Mumbai: Religious tourism remains a cornerstone of India’s tourism economy, with 25% of Indians traveling to religious destinations in 2024, according to Kantar’s latest TGI Report. This reflects the nation’s enduring cultural and spiritual traditions and an increasing inclination toward faith-driven travel.
As the Maha Kumbh Mela 2025, one of the largest public gatherings globally, approaches, Kantar is preparing to launch a comprehensive report in April 2025. The study will focus on pilgrim movement, behavior, and opportunities for brands to engage meaningfully with this vast audience.
Key Findings from Kantar’s TGI Report
- Haridwar Leads the Way: Haridwar emerged as the most visited religious destination in 2024, followed by Shirdi, Tirupati, Ayodhya, and Ajmer Sharif.
- Regional Preferences:
North Indians overwhelmingly favor Haridwar (54%).
South Indians primarily visit Tirupati (82%), followed by Shirdi (59%), influenced by proximity and family travel traditions. - Age Demographics: Most religious travelers fall in the 25–44 age bracket. The 25–34 group shows a preference for Haridwar, while the 35–44 segment leans toward Ayodhya.
- Gender Insights: Haridwar (61%) and Ayodhya (69%) reported a significant male majority among visitors, highlighting opportunities to make these destinations more inclusive for women.
- Socio-Economic Trends: Religious tourism is largely dominated by the affluent, represented by the NCCS A socio-economic class.
Religious tourism offers an unparalleled platform for brands to connect with a diverse and spiritually driven audience. Kantar’s upcoming Maha Kumbh Mela Report will delve into pilgrims’ spending habits, travel patterns, and preferences, providing actionable insights for marketers.
The report will also examine the impact of digital platforms, travel apps, and online payment methods on religious tourism, reflecting the growing integration of technology into traditional practices.
Puneet Avasthi, Director, Specialist Businesses, Insights Division-South Asia, Kantar, stated, “As per Kantar’s TGI Report, religious tourism is a significant contributor to India’s tourism economy. These pilgrimage centers and congregations present unique opportunities for brands to connect with audiences in deeply meaningful ways. Our Maha Kumbh Mela Report will provide brand builders with actionable insights into consumer motivations, purchasing patterns, and engagement touchpoints in one of the world’s largest cultural events. By understanding the intersection of faith, culture, and commerce, brands can create authentic, impactful strategies that resonate with this diverse and growing audience.”
Kantar’s Maha Kumbh Mela 2025 Report promises to unveil critical insights into the evolving dynamics of religious tourism. By identifying trends and opportunities within this vibrant sector, the report will empower businesses to engage effectively with a unique and growing audience, shaping the future of faith-driven travel in India.
