Priceless experiences, premium prices

A recent report from the Confederation of All India Traders projects that North India’s 45-day wedding season, starting 1 November 2025, will generate Rs6.5 lakh crore in economic activity from about 4.6 million weddings. That’s an average of over 100,000 weddings per day. Put in perspective, this 45-day spend is equivalent to about 1.91 per cent of India’s entire annual GDP. It’s an industry valued at $130 billion annually, making it India’s fourth-largest industry, bigger than the country’s aviation market. The report highlights a strong ‘Vocal for Local’ trend, with over 70 per cent of wedding purchases being Indian-made, and predicts the season will create over 10 million jobs and contribute Rs75,000 crore in tax revenues. A significant portion of spending is allocated to services, such as banquet halls, catering and decoration, with major goods expenditures in jewellery and apparel.

Also, the most stunning statistic about the Indian wedding industry isn’t its size, but its priority, according to a study report by Kotak Mutual Fund. An analysis by Jefferies in 2024 found that Indian families spend, on average, twice as much on a single wedding as they do on 18 years of their child’s education. An average family may spend 20 per cent of its entire lifetime earnings on this one celebration. This spending defies conventional economic logic as a modern Indian wedding is best understood as a ‘Family IPO’ (Initial Public Offering). When a company launches an IPO, it’s not just to raise money; it’s a public declaration of its value, its stability, and its future potential. An Indian wedding functions in the same way. It is the single most important public event for a family to ‘go public’ and showcase. There is visible proof of wealth – the venue, the designer apparel, the multi-cuisine spreads. The guest list is a reflection of the family’s social and political connections. The celebration’s grandeur, lasting 3-7 days with 8-12 separate ceremonies, builds the family’s ‘brand’ in the community for decades to come. The average wedding hosts 310-330 guests. And, it is estimated that 82 per cent of Indian wedding expenses are funded by savings, and the rest comes from loans.

Moving hearts and markets

The desire for a unique experience is overriding the need for sheer scale. Not less than 30 per cent of all Indian weddings are now destination weddings. This has become a national economic priority, with the ‘Wed in India’ campaign, trying to capture the estimated Rs1 lakh crore that Indians spend on overseas weddings annually. The share of venue & catering expenses is estimated at 35 per cent of the total cost expenses at each wedding in India. Kotak Mutual Fund study thus states the Indian wedding industry as a $130 billion economic juggernaut, a ‘Family IPO’, a cultural paradox and a system in transformation – all at once. Now, as 470 million Indians in the marriageable age bracket approach this milestone, Millennials and Gen Z are driving change – embracing digital planning, social media aesthetics, eco-conscious choices, lab-grown diamonds, and destination weddings – making the future of this cultural juggernaut a fascinating battle between timeless tradition and modern values. The wedding season injects more into India’s economy than entire industries manage in a year – a clear proof that marriage doesn’t just move hearts; it moves markets too.

The Indian destination wedding market size was estimated at $16.25 billion in 2024 and is projected to reach $55.39 billion by 2033, growing at a CAGR of 14.8 per cent from 2025 to 2033, according to Grand View Research. The demand for destination weddings in India has seen an impressive uptrend in recent years, shaped by a blend of rising consumer affluence, aspirational lifestyles, and evolving expectations around marriage ceremonies. Increasingly, Indian couples are moving away from traditional hometown weddings in favour of immersive, curated experiences at picturesque locations. From a policy standpoint, destination weddings have attracted strategic attention at both the national and state levels. The ministry for tourism launched the ‘Wed in India’ campaign in 2023 to promote the country as a global wedding destination. This initiative emphasises regional diversity by showcasing 25 handpicked venues across beaches, mountains, heritage towns and cultural heartlands. Designed to attract both domestic and international clientele, the campaign leverages influencer marketing, digital media and destination-focused storytelling. A more recent policy push emerged from Prime Minister Narendra Modi’s appeal to Indians to choose India over overseas locations for their weddings, reflecting both an economic and cultural imperative. These moves align with the country’s broader tourism mission, aiming to formalise the wedding industry as a significant contributor to the national economy while simultaneously preserving and promoting local heritage and hospitality ecosystems.

“Destination weddings are a growing market in India,” says Patanjali G. Keswani, executive chairman, Lemon Tree Hotels. “And, as Lemon Tree Hotels has spread its footprint across the country, we have added many new destinations and hotels that cater to this year-round demand.” Whether it is exclusive décor, popular music or a variety of food, Lemon Tree Hotels, which provides extensive banquet spaces, has set up expert teams and a selection of high-quality vendors that can customise weddings to the requirements of the bride and groom, he adds. The budget, too, can be tailored to fit the appetite of each family. “We find that some of our hotels have become popular venues for marriage proposals and pre-wedding shoots, as these properties offer exclusive ‘spots’ within the premises that prove to be great ‘photo ops’ for the couple,” Keswani affirms.

