religious tourism is an example of

Religious tourism- what is it and how does it work?

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Religious tourism makes up a big part of the tourism industry worldwide. Learn more about religious tourism, what it is and how it works in this article….

What is religious tourism?

Why is religious tourism important, missionaries, religious sightseeing, religious tourism in india, religious tourism in the philippines, religious tourism in italy, religious tourism in israel, religious tourism in turkey, religious tourism in poland, religious tourism- further reading.

Religious tourism is a branch of tourism which involves people travelling for religious purposes (like a pilgrimage ) or to see things of religious importance (sightseeing). It is also known as faith tourism. It also incorporates missionaries. Religious tourism isn’t just for religious people, of course. Many people who engage in religious tourism are actually of no religion themselves!

Religious tourism is an important branch of tourism for many reasons. It allows people to connect to their religion in a way they might otherwise not be able to – for example, a Muslim person living in a predominantly Christian country or area may have little opportunity to visit a mosque. They may also not have the chance to meet other Muslims very often. By visiting a place where Islam is the prominent religion, they might be able to build a better connection with their religion.

It also provides a way for humanity to preserve our common heritage. All religions are practised in different places across the globe, as humanity has spread through the centuries. By visiting religious monuments and locations, we are able to learn more about the histories behind different religions, making religious tourism a great form of educational tourism too.

Religious tourism also helps to provide funding for the upkeep and preservation of religious sites. Entry fees to places like the Vatican are useful when it comes to repairs and paying for the staff who maintain the physical aspect of the Catholic Church. As well as this, as more people visit certain areas, governments are forced to ensure that roads, water supplies and infrastructure are taken care of.

Religious tourism activities

There are various activities which can come under the arm of religious tourism. One major one is a pilgrimage. I have an in-depth article about this, which you can read here . A pilgrimage is an often lengthy trip to a place of particular significance to your religion. An example of this is Muslims visiting Mecca, or Catholics heading to Lourdes. You can find some other religious tourism activities below…

A missionary is a person sent on a mission by their religion. They are sent to an area in order to promote this religion, and also provide services that this area may need. The most famous missionaries are members of the evangelical church, a branch of Christianity. The term comes from the Bible, when Jesus himself used it to refer to sending his disciples to preach the gospel in his name. However, the term’ missionary’ can be used in relation to any religion.

The most popular form of religious tourism is sightseeing. This is something which many people do, regardless of their particular religion. Every year, over 5 million people visit the Vatican – and they are not all Catholics heading there to pray or connect to the religion. They are also people who are interested in art and architecture, or history buffs, or people who want to tick ‘visiting the world’s smallest country’ off their bucket list.

The same goes with people visiting other religious sites. They may not necessarily be religious themselves. Many are, of course, and visit these sites for reasons similar to why people go on pilgrimages. They want to connect with other people of the same religion, or visit a place that is important to the religion itself.

There are many places you can go if religious sightseeing is something you enjoy. You’ll find some popular ones below!

Religious tourism destinations

Pretty much every town and city across the globe has a church, mosque, temple, cathedral or synagogue (and so on) – which means religious tourism can take place anywhere. There are some places, however, where it is much more prominent than others.

Religious tourism in India is huge. Spirituality is a massive part of Indian culture , with the main religion being Hinduism. 79.8% of the population identify as Hindu, with 14.2% practising Islam and 2.3% being Christians. Sikhism and Buddhism, while not as popular in India now, were both actually founded here.

With that in mind, there are many places of religious importance to visit in India.

Haridwar and Varanasi are two famous religious places in India, and have been since ancient times. They are two sites with a lot of significance in Hinduism. Haridwar is where the River Ganges exits the Himalayan foothills, and there is a nightly river worshipping ceremony held here. Tiny flickering lamps are floated off the steps of the sacred ghat here. Varanasi is believed to have been the home of Lord Shiva, a prominent figure in Hinduism. Varanasi sees many pilgrims visiting in order to purify themselves by bathing in the River Ganges at sunrise.

There are also hundreds of beautiful churches, temples and mosques across the country which make for wonderful sightseeing.

The Philippines is a predominantly Catholic country. 83% of residents are Roman Catholic, with other branches of Christianity being the next popular religion followed by Islam. There are many Catholic sites you can visit as a religious tourist. These include:

Monasterio de Tarlac, San Jose, Tarlac – with its statue very reminiscent of Christ the Redeemer in Rio
National Shrine of the Divine Mercy, Marilao, Bulacan – with healing flower water in its basement
Tatlong Krus, Paete, Laguna – the site of three tall white crosses with breathtaking views, a popular pilgrimage site
Our Lady of Lourdes Grotto, San Jose Del Monte City, Bulacan – a replica of the grotto at Lourdes, with 14 Stations of the Cross
Manila Cathedral – inside the walled historic city of within the modern city of Manila

When it comes to religious tourism, Italy is one of the best places. You’ll find so many churches, cathedrals, museums and historic religious sites to visit whether you are religious or not. Being the location of the Vatican, which is the heart of the Catholic Church, it comes as no surprise! Statistics show that Italy is home to at least 1,500 shrines, 30,000 churches, and 700 diocesan museums. As well as this, there are a large number of monasteries and convents across the country.

Assisi is one of the most important places in Italy for religious tourism. This is where St Francis (patron saint of Italy) lived! His remains are buried at the basilica here.

Loreto is another important destination. People come here to visit the Basilica della Santa Casa, home to some of the relics of the holy house of Nazareth. Legend says this is the house where Mary would have grown up – and where she would have received the message of Jesus’ birth.

Rome , of course, is where you can go to visit the Vatican. St Peter’s Square is an incredibly important destination for religious tourism, as people flock here to catch a glimpse of – or be blessed by – the Pope.

More than half of tourists visiting Israel are religious tourists. Home of the Holy Land, it is no wonder that so many Christians and Jews come here. Recent statistics show that:

90% of all Christian tourists visited Jerusalem
89% visited Tiberias and the Sea of Galilee
86% visited Nazareth
85% visited the Dead Sea area
83% visited Capernaum
86% of pilgrims visited Bethlehem

Within these regions, there are so many places to see which are of religious importance to Christians and the people of the Jewish faith. These include Via Dolorosa, the Western Wall, Mount of Olives, the Church of the Nativity, the Church of the Annunciation and many more.

There is a lot of religious tourism in Turkey too. Here there are many churches, mosques, mausoleums, crypts and so on. Religious tourists can visit the ‘first church in the world’, which is the Church of Saint Peter. Located near Antakya, it is a cave carved into the mountainside. Saint Nicholas lived in Turkey, too, so there are various locations linked to him – including the alleged site of his burial in Demre.

It’s not just Christianity that is so present in Turkey. There are so many Islamic sites of importance across the country too. Istanbul is home to the only remaining items of clothing of the prophet Muhammad; there are beautiful mosques in every area of the country, and you’ll be able to hear the call to prayer wherever you are.

Poland is another destination which is popular for religious tourism. One very popular site is the Pauline Monastery on Jasna Góra in Częstochowa. This is where tourists can find the blessed icon of the Black Madonna, worshipped globally. Wadowice is the birthplace of Pope John Paul II – and there is a lot of information about him in Krakow too, as the two places are relatively close. Generally, the country has many beautiful churches and monasteries. These make for brilliant sightseeing trips, a major part of religious tourism as stated above.

If you have enjoyed this article, I am sure that you will love these too!

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February 28, 2019

Peter Wiltshier

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Religious Tourism: What is it and why is it so important?

Religious tourism is one of the earliest forms of tourism and is a fast growing market. Here, Peter Wiltshier, Consultant Researcher Community & Tourism Development NZ at Research Consultancy NZ, New Zealand , explains what it is and why it is so important.

View to Jerusalem old city, Israel

What is religious tourism?

Religious tourism has taken place since the dawn of civilisation. Pilgrims travelled to pay homage to the sacred places and their guardians throughout the world. Tourism to sacred sites has merged with pilgrimage in the past 2,000 years. More recently, in the past 200 years wealthy Europeans visited special sites of sacred ritual in both the New World and throughout Europe.

