The resurgence of spiritual tourism

India has been witnessing significant increase in spiritual tourism in recent years, which received a big boost in the form of the historic event of opening of the Ram Mandir in Ayodhya. This momentous occasion is going to be a game changer for tourism in the country by heralding holistic development of a lot more destinations along with creating employment opportunities and improvement in GDP.  In response to the great surge in religious tourism activities noticed across the country in the recent times, the hospitality sector is making its best efforts to absorb the challenges through innovation and adaptability. By combing tradition with usage of technology. hospitality facilities around the nation are trying to offer reinventing experience to meet the changing demands and expectations of both pilgrims and tourists. 

According to the data of the Ministry of Tourism, 1439 million tourists undertaken religious tourism activities in 2022 whereas the number stood at 677 million in 2021. The sector also generated a revenue of ₹1.34 lakh crore in 2022. It is also estimated that this segment of tourism is expected to generate a revenue of 59 billion by 2028, and will create 140 million temporary & permanent jobs by 2030. These figures offer a very promising future for the tourism and hospitality sector in the country and also demands for a host of measures to be undertaken by the Government and other stakeholders. 

Facilitative Policy Environment 

The religious tourism in India enables the traveller to dwell deep into India's rich cultural tapestry with a big reservoir pilgrimage centres spread across the length and breadth of the country offering tranquilly, enlightenment, and a deeper connection with the Divine. It is estimated that more than 60 % of domestic travel undertaken in India is for spiritual and religious purpose. One of the enablers for the recent surge in religious tourism in India is the favourable policy measures undertaken by the Government of India in the recent past. 

In the year 2014-15, the Government of India launched the Pilgrimage Rejuvenation and Spiritual and Heritage Augmentation Drive (PRASHAD Scheme) exclusively for promotion spiritual tourism in the country which played a major role in eh development of religious tourism activities in the county. Another important scheme that supported the growth of religious tourism in India is the Swadesh Darshan Scheme which was launched in 2014-15 with an objective of integrated development of theme-based tourist circuits in the country.

Similarly large-scale infrastructure development carried out under the PM Gato Shakti and other projects facilitated integrated and seamless movement of people, goods, and services across the nation and has been a critical enabler for the growth of religious tourism in the country. all these efforts have culminated into very positive outcome for the tourism sector and can be viewed from the fact that in 2022 70 million people visited the Kashi Viswanath Dham Varanasi after its renovation in comparison to 8 million a year earlier. 

Strategic Adaptation and Harnessing Technology 

To meet the growing demand for spiritual tourist experiences, hospitality organisations around the country are carefully adjusting and extending their services by blending technology with culture and tradition.  For example, heritage hotels set among ancient temples in Varanasi allow visitors to immerse themselves in the city's spiritual ambience. Similarly, boutique resorts in Rishikesh are also offering wellness retreats that combine yoga and meditation with modern conveniences. The industry is witnessing a wave of innovations geared at giving guests with immersive and culturally enriching experiences that resonate with the destinations' spiritual ethos.

In an era of digital innovation, hospitality companies are leveraging technology to provide seamless and personalised experiences to customers. Contactless check-ins and digital concierge services are becoming common features, ensuring visitors' ease and safety. Furthermore, immersive virtual tours of spiritual locations and interactive storytelling sessions enable tourists to strengthen their bond with the destination even before they arrive. Technology is being used to improve the guest journey and create unforgettable moments that transcend physical space and time, increasing the spiritual tourism experience in India.

The Way Forward 

Indian tourism has embarked on a transformative journey in the Amrit Kal and it aspires to transform into a $3 trillion economic powerhouse by 2047. This vision hinges on welcoming 100 million foreign visitors, nurturing domestic travel through smart infrastructure and diverse circuits, and cultivating high-value experiences from varied niche tourism products. Religious tourism will be a formidable factor in this journey and the country needs a host of structural reforms on war footing basis to accomplish this mission.

mproved road, rail and air connectivity to the religious tourism centres combined with affordable accommodation facilities, creation of more religious tourism circuits and integrated hubs etc a few measures our country needs to take imminently to meet the increasing demand of tourists in this segment. The long pending request of the hospitality sector to grant infrastructure status to hotel projects above 10 crores would be a pathbreaking decision by the Government at this juncture. 

By embracing both tradition and change, we have the opportunity to reimagine the visitor experience, raise industry standards, and position India as a global leader in spiritual tourism. Let us embark on this adventure with a spirit of hospitality, empathy, and inclusivity, ensuring that every visitor who enters through our doors finds comfort, inspiration, and a home away from home.

AUTHOR BIO: Pradeep Shetty is President, FHRAI