Promoting the Sacred: The Potential for Pilgrimage-Touristic Growth in Wales—A Theoretical and Applied Analysis

Abstract

The chapter explores the potential for pilgrimage-touristic growth in Wales. Tourism policy in Wales places significant emphasis upon the ecclesiastical heritage of this small, yet culturally rich country. The chapter commences by tracing the history, significance and development of pilgrimage in Wales by linking together the religious and touristic value that has been part of the Welsh cultural landscape for over a thousand years. The chapter proceeds to examine current theoretical approaches to pilgrimage and tourism and considers how current theory can be applied through policy, investment and brand awareness. The chapter concludes by positioning pilgrimage and religious tourism activity at the centre of Welsh tourism policy by utilising the historical, cultural and social significance of the shrine of St David’s to achieve a wider brand narrative.