Ayodhya, Varanasi, Amarnath: What’s fuelling the rise of spiritual tourism?

More than 512 lakh pilgrims visited the Amarnath cave shrine in 2024 the highest number in the last 12 yearsAround 15 crore devotees visited the Ram Mandir in Ayodhya between January 2024 when the Pran Pratishtha took place and April 2024 General Secretary of Shri Ram Janmabhoomi Teerth Kshetra Champat Rai told ANI that more than 1 lakh people come for darshan every dayA similar influx of visitors has also been recorded at other spiritual sites like Kashi Vishwanath Dham and Tirupati Balaji What is driving this growthldquoMore Indians are seeking meaningful travel experiences that reconnect them with their spiritual roots and cultural heritagerdquo remarks Aloke Bajpai Group CEO of ixigoAlso Read Yeh Jawaani Hai Deewanirsquos Udaipur to Emily in Parisrsquo France Herersquos how setjetting travel trend is ruling itinerariesThis shift towards spiritual tourism in India has gained prominence this year with devotees and travellers planning their trips for spiritual or religious purposes A continued national focus towards the development of spiritual sites and social media has played a key role in driving this shiftMumbaibased designer Isha Parmar reveals ldquoThis has become a trend now due to social media But I have been visiting these spiritual destinations since I was a kid We have visited many jyotirlingas and shaktipeeths I have also been to Amarnath Yatra with family Visiting these places creates a different aura altogether You are in a different place when yoursquore there and you are a different person when you come back That experience is very peacefulldquoMy family is very devotional and I have the same values In fact I always prefer travelling to spiritual destinations instead of other tourist placesrdquo she addsDelhi resident Nilesh on the other hand has developed an inclination to visit spiritual destinations recently ldquoThere has been so much discourse around this lately that I really wanted to visit these places I went to Ram Mandir in Ayodhya and the experience was surreal I wasnrsquot a tourist anymore I was a devoteerdquo he statesFactors driving growth of spiritual tourism in IndiaThis trend reflects a broader shift in Indiarsquos travel and tourism industryBajpai states ldquoSpiritual tourism is witnessing remarkable growth across India with more travellers prioritising visits to religious and cultural sites Ayodhya has emerged as the premier tourist destination in Uttar Pradesh surpassing Varanasi with over 11 crore visitors in just the first six months of 2024 Following the inauguration of the airport in Ayodhya in December last year we have recorded a 3540 per cent increase in flight bookings during April June and JulyrdquoData from ixigo reveals that flight bookings to major spiritual destinations have recorded significant growth in the past few months While Tirupati recorded a 155 per cent YoY increase in flight bookings for August and September 2024 Varanasi recorded 65 per cent growth followed by Shirdi at 54 per cent Amritsar at 36 per cent growth Jammu Katra at 25 per cent and Gaya at 21 per centA similar trend was seen in train bookings as well Data from ixigo Trains and ConfirmTkt reveals a 137 per cent YoY increase in train bookings for August and September 2024 to Ayodhya followed by Katra at 1055 Haridwar at 81 per cent Varanasi at 80 per cent Dwarka at 29 per cent Amritsar at 27 per cent and Tirupati at 25 per centSripad Vaidya COO ixigo Trains amp ConfirmTkt remarks ldquoSpiritual travel is experiencing significant growth among Indian travellers this year We are seeing an average yearonyear increase of 6570 per cent in train bookings for August and September for destinations like Ayodhya Amritsar Varanasi and Katra Strong demand for train travel to cultural hotspots like Varanasi Ayodhya and Haridwar has surged this month driven by improved accessibility and development due to recent budget initiatives government policies and infrastructure upgradesData from Bookingcom also reflects a growth in spiritual tourism Based on their Travel Trends data for 2024 30 per cent of Indian travellers reveal that they are keen to visit a spiritual destination this year Their search data complements this trend with Varanasi topping the list of the most searched spiritual destinations followed by Puri Rishikesh and AmritsarSantosh Kumar Country Manager for India Sri Lanka Maldives and Indonesia Bookingcom states ldquoWith the everevolving travel landscape Indians are increasingly seeking unique authentic and immersive experiences They are prioritising their mindfulness and holistic wellbeing by visiting spiritual and wellness destinations to recentre their mind and disconnect from their routine These religious and spiritual sites not only offer spiritual solace but also opportunities for travellers to immerse in the rich local culture and heritagerdquoGiresh Kulkarni Founder Temple Connect and International Temples Conventions amp EXPO ITCX believes that the growth of spiritual