the moot questions are: Is the industry ready to tap this market potential? Does the country have the right products and offerings for the youth?
Factors attracting youth
Pradeep Kumar Rai, Managing Director, Skyline India Travels, says, “India is becoming a favourite destination for Millennials and GenZ travellers. The country’s rich culture, diverse landscapes, and affordability attract young adventurers. Cities like Mumbai and Delhi offer vibrant urban experiences, Kerala’s serene backwaters and Rajasthan’s architectural wonders provide scenic beauty, while Varanasi offers deep spiritual and cultural insights. Government initiatives like ‘Incredible India’ and improved infrastructure enhance the country’s appeal.” Echoing similar views, Devaki Thiyagarajan, Chairperson, TAAI Southern Region, says, “The millennials and GenZ travellers are drawn towards India’s ancient history, unique culture, and vibrant traditions.”
Travel preferences
Manmeet Singh, Chairman, IATO Punjab Chapter, says, “We need to analyse the preferences of Millennials and GenZ travellers and align our offerings accordingly. They seek new cultures, far-off locations, and modern experiences. They value authenticity and choose destinations aligning with their interests. Millennials travel more than any other demographic, taking 35 vacation days a year and spending well. Six out of 10 GenZ travellers prefer environment-friendly, sustainable accommodations and connecting with locals.” Sharing his views on this, PV Valsaraj, Managing Director, Alhind Group, says, “Ladakh, Goa, Kashmir, Uttarakhand, Himachal, Arunachal, Kerala are states where Millennials and GenZ prefer to create experiences, exploring culture and food. They are not interested in luxury. Instead, they prefer to stay along with local people.”
Debjit Dutta, Chairman, IATO West Bengal Chapter, says, “Young travellers prioritise unique activities and budget-friendly accommodation and transport. The industry needs to provide budget accommodations with quality service and hygiene as per international standards and improve public transportation. Additionally, reducing airfare and organising activities with proper safety protocols is essential to attract young travellers.” Rajesh Ramachandran, Manager Tours, Marvel Tours, says, “Young tourists, like elders, seek big highlights and off-beat experiences within their time and budget. They also prefer including a happening destination in their itineraries. India is generally okay for tourists but could improve in a few areas like safety and hygiene.”
Travel trends
Talking about the travel trends popular among the youth, Rai says, “Millennials and GenZ travellers prefer sustainable tourism, trekking, wildlife sanctuaries, wellness retreats, and spiritual journeys, transforming travel by seeking meaningful connections and unique adventures.” Thiyagarajan adds to the list. “Adventure sports, bike drives, nature hiking, bird watching, flora and fauna, all are diverse experiences in a professional way that attract the youth as they seek authentic and local experiences,” he says. Singh says, “Millennials and GenZ are tech-savvy, and India’s tech solutions and widespread internet connectivity meet their travel needs. India has all the ingredients to cater to Millennials, GenZ, and all inbound tourists, needing only focused initiatives to promote and deliver on promises.”
Where is industry lacking?
Prateek Hira, President & CEO, Tornos and Chairman, IATO Uttar Pradesh Chapter, says, “India traditionally has not focused on attracting youth travellers, with only a few states targeting this segment individually. While marketing itself, India never pursued demographic segmentation, missing out on the potential of GenY and Z.”
Way forward
By focusing on sustainable tourism, promoting authentic cultural experiences, better infrastructure and improving overall visitor management, India can tap into this vibrant market of young travellers. The future of travel is being shaped by these high-spirited generations, and India’s ability to adapt and innovate will determine its success in attracting these valuable tourists.
