When San Francisco-based designers Smera Rose Jose and Ashwin Nambiar decided to tie the knot in India, they settled for the quiet and natural settings of Coorg in Karnataka over more popular and convenient destinations.The couple, who got married in January, didn’t want an elaborate décor, a long list of guests, or other paraphernalia associated with many Indian weddings. The event felt like an intimate weekend gathering of people who mattered the most, Jose told ET.They are among a burgeoning base of Indian couples looking beyond the traditional destination wedding hubs. The search for scenic places and personalised experiences for intimate celebrations is prompting them to venture into smaller towns and offbeat locations.Wedding planners and décor companies said they are seeing a 20-30% increase in bookings for locations beyond the large cities. Destination weddings in Tier 2 and 3 cities rose 12% in the past year, according to the Event and Entertainment Management Association.“People don't want to go to Goa, Delhi, or Mumbai anymore,” said Shehzarin Udwadia, cofounder at Double S Enterprises, a Mumbai-based wedding planning and event design firm. High-income families able to afford homes in metros such as Mumbai or Hyderabad are scouting for quieter destinations that can accommodate 300-400 guests, she said.“We wanted it to feel personal,” said Jose, explaining the reason behind selecting the misty hill station of Coorg. “For us, that meant having the people we are close to there, rather than letting the guest list keep growing just because that’s what happens traditionally.”Going beyond the usualFor many couples looking for off-beat places to exchange vows, the attraction is simple: they offer more privacy and flexibility, allowing them to savour every moment of one of the most important days of their lives. They also come without the premium price tag of a big city or a popular destination.“People had warned us that your wedding can go by in a blur,” said Jose. “But because ours was intimate, we had time to talk to people, take it all in, and simply enjoy it. We remember the little things — the conversations, food, music and dancing.”The appeal is also about creating an experience that feels different.For affluent families, destination weddings are increasingly becoming a way to avoid repeating the same format, said Parthip Thyagarajan, chief executive at wedding planning platform WeddingSutra. A family that hosted its last wedding in Jaipur, for instance, may choose Udaipur, Bengaluru, or Kochi the next time.Spending by wealthy individuals on weddings climbed 20-25% year-on-year between November 2025 and March 2026, with smaller towns driving much of the increase, according to WeddingSutra, a data aggregator on the luxury wedding business.Coorg, Jaisalmer, Mahabalipuram, Surat, Rajkot, Nagpur and Kochi are among locations gaining popularity as wedding destinations. The Himalayan state of Uttarakhand is also attracting couples looking for an alternative to beach or traditional South Indian weddings. For those exploring the opposite, Kerala offers an array of great settings.“Kerala has everything from Kovalam's beaches and the hills of Wayanad and Munnar to Athirapally's waterfalls and the backwaters,” said Midhun Madhusoodhan, chief operating officer at Mindful Memories Photography & Films. “Couples from across India are now looking at the state for wedding events.”India's wedding services market is projected to nearly double to about $229 billion by 2030 from $117 billion in 2025. The destination wedding market alone is expected to grow more than threefold to $55.39 billion by 2033 from $16.25 billion in 2024, according to Grand View Research.Hospitality expands horizonExpansion of the hospitality sector is also fuelling the growing popularity of small cities, towns, and the hinterlands as wedding destinations. In fact, both complement each other, say people tracking the sectors.Priti Sidhwani, founder at DreamzKrraft, which organised celebrity weddings including actor Preity Zinta, said opening of hotels in small cities and towns has made such places more viable.“Earlier, nothing used to be available in these places,” said Sidhwani. “Over time, hotels built up inventory, which makes things more economical for clients.”Hotel investments in India surged 67% to nearly $567 million across 28 transactions in 2025, with 40% of the amount earmarked for destinations beyond the top cities, according to real estate consultancy JLL.Location and scenery are also a major draw, especially for couples looking for an experience beyond the familiar Rajasthan circuit or the convenience of big cities.“The cost is lower here,” said Viju Jacob, managing director at Ramada by Wyndham in Kochi. “In metros like Delhi or Mumbai, expenses triple.”He said the hotel is currently booked for destination weddings through December.“A wedding that can happen in Rs 10 crore in the North can be done in Rs 4 crore in South, said Rejoice Chembakassery, cofounder at PODM Events, a wedding planner.
