From Kumbh To Holi: Indian Trips Now Come With Aartis As Spiritual Tourism Takes Hold

Last Updated:March 25, 2026, 13:22 IST

Agoda report reveals a quiet but powerful shift in how Indians are choosing to travel

From Kumbh To Holi: Indian Trips Now Come With Aartis As Spiritual Tourism Takes Hold

Beach breaks and party destinations are taking a backseat—because in 2026, Indian travellers are chasing something deeper: meaning.

According to a new report by Agoda, India is leading Asia when it comes to spiritually driven travel plans. A striking 19% of Indian travellers—nearly one in five—are planning trips rooted in faith, tradition, and self-discovery this year, placing the country firmly at the top of the list.

Countries like Indonesia and Malaysia follow behind, but the message is clear: for Indian travellers, journeys are no longer just about escape; they’re about connection.

When Maha Kumbh Mela returned to Prayagraj in 2025, it triggered a staggering 233% surge in accommodation searches. Known as one of the largest human gatherings on Earth, the Kumbh isn’t just a religious event; it’s a once-in-a-lifetime spiritual experience that continues to pull millions.

In 2025, in a major recognition of India’s spiritual heritage, Varanasi was also ranked the second most sought-after religious destination in the world, according to a study by My Cross, a platform analysing faith-based tourism trends.

The global study evaluated cities based on five key parameters: annual visitor numbers, number of religious sites, online search volume, social media mentions, and available accommodations. Each city was assigned a normalized score out of 100. Varanasi scored an impressive 78, finishing just behind Kyoto, Japan, which secured the top spot with a perfect 100. Interestingly, while Kyoto leads in sheer annual footfall with over 75 million visitors and boasts the highest number of religious sites, it is Varanasi that topped the chart for online search volume, registering nearly 2.8 million monthly searches — the highest among all destinations surveyed.

Festivals Also Drive Tourism

Even festivals like Holi are reshaping travel patterns. Destinations steeped in mythology and ritual saw massive spikes in interest, Pushkar recorded a 195% jump in searches, followed by Vrindavan (126%) and Mathura (109%).

And what’s driving this surge is a combination of spiritual fulfillment and cultural immersion. Today’s traveller isn’t just ticking destinations off a list—they’re seeking experiences that feel transformative. Think temple rituals at sunrise, aarti by the ghats, meditation retreats in the mountains, and festivals that blur the line between devotion and celebration. As travel becomes more intentional, spiritual tourism is evolving from pilgrimage to purpose-driven exploration.