As many as 330m people travel for religious reasons each year, according to a UN World Tourism Organisation estimate from December 2014, forming a significant market for countries with attractions of spiritual or sacred value. These trips include pilgrimages, as well as sightseeing trips to important historical and religious sites throughout the year. Additionally, a 2018 report by IGI Global stated that it is assumed that some 25% of travellers are interested in this form of tourism.
Global revenue from faith-based tourism is projected to total $15.1bn in 2023, according to market analysis firm Future Market Insights, and this could reach $41bn by 2033. In addition to supporting job creation and local economies, religious tourism is helping spur investment in logistics infrastructure, preservation and wider recreational offerings.
Boosting Connectivity
In areas that already experience sizeable inflows of religious tourists, new strategies and infrastructure projects are helping to prevent over-tourism while enabling growth. In India, which boasts important sites for a number of faiths, religious tourism flows have reached record highs. In August 2022 travel operator Thomas Cook reported it had seen a growth of 15% in such tours compared to pre-pandemic levels. Pilgrims include both domestic and foreign tourists, as well as those from the country’s large diaspora.
International arrivals to Saudi Arabia are driven by participants in the annual Hajj and Umrah pilgrimages. The Kingdom hosted 17.5m international tourists in 2019, 2.5m of whom gathered in Makkah for Hajj.
Although arrival numbers fell during the pandemic, as the Kingdom limited the number of pilgrims to 1000 in 2020 and saw fewer than 60,000 in 2021, they have since started to recover, with 926,000 people participating in 2022. A goal of Saudi Arabia’s Vision 2030 economic blueprint is to host 30m religious tourists in 2030, part of wider efforts to attract 100m domestic and international tourists annually by that same year.
To improve the visitor experience and mitigate the undesirable effects of over-tourism, Saudi Arabia is undertaking a number of construction projects, such as the $31bn redevelopment of King Abdulaziz International Airport to triple its passenger capacity. Slated for completion in 2031, the expansion plans include a dedicated Hajj and Umrah terminal.
The Kingdom is working to promote the Umrah pilgrimage − which can be performed throughout the year – in an effort to mitigate overcrowding and other key issues. Saudi Arabia’s General Authority for Statistics reported that 24.7m people participated in the Umrah pilgrimage in 2022. Visitors to the Kingdom with a tourist visa through the country’s e-visa programme are allowed to perform the Umrah.
Technological Transformation
Mirroring the acceleration of digitalisation during the pandemic, technology is beginning to both support and influence the development of religious tourism.
Backed by TBO.com, a global travel distribution technology platform, the Saudi Arabia-based website Zamzam.com is an online travel platform dedicated to religious trips, particularly Umrah travel services.
In September 2022 Saudi Arabia’s Ministry of Hajj and Umrah launched Nusuk Hajj, an official digital platform to facilitate the planning of visits to Makkah and Medina for religious purposes, in line with the Vision 2030 Pilgrim Experience Programme.
“Saudi Arabia is witnessing a period of remarkable growth in the real estate and tourism sectors. A highlevel commitment to innovation and sustainable progress is creating a plethora of opportunities,” Ahmed Al Juhani, CEO of Rua Al Madinah Holding, told OBG. “For example, the Rua Al Madinah project is transforming Medina into a modern and immersive Islamic and cultural destination. By embracing emerging trends and adapting to evolving demands, we aim to enhance the visitor experience and contribute to Saudi Arabia’s goal of attracting 30m visitors to Medina by 2030.”
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