Ayodhya Ranks Top Among Spiritual Destinations, Survey Reveals

A recent survey conducted during the Mahakumbh 2025 has revealed Ayodhya as the most preferred spiritual destination in India, followed closely by Prayagraj and Varanasi. The findings, based on responses from over 3.5 lakh pilgrims, including international tourists, reflect a clear shift in spiritual travel preferences.

The Maha Kumbh Spiritual Survey–2025 was carried out by global consulting firm Deloitte on behalf of the Department of Tourism and Culture, capturing insights between January 28 and February 26 at key Mahakumbh locations in Prayagraj. Among all destinations, Ayodhya came out on top, chosen by 22.55 per cent of respondents. The sacred Sangam in Prayagraj followed at 19.96 per cent, with Varanasi earning 12.72 per cent of the vote. Mathura stood at 6.31 per cent and Har Ki Pauri in Haridwar at 2.67 per cent.

Minister of Tourism and Culture, Jaiveer Singh, announcing the findings, said, “The initiative aims to identify key pilgrimage locations for focussed development in coming years.” 

The report also showed Ayodhya as the most recently visited spiritual site for 27.32 per cent of pilgrims. For future travel, Prayagraj led the list, with over 32 per cent of participants expressing intent to visit the Sangam next.

In total, 3,52,388 people took part in the survey, including 1,093 foreign visitors from countries such as the UK, US, Nepal, Australia, Canada and Fiji. Spending patterns were also analysed, showing each pilgrim spent an average of Rs 5,877.63, signalling a strong economic impact for the region.

The data revealed key travel behaviours as well. Most domestic pilgrims travelled with family (40 per cent), while 30.88 per cent travelled alone. Foreign tourists were more likely to journey solo, with 55.26 per cent reporting they travelled independently.

Spiritual tourism continues to grow as a major contributor to the state’s economy, with Ayodhya leading the way as both a spiritual and cultural hub.