The Indian destination weddings market is witnessing an unprecedented boom, intensifying competition between domestic and outbound destinations. According to the 4th Annual Wedding Report 2024 by WedMeGood, wedding planners are playing a crucial role in driving the popularity of destination weddings in India.
Wedding planners are rising in popularity, with 16.7 per cent of couples hiring them, marking a 15 per cent year-on-year increase. Destination weddings now account for one-fourth of all weddings planned.
Nearly nine per cent of Indian weddings have a budget exceeding 10 million rupees (US$116,690), and more than 60 per cent of these are destination weddings, the report states. The survey included over 3,500 engaged couples from tier-I and tier-II cities, with weddings planned until March 31, 2025.
Earlier, India’s Ministry of Tourism launched a promotional campaign India says I do, which showcases the country as a premier destination for weddings on the global stage. The campaign leverages digital marketing, website, social media campaigns, influencers, offline and online activations. Its thematic focus encompassed themes such as beach weddings, nature weddings, royal weddings, Himalayan weddings, and more.
Speaking on the focus of the Indian government to promote India as a weddings destination, Chetan Vohra, chair, Federation of Indian Chambers of Commerce and Industry (FICCI) Wedding Tourism Taskforce and co-founder, Wedding Line, said: “After a decade of development in infrastructure like hotels, roads and airports, the Indian government now views a significant opportunity in the weddings sector, targeting the US$50 billion market.”
The Ministry of Tourism, in collaboration with the Department of Tourism, Government of Rajasthan, and FICCI, also organised the inaugural Wed in India Expo alongside the Great India Travel Bazaar in Jaipur, Rajasthan last year. The event was attended by wedding planners from both India and overseas.
Celebrations at home
Indian states are actively promoting their destinations for both domestic and inbound weddings. According to the WedMeGood report, while Rajasthan, Goa, and Kerala continue to lead the way for destination weddings within the country, newer destinations such as Daman, Khajuraho, and Mussoorie are also gaining attention.
“Kerala offers a wide range of wedding venues. We are highlighting such locations in different international travel tradeshows besides promoting them domestically through roadshows and consumer campaigns,” said Sikha Surendran, director of Kerala Tourism.
Bidisha Mukherjee, additional managing director of the Madhya Pradesh Tourism Board shared that destination weddings have become a strong segment for the state, with locations like Orchha, Mandu, and Maheshwar gaining popularity.
She said: “Pre-wedding shoots have also seen a surge, with picturesque locations like Raneh Falls (Khajuraho) and Bee Falls (Pachmarhi) providing stunning backdrops.”
A boon for hospitality players
The destination wedding segment has become critical for Indian hospitality players too. Manuj Ralhan, general manager, Novotel Jaipur Convention Centre & Jaipur Exhibition and Convention Centre, both managed by Accor, stated: “The weddings industry has grown tremendously in the last few years. A typical hotel in Jaipur hosts between 25 to 30 weddings annually on average. Earlier, it would take hotels 10 to 12 years of market presence to reach this number.”
Somesh Agarwal, chairman and managing director of Radisson Blu Palace Resort & Spa, Udaipur highlighted that in 2024, the weddings segment outperformed all other segments, recording 24 per cent growth over the previous year for the property.
“The outlook for weddings in 2025 is also very optimistic,” he added.
Indian couples are also looking at unique and immersive experiences while organising a destination wedding.
“Couples now seek unique experiences and are open to exploring unconventional venues, even those that are not traditionally established to offer their guests something different. A great example is the Rann of Kutch, where we have hosted nearly six weddings in the past two years. During these celebrations, hosts often organise a high tea at sunset amid the breathtaking white desert, creating unforgettable moments,” shared Bhavik Sheth, chief operating officer of Evoke Experiences.
According to Sheth, the length of stay for wedding guests is extending.
“Post-Covid, wedding stays were typically one or two days. Now, most weddings extend to nearly three days,” he added.
The demand for hosting destination weddings overseas has also grown rapidly over the years.
Rachit Jain, director of event management company Rashi Entertainment, said the majority of outbound Indian destination weddings are taking place in countries like Thailand, Turkey, the UAE, Indonesia, and Mauritius.
“At present, approximately 1,000 Indian weddings are going international annually,” he said.
NTOs are also keen to tap the potential vested in the Indian destination weddings market. Tourism Malaysia is an example.
Ahmad Johanif Mohd Ali, director, New Delhi at Tourism Malaysia, said his team is engaging with Indian wedding planners and participating in wedding-centric events to promote Malaysia.
“We will also host fam trips for wedding planners to attract more Indian weddings into Malaysia,” he said.