tourism in the country is driven by a combination of factors including increased government support evolving traveller demographics and enhanced infrastructure He elaborates on these factors1 Government initiatives The Indian government has launched various schemes such as the Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive PRASHAD and Swadesh Darshan 20 aimed at developing sustainable spiritual destinations These initiatives have significantly improved infrastructure and promoted lesserknown sites leading to enhanced accessibility and visitor experiences 2 Economic impact Spiritual tourism holds a 30 per cent market share in Indias travel sector and is projected to grow from approximately 60 billion in 2023 to 130 billion by 2032 with a compound annual growth rate of about 910 per cent The sector generated over INR 1340 billion around 16 billion in revenue in 2022 alone 3 Changing demographics There is a noticeable shift in the demographic profile of spiritual tourists While older generations traditionally dominated this space younger travellers particularly Gen Z are increasingly seeking spiritual experiences over conventional leisure activities This trend is fuelled by social media exposure and a desire for meaningful travel experiences 4 Postpandemic interest The COVID19 pandemic has led many individuals to seek spiritual or wellness experiences as a form of healing and introspection5 Personalised and immersive experiences The rise of homestays is significantly contributing to the growth of spiritual tourism in India as these offer personalised immersive experiences that allow tourists to connect deeply with local cultures and practices As the market continues to expand homestays are poised to become an integral part of the spiritual travel landscape in 2024 and beyondAlso Read MidDay Specials Gig tripping This travel trend is your ticket to musical adventuresSpiritual tourism push in Union Budget 2024The Union Budget announced in July 2024 included plans for a significant push in spiritual tourism in India The budget proposed substantial support for developing key spiritual sites including Vishnupad Temple in Gaya and Mahabodhi Temple in Bodh Gaya aiming to transform these into worldclass pilgrimage destinations It also included comprehensive development initiatives for Rajgir and Nalanda enhancing their appeal as tourist centresThese initiatives Kulkarni believes are contributing to the growthldquoThe spiritual tourism segment is expected to grow at a rate of 910 per cent annually reaching a market size of approximately 130 billion by 2032 This growth trajectory is bolstered by recent government schemes aimed at enhancing infrastructure and promoting lesserknown pilgrimage sitesrdquo he statesKumar adds ldquoThe governmentrsquos initiatives like the Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive PRASAD UDAN and Swadesh Darshan schemes are also driving the growth of spiritual travel These initiatives are facilitating better connectivity and infrastructure development in these sacred places propelling the growth of spiritual travelrdquoWhich spiritual destinations are Indians travelling toKulkarni reveals the most preferred destinations for spiritual tourism in Indiabull Ayodhyabull Varanasibull Amritsar Golden Templebull Tirupatibull Badrinathbull Ujjain Mahakaleshwar Templebull Rishikeshbull Vrindavanbull Bodh Gayabull Puri Jagannath Templebull Haridwarbull SarnathThe way forwardSpiritual tourism is expected to undergo further growth thereby also contributing to the local economy and job creationKumar states ldquoThe future of spiritual tourism in India looks promising with further growth in niche segments such as spiritual tourism ecospiritual retreats and wellness tourism As travellers continue to embrace mindfulness and wellness Indias unique spiritual offerings will remain highly attractiverdquoHighlighting key statistics Kulkarni says ldquoPremium hotels in pilgrimage destinations are anticipating occupancy rates between 7072 per cent for FY 20242025 with Average Room Rates ARRs projected to increase to around INR 78008000 indicating a revenue growth of about 79 per cent Also the spiritual tourism boom is expected to create approximately 140 million jobs by 2030 underscoring its potential as a significant economic driverrdquoHowever as this sector grows Kulkarni states some key considerations that need to be prioritised1 Sustainable practices Implementing capacitybased development initiatives to manage visitor flow effectively and preserve the sanctity of spiritual sites2 Digital integration Utilising technology such as AI and predictive analytics to enhance visitor management and promote lesserknown destinations3 Community engagement Involving local communities in tourism development to ensure that economic benefits are shared and cultural integrity is maintained4 Diverse offerings Expanding the range of experiences available to tourists by combining spiritual journeys with wellness retreats adventure activities and cultural education programs