In a landmark study conducted during the Maha Kumbh 2025, the Government of India’s ‘Maha Kumbh Spiritual Survey–2025’ has revealed that Ayodhya has emerged as the most preferred spiritual and tourist destination among both domestic and international visitors, followed by Varanasi and Prayagraj.
The extensive survey, carried out from January 28 to February 26, 2025, covered 352,388 pilgrims from across India and 45 countries, including 1,093 foreign tourists from nations such as the USA, UK, Canada, Nepal, Australia, and Fiji. It was conducted by Deloitte under the Ministry of Tourism and Culture, and implemented on the ground by the All India Institute of Local Self Government (AIILSG) at key locations in Prayagraj including Teliarganj, Jhunsi, Arail, and Parade Ground.
Key Insights:
- Ayodhya was the top overall spiritual destination (22.55%), ahead of Sangam in Prayagraj (19.96%) and Varanasi (12.72%).
- For previous visits, 27.32% had last visited Ayodhya, while 22.68% had visited Prayagraj’s Sangam, and 8.81% had been to Varanasi.
- Looking ahead, 32.57% of pilgrims plan to visit Prayagraj, (19.96%) and Varanasi (12.72%).
- In terms of previous visits, 27.32% of pilgrims had most recently visited Ayodhya, 22.68% had visited Sangam in Prayagraj, and 8.81% had visited Varanasi.
- For future travel preferences, Sangam led with 32.57%, followed by Ayodhya (12.46%) and Varanasi (7.46%).
Pilgrims spent an average of INR 5,877.63 during their visit, indicating a significant economic contribution to Uttar Pradesh’s GDP. Spending breakdown was as follows:
- Travel: 41.11%
- Accommodation: 16.64%
- Food: 11.24%
- Religious items: 11.08%
- Entertainment: 2.13%
- Shopping: 7.42%
- Miscellaneous: 10.38%
The survey also highlighted differences in travel preferences:
- Among domestic tourists, 40% travelled with family, 30.88% alone, and 29.13% with friends.
- Among foreign tourists, a majority (55.26%) travelled alone, 24.43% with family, and 20.31% with friends.
This first-of-its-kind initiative is expected to help both state and central governments in crafting data-driven tourism policies, enhancing infrastructure, and promoting spiritual tourism across India.
