The Experience of Holiness: Religious Tourism in Contemporary Society

B a c k g r o u n d . This article explores the phenomenon of holiness as experienced through religious tourism in contemporary society, examining its philosophical foundations, sociological dynamics, and evolving practices. Religious tourism constitutes a unique intersection of spirituality, commerce, cultural heritage, and personal quests for transcendence. Drawing from theoretical frameworks such as Rudolf Otto's mysterium tremendum et fascinans and Mircea Eliade's concept of hierophany, the study interrogates why specific physical locations are designated as sacred and how they shape pilgrims' spiritual experiences. M e t h o d s . This study adopts a qualitative interdisciplinary approach to explore the phenomenon of holiness in religious tourism. It begins with a hermeneutic reading of theological and philosophical texts, particularly drawing on Rudolf Otto’s concept of mysterium tremendum et fascinans and Mircea Eliade’s notion of hierophany, alongside pilgrims’ narratives. A structural-functional analysis then examines how religious tourism reinforces spiritual identity and social cohesion, as seen in the Hajj and Marian shrines. The phenomenological method is used to explore the emotional and sensory dimensions of pilgrims' experiences in sacred spaces such as Jerusalem, Lourdes, and Varanasi. A psychological perspective further addresses pilgrims’ motivations and inner transformations, especially at healing sites. Finally, a communicative lens considers how sacred experiences are shared through language, religious media, and digital platforms, including the rise of virtual pilgrimage during the COVID-19 pandemic. R e s u l t s . Findings reveal that the experience of holiness is mediated through sensory engagement, symbolic space, and communal participation. Sacred sites function as architectural and narrative facilitators of spiritual transformation. The study highlights tensions between commercialization and authenticity, showing how pilgrims navigate institutional frameworks, economic pressures, and personal devotion. Gender, globalization, and digital technologies further reshape pilgrimage experiences, creating pluralistic and hybrid religious spaces. C o n c l u s i o n s . Religious tourism remains a vital pathway to experiencing holiness in the modern world. Despite processes of secularization and commodification, the pilgrimage continues to reflect humanity's persistent search for meaning and transcendence. The sustainability of sacred sites emerges as an urgent concern, requiring balance between preservation and access. The phenomenon of religious tourism thus illustrates the adaptive and enduring nature of sacred engagement in contemporary society.