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10 December 2021
Halal tourism: Travels brands can tap the Muslim market
Transport & tourism (general)TurkeyCultural influences & values
As a demonstration of agility in the travel sector, the pivot of a number of Turkish all-in resorts to focus on Muslim tourists is informative – there is a business opportunity in what is being described as ‘halal tourism’.
Why it matters
As the travel industry continues to struggle with the impact of COVID-19, it can’t afford to ignore a significant, and growing, market. Muslims account for a quarter of the global population, with their numbers increasing twice as fast as the overall population.
Several decades ago Muslim travellers were likely to be heading to Saudi Arabia for the Hajj or back to their home countries to see family and friends. But a new generation, more educated and with more money, wants to experience different parts of the world and do so without having to compromise on its religious values.
What it means
Things have moved far beyond simply having a separate prayer room. The Global Muslim Travel Index highlights the priorities of today’s Muslim travellers:
Need to have: halal food, prayer facilities, water-friendly washrooms, no Islamophobia
Good to have: social causes, Ramadan services, local Muslim experiences
Nice to have: no non-halal activities, recreational spaces with privacy
Where are they going?
Top destinations among Organisation of Islamic Cooperation (OIC) countries: Malaysia, Turkey, Saudi Arabia
Top destinations among non-OIC countries: Singapore, Taiwan, UK
“This market doesn’t drink alcohol, so they’re saving a lot of money and they have started putting their money towards travelling, meeting people, being more educated, more cultural” – Natasha Ahmed, editor of British Muslim Magazine, quoted in Geographical.