Why is it so important?

Sites of special sacred significance have been visited for millennia. What is now important is that these sites need protection, conservation and interpretation. There are few guardians of these special places of worship and visitation and even fewer sources of funds to maintain and manage sites for visitors and worshippers. We do make a distinction between worshippers and visitors, as the religious sites cater for both in roughly equal amounts at some very special places like Lourdes in France and Fatima in Portugal.

Religious tourism in history

The management of religious tourism presents many challenges that are unique in both breadth and application. Sites of religious significance have existed since biblical times and pilgrimage in the Judeo-Christian context is mentioned in the Old Testament of the Bible, for example, in the story of Elkanah, who travels annually to Shiloh to worship and sacrifice (1 Samuel 1:1-28). It is also present in the New Testament Pentecost story, when Jews from all over the world went to Jerusalem for the Passover (Acts 2: 1-12). Many of these sites still exist and other sites, although not as old, have considerable heritage value. The management of heritage sites present particular problems, one of which relates to the cost of maintenance.

Managing sites of religious tourism

Most religious sites are owned by religious organisations, and this may cause challenges for their management, as they must balance the needs of worshippers with those of their visitors. Mosques are at the centre of Islamic tourism and are visited by both Muslims and non-Muslims alike. Muslims may visit mosques while travelling as a tourist attraction or as a place of worship. Many mosques have a dual role, functioning as both a place of worship and as a community centre. The role of community centre means that the mosque will be open for functions and festivities that are not strictly religious in nature and may include non-Muslims.

Muslim countries, such as those in the Organization of Islamic Cooperation (OIC) welcome tourism, especially religious tourism. But they make a distinction between pilgrimage, the most well know being the Hajj, and other forms of religious tourism. While non-Muslims are welcome at sites such as mosques, they are not welcome at the Hajj. The Hajj is one of the most important forms of pilgrimage today with millions of Muslims travelling to Makkah (Mecca) in Saudi Arabia and, without question, the most important Muslim pilgrimage. It is therefore important to distinguish between Muslim travellers to Muslim sites and non-Muslim visitors to these sites. For example, it is not acceptable for non-Muslims to enter the region of Hejaz where the cities of Mecca and Medina are located. There is some conflict related to ‘ownership’ of these sites, and this is discussed below. Other religions have similar problems in relation to conflicting motivations.

Visitors and worshippers

One of the conflicts that has been noted is between visitors to religious sites and worshippers. While many visitors see worshippers as part of the experience, some worshippers do not like the feeling of being observed. Worshippers do not want to feel that they are part of a ‘show’, but are happy to share their religious space, and are proud of the architecture and history that attracts visitors to the site. Sacredness does not readily cross cultural boundaries. What is viewed as sacred by one group, such as congregants, may be seen as culturally interesting by another visitor group. Given that some visitors may wish to engage in worship, Church authorities may need to determine when a request to participate in a service should be accepted as an expression of genuine interest and/or intention.

Developing sites of special significance requires the dissemination and sharing of both intellectual and practical contributions to meet those needs in a planned and stakeholder-driven approach. Traditional approaches to development emerged half a century ago with a focus on core competencies and the agreed understanding that open and fair competition would raise quality and assure reasonable profit margins. It is important to create awareness of services and products and map those to marketing practices.

Analysis and synthesis through primary research enable cleric and manager to grasp visitors’ and worshippers’ needs and develop audiences for sites. In the book, we present the importance of maintenance and plans for developing sites to accommodate factors in both internal and external environments that acknowledge the requirement to remain competitive.

How can religious tourism sites stay competitive?

The importance of networks, grappling with the wider community and perhaps establishing a wider, even global, reach, is appraised as important. In seeking to tap into resources traditionally not employed in managing religious and pilgrimage sites, we elevate the need for an enterprise culture.

Our book features great practices for supporting tourism to sites of worship and pilgrimage from China and Nepal through to Salt Lake City, Australia and diverse but important sites in England, Hungary, Spain, and Ireland. Emerging practices in festival and event management at these sites are coupled with new interpretation through the use of virtual reality technology. Emerging good practices for emulation come with sites that are now employing funding managers prepared to manage the risks of increased visitation against the pressures to conserve and protect the ancient sites at the centre of the visitor experience.

This post also appears on the University of Derby blog .

Managing Religious Tourism is now available from the CABI Bookshop.

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Religious Tourism: Exploring Experiences of Spirituality, Place Attachment, and Well-Being in Zimbabwe

First Online: 30 September 2023

Cite this chapter

Ngoni C. Shereni 25 ,
Sarudzai Mutana-Simango 26 &
Munyaradzi Tiny Gango 26

Part of the book series: Religion, Spirituality and Health: A Social Scientific Approach ((RELSPHE,volume 7))

92 Accesses

Recent discussions among tourism researchers have focused on travel for religious reasons. Growing evidence suggests that travelers are increasingly seeking true spiritual experiences in the areas they visit. In Southern Africa, religious tourism has contributed to the economic growth of various countries. However, relatively little research has been dedicated to spirituality, well-being, and religious tourism destinations in this region, both generally and more specifically in relation to the COVID-19 pandemic. This chapter explores how the COVID-19 pandemic might contribute positively to the well-being of Zimbabweans who visit religious destinations. An interpretive phenomenological analysis was used to collect and analyze data from participants (n = 17) of various religious backgrounds. Overall, the results suggest that spiritually significant places have an important role in supporting well-being of religious Zimbabweans. However, there appears to be variation in the degree to which individual well-being is shaped by encounters with religious tourist destinations in Zimbabwe. The implications of these findings for the study and practice of tourism in post-COVID-19 Zimbabwe are discussed in the final section.

Author Note

Correspondence concerning this paper may be addressed to Ngoni Shereni: Department of Accounting and Finance Lupane State University Office 312 CBZ building Corner 5 street and 10th Avenue Bulawayo Zimbabwe. Email: [email protected]

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Religious tourism, a catalyst for cultural understanding

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PR No. : PR 16090

Under the title ‘Religious Heritage and Tourism,’ Utrech in the Netherlands hosted a 2-day UNWTO Conference on 5-7 October to underline the potential of this segment to promote the growth of the sector while fostering cultural understanding. The Conference was held in cooperation with the Cultural Heritage Agency of the Netherlands, the Museum Catharijneconvent, the Centre for Religious Art and Culture (Flanders) and the Dutch Future for Religious Heritage Program Future for Religious Heritage.

“We suffer from deficits of different kind, being the lack of tolerance and understanding, a major one. Religious tourism is one of the driving forces to bring people from varied backgrounds together under a common cause: the admiration and protection of heritage of tangible and intangible nature,” said UNWTO Secretary-General, Taleb Rifai, at the inauguration of the event.

The issues of heritage conservation were a major topic of discussion, particularly in those cases where congestion constitutes a key challenge.

The Conference underlined the contribution of religious tourism to economic prosperity and the role of religious tourism as an added value to the offer of cities, villages and regions. In this respect, the event focused on developing methodologies to assess the social and economic impact of religious heritage tourism and strategies to develop these sites as authentic travel destinations.

Other topics discussed included marketing strategies to improve access to information related to religious heritage tourism, the role of religious communities to promote religious heritage, the importance of investing in new technologies and capacity building and the role of historic commemorations in promoting religious tourism.

Additional information:

Website of the Conference

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Tel: (+34) 91 567 81 60 / [email protected]

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Religious Tourism Around the World

What is Religious Tourism?

Popularity of religious tourism.

Gratitude and Confession: When people face a crisis in life, they tend to turn to the divine to get help. If they tide over their crises, they visit the shrine to thank the deity, god, or goddess for their divine intervention. Others may resort to religious tourism as a way to absolve themselves of their sins. They may believe that their problems are due to their sins and will visit a sacred site based on their belief to communicate with the divine and ask for forgiveness.
Spiritual Salvation: In many societies, going on a pilgrimage is seen as a mark of piety. This belief is especially true among Hindus, who visit religious sites to accumulate religious merits while Buddhist go to a sacred place as it is considered the first step in attaining enlightenment. Many seniors embark on religious tourism when they want to make peace with themselves before their leave behind their mortal remains.
Celebrate Religious Events: When people have the financial means, they visit a religious site to celebrate specific religious events. These events are mentioned in sacred tenets and during religious festivities, they are reenacted as a way to commemorate them.
Communicate with Other Believers: Religious visits also give people a chance to meet and socialize with fellow believers. It helps the person reaffirm their religious beliefs in a modern environment.

