Dr Md Javed Kawsar, a distinguished academic and Lecturer in Marketing here at the University of Salford’s Business School, recently presented a thought-provoking paper titled, “virtual pilgrimages: enhancing religious tourism through digital platforms and the impact on business” at the prestigious 3rd Asia-Pacific International Religious Tourism and Pilgrimage (IRTP) Conference.
The event, held in Goa, India, was jointly organised by the V. M. Salgaocar Institute of International Hospitality Education, and gathered experts from across the region to discuss emerging trends in religious tourism.
Exploring virtual pilgrimages
Javed’s paper explored the transformative power of virtual pilgrimages, where digital platforms enable individuals to experience spiritual journeys remotely. By utilising technologies such as virtual reality (VR), augmented reality (AR), and immersive 360-degree content, sacred sites become accessible to people worldwide, regardless of their physical or financial limitations.
This innovative approach aligns with the growing digital shift in various industries and was proven especially relevant during the COVID-19 pandemic when travel restrictions limited traditional religious tourism. Javed emphasised that virtual pilgrimages are not a replacement for physical visits, but a complementary and inclusive option that can cater to the needs of diverse populations.
Beyond the spiritual dimension, virtual pilgrimages present significant business opportunities. Javed highlighted how this digital approach can open new revenue streams for religious sites, tourism boards, and hospitality providers. By offering virtual tours, subscription-based experiences, and digital merchandise, stakeholders can create a robust and sustainable business model.
Furthermore, virtual pilgrimages have the potential to promote local economies by increasing interest in physical visits following the digital experience. Collaborative efforts between technology providers, tourism agencies, and religious institutions can pave the way for a more integrated and economically beneficial religious tourism landscape.
As religious tourism continues to evolve, Javed’s research offers a forward-thinking perspective on how technology can enhance both spiritual and economic experiences. The insights shared at the 3rd Asia-Pacific IRTP Conference have undoubtedly sparked new discussions and innovations in the field.