LONDON — Going on a pilgrimage or simply visiting sacred sites has become a growing trend in the tourism industry. More people worldwide are spending time walking ancient routes, going on retreats and seeking out religious destinations.

A recent report by Coherent Market Insights highlights the increasing significance of faith-based travel, projecting its value will rise from $1.29 trillion in 2024 to $ 2.01 trillion by 2031. The report states that “religious tourism is a cornerstone of global travel, offering profound spiritual and cultural experiences. As the world embraces the blend of faith, culture and modern convenience, religious tourism is set to thrive well into the next decade.”

This tourism is not confined to any single faith; it spans all major religions. Popular destinations include Israel, traditional Christian sites like Lourdes and Vatican City, the Islamic Hajj pilgrimage to Mecca, Hindu temples and pilgrimage routes in India, the Sikh Golden Temple in Amritsar, Buddhist sacred sites in India, Nepal and Thailand, and Confucian heritage sites in East Asia. There are even travel companies that specialize in organizing faith-based trips, such as Wendy Wu Tours, Maranatha Tours and Amiel Tours.

In an era of secularism, where discussions often center around the decline of religious belief, going on a pilgrimage may seem outdated. However, the reality is quite the opposite. The appeal of religious tourism attracts people of all ages.

Many are seeking immersive experiences that combine spiritual journeys with cultural exploration. Even those who cannot physically travel or go on pilgrimage are participating through virtual tours, allowing them to experience long-distance journeys like the one from London to Santiago de Compostela. These virtual options are also opening new avenues for meditation and fostering cross-cultural understanding.

Victoria Preston, author of “We Are Pilgrims: Journeys in Search of Ourselves,” said she was initially uncertain about the idea of virtual pilgrimages when a friend who couldn’t travel physically invited her to participate.

"It is a different form of pilgrimage but shares many of the characteristics of a true pilgrimage — space to think and reflect on bigger issues, both personal and common to humanity," she said.

Popular locations

Why are so many people seeking out these sacred places or walking miles on pilgrimage? For many, it offers a much-needed break from daily life, away from social media and consumerism, providing an opportunity to reflect, meditate, and explore their place in the world. There’s also the appeal of shared experiences, meeting and conversing with other pilgrims along the way.

The impact can be profound, with many pilgrims returning home significantly changed — often gaining inner peace or a new perspective on life, improving their health and mental well-being in the process.

A new study by Judaica WebStore ranked the world’s top 10 “most Instagrammable religious landmarks” based on social media engagement. The study focused on the number of posts associated with each landmark, the frequency of tags and the overall social media buzz generated. The data was determined by comparing post volume and engagement levels, considering each landmark’s global relevance.

The report found that the recently-reopened Notre Dame Cathedral in Paris ranked first in Instagram hashtags, with over 4.7 million. This Gothic landmark draws 15 million visitors each year, making it the second most visited landmark in the study, according to Judaica WebStore.

In second place is the Taj Mahal in Agra, India, which, with its historical significance, has also carved out a huge online presence, reaching up to 3.7 million Instagram posts. The monument attracts 7.5 million visitors annually.

In Barcelona, the ongoing construction of La Sagrada Família hasn’t stopped its Instagram popularity, ranking the Catholic house of worship third in the study. The landmark has generated over 3.3 million posts and attracts 3.2 million visitors each year.

Interest in religious tourism has steadily increased over the past few decades. The network of routes that form the Camino de Santiago, leading to Santiago de Compostela, attracted fewer than 5,000 pilgrims in 1991.

By 2024, that number had grown to 499,239 pilgrims making the journey. In India, the Vaishno Devi Temple in Kashmir now receives over 40,000 daily pilgrims, while the Sikh Golden Temple in Amritsar attracts an estimated 100,000 pilgrims each day. In 2024, more than 1.83 million Muslim pilgrims performed the annual Hajj to Mecca, often spending much of their life savings to fulfill this religious obligation.

It’s not just traditional locations that are drawing religious tourists. New pilgrimage routes are appearing regularly. Some are local, linking groups of churches or sacred sites. For example, in 2006, annual guided walks began on the Isle of Man to “pray the keeills,” sacred sites that include wayside shrines, ancient hermitages and places of retreat, some over 1,000 years old.

Many of these sites are nestled in wooded glades or quiet rocky outcrops overlooking the sea, where the presence of God can be felt in the stillness. Pilgrims walk through history, discovering places where people have worshiped for generations and reflecting on the gift of the present and the future.

New long-distance routes are also being created. The St. Olav Way connects related sites in Norway, Sweden, Denmark, Finland and Estonia with Nidaros Cathedral in Trondheim, where Saint Olav is buried. Thousands of pilgrims walk the St. Olav Way each year, with one of the most popular routes being between Trondheim and Oslo — a 32-day walk covering 643 kilometers.

The route is now being extended to include other related locations in the U.K.

Guro Verge Vistad from the National Pilgrimage Centre in Nidaros said the “expansion to the U.K. is primarily about identifying the legacy of St. Olav through the rediscovery of heritage sites — mainly churches — as the first step in re-establishing the historic connections between the U.K. and Norway-Scandinavia.”

Angela Youngman is a freelance journalist who has written for a wide range of British and international publications.