From the 80s to the 2000s, travel was an experience in itself. There was a sense of adventure as middle-class families poured over magazines and railway timetables to plan trips and book travel. Stations along the route were also destinations, with most of them being famous culinarily. From stations, families would then take buses and shared taxis to visit destinations in the mountains or by the sea. The entire travel was an experiential even before it turned into a term.
Later, travel became easier. Information became more readily available. Disposable incomes rose and Indians started traveling more. Hotels that were closed during the off-season started remaining open year-round. Destinations started being called “touristy”. Especially during the peak season, destinations like Nainital and Goa were too crowded to walk in.
The rise of offbeat destinations
Then came the pandemic and with it, the realization that travel was essential and not a luxury. Post-pandemic, more Indians started traveling and the crowds in tourist hotspots started growing. Indian travelers now started turning towards offbeat destinations and experiential travel. In January 2024, searches for offbeat destinations had grown 25% amongst travel platforms.
Destinations on the rise
Destinations like Meghalaya, Gokarna, and Hampi in Karnataka, Ziro Valley in Arunachal Pradesh, Spiti in Himachal Pradesh, Majuli in Assam, and Shitlakhet in Uttarakhand are on the rise due to the space that they offer to travelers and local experiences there. Nayalap in Shitlakhet has seen a 2x increase in revenue post-pandemic primarily due to travelers wanting to get away from the crowds and the preference for space.
Preference for sustainable travel
According to Booking.com’s Sustainable Travel Research Report, 97% of Indians have expressed their intention to travel more sustainably in 2024. This meant a trend towards more offbeat destinations that are not resource-intensive. At Nayalap, there’s an uptrend in guests following more sustainable practices. These include an inquisitiveness and respect for local culture, reduced use of single use plastic and more.
The effect of social media on travel
The role of Social Media Channels like Instagram and Youtube have made travel information much more readily accessible. As a result, awareness of offbeat destinations and addition of the same to bucket lists has increased. In a survey conducted on Instagram, the platform is the go-to social network for 48% of people who want to choose destinations to visit on their next escape. 35% of them use Instagram to get inspired and learn about new places.
There are many reasons for millennials to visit offbeat places in India. A less touristy destinations gives them more space to relax. It also satisfies their quest for an experience and to learn something new. It also gives them bragging rights on social media and to friends and helps position them as trendsetters and adventurers.
What is offbeat in tourism?
Offbeat refers to off the beaten track. It refers to destinations that are not on regular tourist routes and thus attract less tourists than tourist hotspots.