Social Institutions and Media Strategies in the Context of Religious Tourism Development

This study analyzes key aspects of pilgrimage tourism as a significant factor in the development of domestic tourism. Special attention is given to the role of social institutions and the use of media strategies and digital technologies in optimizing religious tourism. The study explores major pilgrimage routes, such as those to Jerusalem and Athos, highlighting their impact on social groups and the tourism industry. Religious tourism is classified into pilgrimage, religious-cultural, and special pilgrimage types. The research emphasizes the need to rethink modern tourism practices and identifies systemic trends that contribute to the regeneration of sustainable religious tourism, including institutional support and strategic unification at local and regional levels. Methodological prerequisites for further development are discussed, along with the influence of digital solutions and information technologies on the growth of sacred tourism. A set of determining factors influencing sustainability is examined, leading to recommendations for the balanced development of destinations. Finally, the study affirms the importance of religious tourism as a historical and cultural phenomenon that significantly contributes to cultural development.