Religious tourism is on the rise in India, particularly in the state of Uttar Pradesh. Indian Hotels Company (IHCL) has been expanding its presence in the region to cater to this growing demand. With the addition of a fourth hotel in Varanasi and a reimagined Gateway brand in Sarnath, IHCL will have a total of 24 properties in Uttar Pradesh, 11 of which are still under development. Uttar Pradesh is looking to establish itself as a religious tourism hub through cities like Prayagraj, Kashi, Ayodhaya, Varanasi, and Sarnath, with the government launching numerous projects to develop religious and spiritual tourism spots in the region.
The impact of religious tourism in Uttar Pradesh has been significant, with the inauguration of the Kashi-Vishwanath corridor in Varanasi leading to an increase in tourist numbers. Other cities like Ayodhya and Mathura are also being developed as religious destinations, further bolstering the tourism prospects of the state. Booking.com has noted that spiritual destinations are among the most-searched during holidays like Holi and Easter, indicating the popularity of religious tourism in the region. With more tourists visiting cities like Varanasi, Ayodhya, and Mathura, there is a trend of visitors exploring other regions of Uttar Pradesh as well.
The entry of major hospitality brands into Uttar Pradesh is expected to further boost the tourism industry in the state. With a projected annual tourist footfall of 850 million by 2028, the state is seeking investments in the hospitality sector to create a robust hotel supply chain. Japanese hotel chain Hotel Management International (HMI) has already signed an agreement to develop 30 new hotels in Agra, Varanasi, and Ayodhya. Other international chains like Wyndham Hotels and Resorts, ITC Hotels, IHCL, Radisson Hotels Group, and Hilton have also shown interest in opening hotels in key spiritual destinations in Uttar Pradesh.
The town of Ayodhya has seen a surge in hotel development following the consecration ceremony of the Ram temple in January. Hotel chains like Radisson have opened properties in the city, with plans for further expansion in Ayodhya and Vrindavan. IHCL has also signed multiple hotels in Ayodhya under different brands, indicating the growing popularity of the destination among tourists. A report by brokerage firm Jeffries predicts that Ayodhya could attract over 50 million tourists annually, further establishing it as a key religious tourism spot in Uttar Pradesh.
The focus on religious tourism in India is not limited to Uttar Pradesh, with other spiritual cities also seeing growth in hotel development. Cities like Varanasi, Prayagraj, and Agra have witnessed the entry of international hotel chains, indicating the potential for further growth in these regions. The development of tourism infrastructure in these cities is expected to attract more visitors and encourage them to explore other parts of the state. With the increasing demand for spiritual and religious travel experiences, the hospitality industry in India is gearing up to cater to this evolving trend.
