People normally travel for overcoming monotony in their day-to-day lives. So, travel would usually be for fun, adventure, or sheer pleasure of being in famous sight-seeing spots that one cherishes. For those having a spiritual bent of mind, visits to shrines and hallowed pilgrim centers, especially the ancient ones, afford a recharge of their body, mind and spirit. Whatever it may be, a clean break from monotony, even if it is for a few days, makes all the difference!
According to trends in the realm of travel, spiritual tourism has seen a significant surge in India. Of late, search queries related to pilgrim cities like Tirupati, Rameswaram, and Madurai have increased dramatically. In this context, The Pioneer’s Tanisha Saxena delves into the growing popularity of spiritual tourism in many parts of India. We examine the factors driving this trend and their impact on the local economies, drawing on insights from travelers, HoReCa representatives and anthropologists, among others. We also shed light on the related cultural shifts and their implications for the economy.
In an era marked by rapid modernisation and digital connectivity, an intriguing cultural shift is discernible in India’s travel sector. According to the latest India Travel Trends Report by MakeMyTrip, a significant number of Indian travellers, especially from tier-2 and tier-3 cities, are increasingly seeking spiritual experiences. This trend represents a 97 per cent surge in searches for destinations around religious spots over the past two years, indicating a profound transformation in travel preferences.
The growing popularity of
spiritual journeys
Spiritual travel, once a niche interest, is now becoming a mainstream choice for many Indian travellers. The appeal of these journeys lies in their ability to provide solace and a sense of purpose amidst the hustle and bustle of modern life. Pilgrimages to destinations like Varanasi, Rishikesh, and Bodh Gaya are not just about performing religious rituals but also about finding inner peace and reconnecting with oneself. In south India, hallowed and ancient temples such as the Meenakshi Amman Temple in Madurai, the Brihadeeswara Temple in Thanjavur, and the Venkateswara Temple in Tirupati are among the most popular spiritual destinations. These temples are not only architectural marvels but also hold deep cultural and historical significance, attracting devotees seeking spiritual enrichment and lay tourists alike.
Vignesh, a Mayiladuthurai, Tamil Nadu-based spiritual traveller, shares, “Tamil Nadu attracts travellers from all over India for spiritual tourism, drawn to its ancient temples like Srivilliputhur and Tanjore, which are symbols of cultural heritage and religious significance.” He adds, “My wife and I often visit these spiritual places because life is so hectic anyway. These temples offer a serene escape where we find peace and reconnect with our roots.”
Hyderabad-based Krishna says, “Birla Mandir (Lord Venkateswara temple), Chilkur Balaji, Yadagirigutta (Lord Narasimha Swamy temple), and the Statue of Equality (monument to the 11th century philosopher Ramanuja) are among the renowned spiritual destinations in Hyderabad. The younger generation is increasingly drawn to spiritual tourism as they seek to connect with their roots and gain a deeper understanding of their culture. In Hyderabad, the various ashrams of Art of Living, Brahmakumaris, and Ram Chandra Mission further add to the spiritual attractions, all easily accessible within Telangana. The heart of Telangana is steeped in spirituality, and festivals like Bonalu and Bathukamma are special attractions that highlight the region’s rich cultural heritage.”
Sri Devi, an Art of Living teacher in Hyderabad, shares, “Visiting the Isha Foundation was a transformative experience, blending serene natural beauty with profound spiritual teachings. The serene atmosphere, the majestic Adiyogi statue, and the well-organised meditation sessions offered a unique opportunity for inner reflection and growth. Spiritual tourism, like the surge in visitors to the Isha Foundation, is undeniably on the rise. This trend is fuelled by increased access to information and details that were once difficult to obtain. With the internet and social media, people are more informed than ever before, making it easier to discover and engage with spiritual destinations worldwide. This accessibility has opened doors to deeper, more meaningful travel experiences that cater to the soul as much as to the senses.”
Shaaz, another traveller, says, “For the past three years, I have been organising trips to the mountains, driven by a desire to find deeper meaning and purpose in my travels. The serene and majestic presence of the mountains inspired me to embark on a spiritual journey, leading to profound personal growth. This journey has taught me mindfulness, presence, and inner peace, fostering intuition and wisdom through stillness and reflection. Meeting diverse people and experiencing different cultures has enriched my understanding of the world and my place in it, promoting unity and compassion. In choosing spiritual destinations, I prioritise less-crowded, less-explored places that allow for a deep connection with nature. I seek simplicity over luxury, focusing on destinations with stunning natural landscapes that foster tranquility and introspection.”
The MakeMyTrip India Travel Trends Report reveals a substantial surge in interest for Ayodhya, with search queries soaring by 585% in 2023 compared to 2022. Ujjain and Badrinath also experienced notable increases in search activity, rising by 359% and 343%, respectively.
“Experiencing my children’s thread ceremony at the BAPS Hindu Mandir in Abu Dhabi was profoundly moving. The serene atmosphere and architectural splendour of the temple made it a truly unforgettable event for our family,” says Bharti Jethwani, who is currently residing in the UAE. She also emphasises that spiritual tourism is real, and witnessing Indian culture flourish across the globe is extremely impressive. The presence of such a magnificent Hindu mandir in Abu Dhabi is a testament to the rich cultural and spiritual heritage that transcends borders.
