Varanasi: In a major recognition of India’s spiritual heritage, Varanasi has been ranked the second most sought-after religious destination in the world, according to a recent global study conducted by My Cross, a platform that analyzes faith-based tourism trends.
The study evaluated cities based on five key parameters — annual visitor numbers, number of religious sites, online search volume, social media mentions, and available accommodations. Each destination was assigned a normalized score on a scale of 1 to 100.
Varanasi secured a score of 78, placing just behind Kyoto, Japan, which topped the list with a perfect score of 100. While Kyoto leads in annual footfall with over 75 million visitors and boasts the highest number of religious sites, Varanasi topped the chart in online search volume with nearly 2.8 million monthly searches — the highest among all destinations surveyed.
Despite receiving a comparatively modest 11 million annual visitors, Varanasi offers 1,149 accommodations, nearly double that of Kyoto, highlighting the city's robust hospitality infrastructure and its readiness to welcome more pilgrims and tourists. The city's spiritual significance, especially for Hindus who seek a holy dip in the Ganges or perform ancestral rites on its ghats, continues to attract global attention.
Uttar Pradesh Tourism Minister Jaiveer Singh hailed the report as a validation of the government's focus on promoting spiritual tourism. "It is a matter of great pride that Varanasi has been recognized globally as the second most sought-after religious destination," Singh said.
"The government's dedicated efforts under the leadership of Chief Minister Yogi Adityanath to promote religious tourism, improve infrastructure, and showcase our spiritual heritage are clearly bearing fruit. We are committed to further developing Varanasi as a global spiritual and cultural hub."
Vatican City came in third with a score of 70. Although it has just nine religious sites, the seat of Catholicism offers the most accommodations — 3,859 — and remains a focal point of faith for millions globally.
Ramesh Singh, a veteran tour operator based in Varanasi, echoed the sentiment.
"We have seen a noticeable increase in inquiries from international tourists in the past year," he said. "People from across the world are not just coming for religious reasons but also to explore the culture, music, and ancient traditions of this sacred city. The improved infrastructure, riverfront beautification, and spiritual events like Ganga Aarti have enhanced the experience."
The top ten destinations in the My Cross study also include Rio de Janeiro (Brazil), Lhasa (Tibet), Mecca and Madinah (Saudi Arabia), Jerusalem (Israel), Siem Reap (Cambodia), and Canterbury (UK).
A My Cross spokesperson noted, “Religious tourism is increasingly blending spiritual traditions with modern-day travel. The most successful destinations will be those that respect their sacred roots while embracing the needs of today’s global traveler.”
With Varanasi shining on the world map, India’s religious tourism sector is poised for further growth, balancing tradition with transformation.
