Beyond Religious Sites: Faith-Based Travel Has Evolved

For travel agents interested in exploring new niche markets, faith-based travel could be heaven-sent.

A growing market estimated at a whopping $50 to $100 billion per year, faith-based travel encompasses different travel styles while catering to a loyal base of travelers across all genders, ethnicities, ages and religious persuasions.

It has also evolved into secular travel experiences beyond pilgrimages and trips to religious sites.

Travel Market Report spoke with Karla DiNardo, interim executive director of the Faith Travel Association (FTA), a subsidiary of the National Tour Association (NTA), to learn more about the faith-based travel boom.

Why was the Faith Travel Association created?
DiNardo: The Faith Travel Association launched in January 2014 to serve as the preeminent business-building resource for travel professionals, organizations and sites engaged in faith-based travel worldwide.

Our primary mission is to facilitate more business for our travel trade members. Our membership includes 147 companies.

We facilitate connections with travel agents, tour operators, destinations, supplier organizations, and faith leaders —including priests, ministers and rabbis— to provide the insight and expertise they need to tap into the faith-based travel market.

How big is the faith-based market?
DiNardo: It’s estimated to be between $50 and $100 billion and growing steadily. For example, in 2012, the number of Muslim travelers performing the Hajj pilgrimage in Saudi Arabia reached 12 million and estimated tourism expenditures approached $16.5 billion. Israel’s travel market is estimated at about $3 billion, as is Jordan’s.

Our members report that business remains very strong this year, and for many 2015 is expected to be one of their best years.

What kinds of trips encompass faith-based travel?
DiNardo: Faith-based tourism includes traditional pilgrimage and mission trips around the world—and so much more. It comprises visits to attractions, even those you might not consider faith-based, such as trips to theme parks or trips to New York to see Broadway musicals.

Faith-based travel does not have to include a religious setting or discussion. But it’s not uncommon for a trip to include elements of both, such as time for morning devotions and evening prayer, leaving the day free for tours and leisure activities.

How have faith-based tours changed in recent years?
DiNardo: Faith-based travel continues to become more leisure-oriented. We see this in two different ways: people of faith are choosing more leisure-based trips and non-religious attractions such as a congregation outing to a local theme park or professional sports event.

What about young people? Are they a large part of faith-based travel?
DiNardo: In the U.S. alone, there are 30,000 private schools—primarily of Catholic, Christian and Jewish faiths—with five million students, many of which schedule faith-based trips on a regular basis.

Of course, the total size of the youth and young-adult faith-based travel market is much larger when we take into account all students, including those attending public schools, who participate in faith-based trips offered through their congregations of faith.

Which religious groups big consumers of faith-based travel?
DiNardo: U.S. faith-based travel numbers largely mirror the demographics of the U.S.

Approximately 95% of the U.S-based faith-based market is Christian, about two-thirds is Protestant and the remaining one-third is Catholic. Less than 5% is Jewish, and all other faiths comprise about 1 to 2% of the total faith-based market.

Are you seeing more group or individual faith-based travel?
DiNardo: Statistically speaking, about three in four faith-based travelers embark on journeys within a group. Based on discussions with our members, we’re seeing more people turning to group travel for faith-based trips.