Weaving Heritage into Fashion: An Experiential Approach to Tourism

India is a land of incredible diversity, where every 200 kilometers reveals distinct changes in clothing styles, accents, cuisines, and lifestyles. This cultural tapestry offers a rich and alluring experience for travelers, yet many of these treasures remain undiscovered. While India is renowned for its monumental and religious tourism, the country’s fashion heritage remains largely unexplored as a potential catalyst for experiential tourism. With the Indian travel industry projected to grow significantly, surging from US$ 75 billion in FY 2020 to US$ 125 billion by FY 2027 (IBEF, 2024), tapping into unexplored domains like fashion heritage tourism could unlock substantial economic opportunities. This study identified regions such as Kutch (Gujarat), Majuli (Assam), and Pochampally (Telangana), known for unique crafts like Bandhani, Muga silk, and Ikat weaving, documenting the challenges faced by artisans and evaluating their potential to drive fashion heritage tourism. A survey conducted with 250 participants across India, comprising Gen Z and Millennials, explored differences in interest and awareness in fashion and heritage tourism, using t-ratios for analysis. Findings suggest that shopping and experiential tourism are primary motivations for visiting these destinations, highlighting the rich cultural narratives and socio-economic benefits of promoting these crafts. The study offers insights into developing sustainable heritage tourism by understanding underexplored crafts, supporting the preservation of traditional skills, and improving artisan livelihoods. Additionally, it provides strategic recommendations for policymakers to create targeted marketing campaigns and infrastructure improvements, fostering a more inclusive and diversified tourism sector.