Popular Places for Religious Tourism

Final Words

Category: Travel Industry

Top 10 Pilgrimage and Religious Destinations of India

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The World’s Most Popular Religious Destinations

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There are areas of the world where churches and temples attract more visitors than a soccer match. These are some of the most popular religious sites around the globe. How many have you visited?

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1. Mecca, Saudi Arabia

Mecca is the holiest city in the religion of Islam. It’s located on the Arabian Peninsula 210 miles to the south of Medina. An average of 13 million people visit Mecca every year, nearly all of them Muslims. Devout Muslims are encouraged to make the journey to Mecca (the Hajj ) at least once in their lives if they are able, but many make the trip every year. The final month of the Islamic calendar is the busiest. Approximately two million Muslims come to celebrate Hajj . Mecca’s holiness derives from the fact that it was the birthplace of the prophet Muhammad and the site of his first revelation about the Quran.

Sadly, non-Muslims are not allowed inside the city of Mecca; failure to observe this rule will lead to fines or deportation. However, non-Muslims are allowed in Medina, another of Islam’s holiest cities.

Bill Perry / Shutterstock

2. The Wailing Wall, Jerusalem, Israel

Israeli police estimate that over 11 million people visited Jerusalem’s Old City and the Wailing Wall (Western Wall) in 2016. That’s quite the increase from the mere three million people who visited in 2003. Followers of the Jewish faith are the most frequent visitors, with some making more than one trip a year. The wall is also a holy site for Muslims, so control of the wall has long been a subject of contention between the two groups.

The Wailing Wall is a place of prayer that has long been sacred to Jewish people. The original wall dates back to the second century B.C., when it was part of the Second Temple of Jerusalem. The temple was destroyed by the Romans in A.D. 70, and the wall is today all that remains. The extant section of the Wailing Wall connects to a larger wall that encircles the Muslim Dome of the Rock. The Wailing Wall that stands today measures 160 feet long and is 60 feet tall.

Mihai-Bogdan Lazar / Shutterstock

3. Senso-Ji Temple And Meiji Shrine, Tokyo, Japan

The Senso-ji Temple sees about 30 million annual visitors; it’s a must-see for any traveler passing through Tokyo. Senso-ji was built in A.D. 628 and is the city’s oldest temple. The five-story pagoda glows with accent lighting in the evening. During the day, street vendors sell food to tourists on the temple’s Nakamise Street. The Senso-ji Temple is a hot spot during New Year celebrations, consistently ranking in the top 10 for temple attendance during the new year.

Not far from the Senso-ji Temple is the Meiji Shrine, located in Shibuya, Tokyo. Construction began in 1915 and was finished in 1916. The shrine is dedicated to the spirit of the Emperor Meiji and his wife, Empress Shoken. It was erected in an iris garden where the emperor and empress often spent time. The original structure was destroyed during World War II, but it has since been restored. The new building stands in a 170-acre forest. The surrounding evergreen glade contains over 365 different species of trees, all of which were donated by people from different parts of Japan.

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4. Vatican City, Italy

Visited by nearly 4.2 million people annually, Vatican City in Italy is a place of pilgrimage for many devout Catholics. The Vatican is an independent city-state located in the middle of Rome. The city’s beauty and history attract tourists and architecture buffs in droves. Vatican City is home to the pope and is considered the spiritual center of the Catholic Church. Saint Peter’s Basilica is a focal point for both worship and sightseeing. It was designed by several well-known architects, including Michelangelo and Bernini. Saint Peter’s is regarded by many as the holiest of Catholic shrines.

Gurgen Bakhshetyan / Shutterstock

5. Notre-Dame Cathedral, Paris, France

Notre-Dame Cathedral is another tourist magnet and site of pilgrimage for Catholics. Located in Paris, Notre-Dame is the most-visited attraction in France and the 13th-most-visited tourist destination in the world. Annual visitors to Notre-Dame are estimated to number 13.7 million. The cathedral is considered one of the finest examples of French Gothic architecture, combining naturalistic sculptures and glowing stained glass with earlier Romanesque architecture.

The Basilica of Our Lady of Guadalupe in Mexico City.

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6. Basilica Of Our Lady Of Guadalupe, Mexico City, Mexico

Approximately 20 million people visit the Basilica of Our Lady of Guadalupe every year. The basilica was constructed on the site where Catholics believe the Virgin Mary appeared to an Aztec peasant named Juan Diego in December of 1531. Juan Diego’s tilma, which bears the miraculous likeness of Our Lady of Guadalupe, has been displayed inside the basilica for centuries.

In 1921, a bomb was planted in a flower vase in the basilica, and much of the building’s interior was damaged; the tilma, however, remained unscathed. The Old Basilica was closed for many years following the incident. It still stands, but it’s now joined by its neighbor, the New Basilica, which can hold up to 50,000 people for Mass.

The Kashi Vishwanath Temple in Varanasi, India.

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7. Kashi Vishwanath Temple, Varanasi, India

The Kashi Vishwanath Temple in India is located on the western bank of the river Ganges. The river itself is thought to have healing powers, and the temple is one of the most famous in the Hindu religion. It is dedicated to the Shaiva philosophy — a metaphysical concept of a supreme being or Brahman. The Kashi Vishwanath temple attracts 22 million visitors a year — 3,000 people each day on average. On busy days, nearly 10,000 pass through its doors. The current structure was built in 1780.

The best part about places of religious pilgrimage is that they tend to feature stunning architecture and a vibrant social scene. Taking in the architecture is just a bonus to soaking in the history of these sites — or the spiritual significance, if you’re religiously inclined.

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Religious Tourism As A Means Of Intercultural Interaction And Overcoming Religious Confrontation

The article provides fundamentally important aspects of religious tourism and its varieties. The classification of religious touts has been made according to different criteria. The attempt to draw a clear separation between the concepts of “religious tourism” and “pilgrimage” has been made. Finally the main religious and cultural resources of the Republic of Tatarstan have been enlisted to prove that taking a religious tour to the place where several confessions live side by side peacefully can put a wonderful example for other multinational territories. It has been shown that such kind of tourism undoubtedly contributes to the social tension relief and development and strengthening of intercultural tolerant interaction between ethnic groups, nationalities and citizens of different countries. Occupying its own niche in the range of tourist offers, religious tourism is inextricably linked with other types of tourism and has much in common with them in organization methods. Therefore, the activity on the organization of religious tourism as an actively developing segment of the modern internal and international tourist market is considered in detail. Examples of routes have been given, characteristics and tendencies of the international market of religious tourism have been analyzed. Keywords: Religious tourism pilgrimage tolerance intercultural cooperation Kazan Tatarstan Republic

Introduction

In the past few decades, such trend as religious (pilgrim) tourism has been intensified in the tourism market. Religious tourism is commonly associated with visiting religious shrines, spiritual cultivation, getting accustomed with the customs, traditions, festivals and rites of different denominations’ representatives. Such kind of tourism undoubtedly contributes to the development and strengthening of intercultural tolerant interaction between ethnic groups, nationalities and citizens of different countries. The Republic of Tatarstan, a subject of the Russian Federation, can serve as an undoubted example of tolerance that has created a strong foundation for the entire life of the multinational people of the republic. According to the recent statistic data, presented at the site of State Committee on Tourism of the Republic of Tatarstan, the republic’s population is 3, 89 million people speaking two state languages: Russian and Tatar.

Tatarstan is one of the most multi-ethnic areas of Russia. Representatives of over 115 ethnic groups live in the republic, including 8 nationalities, the number of which exceeds 10 thousand people: Tatars, Russians, Chuvashes, Udmurts, Mordovians, Maris, Ukrainians and Bashkirs.

