Kantar to unveil comprehensive Maha Kumbh Mela Report in April 2025

Religious tourism is a significant contributor to India’s tourism economy, with one in four Indians (25%) traveling to religious destinations in the past year. This is truly reflective of the country’s deep cultural and spiritual roots and the growing desire of Indians to travel. The Maha Kumbh, one of the world’s largest public gatherings, offers a unique opportunity to explore pilgrim movement, presence and behaviour at an unparalleled scale. Understanding the profiles, motivations and actions of its visitors will provide key insights into the evolving dynamics of faith-driven travel and provide unique opportunities for brands to engage with them.

Kantar’s TGI Report reveals some fascinating insights into the profile of pilgrims in India from past year. Here are some highlights:

Haridwar emerged as the most visited religious destination in India, followed by Shirdi, Tirupati, Ayodhya and Ajmer Sharif.

Across the country, North Indians most frequently visit Haridwar (54%), while South Indians predominantly favour Tirupati (82%), followed by Shirdi (59%). These preferences are largely influenced by the proximity of these destinations and a longstanding tradition of family travel to these pilgrimage sites.

Most religious tourists fall within the 25-44 age band, with those aged 25-34 visiting Haridwar the most, while the 35-44 age group preferring Ayodhya over other destinations.

A significant majority of visitors to Haridwar (61%) and Ayodhya (69%) were male, highlighting a notable gender skew among travellers to these destinations. This points to the need to make these destinations more inclusive and appealing to women tourists.

Religious tourism is predominantly skewed towards the affluent, as represented by NCCS A socio-economic class.

Recognizing the growing impact and importance of religious tourism, Kantar, the world’s leading data, insights, and consulting company is set to launch the Maha Kumbh Mela 2025 Report, uncovering the intricate dynamics of pilgrim’s behaviours and habits, offering actionable insights for brands looking to connect with this audience.

Kantar’s Maha Kumbh Mela report will shed light on the spending habits, preferences and travel patterns of the pilgrimages, uncovering trends that impact the local economy and the broader tourism industry. This study will also highlight how digital platforms and services, such as travel apps and online payment methods, are influencing the experience of religious tourism, reflecting the growing integration of technology in traditional practices.

Puneet Avasthi, Director, Specialist Businesses, Insights Division- South Asia, Kantar, said “As per Kantar’s TGI Report, religious tourism is a significant contributor to India’s tourism economy. These pilgrimage centres and congregations present unique opportunities for brands to connect with audiences in deeply meaningful ways. Our Maha Kumbh Mela Report will provide brand builders with actionable insights into consumer motivations, purchasing patterns, and engagement touchpoints in one of the world’s largest cultural events. By understanding the intersection of faith, culture, and commerce, brands can create authentic, impactful strategies that resonate with this diverse and growing audience.”