India’s Boom in Spiritual Tourism

On the ghats of Varanasi, as saffron-robed priests perform the mesmerizing Ganga Aarti, tourists jostle for space, smartphones aloft, capturing the glow of flickering lamps and the chants of ancient hymns. This scene is emblematic of India’s booming spiritual tourism industry, projected to be worth $59 billion by 2028 and employ 100 million people.

Cities like Varanasi, which welcomed 110 million visitors last year—a staggering 1,500% increase since 2019—are at the heart of this surge. Sacred to Hindus, Varanasi offers a tapestry of tradition and modernity: pilgrims seek salvation in the Ganges, while others sip frappes at a nearby Starbucks or take jet ski rides along the river.

A mix of factors fuels this trend: India’s growing middle class, the Modi government’s emphasis on Hindu identity, and a social media wave that’s turned religion into shareable content. Influencers and photographers like Pravesh Mishra craft viral videos of sunrise rituals and Bollywood-scored reels, making spiritual experiences instantly 'Instagrammable'.

Picture Credit: skift.com

Massive events like the Maha Kumbh Mela in Prayagraj, attended by over 400 million devotees—including celebrities like Coldplay's Chris Martin and actor Akshay Kumar—further amplify the phenomenon. Meanwhile, the Ram Temple in Ayodhya and sites like the Golden Temple and Bodh Gaya are being transformed through multimillion-dollar investments in infrastructure and technology, including VR experiences and AI chatbots like “Nandi.”

As Meera Nanda notes, spirituality in India today blends religiosity with adventure. Once a path to personal salvation, pilgrimages now offer both sacred connection and curated spectacle—appealing as much to faith as to followers and feeds.