People with various historical and cultural traditions live in the republic. The combination of at least three types of cultural interaction (Turkic, Slavic-Russian and Finno-Ugric) defines the uniqueness of this area, identity of cultural and historical values.

The traditional religions of the republic are Islam and Christianity. Tatars and Bashkirs (i.e. nearly half of the population of the republic) confess Islam. The other part of population – Russians, Chuvashes, Maris, Udmurts, Mordovians are Orthodox Christians. Catholicism, Protestantism, Judaism and other confessions are also presented in Tatarstan.

Problem Statement

The technological boom that is being experienced now provides tremendous opportunities for people. But often modern gadgets and mobile devices turn out to be destructive and contribute to the development of the cultural crisis and the "loss of meaning" in the public consciousness. We believe that partially the reasons of what is happening lurk in the atheistic Soviet past. For more than 70 years Soviet society lost a powerful means of spiritual and moral education by rejecting religion.

Therefore, nowadays post-Soviet society is in urgent need of tense emotional state relief and moral rebirth. In the recent past, communist Soviet ideology was considered to be the main influencing factor of educational morality in our country. Currently, religion gains increasing influence on the society’s moral norms. People are gradually returning to their origins, looking for ways to learn the truth. It is not surprising that religious tourism, which is able to soften and regulate social relations, to convey the feeling of peace, tranquility and stability is becoming more and more demanded.

Purpose of the Study

The subject of the research is the organization of religious tourism, taking into account its potential for social regulation, tension relief and establishing intercultural communications and contacts by the example of Tatarstan Republic. The layout of a religious tour can be developed on the basis of the results.

Research Methods

When conducting the research the architectural features were analysed. Religious and cross-cultural peculiarities of historical monuments were considered.

Religious tourism should be defined as trips with educational purposes, a type of educational tourism, as well as activities to organize visits to tourists outside the usual living environment (dwelling), religious and places of interest associated with cultural and natural heritage. Religious tourism brings not only economic benefits to the local population, state structures and private enterprises (not only tourist), religious organizations. The main result is the creation of a climate of mutual understanding between the participants of the trips and the local population to jointly overcome existing problems and tensions in society.

The analysis of the historical development, the state of the international and domestic tourist market and prospects for the development of religious tourism allows us to make the following conclusions:

1. Today many travels can be attributed to travel for religious purposes - religious tourism. Currently, about 90% of objects in the world of tourist interest are related to religion.

2. The ideological component of religious tourism is the alleviation of general social tensions, and not the division of society into hostile sides; the establishment of dialogue and peace between confessions.

3. Religious tourism is one of the areas of work on the spiritual and patriotic education of the population, and especially young people, to familiarize people with the moral values, spiritual and cultural-historical heritage of the Russian people.

5. In the modern world with its numerous problems, it becomes especially obvious that the issues of selection and training of personnel for the organization of religious tourism, taking into account the understanding of the nature of the objects of the show and the ethics of communication between the organizers and representatives of denominations, as well as the development of appropriate methods, form a set of critical tasks require a urgent, serious and informed decision.

6. Religious tourism will help to reduce social tensions, a positive role in the dialogue between cultures, religions and civilizations, if it is based on the close cooperation of tourist, government, religious organizations with the local population of tourist territories.

Acknowledgments

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

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Mendelson*, V., Ziganshina, M., Abutalipova, L., Plastinina, S., & Mudarisov, R. (2019). Religious Tourism As A Means Of Intercultural Interaction And Overcoming Religious Confrontation. In D. Karim-Sultanovich Bataev, S. Aidievich Gapurov, A. Dogievich Osmaev, V. Khumaidovich Akaev, L. Musaevna Idigova, M. Rukmanovich Ovhadov, A. Ruslanovich Salgiriev, & M. Muslamovna Betilmerzaeva (Eds.), Social and Cultural Transformations in the Context of Modern Globalism, vol 76. European Proceedings of Social and Behavioural Sciences (pp. 2230-2239). Future Academy. https://doi.org/10.15405/epsbs.2019.12.04.297

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The growth trajectory of religious tourism in key markets

Emerging Markets | Tourism

– Faith-based travel generates significant tourism revenue in key markets

– MENA countries are developing transport and cultural offerings to improve capacity

– Religious events represent key drivers of arrivals to some regions

– Technology can help improve connectivity and access to faith-based offerings

With many emerging markets diversifying their tourism offerings , faith-based tourism is set to become a key segment for a number of markets worldwide.

An estimated 330m people travel for religious reasons each year, according to the UN Word Tourism Organisation, forming a significant market for countries with attractions of spiritual or sacred value. These trips include pilgrimages as well as sightseeing trips to important historical and religious sites throughout the year. Additionally, a 2017 study reported that some 25% of travellers expressed interest in this form of tourism, whether for spiritual or non-spiritual reasons.

Global revenue from faith-based tourism is projected to total $15.1bn in 2023, according to market analysis firm Future Market Insights, and this figure could reach $41bn by 2033.

In addition to supporting job creation and local economies, religious tourism is helping to spur investment in logistics infrastructure, preservation and wider recreational offerings around the world.

Boosting connectivity

In areas that already experience sizeable inflows of religious tourists, new strategies and infrastructure projects are helping to prevent over-tourism while enabling capacity for growth.

In India, which boasts important sites for a number of faiths, religious tourism flows have reached record highs, with some tour companies registering growth 15% above pre-Covid-19 pandemic levels. Pilgrims include both domestic and foreign tourists, as well as those from the country’s significant diaspora population.

International arrivals to Saudi Arabia are currently driven by individuals participating in the Hajj and Umrah pilgrimages. The Kingdom hosted 17.3m international tourists in 2019. Of that number, an estimated 2.49m Muslims gathered in Makkah for the annual Hajj pilgrimage, marking what is thought to be the largest gathering of humans in history.

While numbers fell during the pandemic, they have since begun to recover, and some 1m people participated in 2022. Saudi Arabia aims to host 30m religious tourists in 2030, part of a wider goal to attract 100m domestic and international tourists annually in line with Saudi Vision 2030.

To improve the visitor experience and mitigate the undesirable effects of over-tourism, construction projects such as the $35bn redevelopment of King Abdulaziz International Airport aim to improve local capacity to accommodate arrivals. Slated for completion in the fourth quarter of 2026, the expansion plans include a dedicated Hajj terminal.

The $16bn Makkah Metro project, meanwhile, will open four new metro lines to connect sites of religious importance in Makkah.

The Kingdom is working to promote the Umrah pilgrimage − which can be performed throughout the year – in an effort to mitigate overcrowding and other key issues. The Saudi Arabia Tourism and Research Centre estimates that foreign Umrah arrivals have tripled since 2005. Starting from mid-2022 visitors who receive a tourist visa through the country’s newly launched e-visa programme are allowed to perform the Umrah.

Other countries in MENA are engaged in the restoration and preservation of sites with historical and spiritual importance to the three Abrahamic religions, which could help boost international tourist arrivals. Egypt’s Ministry of Tourism and Antiquities announced last summer that it would renovate the town of Al Wadi in the Sinai Peninsula, home to the fortified monastery of Deir El Wadi which dates to the 6th century.

These developments come as part of a wider tourism initiative known as the Great Transfiguration Project, which aims to develop sites in the Sinai Peninsula to attract spiritual and recreational tourism to the area. First announced in 2020, plans include further development of the area around St Catherine’s Monastery to improve tourism offerings, as well as the operation of an international airport with flights to Cairo and Athens.

Meanwhile, Jordan’s Ministry of Tourism and Antiquities has begun work on the first phase of a tourism trail from Mt Nebo to the Jordan Valley, which was first announced in 2021. The trail includes sites of spiritual significance for Christians, as well as adventure, cultural and medical offerings.

Regional resilience

Faith-based tourism represents a key driver of regional growth, with religious attractions responsible for a large portion of arrivals in certain markets, especially during pilgrimages and other festivals.

