Religious Tourism

The term "religious tourism" may sound like just another new trend within the ever-changing world of tourism. Nonetheless, religious tourism is probably the first kind of tourism altogether.

Religious Tourism? Pope Benedict XVI waves to the crowds

Pilgrimages are a forerunner to modern-day heritage tourism going back thousands of years.

Conflicting realities between tourists and pilgrims
Tourism is not defined by motivation or behaviour; rather tourism is defined as people travelling away from home. From this perspective pilgrims are also tourists, who like other tourists need a place to sleep and something to eat.

However, on the surface religious tourism is placed at the crossroads of two conflicting realities. The image of a tourist evokes banality, consumption and masses of people, whereas a pilgrim is considered serious, ascetic and a solitary enterprise. Yet this is a primitive perspective on tourists. All tourists seek some form of enlightenment, just as most tourists also visit sacred sites, be it a Buddha figure, a church or a Jewish cemetery. For some the visit is linked to the fact that the site is considered a holy place, for others out of sheer curiosity or because they are in search of some greater meaning in their life.

All parties benefit
Traditionally religious leaders and organizations have shunned the notion of involving themselves in tourism - or that pilgrims can be considered tourists. This is rapidly changing as all parties involved may benefit from catering to the needs of tourists. Religious site managers and churches are realizing that pious visitors can help meet economic needs. Often religious sites require a considerable amount of maintenance, preservation and staffing, so religious tourists can help the sites financially through donations or payment for certain experiences and modern conveniences.

Religious Tourism business
These are some of the main sources of income that can be made through religious tourism:

• Souvenirs such as books, postcards, candles, t-shirts, statues and handicrafts
• Food services
• Admission fees, many religious sites dislike charging admission fees. They may therefore choose alternatives such as donation bins where people are invited to contribute a sum of money. Another alternative is to charge admission to a supplementary attraction such as a tower, garden or museum.
• Interpretive media and services such as guided tours or booklets
• Accommodations such as tents, dormitories or inns provided by the religious organization

New niches - and a warning
The key to success is to facilitate tourists, while maintaining the sacred nature of the place. There are cases where sacred sites have become so caught up in commercialisation that this has overshadowed the delicate balance of tourist services and the site's spirituality. And there are new niches to be found within religious tourism, for instance using religious sites as sanctuaries dedicated to reflection, concentration and spirituality. Large international corporations are increasingly sending their leaders to monasteries to relax and revitalize for new challenges on the job.

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Related information
"Tourism, religion and spiritual journeys" by D.J. Timothy and D.H. Olsen (ed.), 2006, London, Routledge