Memorable and elegant

“Wedding décor, flowers, colour themes can be tailor-made to build a visual story that reflects the couple’s journey and menus can be curated to represent the customs and culture of the family, thereby taking personalisation of a wedding to a new level,” Keswani explains. “We have tied up with reputed wedding planners as well as participated in expos/exhibitions to build connections within the event management community. Parallel, we have tied up with high-end wedding magazines and websites to showcase our destination wedding properties on a large scale.” According to him, Aurika Udaipur offers the perfect backdrop with its architectural style and use of open spaces, for a wedding of modern-day princes and princesses. The extensive banquet facilities, delectable dining options and enhanced facilities create a venue that is both memorable and elegant. The resort’s location in the City of Lakes makes it even more romantic. Weddings at this hotel are intimate and exclusive and more often than not entail a buyout of the entire property.

Apart from the well-known, exotic and luxury wedding destinations of India, Tier II and III cities of India too redefine the country’s hospitality landscape that offers scenic wedding destinations to middle and upper-middle income segments of the society. About 40 per cent of India’s population – about 500 million people – belong to the middle and upper-middle income group that usually prefer not high-end luxury hotels to host their wedding functions. This category of citizen saves at least 20 per cent of one’s post-tax income and generally prefers Three-Star or Four-Star classified hotels & resorts located in Tier II and III cities. It is thus also a huge wedding business for the Indian hospitality industry. Since Lemon Tree Hotels has been expanding its footprint across India, including Tier II and III cities/towns that remain partially tapped, Keswani feels that it is a future growth area. This ongoing expansion is not only about hotel rooms, but it is also required for event spaces and restaurants. With improved infrastructure, increased spending power and exposure to better facilities, residents of smaller cities also want to use venues that are well designed, offer state-of-the-art facilities and are a part of a hotel, thereby offering rooms for guests as well. Sometimes, the banquet space in hotels located in smaller cities can even be larger than a Tier I city hotel as space is not a constraint in smaller towns.

Customising packages

“Destination weddings have become a huge part of India’s travel and hospitality story,” says Chander Baljee, chairman & MD, Royal Orchid Hotels. “Every family wants a celebration that feels special, but not everyone can afford a luxury resort. That’s exactly where we see the opportunity. We’re focusing on creating weddings that feel grand yet remain practical for the upper-middle-income families. Also, we work closely with families to customise their wedding packages”.

As India grows, the hospitality story is no longer confined to big cities. Tier II and III markets are becoming the heart of the country’s new travel culture, where growth feels more organic, inclusive, and closer to the real India. Baljee feels that India’s travel map is changing fast. The real action is now shifting beyond metros into Tier II and III cities – places that were once seen as ‘secondary’ are today driving the country’s hospitality growth. Better roads, new airports, expressways and rising disposable incomes have opened up smaller cities and scenic towns like Rishikesh, Bhuj, Mysuru, etc, to a new wave of travellers. Domestic travel is at an all-time high. Families, young professionals and even small business owners are exploring nearby destinations for short getaways, staycations and wedding events. This shift has made these markets incredibly attractive for hotel brands. The cost of building and operating hotels is lower, and occupancy remains steady through the year, powered by local and regional guests rather than just international tourism.

‘The Big Fat Indian Wedding’ has traditionally been a key market segment for the upscale luxury hotel brands in India. Their target market has always been wealthy Indian citizens and high-net-worth, non-resident Indians. “This has eventually influenced and led to an aspirational growth of the middle-income and upper middle-income segments of the Indian society to celebrate their wedding functions at mid-scale hotels across the country. The destination wedding segment has thus been growing exponentially, and all branded hotels now focus on this market,” remarks Param Kannampilly, founder, Concept Hospitality – the owner of ‘The Fern’ brand of hotel properties that got rebranded as ‘Series by Marriott’ recently.

The Indian hospitality industry is undergoing a transformative shift driven by evolving consumer preferences, digital adoption and a growing focus on wellness and sustainability. Travel is increasingly seen as essential, with rising disposable incomes and demand for eco-conscious, experience-led offerings reshaping consumption patterns. According to Parveen Chander, executive vice-president, commercial, Indian Hotels Co Limited (IHCL), “The Wedding segment is an integral part of IHCL’s business, contributing significantly to its overall events and revenues. While our luxury ‘Taj’ hotel brand for over a century has been synonymous with weddings and celebrations, IHCL’s multi-brand portfolio expands the choice of venues across India.” Enhanced connectivity through a revamped transport network is unlocking India’s Tier II and III hospitality markets, which now account for over 70 per cent of the industry’s pipeline and have seen nearly 50 per cent growth in the past decade; and India’s diverse market landscape supports a wide range of hospitality formats from large format city hotels and resorts to fast-growing mid-scale segments across business and leisure as well as formalisation of homestays, he adds.