The Indian state of Gujarat, for example, saw tourist inflows reach 44.8m in 2017, with 36% of that number coming for spiritual purposes. India is also home to the Kumbh Mela, an important religious festival in Hinduism that is considered one of the largest religious gatherings globally. In 2019 the festival attracted 200m visitors to Uttar Pradesh State, with some 50m participating during the celebration’s most auspicious day.

Some states in Mexico, a top global performer in tourism, are targeting religious tourism as a strategic growth segment. The state of Jalisco, home to attractions such as the Cathedral Basilica of San Juan de los Lagos, ranks second behind Mexico City in terms of preferred destinations for religious tourists, attracting 11m arrivals each year and some $330m in tourism earnings.

Festivities surrounding patron saint days are key drivers of tourism revenue for hotels, restaurants and other local services. The Zapopan Religious Festival held on October 12, for example, attracts between 1m and 2m tourists to the region each year.

On a national scale, Mexico’s Ministry of Tourism estimates that 40m people a year participate in pilgrimages, generating close to MXN20bn ($1.12bn) in revenue.

In Brazil, another global centre for religious festivals, various states have established itineraries to drive visits to religious sites, such the churches of Ouro Preto in Minas Gerais, classified as a UNESCO World Heritage site. The country hosts more than 200 religious events each year, including the procession of Círio de Nazaré in the city of Belém, Pará State, which was attended by 2.5m people in 2022. In 2019 religious tourism drew an estimated $15bn into Brazil’s economy.

Technological transformation

Mirroring the acceleration of digitalisation during the pandemic, technology is beginning to both support and influence the development of religious tourism.

Backed by TBO.com, a global travel distribution technology platform, Saudi Arabia-based Zamzam.com is an online travel agency platform dedicated to religious travel. The company specialises in Umrah travel services, including a range of offerings such as visas, flights and sightseeing packages.

In September 2022 Saudi Arabia’s Ministry of Hajj and Umrah launched Nusuk, an official digital platform to facilitate the planning of visits to Makkah and Medina for religious purposes, in line with the Vision 2030 Pilgrim Experience Programme.

In early 2023 Saudi national telecom provider stc installed 92 broadcast towers in the Holy Mosque in Makkah, as well as seven communication towers over an area of 1.5m sq metres, part of efforts to boost the digital infrastructure in the city and provide greater connectivity to pilgrims.

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The European market potential for religious tourism

The religious tourism market covers a broad range of tourism products, including pilgrimage trips, visiting sacred sites, church tourism, travel for worship and religious missions. While a large part of European residents are Christian, halal tourism has been growing in the last few years, as well as the demand for spiritual tourism. Important target markets in Europe include Germany, the United Kingdom and France. The COVID-19 pandemic has had a great impact on the religious tourism market.

Contents of this page

Product description
What makes Europe an interesting market for religious tourism?
Which European countries offer most opportunities for religious tourism?
Which trends offer opportunities on the European religious tourism market?

1. Product description

Religious and spiritual tourism refers to travel for religious or spiritual purposes, such as undertaking a pilgrimage and visiting sacred sites. Also known as sacred or faith tourism, it is one of the oldest forms of tourism. Religious tourism is a niche within the segment of cultural tourism , comprising four specialist niches: pilgrimages, visiting sacred sites, church, mosque and temple tourism, and travel for the purpose of mission or worship.

Table 1: Specialist niches of religious tourism

Many tour operators combine various of these specialist niches. For example, Pilgrim Tours offers pilgrimages, naturally, but also trips involving visiting sacred sites and churches.

Travellers who visit religious sites can be divided into two main target groups: believers and non-believers. Both are important target groups, but they require different approaches.

Believers seek spiritual support or reinforce their religious beliefs. Often, they undertake a pilgrimage for religious reasons or for the purpose of worship. Examples of these kinds of trips include the Hajj to Mecca for Muslims, pilgrimages to Jerusalem or the Vatican for Christians, and traveling to Bodh Gaya for Buddhists. Most religious tourists are very motivated to travel, so they are willing to spend more money than the average traveller. This inherent motivation also makes religious tourism less vulnerable to economic lows. Believers like to travel in groups of like-minded people.

Nonbelievers

Non-believers are attracted to sacred sites, churches, mosques, synagogues and other places of worship, not because of their religious value, but for their cultural significance, architectural importance, aesthetic beauty or historic value. Non-believers may be religious, but religion is not their main purpose for traveling. Some non-believers who seek self-improvement by travelling to religious sites require some form of catering geared to offering a spiritual experience with the destination. Collete’s faith tours are an example of putting this idea to work, offering travel to sites and places of religious significance, supplementing the trip with a spiritual angle related to the place.

For most developing country operators, Europe’s non-believers offer a much bigger market than believers because a very large part of European believer travellers already go to the Middle East.

Religious tourism can be considered a high-quality form of tourism, because of the positive payback for the destination’s culture and society. This form of tourism helps to raise awareness of people’s common heritage s, which helps with their preservation, in addition to the financial gains that can eventually be reinvested into conservation of the local culture and religious heritage. Religious tourism is a great source of community empowerment and development as well. The interest of tourists in local values and communities helps in developing a sense of empowerment and pride in the local community, its culture and history. Naturally, religious tourism also contributes to regional economic increase, employment and better quality of life.

Figure 1: Varanasi, a holy city in India that attracts many believers as well as non-believers

Source: TourmyIndia

Be aware of the religion aspects in a specific destinations, and make sure to take into account all aspects of its aspects, especially habits and believes. This includes anything from food to the time of certain events, to the music played, to religious calendars. If not all parts of your product are well established and connected, you may lose customers.
Look into tour operators that organise faith trips to see what their needs are: Globus Faith focuses on Christians, Dham Yatra on Hinduists, and Asia Buddhist on Buddhists.
Regularly organise meetings with your local community to make sure that everything is in order. Support from the local community requires full integration and engagement with tourism.
Cooperate with other religious sites, tourism agencies and cultural routes, in order to create a better product aligned to related business. This also provides opportunities for making a product that can be combined with others. Creating a hiking trail, for example, can connect multiple activities and accommodations, such as the kora around Mount Kailash in Tibet .
Contact European churches or Christian missionary organisations to attract Christian missionaries. These purpose of these travellers is to contribute for the sake of religion, but many will also make use of the trip to see your country. Use the websites Missionfinder and Mission Africa to find some missions in your country.

Religious sites and places of worship are important meeting grounds for different kinds of visitors and hosts. Tourism breaks down cultural and religious barriers and builds bridges between people and communities. This results in better cross-cultural understanding, which improves social cohesion. Tourism businesses should appreciate and understand possible conflicting ideologies, underlying deeper meanings and forms of interaction with religious sites, which may conflict with the socioeconomic and political norms of the parties concerned.

In order to maintain religious tourism sustainable, two criteria must be met:

preservation of the religious sites or monuments
upholding respect to local traditions and religious practices

The main reason for making a trip can be religious, but visiting a religious site or place of worship can also just be part of another trip, or it can provide additional attractions to a specific destination. The level of religious tourism can be anything from small scale, visiting specific places of worship (temples, altars, etc.), to medium scale, such as visiting Mecca, Jerusalem or the Vatican, and even large scale, such as visiting Israel as a whole.

As there are many forms and levels of religious tourism look at what is already available nearby to see if you can add something to it. There doesn’t necessarily have to be a religious site nearby to justify a religious tourist attraction. Look, for example, for any artefacts or other historical facts that relate to the place and focus on that. An example of this in England is called ’ champing ’, which means camping in churches. Remember, however, that different religions have different values, rules and standards. It is therefore necessary to acknowledge and respect those differences, as well as give everyone the freedom to think and express what they want.
In order to compete effectively in the religious tourism market, use faith in your product name and other branding, making it easily recognisable with signs and marks. Branding helps to enhance connection with the place, create desired perceptions and generally attract people to the place.
Remember that different tourists require different information and see different things based on their motivations. Try to customise your tour or information guide according to your customers by making it diverse or by having multiple versions.
Be creative about possible streams of revenue. Among the many goods and services related to religious or spiritual tourism, consider souvenir items, religious books, outlets for halal or kosher food, faith-based music, spiritual or faith-based centres in local communities.

