India’s travel landscape is being transformed by a powerful force—spiritual tourism. More than just a pilgrimage, religious travel today is increasingly seen as a form of personal exploration, cultural connection, and even digital storytelling. With support from government initiatives, technology innovation, and social media influence, this sector is experiencing one of the most significant booms in modern Indian tourism.
According to the India Brand Equity Foundation (IBEF), India’s spiritual tourism market is projected to reach a value of $59 billion by 2028 and employ over 100 million people by 2030. In 2024 alone, iconic cities like Ayodhya, Varanasi, and Prayagraj reported triple-digit growth in visitors, many of them under 30 years of age.
So, what’s fuelling this unprecedented surge?
Rediscovering Roots Through Modern Lenses
Young travellers like 24-year-old Kaustubh Kambiri are combining spiritual journeys with cultural immersion. His Mahakumbh trip turned into a multi-city exploration, visiting Prayagraj, Lucknow, Varanasi, and Ayodhya. For many, this is about more than salvation—it’s about connection, identity, and understanding India’s vast heritage.
Government Push and Infrastructure Development
Schemes like PRASAD (Pilgrimage Rejuvenation and Spiritual Augmentation Drive) have pumped in over ₹16 billion for developing 46 spiritual sites. Cities such as Varanasi and Ujjain have been revitalized, and overhead cable cars, digital kiosks, and even AI chatbots (like Nandi at the Kashi Vishwanath Temple) are enhancing pilgrim experiences.
Spiritual Sites Turned Global Destinations
Here are just a few of India’s most visited and emerging spiritual hubs:
- Varanasi (Uttar Pradesh): Sacred to Hindus, home to the Dashashwamedh Ghat and Kashi Vishwanath Temple.
- Ayodhya (Uttar Pradesh): Birthplace of Lord Ram and now site of the Ram Temple.
- Prayagraj (Uttar Pradesh): Confluence of Ganga, Yamuna, and Saraswati rivers; hosts Mahakumbh every 12 years.
- Bodh Gaya (Bihar): Where Lord Buddha attained enlightenment.
- Amritsar (Punjab): The Golden Temple welcomes over 100,000 visitors daily.
- Shirdi (Maharashtra): Shrine of Sai Baba, attracting millions annually.
- Tirupati (Andhra Pradesh): The Tirumala temple is one of the wealthiest and most-visited in the world.
- Ajmer (Rajasthan): The revered Dargah Sharif attracts thousands of Muslim pilgrims each day.
Tech Meets Tradition
Travel platforms like MakeMyTrip and Ixigo have created tools for seamless bookings, curated itineraries, and AI trip planners focused on religious travel. Some sites now offer VR tours, live-streamed aartis, and customized lodging with features like vegetarian kitchens and proximity filters for temples.
Social Media and the Influence Economy
Instagram, YouTube, and X (formerly Twitter) are changing how people experience and share religious travel. Reels of sunrise boat rides in Varanasi, short films of Ganga Aarti, and influencer visits to the Ram Temple have made faith feel not just accessible, but aspirational.
Premium Pilgrimage: A New Demand
Luxury hotels, private darshan experiences, and helicopter rides to remote shrines are becoming increasingly common. Indian Hotels Company (IHCL) has already developed or signed 66 hotels near spiritual hubs, including Taj-branded properties in Ayodhya and Varanasi. For Thomas Cook and MakeMyTrip, pilgrimage travel is now a year-round, high-margin segment.
Inbound Growth from Southeast Asia
India is also expanding its global spiritual footprint. With international flights to Bodh Gaya from Thailand, Vietnam, and Bhutan, Buddhist heritage tourism is on the rise. The Lumbini-Kushinagar Buddhist circuit is attracting close to a million visitors annually, many from countries where Buddha is revered.
Looking Ahead: Pilgrimage as a Path to Presence
The growth of spiritual tourism isn’t just about statistics or economic projections. It’s about a shifting mindset. Today’s pilgrim could be a retired couple, a tech entrepreneur, or a college student seeking both peace and perspective. As cultural consciousness and personal discovery converge, temples are no longer just religious sites—they are becoming spaces of reflection, connection, and storytelling.
India’s faith-based tourism boom reveals a deeper truth: for a nation rooted in spiritual traditions, the next chapter in travel is equally about seeing places and paying one’s respect to the almighty. But equally, it is about rediscovering meaning.
And that, in a world often defined by speed, might be exactly what people are searching for.
