Agoda spots surge in searches for India’s secondary travel destinations ahead of World Tourism Day

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Travel preferences in India are shifting. Agoda reports that searches for secondary destinations in India rose 19% year‑on‑year, revealing growing appetite beyond metros and standard tourist hubs.   Across Asia, secondary destinations are being searched 15% faster than traditional top‑tier locations, a trend supported by similar data from markets such as Indonesia, Japan, Malaysia and Thailand.

Several enablers are helping this shift: India’s UDAN scheme is making regional air travel more accessible, while destination marketing efforts and improved infrastructure make smaller towns more viable for travellers.   Agoda is also accelerating visibility for rural and remote accommodations via its platform, working with Destination Management Organisations, and enabling properties in low‑profile areas to feature in global listings.

To mark World Tourism Day (27 September), Agoda is launching a sales campaign from 24 September to 8 October. Offers include up to 60% off hotel bookings, with flash sales (on 27 September and 6 October) reaching 70% off, plus special deals on flights and activities. VIP members get early access (21‑23 September).

For India’s travel and hospitality brands, this is a signal: opportunity lies outside the bright lights. Reinforcing ties with smaller destinations, upgrading local infrastructure, and curating unique experiences (nature, heritage, off‑beat) may unlock new demand and spread economic benefits more evenly.