As Budget Spotlights Tourism, Indians Are Choosing Experiences Over Things

The Union Budget’s emphasis on tourism aligns with a major cultural shift: Indians are increasingly spending on experiences rather than material goods.

Key Insights from Alive Experience Economy Report 2025
- 90X growth in experience spending in 2025 compared to 2024.
- 55% of users invested in learning-led experiences (workshops, masterclasses).
- Strong demand for wellness, mental health, and skill-building formats.
- Consumers willing to spend up to ₹40,000 on a single experience, showing reduced price sensitivity when offerings are curated and memorable.
- Experiences are becoming status-neutral lifestyle choices, unlike traditional luxury goods.

Policy Context
- Union Budget 2026–27 positioned tourism as a priority growth lever.
- Focus on experience-led tourism circuits, heritage and eco-tourism, and skill creation in hospitality.
- Emphasis on regional connectivity to spread tourism benefits beyond metros.

Behavioural Trends
- 80% of Bengaluru consumers prefer calmer, meaningful experiences over nightlife.
- Over 1,000 couples chose private, experience-led dates (e.g., horse riding) instead of cafés or movies.
- Fastest growth seen in learning, wellness, and couple-focused experiences.

Leadership Perspective
Vivek Kumar, CEO & Founder, Alive:
> “Experiences are no longer occasional treats but part of how people define lifestyle, relationships, and personal growth.”

Outlook for 2026
- Growth expected in learning-focused, wellness-led, and couple-centric experiences.
- Platforms enabling discoverability, trust, and seamless booking will be critical for creators and consumers alike.

About Alive
- India’s first tech startup dedicated to emotionally driven experiences across adventure, art, food, wellness, and culture.
- Over 200 curated experiences across five cities.
- Achieved 90X growth in under a year, positioning itself at the forefront of India’s experience economy.