Faith travel


“Tis year (2017), for instance, is the 500- year anniversary of Martin Luther and the Reformation, increasing bookings to Germany, and the anniversary of the appearance of the Apparitions in Fatima, boosting visits to Portugal. “Next year, we’re gearing up for the


anniversary of the Apparitions in Lourdes, France, and, we’re already taking bookings for the once-in-a-decade Passion Play in Oberammergau in 2020,” concludes Dyer. Among other upcoming faith-related


events agents should be aware of are the 70th anniversary of the creation of Israel (2018), Catholic World Youth Day in Panama, Jan. 22– 27, 2019, and the World Meeting of Families Aug. 21–26, 2018 in Dublin, Ireland. “And, any announced travels of Pope Francis will increase travel to that area. For example, the Pope plans to visit Ireland during the World Meeting of Families in August 2018,” says Ed-Ventures’ Larsen. In addition to increased travel related to these events, Larsen has recently seen an increase in Jewish heritage tours, including trips to Europe to visit Second World War sites. Not all faith travel leads to overseas travel,


either. Sight & Sound Teaters (Lancaster, Pa., and Branson, Mo.) produce Bible stories live on stage as domestic faith travel options, as do trips to local state parks or nearby mountains, lakes or beaches, that offer nature as a backdrop for faith travel and spiritual experiences, Larsen notes. “Wherever you travel, it’s the connections


with people, and not stones, that travelers respond to,” stresses Sarah. “Mejdi Tours provides opportunities for authentic cross- faith and cross-cultural exposure — in many cases using dual-guide, dual-narrative programs and unique access. For example, a Muslim group might visit the Western Wall with a rabbi and have a Shabbat dinner with an orthodox family; a Jewish group might meet with a Palestinian imam who can answer spiritual questions; and a highlight for many Christian groups is a visit to a Jewish institute where a rabbi illustrates how Jews study their religious text in groups. In Israel, there might be a dinner with a Palestinian family. Because we’re sensitive and respectful to local people and pay them fairly, our clients are treated with warmth.”


Finding the Pied Pipers For agents, marketing faith-based travel


can often start with their own place of worship. In some cases, their congregation may already be traveling every year as a group, and may or may not already be


54 | asta.org Case study


Globus/Cosmos The Globus family of brands


Wherever you travel, it’s the connections with people — and not stones — that travelers tend to respond to


working with a travel agent. In other cases, there’s a valuable opportunity to illustrate what faith travel can do for the congregation. “Te first trip with a group is always the


hardest to sell,” says Richard Haymaker, director of business development for the upmarket Viking Travel’s faith-based travel division. “It takes time to develop relationships with spiritual leaders, and those are the basis for this market. Viking Travel now sends hundreds of people on faith-based trips every year.” Marge Santo, who often leads Viking


Travel’s Christian group tours, says that faith travel creates a special bond between the faith leader and the congregation. “It helps if you’re on a faith journey as well. I often set up prayer partners, we read scripture and sing together, and many priests will tie-in scripture readings connected to each place. By the end of a trip, the group feels like a family,” she says. Haymaker says part of his job is to convince


spiritual leaders that by leading a trip, they can affect their parishioners in ways that they couldn’t otherwise. “We see that again and again. Once they’ve traveled with us and see how life changing it is for their congregations, they’re sold, and once they’re sold, the word of mouth is tremendous. It’s also recession- proof because people will spend resources on a trip led by their priest or rabbi that they wouldn’t for a trip to the beach or somewhere that might feel indulgent. Describing one priest who leads faith-based trips to different destinations every year, Haymaker notes, “If he said, ‘let’s go to Mars,’ they’d sign up.”


started its faith-based travel division in 2004, commissioning market studies and bringing its expertise to this emerging niche. Today, it’s a recognized name in faith-based travel, offering a robust portfolio of 14 faith-based itineraries throughout Europe, Israel and Mexico. “With the perfect balance of faith and fun, we invite travelers to retrace the steps of Martin Luther in Germany, then reflect on the journey while cruising down the Rhine... or follow the Way of the Cross in Jerusalem before floating on the Dead Sea,” says Joanna Dyer, director, groups & emerging markets. Some tours are geared


towards Catholic experiences, with chances to join special pilgrimage masses and processions; others focus more on Protestant history and sites. Israel draws the highest demand, with about 50 percent of travelers extending their trip into Jordan, Dyer notes. “Faith-based travelers are also motivated by special events. This year (2017), we’re celebrating the 500-year anniversary of the Reformation, as well as the 100th anniversary of the Apparitions in Fatima, Portugal.” In 2018, the 160th


Anniversary of the Apparitions in Lourdes will be featured in three journeys: the 11-day Marian Shrines of Europe (Globus) visiting Catholic shrines in Spain, Portugal and France, priced from $1,988 plus air; a 20-day Spiritual Highlights of Iberia, Lourdes & Italy (Cosmos) priced from $2,401 plus air; and a six-day Pilgrimage to Lourdes (Cosmos), priced from $879 plus air. Looking ahead, Globus is already selling 2020 tours featuring premium seating to the once every 10-year performance of the Passion Play in Oberammergau. globusfaith.com.


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