Spiritual tourism in India: Growth, opportunities, and the path forward

India, with its vast landscape of over 450,000 religious and cultural heritage sites, is witnessing a surge in spiritual tourism, driven by the evolving interests of modern travellers. A recent report titled "Sacred Journeys: Unfolding the Evolution and Growth of Pilgrimage and Spiritual Tourism in India," released by KPMG in India and PHDCCI at the 1st Global Spiritual Tourism Conclave, highlights the significant potential and challenges in this growing sector.

The report explores the increasing interest in spiritual tourism post-pandemic, where a notable rise in travellers seeking meaningful and transformative experiences is evident. The evolution of religious tourism now integrates modern practices, with digital influence playing a pivotal role. Virtual pilgrimages, live-streamed religious ceremonies, and online darshans became popular during the COVID-19 pandemic and continue to draw interest. 

Key findings of the report suggest that spiritual tourism is a substantial driver of economic activity, particularly in India. Better connectivity, improved infrastructure, and tailored travel packages have further enhanced the appeal of religious destinations. The report identifies three primary segments of pilgrims—explorers, solo travellers, and mass organised pilgrims—each with unique needs and expectations.

Vivek Agarwal, Partner and Lead - Industrial and Infrastructure Development, KPMG in India said, “Worldwide, India is recognised for its rich array of pilgrimage sites, spiritual landmarks, and ancient healing practices. As the demand for spiritual tourism grows, it is essential to promote comprehensive, holistic, and sustainable development of these sites. This approach will not only enrich the spiritual experiences of pilgrims but also preserve the sanctity of these destinations”.

A significant focus of the report is the potential to develop lesser-known pilgrimage sites. This involves thorough research and documentation of these sites' historical and spiritual significance, improving infrastructure, and engaging local communities in the process. Educational programs, guided tours, and workshops can further attract tourists interested in cultural and spiritual enrichment. 

Additionally, the adoption of AI and predictive analytics can aid in managing visitor flow and ensuring sustainable practices, thereby preserving the sanctity and cultural significance of these spiritual destinations.

Addressing the challenges of overcrowding at popular pilgrimage sites, the report advocates for capacity-based development initiatives. These include destination-level measures, precinct-level strategies, and shrine-specific actions to preserve the sanctity of these sites while enhancing the visitor experience. Furthermore, the adoption of digital interventions, such as AI and predictive analytics, can play a crucial role in promoting hidden gems and ensuring the sustainable development of pilgrimage tourism.

Aalap Bansal, Partner - Industrial & Infrastructure Development Advisory (IIDA), KPMG in India said, “The evolution of pilgrimage and spiritual tourism in India mirrors broader trends in the tourism industry. Digital tools and social media have significantly expanded the reach and accessibility of spiritual practices. However, challenges such as over-tourism, strained infrastructure, disruptions to local communities, and cultural dilution highlight the need for a holistic and sustainable approach to site development. Utilizing digital tools and diversifying tourism offerings are essential for managing growth and addressing these issues effectively”.

As spiritual tourism continues to grow, India’s approach must be both respectful and sustainable, fostering mutually beneficial interactions between visitors and host communities. With a focus on holistic experiences, lesser-known destinations, and the integration of technology, India is poised to lead the way in the global spiritual tourism landscape.