Retail Brands Tap Into Spiritual Tourism Surge

EE News Desk Apr 01, 2024

As per a media report, retail brands are actively expanding into religious cities due to the rising tourism, which attracts them to establish a presence in these promising markets. Cities like Ayodhya, Ajmer, Katra, Somnath, Shirdi, Mathura, Bodh Gaya, and Madurai have witnessed the entry of brands such as Blackberrys, Manyavar, Spykar, Decathlon, and Fab India, among others. According to CBRE, retail brands across various segments, including fashion & apparel, food & beverage, hypermarkets, homeware and department stores, and consumer electronics, are expanding by customising their offerings to meet the needs of pilgrims.

Anshuman Magazine, Chairman & CEO - India, South-East Asia, Middle East & Africa, CBRE, pointed out that government efforts to enhance tourism and connectivity among pilgrimage destinations are bolstering this expansion. Additionally, the proliferation of online retail platforms providing convenient access to faith-oriented goods and services is a significant contributor.

This trend indicates a wider change in tourist inclinations, as travellers now seek transformative experiences beyond customary rituals. The emergence of urban spiritual tourism caters to this demand, drawing visitors to cities renowned for their profound religious and spiritual importance.

The report highlights Amritsar, Ajmer, Varanasi, Katra, Somnath, Shirdi, Ayodhya, Puri, Tirupati, Mathura, Dwarka, Bodh Gaya, Guruvayur, and Madurai as pivotal cities experiencing a surge in retail growth. Retail brands are strategically adjusting their offerings in established mall clusters and prominent high-street locations to accommodate the expanding tourist influx. The rise in spiritual tourism can be attributed to improved infrastructure, including well-connected roads, airports, and public transportation, along with the development of various lodging options such as hotels, guesthouses, and wellness centres. To meet the increasing demand for spiritual travel, local governments and businesses are collaborating to create distinctive retail experiences. Major hotel chains are also adapting to the evolving preferences of spiritual tourists by providing clean, hygienic, and family-friendly accommodations with premium pricing. Numerous cities have a robust pipeline of new hotel projects, with renowned brands like Marriott, Taj, and Hyatt expressing interest in entering this market. Branded hotels are emerging as significant players, offering a fusion of comfort and traditional hospitality tailored to the needs of spiritual seekers. In India, a partnership has formed between wellness centres and hospitality brands to cater to the requirements of spiritual tourism, with wellness centres providing services such as yoga and Ayurveda to enhance physical, mental, and spiritual well-being.

Ram Chandnani, Managing Director of Advisory & Transaction Services, CBRE India, stated that the increasing appeal of spiritual tourism is attracting investors eager to capitalise on the market's opportunities. This trend has opened up avenues for growth in the hospitality and retail sectors within these destinations.