2. What makes Europe an interesting market for religious tourism?

The global market for religious tourism is one of the biggest tourism segments. In 2018, an estimated one-third of 1.4 billion international tourist arrivals travelled for religious purposes. This means that approximately 450 million international trips were made for religious purposes. The popularity of faith-based tourism cannot be understated, as even 25% of travellers are interested in this kind of tourism.

For many countries, religious tourism around its historical and religious heritage is a significant part of their total tourism market. Saudi Arabia, for example, received 13 million religious tourists in 2019, and is expected to more than double this number to 30 million visitors by 2030. In the state of Gujarat, in India, almost 36% of all of tourist visits are spiritual tourists . The religious tourism market in Brazil is one the largest tourism segments in the country, estimated at €14 billion generated by 20 million trips.

The COVID-19 pandemic is expected to affect every tourism segment. All markets are expected to decline, since virtually all attractions and accommodations had to be closed at least temporarily. The European overall outbound tourism market is expected to shrink by 39% in 2020, then return to the same level of 2019 in 2021. Of course, these estimates heavily depend on the duration and impact of the pandemic.

In one example of how the pandemic is affecting religious tourism, in the southern governorates of Iraq, this segment is reported as the second-largest source of income after oil. Normally, religious tourism generates billions of dollars and creates thousands jobs in Iraq every year, but in the city of Najaf, which used to host approximately 5,000 visitors a day, 300 out of 350 hotels are closed. The impact of the COVID-19 crisis is already noticeable in Mexico as well, where millions of religious travellers are normally expected, but most religious sites have been sitting empty this year.

Read our study on how to respond to COVID-19 in the tourism sector to learn what you should do if your company is affected by the pandemic.
Focus on tour operators instead of targeting free independent travellers directly. Due to the COVID-19 pandemic, European tourists will be far more interested in buying from tour operators in the coming years, because they provide a feeling of security.
In order to keep religious sites accessible, create a virtual visit of your destination. The Vatican , churches, mosques and other religious sites and places of worship already See other examples of virtual tours on the Rome Reports website.
Improve online visibility by using social media, interactive website and blogs. We also recommend investing in trying to improve your Google ranking, following tips from the website of Neil Patel or Google’s SEO Starter Guide .
Make sure that sites and routes in your location are easily accessible for people with reduced mobility. Make sure to mention it upfront in case you have any places which might prove difficult for some people to access. The website of the United Nations offers more information and links to resources on how to promote accessibility at your destination.

3. Which European countries offer most opportunities for religious tourism?

Although Christianity is the most prevalent religion in Europe, it is split into different branches and churches, and those also vary among European countries. Table 2 shows demographic data on religion in the most important European source markets for religious tourism: Germany, United Kingdom, France, Italy, Spain, and Netherlands. Most of these source markets offer opportunities for Christian pilgrimage and travel for the purpose of worship, as well as visiting sacred sites and tourism to places of worship for non-believers.

Table 2: Percentage of the population per religious movement

Source: European Union , 2019

The percentage of Christians in the German population is one of the highest in Europe: approximately 60%, which means that Germans are relatively fast drawn to other religious sites when they are on vacation. The number of Muslims in Germany is relatively high, comprising 4% of the country’s population.

With approximately 82 million citizens, Germany has the largest population in the EU. The country also has the largest GDP in the EU, and fourth in the world: €3.3 trillion equivalent to €50 thousand per capita. In addition, Germany also has the largest EU market for outbound travel . Germans spend on average €2,500 on their summer holidays, which is approximately 25% more than the European average. All of this makes Germany a great target market for religious tourists. Due to the COVID-19 pandemic, the German GDP is expected to shrink by 7% in 2020, then grow 5% in 2021.

In 2017, German travellers made 10 million trips to developing countries. According to Europ Assistance, German travellers find discovering new cultures very important , as 37% see exploring new cultures as an interesting aspect of their holiday. Since religious tourism for non-believers and cultural tourism overlap in many ways, destinations in the developing world where local customs have religious origins can benefit from this interest.

Table 3: German travellers long-haul destinations, 2017

Source: Reiseanalyse , 2020

When trying to attract German tourists, you need to offer plenty of information. German tourists tend to read a lot before choosing to visit a place. They are, like most Europeans, direct in their communication, and are well known for their tendency towards organisation and punctuality.

Table 4: Key statistics on the attitude of German travellers towards tourism

Source: EU, 2016

United Kingdom

The potential religious tourism outbound market of the United Kingdom is significant as well. With a population of 66 million and a gross domestic product of €2.3 trillion, the United Kingdom is it the fifth-largest economy in the world and the second in Europe. With a GDP per capita of €44 thousand per year, the British have less to spend than the Germans. Due to the COVID-19 pandemic, the British GDP is expected to shrink by 6.5% in 2020, then grow 4.7% in 2021. The UK officially left the European Union on 1 February 2020 (Brexit), but the country remains in the EU common market, under the same EU rules, during a transition period that goes until 31 December 2020. At this moment, it is still unclear what will happen afterwards, as the EU and the UK negotiate the post-Brexit terms.

Although the British economy is smaller than Germany’s, British travellers have a higher preference for destinations in developing countries than German travellers. British travellers find discovering new cultures very important , as 52% sees exploring new cultures as an interesting aspect of their holiday, which is an important indicator of interest in religious tourism. British travellers spend on average €2,100 on their summer holidays. Turkey (1.6 million trips), Thailand (1.0 million trips) and India (1 million trips) are the most important developing country destinations for British travellers, who tend to speak only English and no other foreign language.

The United Kingdom is one of the main sources of religious tourism in Uttarakhand, India.

Table 5: Key statistics on the attitude of British travellers towards tourism

France is the world’s fifth-largest outbound tourism market , so it naturally offers good opportunities. Israel is a destination particularly in demand among the French, who are second in the number of visitors to Israel. France has almost 31.5 million Christians, who make up 47% of its population, and are therefore are a great target group for religious travel operators. France also has the largest population of Muslims in Europe at 5.72 million, equivalent to 5% of the total French population.

France has the third-largest population in the EU, with approximately 65 million people. It is also the EU’s third-largest economy and the seventh-largest in the world, with a gross domestic product of €2.5 trillion (2019). Due to the COVID-19 pandemic, the French GDP is expected to shrink by 7.2% in 2020, then grow by 4.5% in 2021.

Regardless of the duration, 46% of French travellers favour packages holidays (excluding all-inclusive packages). Most holidays are purchased online in France, via providers such as tour operators and airline companies (33%) or private housing (25%). The French prefer to spend their holidays with friends and relatives (long holidays 27%, short holidays 35%) or in paid accommodation, such as hotel, B&B, cruise or a youth hostel. Friends, colleagues and relatives provide the most important source of information when the French plan for their holidays (57%).

The GDP of Italy is the fourth largest in Europe at almost €2.1 trillion. The COVID-19 pandemic is expected to shrink Italy’s GDP by 9,1% in 2020, but it will then grow again to 4.8% in 2021. Among the 60 million Italians, an overwhelming 85% are Christian . The outbound tourism market of Italy amounts to €30 billion annually. Italian travellers prefer culture over nature and have a relatively high preference for discovering new cultures . According to Europ Assistance, 34% of Italian travellers see it as an interesting activity during holidays, which suggests that Italians are also interested in religious tourism, such as visiting religious sites, churches and other places of worship. Italian travellers do not often plan their trips too far in advance.

Spain itself has some of the most popular religious sites and places, like Santiago de Compostela. Religious tourism is very popular in Spain, but the country also has a great outbound market worth €24 billion. Spain’s population of approximately 47 million makes it a large market to focus on when entering the European market. The country’s GDP per capita is €31 thousand. The COVID-19 pandemic is expected to shrink the Spanish GDP by 8% in 2020, but it will then grow with 4.3% in 2021. Spaniards tend to prefer culture over nature: 56% of the Spanish tourists see discovering new cultures as an important aspect of their holiday, which suggests they may also be interested in religious tourism.

