In recent years, India has witnessed an unprecedented surge in spiritual tourism, with Varanasi emerging as a prominent destination. This growth can be attributed to the opening of the revamped Kashi Viswanath corridor and the government’s renewed focus on religious tourism. Prime Minister Narendra Modi highlighted in his ‘Mann Ki Baat’ address that Varanasi now welcomes over 10 crore tourists annually. Independent surveys further revealed an eight-fold increase in Varanasi’s footfall compared to Goa in 2022, with Varanasi hosting 7.2 crore tourists as opposed to Goa’s 85 lakh.
Economic Impact
This tourism boost has significantly impacted the local economy. Tourism-related income in Varanasi has surged by 20-65%, while employment in the sector experienced a notable 34.2% increase. The religious and spiritual tourism category now accounts for over 60% of tourism in India, with the surrounding economies of sacred places generating close to Rs 1.3 lakh crore in 2022, a considerable increase from Rs 65,070 crore in 2021.
Pilgrimage and Tourist Numbers
In 2022, India witnessed a remarkable 1,433 million domestic tourists embarking on pilgrimages, and 6.64 million foreigners visiting sacred sites, reflecting substantial growth compared to 2021’s figures of 677 million domestic tourists and 1.05 million foreign visitors.
“This trend is not solely driven by pent-up demand post-pandemic; spiritual tourism had been on the rise even earlier.“
Branded Hotels Capitalising on the Boom
In response to the flourishing spiritual tourism industry, hoteliers and travel planners are eagerly capitalising on the opportunity. Brands like Wyndham Hotels & Resorts have been exploring potential opportunities in Ayodhya, Tirupati, Pushkar, and Shirdi, expanding their offerings. The demand for branded hotel rooms in religious destinations has risen, with major hotel chains establishing their presence in these locations.
Millennial Involvement
Interestingly, the pilgrimage rush is driven not only by older generations but also by millennials. India’s youth are increasingly traveling to pilgrimage centers, indicating a shift in perception where spiritual journeys are no longer seen as exclusively for the retired community. This demographic diversity has fueled demand for branded and luxury accommodations at these sacred sites, with luxury hotels and resorts offering special amenities and experiences to cater to the growing market.
Infrastructure Development
The Indian government’s proactive approach in building infrastructure at pilgrimage sites has been a significant contributing factor to the growth of spiritual tourism. The rejuvenation of places like Varanasi’s Kashi Vishwanath Dham and Kedarnath has resulted in a surge of tourist footfall, showcasing the impact of infrastructure development on tourism. Under various initiatives, 73 locations across 31 states and UTs have been designated for spiritual and pilgrimage tourism development, with substantial funds allocated to the cause.
Buddha Circuit and Challenges
Recognizing the potential of attracting foreign tourists and boosting foreign exchange, the government is developing the Buddha Circuit, connecting various sites related to Buddha in five states. However, the slow progress of many projects due to factors such as delayed fund disbursal and inadequate monitoring has been noted in a Niti Aayog report. Despite the immense potential of the Buddha Circuit, efforts are needed to improve public infrastructure, tourist facilities, marketing, and overall visitor experience to compete with other Buddhist countries like Sri Lanka and ASEAN.
Anticipated Future
As we analyze the current trends in this sector, it becomes evident that the landscape of spiritual tourism is poised for further transformation. Here are the upcoming trends that are likely to shape India’s spiritual tourism in the near future.
Tech-Driven Experiences
As millennials and tech-savvy travelers increasingly embark on spiritual journeys, technology is set to play a pivotal role in enhancing their experiences. From virtual reality guided tours of sacred sites to immersive augmented reality experiences during rituals and ceremonies, tech-driven innovations will create unique connections between travelers and the spiritual destinations. Mobile apps offering multilingual guides, detailed information about local arts, crafts, and cultural events will further enrich the pilgrimage experience for visitors.
Sustainable and Eco-Friendly Tourism
With environmental consciousness on the rise globally, the concept of sustainable and eco-friendly tourism is finding its way into the spiritual tourism industry as well. Pilgrims and travelers are seeking destinations that prioritize eco-friendly practices, green initiatives, and responsible tourism. Expect to witness an increase in eco-conscious accommodations, organic food options, and waste management initiatives in religious sites. Authorities and hoteliers are likely to collaborate in preserving the natural beauty and sanctity of sacred places, thereby promoting a sustainable pilgrimage experience.
Wellness and Spiritual Retreats
As people seek holistic experiences, wellness and spiritual retreats are becoming increasingly popular. Spiritual tourism is evolving beyond mere religious pilgrimages to include activities like yoga, meditation, and wellness therapies. Religious sites will not only serve as places of worship but also as centers for rejuvenation and inner peace. Wellness-oriented accommodations and curated retreats will cater to a new breed of travelers seeking spiritual healing and personal growth.
Media driven tourism
The bulging user base of social media apps has become a critical driver of spiritual tourism. Lesser-known places are witnessing increased footfalls purely driven by their popularity on social media. Several spiritual leaders have acquired massive digital audience, fuelling tourism to places relevant to them. For instance, Chattarpur district in Madhya Pradesh became a tourism hotspot within a span of a year, driven by the popularity of young spiritual leader. Besides social media, big-budget movies on Indian epics too are reviving interest in lesser-known religious places. A number of movies based on mythologies like Ramayana and Mahabharata are slated to release in the near future, which could renew interest in places like Chitrakoot and Kurukshetra.
Personalization and Customization
In the era of personalized experiences, spiritual tourism is no exception. Pilgrims and travelers will demand tailored itineraries and personalized services to suit their individual preferences and beliefs. Travel agencies, hotels, and tour operators will leverage data analytics and AI to understand travellers’ needs and create customized packages, offering a unique and meaningful journey for each visitor.
Niche Spiritual Tourism
While the overall spiritual tourism industry is growing, niche segments are also expected to flourish. Niche spiritual tourism will focus on specific religious traditions, historic sites, or cultural experiences. For instance, the development of the Buddha Circuit will cater to Buddhists from around the world. Similarly, sites related to Sufi saints, Jain temples, and Sikh gurdwaras will attract followers of those faiths. This diversification will enable travelers to explore and deepen their connection to their specific spiritual paths.