For decades, South Africa has marketed itself to the world through wildlife, beaches and vineyards. Yet, one of its most significant untapped tourism assets attracts millions of people every year while remaining largely absent from national tourism strategies: faith, reports Potchefstroom Herald.

Religious and sacred tourism has quietly emerged as one of the fastest-growing segments of global travel, with pilgrimage destinations generating billions of dollars annually. Europe has long capitalised on this, and Asia has built thriving visitor economies around its temples and sacred sites. Africa, despite possessing extraordinary spiritual diversity and hosting some of the world’s largest religious gatherings, has yet to unlock similar economic value.

Researchers from the Tourism Research in Economics, Environment and Society (TREES) unit at North-West University believe this is set to change.

Prof Lisebo Tseane-Gumbi, Dr Walter Wessels and Dr Michael Chambwe are participating in SacredTravels4Growth, an Erasmus+ initiative funded by the European Union.

The project seeks to strengthen higher education, tourism research and sustainable development through religious and cultural tourism, but its ambition extends well beyond academia.

“The project recognises that pilgrimage routes, sacred heritage and religious destinations can contribute to sustainable development, local economic growth, cultural preservation, community empowerment and intercultural understanding,” Wessels explains.

This observation challenges the traditional tourism model. South Africa has long depended on wildlife and nature-based attractions; while successful, this reliance leaves the country vulnerable to seasonality, shifting travel patterns and increased competition from neighbouring destinations.

The economic multiplier

“Many sacred sites are located in smaller towns and rural communities, which often experience high unemployment and limited economic activity,” says Wessels. “Developing tourism infrastructure around these sites can stimulate local economies.”

Pilgrimage tourism is rarely consumed in isolation. Travellers require accommodation, restaurants, transport, guides, local crafts and cultural experiences. Unlike luxury resorts, which often concentrate spending, pilgrimage routes distribute economic activity across dozens of communities, creating a substantial multiplier effect.

The SacredTravels4Growth project focuses on skills development, aiming to empower stakeholders. “Tourism officials, municipalities and local communities will receive training in religious and sacred tourism practices, strategic site management, visitor coordination and marketing approaches designed specifically for the faithful and spiritual traveller,” Wessels notes.

This support is designed to help local entrepreneurs, guides, accommodation providers and faith-based organisations participate more effectively in the tourism economy, creating tangible employment opportunities through guided tours, food services and cultural performances.

Packaging the experience

South Africa already possesses internationally recognised landmarks, such as the Regina Mundi Church in Soweto, the Nizamiye Mosque in Midrand and the annual Zion Christian Church pilgrimage to Moria. Yet, these remain largely isolated attractions rather than components of an integrated tourism product.

“By packaging these experiences into thematic routes and pilgrimage-style journeys, tourism authorities can encourage longer visitor stays and increased spending across multiple regions,” Wessels suggests.

A study visit to Santiago de Compostela offered the researchers a blueprint. The famous Camino de Santiago functions not merely as a destination, but as a connected economic ecosystem of towns, villages, heritage attractions and local businesses.

“Pilgrims experience not only the physical journey, but also the history, spirituality, legends and cultural traditions associated with the route,” Wessels observes.

South Africa has similar stories to tell. Its religious history intersects with liberation struggles, indigenous spirituality, Christianity, Islam, Hinduism and African traditional belief systems.

Integrating these into coherent routes—connecting churches, mosques, temples, liberation heritage sites and sacred indigenous spaces—could create authentic experiences that draw visitors beyond major cities and into rural communities.

Infrastructure and sustainability

Success depends on more than just the site itself; the Camino model relies on clear route markers, affordable accommodation, transport access and information services. These relatively modest investments can generate long-term economic returns while protecting heritage.

Furthermore, religious tourism naturally aligns with sustainable development. Because it favours local enterprise – such as family-run guesthouses and local craft markets – more revenue remains within the community rather than leaking into multinational hotel chains.

“Community-based tourism models encourage local participation in planning and decision-making, helping ensure that development is socially equitable and environmentally responsible,” Wessels adds.

The role of universities

Historically, research into pilgrimage tourism has focused heavily on Europe, Asia and the Middle East, with Africa’s spiritual landscapes receiving comparatively little scholarly attention.

“African universities play a critical role in shaping the future of this sector,” Wessels says. “By providing the knowledge, innovation and critical perspectives needed, we ensure tourism development is relevant to African contexts and beneficial to local communities.”

This includes documenting traditions, developing curricula and addressing policy questions surrounding commercialisation, overcrowding and the protection of sacred spaces. The TREES unit aims to become a continental leader, developing “African-centred tourism knowledge” through interdisciplinary research into community tourism, digital marketing, artificial intelligence and visitor experience design.

Ultimately, SacredTravels4Growth is about more than attracting additional tourists. It challenges the longstanding assumption that tourism is primarily about selling scenery. Instead, it suggests that economic growth may increasingly come from selling meaning.

If South Africa succeeds in transforming its sacred landscapes and pilgrimage routes into coherent visitor experiences, it could create jobs, strengthen rural economies and preserve cultural heritage – all without constructing another safari lodge. For a country searching for new engines of inclusive growth, that may prove to be its most valuable journey yet.

Breaking news at your fingertips… Follow Caxton Network News on Facebook and join our WhatsApp channel.

Nuus wat saakmaak. Volg Caxton Netwerk-nuus op Facebook en sluit aan by ons WhatsApp-kanaal.