With increasing disposable incomes and social media-fuelled peer pressure, travel has become an indispensable part of most middle and upper middle-class Indian families.
As common tourist destinations like Europe, Bali and our very own Ladakh become overpopulated, affluent Bengalureans are looking towards other less-explored places.
“There are touristy icy places and there are really offbeat icy places. For examples, Iceland is now like a Singapore in the 90s. It has become a cliched international travel destination; there are tons of people from India, especially Bengaluru, going to Iceland. One of the major attractions there is the Northern Lights (aurora borealis),” says Jayanth Sharma, a wildlife photographer and writer and CEO and founder of Toehold, a travel and photography company in the city.
Northern lights, Iceland
Why is there an interest in such places?
One of the more recent fads among wealthy and adventurous millenials is wildlife photography in difficult terrains. So what better than clicking pictures of the famed polar bears or photogenic penguins of Antarctica? So there is a rise in demand for guided tours and expeditions led by experts and photographers. Young executives and retired professionals make up a major chunk of these enthusiastic travellers from Bengaluru, according to several surveys.
And Bollywood too plays a role. “After movies like Dilwale hit the screens, which showed Kajol and Shahrukh romancing on icy stretches, the North Indian market showed a steep increase in interest in such places. They want to go to such places, pose in a similar manner like the actors and take a picture. This is exactly what happened to Ladakh around ten years back when ‘3 Idiots’ hit the screen,” he explains, adding that there is also a regular influx of techies and the IT crowd to such places.
Who goes to these places?
Usually nature-loving tourists. A large number of affluent Indians travel to Bengaluru since it costs only about $2,000-$4,000 per person.
“On the other hand, Antarctica doesn’t see a huge number as the cheapest Antarctica trip would be anywhere upwards of Rs 5 lakhs. People with a very different economic background opt for these places but I still feel around 3,000-4,000 Indians travel to Antarctica in a year. There are many agents throughout the country who have regular tours to that place,” says Jayanth.
He adds, “Arctic tours are not that popular as people are still not aware of it. Toehold specialises in tours to a place called Svalbard; tourists don’t go here, only serious wildlife photographers and nature lovers undertake the journey to this place. Less than 50 people in a year go there. It costs around $10,000 for a ten-night expedition; it happens just once a year. The number of people who know this place, can afford the money and can take the time off are relatively lesser.”
This article appeared in Deccan Herald on 16 May 2019.