Ayodhya, Prayagraj, Varanasi most preferred spiritual destinations

Ayodhya, Prayagraj and Varanasi (all three in Uttar Pradesh) have been identified as the leading spiritual and tourist attractions for both domestic and international travellers, as revealed by a survey conducted during the Mahakumbh 2025. This survey, commissioned by the Department of Tourism and Culture and executed by Deloitte, a renowned global consulting firm, gathered insights from over 3,50,000 pilgrims, providing valuable information on travel behaviours and the economic impact of spiritual tourism. 

In terms of overall preferences, Ayodhya emerged as the top choice, with 22.55% of respondents selecting it as their favourite destination. Following closely was the Sangam in Prayagraj, which garnered 19.96% of the votes, while Varanasi received 12.72%. Other notable mentions included Mathura at 6.31% and Har Ki Pauri in Haridwar at 2.67%. This data highlights the significant interest in these locations among spiritual seekers and tourists alike.

Methodology 

The survey engaged a total of 352,388 pilgrims, including 1,093 international tourists from various countries such as the US, UK, Canada, Nepal, Australia and Fiji. Minister of Tourism and Culture, Jaiveer Singh, announced these findings, noting that the data collection for the “Maha Kumbh Spiritual Survey–2025” occurred from January 28 to February 26 at various locations in Prayagraj. He emphasised that the initiative aims to pinpoint key pilgrimage sites for targeted development in the future.

In response to inquiries regarding their most recent spiritual site visit, 27.32% of participants identified Ayodhya as their last destination, while 22.68% referred to the Sangam in Prayagraj. Additionally, 8.81% of pilgrims reported Varanasi as their last visited location, with 3.21% having travelled to Jammu & Kashmir and 3.05% to Mathura. 

Looking towards future travel plans, 32.57% of pilgrims expressed their intention to visit the Sangam in Prayagraj next. Furthermore, Ayodhya is anticipated to be the next destination for 12.46% of respondents, while 7.46% indicated Varanasi, 3.77% chose Mathura, and 3.20% mentioned Akshardham as a forthcoming site of interest. 

This data highlights the preferences of spiritual travellers, showcasing a significant inclination towards the Sangam in Prayagraj for future visits. The interest in Ayodhya and Varanasi also reflects the enduring significance of these locations in the spiritual landscape, as pilgrims continue to seek meaningful experiences at these revered sites.