With the onset of an extended conflict between Israel and Hamas in October 2023, many businesses were compelled to adapt. Among them is the Georgia-based company Faith Based Expeditions, which primarily curated trips to the Holy Land, accounting for a staggering 90% of its business revenue. As tourism in Israel has shrunk over the past two years, the Goodmans have transformed their approach to the faith-based travel market.
This necessary shift brought unexpected opportunities, allowing Faith Based Expeditions to expand its offerings to include locations outside Israel, thus providing a sustainable strategy for managing operations amid conflicts. The company now features faith-oriented itineraries to countries such as Germany, Great Britain, Ireland, and Egypt.
“After a while, you become complacent,” Russ Goodman reflected, noting the emergence of new marketing initiatives for destinations that were previously not part of their portfolio. “We’re discovering countries we didn’t offer before.”
While there’s cautious optimism regarding the recent ceasefire between Israel and Hamas, the landscape of faith-based travel is evolving. Operators like Faith Based Expeditions have diversified their destinations in response to the ongoing crisis, and many are finding unique travel experiences for their clients.
David Welch, vice president of business development at ETS Tours, a major player in faith-based travel, expressed that the sustained conflict prompted operators to ask, “Where else can we go? What else do travelers crave?” This introspection has led to fascinating alternatives that resonate with these travelers.
Among these alternatives is Greece, which has seen a remarkable increase in interest from travelers. Welch noted, “Greece is just bonkers” in popularity. ATS Tours has integrated both land tours and cruise add-ons, which are rapidly selling out, reflecting the growing demand.
One of the standout itineraries is the “Journeys of Paul in Greece & Turkiye,” which allows travelers to explore significant locations associated with the Apostle Paul’s missionary work, offering a unique blend of faith and history.
Additionally, ETS Tours has recognized a surge in interest in destinations like Britain and Ireland. Welch commented that these locations have been exceptionally popular recently, rivaling the interest in Greece, as they allow travelers to trace the footsteps of influential Christian figures like author C.S. Lewis and explore Celtic Christianity in Scotland.
Faith-based tours are not solely focused on religion; they also incorporate local history and culture. For example, the “Legacy of Nelson Mandela in South Africa” tour emphasizes social justice, featuring visits to local churches alongside activities like safari trips.
Despite challenges in Israel, operators are optimistic about the viability of these new destinations as they anticipate a resurgence of Holy Land tours. This sentiment is echoed by Globus family of brands chief marketing officer Steve Born, who reported that while Holy Land tours typically constitute 30% of their religious travel volume, they have been paused due to the ongoing conflict. He believes that even when regular operations resume in the Middle East, destinations like Greece, Turkiye, and Spain will maintain their appeal for those seeking meaningful, faith-based travel experiences.
An event enhancing this trend is Italy’s Catholic Jubilee, celebrated once every 25 years, which has attracted travelers from around the globe. Various operators, including Collette, seized the opportunity to create Jubilee-focused itineraries, boosting their faith-based travel numbers significantly. Collette reported operations hitting 90% of their 2019 faith-based travel volume in 2025 due to the Jubilee.
While some expect a drop in numbers post-Jubilee, industry experts remain confident in the steadfast commitment of travelers within the faith-based community. “They are dedicated travelers,” said Jeff Roy, chief revenue officer at Collette. “They are eager for these experiences, regardless of the circumstances.”
This resilient demand has inspired operators to explore new destinations further. Like ETS, Collette has seen growth in Greece as well as in France and Portugal. Particularly, the Sanctuary of Our Lady of Lourdes remains one of Catholicism’s most cherished pilgrimage sites, drawing many travelers.
Looking ahead, Roy sees potential for expanding faith-based itineraries to Ireland, especially for Catholic travelers, and hopes to reinstate a long-canceled Poland pilgrimage influenced by the Russia-Ukraine war.
