How can the visitor experience be enhanced for spiritual and cultural tourism in India?

Purpose - The purpose of this paper is to review the question: how can the consumer experience be enhanced for spiritual and cultural tourism in India? Design/methodology/approach - The paper consolidates the main findings and conclusions arising from the various studies featured in this theme issue of Worldwide Hospitality and Tourism Themes. It addresses the concerns around consumer experience as well as taking into account perspectives from some of the board members managing these shrines. Findings - There are many factors affecting infrastructure as well as service-related elements which should be addressed to attain better levels of service. The boards' managing these places or specific temples/shrines must listen to customer concerns to ensure repeat visits. Practical implications - There are many lessons for the various stakeholders operating in these areas and for other intermediaries and bodies managing these places. Originality/value - The paper links the objectives highlighted in the editorial and provides specific insights into areas where actions could contribute to a superior consumer experience.