Growth Of Religious Tourism Doubles The Revenue Of Eateries In Tamil Nadu Temple Towns

U. Bharath (cbedit@imaws.org)

The phenomenal growth of religious tourism in the temple towns of Tamil Nadu, such as Tiruchendur, Rameshwaram, and Palani, has, in turn, enormously contributed to the growth graph of the food and restaurant sector in these pilgrimage centres.

Attaining a new peak in the post-Covid years, the restaurant sector has taken a leap  and registered growth of over 100% in sheer volume and revenue terms. Even as the New Year rings in new players and established chains are entering the market in these temple towns, according to the many stakeholders doing food business in the town.

Kitchen Herald extensively interacted with a cross section of restauranteurs including the respective restaurant association office bearers of these towns, to find out whether the surge in religious tourism has contributed to the growth of the food sector in these popular pilgrimage centres and tourist towns in Tamil Nadu.

 We learnt that the business prospects of the food industry have grown multifold since the Covid slump, in which the service sector  took a severe hit.

Surge in devotees leads to better patronage

According to Sekhar Babu, Secretary of Palani Hotel and Restaurant Association (PHRA) “the ever increasing growth in devotees and payayatra pilgrim numbers have directly contributed to the business growth of restaurants and bakeries in the temple town of Palani”.

While millions visit this famous Dhandayathupani temple (Third Abode of Lord Muruga) every year, he said that the peak season from November to June is a big draw for the restaurant sector, which is catering to the arriving devotees in the hilly town.

“Indeed, I would say there is five-fold growth in the arrival of devotees to Palani for darshan when compared to the pre-Covid years, and it has positively impacted the growth of revenue to restaurants. While the vegetarian segment is the most sought after, the non-vegetarian segment is also doing fine.” Sekhar Babu said.

“Devotees from all the southern states, including Kerala, Andhra, and Karnataka, have been visiting Palani, and we do roaring business during the peak pilgrimage season from November to June, which should grow further in the coming years,” he added

Restauranteurs say that weekends are more profitable as crowds throng the temple in thousands, and Tuesdays, which are considered auspicious for the hill-top Lord Muruga temple, bring in a surge in devotees too.

The 10-day “Thai Poosam” festival is the highlight that witnesses the thronging of devotees and Padayatris from Tamil Nadu, Kerala, and Andhra. Badugas from Nilgiris and Kannadigas increase patronage.

The Padyatris form a good chunk of devotees to this temple town, and walkways for the benefit of padayatris are laid in many road stretches leading to Palani.

Plea to develop Palani on par with Tirupati

While appealing to Tamil Nadu Government authorities to develop Palani town on par with Tirumala (Tirupati) Venkateshwara temple, by providing ample and extensive infrastructure facilities, including stays and parking lots, the hoteliers say. that even though the encroachments in the “Girivalam” road, surrounding the temple hillock, has been evicted, there is much more that needs to be done by revamping parking, road and sanitary facilities in Palani town.

Truly, Palani temple brings in the largest revenue to the state coffers among Hindu temples in Tamil Nadu, but the pilgrim facilities and amenities are not up to the mark, and they are yet to be upgraded to the high standards of Tirupati.

“Choultries and other stay options, including parking lots and free rides in government buses, should be extended to popularize the world-famous hill shrine. NRI devotees are eager to donate to bring in new facilities like escalators and a second winch to go up to the hilltop temple. The Kodaikanal-Palani cable car scheme, which is stalled, should be implemented on a war footing to make Palani still more attractive to the religious tourists,” say restauranteurs in one voice.

Harihara Muthu, president of RHRA says “There is a visible and considerable year-on-year growth of revenue to Palani restauranteurs due to the huge popularity of religious tourism in the post- Covid years. The restaurant sector is thriving, which is evident from new restaurants and hotels coming up in the town.  The recent GST rationalization has brought us a huge relief as it has reduced the input costs. We also welcome the new labour codes enacted by the Union Government, as it would benefit the workforce.”

Tiruchendur awaits infrastructure upgrade

Surging devotees during the “Kanda Sasti” festival in October-November and the 12-day “Maasi” festival in February-March are popular festivals, which witness lakhs of devotees thronging the first abode of Lord Muruga in Tiruchendur. The restaurants record impressive business profits during these peak months.

“Thursdays, which are considered auspicious for darshan in Tiruchendur, and weekends are the best bet in terms of revenue,” said Aiyappan, secretary of the Tiruchendur Hotel Association.

Flagging the infrastructure upgrade, which is long-awaited as something of a game-changer for future business prospects in Tiruchendur, Radhakrishnan, President of THA, says, “A master infrastructure upgrade, which is being implemented in Tiruchendur at the cost of Rs. 400 crores, with major donations from philanthropist Shiv Nadar, would definitely improve prospects of the food sector in Tiruchendur.”

Off-season lull affecting Rameshwaram food sector

According to Senthil Kumar, President of the Rameshwaram Hotels Association (RHA), “Rameshwaram is a hugely popular temple town, known across the country for its centuries-old Ramanathaswamy temple. Devotees arrive in large numbers from all over India during the peak season from November to January and April to June (vacation months); it is during the off-season that our businesses suffer due to lesser footfalls.

“While the peak six months we do brisk business, the other six months of the year are below par. Particularly Dhaba-like restaurants, which cater to the pilgrims from North India, do little business during off-season months,” say the restaurateurs in Rameshwaram, a world-famous temple town.

However, festivals like “Aadi” and “Maasi” festivals and “Ambal Kolu” during “Navrathri” festivals are a huge draw for the restaurant sector and are seen as money-spinners, say Rameshwaram restaurateurs.