• 70 million people visited the Kashi Vishwanath Dham in Varanasi last year after its renovation compared to around eight million a year earlier.
• The number of domestic tourists that visited places of pilgrimage were 1,433 million in 2022, while 6.64 million foreign tourists visited India. In 2021, the numbers stood at 677 million and 1.05 million, respectively.
• More than 60% of tourism in India is associated with religious and spiritual tourism.
• The places of religious tourism earned 1,34,543 crore in 2022, up from 65,070 crore in 2021, as per data released by the Ministry of Tourism.
• 2023 travel predictions claim that nearly 70% of Indian travellers are seeking to try a spiritual stay, which includes meditation and mindfulness getaways, while 63% are looking at silent retreats.
Travel is at an all-time high. And spiritual tourism – travel motivated by spiritual or religious reasons – is the new trend among travellers. Although both concepts have common aspects, while religious tourism focuses on the visiting of religious sites, monuments or destinations, spiritual tourism prioritises inner journey, contributing to elevate one’s physical, mental and emotional energies. But for all practical purposes, ‘spiritual tourism’, as a term, is used broadly to include religious tourism as well.
And going by the above statistics, spiritual/ religious tourism is undoubtedly leading India’s travel recovery as more and more Indians are visiting spiritual or religious destinations now than ever before. In fact, even international tourists in the country are on the rise.
Hotelier India speaks to industry leaders, Government authorities and experts to get you the inside story behind this rising travel trend. We also give you a sneak peek into what the hotel, travel and tourism industries are doing to cater to this growing tribe of travellers…
Of Revival And Restoration
From beautifully carved temples and opulent mosques, to splendid churches and resplendent gurudwaras, India has always been known as the land of spirituality. The vibrant spiritual destinations held a special charm in the hearts of Westerners too.
While the Government of India launched campaigns like the ‘Incredible India’ to boost tourism, it was only in 2015 that it widened its scope to include spiritual tourism in it.
Recognizing the significant economic and cultural benefits spiritual tourism can bring to the country, Prime Minister Narendra Modi introduced schemes such as PRASAD (Pilgrimage Rejuvenation and Spiritual Augmentation Drive) in 2015. Focusing on developing pilgrimage sites across India, Modi’s efforts to promote spiritual tourism were part of a broader strategy – to boost tourism in the country and showcase India’s cultural and spiritual diversity to the world. The seeds that were sown then are reaping rewards now…
Under the PRASAD Scheme, 41 religious sites from 25 states were identified for development in the country.
Some of the sites include Amaravati and Srisailam (Andhra Pradesh), Patna and Gaya (Bihar), Dwarka and Somnath (Gujarat), Gurudwara Nada Saheb, Panchkula (Haryana), Hazratbal and Katra (Jammu & Kashmir), Deogarh and Parasnath (Jharkhand), Chamundeshwari Devi, Mysuru (Karnataka), Guruvayoor, St Thomas International Shrine, (Malayattoor), Omkareshwar and Amarkantak (Madhya Pradesh), Trimbakeshwar (Maharashtra), Puri (Odisha), Amritsar (Punjab), Ajmer (Rajasthan), Kanchipuram and Vellankani (Tamil Nadu), Tripura Sundari (Tripura), Varanasi and Mathura (Uttar Pradesh), Badrinath, Kedarnath, Gangotri and Yamunotri (Uttarakhand) and Belur (West Bengal).
Renovation of pilgrim sites, development of transportation systems – roadways, railways and waterways, generation of employment and tourism traffic growth were some of the objectives of the PRASAD Scheme. The projects that have been successfully completed in the last eight years are the Kashi Vishwanath, Somnath, Kedarnath and Mahakaleshwar Jyotirling Temples, among scores of others. And many are under development as well. The ambitious ` 20,000 crore Ayodhya project, to be completed next year, is being developed as a global tourism hub and spiritual centre – one that coming generations will want to visit at least once in their life-time, in the words of Modi.
Sachin Kurve, Secretary Tourism and CEO of Uttarakhand Tourism Development Board, giving a fair estimate of the growth of spiritual tourism in the country, says, “The travel and tourism industry experts feel that for the next five years, every year, this segment has the potential to grow by 20-30%.”
