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      “Faith and Flow: Navigating Crowds in India’s Sacred Spaces” is a comprehensive thought leadership report by KPMG in India, developed in collaboration with the PHD Chamber of Commerce and Industry (PHDCCI). This study explores the evolving challenge of crowd management in India’s spiritual tourism sector, which is experiencing rapid growth. With over 2 million temples and religious tourism expanding from 105 million visitors in 2020 to 1,439 million in 2022, India’s sacred spaces continue to serve as vibrant centers of faith, culture, and community.

      This growth, while promising, brings important considerations around safety, accessibility, and visitor experience, underscoring the need for structured and forward-looking crowd management strategies. The spiritual tourism market is projected to grow at a CAGR of 18.2 per cent, with events like the Maha Kumbh Mela 2025 attracting 66 crore attendees. Popular destinations such as Ram Mandir (135.5 million visitors in 2024), Kashi Vishwanath (28.6 million), and Tirupati (25.5 million) highlight the scale and complexity of pilgrim movement. Without robust systems, these gatherings face risks of overcrowding, health challenges, and logistical strain. The report emphasises that effective crowd management is not merely an operational requirement, it is essential for enhancing safety, improving visitor experience, and supporting the sustainable growth of spiritual tourism in India.

      Key highlights of the report include:

      • Pilgrim movement analysis and trends

        Detailed insights into visitor patterns, including festival-driven surges, high annual footfalls, and the growing participation of younger demographics

      • Spatial flow challenges and bottlenecks

        Identification of capacity-sensitive areas, two-way traffic in narrow corridors, and ritual-centric congregation points that create congestion during peak periods

      • Safety, health, and infrastructure gaps

        Assessment of risks such as inadequate sanitation, limited surveillance coverage, and legacy infrastructure that cannot accommodate modern crowd volumes

      • Behavioural and cultural considerations

        Emphasis on multilingual communication, culturally sensitive planning, and volunteer engagement to manage diverse pilgrim behaviors effectively

      • Integrated crowd management framework

        A five-pillar strategy covering pre-arrival planning, on-ground infrastructure, technology-enabled surveillance, centralized command centers, and post-visit engagement

      • Technology-driven solutions

        Recommendations for AI-powered CCTV, IoT sensors, RFID tracking, digital twins, and mobile apps to enable real-time monitoring and predictive analytics

      • Policy and institutional enablers

        Defined roles for state tourism boards, HR&CE departments, and urban local bodies, supported by data-sharing frameworks and standardized SOPs

      • Financing and investment models

        Exploration of funding through temple board surpluses, CSR initiatives, and Public-Private Partnerships (PPPs) for sustainable infrastructure and technology adoption

      • Economic and employment potential

        Spiritual tourism is projected to reach USD59 billion by 2028, creating 100 million jobs and driving opportunities in areas such as smart mobility, surveillance, and digital services

      • Phased implementation roadmap

        Short-term actions like digital ticketing and AI surveillance, medium-term measures such as GIS mapping and integrated platforms, and long-term strategies including AI-based simulations and a national framework for spiritual infrastructure planning

      The report draws on successful models from Tirupati’s RFID-enabled systems, Sabarimala’s Virtual-Q platform, and Kashi Vishwanath’s app-based planning, which demonstrate how technology can streamline pilgrim flow and enhance safety. Global examples such as Vatican City’s multi-stage dispersal model and Japan’s Senso-ji Temple zoning strategies provide additional insights into managing high-density gatherings through structured pathways, volunteer stewardship, and predictive planning.

      In conclusion, the “Faith and Flow” report serves as a strategic blueprint for transforming India’s sacred spaces into safe, inclusive, and digitally empowered destinations. By integrating predictive technologies, policy frameworks, and human-centric design, it ensures that spiritual tourism evolves sustainably, enhancing pilgrim safety, cultural integrity, and economic growth. This approach positions India as a global leader in smart spiritual tourism, where faith and technology converge to create a secure and enriching experience for millions of devotees.

       

      Faith and Flow: Navigating crowds in India’s sacred spaces

      A strategic framework to transform crowd management and pilgrim experience in India’s sacred spaces through technology, policy, and human-centric design

      Download the report (5.6 MB)
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      Key Contact

      Aalap Bansal
      Aalap Bansal

      Partner, Co-Lead – Tourism, Sports and Leisure Practice

      KPMG in India

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