Strategic expansion in pilgrimage destination
ITC Hotels Limited has announced the signing of a 100-key hotel under its Fortune Hotels brand in Vrindavan, marking a strategic move to expand its presence in one of India’s key spiritual tourism hubs.

Strengthening regional portfolio
With this addition, ITC Hotels’ portfolio in Uttar Pradesh will grow to 17 properties, including operational and upcoming hotels across brands such as Welcomhotel Prayagraj, WelcomHeritage Badi Kothi and Fortune Select Ayodhya.

Planned opening and offerings
Scheduled to open in April 2030, the hotel will feature well-appointed rooms, an all-day dining restaurant, banquet facilities and modern amenities designed to cater to both leisure and spiritual travellers. The development aims to address the growing demand for premium hospitality options in a market traditionally dominated by budget accommodations and dharmshalas.

Rising demand in spiritual tourism
Vrindavan continues to emerge as a high-growth destination, driven by increasing domestic travel and infrastructure development. The city attracts millions of visitors annually to religious landmarks such as the Banke Bihari Temple and ISKCON Temple Vrindavan, along with its globally recognised cultural events and sacred ghats along the Yamuna River.

Focus on high-growth leisure markets
According to Anil Chadha, Managing Director, ITC Hotels, the signing aligns with the company’s strategy to expand in high-growth leisure and pilgrimage markets, supported by evolving travel patterns and increasing demand for branded accommodation.

Pipeline expansion
With this development, the Fortune Hotels brand continues to strengthen its pipeline, targeting a mix of religious, leisure and business destinations across India, as hospitality demand deepens beyond traditional urban centres.