Netherlands

The Netherlands has a population of just 17 million, but it has a relatively large GDP of €870 billion, which results in €50 thousand per capita, the seventh largest in Europe . Dutch workers on payroll receive a mandatory holiday pay of at least 8% of their annual salary , which indicates that Dutch travellers have more disposable income to use for travelling. The COVID-19 pandemic is expected to shrink the Dutch GDP by 7.5% in 2020, then grow by 3% in 2021.

Stay up to date on the effects of the COVID-19 pandemic on the countries you want to target. The CBI study on managing the effect of COVID-19 in tourism offers many good country-specific resources.
Help educate your guests about local customs and cultures, especially the target group of non-believers.

4. Which trends offer opportunities on the European religious tourism market?

Media influence on destinations in southeast asia.

Influenced by mass media, including Hollywood movies, blogs, books, social media, but also by tourism depictions of particular people and places, South East Asia has seen an increase in the number of spiritual tourists. Combined with the positive effects of spiritual practices, these travellers seek activities that involve meditation, yoga, and other spiritual pursuits. They travel to learn about and practice meditation, such as mindfulness, seeking relaxation, self-knowledge and self-growth. Improvements in tourism infrastructure have increased accessibility to religious sites, boosting popularity, but strategic marketing and development of these sites has helped boost visitor numbers.

Media influence example 1: Eat, Pray, Love

In 2010 the popular movie ‘Eat, Pray, Love’ was released. This movie is about a woman searching for what meaning in life. She visits Italy to discover food, India to discover prayer and Bali, to discover love. The movie has stimulated and changed tourism to those destinations , as more tourists travel for the purpose of worship .

Figure 2: A poster of the movie ‘Eat, Pray, Love’

Source: Flickr

Target spiritual tourism travellers offering new and unique activities. These travellers are often more open new experiences and tours than other religious tourists.
Read our study on inner wellness tourism , to find more information about this niche market.
Combine multiple activities into a tour to create a complete spiritual journey. SOTC is an example of a tour operator offering spiritual journeys to India and Bhutan.
Showcase the immersive spiritual experience to strengthen brand value. Branding creates a perception of a desired destination, also helping travellers to keep your location in mind. Word-of-mouth advertising still is the most successful marketing tool .

Search for authenticity

The search for authenticity is a developing trend among travellers searching for more authentic experiences, such as immersing themselves in the spiritual and cultural traditions associated with specific religions and pilgrimage sites. The immersion often includes participation in or in connection with the local community.

An example of this is a visit to the Dani tribe in Indonesia , combined with other religious sites. Although many Dani are Christians nowadays, they still have many rituals and ceremonies dating from their old animist gods. Note that uniqueness is highly appreciated by European travellers, but it also brings risks. For example, a European tour operator offered tours to the Dani tribe, in which visitors could participate in the religious Dani Pig Feast , including cutting open a pig and eating its raw flesh, which may be too far for European tourists.

Halal tourism on the rise

Islam is the fastest growing religious group globally. Muslims are expected to make up to 25% of the world population by 2030, including a growing and thriving middle class, with increasing buying power. It is important for tourism businesses to meet specific religious requirements, such as preparing food under halal rules, adapting meal times during Ramadan, offering prayer facilities, providing separate swimming pools for males and females and offering entertainment catered to Muslims. Halal tourists often travel with their families and stay for about 17 days .

Looking for the unusual

A growing group of people currently seek more unusual holidays, and more diversification on their travels. Travellers are now not just better informed but overinformed through the internet and social media, so this new group of travellers is seeking something different from the regular tourism destinations the know. What they seek is to see and experience something that they and the rest of the world have not done yet.

In the context of religious tourism, which used to involve a lot of sightseeing, like strolling around Jerusalem or visiting religious archaeological sites, unusual experiences have become far more important. One such example, is a trip to Surinam e to meet people from different religious backgrounds who live together.

Talk with tour operators, destination managers and clients to learn which services are appreciated and which are not. Offering the unusual is often a balancing act that can work but it can also backfire. Offer your clients sufficient information in advance, so they know what to expect.
Read our study on community-based tourism to learn more about offering trips to local communities.
Set up experiences that create added value to a product or service, such as including stories, music, food and other aspects associated with the destination. This trip visiting the Maasai in South Sudan is a good example of an experience that includes local religion, culture, music, and dance. To achieve this kind of product, we recommended that site and destination managers engage a broad range of stakeholders in developing, promoting and managing tourism.
Invite bloggers or social media influencers free of charge to your destination to reach a larger public. Search for popular bloggers or influencers to see what sorts of trips and tourism products they use, as well as who are their audiences, so you find someone who is highly likely to relate to your destination.
Keep your own social media channels up to date. Post daily or several days a week on your social media. For more advice, read our study on how to be a successful company online .

This study was carried out on behalf of CBI by Molgo and ETFI .

Please review our market information disclaimer .

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Religious tourism (usually in form of pilgrimages) are journeys undertaken for religious reasons. Main targets in such trips are places connected with the history of religion, religious events of a religious nature and the sacred objects.

1 Types of religious tourism
2 Destination in religious tourism
3 Features of pilgrimages
4 Pilgrimage-tours
5 Examples of Religious tourism
6 Advantages of Religious tourism
7 Limitations of Religious tourism
8 Other approaches related to Religious tourism
9 References

Types of religious tourism

Pilgrimage should be distinguished from religious tourism. Religious tourism is understood as trips undertaken to acquire knowledge about specific religious place or object. Their main purpose is mainly educational. Pilgrimages involve travel to a Holy place mainly for spending time in prayer. Only additionally tourists want to see and learn about the history and architecture of religious culture. If the last motive dominates, then we can talk rather about standard tourism for sightseeing. It is not religious in character. Pilgrimage is the journey in which the main purpose is to meet God, prayer, contemplation, personal thoughts, participation in religious celebrations.

Destination in religious tourism

Typical religious tourism destination are common to both afore mentioned types. Their difference is the motivation to take the trip: strictly religious purpose or religion combined with education and the desire to explore the cultural heritage. In the first case we are dealing with pilgrimage and the second with religious (cultural) tourism.

Features of pilgrimages

The essential features of pilgrimage is seasonality. It is linked to the calendar of religious holidays which is an opportunity to organize mass pilgrimages, strong religious motivation of participants, direction of travel and the program for one goal (holy places). An important element of such a trip is also joint participation in events (example of which can be solemn liturgy), prayer group at destination or wandering after the holy place.

The aim of the pilgrimage is prayer, the fulfillment of certain rituals and belief in supernatural forces operating in sacred places and especially in the miraculous healing. The most famous places of pilgrimage include Lourdes in France, Fatima in Portugal, Mecca in Saudi Arabia.

Religious (cultural) tourism - could be called "religious student travel" because its program has an educational component. Their main goal are places associated with the history of Christianity (or other religion), routes associated with the activities of saints or of great missionaries. An excellent example of such religious trips can be so-called: "Bible travels", e.g. To the Holy Land, Rome and Greece, the pilgrimage route of St. James de Compostela or travel in the footsteps of St. Paul, Martin Luther and John Paul II.

These tours are aimed to explore, include historical lectures and comments on the history of the object or place, participants become familiar with the sources and historical development of the cult.

Pilgrimage-tours

It is worth mentioning Polish phenomenon of "pilgrimage-trips" this term is used by tour organizers, for trips (as standard tourist expeditions) connected with pilgrimages to holy places. The program of such trips is very wide, and can be treated as religious tourism , for it include lot of places with religious importance and visiting and learning about religious destinations.

