India's pilgrimage destinations are experiencing a good summer season in more ways than one. Despite the intense heat, visitor numbers are rising, with travel companies reporting a rise in bookings ranging from 30% to 100% compared to last year.

Ayodhya, Varanasi, Prayagraj, Uttarakhand's Char Dham circuit (encompassing four sacred pilgrimage sites), and Tirupati are some of the most popular pilgrimage destinations witnessing a significant influx of devotees. Travel agency Thomas Cook (India) Ltd has observed a staggering 100% increase in bookings for their Char Dham yatra packages, with a growing interest among younger travellers.

To cater to this evolving trend, travel companies are offering innovative experiences. Thomas Cook's "Pilgrimage Plus" packages combine religious visits with local experiences such as food tours and outdoor activities. They've also introduced a unique offering in collaboration with the Uttarakhand Tourism Board - aerial helicopter "darshans" (auspicious views) of Adi Kailash and Om Parvat Mountain peaks, which have already sold out for the season.

The rise in pilgrims has prompted hotels to strengthen their offerings. Sarovar Hotels & Resorts, with properties in popular pilgrimage locations like Ayodhya, Bodh Gaya, and Tirupati, expects a significant contribution to their overall revenue (approximately 15%) from this segment. However, they differentiate between religious and spiritual tourism. While religious destinations like Ayodhya and Varanasi see high demand, spiritual destinations like Rishikesh cater to a different audience seeking a more holistic experience.

Industry experts suggest a potential gap in the hotel market. Ajay Bakaya of Sarovar Hotels points out that most religious tourists prioritize affordability over luxury. He sees a larger market for mid-market hotels and budget accommodations, which are currently underserved. Ratings agency Icra projects a 7-9% revenue growth for the hotel industry in FY25, driven largely by domestic leisure travel, including pilgrimage tourism.

The hospitality sector is responding to this growth. Earlier this month, the Indian Hotels Company Limited (IHCL), owned by the Tata Group, signed a project for a 160-room hotel in Sarnath, Uttar Pradesh. Sarovar Hotels & Resorts also opened a new Tulip Inn property in the pilgrimage city of Shravasti, in the same state. Lemon Tree Hotels observed strong performance in key pilgrimage markets like Haridwar, Katra (home to Vaishno Devi shrine), Rishikesh, and Dwarka (Gujarat), with a rise in both occupancy and room rates.

Online travel agency Yatra Online reports a surge in bookings for Ayodhya, fuelled by the novelty factor of the newly inaugurated Ram temple and limited accommodation options. Char Dham yatra registrations are also full, indicating high demand for this popular pilgrimage circuit. Other destinations like Tirupati, Vrindavan, Ujjain, Amritsar, Badrinath, and Varanasi are experiencing a significant increase in visitor numbers as well.

Despite not reaching pre-pandemic levels yet, domestic tourism in India is on the rise. According to the Ministry of Tourism data, there were approximately 1.73 billion domestic tourists in 2022, reflecting a 55% increase from 2021. This trend is expected to continue, with pilgrimage tourism playing a key role in propelling the growth of the domestic travel sector.

Interestingly, Ayodhya is not just witnessing a surge in pilgrims but also improved connectivity. There are now 24 flights operating from Ayodhya to major cities like Hyderabad, Mumbai, Delhi, Bengaluru, and Ahmedabad, making it easier for travellers to reach this holy city.

While Varanasi remains the most visited religious site in Uttar Pradesh, the overall picture is clear: India's pilgrimage destinations are experiencing a hot summer season, with both established and emerging locations attracting a growing number of devotees. This trend highlights the importance of pilgrimage tourism in India's travel sector and the potential for further growth with innovative offerings and improved infrastructure.