Middle East advised to focus on religious tourism sector

Industry experts are saying specialist travel operators in the Middle East should focus on capturing the potential of the religious tourism sector which is currently valued at $18 billion per year.

Currently, the majority of religious travel, tourism and hospitality, is driven by the Middle East with the sector contributing 11 percent in annual tourism growth.

However, Kevin J Wright, President of the World Religious Travel Association (WRTA) says that more travel alternatives need to be developed to capture the three billion people across the globe that has religious roots in the Middle East.

“Pilgrimages are not the sole driver of the religious market anymore and people of faith are increasingly seeking greater quality travel experiences across the full spectrum of sub-sectors which drive the industry” said Wright.

Affordability is a factor that Wright believes specialist travel operators must concentrate on.

“Investment...needs to be focused on surrounding infrastructures to ensure the increased visitors experience quality services at affordable prices”

The primary driver of the religious market is Saudi Arabia with over six million Islamic Hajj and Umrah pilgrims making their way to the Kingdom each year.

“In Saudi Arabia alone the religious tourism industry generates an estimated US$7billion annually and with the market expecting 20 percent growth in the coming years, tour operators, hotels and airlines are already tailoring products to tap into the religious market”

Jordan and Palestine were identified as growth markets by Wright, with 95 percent of tourism in Palestine religion-based and Jordan aiming to garner tourism revenues of up to US$2.4billion per year by 2010.

Similarly, Iraq’s religious sector is booming with the sacred shrine of Prophet Mohammad welcoming 8 million pilgrims a year.

It is these robust revenue streams that must be tapped into in order to weather the current economic storm according to Mark Walsh, Group Exhibition Director, Reed Travel Exhibitions - Organiser of Arabian Travel Market.

“Our industry is changing and tour operators and travel companies need to examine alternative business avenues to increase profits during these challenging times” said Walsh.

“The religious tourism market is one such possibility and remains extremely relevant to Middle East based operations”

Wright will conduct a seminar entitled ‘The New Era of Religious Tourism’ at the Arabian Travel Mart in May


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