On the concept of the regional religious brand: The veneration and pilgrimage of Saint John Vladimir and new pathways for religious tourism

Building on the concept of regional branding, the paper seeks to pave new ground by delving into the novel concept of a ‘regional religious brand.’ As a new term in religious tourism, the ‘regional religious brand’ defines the function of distinguishing a spiritual value offered in a region as a concept and reality, containing a name, an iconography, a set of images, a pilgrimage, narratives, a slogan, visions, and symbols. After arguing that the territory of the former Archdiocese of Ohrid still qualifies as a region, we engage in one of the region's spiritual symbols, the veneration and pilgrimage of Saint John Vladimir and suggest a concrete pilgrimage route stemming from this regional religious brand.