Riding India’s Spiritual Tourism Boom
Backed by the families of Infosys co-founders S D Shibulal and Kris Gopalakrishnan, the Bengaluru-based hospitality company has launched Rae by Tamara, a brand that seeks to redefine how hospitality caters to India’s growing pilgrimage economy.
The move comes at a time when faith-based travel is witnessing unprecedented momentum, fuelled by improved connectivity, government-backed pilgrimage circuits, infrastructure development and a growing appetite among travellers for spiritually immersive experiences.
For Samir MC, Chief Executive Officer of Tamara Leisure Experiences, the opportunity extends far beyond simply building hotels near temples.
“Rae by Tamara has been designed around the behaviours and needs of pilgrims rather than traditional hotel operating manuals,” says Samir.
According to him, most hospitality products operating in pilgrimage destinations often fail to recognise the unique routines and expectations of religious travellers.
“In many pilgrimage destinations, the most important ritual of the day may begin at four in the morning. That means guests are waking up at three or three-thirty, getting ready and heading to the shrine. Most hotels are simply not designed for that reality,” he explains.
“At Rae by Tamara, we want to ensure guests have access to hot water, support services and food at the time they actually need them. The entire guest journey has been designed around the pilgrimage experience.”
The company plans to introduce several faith-conscious hospitality elements, including Satvik dining options, meditation spaces and destination experts who can help guests better understand the history, architecture and cultural significance of the temples they visit.
“Just as wildlife resorts have naturalists, we envision having individuals who are deeply knowledgeable about the traditions, heritage and stories of the shrines around which our hotels operate,” Samir says.
Riding India’s Spiritual Tourism Boom
India’s religious tourism sector has become one of the strongest demand drivers for hospitality development in recent years.
Industry data from HVS Anarock shows that religious destinations currently account for more than 13,100 branded hotel rooms, representing around 6 per cent of India’s total organised hotel inventory. More significantly, nearly 20,000 additional rooms are under development across major pilgrimage markets.
Cities such as Ayodhya, Varanasi, Tirupati, Amritsar, Pushkar and Katra continue to attract strong investor interest as both domestic and international travellers increasingly combine spirituality with leisure experiences.
Hospitality consultants believe the sector is only beginning to realise its potential.
“We are witnessing strong interest in experiential and spiritually immersive travel,” says Gaurav Sharma, Managing Director – Hotels, JLL India.
“The convergence of improved connectivity, government-backed pilgrimage circuits and rising domestic and international demand makes this the ideal moment for developers and hospitality brands to invest in India’s sacred destinations.”
Rebranding Existing Assets
Tamara’s entry into the segment will begin with the conversion of two existing properties.
Hotels in Guruvayur, Kerala, and Kumbakonam, Tamil Nadu, each featuring around 40 to 45 rooms, will be repositioned under the Rae by Tamara brand and are expected to open in July and August respectively.
The company is also developing a new 80-key property in Velankanni, Tamil Nadu, with an investment of approximately ₹70 crore. The project is expected to open within the next 15 months.
The launch forms part of a broader strategy to establish a national presence across key pilgrimage destinations.
“We are positioning Rae by Tamara as India’s first faith-intelligent hospitality brand,” Samir says.
“Our ambition is to have approximately 25 properties signed or operational by 2030.”
A New Hospitality Model
Unlike conventional leisure resorts, Rae by Tamara is being positioned around purpose-driven travel, where guest expectations are shaped as much by faith and ritual as by comfort and service standards.
The company plans to pursue both ownership and asset-light management opportunities as it scales across India’s pilgrimage circuits.
The strategy reflects a broader shift taking place across the hospitality industry, where spiritual tourism is increasingly viewed as a resilient and high-growth segment.
As travellers seek deeper cultural connections and meaningful experiences, hospitality brands are beginning to recognise that religious tourism is no longer a niche category but a mainstream travel trend.
For Tamara Leisure Experiences, the launch of Rae by Tamara represents more than portfolio expansion. It is a strategic bet on a segment that is rapidly reshaping India’s hospitality landscape.
“The future of pilgrimage travel lies in creating experiences that are both spiritually enriching and operationally thoughtful,” Samir concludes. “That is the space Rae by Tamara aims to occupy.”
Source : Business line
