Younger generations are driving a surge in “e-merit” services and faith-based travel, as convenience reshapes holiday and festival traditions, says Poonpong Naiyanapakorn, director general of the Department of Business Development (DBD).
“Traditional Thai merit-making is undergoing a digital transformation. Modern lifestyles and the rise of the digital economy are reshaping how Thais practise their faith,” he said.
While visiting temples during Buddhist holidays and long breaks such as Songkran remains a cornerstone of Thai culture, Poonpong noted that practices are evolving.
From purchasing offerings to making donations and releasing animals for merit, consumers are increasingly turning to online platforms.
According to DBD data as of March 31 this year, the spiritual tourism and merit-making sector has shown robust growth.
The industry currently comprises 2,736 active entities dedicated to faith-related travel, with a total registered capital of 8.23 billion baht.
This flourishing ecosystem also includes a niche segment of 42 specialised companies focused on the sale of sangkhathan (offering sets), which together account for 99.32 million baht in registered capital, underscoring the significant economic impact of Thailand’s devotional traditions.
Poonpong explained that online merit-making serves as a practical alternative for those with busy schedules or those unable to travel to temples in person.
“Businesses have adapted by offering ‘proxy’ services, ranging from selecting offering sets online and arranging delivery to temples, to organising animal releases.
Even monk-hosting ceremonies are now offered in tiered packages to suit different budgets,” he said.
This shift presents opportunities for niche markets. For instance, medical supply companies are packaging specialised “medical merit kits,” while home fixture companies offer “bathroom amenity sets” for temples, expanding beyond traditional dried food offerings.
The merit-focused travel segment is also booming.
With 10,305 registered travel agencies holding a combined capital of 37.48 billion baht, the DBD sees strong potential in curated pilgrimage tours.
The director general emphasised that these tours go beyond spiritual fulfilment, acting as a vital economic engine for local communities.
This ripple effect boosts regional economies by driving steady demand for hospitality services, including hotels and homestays, while supporting the food and beverage sector through increased patronage of local restaurants and street vendors.
Furthermore, the influx of travellers sustains transportation networks, such as regional shuttle and boat services, while generating income for SMEs, particularly souvenir shops and traditional craft producers.
The DBD advises entrepreneurs to remain agile. As the faith-based economy expands, businesses that successfully blend tradition with digital convenience, and tailor offerings to modern consumer preferences, are expected to achieve long-term stability and growth.
By leveraging the scale of the religious consumer base, the department believes this sector will continue to play a key role in distributing income to Thailand’s grassroots economy.
