Pilgrimage tourism in India witnessed a remarkable upswing in financial year 2024-25, growing by 19% year-on-year. According to MakeMyTrip’s “Pilgrimage Travel Trends 2024-25” report, accommodation bookings across 56 spiritual destinations surged, signalling that travel driven by faith and spirituality is becoming an increasingly strong force in India’s tourism industry.
Key Trends Driving the Surge
- Wider Destination Growth: Traditional pilgrimage hubs like Varanasi, Ayodhya, Prayagraj, Puri, Amritsar, and Tirupati saw strong demand. But newer destinations such as Khatushyam Ji (Rajasthan), Omkareshwar (Madhya Pradesh), and Thiruchendur (Tamil Nadu) also posted substantial growth, broadening the spiritual travel map
- Short-Stay & Spontaneous Travel: More than half of pilgrims opted for single-night stays. Travel tends to be purpose-driven rather than leisurely. Also, about 63% of bookings were made within a week of the trip.
- Premiumisation: While budget stays still dominate, there is a notable rise in demand for higher-end accommodations. Bookings for rooms priced between ₹7,000-₹10,000 increased by ~24%, and those above ₹10,000 saw ~23% rise. Homestays, apartments, and premium hotel room supply have also expanded.
- Group Travel & Hybrid Packages: Group trips are more common in pilgrimage tourism than leisure travel. Also, many travellers are combining spiritual journeys with leisure experiences, reflecting evolving expectations of pilgrimage as not just devotion but overall experience.
Impacts & Implications
- Hospitality Sector Opportunity: The demand surge is pushing hotels, homestays, serviced apartments to increase capacity in pilgrimage destinations. Premium segment properties are launching more frequently to meet rising expectations.
- Tourism Infrastructure Needs: With increased footfall and demand for comfort, there is greater pressure on amenities, connectivity, and visitor services in pilgrimage towns.
- Economic Boost: Rise in bookings, especially for premium stays, contributes more to local economies, drives job creation (in hospitality, transport, guiding), and encourages investment in lesser-known destinations.
- Changing Traveller Behaviour: Pilgrims are less likely to plan far ahead and more likely to make quick travel decisions. Travel platforms may need to adjust offers, pricing, cancellation policies to cater to spontaneous bookings.
Leading Destinations & Emerging Ones
- Top performers: Varanasi, Ayodhya, Prayagraj, Puri, Amritsar, Tirupati remain key favourites. The Financial Express
- Rising stars: Khatushyam Ji, Omkareshwar, Thiruchendur are increasingly popular. These places are seeing double-digit growth in pilgrim accommodation bookings.
Challenges Ahead
- Ensuring quality & safety in accommodations, especially in emerging destinations.
- Managing infrastructure (roads, sanitation, access, last-mile connectivity) in pilgrimage areas that historically had lower tourism investment.
- Balancing preservation of cultural/religious integrity with commercialisation & premium offerings.
- Handling peak-season crowding, environmental impact, and visitor management.
Conclusion
The 19% growth in pilgrimage tourism during FY24-25 marks a significant moment for India’s travel landscape. What was once a stable, traditional segment is now becoming dynamic—spontaneous, premium, and expanding beyond the usual hotspots. For hospitality providers, governments and travel platforms, the opportunity is vast. For pilgrims, the journey is evolving—but the essence, the devotion, remains central.
