The development of this research work is due to the thought of reflecting on "search for divinity" as part of the principal theme of the doctoral thesis we have underway. In it, from discipline of the History of Art, we deepen on into the tourist activity, in particular the product called Cultural Tourism through the route of the Holy Grail, which extends from the city of Jaca in Aragon to the city of Valencia, in Spain. In a society gripped by voracious consumerism, the practice of the search for the divine relegated to the encounter of human beings, it is a question that it must be also studied from the Academy. The methodology consists of inspect-from the point of view psychological and historiography-, the following paradigms: post-capitalist culture and the pursuit of the divinity; as output to the dehumanization of global consumerism. From end of the 19TH century up to our present, through different referents in the discipline of History of Art. The aim of this paper is to demonstrate through reflection, as human beings in general, has to rethink its place in this new world that has nothing to do with industry early last century. In the end, the conclusions section invites to choose sides of that personal search which we must never stop practicing, because the humanists, -who also are generators ultimately, of academic thought that we bequeath to our forerunners-, we must know how to transmit values to build a better society.
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