Faith-based tourism vs. revenge tourism

Abstract

This chapter examines the contrasting dynamics of faith-based tourism and the emergent phenomenon of “revenge tourism” in the post-COVID-19 era. Using Malta and Slovenia as comparative case studies, it explores how both countries experienced a sharp resurgence in tourism, yet responded in notably different ways. Revenge tourism, defined as the intense rebound in travel following pandemic lockdowns, often manifests through impulsive, disruptive, and consumer-driven behaviour. This trend has led to overcrowded streets, contested public spaces, and tensions between commercial interests and cultural traditions—particularly evident during Malta’s religious processions and festas. In contrast, Slovenia’s return to faith-based tourism at the national shrine of Brezje was marked by calm continuity and resilience. The Slovenian case highlights the strength of domestic religious tourism and the capacity of sacred spaces to adapt and endure through public health crises, including serving as vaccination centres. Meanwhile, Malta saw both a revival of festa traditions and a collision between local religious practices and the encroachment of mass tourism, driven by economic urgency and the relaxation of public space regulations. Through interpretive analysis, media reports, fieldwork, and statistical data, the chapter highlights how both forms of tourism—faith-based and revenge—reflect deep-seated human needs: one for spiritual restoration and cultural continuity, the other for liberation and fulfilment after confinement. The UNESCO recognition of the Maltese festa as intangible cultural heritage reinforces the need to protect cultural expressions from being undermined by unchecked commercialisation. The chapter concludes by warning that unless properly managed, revenge tourism may jeopardise the authenticity and sustainability of faith-based traditions. A balanced approach—recognising the spiritual, experiential, and economic values of tourism—is essential to safeguard cultural identities while revitalising post-pandemic tourism economies.