Shrinecations: How Gen Z and Millennials are redefining pilgrimage with style
In recent years, a new kind of getaway has been gaining popularity, especially among Gen Z and Millennials: shrinecations. These are actually trips that combine the devotion of a traditional pilgrimage, along with the relaxation and exploration of a leisure trip. Rather than focusing solely on religious rites, shrinecations offer a mix of spirituality, cultural experiences, and wellness activities.
It can be said that for today's travellers, the pilgrimage is no longer just about faith — it's about enriching the soul while discovering new places, making meaningful connections, and enjoying modern comforts along the way.
The rise of spiritual tourism among younger generations
With faith-based travel making up over 60% of domestic travel in India, the spiritual tourism industry is flourishing. The industry is expected to reach an estimated $4.6 billion by 2033, growing at a compound annual rate of 16.2%, according to a report by CBRE South Asia Pvt Ltd.
I explored a serene mountain temple, kayaked on a pristine river, and immersed myself in the vibrant culture of a local market.
For today's youth, pilgrimage need not be a solitary spiritual endeavor. Numerous people favor locations that provide a greater sense of cultural connectedness, personal development, and leisure or adventure opportunities. Visits to places like Varanasi's Kashi Vishwanath Temple, saw a spike from 8 million to 122 million visits annually after reconstruction in 2023, which also highlights how people are now redefining their travel desire.
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Travel companies join the trend
Meanwhile, travel companies are also not lacking behind. To catch up with the latest trend, they are also coming up with well curated "pilgrimage plus" packages that offer contemporary delights with spiritual exploration. Apart from offering gourmet excursions, yoga retreats, and even outdoor pursuits like bungee jumping and river rafting, most of the travel agencies go the extra mile to add tours that incorporate temple visits. Reports add that younger tourists find great resonance in this unique combo that offers them both faith and adventure.
Role of social media and technology
Well, in this current age and time, the role of social media cannot be negated. It plays a crucial role in influencing travel decisions among people, and especially among younger generations. Platforms like Instagram, TikTok, and YouTube have made spiritual tourism not only accessible but aspirational. Gen Z and Millennials are inspired to start their own spiritual journeys by content that highlights beautiful temples, picturesque scenery, and regional customs. By offering real-time data on temple hours, amenities, and even crowd control measures, travel services such as Temple Connect assist pilgrims in planning their trips and make shrinecations as easy as they are significant.
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Case studies of popular shrinecation destinations
Rishikesh
It's one of those places in the country, where you can get a perfect balance between spirituality and adventure. People flock to this place for various reasons like to meditate by the Ganges, do yoga in ashrams, visit temples, and discover their inner selves. However, Rishikesh is more than that. Apart from those listed things, there are options to try sports like trekking, bungee jumping, and white-water rafting, which serve the adventure seekers. In short, it's an ideal place for Gen Z and Millennial travellers since they want tiny bits of both the experiences, and that too in one trip.
International tourists swarm to Rishikesh to take advantage of its wellness offerings while exploring the nearby nature, per a report published in the International Journal of Research Publication and Reviews.
Bodh Gaya
Bodh Gaya is another prime example of a shrinecation destination, especially for Buddhist pilgrims. It attracts millions of tourists each year from all around the world as the location where Buddha obtained enlightenment. Bodh Gaya offers cultural activities such as meditation sessions, monastery talks, and temple excursions in addition to its profound spiritual significance. The town is a popular location for people looking to improve personally because of its historical significance and tranquil settings. According to data from the Saarc Cultural Center, visitors are drawn to Bodh Gaya's calm, meditative environment, which fosters introspection and spiritual rejuvenation.
Kedarnath
Kedarnath, a sacred site in the Himalayas, is one of the twelve Jyotirlingas and offers an intense pilgrimage experience. Beyond the spiritual fulfillment that the Kedarnath Temple provides, the trek to reach the temple offers an extraordinary adventure through the rugged terrain of Uttarakhand. Despite the 2013 flash floods that devastated the region, Kedarnath has rebuilt its infrastructure to accommodate a larger number of visitors and pilgrims. According to a report published in the International Journal of Research and Planning, Kedarnath attracts travelers seeking both physical and spiritual challenges.
The revitalizing journey to Kedarnath and the tranquility of the high altitude enable pilgrims to strengthen their spiritual practices and re-establish a connection with nature, which is highly compatible with the ideals of environmentally aware Gen Z and Millennials.
Economic impact and spending patterns
The financial footprint of shrinecations is growing rapidly. In 2022, spiritual tourism revenue in India reached INR 1,34,543 crore, a significant increase from INR 65,070 crore in 2021. Millennials are the primary spenders in this space, followed closely by Gen Z, indicating a clear trend toward spending on spiritual and wellness-related travel. This pattern aligns with their greater focus on meaningful experiences over material consumption.
Solo travel and empowerment
The increase in solo travel, especially among women, is one of the most obvious trends among Gen Z and Millennial tourists. According to research from IntrCity SmartBus, 40.7% of solo female travelers in India are Gen Z women, and popular vacation destinations include Ayodhya, Amritsar, and Varanasi. The need for autonomy, spiritual development, and self-determination is driving this group more and more. In addition to embracing spirituality, young women are taking back areas that have historically been used for family or group trips as more of them go on solitary shrinecations.
In the future of travel, shrinecations will surely be important as the boundaries between faith, wellness, and adventure continue to merge. At the forefront of this change are places like Rishikesh, Bodh Gaya, and Kedarnath, which give youthful tourists the opportunity to discover deeper meanings while taking advantage of contemporary conveniences and adventure.
These pilgrimage destinations are reinventing what it means to travel for both spiritual and recreational reasons by fusing cultural legacy with modern travel experiences. Shrinecations will continue to play a significant role in Gen Z and Millennial travel as travel agencies continue to customize their products to meet this new trend, providing experiences that are both memorable and gratifying.
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