Unlocking the potential of South Africa’s spiritual tourism
For decades, South Africa has proudly marketed its abundant wildlife, breathtaking beaches, and lush vineyards to entice international visitors. Yet, beneath the surface, an often-overlooked tourism asset beckons: faith. In an era where religious and sacred tourism is soaring worldwide, South Africa finds itself at the cusp of a significant untapped potential that could drive economic growth and enrich local communities.
The sector of religious tourism, which has become one of the fastest-growing segments globally, generates billions each year, especially in regions like Europe and Asia. Here, pilgrimage destinations such as the Camino de Santiago illustrate how spiritual journeys can stimulate local economies, create jobs, and preserve cultural identities. However, Africa, with its profound spiritual diversity and heritage, has yet to harness this economic engine.
Researchers from the Tourism Research in Economics, Environs and Society (TREES) unit at North-West University are keen to change this narrative. Led by Prof Lisebo Tseane-Gumbi, Dr Walter Wessels, and Dr Michael Chambwe, the team is part of the SacredTravels4Growth initiative, funded by the European Union. The project aims to bolster higher education, tourism research, and sustainable development through religious and cultural tourism.
“The project’s vision goes beyond academia,” says Dr Wessels. “It recognises that pilgrimage routes and sacred heritage sites can foster sustainable tourism, local economic growth, and community empowerment.” This perspective challenges South Africa’s long-standing tourism model, which has largely focused on wildlife and nature, thereby exposing vulnerabilities to seasonality and intense competition from neighbouring destinations.
Religious tourism is distinct in that it transcends mere visitation. It influences entire community economies, especially in smaller towns and rural areas where high unemployment is prevalent. “Developing tourism infrastructure around sacred sites can lead to much-needed economic activity,” explains Dr Wessels. This ripple effect manifests as pilgrimage tourists require accommodation, meals, local transport, guides, and cultural experiences, allowing financial activity to permeate various localities rather than be siphoned off to luxury resorts.
A core mission of the SacredTravels4Growth project is nurturing local skills for tourism. Training programmes are designed to equip tourism stakeholders, municipalities, and local communities with the necessary expertise in religious tourism practices and marketing — aiming not only to inform but also empower local entrepreneurs.
The potential impact on rural communities is significant. As Dr Wessels points out, “New employment opportunities can arise through guided tours, food services, crafts, and cultural performances.” The strategy also flourishes on the foundation of diversification — South Africa boasts internationally recognised religious landmarks such as the Regina Mundi Church in Soweto, the Nizamiye Mosque in Midrand, and the Zion Christian Church pilgrimage to Moria. Yet, these have largely remained isolated attractions lacking integration into broader tourism offerings.
Inspired by the successful model of the Camino de Santiago, the researchers envision a future where South Africa’s sacred sites are connected into coherent tourism products that encourage longer visitor stays and greater spending across regions. “The pilgrimage route consists not just of single destinations, but of a network of towns, restaurants, and local businesses supporting their economies,” Dr Wessels explains.
Moreover, religious tourism tends to favour the support of local enterprises over large operators, an aspect that resonates well with sustainable development principles. “Community-based tourism models encourage local participation in planning and decision-making,” observes Dr Wessels, ensuring development remains socially equitable and environmentally responsible.
Crucially, universities can elevate the discourse surrounding pilgrimage tourism in Africa. While much research has historically focused on Europe and Asia, African contexts warrant tailored exploration. The TREES unit aims to carve out a niche in providing relevant knowledge and innovation to ensure that tourism development accurately reflects African narratives and benefits local communities.
In doing so, the project aspires to challenge the long-held notion that tourism is merely about scenic attractions — suggesting that true economic growth in South Africa could increasingly stem from the sale of meaning and experience.
If South Africa can weave its tapestry of churches, mosques, temples, and sacred spaces into coherent visitor experiences, the country stands poised not just to attract tourists but to invigorate local economies, safeguard cultural heritage, and diversify tourism — resolving to chart out a growth path that need not depend solely on constructing another luxury lodge.
