“Holy places are made of stone, but a pilgrimage is made of people.” – Anonymous
Every year, millions of people cross continents, climb mountains, and sail across seas to reach the world’s great spiritual destinations – Lourdes, Fatima, Santiago de Compostela, Mecca, Jerusalem. But what lies behind these deeply personal and spiritual experiences? Behind every journey, every route, there is a complex industry—a network of operators, businesses, and institutions working to make it all possible.
This organizational machinery took center stage at the 12th edition of the International Workshop on Religious Tourism (IWRT), held in Lisbon on March 6-7, 2024. Far from the romantic notion of an individual pilgrimage, this event revealed the highly professional side of religious tourism – an industry that moves millions of dollars, requires specialized expertise, and constantly evolves to meet the needs of an increasingly diverse audience.
From a personal spiritual journey to a global industry
For centuries, pilgrimage was a personal endeavor, often undertaken alone or in small groups. Today, it has become a structured phenomenon. A trip to Fatima or Santiago de Compostela is no longer just about faith – it’s also about logistics. Who organizes these journeys? Who selects the routes? Who ensures the experience is authentic, safe, and well-managed?
The answer is clear: a highly specialized industry. Tour operators, religious organizations, hospitality providers, transportation companies, and even government institutions collaborate to make pilgrimage accessible and organized. In this context, events like IWRT are crucial.
IWRT is an international marketplace where business happens. Here, tourism operators, sanctuary representatives, transportation companies, and specialized guides come together to create ever more targeted travel packages.
Purificação Reis, president of the board of directors of ACISO (Associação Empresarial Ourém-Fátima), put it plainly: “Religious tourism is not just about faith – it is an economic sector with precise market dynamics. Without professionalism and innovation, it cannot grow.”
Behind the scenes of a pilgrimage
What does it take to bring pilgrims to their destination?
Planning and Marketing
Tour operators must understand their audience. A pilgrimage for young people has different needs than a trip for seniors. Travel packages must blend spirituality, comfort, and often, cultural and culinary experiences.
Infrastructure and Logistics
How do you manage thousands of visitors in a small sanctuary? Fatima welcomes millions each year, requiring impeccable logistical coordination. Hotels, transportation, accessibility—everything must run smoothly.
Innovation and Technology
From virtual reality to pilgrimage apps, technology is transforming religious tourism. Some sanctuaries now offer immersive digital tours, allowing the faithful to explore holy sites from afar.
Sustainability and Responsible Tourism
Religious tourism has an impact on local communities and the environment. In places like Lourdes and Santiago, efforts are being made to adopt greener practices to reduce the environmental footprint of large pilgrim crowds.
The Future of Religious Tourism
At IWRT, discussions also focused on how religious tourism is evolving. Beyond traditional pilgrimages, new forms of spiritual experiences are emerging.
- “Soul Tourism”: More and more people are seeking spiritual experiences without adhering to a specific religion. Retreats, meditation sessions, and monastery stays are becoming globally attractive options.
- Pilgrimages for the Younger Generation: Social media and storytelling are reshaping how young people engage with faith. Some tour operators now offer interactive itineraries with digital narratives and online sharing moments.
- Faith and Culture Combined: Modern pilgrims want more than prayer. They seek to learn about history, art, and local cuisine. As a result, many religious journeys now include museum visits, food tastings, and community interactions.
A Business Between Heaven and Earth
The religious tourism industry must balance spirituality and commerce. On one hand, preserving the authenticity of the experience is crucial. On the other, increasing demand means the sector must adapt to modern travel dynamics.
IWRT made one thing clear: religious tourism is no longer just an individual act of devotion but a global economic and cultural reality. Behind every pilgrimage, behind every spiritual journey, there is a network of professionals ensuring that the journey of the soul is also a safe, accessible, and unforgettable experience.
“We are not just travelers in this world. We are pilgrims in search of something greater.”
