Even as secularism continues to grow in many parts of the world, the spirituality market is more active than ever. The commercialization of products related to spiritual themes has become highly profitable.
In the United States alone, the market value of religious organizations reached approximately $156 billion in 2022. In the Asia-Pacific region, the religious market—valued at over $5 billion that same year—is projected to grow to nearly $16 billion by 2033.
A significant portion of this revenue comes from spiritual tourism, which includes pilgrimages to sacred sites, spiritual retreats, visits to religious landmarks for their historical or cultural significance, museums, and large-scale events like World Youth Day or papal visits in the case of Catholicism. Globally, around 600 million travelers participate in spiritual tourism.
Hippies, Counterculture, and Mysticism
Fifty years ago, the hippie counterculture introduced an alternative form of spirituality, distinct from mainstream religions. The movement embraced meditation as a means of self-discovery and self-discipline, a practice that resonated with many musical icons of the era, including the Beatles.
The Fab Four played a key role in reshaping Western perceptions of Indian spirituality when, at the peak of their fame in 1968, they embarked on a spiritual retreat at the ashram (a center for meditation and Hindu teachings) of guru Mahesh Prasad Varma. Their journey ignited a wave of curiosity among thousands of young people eager to experience similar spiritual practices.
Inspired by this mystical experience, the Beatles composed songs such as Mother Nature’s Son, Sexy Sadie, All You Need is Love, Across the Universe, and My Sweet Lord, among others.
A Non-Religious Spirituality
Interest in the mystical world—often independent of traditional religious beliefs—has opened the door to alternative approaches to emotional well-being, such as Reiki, yoga, transcendental meditation, and acupuncture. These practices have fueled a booming market, with consumers willing to pay for in-person or online classes, healing sessions, training courses, and various related products and accessories.
Focusing on the yoga market alone, practitioners have access to a wide range of specialized products, including mats, non-slip socks, apparel, cushions, blocks, and straps, among many others. Major brands like Adidas, Fila, Puma, and Reebok have recognized the potential of this segment. According to a study by Expert Reports, the yoga market was valued at $105.9 billion in 2022 and is projected to grow to $177.6 billion by 2028.
Audiovisual spirituality
The film industry has not been immune to expectations of spirituality. The film Eat, Pray, Love , which follows the protagonist’s journey of self-discovery, grossed more than $200 million at the box office.
Streaming platforms offer a wide variety of titles on spiritual topics, from the use of ayahuasca as a means of liberating the spirit to mystical pilgrimages in search of self-knowledge. Series such as For Better (or for Worse) and Goop Lab , starring Gwyneth Paltrow, document the wellness industry, showing different techniques – mostly with mystical aspects – that people turn to in search of physical and emotional health.
The 2011 Chilean film Dios me libre is a satirical comedy of what is known as religious broadcasting.
Virtually all religious doctrines have used this form of communication. However, new mystical beliefs have made a business out of technology, with support programs for their members through apps and paid support phone calls.
Tourist and religious experience
One of the religious destinations that has been a success in terms of tourism product and marketing is the Camino de Santiago, a thousand-year-old Christian pilgrimage route to visit the tomb of the apostle of the same name in the cathedral of Santiago de Compostela, Galicia, in northwestern Spain.
Nowadays, not everyone who walks the Camino does so because of their beliefs. According to the official website of the Pilgrim’s Reception Office , only 45% of those who have walked it so far in 2023 have done so for purely religious reasons. The route is so successful that it attracts tourists from 165 countries.
To plan the pilgrimage, in addition to travel agencies, there are digital portals where you can plan each stage and book accommodation for the entire route. There is even a website that offers a virtual version of the pilgrimage . The Camino de Santiago Virtual Challenge is 772 kilometers long and each participant decides the time in which they will cover it. Upon payment, those who complete all the stages in the stipulated time receive a medal in recognition of their pilgrimage.
