GM Manish Yadav, voco Amritsar: Reimagining Amritsar as a Luxury Wedding Destination
With its deep-rooted heritage, spiritual significance and legendary hospitality, Amritsar has always held a special place in India’s cultural landscape. But today, the city is emerging as a compelling destination for weddings, attracting families from across India as well as the global NRI community. Manish Yadav, General Manager, voco Amritsar, shares his perspective on this evolution, the changing expectations of modern couples, and how luxury hospitality is adapting to create more personalised, experience-led celebrations.
Amritsar has traditionally been known for its rich heritage and spirituality. How have you seen the city evolve into a sought-after wedding destination over the years?
Over the years, Amritsar has evolved beyond being known solely as a heritage or pilgrimage city. It has emerged as a strong wedding and MICE destination, particularly for families from Chandigarh, Delhi, Jalandhar, Jammu and surrounding regions. Improved connectivity and infrastructure have made it increasingly convenient for large-scale celebrations, including for international guests and the sizeable NRI community, particularly from the UK.
There is also a strong emotional connection with the city. For many families, a wedding here is about returning to their roots and celebrating an important milestone in a place that holds deep personal meaning. This combination of accessibility, culture and sentiment has fuelled Amritsar’s growth as a wedding destination.
As someone who has hosted numerous celebrations, what makes a wedding in Amritsar distinctly different from weddings in other Indian destinations?
What makes weddings in Amritsar unique is the feeling of being deeply connected to culture. The city brings together spirituality, food and warmth in a way that is difficult to replicate.
At voco Amritsar, we experience this firsthand. Many NRI families and international guests choose the city not only for its convenience but also for its cultural and emotional significance. Celebrating with authentic Punjabi traditions while reconnecting with their roots makes Amritsar truly special.
From grand multi-day festivities to intimate luxury celebrations, what are the biggest shifts you’ve witnessed in wedding preferences over the last five years?
Weddings have become increasingly experience-driven rather than simply scale-driven. Couples are designing distinct experiences for every day instead of repeating traditional formats.
A haldi could be a lively poolside celebration, a sangeet a carnival-style evening, followed by more soulful elements such as a sufi night or energetic bhangra performances.
Sustainability is also gradually influencing choices. We are seeing a preference for live cooking stations over large buffets, making the experience more interactive while helping reduce food wastage. Overall, weddings are becoming more personalised, meaningful and detail-oriented.
4. Today’s couples are looking for experiences rather than just venues. How are luxury hotels adapting to meet these changing expectations?
At voco Amritsar, couples no longer see a hotel simply as a venue. They want every function to have its own personality—whether it is an intimate family gathering, vibrant sangeet, sophisticated cocktail evening or grand wedding.
Our property’s versatility works strongly in our favour, with multiple indoor and outdoor venues, expansive lawns, dedicated event spaces and elegant ballrooms. This allows us to host different functions while ensuring each feels distinct and tailored to the couple’s vision.
Our role has therefore evolved from providing spaces to creating a complete wedding journey. It is no longer about fitting celebrations into available venues, but about providing the flexibility and infrastructure to bring each couple’s vision to life.
5. Can you share a wedding hosted at your property that truly reflected the spirit, culture and hospitality of Amritsar?
One celebration that stands out was for a couple who travelled from New Zealand to get married at voco Amritsar.
We wanted them to experience the true spirit of the city from the moment they arrived, so they were welcomed with a traditional live dhol performance and fresh Amritsari lassi.
Throughout their stay, we balanced local culture with a modern touch. The food brought together Amritsar’s iconic street-food flavours with a progressive Indian menu. Our aim was for guests to experience the city through the celebration, rather than simply attend a wedding.
What made it special was that the guests left with not just wedding memories, but also a genuine experience of Amritsar’s culture, cuisine and community.
6. With social media influencing wedding planning more than ever, what trends are couples currently requesting that were uncommon a few years ago?
Social media has significantly changed how couples approach weddings. There is now a strong focus on experiences that are both visually appealing and thoughtful.
We are seeing growing interest in intimate, curated pre-wedding moments—such as dining under the stars or photoshoots through Amritsar’s old streets, which naturally showcase the city’s cultural charm.
Sustainability is another emerging trend, with couples opting for e-invites, rental outfits, segregated waste systems and zero-plastic setups wherever possible. Celebrations are becoming more mindful rather than simply decorative.
7. Looking ahead, what do you think will define the next generation of luxury weddings in Amritsar, and how is your property preparing for that future?
The future of luxury weddings in Amritsar will be increasingly lifestyle-driven, which aligns naturally with the voco brand.
At voco Amritsar, our nine distinct event spaces give families the flexibility to create a different mood for every function. A mehendi can be bright and outdoorsy, a high-energy sangeet can be indoors, while the wedding reception can be more grand and open-air.
Culinary expectations are evolving as well. Guests increasingly seek interactive live counters, global influences and elevated local cuisine presented creatively. These shifts are shaping how we design and deliver weddings for the next generation.
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