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Author ORCID Identifier

0000-0002-0512-3187

Abstract

This study explores the potential of pilgrimage as a catalyst for tourism growth, with a specific focus on the municipality of Sarria, located along the renowned Way of Saint James (El Camino de Santiago). Despite its international fame, many municipalities along the route fail to capitalise on the socio-economic opportunities presented by pilgrimage tourism (Machado & Pardo, 2018). Sarria, known as ‘Kilometre Zero’ for pilgrims on the French Way, serves as a critical starting point for obtaining the Compostela certificate. This research employs destination planning methodology, utilising qualitative and quantitative data through surveys, interviews, and mystery shopper audits, to analyse Sarria as a tourist destination. A SWOT analysis is provided, followed by a matrix of proposed municipal actions aimed at leveraging the Camino as a resource for tourism development. The findings suggest that pilgrimage, traditionally not associated with tourism development (Vila, Cardoso, Araújo & Brea, 2020), holds untapped potential to attract diverse tourist groups and extend pilgrim stays. The study highlights the importance of micro-planning for local economies and tourism development, with Sarria serving as a model due to its strategic location, cultural heritage, and role in the French Way. The research offers practical implications for municipalities seeking to enhance their tourism strategies by capitalising on pilgrimage routes.

Creative Commons License

Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.

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