Digital Marketing in Religious Tourism: Spreading God’s Word via Digital Media at the Shrine of Fátima

Abstract Digital marketing plays an increasingly pivotal role in religious tourism, serving as a vital tool for communication, engagement and the promotion of sacred destinations. Social media platforms such as Facebook and WhatsApp are widely utilised to disseminate information, foster interaction with religious communities and enrich the pilgrimage experience (Leung & Law, 2013; Priyadarshini, 2020; Smith, 2015). The strategic use of digital platforms in cultural tourism highlights their effectiveness in attracting both domestic and international visitors through personalised content and optimised online presence (Singh & Pandey, 2017). As such, digital marketing not only enhances visitor experiences but also contributes to the visibility and preservation of religious and cultural heritage. This chapter examines the role of digital marketing in advancing religious tourism, with a particular focus on the Shrine of Fátima—Portugal’s most significant religious sanctuary. By analysing this case, the study provides contextual insights into how digital strategies are employed to maintain relevance and engagement, particularly during crises such as the COVID-19 pandemic. The findings underscore the enduring importance of digital data in shaping effective marketing approaches, enabling broader access and sustained interest in religious sites. Ultimately, the study concludes that digital marketing has substantially improved the accessibility, visibility and emotional resonance of religious tourism, positioning it as an essential component in the sector’s ongoing development and resilience.