Retail brands are actively expanding into religious cities, drawn by the burgeoning tourism industry and the opportunity to establish a presence in these promising markets.
Ayodhya, Ajmer, Katra, Somnath, Shirdi, Mathura, Bodh Gaya, and Madurai have witnessed the arrival of brands like Blackberrys, Manyavar, Spykar, Decathlon, and Fab India, among others.
As per CBRE, retail brands spanning various sectors such as fashion & apparel, food & beverage, hypermarkets, homeware & department stores, and consumer electronics are expanding by customizing their offerings to meet the needs of pilgrims.
“Government initiatives aimed at promoting tourism and enhancing connectivity between pilgrimage sites are bolstering this growth. Additionally, the emergence of online retail platforms providing convenient access to faith-based products and services is another significant factor,” stated Anshuman Magazine, Chairman & CEO – India, South-East Asia, Middle East & Africa, CBRE.
This trend mirrors a larger change in tourist preferences, as travelers increasingly seek transformative experiences beyond conventional rituals. The emergence of urban spiritual tourism caters to this inclination, drawing visitors to cities renowned for their profound religious and spiritual significance.
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The report highlights Amritsar, Ajmer, Varanasi, Katra, Somnath, Shirdi, Ayodhya, Puri, Tirupati, Mathura, Dwarka, Bodh Gaya, Guruvayur, and Madurai as pivotal cities experiencing this surge in retail activity. Retail brands are strategically adjusting their offerings in established mall clusters as well as high-street locations to accommodate the expanding tourist demographic.
The rise in spiritual tourism is a result of improved infrastructure, including well-connected roads, airports, and public transportation, alongside the establishment of diverse accommodation options like hotels, guesthouses, and wellness centers.
In response to increasing demand for spiritual travel, local governments and businesses are collaborating to develop distinctive retail experiences.
Leading hotel operators are responding to the shifting needs of spiritual tourists by offering clean, sanitary, and family-friendly lodgings at premium prices.
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Numerous cities are witnessing a robust influx of new hotel projects, with renowned brands such as Marriott, Taj, and Hyatt demonstrating significant interest in venturing into this market. Branded hotels are emerging as pivotal contributors, providing a fusion of comfort and traditional hospitality customized for spiritual travelers.
In India, a collaboration has developed between wellness centres and lodging firms to meet the needs of spiritual tourists. These wellness centres provide services such as yoga and Ayurveda to improve physical, mental, and spiritual wellbeing.
“Propelled by the increasing appeal of spiritual tourism, investors are rushing to capitalize on the market’s potential. This trend has opened up opportunities for the hospitality and retail sectors to flourish in these destinations,” remarked Ram Chandnani, Managing Director, Advisory & Transaction Services, CBRE India.
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