Small towns with big wedding dreams
Destination weddings market from Tier-II and Tier-III cities is booming with increasing number of Indian couples looking at off-beat international and national destinations to celebrate their special day.
With the rising affluence of Indian middle class, marriages have also become more lavish and the combination of destination weddings and vacation is the latest fad. Varender Anand, Director (Weddings and MICE), Upasana Travels, says, “As the $38 billionIndian wedding market continues to grow bigger in size, the bridal brigade including the bride, groom and their respective families, across the country seem to have embraced the spending frenzy with open arms. About a decade ago, the most talked about society weddings were generally limited to familial lineages. Times are changing now and anyone who has the required finances is going for a destination wedding.”
The most popular holiday destinations among Indians — Thailand, Bali, Dubai and Europe — are also popular wedding destinations. Some also look at off-beat destinations like Turkey, Maldives, Mauritius, the Philippines and Sri Lanka for weddings. Anand points out that for upscale weddings the popular destinations in India are Rajasthan and Goa while for international destination weddings Thailand, Bali and Dubai have done well. “We have also received queries for Greece and Spain. The top 10 wedding locations at destinations where people get married are hotels, country clubs, banquet halls, historic buildings, restaurants, garden sites, resorts, plantation sites, personal residences, and museums,” he says.
Sangita Marda Agarwal, Partner, Vibrant Holiday Destinations, adds, “Thailand, Bali, Sri Lanka, Dubai, gained momentum due to proximity, good infrastructure and flight connectivity. Greece, Australia, South Africa are emerging as newer choices.”
The growing trend of getting married out of the city, or even overseas, has caught the fancy of all kinds of people, from metro-savvy to the illustrious and affluent families in Tier II and Tier III cities. “With increasing brand awareness amongst the youth and purchasing power of the upper class in Tier II and III cities in India where luxury cars, and exotic holidays are no strangers, destination weddings are on the rise here,” says Anand.
Marda says the well heeled class in cities like Kolkata, Jodhpur, Surat, Ahmedabad, Raipur and Pune, cannot be ignored as travellers from here are keen to go to any destination for weddings, just like their Tier I counterparts. Gaurav Khandelwal, Global Head – Tours, ANTA Holidays, adds, “Tier II and Tier III cities like Agra, Raipur, Jaipur, have witnessed an upward trend in destination weddings due to better spending powers.”
With increasing brand awareness amongst the youth and purchasing power of the upper class in Tier II and III cities, destination weddings are on the rise here
Thailand, Bali, Sri Lanka, Dubai, gained momentum due to proximity, and good infrastructure. Greece, Australia & South Africa are newer choices
Tier II and Tier III cities like Agra, Raipur, Jaipur, have witnessed an upward trend in destination weddings due to better spending powers
The wedding group travelling overseas normally consists of a minimum of 200-400 guests. The cuisine is chosen as per the guest list and is mostly multi-cuisine though vegetarian food is preferred. Some of the guests prefer to carry their own chefs from specialty restaurants. “Destination weddings also are being marketed by a growing number of resorts, cruise lines and destinations — a trend that is expanding revenue opportunities for agents and choices for their clients,” says Anand.