on location: international
kevin j. wright
Top 10 Religious Travel Trends
The president of the World Religious Travel Association looks at 2009, proclaimed the Year of Faith Tourism
Travelers contribute manpower on missionary trips.
IN RECENT YEARS THE religious
as Lourdes (France) witnessed a
National Tour Association (NTA) has
tourism and hospitality marketplace
record-breaking number of visitors.
seen its member tour operators in-
has evolved from a rather obscure
Many destinations, attractions and
crease their religious programs; 35 per-
niche market into an attention-grab-
events in North America also experi-
cent of them now offer religious tour
bing, $18-billion global industry. In-
enced a year of growth in faith-based
product. More operators will roll out
deed, faith-based travel today is in the
tourism.
(and/or expand) religious travel pro-
midst of a remarkable growth spurt.
What can we expect in 2009 for the
International travel by Americans
religious travel and hospitality market-
for religious purposes has doubled over the past five years and according to a
place? Consider the top 10 trends: More tour operators will debut reli-
grams in 2009. More travel agencies will become involved in selling to religious groups and travelers. The increase in tour op-
recent study by Menlo Consulting, this
gious travel programs. In the past five
erators offering religious programs (see
trend is expected to continue for an-
years, formal religious travel programs
previous trend) will result in a greater
other five years. Destinations such as
have been introduced by large tour op-
number of travel agents entering the
Israel, Jordan and Palestine enjoyed
erators like Trafalgar Tours,
faith tourism marketplace because
some of their best tourism years ever in
Mayflower Tours (Faithful Holidays)
there is more product available to sell.
2008. European pilgrimage sites such
and the Globus family of brands. The
18 February 2009
Cruise lines will devote more efforts LeisureGroupTravel.com
and products towards the faith-based market. Cruise companies are major beneficiaries of the recent growth in religious tourism, and more faith-based groups are choosing cruising as their preferred choice of a “fellowship vacation.” Companies such as Princess Cruises, Royal Caribbean, Monarch Classic Cruises and Steps of Paul Coastal Cruises have recently debuted or expanded ports of call in the Holy Land. Missionary travel and volunteer vacations will continue to surge in popularity. The number of people taking a “vacation with a purpose” has doubled in the past five years to two million Americans. One of the major drivers of this marketplace in the coming years
Cruise lines will devote more efforts and products towards the faith-based market.
will be travel agents. Although agents have traditionally steered clear of selling this type of vacation, more of them will begin offering missionary travel
fast-growing leisure group travel mar-
developed stellar reputations for their
and volunteer vacations due to in-
ket as well.
expertise in pilgrimage travel; these in-
creased assistance from wholesalers
Monasteries and retreat guesthouses
clude companies such as 206 Tours,
such as MTS Travel, Raptim Travel
will welcome an increase in visitors. As
Group IST (Journeys Unlimited and
and Lifetree Adventures.
2009 will be a year most likely filled
Regina Tours) and Unitours. In 2009
Tourist offices/boards and conven-
with uncertainty and increased anxiety
and beyond, we’ll see religious tour op-
tion and visitors bureaus will devote
across the world, many people will be
erators expanding their leisure product
more resources and personnel towards
searching for a place that provides sol-
offerings, from cruising and local get-
developing the faith-based travel mar-
ace and serenity. As a result, monaster-
aways to faith-based attraction visits,
ket. As religious group travel and
ies and retreat guesthouses are gearing
African safaris and volunteer vaca-
events continue to develop into a vital
up for a possible record-setting number
tions. In summary, we’ll see more reli-
source of new revenues and visitors,
of visitors; about 2.5 million North
gious tour operators debut leisure
we’ll see a growing trend of destination
Americans embark on a retreat each
travel programs – and we’ll see more
management organizations hiring a
year. To meet the growing demand,
of them cross-sell their various reli-
specific person or setting up a depart-
more publications are coming out on
gious and leisure travel products.
ment to oversee the religious market.
places of solitude and inspiration. This
One model is the Bahamas Ministry of
includes my guidebook, Europe’s
their products, services and sales/mar-
Tourism, which has a dedicated direc-
Monastery & Convent Guesthouses:
keting efforts to the religious market.
tor of religious travel in Linville John-
A Pilgrim’s Travel Guide (Liguori
Museums, amusement parks and the-
son. A second trend will include CVBs
Publications).
aters already welcome religious groups.
and regional tourist offices devoting
Religious tour operators will ex-
Attractions will further customize
However, many such attractions take
more resources towards attracting and
pand their product offerings into
the market for granted and do little to
developing not only the religious con-
leisure travel. Many leading religious
further draw people of faith. As the
ventions and meetings market but the
tour operators in North America have
potential of the religious marketplace
LeisureGroupTravel.com
February 2009 19
international
becomes more apparent, we’ll begin to see a change in how attractions cater to faith-based groups. Religious groups will continue to
million attendees today. Churches and faith-based organizations will launch travel programs in ever-increasing numbers. Approxi-
gather – no matter what the year
mately 50,000 of the 400,000 churches
ahead brings. If there is one tradition
and religious organizations in America
that cuts across all religions, it is this:
possess some kind of travel program.
people of faith like to gather. To look
One of the hottest trends in faith com-
at it another way, “community” lies at
munities is the hosting of a travel pro-
the very core of many faiths and reli-
gram (also known as “travel
gions. For this reason, it comes as no
ministry”). There is much greater
surprise that the religious market rep-
awareness in religious circles about the
resents about 16 percent of the meet-
benefits of combining faith, fun and
ings industry and is estimated to be
fellowship through travel. This aware-
twice the size of the business meetings
ness is being driven by expanded media
market. According to the Religious
coverage on the topic, growth of reli-
Conference Management Association
gious travel guidebooks, and the in-
(RCMA), the religious meetings mar-
crease in travel companies marketing
ket has grown from 4.4 million atten-
and selling directly to churches and
dees in 1994 to an estimated 15
faith-based organizations. LGT
20 February 2009
The Pyramids at Giza
LeisureGroupTravel.com
on our radar: international
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Spirituality brochure details five new
Nazareth, Jericho and Jerusalem; depar-
days from $1,995, visiting Rome, Assisi,
itineraries visiting the most inspirational
tures May-October.
