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INSIGHT
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of the tourists, preserving the cultural and
environmental heritage of the religious sites,
and enhancing the quality and diversity
of tourism services and products. The
infrastructure needs to gear up to handle the
influx of tourists.
There is a huge untapped potential in the
religious tourism segment. People are flocking
in huge numbers to pilgrimage sites as more
than 60% of tourism in India is associated with
religious and spiritual tourism. “I believe that
collaborative efforts between travel agencies,
religious organizations, cultural bodies, and Jyoti Mayal, President, TAAI Rajiv Mehra, President, IATO
the stakeholders, including the government,
the private sector, the civil society, and the
tourists themselves, need to work together to devotees visited the Ram Mandir. “The surge 2023 to Calendar Year 2021). The focus is
make it a sustainable, inclusive, and rewarding in spiritual tourism presents significant particularly on Ayodhya, in anticipation of the
experience for all,” pointed out Mayal. opportunities for local entrepreneurship. With consecration ceremony of the Ram Mandir.
Unfortunately, the majority of religious its robust infrastructure, proactive leadership, Ayodhya is notably prominent, witnessing
and spiritual tourism activities revolve around and favourable environment, the future an extraordinary 585 per cent increase in
the unorganised sector. This means, there are appears promising for the residents, the state, searches among the top 10 pilgrimage and
currently only a limited number of organised and the country,” said Khanna. spiritual locations that are currently garnering
entities providing services for religious Prior to the inauguration of the Ram heightened attention.
tourism in India. Traditionally, the industry has Temple, various digital travel platforms This data, extracted from on-platform
primarily focused on inbound and outbound experienced a significant surge in searches engagements, underscores a discernible shift
sectors, neglecting domestic tourism for for Ayodhya, leading to the introduction of in travel preferences, signaling an increasing
a long period. The realisation of domestic new offers. Cleartrip and Flipkart Travel, for inclination towards spiritual journeys. In the
tourism’s true potential emerged during the instance, recorded an impressive 1,500% comparative analysis of popular spiritual
Covid-19 pandemic, and the segment played increase in Ayodhya-related searches across destinations from Calendar Year 2023 to
a crucial role in sustaining the industry. their platforms. This surge inspired them to Calendar Year 2021, the top 10 locations
Perhaps, the Ram Mandir in Ayodhya has introduce ‘Darshan Destinations.’ demonstrating substantial growth include
opened a new vista for the religious tourism “As a customer-centric company, Cleartrip Ujjain (359 percent), Badrinath (343 percent),
Amarnath (329 percent), Kedarnath (322
percent), Mathura (223 percent), Dwarkadhish
(193 percent), Shirdi (181 percent), Haridwar
(117 percent), and Bodh Gaya (114 percent).
“On-platform searches for Ayodhya from
within India have witnessed a remarkable
surge of 1806 percent since the official
announcement of the temple’s inauguration,”
said MakeMyTrip in press release.
What is interesting is, Ayodhya’s charm
reaches far beyond the confines of the nation,
drawing significant international attention.
MakeMyTrip reported (Search data till 12Jan,
PP Khanna, President, ADTOI Ayyappan Rajagopal, CEO, Cleartrip 2024) that Global searches for Ayodhya are
on the rise, with the United States leading
at 22.5%, closely trailed by the Gulf region
sector. Of course, there are challenges on caters to the evolving needs of our user base. at 22.2%. Canada (9.3%), Nepal (6.6%), and
different fronts in terms of manning crowd, We understand that spiritual journeys are Australia (6.1%) are notable contributors as
infrastructure etc. central to our culture, embodying centuries- well, showcasing widespread global interest
Rajiv Mehra, President, IATO, pointed out, old traditions. With more people seeking in gathering information about Ayodhya.
“Most of the religious and spiritual tourism out these meaningful travels, we wished to People in the industry said that the
activities are centred around the unorganised make these experiences more accessible religious fervour is expected to lead to
sector, barring a few exceptions of organised and affordable. We are excited to kick off enduring business prospects, driven by
travel forces. There are new regulations being the offering with the upcoming opening of the ongoing infrastructure development of
announced and hotel developments are in the the Ram Mandir in Ayodhya. Our offering, pilgrimage centres. The surge in spiritual
pipeline. But it will take some time to stabilise specially tailored for senior citizens who tourism is remarkable, with numerous
because a traveller wouldn’t want to stand in desire to soak in the country’s rich heritage, pilgrimage centres witnessing substantial foot
long queues for hours for seeking the diety’s reflects our commitment to meeting the falls from pilgrim tourists. Industry insiders
darshan. Immediate enforcement of measures diverse needs of our customers,” said are optimistic that Ayodhya will also emerge
is crucial to regulate steady movement Ayyappan Rajagopal, CEO, Cleartrip. as a major attraction for Non-Resident Indians
of pilgrims, and in due course, it will be Similarly, MakeMyTrip, has revealed an (NRIs) residing abroad, eventually finding its
smoothly regulated.” impressive 97 per cent surge in searches place in the travel itineraries of international
According to PP Khanna, President, for spiritual destinations over the last visitors.
ADTOI, in just six days, nearly 1.3 million two years (Comparing Calendar Year prasenjit.chakraborty@saffronsynergies.in

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