Tourist Perceptions of the Mahakumbh: A Demographic Analysis

Abstract

The Mahakumbh Mela 2025 in Prayagraj (13 January to 26 February) witnessed over 660 million visits, making it one of the largest spiritual gatherings in history. This IIM Indore study analyses tourism experiences based on the perceptions of 1,500 visitors. The study data were examined across demographic (gender, age, income, education and family type) and behavioural (duration of stay) segments through descriptive analysis. The results show a clear bipolar pattern with exceptionally high ratings for spiritual value, event grandeur, loyalty and recommendation intent, positioning the Mahakumbh as superior to global events. However, the logistical aspects, such as ease of access, simplicity of visit, required support, effort-worthiness and event consistency, received significantly lower scores across all groups. Demographic variations revealed that women, older visitors (>30), joint families and higher-income groups experienced greater resistance and lower effort-worth perceptions, while short-stay visitors displayed stronger loyalty. Educational level had a limited impact on spiritual appreciation, but it increased graduates’ sensitivity to organizational inconsistencies. The study recommends streamlined access, women-friendly and elderly-friendly infrastructure, premium facilities for high-income visitors and improved information systems to reduce logistical barriers while preserving the sacred character of the Mela.