The Andaman Islands, with their crystal-clear waters, pristine beaches, and lush greenery, seemed like the perfect picturesque setting for a three-day Indian wedding for 28-year-olds Saumitra Bhatkhalkar and Sharmin Wade. The island holds a special place in their hearts as it was the first destination they visited as a couple. The goal was to make it an intimate family affair for their 116 guests. “We just wanted to give them the best possible experience,” says Bhatkhalkar, who runs architectural design firm Studio SB in Mumbai with Wade. But providing the best was no easy feat. The entire wedding was a logistical nightmare because the island lacked the infrastructure needed to cater to such a wedding. Almost everything for the wedding, from the chafing dishes to fabrics to the chairs, had to be taken from Mumbai. “We had to ship five containers of 20 feet each from Mumbai to Chennai by road and then from Chennai to Port Blair by sea,” says Bhatkhalkar. “We had to unload the entire material from the containers and put it in wooden boxes, which were loaded on another vessel called a dongee.” He adds: “This dongee took the material from Port Blair to Havelock by sea. Then the material was loaded onto the trucks and finally reached the site.”For their wedding ceremony, Mumbai-based wedding planners Shaadi Squad, who also did Virat Kohli-Anushka Sharma’s pastel, elegant wedding in Tuscany, Italy, dreamed up a mesmerising vision—a beautiful forest location with the blue sea of Radhanagar beach as the backdrop. But it was not to be. Despite obtaining initial permissions, the chief secretary of the Andaman and Nicobar Islands ultimately rejected their request, citing concerns about the blue tag status of Radhanagar beach. Although various officials and local business people supported their cause, the final decision remained unchanged, preventing the ceremony from taking place at the desired location.
The big spend
The big fat Indian wedding has been a subject of awe and inspiration, an industry that never sees recession. And the wedding of the year, the Anant Ambani-Radhika Merchant nuptials, have reset all the definitions of opulence when it comes to Indian weddings.However, Indian weddings vary depending on the region, religion, and economic background. The couple and their families choose where to spend the money. It could be on jewellery, apparel, decorations, entertainment options, food, or exotic locations.
New destinations
The demand for a different experience means most big wedding planners in India have their hands full looking out for newer and emerging spots. North East India, Rishikesh, Ranikhet, Ladakh, and Ayodhya in the north; Ranthambhore, Neemrana, and Pushkar in Rajasthan; Puducherry and Hampi in the south; and the blooming lavender fields of Maharashtra, in places like Kaas Plateau and Suryamal, are among the emerging locations.To The Aisle is planning 15 destination weddings this season, with 60 percent in emerging destinations. “Rishikesh didn’t have suitable venues for larger weddings, with most hotels being boutique-style,” says Prerika Puri, creative head and founder, To The Aisle, Mumbai. “However, the opening of the Westin Rishikesh has transformed the city into a prime destination for grand, elegant weddings, offering new possibilities.”“These emerging destinations, both in India and abroad, offer fresh and picturesque backdrops, which appeal to couples looking for a distinct and memorable wedding experience,” says Devanshi Patel, founder, Shreem Events.
Improved infrastructure
According to To The Aisle’s Puri, Vietnam, North East India, Himachal Pradesh (Manali, Shimla, Kasauli, Dalhousie), and Uttarakhand (Dehradun, Mussoorie) are actively promoting themselves as ideal wedding destinations. “These locations are offering competitive deals and prices on hotels and food for weddings. They are also improving their venues and constructing new spaces to accommodate wedding events.” Parthip Thyagarajan, co-founder and CEO of India’s first wedding portal, WeddingSutra.com, believes the growth of the wedding industry in India will give rise to more wedding venues, and local wedding vendors will flourish. The availability of hotels and infrastructure, logistics, and properties with 100+ rooms are factors that can make a place sought after. “There are places that have played host to weddings that will now be talked about more, like Tirupati and Guruvayur in the South, where new five-star properties are being set up,” says Thyagarajan.
