The travel world is witnessing a new trend that originated from social media, popularly known as destination duping. This trend involves choosing more affordable, less crowded locations while avoiding tourist hotspots. It represents a new form of “tit for tat” in travel. There are many benefits to destination duping, including cost-cutting, promoting indigenous places, supporting lesser-known destinations, avoiding overtourism, and fostering equal development worldwide.
Indian Market Trends
In the Indian tourist market, a clear pattern is emerging where many Indian destinations are becoming popular alternatives to foreign locations. The rise of Gulmarg and Khajjiar as substitutes for the Swiss Alps, Andaman’s beaches compared to Phuket, Andhra Pradesh’s Gandikota Hills dubbed as India’s Grand Canyon, and tea estates in Munnar resembling the Cameron Highlands in Malaysia are all part of this trend. Destination duping, which has gained significant traction in India, refers to the practice of seeking out alternative, less expensive destinations that offer a similar appeal to their more popular and pricier counterparts.
Travel has seen a significant resurgence worldwide following the pandemic, with air passenger numbers reaching almost 95% of pre-pandemic levels by 2023. In response to overtourism concerns, many popular destinations are implementing tourist taxes. Expedia, a travel technology company, introduced the concept of “destination dupes” in their 2024 trends report. According to Melanie Fish, Chief Trend Tracker at Expedia Brands, dupes are unconventional destinations that may be more affordable yet offer the same charm as traditional tourist spots.
According to the Travel in Focus 2023 report by Skyscanner, over 47% of Indian travelers are open to changing their travel plans if they find better deals. Mohit Joshi, a Travel and Destinations Expert at Skyscanner, noted that the trend of “dupe destination travel” is gaining popularity as Indians become more savvy about planning their trips.
Why is Destination Duping Trending?
Several key factors are driving the rise of destination duping in India:
- Desire for Authentic Experiences: Travelers, particularly the younger demographic, are increasingly seeking genuine cultural immersion and value-driven experiences, moving away from the clichés and crowds of well-known tourist hotspots.
- Affordability and Cost-Efficiency: As flight costs rise and budgets tighten, travelers are embracing destination duping as a more affordable way to satisfy their wanderlust.
- Sustainability Concerns: Overcrowded destinations are implementing measures to manage visitor numbers and promote sustainability, further incentivizing travelers to explore lesser-known alternatives.
- Social Media Influence: The rise of social media has fueled the destination duping trend, as platforms like Instagram showcase the allure of lesser-known locales that rival their more famous counterparts.
Some Indian Alternatives
India, with its rich culture and diverse landscape, offers alternatives to many famous tourist destinations. The unexplored nature of these regions provides a unique travel experience. Here are some examples of destination duping in the Indian context:
- Gokarna instead of Goa
- Kalpa instead of Shimla
- Khimsar Village instead of Jaipur
- Lachen instead of Ladakh
- Vagamon instead of Ooty
Challenges and Concerns
While destination duping presents a promising travel trend and alternative to overtourism, several concerns are associated with this idea. Switching to a different location as an alternative to a crowded tourist destination could be beneficial, but it raises other issues:
- Is the new place adequately prepared to handle an influx of visitors?
- Does highlighting the similarities between the two places detract from the uniqueness of each location?
- Could opting for a less popular destination inadvertently lead to it becoming overcrowded like the original hotspot?
If we cannot address these issues systematically and sustainably, it could lead to further complications. Despite these challenges, the trend is clear: there is an increase in searches for quieter destinations. Travel experts believe that the trend of destination duping is rapidly growing on social media and is likely to continue. This benefits both budget-conscious travelers seeking authenticity and lesser-known destinations that gain from sustainable tourism.
Explore your alternatives HERE…
