An introduction to the modern-day religious travel and hospitality industry. Presented by Kevin J. Wright, WRTA president, at the Arabian Travel Market.

1. The New Era of Religious Tourism
Presentation at
Kevin J. Wright the Arabian Travel
President - WRTA Market, May 2009
World Religious Travel Association
Dubai, UAE

2. Religious Tourism…
One of the great stories of the travel industry
(and possible the greatest).

3. Religious Tourism is all around us –
And has been since the beginning of travel.

4. Religious tourism carries special significance
throughout The Middle East.

5. Opportunities also abound throughout the world.

6. To summarize…
Religious Tourism is a key cornerstone
of the travel industry...and it should be a key
cornerstone of your organization.

7. Only 1 Point to Remember…
Every organization should have a
Religious Travel Department
….or at least a Religious Travel Market
outreach/strategy.

8. 4-Steps to your new
Religious Travel Dept. (or Outreach Campaign)
•Who should have a Religious Travel Department?
•Why have a Religious Travel Department?
•What is the “New Era” of Religious Tourism?
•How can your organization successfully implement a
Religious Travel Department effectively & immediately?

9. Let’s begin….

10. 1. Who should have a Religious Travel Department?
Answer: Every sector of the travel industry.
Wholesalers Destinations Hotels/Resorts
Tour Operators DMOs Lodging facilities
Ground operators Tourist boards Convention centers
Receptive operators Attractions Cruises/River boats
Incoming operators Museums Water transportation
Safari operators National parks Motorcoach operators
Travel agents Nature reserves Airlines/Airports
Leisure travel Suppliers Air service companies
Adventure travel Retailers Train/rail service
Active travel Insurance companies Car hire/rental cars
Event services Online travel Restaurants
Restaurants Publishing Associations (travel/trade)

11. Who is involved in (and can service) the
Religious Travel & Hospitality Marketplace?
Destinations/DMOs
Travel wholesalers
Religious Travel & Travel agents
Hospitality Marketplace Transportation
Hotels/lodging
Attractions
Suppliers
Any other sector of
the travel industry

12. Examples and Stories….

13. 2. Why have a Religious Travel Department?
Religious travel and hospitality…
 is a permanent market (not temporary).
 is in a period of extensive growth.
 buyer motives (reasons for purchasing) are different.
 buyers travel for a variety of purposes (multi-dimensional marketplace).
 buyers travel in groups (the market comes in large numbers).

14. Religious Tourism #’s from around the globe
Trips taken by religious groups 600 million
Global religious travelers 300 million
Religious tourism in Saudi Arabia USD $7 billion
Religious tourism in Palestine 95% of tourism
revenues
Religious tourism in Italy USD $4.5 billion
Attendees at religious conventions,
meetings, events in North America 15 million

15. 3. What is the “New Era” of Religious Tourism?
Top 5 Myths and Facts of the Marketplace…
(The facts are your “revenue generators” - and
will change the way you do business with the Religious Market)

16. Myth and Fact #1
Religious tourism….
 MYTH: Comprises only (religious) tour operators.
 FACT: Comprises every sector and supplier of the travel industry.

17. Myth and Fact #2
Religious tourism….
 MYTH: Comprises only one form of travel interest (pilgrimage).
 FACT: Comprises a wide variety of travel and events.

18. Religious Tourism today
comprises the following…
1. Travel to a religious destination (Religious pilgrimage).
6.Travel to a religious gathering (Religious meetings, events, conventions).
8.Travel for leisure purposes by a religious group (cruise, sightseeing, group
touring, entertainment, adventure, safari, visits to attractions, and more).

19. Myth and Fact #3
Religious tourism….
 MYTH: Comprises only the “older” population.
 FACT: Comprises all age groups.

20. Myth and Fact #4
Religious tourism….
 MYTH: Comprises only “budget” travel/events.
 FACT: Comprises a desire for quality travel products and
event services.

21. Myth and Fact #5
Religious tourism….
 MYTH: Comprises an insignificant amount of
travelers, revenues, and business.
 FACT: 1. Comprises a very important and significant amount of
travelers, revenues, and business for the global industry
2. Also serves as a key cornerstone of business for those
organizations who cater to the market.

22. Religious Tourism has gone from niche to
MASS MARKET

23. Examples and Stories….

24. 4. How can your organization successfully
implement a Religious Travel Department
(or Religious Travel Market Outreach)
– effectively & quickly?

25. Your 5-Step Building Plan…
Research and learn about the Religious Market – and its opportunities.
Put together a Business Plan (about the Religious Market) including
product, sales, marketing, public relations, and operations.
Make a company decision to sell to the Religious Market.
Designate/dedicate staff (or department) to the Religious Market.
Execute and implement the Business Plan.

26. What should your
Religious Market Business Plan include?
•How to cater to the multi-dimensional travel interests/needs of the Religious
Market.
•How to cater to all age groups within the Religious Market.
3. How to emphasize and highlight the Quality of your products and
services.
•How to budget for “x” amount of new revenues through the Religious Market.

27. Your Religious Market Business Plan Should Also Include…
•PRODUCT: Why type of product and service experience will you
provide religious travelers/event attendees?
•MARKETING: How will you market to religious travelers and
event attendees?
•SALES: What type of sales program and initiatives will you launch
in order to develop and expand your religious market clientele?
•PUBLIC RELATIONS: Why type of public relations and promotional
campaign will your organization adopt towards the Religious Market?
•ADVERTISING: How and where will you advertise to attract
the Religious Market?

28. Examples and Stories….

29. Let’s circle back to the beginning
of my visit with you…

30. Only 1 Point to Implement…
Every organization should have a Religious
Travel Department
….or at least a Religious Travel Market
outreach/strategy.

31. By doing so, what can you expect in return?
 New revenues
 New (and expanded) clientele base
 New “pillar” for your organization structure

32. Opportunities Moving Forward…

33. World Religious Travel Expo 2009
The Most Important Meeting and Event
in Religious Travel and Hospitality
600+ attendees from 30 countries
November 14-16, 2009
Reno, Nevada (USA)
www.WRTAexpo.com

34. World Religious Travel Association
Shaping a New Era of Leaders in Religious Travel and Hospitality
www.WRTAreligioustravel.com
www.WRTAexpo.com