| Uttarakhand Raises Its Spiritual Tourism Bar |
 Sachin Kurve, Secretary Tourism and CEO of Uttarakhand Tourism Development Board, chalks out Uttarakhand Tourism’s plans for spiritual tourism Says Kurve, “Uttarakhand tourism is moving ahead with well-structured plans to cater to this growing segment of travellers. Embracing the PM’s visionary approach of developing ‘smart’ spiritual towns/ centers, the major efforts being done are: • Restoration and redevelopment of Shri Kedarnath Dham (total project outlay approx 500 crore) is currently under way and near completion. The Kedarnath Masterplan was awarded with ‘the first green hill town’ by IGBC (Indian Green Building Council). • Development of Shri Badrinath Dham into spiritual smart Hill Town (total project outlay approx 550 crore) is currently under way and is likely to be completed by 2024. • More recently, Manaskhand Mandir Mala Mission has been conceptualized to develop a Pilgrim Circuit in the Kumaon region (Manaskhand) synonymous to the Char Dham in the Garhwal region (Kedarkhand). This concept targets the integration of spirituality with ecology. It envisages development of an eco-spiritual circuit with series of temple destinations which would give tourists an opportunity to have a life-changing and transformational experience. All together 48 temples have been shortlisted; and first phase work is underway for preparation of concept plans and detail project reports for 14 temples from Almora, Bageshwar, Champawat, Nainital, Pithoragarh and Udham Singh Nagar districts. • For improved connectivity to Char Dham, an all-weather road is in progress. Rishikesh-Karnaprayag rail line work is fast progressing. Surkanda Devi rope way has started and development of ropeways is envisioned for other important pilgrimage centres. The process of ropeway development at Kedarnath, Yamunotri, Hemkund Sahib has already started. • Department is focusing and progressively developing hidden destinations in the state , developing the border villages into vibrant villages and creating curated packages such as Himalaya darshan. The department successfully organized the International Yoga festival 2023, an annual event conducted on the banks of the river Ganga at Rishikesh. • Training and capacity development activities have been planned to cater to specific needs of the spiritual traveller. • Easy availability of information, online bookings and registration process for spiritual travellers is being made more effective and user-friendly. |
Travel On A Rebound
While a big spike in spiritual tourism can be attributed to Modi’s plan of reviving religious destinations across the length and breadth of the country, experts also believe that with travel restrictions becoming a thing of the past, the urge to travel as a result of pent-up demand coupled with people reprioritizing and rethinking their spiritual and mental well-being during the pandemic has also led to travellers seeking spiritual or wellness experiences.
Says Santosh Kumar, Country Manager, India, Sri Lanka, Maldives and Indonesia, Booking.com, a leading online travel agency, “According to Booking.com’s Travel Predictions 2023 survey, this year is likely to see a shift in why we are looking to get away as well as the types of vacations we take. Nearly 70% of Indian travellers are seeking to try a spiritual stay, which includes meditation and mindfulness getaways, while 63% are looking at silent retreats. “Moreover, the Government of India, through various initiatives including the PRASAD and Swadesh Darshan Schemes, has improved connectivity and infrastructure, bringing about enhanced experiences that are further fuelling this trend. From showing their gratitude for good health to wanting to rejuvenate and break away from their stressful lives, people are visiting several spiritual places across India.”
At Booking.com, their aim has always been to provide a holistic experience to travellers. “As part of this, we firmly believe that local experiences are essential to any trip and work closely with our partners to offers attractions and experiences to those seeking a spiritual journey such as spiritual walking tours in Varanasi, yoga and meditation classes in Pushkar, Rishikesh morning ashram tours, the Golden Temple tour in Amritsar and much more, which can be easily booked on Booking.com platform or app,” he adds.
| UP Ups Its Spiritual Tourism Game |
 Prateek Hira, President & CEO, Tornos; UP Chairman, IATO (Indian Association for Tour Operators) & FICCI, says: “UP is a state where Gods and sages took birth and many made it their place of stay. As a state, UP has realized the potential of religious tourism, and its policy is quite clear – to strengthen the infrastructure of all such places and empower the local trade to leverage the potential. The Kashi Corridor and Ayodhya are two apt examples of how religious tourism can change the tourism destiny of India.” |
Gen Z: The New Spiritual Travellers
Thomas Cook, India’s leading travel services’ company and its Group company SOTC Travels’ consumer data indicates that the companies’ spiritual tourism segment is witnessing a significant uptick of approximately 40% vs pre-pandemic. With a strategic intent to target this increased demand, Thomas Cook and SOTC have expanded their spiritual journeys/ darshans’ portfolio with ready-to-book and customizable tours across India’s top preferred spiritual locales like Char Dham, Do Dham, Ramayan Trails (Ayodhya, Chitrakoot, Rameshwaram), Prayagraj, Kashi-Vishwanath corridor, Vaishno Devi, Varanasi, Rath Yatra, Bodhgaya; also the Tamil Nadu temple circuit of Chennai, Tirupati, Kanchipuram, Pondicherry, Mahabalipuram, and more.
While historically India’s seniors/ Gen S comprised a key segment for pilgrimages, Thomas Cook and SOTC have seen an uptick in demand from segments like multigenerational families and honeymooners/ couples.
