The white smoke that emanated from the Vatican on 8 May signalled the start of a new era for a faith dear to more than a billion Catholics around the world.

For thousands of years, religion and spirituality have been among the main motivations for people to travel – and they continue to inform people’s travel plans to this day. Around the world, religious destinations and holy sites attract millions of visitors each year, while many more endure tough pilgrimages.

Almost 500,000 people completed the Camino de Santiago in 2024, while 35 million pilgrims are expected to head to Italy this year to celebrate the Jubilee – the Catholic holy year – one likely to be all the more poignant following the passing of Pope Francis in April.

Selling faith-based holidays also makes serious business sense, with one forecast predicting annual market growth of 9.1% to nearly $40 billion by 2034.

However, given the UK’s religious diversity, industry experts believe agents may be missing out by not promoting this multibillion-dollar industry, and tapping the potential new clients on their doorstep.

’Trips of a lifetime’

According to Josh Jones, Christian tour expert at London-based agent and operator Tours for Christians, faith-based holidays allow people to experience places they have previously only read about in their holy texts, and help them strengthen their beliefs.

“They get to see these places are real and witness the historical and archaeological evidence [of their existence],” Jones tells TTG. “It reaffirms their faith and allows them to connect spiritually with God – these are trips of a lifetime that cannot be replicated anywhere else in the world.”

Established in 1983, Tours for Christians offers tours of the Holy Land and other biblical destinations such as Jordan, Turkey and Rome. Trips typically last a week, and are primarily aimed at people of, or who are approaching, retirement age, and who possess more disposable income.

“A lot of our clients are from the Pentecostal movement,” Jones adds. “These churches have very faith-led, spiritual people, who are keen to travel to biblical sites.”

Spirituality and culture

Faith-based tourism tends to attract people seeking to combine spiritual reflection with enriching cultural experiences. “Religious tourism frequently acts as a gateway for visitors to discover Portugal’s broader cultural and culinary offerings,” a Visit Portugal spokesperson tells TTG.

The tourist board confirms religious or faith-based travel comprises “a meaningful segment of Portugal’s tourism”, although the country’s offering to this market has changed over the past 20 years – moving away from solely faith-based activities and pursuits to encompass other aspects of the country’s culture.

“Destinations like Fatima and the Camino de Santiago hold global appeal, offering travellers not just spiritual experiences but also cultural and historical insights,” the spokesperson adds.

Many visitors now choose to walk to Fatima or the longer Camino route, taking in Lisbon and Portugal’s rural Alentejo region, to combine spiritual and cultural pursuits. “Travellers often look for deeper connections to the destination,” the spokesperson explains.

“They want to make their journey both meaningful and memorable by engaging with its traditions, landscapes and local communities.”

A growing market

While acknowledging faith-based tourism is a niche market, Visit Portugal says it presents opportunities for open-minded agents, offering them ways to expand their businesses by attracting new clients or catering to the spiritual needs of their existing ones.

There are wider benefits too. “Selling these types of holidays empowers agents to promote a more sustainable way of travelling,” says Visit Portugal. “Religious tourism can help destinations redistribute visitor flows throughout the year, as well as across different regions.

"For UK agents, this niche market offers strong potential for creating tailored itineraries that stand out in a competitive marketplace.”

Portugal is far from the only mainstream destination to recognise the value and importance of religious tourism. Millions of pilgrims will head to Rome, the epicentre of Catholicism, this year for the Jubilee – a holy year celebrated every 25 years.

Flavio Zappacosta, UK and Ireland head at the Italian National Tourist Board, insists many believers will remain in Italy to explore lesser-known parts of the country. “There are so many places believers can visit that have religious importance, such as Assisi or Siena,” he says.

Zappacosta believes itineraries such as the Via Francigena – a pilgrimage from Canterbury to the Vatican via France, Switzerland and Italy – are yet to come to wider prominence in the UK market. “It’s not as famous as the Camino de Santiago, but it’s a very important itinerary for us, and that’s why we’ve been trying to promote it,” he adds.

Knowledge is key

So how can travel agents tap into this niche yet potentially lucrative market? Nicholas Tangney, director of specialist operator Tangney Tours, tells TTG knowledge is key, stressing agents need a deep understanding of what religion and holy sites mean to people.

“People go to Lourdes because of the miracles, they go to Rome because of the Jubilee – they visit religious sites because they want to pray and light a candle,” says Tangney. “It’s not something you can just pick up and sell.”

Barrhead Travel franchisee Tony Sillars, who has been taking groups from the UK to Lourdes for almost 20 years, says prioritising clients’ experience and welfare during such deeply personal trips is vital. “Agents need to make sure clients are protected and fully aware of their travel options, and are not left to their own devices when they visit religious sites,” he explains.