Top Ten Emerging Group Destinations by Premier Travel Media

on religious travel ❖

kevin j. wright

Notre Dame Basilica (left) is one of the jewels of Montreal. Below: Las Lajas Cathedral, a shrine in Ipiales, Colombia.

Top

Emerging Destinations in Faith-Based Tourism

The Caribbean port city of Cartagena is one of Colombia’s chief tourist draws. © iStockphoto.com/Nelson Mejia

The president of the World Religious Travel Association identifies places ripe for religious tourism, from hidden gems to future hotspots sk the average traveler to name some global magnets in religious tourism and you’ll get answers like Israel, the Vatican, Mecca, Lourdes, Fatima and Martin Luther sites in Germany. But what if you ask the same

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person to name several emerging destinations in the faith-based travel market? You will most likely get a “deer in the headlights” expression. This is not good because it’s essential for both the trade and consumer to know which

destinations are on the horizon for faith-based travel. Why? The seller can begin to integrate these places into his respective portfolios, while the buyer can discover new possibilities to choose from and explore. February 2010 21

on religious travel ❖ the leading countries for religious travel.

COLOMBIA Colombia is an up-and-coming destination for the leisure traveler. As a country in which religion plays a vital role, Colombia is perfectly positioned to become a prominent player in the faith tourism marketplace. Home to a multitude of significant A journey to India is not complete without a visit to the iconic Taj Mahal in Agra. shrines, Colombia boasts pilARMENIA grimage sites that rival destiArmenia, in the Caucasus nations like Lourdes for its stories of Hariri recently recognized this fact region of Southwestern healings and miracles. when he affirmed that promoting Asia, is the embodiment The South American country is tourism – especially religious tourism – of what it means to be an emerging ideal for faith-based adventure trips, would be one of his government’s primissionary work volunteer vacations, refaith-based destination. The country orities. Nada Sardouk, director general treats and meetings. is off the radar of the average North of Lebanon’s tourism ministry, emphaAmerican traveler, yet it possesses sized the point by speaking about the some of the most enviable religious LEBANON “human and economic importance of travel attributes of any place on earth. Another destination that is boosting religious tourism.” Based on Armenia is featured in the first book not intuitive as a hotspot this new commitment, the Lebanese of the Bible and it’s where you can view for the North American retourism office recently debuted a book Mt. Ararat, the site where Noah’s Ark ligious traveler is Lebanon. However, entitled The Paths of Faith, featuring 20 landed, according to Genesis 8:4. In adthings are changing. roads leading to Christian and Muslim dition, Armenia has the distinction of Similar to other countries in the shrines, along with a film highlighting being the first country to adopt the Holy Land, Lebanon shares a rich relithe beauty of the sites. Christian faith (301 A.D.) and being gious heritage. Prime Minister Saad evangelized by two of Jesus’ SYRIA apostles (Bartholomew and Lebanon and Syria Thaddeus). Ancient monasterseem to go hand-inies are among its top attractions. hand. Both countries Armenia serves not only as lie in the Holy Land, yet often an ideal pilgrimage destination, remain forgotten as biblical but also offers a multitude of travel destinations. However, travel experiences for people of thanks to Pope John Paul II’s faith, including mission trips, visit to Syria in 2001, faithvolunteer vacations and culbased travel has been on the uptural/historic touring. Armenia swing. This increase has not has recently begun reaching out gone unnoticed by the Syria to the faith-based travel marMinistry of Tourism, which reketplace. As such, it’s only a cently began promoting the matter of time until Armenia is Mount Ararat, located in modern-day Turkey, is visible country as a destination for reliproperly catalogued as one of gious travelers. from Yerevan, the capital of Armenia.

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That leaves us with the task of answering the following three questions: Which places are up and coming in religious tourism? Which destinations still remain hidden gems in the religious market? Which sites will one day become the preferred choices of the religious traveler, yet still need to be developed and branded as such? With the above in mind, I am eager to share with you my Top 10 list of emerging faith-based destinations for 2010 and beyond:

Among places of interest for pilgrimage travelers is Damascus, where Apostle Paul experienced his conversion. Other sites include Maaloula and its monasteries, where the language of Jesus (Aramaic) is still spoken. INDIA No list of emerging faithbased destinations would be complete without India. Although India serves as a religious travel destination for its local population (India’s 230 million tourist trips are comprised mostly of religious pilgrimages), the country’s status as a faithbased destination has yet to reach the shores of North America. However, the India Ministry of Tourism is beginning to make inroads. As India is home to prominent pilgrimage sites representing virtually every major religion, it has the potential to become a leader in faith tourism.

