As Maha Kumbh weaves new narrative in spiritual tourism, hotels are flocking to holy cities to strengthen their brands and boost revenue.
Lipla Negi
As millions of devotees and spiritual seekers from around the world took a holy dip in the Triveni Sangam—the sacred confluence of the Ganga, Yamuna, and Saraswati rivers, in Prayagraj, Uttar Pradesh, the dynamics and economics of spiritual tourism in India experienced nothing short of a ‘rebirth’. From celebrities to devoted pilgrims, the Maha Kumbh has redefined the future of spiritual tourism in India, setting it on an upward trajectory. It has highlighted India’s often-overlooked strength in spiritual tourism, transforming it into a sustainable and ever-growing revenue stream. “Events like the Maha Kumbh Mela have led to a 21.4 per cent rise in spiritual tourism visa applications to India, indicating a growing interest among both domestic and international travellers,” said Arjun Baljee, President, Royal Orchid Hotels.s
Recognising the burgeoning demand, both international and domestic hotel chains are increasingly focusing on spiritual destinations. Mandeep S Lamba, President and CEO (South Asia), HVS ANAROCK, explained, “As of early 2024, there were approximately 5,700 branded hotel keys across major religious destinations, with an additional 4,700 keys expected to be added over the next four to five years. Notably, in the calendar year 2024 alone, of the over 45,000 branded keys signed, nearly 18 per cent were in religious destinations, taking the total pipeline for these locations to a significantly higher number.” Spiritual tourism in India is expected to grow at 16 per cent CAGR between FY2024 and FY2030. According to Lamba, this surge is driven by travellers seeking authentic and immersive experiences, coupled with enhanced connectivity and infrastructure developments.
A leap of faith
While the spiritual heritage of India has always been a significant contributor towards tourism, in recent times, an increase in interest in emerging spiritual circuits has been observed. “Post-pandemic, there has been a surge in travellers prioritising introspection and reconnection with culture, making India a favoured destination. Key steps to further enhance this segment include improving infrastructure at spiritual sites, enhancing accessibility through better transportation networks, and creating globally competitive promotional campaigns,” highlighted Rahul Gupta, Project Head, Eyak Venture.
As yoga, meditation, and wellness continue to gain global traction, India’s offerings resonate strongly with travellers seeking a holistic and immersive journey. The hospitality sector is crucial in realising this potential by providing world-class accommodations that blend modern comforts with local traditions. “Developing immersive experiences like meditation retreats, spiritual tours, and wellness packages can significantly enhance visitor satisfaction. Embracing eco-friendly practices while engaging local communities in these efforts will preserve the authenticity of spiritual tourism and contribute to its socio-economic impact,” suggested Gupta.
To capitalise on this opportunity, the hospitality sector must go beyond conventional stays and curate immersive experiences that reflect India’s spiritual essence. These could include yoga and meditation retreats, Ayurvedic wellness programmes, and guided spiritual journeys too. “Integrating wellness and personalised immersive experiences can enhance the appeal with cultural authenticity and technology at the core,” asserted Samir MC, Managing Director, Fortune Hotels, adding, “Collaborations with religious institutions and tourism boards, along with enhanced connectivity and infrastructure, will drive accessibility and seasonal footfall.
Expanding spiritual horizons
While timeless pilgrimage sites like Tirupati, Haridwar, Amritsar, Vaishno Devi, Varanasi, and Shirdi continue to draw devotees, comparatively lesser frequented and emerging circuits such as Ayodhya, Dwaraka, Vrindavan, Nashik, and Bodhgaya, that offer a blend of heritage, wellness, and immersive experiences are also the sought-after places today. “A lot of it is owing to the government’s push for development of such pilgrimage places,” added Samir, “We have already inked operating agreements to open hotels in many new as well as prevalent destinations like Ayodhya, Rishikesh, Shirdi, Deoghar, among others. Besides these, we are in discussions to close hotel deals in other key locations and temple towns in Maharashtra, Gujarat, Bihar, Andhra Pradesh, and Tamil Nadu.”
In addition, hotel brands are also setting their sights on the ‘wedding segment,’ as more couples picking religious destinations to tie the knot. “Our expansion strategy includes upcoming properties in Tirupati and Khatu Shyamji, among others, that are designed to meet the needs of spiritual travellers along with the rise in weddings events in these spiritual locations. We are obviously looking out for suitable opportunities. The Regenta Evolife Tented Camp was a first for us at Pragyaraj, which has seen some incredible feedback from guests,” shared Baljee.
Beyond conventional offerings
Maha Kumbh also highlighted the growing demand for luxury experiences at spiritual destinations. Historically, devotees sought basic facilities, but today, luxury travellers demand premium accommodations that match international standards. Gupta explained, “They seek a blend of comfort, privacy, and curated spiritual experiences, reflecting the growing experiential travel trend. Eyak Ventures has responded to this shift by offering luxury tents with en-suite bathrooms, air conditioning, fine dining, and personalised services. These offerings especially appeal to inbound travellers who value high-quality hospitality while exploring India’s spiritual heritage. The average cost of these tents ranges between ₹10,000 to ₹35,000 per night, depending on the amenities and services provided.” Hotels are also offering curated services like meditation zones, healthy cuisine options, guided temple visits, and concierge service and assistance for pilgrimage planning.
Challenges and opportunities
While India’s deep-rooted spiritual heritage and evolving hospitality landscape present immense opportunities, there are some challenges that need to be addressed such as maintaining the environmental sanctity of the spiritual site, proper visit arrangements to avoid overcrowding, and maintaining cleanliness and service quality. “Limited transport options, inadequate infrastructure, lack of sustainable growth, and above all paucity of quality and safe accommodation options still pose a problem in some regions, which as India works its way through it, we will see progress,” stated Samir. However, Maha Kumbh is setting new benchmarks, boosting India to solidify its status as a leading global hub for spiritual tourism.
India’s spiritual tourism is expected to grow at 16 per cent CAGR between FY2024 and FY2030
Inbound travellers value high-quality hospitality while exploring India’s spiritual heritage