Examples of Religious tourism

Hajj : The Hajj is an annual Islamic pilgrimage to Mecca, Saudi Arabia, the holiest city for Muslims, and a mandatory religious duty for Muslims that must be carried out at least once in their lifetime by all adult Muslims who are physically and financially capable of undertaking the journey. It is one of the largest annual mass gatherings in the world, with roughly 2 million people attending in 2019. The Hajj includes several rituals such as the wearing of a special white garment, the circumambulation of the Kaaba, the holy shrine located in Mecca, and the symbolic stoning of the devil.
Christian Pilgrimage : Pilgrimages to Christian holy sites are a popular form of religious tourism. Popular pilgrimage sites include the Holy Land (Israel, Palestine, and Jordan), Rome, and Santiago de Compostela in Spain. Pilgrims often visit sites traditionally associated with Jesus, such as the Church of the Holy Sepulchre in Jerusalem, the Basilica of the Nativity in Bethlehem, and the Church of the Holy Sepulchre in Rome. Other popular sites include the Catacombs of Rome, where early Christians were buried, and the Shrine of Our Lady of Fatima in Portugal, which is said to be the site of a Marian apparition.
Hindu Pilgrimages : Hindus undertake pilgrimages to places associated with important Hindu deities and spiritual teachers. These include Kedarnath in the Himalayas, where Hindus believe Shiva resides, Varanasi on the banks of the Ganges, where Hindus bathe in the river to cleanse themselves of sins, and Tirupati in Southern India, home to the famous Tirupati Balaji temple. Hindus also visit the temples of the five Pandava brothers in the Mahabharata epic and the temples of the ten avatars of Vishnu.

Advantages of Religious tourism

Religious tourism offers many advantages including:

A chance to learn about and explore different cultures and religions. By visiting religious sites, tourists can gain a better understanding of different beliefs and customs, as well as how they interact with each other.
An opportunity to connect with fellow believers. Religious sites are often places to meet like-minded people from around the world, and to share spiritual and cultural experiences.
A way to promote peace and understanding. By visiting different religions, tourists can gain a better appreciation of different perspectives and beliefs, and can potentially help to bridge cultural divides.
An opportunity to experience a deeper connection to faith. By visiting religious sites, tourists can gain a greater understanding of their own faith, and can potentially deepen their spiritual connection.
An opportunity to experience spiritual growth. By visiting religious sites, tourists can gain a greater appreciation for the power of faith and spirituality, and can potentially find comfort and solace in their journey.

Limitations of Religious tourism

Religious tourism has several limitations. These include:

Safety : Religious tourism can be dangerous in some areas due to the political and religious tension in the region. Tourists should be aware of their surroundings and the potential risks.
Cost : Religious tourism can be costly in some areas, as many of the sites associated with the religion are not easily accessible.
Language : Many religious sites are located in areas where the language is different from that of the tourist's home country. This can lead to communication issues and misunderstandings.
Cultural differences : Religious tourism can bring tourists into contact with unfamiliar cultures and customs, which can be a challenge for some.
Accommodation : Accommodation can be difficult to find in some areas and may not meet the standards of the tourist.
Health : Poor health and hygiene can be a problem in some areas and can lead to illness.

Other approaches related to Religious tourism

Religious tourism can take many different forms, and can be approached from a variety of angles. These include:

Exploring the roots of one's faith : Many religious tourists undertake pilgrimages to visit the original sites associated with the history of their religion. This could involve visiting the birthplace of a prophet or a saint, or the site of a significant religious event.
Participating in religious events : Religious festivals and other activities are held throughout the world, providing a unique opportunity for tourists to see and experience the local culture and faith.
Interfaith exploration : Religious tourism can also provide a platform for tourists to learn about and explore other faiths, which can be a valuable experience.

In summary, religious tourism takes many different forms, from exploring the roots of one's faith to participating in religious events and exploring other faiths. Each form of religious tourism offers a unique opportunity to learn and experience the local culture and faith.

Richards, G., & Fernandes, C. (2007). Religious tourism in northern Portugal . Cultural tourism : global and local perspectives, Haworth Press, Binghampton, 215-238.
Rinschede, G. (1992). Forms of religious tourism . Annals of Tourism Research, 19(1), 51-67.
Olsen, D. H., & Timothy, D. J. (2006). Tourism and religious journeys . Tourism, religion and spiritual journeys.
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The current paper aims to analyse the evolution of religious tourism and how the existing concepts, paradigms, and practices related to religious tourism have evolved and changed over time. The ...
How Religious Destinations Innovate Tourism Models in Religious ...
In response to the development of religious personalization, the old marketing strategies of most religious destinations have been unable to effectively promote their popularity in modern times. This article deeply explored how to use contemporary art to design religious destinations comprehensively and proposed an effective solution to enhance the popularity of religious destinations in ...
What is Religious Tourism?
It helps the person reaffirm their religious beliefs in a modern environment. Popular Places for Religious Tourism While there are numerous religious tourism destinations, there are few that always stand out. A good example is Lumbini in Nepal. It is the birthplace of Lord Buddha and hence, a major pilgrimage site for Buddhist.
The World's Most Popular Religious Destinations
Sony Herdiana / Shutterstock. 1. Mecca, Saudi Arabia. Mecca is the holiest city in the religion of Islam. It's located on the Arabian Peninsula 210 miles to the south of Medina. An average of 13 million people visit Mecca every year, nearly all of them Muslims.
Religious Tourism As A Means Of Intercultural Interaction And
The article provides fundamentally important aspects of religious tourism and its varieties. The classification of religious touts has been made according to different criteria. ... For example during the cognitive religious tour, hotel accommodation with a wide choiсe of entertainment facilities and modest meals in a restaurant or cafe on ...
Balancing Tourism and Religious Experience: Understanding Devotees
In essence, religious tourism is a good example of pro-poor tourism because it can generate good tourism income, develop the local economy, and bring about other possible benefits such as employment and local access to outside goods and services. However, the excitement of making profit from religious tourism should not be allowed to overshadow ...
The growth trajectory of religious tourism in key markets
Faith-based tourism represents a key driver of regional growth, with religious attractions responsible for a large portion of arrivals in certain markets, especially during pilgrimages and other festivals. The Indian state of Gujarat, for example, saw tourist inflows reach 44.8m in 2017, with 36% of that number coming for spiritual purposes.
The European market potential for religious tourism
The religious tourism market covers a broad range of tourism products, including pilgrimage trips, visiting sacred sites, church tourism, travel for worship and religious missions. While a large part of European residents are Christian, halal tourism has been growing in the last few years, as well as the demand for spiritual tourism. Important target markets in Europe include Germany, the ...
(PDF) A Study of Mazuism Religious Tourism in Taiwan: An Example of
Religious tourism is considered to be the oldest form of tourism (Rinschede,1992; Vukonic, 1992), and because people fear the power of nature, many differen t
Religious tourism
Examples of Religious tourism. Hajj: The Hajj is an annual Islamic pilgrimage to Mecca, Saudi Arabia, the holiest city for Muslims, and a mandatory religious duty for Muslims that must be carried out at least once in their lifetime by all adult Muslims who are physically and financially capable of undertaking the journey. It is one of the ...

Religious tourism- what is it and how does it work?

What is religious tourism?

Religious tourism activities

Religious tourism destinations

Religious Tourism: What is it and why is it so important?

What is religious tourism?

Why is it so important?

Religious tourism in history

Managing sites of religious tourism

Visitors and worshippers

How can religious tourism sites stay competitive?

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Religious Tourism: Exploring Experiences of Spirituality, Place Attachment, and Well-Being in Zimbabwe

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Religious Tourism Around the World

What is Religious Tourism?

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The World’s Most Popular Religious Destinations

1. Mecca, Saudi Arabia

2. The Wailing Wall, Jerusalem, Israel

3. Senso-Ji Temple And Meiji Shrine, Tokyo, Japan

4. Vatican City, Italy

5. Notre-Dame Cathedral, Paris, France

6. Basilica Of Our Lady Of Guadalupe, Mexico City, Mexico

7. Kashi Vishwanath Temple, Varanasi, India

Religious Tourism As A Means Of Intercultural Interaction And Overcoming Religious Confrontation

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The growth trajectory of religious tourism in key markets

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The European market potential for religious tourism

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1. Product description

Nonbelievers

2. What makes Europe an interesting market for religious tourism?

3. Which European countries offer most opportunities for religious tourism?

United Kingdom

Netherlands

4. Which trends offer opportunities on the European religious tourism market?

Search for authenticity

Halal tourism on the rise

Looking for the unusual

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Types of religious tourism

Destination in religious tourism

Features of pilgrimages

Pilgrimage-tours

Examples of Religious tourism