Religion Tourism: An Analysis of Niche Tourism and its Impact

This report delves into the burgeoning field of religion tourism, framing it as a significant niche within the global tourism industry. It begins by defining niche tourism and establishing a framework for understanding its various categories, before specifically focusing on religion tourism. The report explores the historical roots of religious travel, tracing its evolution from ancient pilgrimages to contemporary practices, and identifies diverse activities associated with religious tourism, including pilgrimages, missionary trips, and faith-based cruises. It also provides a detailed analysis of traveler profiles, categorizing visitors by age and motivations, and highlights prominent religious destinations such as Lumbini, Vatican City, and Mecca, alongside religious travel associations and tour operators. The report concludes by addressing potential conflicts and risks associated with religion tourism, including the monetization of sacred sites, and offers insights into the industry's future prospects.

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Niche Tourism (Religion Tourism)
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Table of Contents
1. Introduction............................................................................................................................3
2. Definition of Niche tourism...................................................................................................3
2.1 The concept of Niche tourism..........................................................................................3
2.2 Niche tourism framework.................................................................................................4
2.2.1 Macro Niches and Micro Niches...............................................................................4
2.3 Examples of niche tourism categories..............................................................................4
3. Religion Tourism...................................................................................................................4
3.1 History of Religion tourism..............................................................................................4
3.2 Example of religion tourism activities.............................................................................5
3.3 Traveller profile................................................................................................................6
3.4 Religious destinations.......................................................................................................6
3.4.1 Lumbini......................................................................................................................7
3.4.2 Vatican City...............................................................................................................7
3.4.3 Wittenberg.................................................................................................................7
3.4.4 Mecca.........................................................................................................................7
3.4.5 Badrinath....................................................................................................................7
3.4.6 Western Wall.............................................................................................................8
3.5 Religious travel associations............................................................................................8
3.6 Tour Operators..................................................................................................................8
3.6.1 The Catholic Tour......................................................................................................8
3.6.2 Catholic Travel Centre...............................................................................................8
3.6.3 Educational Opportunities.........................................................................................9
3.6.4 Globus Faith...............................................................................................................9
3.7 Conflict and Issues...........................................................................................................9
3.8. Risk of religion tourism...................................................................................................9
3.7 Religion tourism and business........................................................................................10
4. Conclusion............................................................................................................................10
References................................................................................................................................11

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1. Introduction
The tourism industry is one of the fast growing industry in most of the global economies.
According to the World Tourism Organization of the United Nations (UNWTO), world-wide
tourist entrances will hit 1.8 billion by 2030 (UNWTO, 2011). The perception of most of the
Western and European countries about tourism is that it is all about beaches, hiking, beaches,
hotels and not more to do with religion. Additionally, the combination of the terms of religion
and tourism is negatively perceived by the church folks, more so the religious leaders and
religious institutions (Stausberg, 2012). Nonetheless, religious tourism as an element of the
broader culture of leisure is a significant cultural phenomenon and which also manifests itself
in various forms (Raj and Griffin, 2015). Whereas the involvement in the traditional
institutional arrangements of religion is losing hold upon the people, the influence of faith
among the people cannot be underrated. A lot of people visit destinations, buildings, activities
that have a belief bearing for religious purposes or even when there is no supernatural
purpose for it.
2. Definition of Niche tourism
Niche tourism refers to the manner in which a specific tourist product or service can be
customized to meet the demands of a given audience or market section (Marson, 2011).
According to Ali-Knight (2010) areas with specific niche products can differentiate
themselves from others by providing niche tourism destinations.
2.1 The concept of Niche tourism
The emergence of the concept of niche tourism can be traced back to a few years back when
it was typically known as mass tourism. Niche tourism was developed as an advancement of
mass tourism in the wake of world globalization leads to the sameness of products and
services offered in the world market (Marson, 2011). Niche tourism is a combination of
refined practices that differentiates tourists. It represents diversity and techniques of marking
the difference. It was developed to counter the setbacks by the mass and package tourism

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regarding ecological miss-use and sociocultural nuisance. Niche tourism is perceived to be a
mechanism for economic growth, provides better prospects and is less damaging. Most
importantly, both tourists and destination managers like it because it meets their needs while
safeguarding the environment (Marson, 2011).
2.2 Niche tourism framework.
The Niche tourism framework is majorly attributed to Novelli and Robinson (2007). The
framework is broadly divided into macro and micro niches.
2.2.1 Macro Niches and Micro Niches
Macro Niches are the sub-sections of niche tourism that comprise comparatively sizeable
homogeneous market sectors each capable of the further subdivision to form micro niches as
shown in figure 1 below
2.3 Examples of niche tourism categories.
Figure 1 below shows the various examples of niche tourism categories.

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Source: Novelli and Robinson (2007).
3. Religion Tourism
Religion tourism is a significant component of the tourism industry which is primarily
associated with the members of given faiths who visit destinations that are regarded as holy
(FICCI, 2012). The sacred sites are not restricted to the pilgrims only, but tourists not allied
to the faiths do also visit because of the cultural, historical and religious importance of places.
Religion tourism is unique because of the value attached to it primarily by the pilgrims, and
the information critical to the tourists (Jamal and Robinson, 2009).