The role of tier-2 and tier-3 cities
Interestingly, the report highlights that travellers from tier-2 and tier-3 cities are leading this shift. These cities, often characterised by their unique blend of tradition and modernity, are seeing a growing number of residents embarking on spiritual travels. This trend underscores a desire among people from these regions to explore their cultural heritage and seek spiritual rejuvenation.
Anthropologist Nikhil Kaithwas amplifies how travellers from tier-2 and tier-3 cities are leading this shift:
1. Economic development: Cities like Visakhapatnam (Andhra Pradesh) and Warangal (Telangana) have seen substantial economic growth. The increased disposable income has enabled more residents to afford trips to spiritual destinations like Kanaka Durga Temple in Vijayawada and Simhachalam Temple in Visakhapatnam.
2. Improved transportation infrastructure: The development of new regional airports, such as those in Kadapa (Andhra Pradesh) and Rajahmundry (Andhra Pradesh), has made it easier for people from nearby tier-2 and tier-3 cities to access these spiritual hubs. Improved road connectivity also facilitates easier travel to destinations like Srisailam (Andhra Pradesh).
3. Digital revolution and awareness: Social media campaigns and travel blogs have also popularised spiritual destinations like Yadagirigutta (Telangana) and Lepakshi (Andhra Pradesh). People from cities like Karimnagar (Telangana) and Nellore (Andhra Pradesh) are increasingly visiting these places after discovering their significance online.
4. Cultural and religious renaissance: The revival of traditional practices can be seen in cities like Tirupati (Andhra Pradesh) and Warangal (Telangana), where the Sammakka Sarakka Jatara attracts millions, including many from smaller cities who seek to reconnect with their religious roots.
5. Community influence: In cities like Anantapur (Andhra Pradesh) and Khammam (Telangana), community-organised pilgrimages to places like Puttaparthi and the Bhadrakali Temple are common. Entire families and communities travel to such places, fostering a sense of unity and shared spiritual experience.
6. Stress relief and spiritual healing: Many from industrial towns like Kakinada (Andhra Pradesh) and Nizamabad (Telangana) seek respite from their hectic lives by visiting tranquil spiritual sites such as the Sri Ramana Maharshi Ashram in Tiruvannamalai (Tamil Nadu) or the Isha Yoga Center in Coimbatore (Tamil Nadu).
7. Government initiatives: The PRASAD scheme has developed spiritual circuits like the Krishna Circuit in Andhra Pradesh and the Buddhist Circuit in Telangana, attracting pilgrims from smaller cities such as Guntur (Andhra Pradesh) and Warangal (Telangana).
8. Religious festivals and events: The Brahmotsavams in Tirupati (Andhra Pradesh) draw large numbers of devotees from surrounding tier-2 and tier-3 cities, while the Kalyanam Festival in Bhadrachalam (Telangana) attracts pilgrims from towns like Kothagudem and Nalgonda (Telangana).
9. Affordable travel options: The proliferation of budget accommodations and train services, such as the Bharat Darshan tourist train, allows pilgrims from cities like Rajahmundry (Andhra Pradesh) and Karimnagar (Telangana) to visit spiritual destinations like Srisailam (Andhra Pradesh) and Simhachalam (Andhra Pradesh) without financial strain.
10. Health and wellness integration: The integration of wellness programs at spiritual sites, such as yoga retreats in Rishikesh (Uttarakhand) and Ayurvedic treatments in Kerala, attracts travellers from cities like Mysore (Karnataka) and Varanasi (Uttar Pradesh), who seek holistic health benefits.
11. Local influences: Spiritual leaders from towns like Tirupati (Andhra Pradesh) and Yadagirigutta (Telangana) often organise and lead group pilgrimages to significant sites, encouraging participation from their followers in nearby smaller cities.
As per the anthropologist, the inherent virtue of darshan, which helps cleanse sins and experience the numinous, has become commercialised. Despite being householders, we still seek the divine. It is ironic, but true. Religion serves as a means to tap into values that align with family travel, ensuring a structured experience rather than aimless or purely natural. Instead of encountering nothingness or wilderness, religion offers a cultural framework centered around a deity, which becomes the ultimate goal.
Impact on the travel industry
The growing inclination towards spiritual travel is significantly impacting the travel industry. Travel agencies and platforms are curating specialised packages that cater to this new demand. From guided tours of holy sites to wellness retreats incorporating yoga and meditation, the offerings are diverse and tailored to meet the needs of spiritually inclined travellers.
“The rise of spiritual tourism in the last two years points to one thing: more and more people have begun to look inward for peace. We are living in times when people are looking for spiritual transformation. Kanha Shanti Vanam and so many other spiritual centers across the world have opened up to welcome the public to facilitate a greater spiritual awakening,” explains Daaji, guide of Heartfulness and president of Shri Ramchandra Mission.
