Leisure Hotels Group, a hotel chain that is present in some of the popular spiritual places of India like Haridwar, Rishikesh, Vrindavan and Varanasi, have observed a significant rise in spiritual tourism across its properties in these key destinations. “On average, approximately 80% of our guests are pilgrims and spiritual seekers visiting renowned temples and other sacred landmarks,” Shahzad Aslam, the Head of Sales, says. 

The reckless coverage of Maha Kumbh, currently going from Prayagraj, is not new. However, what has changed is the immense focus on how lakhs of devotees, not only from India but also abroad, are thronging to the spot. A few months ago, during Chhath Puja, the flights from Mumbai to Patna – the capital of Bihar – were soaring higher than that of Mumbai to Dubai. Even Dev Deepawali, an age-old tradition of celebrating Diwali on the ghats of Varanasi, saw more than the usual visitors aiming to be part of the extravagant cultural affair – all of which hints at how tourism has already started finding the spiritual roots to grow in India.

Accessibility, trends, social media… 

The hotel chain, which is also planning to now open an outlet in Ayodhya, believes that the upgraded facilities, including better roadways, rail networks, and airport connectivity, have made pilgrimage destinations like Haridwar, Vrindavan, and Varanasi more accessible to travellers.  

As per recent data from the Ministry of Tourism, India has seen a significant increase in spiritual tourism, with 1,433 million domestic tourists visiting pilgrimage spots in 2022. This marks a major rise from 677 million in 2021 while also suggesting that over 60% of total tourism in India is related to religious and spiritual travel. 

A Haridwar-based hotel, Pilibhit House, which has seen approximately 50-60% of the guests travelling to this region with a primary focus on spiritual and wellness experiences, opines that the post-pandemic time has paved the way for “reconnection with spirituality”. “There has been a growing desire among people to seek peace, purpose, and inner balance, leading them to spiritual retreats and destinations,” Vikas Nagar, the hotel manager of Pilibhit House, mentions, adding that the people are “drawn by local temples, ashrams, meditation centres in and around Haridwar”. He also notes that the improved infrastructure and promotional efforts have made spiritual hubs more accessible, attracting both domestic and international travellers. 

Ramee Group of Hotels, which is present in Udaipur, Tirupati, Amritsar, Bhuj and Surat along with Tier 1 cities like Mumbai and Bengaluru, has observed a “significant growth” in spiritual tourism in India and how it has positively impacted the properties located near key spiritual destinations like Tirupati and Amritsar. Saurabh Gahoi, Senior Vice president of Ramee Group of Hotels, says, “Approximately 25-30% of our guests in these locations visit specifically for spiritual tourism. Tirupati, being home to the iconic Tirumala Venkateswara Temple, attracts millions of devotees annually, and our property in the region is designed to provide both convenience and comfort for pilgrims. Similarly, Amritsar, with the world-famous Golden Temple, sees a significant influx of spiritually inclined travellers.”

Considering spiritual tourism not just a trend but an “evolving way of travel”, Mr Gahoi shares that the surge in spiritual tourism can be attributed to a renewed interest in cultural and spiritual roots, increased accessibility to these destinations, and a post-pandemic shift toward meaningful travel. “Improved infrastructure, government initiatives like the PRASAD scheme, and the global appeal of spiritual hubs like Amritsar, Tirupathi and even Indore, which is in proximity to the famous Mahakaleshwar temple in Ujjain, have further contributed to this growth,” he says. Additionally, he mentions, “Festivals and religious events attract travellers seeking spiritual and cultural immersion, making these destinations a top choice for both domestic and international tourists.” Even Ramee Group is planning to expand its roots to destinations like Dwarka and Ujjain this year.

At Kings Hotel and Resort, the owner, Shreyas Kudalkar, has also observed similar trends and says that 30-35% of their guests have been visiting the property, present in Karnala, Maharashtra, for spiritual reasons. “This trend is especially noticeable during festivals or special religious occasions,” Mr Kudalkar says, adding that people are looking for ways to relax and find peace in today’s busy world, with India offering a “great place for spiritual activities like yoga, meditation, and Ayurveda”. 

On the other hand, Mr. Kudalkar counts social media as a reason to make people learn about spiritual travel. Undoubtedly, the spur in travel, not just spiritual, has been an evident phenomenon in India, and the growing culture of the social media content creation has further escalated the tourism sector like never before. On international tourists coming to India for similar reasons, Mr. Kudalkar opines, “Finally, many tourists are interested in experiencing India’s culture and spirituality firsthand, which has led to more people choosing India for their spiritual journeys.”

Work-life balance and mental health awareness

Along with tourism, which saw a spur in the post-pandemic time, the discussions around mental health, too, gained popularity in Indian society — which can be seen as interlinking with each other. Counselling Psychologist and author Sohini Rohra believes that the rise comes from “people feeling a need for something deeper in their lives”. “In today’s fast-paced, stressful world, many are turning to spiritual destinations for peace, purpose, and healing. For some, it’s about reconnecting with their roots and exploring India’s rich traditions. For others, it’s about escaping the noise and finding clarity. Practices like yoga and meditation, which have gained global popularity, also draw seekers from around the world. Ultimately, people are looking for community, healing, and a way to fill the void modern life often leaves behind,” she says. 

The ill-effects

Ms. Rohra, who also travels for spiritual reasons, however, mentions that the surge encounters many challenges as well. “Many sacred places are becoming overly commercialised, losing their essence. Sometimes, people exploit spirituality for profit, misleading seekers who are genuinely looking for guidance,” she says. Adding to it, she also highlights the tendency for people “to engage with spirituality superficially, treating it like a trend instead of a meaningful practice.” “These issues can overshadow the true purpose of spiritual journeys,” she further adds. Casting light on another major issue being faced by the locals, Ms. Rohra says, “The surge in visitors often harms the environment and strains local resources.” 

According to a recent report by real estate services firm Colliers, Amritsar in Punjab; Ayodhya and Varanasi in Uttar Pradesh; Dwarka in Gujarat; Puri in Odisha; Shirdi in Maharashtra; and Tirupati in Andhra Pradesh are also the regions driving real-estate growth. On the other hand, NLB Services had mentioned recently that religious tourism in India has been on an upward trajectory, with the projections being a CAGR of over 16% between 2023 and 2030. 

As the Ram Mandir consecration ceremony — being called a game-changer in this sector — saw its anniversary recently, devotees thronged in large numbers. However, as many other religious and cultural sites deal with the problems of adequate infrastructure, this recent construction too has similar shortcomings, cited by locals and tourists alike. It certainly highlights the need for improvised infrastructure if the sector has to keep growing.