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3.1 History of Religion tourism
Individuals and groups have visited holy sites since the beginning of life and in all phases and
stages of advancement of cultures and civilizations. The motivations for the travels was and
still is religion. People used to visit the holy sites even regardless of any inconveniences such
as harsh weather conditions, inadequate health among others. According to Mróz and Mróz
(2013) the history of religious travels can be traced back to ancient times. Journeys to sacred
sites began with the dawn of man, and the most celebrated ones today were developed during
the ancient times and have been preserved to date. For example peregrinations to Egypt,
Mesopotamia, Rome, Greece among others. Archaeological researchers show that the current
worship sites must have been as a result of pilgrimages (Mróz and Mróz, 2013). By 300 BC
there existed in ancient Egypt peregrinations to worship places, temples, pyramids, and the
graves of gods (Rejman et al., 2016). Religious travels intensified until the Roman times and
were majorly associated with peregrinations to the sacred land, and declined during the
rulership of Constantine. From 3 AD, Christians went to the graves of their slain heroes in the

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faith like St. Peter and St. Paul, by the Roman government. With time most Christians ceased
their travels to Rome for it appeared as an expression of fidelity to the pope (Rejman et al.,
2016; Terzidou et al., 2008). From the tenth century, significant Christian pilgrimages were
directed from France to Spanish city for the worship of the cult of St . Jacob (Rejman et al.,
2016).
During the time of reformation by Martin Luther, the function of relics in spirituality was
unfounded, and the shrines and all holy sites became insignificant. The need for meeting with
the ecclesiastic was regarded as of value spiritually, and the objective was to develop an
intimacy with God and not a specific location regarded as holy. From mid-19th century sites
like Lourdes city of France, Fatima in Portugal among others emerged (Sharpley and Jepson,
2011).
3.2 Example of religion tourism activities
Some of the examples of religion tourism activities include (Bond, Packer, and Ballantyne,
2015).
 Pilgrimages
 Missionary travel
 Leisure (fellowship) vacations
 Faith-based cruising
 Crusades, conventions, and rallies
 Retreats
 Monastery visits and guest-stays
 Faith-based camps
 Religious tourist attractions

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3.3 Traveller profile
Faith-based or Religious voyagers are regarded as the most devoted travellers. This is
because they travel under unfavourable conditions and are willing to save and spend a lot of
money just for the peregrinations. In most of the times, the religious travellers visit in groups,
except when doing pilgrimage-ship.
Young People (18-29): This group makes up approximately 35% of spiritual voyagers. They
are regularly on a budget, and they join travel groups from church and other religious centers.
Midlife (30-55): This is the last group. They use the journey as a basis of traveling. This class
pursue an exciting faith-based program and desire freedom and useful information regarding
the destinations.
Elderly Travelers (55+): They comprise about 50% of all religious travelers. This group have
preference to executive lodging and use tour operators to book their journey.
3.4 Religious destinations
The United World Tourism Organization (UNWTO) report shows that approximately 330
million people tour most of the religious destinations annually. The report also indicates that
religion tourism contributes almost $100 billion to the international economy (Highlights,
2015). Some of the typical religious destinations include (Sood, 2012; Anwar, 2018).

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3.4.1 Lumbini
Lumbini, located in Rupandehi, Nepal is the birthplace of Buddha, and it receives Buddhists
pilgrimages in the entire world. Lumbini was declared as a World Heritage Place in 1997 by
UNESCO and was incorporated to the international World Heritage program. The most noted
and the critical temple in the premise enshrines the traditional location of Buddha’s birth.
The Maya Devi Temple

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3.4.2 Vatican City
Rome, Italy surround Vatican City also known as the Holy See, and it is home to the pope
and the capital of the Roman Catholic Church. St Peter’s Basilica is home to the grave of the
first pope, Peter the disciple of Christ who was killed and buried there. Almost four million
pilgrims visited the Vatican in 2016. It is the most significant Catholic place to visit, followed
by Lourdes in France with 2.5 millions of tourist.
Vatican City
3.4.3 Wittenberg
Wittenberg is found in Saxony, Germany and is the birthplace of Protestantism reformation
led by Martin Luther.
Wittenberg

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3.4.4 Mecca
Mecca is located in Makkah, Saudi Arabia and is the birthplace of the Prophet Muhammad.
20 million people visit Mecca every year. In 2017, 23 million faithful’s visited Mecca during
Ramadan.
Mecca
3.4.5 Badrinath
Badrinath is found in Uttarakhand, India and is the most significant destination of the four
Hindu pilgrimage sites, the Char Dham. The site receives 45,000 tourists a year. However,
this number has tripled in the last twenty years.
Badrinath temple

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3.4.6 Western Wall
Western Wall is found in Jerusalem, Israel and it is the most sacred sites of the Jews. The site
received 7 million visitors in 2003, and in 2010 there were 10 million tourists.
The Western Wall in Jerusalem
3.5 Religious travel associations
Due to the rise in religious tourism, various religious travel associations have been formed
majorly to the best services on religion tourism destination. These associations can be found
through trade associations, events, and databases. Some of them include
 Adventure Travel Trade Association.
 Faith Travel Association (FTA is established on the Christian faith)
 The Complete Pilgrim (provides a comprehensive outline of spiritual tourism sites on
the basis of religion, country, and type of destination).
 Religious travel Planning guide.
The bookings are mostly made through religious organizations. Voyagers often book the
travel product through churches, mosques, temples and mission organizations.
3.6 Tour Operators
Even religion tourists need the help of professional tour operators including the experienced
clerics. Some of the tour operators include (Religious travel planning guide, 2018).