Indeed, destination weddings have emerged as a resilient and high-potential business segment for hotels and resorts across India. “Fortunately, we are uniquely positioned to cater to the aspirations of India’s upper middle-income segment,” says Pushpendra Bansal, COO, Lords Hotels & Resorts. “The families are keen on creating unforgettable wedding experiences, yet seeking value and authentic hospitality as opposed to pure luxury. For the upper middle-income segment of Indian society, flexibility, transparency and convenience matter the most when it comes to the selection of destination hotels for weddings”. A wedding is much more than a ceremony, remarks Bansal. It’s an opportunity for families to celebrate, connect and create lifelong memories. “Our strategy is anchored on making destination weddings accessible by offering personalised packages that blend affordability, style and seamless service. Unlike high-end luxury chains, we curate venues, themes and hospitality that reflect the rich traditions and tastes of diverse communities, without the prohibitive costs typically associated with lavish properties,” he adds. As Tier II and III markets continue to rise, they are not just supplementing the industry’s growth but redefining its trajectory – embedding the spirit of Indian hospitality deep into the nation’s fabric and promising a future where world-class experiences are accessible well beyond the metros. Hospitality industry leaders need to recognise that succeeding in smaller hospitality markets across hinterlands of India to grab destination wedding business requires a nimble and localised approach – offerings must be tailored to community needs, sustainability must be prioritised, and technology leveraged for efficiency and guest personalisation

Dynamic growth driver

Leaders of the Indian hospitality industry unanimously believe that it is essential to bridge the gap between aspiration and affordability to woo the destination wedding business in India. “We bring the dream of a destination wedding within reach of the upper-middle and middle-income segment of Indian society by offering memorable experiences, exceptional service and authentic Indian hospitality,” informs Ajay K. Bakaya, chairman, Sarovar Hotels. The destination wedding segment in India has evolved into one of the most dynamic growth drivers for the hospitality industry, he adds. Over the past few years, weddings have transformed from intimate family affairs to multi-day celebrations that blend tradition with travel and experiences. This trend is no longer limited to luxury or five-star properties – the upper middle & middle-income segment is also increasingly seeking beautiful, experiential venues that offer both value and quality. “Looking ahead, we believe the next wave of hospitality growth will continue to emerge from India’s heartland,” he observes. “Nearly 60 per cent of our portfolio is located in Tier II and III destinations. Our strategy remains focused on deepening our presence in these high-potential markets while maintaining our hallmark of Indian warmth and international standards”.

The upper-middle-income segment in India is growing at a fast pace, and it looks for memorable wedding experiences that are aspirational, yet affordable. “We have launched our proprietary offering called ‘The Art of Weddings by Radisson Hotels’, which brings together a framework of bespoke planning, localisation and elevated but accessible wedding experiences across our portfolio in metro, Tier I and II locations,” informs Nikhil Sharma, MD & COO, South Asia, Radisson Hotel Group. “We ensure that we have hotels or resorts with robust banquet and outdoor spaces in destinations that are accessible and appealing, not just the ultra-high-end resorts.” The upper-middle-class segment of society wants a premium feel at weddings in hotels, but does not want to pay ultra-luxury pricing. “By positioning ourselves in the sweet-spot between premium and ultra-luxury and ensuring our wedding-business engine is optimised for group scale and guest experience, we are confident of capturing a larger share of this growing market segment,” Sharma asserts. “We have more than 50 per cent of our portfolio in Tier II and III hospitality markets, fortunately”.

Feeder regions of India offer enormous opportunities to hotels in India to attract destination wedding clientele, as the hospitality industry’s growth in the country is further evidenced by the impressive number of branded hotel signings, totalling 42,071 keys in 2024. Remarkably, 77 per cent of these signings were concentrated in Tier II and III cities, underlining the sector’s expansion beyond traditional urban centres, as stated by a JLL research report. “At Marriott, we are seeing this change play out in real time,” comments Kiran Andicot, senior vice-president, South Asia, Marriott International Inc. “The recent introduction of the ‘Series by Marriott’ brand takes that approach several notches forward. Also at Marriott, we view weddings as a multi-dimensional business that touches nearly every brand in our portfolio. In the destination wedding segment, we are seeing a strong demand from the upper-middle-income class of Indian society. These families expect the reliability, service and creativity associated with Marriott, but at a scale that suits their budget and guest profile. Through our dedicated platform, ‘Shaadi by Marriott’, we bring together a diverse selection of venues across the country.”

The Indian destination wedding market is continuously fuelled by rising disposable incomes and a growing preference for experiential celebrations by Indian citizens and non-resident Indians. Destination weddings are chosen for their unique, intimate, and memorable experience, often combining the ceremony with a honeymoon in a picturesque or personally significant location. Invariably, they allow for a smaller, more focused guest list, can be more budget-friendly than traditional weddings and offer creative possibilities with stunning backdrops for photos and a combined wedding and honeymoon trip. Guests receive a special vacation experience, making the destination wedding an unforgettable holiday for them as well.

Destination weddings continue to offer priceless experiences at premium or affordable prices to brides and bridegrooms by the Indian hospitality industry.