Gen Z covets Tamil Nadu temples

Tamil Nadu’s evolving inbound tourism landscape encompasses a spectrum of traveller preferences, spanning from medical and religious tourism to emerging trends like adventure and South Indian-style weddings. There is a growing trend for exploring religious tourism among Gen Z and millennials in the state, says Sriharan Balan, MD, Madura Travel Service.

Janice Alyosius

Sriharan Balan, Managing Director, Madura Travel Service, shares insights into the evolving landscape of inbound tourism in Tamil Nadu. While medical tourism holds primary position in the state’s inbound business, religious tourism also generates significant interest in leisure section, especially among foreigners, NRIs, and Tamil-origin people.

“Primary tourists into Tamil Nadu are for medical tourism, but concerning leisure travel, the second biggest influx is for religious tourism and temple visits. This encompasses not only foreigners but also a significant number of NRIs and Tamil-origin descendants who arrive for their yearly religious rituals. On the other hand, Europeans prefer to do longer, more relaxed tour of Tamil Nadu by visiting historical sites like Madurai, Velankani and Kazhugumalai, along with beachside experiences in Mahabalipuram and Kanyakumari. Asian travellers, including Koreans and Japanese, focus more on religious and astrological destinations such as Chidambaram and Tanjore,” he shares. Balan sees a growing trend for exploring religious tourism among Generation Z and millennials. He elaborates on rising interest in the historic value of temples and the allure of participating in rituals, particularly among tourists from Japan, Korea, and other parts of Asia. Dressing like locals and experiencing these cultural aspects have become popular and “Instagramable” for these younger travellers, he says.

Adventure tourism has also seen a surge in Tamil Nadu. “Post-COVID, we have observed an increase in tourists from Australia who prefer visiting Tamil Nadu for adventure tourism purposes and sea-based activities. Their primary requirements include high-quality hotels, translators, and well-maintained vehicles.
While the age group varies depending on the chosen activity, the majority falls within the 40 years and above bracket,” he reveals.

Balan highlights the government’s recent guidelines, boosting confidence among tourists and operators. The state offers a plethora of adventure activities, including sea-based adventures like scuba diving and surfing in Kovalam. “Biking trips to Kolli Hills and trekking opportunities in the Western Ghats have gained popularity among enthusiasts, primarily in the age group of 18-40. With over 25 accessible hill stations and the expansive terrain of the Western Ghats, Tamil Nadu offers an ideal trekking experience for enthusiasts,” he says.

Talking about inbound weddings, Balan emphasizes on the emergence of South Indian-style weddings. “Weddings have emerged as a significant game changer post-COVID. The way international content exposure expanded through platforms like Netflix and Instagram, Europeans are now enthusiastic about embracing the South Indian way of marriage ceremonies. Puducherry is attracting many French nationals seeking a blend of South Indian traditions with a beach wedding twist. Their preferences include having a priest to officiate the wedding and incorporating elements like elephants and horses (although the use of elephants is presently restricted by the Tamil Nadu government, yet arrangements have been made in Kerala). Despite limiting the guest list to 50-60 attendees, significantly smaller compared to the typical South Indian wedding, these ceremonies are executed beautifully,” he says.

“Challenges arise when requests for a temple wedding are made, as temples usually have restrictions for foreigners performing certain rituals within the temple premises. The buzz surrounding these weddings has only just begun, and we anticipate it to potentially become a market worth a minimum of US$10 million in Tamil Nadu alone by 2025,” he adds.

Balan believes that Tamil Nadu holds immense potential beyond temple tourism. He mentioned upcoming attractions like the Jallikattu stadium, which will elevate the tourism experience.