- Tamara launches Raé for the pilgrimage tourism segment.
- The brand targets 25 properties by 2030.
- Expansion includes asset-light models in India.
The Guruvayur property is expected to open in July, followed by the Kumbakonam property in August. It also plans to expand through asset-light properties in Tirupati, Palani and Tiruvannamalai, according to the company.
The operating model includes local Mitra companions, pre-arrival information, temple-based schedules and dining options for pilgrims. The portfolio will include new and rebranded hotels in pilgrimage destinations across India.
"Spiritual tourism in India is at a historic inflection point. What was once volume-led and access-driven is now becoming deeply experiential and intent-led," said Samir MC, Tamara’s CEO. "Despite the scale of this movement, India has never had a dedicated hospitality brand built exclusively for spiritual tourism."
Samir said the mid-upscale and premium pilgrimage stays are growing at an estimated 20 to 24 percent CAGR.
The company also aims to build a trust-based system for pilgrims across India, rather than limiting itself to hotels near places of worship. It expects about 25 properties to be signed or operational by 2030.
Spiritual tourism in India sees strong demand. The country is home to more than 450,000 religious and cultural heritage sites and recorded over 1.4 billion domestic visits, with a large share linked to spiritual travel.
Recently, Tamara announced plans to add nine new properties as part of its expansion across India.