What is noteworthy is that the companies are witnessing a discernable shift – with increasing demand (over 25% Vs 2019) from India’s millennials and Gen Z. However, consumer data/ insights reveal that the demand is not restricted to traditional pilgrimages but for pilgrimage plus or spiritual products.
Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Limited, says, “The concept of spiritual tourism is evolving rapidly and is gaining momentum not only from Gen S but also young India’s Gen Z and millennials. We are witnessing an uptick in demand emerging from India’s metros and mini metros, in addition to tier 2 and 3 cities. To tap into this significant opportunity, we have expanded our spiritual journeys/ darshans portfolio to include unique and customizable experiences like outdoor adventure such as white water rafting/ bungee jumping and local cuisine trails. Our diverse range extends across affordable to luxury price points.”
The companies have hence designed an attractive range that features a combination of spiritual breaks with unique local experiences and outdoor adventure like white-water rafting and night trekking in Vaishno Devi, Rameswaram – a hub for fun or diving with PADI professionals, bungee jumping in Rishikesh etc. Also, unique experiences like magnificent views of sunsets from the ghats, boating on the Ganges or exploring the weaver’s village in Varanasi; learning a local art like Kalayaripayattu and authentic local food trails in Kerala, are part of their packages.
Their customized pilgrimage plus tours also include meditation, yoga, and wellness programs like the Panchakarma ayurvedic program at Kumarakom, yoga centre/ ashram in Rishikesh, Uttarakhand etc.
| MP Makes It Big For Spiritual Travellers |
 Sunil Dubey, Deputy Secretary, Department of Tourism & Culture, Government of Madhya Pradesh, and Director (Investment Promotion), Madhya Pradesh Tourism Board, says: “We are developing spiritual retreats for specific purposes of meditation and wellness in places such as Amarkantak. Mahakal Log is a huge attraction for all those interested in spirituality as it offers a fascinating experience of religious fervour at its very best. The Statue of Oneness, coming up in Omkareshwar, built with a focus on Advaita Vedanta, which holds a great deal of value for present day. Of course, we are the only state in the country to have two Jyotirlingas (Omkareshwar and Ujjain) and three Shaktipeeths.” |
Hospitality For The Spiritual Seekers
While travel companies are doing their bit to cater to this rising segment of travellers, hoteliers are not far behind. Parveen Chander Kumar, Executive Vice President, Sales and Marketing, IHCL (Indian Hotels Company Limited), says, “Spiritual tourism, having existed since antiquity, has gained an increasing role throughout the world. This is an important segment for IHCL and we already have many hotels in significant destinations like Varanasi, Amritsar, Nashik, Ajmer, Katra, Rishikesh and Tirupati among others.”
However, he also believes that spiritual or religious travel within domestic tourism is a largely untapped market. “IHCL is looking to strengthen its footprint across markets and price points. In the recent past, IHCL signed two hotels in Ayodhya and has also signed a hotel in Makkah, close to the Great Mosque,” he adds.
According to Anil Chadha, Divisional Chief Executive – ITC Hotels, spiritual tourism in India has been gaining popularity, drawing interest from travellers not just within India but from all over the world and spurring an increase in demand of hotel properties in tier 2 and tier 3 cities.
“At ITC Hotels, we understand that travel is not just about discovering places, as travellers are increasingly seeking luxurious and comfortable stays with great hospitality while exploring the spiritual heritage of India along with authentic, offbeat and serene moments rooted in local culture and tradition. Our properties – Mementos Udaipur, Welcomhotel Katra, Storii, Dharamshala, Welcomhotel Amritsar and Fortune Park in Haridwar – endeavour to provide guests with memorable stays that leave them feeling enriched. Whether it’s through mindfulness activities, yoga, meditation, or visits to sacred sites, we are committed to catering to the needs of travellers seeking fulfilling experiences,” informs Chadha.
Spiritual Tourism – Less Affected In Pandemic
Vikramjit Singh, President, Lemon Tree Hotels, however, states that spiritual/ pilgrim tourism was one of the lesser affected segments even during the two years of the pandemic.
“We opened our Lemon Tree Premier in Dwarka, Gujarat, right opposite the Dwarkadish temple in the first unlock in 2020, and saw good occupancies and ARRs (Average Room Rates) at the hotel. Simultaneously, our operating hotels in locations like Rishikesh and Katra continued to perform better than other group hotels during the two years. We have noticed over the years that pilgrim/ spiritual tourism is impacted less by economic downturns than other segments, which we witnessed this time as well. We also feel that part of the reason for the segment to perform during the unlock periods of the pandemic was that visiting these destinations gave people a sense of calm and faith during an otherwise trying time.”
