The purpose of this paper is to present the innovation of spiritual tourism as a peace brand to be marketed between India and Pakistan facing non-friendly relations. This study presents an opportunity to improve social, economic and political relations between India and Pakistan. Data was collected by conducting interviews with spiritual tourists in both countries by both authors. Cross-case content analysis of all interview transcripts was conducted separately and results were triangulated. Themes that emerged from the data analysis supporting peace as a branding strategy to market spiritual tourism were: shared history, culture, food and language connections, similar appreciation for aesthetics and teachings of peace embedded in all local religious traditions. Samples in both countries were not representative of the population that highlighted a major limitation. This research can be replicated to apply innovation to market spiritual tourism by branding the product as peace among countries with sensitive relationships.
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