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ice, Kalwaria Zebrzydowska,
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departures May-November. Catholic Portugal, Spain & France 12 days from $2,225, visiting
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22 February 2009
LeisureGroupTravel.com
TEL AVIV CELEBRATES Tel Aviv is marking its 100th anniversary with year-long celebrations that kick off April 4 with a massive concert in Rabin Square, complete with multi-media experiences and performances by international stars, the New Israeli Opera and Israel Philharmonic Orchestra conducted by Zubin Mehta. Founded in 1909 on sand dunes as a garden suburb of ancient Jaffa, Tel Aviv quickly burgeoned into a metropolis, styling itself as "the first Hebrew city in A classical concert at Tel Aviv's Mann Auditorium: the Israel Philharmonic, solo singers and a visiting choir.
two millennia." By the 1930s, architects escaping the Nazis were creating the wealth of Bauhaus buildings that gave Tel Aviv its unique look and caused the "White City" to be designated a UN-
novel approach to meeting the travel in-
covered trip for any reason, up to 48
surance needs of travelers embarking on
hours prior to departure.
mission trips, pilgrimages, volunteer va-
*Cruise, airline, and
cations, conferences and retreats. In addi-
tour operator default
tion to enhanced coverage options, the
coverage
Faith Travel Plan features specialized
Included in the plan is
concierge services to help customers who
a Faith Traveler’s 24-
may feel “out of their element” traveling
hour hotline with spe-
to religious destinations around the
cialized concierge
world.
services giving religious
The plan includes:
travelers convenient ac-
*Trip cancellation coverage up to
cess to worldwide reli-
$100,000 – High coverage limit if over-
gious destination
seas travel must be canceled for reasons
information, urgent mes-
such as sickness of religious pilgrimage
sage relay to friends and
traveling companion or financial default
worship leaders, and pre-
of mission tour operator.
trip health and safety ad-
*Children under age 17 at no additional charge *Medical evacuation – Medical cover-
visories. Emergency assistance services offer an around-the-clock
age (whether traveling in religious
travel hotline for finding
groups, individuals or families) that in-
alternative flight options,
cludes evacuation and transportation to
rebooking flights, replac-
the hospital of choice or home in the
ing lost travel docu-
event of an unforeseen incident.
ments, and making hotel
*Cancel for any reason – The Faith
and rental car reserva-
Travel Plan reimburses up to 50 percent
tions. [800-826-1300,
of the trip cost if the insured cancels a
travelguard.com]
LeisureGroupTravel.com
ESCO World Heritage Site. By the turn
February 2009 23
international
of the 21st century the city had become home to dozens of world-class restaurants, a fashion scene that combines Milan, Tokyo and New York, and a wealth of cultural institutions. "If Jerusalem is our Washington, D.C.," said Arie Sommer, Israel tourism commissioner for North and South America, "then Tel Aviv is our New York, the center of business, entertainment and all the excitement associated with a big city that is also a beach resort on the Mediterranean." Plans to revitalize the Shlomo Lahat Promenade, the long boardwalk stretching along the Mediterranean shoreline, have been announced. The estimated Qumran: The community buildings, where the Dead Sea Scrolls were written.
$75-million project will expand the promenade to 8½ miles all the way along the coast from Bat Yam through Jaffa and Tel Aviv to Herzliya. Upon
completion, the walkway will connect
considered the third most important
several of the city's parks and boast
site for Christian pilgrims to the Holy
new restaurants and
Land and holds significance in the
shops. [goisrael.com]
Jewish tradition as the place where the Children of Israel crossed the Jor-
HIKES IN THE HOLY LAND
dan River when they entered Canaan.
Israel has inaugurated the new Pil-
[goisrael.com]
grim's Route, a trail enabling travelers to hike to its Christian holy places.
ANOTHER SIDE OF ORLANDO
Along the route leading from
Christian groups in Orlando, Fla., will
Jerusalem to the Dead Sea, tourists
find 4,500 square feet of hands-on ex-
can visit the site that recalls the New
hibits, interactive media, games and
Testament parable of the Good
video presentations at Wycliffe Dis-
Samaritan, the Qumran caves and the
covery Center (formerly WordSspring
point in the Jordan River believed to
Discovery Center) on the campus of
be where Jesus was baptized by John
Wycliffe Bible Translators USA. Ex-
the Baptist.
hibits and videos focusing on the his-
The Good Samaritan site, located
24 February 2009
tory of the Bible, world cultures and
just off the highway leading from
languages, and ongoing work of Bible
Jerusalem to the Dead Sea, is home to
translations are designed for both
a Byzantine church built about 1,700
children and adults. A cafe is open for
years ago. The mosaic floor of the
lunch, and there is a gift shop. Tours
church was recently reconstructed by
of Wycliffe headquarters are available.
archaeologists. In addition, the bap-
[407-852-3626, wycliffe.org/
tismal site, located near Jericho, is
wordspring] LeisureGroupTravel.com
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