Spiritual Resurgence: Surge In Tourism Grips Ayodhya Ahead Of Ram Temple Consecration
As the highly anticipated consecration of Ayodhya's new Ram temple approaches, there is a notable increase in tourism, signalling a significant rise in the demand for spiritual travel destinations. Various industry experts offer insights into this unprecedented phenomenon and its profound impact on India's spiritual tourism landscape.
Data Highlights Unprecedented Surge
Recent data analysis by Agoda reveals an exceptional surge in travel interest, particularly in Varanasi and Ayodhya, coinciding with the consecration dates. Check-in searches for January 20, 21, and 22, 2024, have witnessed a remarkable increase compared to the previous year. Varanasi recorded over 35 times more searches, while Ayodhya experienced nearly a threefold rise, resulting in a collective fivefold surge in searches for both destinations.
Industry Experts Weigh In
Daniel D’Souza, President & Country Head - Holidays, SOTC Travel said that SOTC Travel, a prominent player in spiritual tourism, has noted a remarkable uptick in demand ahead of the Ram temple's inauguration.
“With the recent announcement on the inauguration of the Ram temple in Ayodhya, our demand trends indicate increased interest for the destination from customers across segments with an uptick of 150 per cent vs. pre-pandemic. We anticipate this significant demand to accelerate growth of spiritual tourism in the country,” said D’Souza. He added that the spiritual tourism segment witnessed a growth of approx. 40 per cent in 2023 vs. 2022. Destinations that led customer preferences in 2023 were Ujjain and Kashi.
MP Deepu Co-Founder, SeniorWorld, said that the surge in bookings can be attributed to the unique cultural and religious significance of Ayodhya, especially with the momentous occasion of the Ram Mandir inauguration. “This heightened interest underscores the eagerness of individuals to witness and be part of this historic chapter in Ayodhya's history In response to this increased demand, SilverWings has introduced a thoughtful and tailored offering to accommodate the surge in interest. Recognising the specific needs and preferences of seniors, SilverWings has planned a seniors-only tour departing for Ayodhya and Varanasi on 29 January,” said Deepu.
Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) said that the upcoming inauguration of the Ram Temple in Ayodhya on 22 January has resulted in exponential growth in demand for the destination, and data indicates over 300 per cent increase in searches for Ayodhya in December vs October. “What is noteworthy, is that the customer base reflects a diversity from families, business men, Young India, and couples. Interestingly we have seen an uptick in demand from segments like multigenerational families and honeymooners/couples, especially for our Pilgrimage plus tours that offer customers a range of experiences in addition to their spiritual tour. Given the limited hotel inventory, customers are inclined to look at day trips to Ayodhya and are booking accommodations in Lucknow and Prayagraj,” said Kale.
Indraneel Dasgupta, the CEO and Founder of My Tirth India, says that the culmination of the consecration ceremony of the new Rama Temple scheduled for 22 January 2024, Ayodhya is poised to reclaim the lost glory it once held during the times of Ramayana. Dasgupta emphasises the emotional resonance of this historic decision, suggesting that billions of people worldwide are expressing their sentiments towards Ayodhya.
“My Tirth India anticipates Ayodhya evolving into a centre of knowledge, recognition, tourism, and culture. Dasgupta envisions a surge in hotel bookings, tourist visits, and infrastructure development, transforming Ayodhya into not just a religious or spiritual destination but a vibrant hub of cultural exchange, providing job opportunities and making it a favoured pilgrim destination,” says Dasgupta.
The pandemic-induced shift in traveller perceptions has expanded the demographic for spiritual tourism beyond seniors. Multigenerational families, couples, groups of friends, millennials, and Gen Z are increasingly engaging in spiritual journeys. Accompanying this trend, hotels in spiritual destinations are recording full occupancy, reaching 100% on weekends and holy dates, with average levels standing at 60-80%.
Nishant Pitti, CEO of EaseMyTrip, underscores the monumental impact of the upcoming Ram Temple inauguration on religious tourism. He said that the event is expecting an initial attendance of nearly 7,000 guests, projecting a daily footfall between three to five lakh visitors post-inauguration, presenting significant economic opportunities.
“Leading up to the inauguration, Ayodhya's hotels are fully booked, enabling them to leverage increased pricing. Occupancy rates have risen from 80 per cent to 100 per cent, resulting in substantial price hikes, reaching up to 70,000 INR per night in select hotels,” said Pitti.
He further remarked that Ayodhya is undergoing significant infrastructural growth, planning for 73 new properties, including 40 currently under construction. “OYO's plans encompass the addition of 50 hotels and homes with 1000 rooms before the grand opening of the Ram Mandir, totaling 10,000 rooms. This accommodation setup includes 150 economy hotels, 30 dharmshalas, and 20 luxury hotels,” said Pitti.
Vishal Gogia - Founder & CEOMax Holidays said that in the recent days, the travel industry has witnessed unprecedented increase in tour enquiries for Ayodhya where the Ram Mandir temple will be consecrated by the Prime Minister of India Narendra Modi on 22 January 2024.
“With the increasing demand for information and bookings for Ayodhya, Uttar Pradesh among the international travellers, we are also preparing ourselves to receive a large number of tourists and devotees for darshan of Lord Ram in Ayodhya temple. The team at Max Holidays is working restlessly under an effective marketing plan to create an extraordinary demand for travel packages and accommodation bookings for Ayodhya in the coming months,” said Gogia.
Increase In Vehicle Rentals
Gaurav Aggarwal, CEO of Savaari Car Rentals, reports a 250% surge in bookings to Ayodhya in January and February 2024, compared to the last two months of 2023. The diverse customer base, ranging from elderly groups to young individuals, reflects the universal appeal of the event and the ability to cater to varied travel needs.
“The statistics speak for themselves – a staggering 250% increase in bookings to Ayodhya in January and February 2024, compared to the last two months of 2023. This surge is not just a number; it represents the excitement and anticipation of millions for an event that promises to be a once-in-a-lifetime experience, unparalleled in our nation’s recent history,” said Aggarwal.
Insights on Ayodhya Airport Searches
Gaurav Patwari, Vice President – Air Category at Cleartrip, highlights a threefold increase in searches for Ayodhya airport on the platform from December 2023 to the present, emphasising the growing interest and preparations for the surge in travel.
“We expect that the inauguration of the Ram temple at Ayodhya will significantly boost religious tourism in India. From December 2023 until now, on the Cleartrip platform, we have observed a 3X increase in the search for Ayodhya airport,” mentioned Patwari.
The surge in tourism ahead of the Ram temple consecration in Ayodhya signifies a profound shift in travel dynamics, with spiritual destinations gaining unprecedented popularity among diverse traveller demographics. As the nation eagerly awaits this historic event, the tourism industry is gearing up to provide memorable experiences for pilgrims and tourists alike, solidifying India's position as a hub for spiritual and religious tourism.
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