India’s $46 B Adventure Tourism Goldmine Largely Overlooked by Leading OTAs

India’s booming travel-and-tourism sector generated over ₹19.13 trillion (~$230 billion) in GDP in 2023, up nearly 10% from 2019, according to the World Travel & Tourism Council (WTTC). Domestic spending surged 15% to ₹14.64 trillion, while employment in the sector rose to 43 million jobs. The Ministry of Tourism reports a record 250 crore domestic trips in 2023—a 44% year-over-year increase.

Yet, within this growth story, India’s $46 billion experiential and adventure travel segment remains largely off-limits to mainstream platforms and OTAs—despite massive and growing consumer appetite.

🔥 Demand Is Surging, Especially Among Young Travelers

Data from McKinsey and The Guardian shows:

• Over 60% of bookings now come from travelers aged 18–35.
• 52% of Gen‑Z travelers prioritize experiences over traditional sightseeing, vs just 29% of Baby Boomers.
• Over 70% of this segment now seeks immersive, cultural, or active experiences, according to data from ET TravelWorld.

BanBanjara—a leading marketplace for curated treks, adventure getaways, and local activities across India—reports that in 180+ top destinations, there’s been a 30% shift toward experience-led trips, with experience-only itineraries now accounting for 30% of travel bookings. Internal trends suggest the segment is growing at a CAGR of ~18%.

🧩 Why Major Platforms Are Missing Out

Despite this surge, India’s $46 billion adventure-travel market remains highly fragmented.

According to Samarth Garg, CEO of BanBanjara, “Most treks, safaris, and workshops are still run by unregistered, informal operators who lack safety standards, SOPs, and digital presence. This leads to serious issues in inventory quality, pricing transparency, and customer trust—which is why OTAs and travel aggregators have largely ignored the space.”

📊 BanBanjara’s Internal Findings (via traveler survey and vendor audit)

• 60%+ of travelers aged 18–35 actively seek curated, local experiences.
• Over 5,000 towns and villages in India offer untapped adventure potential—but <20% are available online.
• 85% of respondents say they’ve avoided adventure bookings due to trust issues or past poor-quality experiences.

🛠️ BanBanjara’s Solution: Formalizing the Chaos

Here’s how BanBanjara is organizing this fragmented ecosystem:

• Training & Tools: Over 1,000 local operators trained across 50+ regions. The platform now features 2,000+ verified experiences.
• Tech + AI Quality Control: Operators get mobile-first onboarding, multilingual SOPs, emergency kits, and real-time quality alerts using AI.
• Rural Economic Impact: By standardizing unlisted inventory, BanBanjara is unlocking ₹7,000 Cr (~$850 million) in hidden revenue—while creating sustainable, dignified livelihoods in rural India.

📈 The Market Is Outpacing Traditional Travel

Reports from WTTC and Booking.com confirm that adventure and experiential travel is growing 2–3× faster than conventional leisure tourism. If supply constraints are resolved, India’s experiential sector could grow to $25–30 billion by 2030.

BanBanjara is now developing India’s first Activity GDS (Global Distribution System)—offering OTAs, hotels, airlines, and tour operators a plug-and-play gateway to a verified network of safe, high-quality experiences.

📣 A Call to Action for Travel Industry Leaders

India’s travelers have already moved on from sightseeing to kayaking, pottery workshops, forest treks, and hidden village safaris.

“We’re not just filling this gap,” says Samarth Garg. “We’re organizing the entire experiential ecosystem—with verified vendors, real-time checks, and deep community impact. The demand is here. The tools are ready. What’s missing is platform access.”

✅ The Opportunity for OTAs

India’s $46 billion adventure tourism sector is no longer niche—it’s mainstream. If OTAs and DMCs continue to overlook it, they risk missing the most explosive travel shift of the decade.

BanBanjara offers a ready-built solution: standardized listings, vendor training, verified quality, and scalable tech infrastructure. For OTAs, the question is no longer if experiential travel will dominate—but who will lead it.