“To other countries, I may go as a tourist, but to India, I come as a pilgrim.” Martin Luther King Jr’s famous words encapsulate India’s magnetic attraction as a beacon of spiritual fulfilment. TTJ explores the emerging trends, challenges, and strategic initiatives driving the boom of religious tourism in India, drawing insights from prominent Indian tour operators and industry experts.

As millions of travellers converge upon India to ‘Eat, Love and Pray’, history and pop culture continue to present India as the ground zero of spiritual and transformative travel. Buoyed by this popularity, the religious travel segment is experiencing an all-time high as it firmly establishes itself as a pivotal cornerstone of India’s tourism bedrock. It plays a significant role in boosting economic growth and preserving our rich cultural heritage.

The Boom of Religious Travel

The religious tourism sector in India has demonstrated significant growth, with the Ministry of Tourism (MoT) reporting 1,439 million visitors in 2022 and generating an impressive revenue of Rs 1.34 lakh crore. Projections suggest that this revenue could rise to $59 billion by 2028, alongside the potential creation of 140 million jobs by 2030. This highlights the critical importance of the sector in India’s tourism landscape.

Home to over 450,000 religious and cultural heritage sites, India is a treasure trove of pilgrimage and sacred landmarks; some enjoy widespread recognition, while countless lesser-known hidden gems remain largely unexplored within local communities. Tourists are drawn to India’s diverse experiences – from the historic Catholic churches and temples of Tamil Nadu to Vipassana in Rishikesh, from the Golden Temple in Amritsar to the magnificent Ganga Aarti in Varanasi.

India’s Spiritual Odyssey

The concept of religious tourism is evolving to meet the changing interests and values of modern travellers and now reflects a broader shift towards more meaningful, responsible, and transformative travel experiences, engineering its phenomenal growth.

Identifying fast emerging trends, Krishna Mohan Alapati, Managing Director, Southern Travels, says, “While pilgrimages like the Char Dham Yatra and the Vaishno Devi trek remain evergreen, there is a growing demand for spiritual wellness retreats at holy sites. Travellers are choosing lesser-known sites like Ujjain, Sri Kamakhya Devi, and Tawang Monastery, and immersive experiences, such as participating in local rituals, exploring ancient temple architecture, and engaging with spiritual teachings, are in high demand. There is also a noticeable rise in youth and family groups undertaking religious travel, combining devotion with leisure and adventure.”

Ashutosh Chandel, CEO, CareMyTrip observes, “Travellers are seeking curated, multi-stop pilgrimage experiences, combining spiritual journeys with wellness retreats and attending grand festivals – Our Maha Kumbh Yatra offers an inviting blend of spirituality with immersive experiences like the Shahi Snan.”

Punit Bhasin, Managing Partner at Indus Travel Company and Senior Vice Chairman of Enterprising Travel Agents Association (ETAA), North India Chapter, shares, “India is currently witnessing a massive surge in religious tourism fuelled by the general sentiment of Hindutva. The Ram Temple in Ayodhya has catalysed heightened interest in exploring religious sites and relics.

Saransh Gupta, Director of Business Development, Truly India Tours and Travels, mentions, “There is an increasing demand for organised pilgrimage tours combined with leisure activities. With traveller budgets on the rise, destinations like Dwarka, Katra, Nathdwara, and Rameshwaram are experiencing notable growth.

Top Sacred Circuits

Ashutosh observes a rising demand for customised pilgrimage tours, like the Ramayan and Awadh Darshan Yatra, the Chardham Yatra in Uttarakhand, Mata Vaishno Devi Yatra in Jammu, and Tirupati Balaji Darshan in Andhra Pradesh. Interest in environmentally sustainable remote journeys, like the Kailash Mansarovar Yatra including Om Parvat and Adi Kailash, is also rising. Ayodhya’s increasing prominence as a key religious destination reflects the rising popularity of spiritual circuits connecting Ayodhya, Kashi, and Prayagraj.

Punit identifies destinations like Varanasi, Ayodhya, Katra, Vrindavan in UP, the Kedarnath temple in Uttarakhand, Meenakshi temple in Madurai, Shirdi near Pune, and the Golden Temple in Amritsar are the most in-demand pilgrimages.

Saransh names Uttar Pradesh, Uttarakhand, Amritsar, and Katra as the consistent top sellers in religious tourism with a notable upsurge in inquiries for Puri and Konark temples in Odisha, the Tamil Nadu Temple Trail, and the Buddhist Circuit.

Alapati notes that Northern India remains a consistent major hub with attractions like Varanasi, Rishikesh, Amritsar, and Haridwar, While Southern India features the popular destinations of Tirupati, Rameswaram, and Guruvayur. Maharashtra’s Shirdi, Odisha temples, Ujjain’s sacred sites, and Assam’s Kamakhya Devi Temple are currently gaining popularity among devotional travellers.

Pilgrim Profiles

To effectively tap into emerging markets, staying in sight of evolving trends is crucial. Saransh shares, “Currently, 75 per cent of our religious visitors are international, reflecting a growing fascination with India’s rich spiritual heritage.”

For CareMyTrip, domestic visitors still dominate religious tourism, especially for popular pilgrimages like Mata Vaishno Devi and Tirupati Balaji Darshan.

