Resumen: In this article I would like to examine the connection between the emergence of a new mass devotional culture and the origin of mass tourism in Spain by the end of the 19th century. In the first part I will reflect on the main contributions to the study of religious modernity and the relationship between religion and modernity, economy and tourism. In the second part we will analyze the modern organization of the national pilgrimage to Our Lady of “el Pilar” in Zaragoza in 1880 as well as the development of a religious marketing (souvenirs and religious guides of the city). In addition, this pilgrimage will serve to explore the ways in which the organizers reflected on the very modernity of this massive event. Idioma: Español DOI: 10.1285/i11211156a32n1p119 Año: 2018 Publicado en: Itinerari di ricerca storica. 32, 1 (2018), 119-128 ISSN: 1121-1156 Originalmente disponible en: Texto completo de la revista