Have you ever wondered what’s drawing crowds in India, way more than the sun-kissed beaches down south and west or the serene mountains up north? Well, it’s the timeless allure of temple tourism. Yeah, you heard that right. The divine call from cities like Varanasi is not just a whisper but a loud cheer, leading the charge with an incredible footfall that’s leaving even the most popular tourist spots in the shade.
Varanasi, in 2022, welcomed a staggering 7.2 crore visitors. Goa, with all its beauty, trailed with 85 lakh. And it’s not just Varanasi. Temple towns like Ayodhya, Mathura, and Ujjain are buzzing with life, echoing stories of faith that resonate with millions.
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What’s the buzz about, you ask? It’s the spirit of spiritual tourism that’s catching fire across India. More than half of our tourism thrives on this sacred journey, contributing a whopping Rs 1.3 lakh crore to the economy last year. And guess what? This isn’t a sudden spike.
The trend has been on an upward trajectory, with SOTC pioneering over 40 curated itineraries for spiritual buffs back in 2017. The boom in pilgrimage tourism is a goldmine for the hospitality sector. With the pandemic in the rearview mirror, there’s a rush to build swanky hotels and premium facilities around these spiritual hotspots.
From the plush corridors of Hyatt to the cozy rooms of OYO, everyone wants a piece of this divine pie. The anticipated growth in Ayodhya alone is a testament to this, with major players like Taj and Radisson setting up shop to welcome the surge of devotees.
But here’s a twist. It’s not just the older generation flocking to these sacred sites. The millennials, in search of peace and a deeper connection, are leading the pack. This shift is redefining the pilgrimage landscape, with luxury stays and spiritual retreats becoming the norm.
Behind this spiritual renaissance is a solid push from the government, investing heavily in infrastructure to make these journeys more accessible and fulfilling. From the revamped Kashi Vishwanath Dham to the majestic plans for Ayodhya, the transformation is not just physical but deeply spiritual, touching the hearts of millions.
So, what’s drawing everyone to these sacred spaces? It’s the quest for peace, a sense of belonging, and a deep-rooted pride in our cultural and spiritual heritage. As India paves the way for a more connected and spiritually enriched tourism experience, it’s clear that the journey within is what resonates most with people, young and old.
The narrative of temple tourism in India is a beautiful blend of faith, culture, and economic growth, proving once again that our country’s soul lies in its diversity and spiritual depth. And as we continue on this path, the impact on local communities and the economy is a story that’s just beginning to unfold.
This article is authored by Giresh Vasudev Kulkarni, Founder, Temple Connect & ICTX. All views are personal.