PALESTINE One might wonder why Palestine makes the list, considering several of its cities, such as Bethlehem, Jericho and Jerusalem, can be found on many Holy Land itineraries. The reason: Despite the fact that a large majority of Palestine’s tourism revenues comes from religious travelers, Palestine remains relatively untapped as both a “brand” and destination. How can that be? Most itineraries include only brief visits to the popular religious sites of Palestine along with few, if any, overnights. However, thanks to recent marketing efforts of the

CYPRUS Although usually not considered a “first in mind” choice among faith-based travelers, Cyprus is quickly changing this paradigm. Churches carved from granite make the town of Several years ago, the Cyprus Lalibela one of Ethiopia’s holiest destinations. Tourism Organisation made a strategic decision to capitalize on its Ministry of Tourism and Antiquities, treasure chest of ancient churches, magPalestine is poised to see both visitor nificent monasteries, famed religious and overnight numbers increase draicons/artifacts and key pilgrimage sites. matically in the near future. More tour operators and travel providers than ever before are integratETHIOPIA ing Cyprus into their religious portfoYou may be surprised to lios, resulting in a growing number of learn that Ethiopia has pilgrimage visitors. Among the most tremendous potential in popular experiences is following in the faith-based tourism. However, the reafootsteps of Apostle Paul, who visited sons are many. For one, the biblical Ark the island around 45 A.D. This is just of the Covenant is said to reside in a one of the many reasons you’ll find 25 chapel in Axum, Ethiopia. Secondly, religious itineraries featured on the ofAxum lays claim to once serving as one ficial Cyprus tourism website. of the largest Christian kingdoms out-

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side the Roman Empire (in the fourth century). Thirdly, Ethiopia is home to one of the world’s most extraordinary sacred sites: 11 rock-carved churches in the small town of Lalibela. Lastly, it’s impossible to discuss Africa’s role in faith tourism without discussing the new trend of church groups embarking on faith-based African safaris. POLAND The popular Pope John Paul II, who was originally from Poland, will soon be declared a saint by the Catholic Church. Once this momentous event happens, Poland will quickly emerge as a leading destination in faith tourism, as people from around the world will travel in droves to see the boyhood home of Pope John Paul II and follow in his footsteps. The countdown is on to Pope John Paul’s canonization, an event that will change Polish tourism forever.

QUEBEC, CANADA In 2010, this destination will most likely grab more headlines in religious tourism than anywhere else. The reason? Montreal will serve as the host city to the World Religious Travel Expo from Nov. 13-15. Quebec province is home to several world-famous shrines and pilgrimage sites, including Basilica of St. Anne-de-Beaupre (Quebec City), St. Joseph’s Oratory of Mount Royal and Notre Dame Basilica in Montreal, and Basilica of Our Lady of the Cape in Cap-de-la-Madeleine. So mark your calendars…2010 will be the turning point for Canadian religious tourism. LGT

Kevin J. Wright is president of the World Religious Travel Association. Contact: 888-255-9782, kwright@wrtareligioustravel.com, wrtareligioustravel.com.

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on religious travel ❖ Religious News ON STAGE IN TENNESSEE The Miracle Theater in Pigeon Forge is adding a lavish production of the Broadway hit Joseph and the Amazing Technicolor Dreamcoat for the 2010 season. It opens Feb. 12 and will be joined by the theater’s original production on the life of Jesus, The Miracle, on March 12. A third show, Exalt, completes the schedule on selected dates. Exalt is a celebration of hymns, Southern gospel, contemporary Christian hits and today’s worship songs. (865-428-7469, miracletheater.com) CHINA’S JEWISH HERITAGE Travel With Jacob, a division of Isramworld, offers “Splendors of China,” a two-week tour that spotlights China’s Jewish history. The May 23 and Oct. 3 departures are led by Jacob Shoshan, an

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College of Hebrew University, and a tour director and lecturer for the Geographic Society, Israel. Other twoweek Travel with Jacob programs in 2010 visit Morocco, Spain, Eastern Europe, Russia and the Baltics, India, South America and Israel. (800-2214695, travelwithjacob.com)

The story of Joseph debuts in February at the Miracle Theater.

Israeli who presents in-depth discussions of Jewish history, philosophy and culture. Highlights include the site of the 2008 Summer Olympics, the Forbidden City, Great Wall of China and Terra Cotta Warriors of Xi’an. Meals include Shabbat and farewell dinners with wine, dinner at Beijing’s only kosher restaurant and a kosher lunch in Shanghai. Other meals are not kosher, but menus omit pork and shellfish. Vegetarian and dairy meals are easily arranged. Land rates start at $4,495, double occupancy. Guests may end the tour with an optional visit to Hong Kong. Shoshan is fluent in 15 languages and has led tours in 65 countries. Born in Jerusalem, he is a licensed guide in Israel, a teacher and lecturer at Tour Guide

MILWAUKEE MUSEUM EVENT The Milwaukee Public Museum features the exhibition Dead Sea Scrolls and the Bible: Ancient Artifacts, Timeless Treasures through June 6. The largest temporary exhibit ever produced by the museum will feature more than 160 objects and manuscripts to tell a story 2,000 years in the making. Visitors witness actual Dead Sea Scrolls and other early biblical artifacts to learn how transmission of these early writings has shaped the beliefs of Judaism and Christianity and influenced aspects of Islam. Dead Sea Scrolls and the Bible explores the archaeological history of the Holy Land during the period the Scrolls were written. The exhibit tracks the discovery of the first Scrolls in the 1940s and subsequent realization of their significance. A fragment of the Copper Scroll is shown alongside the only known scroll-type manuscript on stone, the recently discovered Jeselsohn Stone - “Gabriel’s Revelation,” and a reproduction of the 23-foot-long Great Isaiah Scroll, one of the earliest and most complete scrolls found. Also featured are pages from rare medieval Bibles as well as early printed Bibles. In addition, there are photographs, videos and children’s interactive stations, plus architectural reconstructions evoking the Holy Land. The exhibit ends with a local connection through one-time Milwaukee resident and former Israeli prime minister Golda Meir. (mpm.edu) LeisureGroupTravel.com