Saints, Devotional Empires, and Neo-Heritage Destinations

This chapter examines the role of charismatic contemporary Hindu gurus in South Asia’s regional spiritual movements, utilizing ethnographic practices as its methodological approach. The study explores how the gurus in contemporary South Asia actively promote themselves and their spiritual practices, thus contributing a fresh layer to the field of heritage exploration. The modern ashrams (spiritual retreats) and karma-sthalis (fields of action) associated with these gurus are examined as novel and enticing attractions that consistently attract large numbers of tourists, positioning them as prominent choices for holiday seekers. By harnessing technology and capitalizing on their broad appeal, the expansive temples and ashrams under the purview of these gurus have evolved into religious and spiritual tourism destinations, characterized by unique features within the tourism sector. This research unveils how the spiritual leaders employ corporate organizational frameworks to actively participate in the development and administration of visitor-centric attractions, amenities, and facilities in which the sacred is articulated. How do contemporary Hindu gurus create a sacralized landscape out of the immense stock of stories and places? The ethnographic practices employed in this study provide a comprehensive understanding of the multifaceted dynamics of contemporary guru-led devotional empires within the material and cultural context of heritage and tourism. In conclusion, this research sheds light on the intricate interplay between spirituality, tourism, and organizational structures, underscoring the evolving landscape of spiritual destinations in the region.