Looking at the Middle East
Dubai in the United Arab Emirates has always been a favourite of Indian couples as a foreign wedding destination. This emirate offers not only logistical convenience but also the ability to satisfy the most exotic of demands.But there are other favourites such as Doha in Qatar, Riyadh and Jeddah in Saudi Arabia, Baku in Azerbaijan, Cappadocia and Istanbul in Turkiye, Oman, Jordan, Ras Al Khaimah in UAE. For their Indian wedding in Doha, Qatar, post-Covid, A New Knot privatised and transformed the entire National Museum of Qatar into a vibrant souk market to create an unforgettable atmosphere for the celebration. “It was the only private event that has happened there,” says Nitya Bagri, co-founder, A New Knot, Mumbai.“The Middle East is a hot spot for Indian couples planning their dream weddings, and it’s easy to see why. Picture-perfect locations like Dubai’s luxurious resorts and Oman’s stunning beachfront venues offer couples a chance to create truly unforgettable memories. Cities like Dubai and Abu Dhabi also boast top-notch amenities, making wedding planning a breeze. There’s also a rich cultural backdrop to add depth and meaning to the celebrations, with options to incorporate traditional music, cuisine, and customs,” says Malhotra.“Travelling to the Middle East is a cinch, too, thanks to excellent flight connections, ensuring a smooth journey for both couples and their guests. And let’s not forget the luxury experiences the region is famous for–from lavish ballroom ceremonies to romantic desert safaris, there’s something for every couple seeking a touch of opulence,” he adds.
A piece of the Indian wedding pie
Everybody wants a piece of this shaadi ka laddoo, and tourism boards of various countries are paying special attention to what Indians might bring with their wedding parties to their economies. Recently, the Abu Dhabi Convention and Exhibition Bureau (ADCEV) announced an initiative to provide visa support for Indians hosting their weddings in the Emirate as part of Abu Dhabi’s Tourism Strategy 2023. The aim is to attract 39.3 million visitors by 2030 and increase tourism’s contribution to the GDP to AED 90 billion. Iyad Rasbey, vice president, Destination Tourism Development, Ras Al Khaimah Tourism Development Authority (RAKTDA), reveals that in 2023, in Ras Al Khaimah the share of destination wedding tourism reached 5 percent. The total wedding revenue contributed 31 percent of all MICE revenue in Ras Al Khaimah. RAKTDA has witnessed a significant increase of 330 percent in revenue year on year for destination weddings out of India.“India represents a significant market for Ras Al Khaimah. Over the past few years, Indian visitors to Ras Al Khaimah have steadily grown, and India has ranked as one of our top five source markets, with 20 percent year-on-year growth in visitor numbers recorded in 2023,” says Rasbey. “This is rooted in proximity, the diverse experiences that the emirate offers, and the cultural connection woven into the fabric of the country thanks to a large Indian expatriate community constituting roughly 30 percent of the UAE’s population.” The Azerbaijan Tourism Board is also actively promoting the country as a destination for Indian weddings. The board collaborates with Indian wedding planners in several strategic ways to promote Azerbaijan as a destination wedding. “Firstly, we continuously engage with planners through platforms like Wedding Sutra and other online channels to build strong relationships and provide essential information,” says Florian Sengstschmid, CEO of Azerbaijan Tourism Board.“Secondly, we partner with the local industry in Azerbaijan to ensure all elements of the wedding are expertly managed, connecting them with trade representatives in India. We do so by hosting familiarisation (FAM) trips for leading wedding planners from India’s largest cities, allowing them to experience first-hand the unique appeal and offerings of Azerbaijan.”
Türkiye follows a similar pattern–participating in and hosting international wedding conferences, organising FAM trips for wedding planners and influencers, and launching targeted marketing campaigns. Recently, Istanbul hosted RSVP, a symposium gathering global luxury wedding and event professionals. The 13th edition of the Exotic Wedding Planning Conference in Bodrum followed this. “Our collaborations with Indian wedding planners focus on creating bespoke packages that cater to the unique preferences and requirements of Indian weddings,” says İsmail Bütün, general manager at Türkiye Tourism Promotion and Development Agency (TGA). “These efforts aim to seamlessly blend Türkiye’s stunning landscapes and luxurious amenities with the rich traditions and celebrations integral to Indian weddings, thereby creating unforgettable moments for couples and their families.” India also ranks among the top three focus markets and is one of the largest inbound traveller market for South African Tourism. “Recognising India’s pivotal role, South African Tourism has implemented various strategic initiatives to attract Indian travellers. One of the highlights was the successful 20th Annual India Roadshow, which took place across several cities including Jaipur, Delhi, Ahmedabad, Bengaluru, and Mumbai,” says Gcobani Mancotywa, regional general manager, South African Tourism.“In collaboration with 42 local exhibitors from South Africa, including 14 SMMEs, the roadshow showcased a wide array of offerings, with 40 percent new additions. These roadshows provided a valuable platform for Indian trade partners to assess their inventory, engage with South African businesses, and forge beneficial connections. With participation from over 2,000 Indian trade partners from 40 cities, attendees received an immersive experience of the unique attractions that the Rainbow Nation has to offer.”
