Adrián Nelso Lomello
When faith drives the local economy: Religious Tourism as an engine for small towns
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Adrián Nelso Lomello
Cuando la fe impulsa la economía local: el turismo religioso como motor en los pueblos
This tourism segment must be recognised and supported by governments and business organisations in all countries. Likewise, international bodies linked to tourism should consider including this segment in global work agendas because of its major contribution to the development of communities.
In towns where devotion meets tradition, religious tourism is no longer just a spiritual act but also a powerful economic driver. Destinations that only a few decades ago lived at the slow pace of community life now see how pilgrims, visitors and worshippers boost businesses, create jobs and transform the local scene.
In rural and semi-rural areas, the arrival of faith-motivated groups triggers a value chain that goes far beyond the mass or the procession: hotels, restaurants, transport, handicrafts and auxiliary services all gain new prominence.
According to a study for the region of Aragon (Spain), religious tourism generated an impact of 187 million euros per year thanks to the flow of visitors to sanctuaries, Marian routes and celebrations with Christian roots. In the same way, a recent report indicates that in Argentina faith-based tourism moves around 7 million people annually just in the city of Luján, home of the country’s Patron Virgin, which translates into foreign currency inflows and local stimulus.
For these towns, often characterised by small and seasonal economies, this transformation represents a unique opportunity. During festivities, hotel occupancy can approach 100%; local shops double or triple their activity; and transport services to religious sites record peak demand. A clear example is provided by Mexico: in Holy Week 2025, the economic spillover attributable to religious tourism exceeded 300 billion pesos, with occupancy close to 90% in destinations with a strong faith-based identity.
But the impact is not limited to the most visible figures. Religious tourism also promotes productive diversification in the town. When visitors arrive, they also expect traditional cuisine, local crafts, guides and higher-quality services. This drives improvements in infrastructure, basic services and the professionalisation of the destination. A conceptual analysis states that faith-based tourism “has become an engine of economic development for cities that receive travellers to sites of faith”, generating new income and employment opportunities in host communities.
The global scale of the phenomenon underscores this: it is estimated that around 300 million people travel every year for religious or spiritual reasons, which represents nearly 20% of international tourism. This opens up a wide range of possibilities for towns: positioning themselves as faith destinations, adapting their tourism offer and generating local value with identity.
Of course, not everything happens automatically or without challenges. For religious tourism to be sustainable and truly benefit the host community, planning is essential: preserving cultural and spiritual heritage, ensuring that the benefits reach the local fabric (and not just large operators), and avoiding a situation where the very identity of the place is overshadowed by a poorly managed tourism offer.
Ultimately, when towns embrace devotion as part of their tourism offer, they not only honour a tradition but also activate a renewed economic dynamic. In that intersection between the spiritual and the productive, they find a path towards greater vitality, new opportunities and a future where faith also drives local development.
Finally, religious tourism must be recognised as a specific segment by governments and business associations in all countries. Likewise, international organisations linked to tourism should consider including this segment in global work agendas.
Author: Adrián Nelso Lomello
Territorial Director for the Americas
World Religious Tourism Network
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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