He adds, “These spiritual centers are charged with a unique positive energy and are aiding in creating more and more peace and harmony within. I am also very happy that the government of India supports large-scale spiritual projects catering to the development of spiritual tourism. As we visit spiritual centers, we are constantly reminded to stay deeply connected with the Source, and when we leave them to return to our homes, we carry the spiritual fragrance or memory of such palpably charged destinations in our hearts and souls.”
Kanha Shanti Vanam, the world headquarters of Heartfulness, is a 1,300-acre oasis of peace located on the outskirts of Hyderabad. This spiritual sanctuary attracts visitors from around the globe, offering a unique blend of ancient wisdom and modern contemplative practices to promote inner peace and personal transformation. Personal Heartfulness Yoga and Meditation trainers are available to teach the four cardinal practices: relaxation, meditation, rejuvenation, and bedtime introspection. These practices foster feelings of lightness, clarity, gratitude, and a sense of connection with a higher purpose. Throughout the year, numerous programs, activities, and workshops are conducted, focusing on health, well-being, and sustainability-oriented practices.
“This rise in spiritual tourism has opened up new business opportunities. At Ekaanta, we have observed this trend firsthand and see it as a unique opportunity to cater to this growing demand. By curating bespoke spiritual travel experiences that combine traditional wisdom with modern comforts, we aim to provide journeys that are both enriching and transformative. This shift has opened up numerous business opportunities in the travel industry, from specialised tours to wellness retreats, reflecting a broader cultural revolution. The increased interest in spiritual destinations underscores the importance of integrating holistic and culturally immersive elements into travel offerings, paving the way for a new era of conscious and purposeful travel,” opines Manvi Lohia, MPH, RD, and Head of Holistic Health and International Business, Ekaanta, a wellness retreat.
Hotels are observing a remarkable increase in bookings from tier-2 and tier-3 cities, driven by the rising trend of spiritual travel.
Saurabh Gahoi, VP of Ramee Group of Hotels in India, explains, “In 2022, the Ministry of Tourism reported 1,439 million tourists engaged in religious tourism, generating Rs 1.34 lakh crore in revenue. Projections indicate this segment will generate $59 billion by 2028 and create 140 million jobs by 2030. These statistics highlight the potential of spiritual tourism to enrich cultures and boost economic growth. This surge is not just a boon for business but reflects a deeper societal shift, with the younger generation seeking spiritual fulfillment as a counterbalance to their fast-paced digital lives. Given the younger generation’s keen interest in exploring the culture and origins of spiritual destinations, they seek accommodations that reflect local traditions. Additionally, with the government supporting Indian tourism, spiritual destinations like Ayodhya, Varanasi, Tirupati, Kolhapur, Rishikesh, and Dharamshala aim to reestablish the country’s historical and spiritual significance as centers of salvation and enlightenment in the world.”
A boost for local economies
The rise of spiritual tourism in south India is not just a cultural phenomenon but a significant driver of economic growth and local development. From the sacred hills of Tirupati in Andhra Pradesh to the ancient temples of Tamil Nadu and the serene backwaters of Kerala, spiritual destinations in the region are experiencing a surge in tourist footfall, translating into substantial economic benefits for local communities.
In Andhra Pradesh, Tirupati is a prime example. Hotels and guest houses in Tirupati have reported a marked increase in bookings, with local businesses, restaurants, and transport services witnessing heightened demand.
Vardhan Nigam, an employee at Sarvana Bhavan in Tirupati, remarked, “The influx of spiritual tourists has been a boon for our business. We have seen a 40% increase in customers, especially during the festival seasons, which helps support the staff and contribute to the local economy.”
In Tamil Nadu, the impact is equally profound. Cities like Madurai and Rameswaram, home to iconic temples, attract millions of pilgrims annually. Hotels around these temples are consistently booked, and local eateries thrive on the influx of pilgrims and tourists.
According to Rohini, an employee of the Income Tax department in Tamil Nadu, “The growth in spiritual tourism has been transformative for the HoReCa sector. Restaurants have expanded their menus to accommodate international tastes, and sales have increased by 50% during peak tourist seasons.”
Kerala, known for its spiritual retreats and Ayurvedic centers, has also seen significant economic benefits. The state’s rich tradition of Ayurveda and yoga attracts tourists from around the world, boosting local businesses and wellness centers. Jishnu Raveendranath, CEO of Poonthottam Ayurvedasram, notes, “The rise in spiritual and wellness tourism has significantly boosted our local economy. We have expanded our services and employed more local staff to meet the growing demand. Kerala is celebrated for its Ayurvedic treatments, drawing travellers from across the country and overseas in search of solace.”
In Karnataka, cities like Mysore and Hampi are not only historical and cultural hubs but also spiritual destinations. The influx of tourists has revitalised local economies, with hotels, restaurants, and handicraft markets experiencing substantial growth. Artisans and local businesses have benefited from the increased footfall, ensuring sustainable livelihoods.
All told, the rise of spiritual travel in India is more than just a trend; it is a cultural revolution. As more people from diverse backgrounds and regions embark on these journeys, it signifies a collective yearning for deeper connections and spiritual fulfillment. This shift not only enriches the lives of travelers but also breathes new life into the cultural and economic fabric of India’s spirituality.
