Religious tourism is a significant contributor to India’s tourism economy. One in four Indians (25 per cent) traveling to religious destinations in the reflective of the country’s deep cultural and spiritual roots and the growing desire of Indians to travel, a report by Kantar stated.

Infact, Haridwar emerged as the most visited religious destination in India, followed by Shirdi, Tirupati, Ayodhya and Ajmer Sharif. 

“Across the country, North Indians most frequently visit Haridwar (54 per cent), while South Indians predominantly favour Tirupati (82 per cent), followed by Shirdi (59 per cent). These preferences are largely influenced by the proximity of these destinations and a longstanding tradition of family travel to these pilgrimage sites,” the report noted. 

Most religious tourists fall within the 25-44 age band, with those aged 25-34 visiting Haridwar the most, while the 35-44 age group preferring Ayodhya over other destinations. 

Puneet Avasthi, Director, Specialist Businesses, Insights Division- South Asia, Kantar, said “As per Kantar’s TGI Report, religious tourism is a significant contributor to India’s tourism economy. These pilgrimage centres and congregations present unique opportunities for brands to connect with audiences in deeply meaningful ways. By understanding the intersection of faith, culture, and commerce, brands can create authentic, impactful strategies that resonate with this diverse and growing audience”.

A significant majority of visitors to Haridwar (61 per cent) and Ayodhya (69 per cent) were male, highlighting a notable gender skew among travellers to these destinations. “This points to the need to make these destinations more inclusive and appealing to women tourists,” it added . 

The report also found that religious tourism is predominantly skewed towards the affluent, as represented by NCCS A socio-economic class.

Published on January 13, 2025