Ashutosh points out a noteworthy shift: “International interest is surging for mega experiences like the Maha Kumbh Mela and Kailash Mansarovar Yatra, particularly from Southeast Asia and countries with deep-rooted spiritual connections to Hinduism and Buddhism.”

Alapati adds, “While domestic travellers remain the backbone of religious tourism, there is a marked increase in visitors from regions with cultural ties to India, such as Southeast Asia and Japan, especially for Buddhist circuits.

Punit mentions a similar trend, “There is a noticeable rise in inquiries for destinations like Rishikesh, Varanasi, Khajuraho, Ayodhya, and Bodhgaya.”

Festivals Take Centre Stage

For most of our trade experts, the Maha Kumbh Mela 2025 is a stand-out event that attracts tourists from all over the globe. Ashutosh asserts, “Its sheer scale and spiritual significance make it a one-of-a-kind experience. International tourists are particularly fascinated by the ancient rituals, the grand Shahi Snan, and the overall vibrant spiritual atmosphere. Similarly, the Ganga festivals like Ganga Dussehra and Kartik Purnima also appeal to international visitors.

Crediting social media, Punit states, “The vibrancy of the grand Maha Kumbh with pictures of naga sadhus on social media entices international tourists to attend such an authentic event.”

Saransh observes, “For us, Holi remains the most popular Indian festival among international tourists. However, we are pleasantly surprised by the increasing interest in festivals like Hola Mohalla in Punjab, Durga Puja in Kolkata, Theyyams in North Kerala, and Hemis in Ladakh. The absolute numbers at present may not be large, but the year-on-year growth is impressive. The Maha Kumbh Mela 2025 is a big hit for both individual and group bookings. Many of our regular programmes have been adjusted to align with Kumbh Mela activities!”

Alapati asserts, “Events like the Kumbh Mela have global appeal due to their massive scale and the spiritual energy they represent. Diwali in Varanasi attracts international travellers due to its grandeur and cultural significance, while Holi draws tourists to Mathura and Vrindavan to celebrate religious fervour.”

Navigating Challenges

A key hurdle in religious tourism, according to Alapati, is the lack of comfortable accommodations near popular pilgrimage sites, many of which still lack modern amenities. He says, “Connectivity remains an issue, especially for offbeat remote religious destinations that lack easy access, particularly during peak seasons or major festivals. We work closely with local administrations to help mitigate these issues by providing well-organised, all-inclusive travel solutions for our clients.”

Identifying similar challenges, Saransh states, “Our primary challenge is overcrowding during peak travel periods, with limited accommodation and transport options. There is a need for improved lodging and higher-quality transport in certain regions, but we remain optimistic and expect new properties to emerge soon.”

Highlighting the obstacles faced by travel operators, Ashutosh notes, “Challenging tours such as Kailash Mansarovar and Chardham Yatra, located in remote terrains, lack adequate infrastructure for the large numbers of pilgrims they attract. The lack of proper connectivity in the Himalayan region is challenging during peak seasons. Managing mega festivals like the Maha Kumbh presents its own challenges, as the influx of millions of pilgrims necessitates meticulous planning to ensure smooth operations for a positive visitor experience.

Punit points out, “The government has acknowledged the vast potential of religious tourism in India in recent years, focusing on improving connectivity, accommodation, and infrastructure. However, we still face significant challenges in catering to our high-end customers, as last-mile connectivity and quality accommodations remain inadequate in many areas, affecting our growth trajectory.”

New Offerings

Sharing CareMyTrip’s new initiatives, Ashutosh states, “We have expanded our portfolio with niche pilgrimage circuits, like the Ramayan Yatra – a narrative-driven experience that retraces Lord Rama’s legendary journey. The Awadh Darshan Yatra explores the spiritual depth of the Awadh, covering Ayodhya and other key sites. Our Kailash Mansarovar Yatra package provides logistical support and guided treks for high-altitude spiritual treks.”

Punit at Indus Travels notes that spiritual tourism in India now offers seamlessly blended religious visits with wellness programmes like yoga and Ayurveda at sacred sites. He adds, “While cultural immersion tours feature local festivals, rituals, and community interactions, heritage trails connect religious sites like the Ramayana and Mahabharata circuits.”

Saransh points out, “At Truly India Tours and Travels, we take pride in curating unique experiences tailored to the needs of each guest. We leverage religious festivals to immerse guests in local traditions, tracking dates through 2025 to ensure they do not miss out.”

Southern Travels continues to expand its repertoire by adding new circuits and lesser-known shrines. Alapati shares, “With a focus on personalised and seamless experiences, we promote offbeat religious tourism, including destinations like Sri Kamakhya Devi Yatra in Assam and Ujjain in Madhya Pradesh.”

By utilising a gamut of global marketing strategies—digital campaigns, social media outreach, partnerships with international trade, participation in major travel fairs, influencer collaborations, and targeted on-ground promotions, our seasoned trade pundits have solidified their leadership in spiritual tourism in domestic and international markets. This well-thought-out, multifaceted approach is poised to elevate India’s spiritual tourism to greater heights as the world pays tribute to India’s sacred wisdom and spiritual heritage.