As for his brand’s future plans in this segment, he reveals that he has signed hotels through the management and franchise routes in McLeodganj in Dharamshala and Haridwar in Uttarakhand, and they are also in discussions to sign hotels in other key spiritual tourism destinations.
The Rise Of Praycations
Zubin Saxena, Managing Director & Area Senior Vice President – South Asia, Radisson Hotel Group, opines, “Religious destinations in Bharat mirror the influx in demand for travel and have grown significantly in the last couple of years in tandem with the rise of domestic tourism. At Radisson Hotel Group, we have observed an uptick in praycations. A majority of our hotels in locations with religious significance enjoy reasonable occupancy all year round which peaks around auspicious dates and seasons.
With a strong domestic network of 110 operating hotels in India, we are present in several religious destinations like Varanasi, Gorakhpur, Amritsar, Nathdwara, Katra and will soon be opening hotels in Ujjain, Prayagraj, Deoghar, and Guruvayur. We are further exploring opportunities in locations like Tirupati. These hotels are witnessing good footfalls and will continue to be a growth area for us in the future.”
According to Monisha Dewan, Senior Area Director Sales & Distribution – South Asia, Marriott International, spiritual tourism has increased in India for several reasons: The first being improvement in infrastructure – be it accommodation or connectivity. “Many reputed hotel brands now have their presence in these destinations. The ease of booking, safety and quality accommodation is a strong reason why travel to these destinations has increased. The Government has invested in infrastructure such as airports, roads and hotels, to make spiritual destinations more accessible to tourists,” says Dewan.
Secondly, she believes that the COVID phase was a very difficult time which impacted people’s health, mental wellbeing, and their source of income. “During this period, many people turned towards spirituality. Hence spiritual destinations were preferred. At the same time, there has been a growing interest in wellness post-COVID, which fuelled spiritual tourism. In some of our spiritual destinations, especially Amritsar, we are seeing corporate MICE business, where a visit to the shrines is included as an activity.” As for Marriott’s plan to cater to this growing segment, she says, “We do have robust expansion plans. Marriott International currently has active hotels across Amritsar, Madurai and Trichy. This will be followed by Katra in Jammu (scheduled to open in Jan 2024). Apart from these locations, our pipeline will ensure there is a Marriott hotel present in leading pilgrim destination across India over the next few years to come.”
New Focus, New Energy
Sandeep Maitraya, Director, Crimson Hotels Pvt Ltd, points out that though India is a melange of all the major religions of the world, focus on this segment of travellers was non-existent due to reasons of connectivity and accommodation. “In the past few years, connectivity has become better to these places due to a vast increase in the quality of highways, new airports, railway lines and not to forget the social media limelight of these places. The outbreak of COVID has also resulted in people taking refuge in religion and pilgrimage,” avers Maitraya.
Incidentally, Crimson Hotels recently took over the management of Dabar-E-Khas Boutique Hotel in Bareilly, a part of the Government of India Smart City Project with excellent connectivity by road, railway network and a swanky airport. Adds Maitraya, “The city, as per ancient scriptures, is known to be a part of the ancient kingdom of ‘Panchal’, the birthplace of Maharani Draupadi. Bareilly has three famous spiritual places – Alakha Nath, Trivati Nath, Madhi Nath – and Dhopeshwar Nath Temples at the four corners of the city. So Bareilly is known as Nath Nagri (city of Lord Shiva). Devotees comes in hoards to visit these ancient temples.
“Bareilly Sharif Dargah or Dargah-e-Aala Hazrat monument of Ahmed Raza Khan is famous for its annual Urs festival. The Dargah is famous amongst artists belonging to music. Our hotel, being in close proximity to Bareilly airport, is a preferred destination for people visiting these spiritual places. The hotel arranges tours to these places for in-house guests. Almost 15-20% of our current business is from the guests travelling for pilgrimage and is likely to increase to approximately 30%.”
Manish Goyal, Director, Stotrak Hospitality, also credits the Government’s PRASAD Scheme for the increase in spiritual tourism, which he believes existed since time immemorial but got a recent boost few years ago.
Says Goyal, “Our hotels, based in Rishikesh, have benefitted the most as Rishikesh is the starting and ending point of Char Dham yatra in Uttarakhand. We operate three hotels in Rishikesh and are partnering with White Heavens camp in Guptkashi to cater to spiritual tourism. Our hotel, Sukoon Retreat and Spa, is the most sought after hotel near Paonta Sahib Gurudwara.”
While Kurve concludes that improved information and connectivity of destinations, digital booking modes, Wi-Fi availability, direct flights, better accommodation and unique cultural experiences are some of the other factors that have contributed to the rise of spiritual tourism in India, one thing is for sure: Gen S (Seniors), X, Y or Z, this is one segment that is currently a hot favourite among travellers of all ages and will continue to top the list…
