The Jubilee 2025 marks a shift in the way people travel for faith. Pilgrimage is no longer only about devotion and prayer—it’s now a mix of spirituality, curiosity, and self-discovery.
According to the study “Spiritual Tourism and the Jubilee 2025”, carried out by CeRTA (Research Center for Television and Audiovisuals) and Cattolica per il Turismo, and presented at the Catholic University of Milan, today’s spiritual traveler is a multitasking explorer: devout, reflective, and social-media savvy.
The survey, based on the experiences of 1,405 visitors to Rome during past Holy Years, shows that only 15% identify as “traditional pilgrims.” The rest combine meditation with cultural interest, fitting into four main types: the ascetic pilgrim, seeking sacrifice and redemption; the hermit, drawn to silence and contemplation; the enthusiast, who embraces the Jubilee as a shared celebration; and the mindful explorer, pursuing authenticity and personal growth.
“Spirituality today intertwines with culture and wellbeing, going beyond the classic notion of religious tourism,” explains Professor Anna Sfardini, who led the research.
Rome remains central, but not exclusive: nine out of ten international visitors also travel elsewhere, staying on average eight days. Besides Assisi, Florence, Milan, Naples, and Venice, smaller sanctuaries such as Camaldoli, Oropa, or San Colombano Hermitage are gaining popularity.
The Jubilee is becoming a “network event”, spreading spirituality and tourism across Italy. Over half of European travelers spend more than €1,000, with French visitors leading the chart. Italians tend to choose B&Bs, while foreigners prefer hotels.
More than half of participants blend faith with art, gastronomy, and local culture—turning pilgrimage into a total experience. Film and TV are key motivators too: documentaries and series inspired 54% of Italian and 71% of British travelers to embark on their journeys.
Remarkably, 10% of foreign visitors are coming to Italy for the first time because of the Jubilee, and nearly three-quarters plan to continue seeking spiritual experiences even after the Holy Door closes. Interest among seniors, the study notes, is twice as high as among younger travelers.