Corporate Religion and Spiritual Tourism at a Luxury Tibetan Buddhist Resort

Abstract

ABSTRACT This article analyses how spiritual tourism and the corporate form of religion are contributing to the rapid spread of Tibetan Buddhism in Vietnam. Specifically, we place the newly established Samten Hills, a Buddhist luxury resort, in two scholarly contexts. First: ecological discourses about Đà Lạt. Once a French hill station, Đà Lạt in the Central Highlands is famous for natural beauty and spiritual possibilities. Samten Hills is dedicated as a Drikung Kagyu spiritual area, and many of the resident monks are from Ladakh (North India). We highlight the transposition of Ladakhi Buddhist branding to a novel Vietnamese context. Through tour packages, advertising, spiritual practices, camping, and discourses about Buddhist mountain hierophanies, we consider this new iteration of spiritual tourism. Second: a spiritual business model that blurs the distinction between economic and religious activity and negotiates state surveillance. With Vietnam Federation of United Nations Educational, Scientific and Cultural Organization (UNESCO) Associations (VFUA) and Guinness recognition and plans to construct a 2000-person Buddhist university, Samten Hills is the most public-facing, large-scale Vajrayana site in Southeast Asia. We analyse Samten Hills’ operational model – a for-profit business licence allied with discourses of heritage preservation and regional tourism initiatives but concealing Tibetan Buddhist practices – as an increasingly popular strategy for navigating state surveillance of religious activity.