- Singapore retained its premier position as the top Muslim-friendly non-OIC destination for Muslim travellers.
- In 2018, there were an estimated 140 million Muslim visitors worldwide - up from 131 million in 2017 - representing 10% of the global travel industry.
For the first time, Indonesia shares the top spot with Malaysia in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2019. The report includes 130 destinations globally, within and outside the Organisation of Islamic Cooperation (OIC)*. Singapore continues to be the top Muslim-friendly travel destination among non-OIC destinations, followed by Thailand, the UK, Japan and Taiwan.
The GMTI tracks the health and growth of Muslim-friendly travel destinations in four strategic areas – access, communications, environment and services. The index is now the leading study providing insights and data to help countries, the travel industry and investors gauge the development of travel sectors while benchmarking a country’s progress in catering to Muslim travellers.
The Muslim travel market is one of the fastest growing tourism sectors in the world, but despite its huge potential, remains relatively untapped. By 2026, the halal travel sector’s contribution to the global economy is expected to jump 35% to US$300 billion, up from US$220 billion in 2020. By that time, Muslim visitors globally are forecast to grow to 230 million visitors, to represent more than 10% of tourists worldwide.
Indonesia has reached the top spot on the Index through the sustained efforts of the Indonesian Ministry of Tourism. Indonesia is investing in its tourism and travel industry, and developing Muslim-tourist friendly infrastructure. Climbing up from No. 2, Indonesia now shares the top spot with Malaysia, with a score of 78 on the Index.
Other OIC countries including Turkey, KSA, Morocco, Oman and Brunei continue to be popular with Muslim tourists. These destinations can continue to reap the benefits of their inherently Muslim-friendly environment by leveraging new technologies to strategically build services that better engage young, Millennial Muslim travellers.
Among non-OIC countries, Singapore, Thailand, the UK, Japan and Taiwan have retained their positions in the top five and have further improved their scores on the Index. South Korea and the Philippines have entered the top 10 non-OIC destinations list for the first time, displacing Germany and Australia.
In an effort to attract more Muslim tourists, non-OIC destinations have been much more active, as compared with some OIC destinations, in developing their capacity and capability to attract Muslim travellers. For example, destinations such as Spain, South Korea and the Philippines have developed useful resources and travel guides that cater to Muslim preferences by listing best halal restaurants and nearby prayer facilities.
The Halal travel market has undergone significant changes in recent years. At the start of this decade, businesses, hotels and tour operators provided functional services that catered to the needs of Muslim tourists – Halal Travel 1.0. These offerings included halal food options, wudhu'-friendly** washrooms, and prayer facilities.
Driven by the rapid pace of digital and technological transformation, a new phase of Muslim travel is emerging, one that is defined by experience and connectivity – what CrescentRating calls Halal Travel 2.0. Halal Travel 2.0 leverages technologies such as artificial intelligence, augmented reality and virtual reality, to better engage Muslim travellers in the digital age.
This year, CrescentRating has defined five categories that can help further develop the halal travel sector. The Halal Travel Development Goals provide an overarching framework that serves as a blueprint for the travel industry that guides their growth strategies in the halal travel sector.
The five Halal Travel Development Goals are:
1. Integration, diversity and faith: Enable Muslims to be active citizens of the global community while remaining spiritual.
2. Heritage, culture and connection: Connect Muslim travellers to one another, to the local community, and to the heritage and history of their chosen destination.
3. Education, insights and capabilities: Enhance understanding among communities. Increase academic and industry knowledge that can improve the capabilities of stakeholders.
4. Industry, innovation and trade: Create new opportunities to increase commerce through tourism and drive growth across multiple sectors.
5. Well-being and sustainable tourism: Recognizse the responsibilities of stakeholders in the travel sector and the social impact on travellers, the wider community and the environment.
“As the Muslim travel market continues to grow and evolve, we believe, this report along with the Halal Travel Frontier 2019 report released earlier this year, sets the stage for the next phase of development in this unique travel segment - Halal Travel 2.0. The report also presents the five Halal Travel Development Goals as well as the updated Muslim Faith Based Services Needs to help all stakeholders develop clear plans to grow the market,” said Fazal Bahardeen, CEO of CrescentRating & HalalTrip.
“Mastercard is committed to working with partners to expand this dynamic travel segment. As more Muslim travellers explore the globe, they will need trusted, safe, and secure digital payments solutions. Mastercard is pleased to collaborate with CrescentRating to empower all stakeholders with actionable insights, and to develop specially curated offerings that meet the religious and cultural needs of Muslim travellers,” said Safdar Khan, Division President Indonesia, Malaysia & Brunei, Mastercard.
Top 10 OIC destinations
OIC destinations Rank
|
GMTI 2019 rank
|
Destination
|
Score
|
1
|
1
|
Malaysia
|
78
|
1
|
1
|
Indonesia
|
78
|
3
|
3
|
Turkey
|
75
|
4
|
4
|
KSA
|
72
|
5
|
5
|
UAE
|
71
|
6
|
6
|
Qatar
|
68
|
7
|
7
|
Morocco
|
67
|
8
|
8
|
Bahrain
|
66
|
8
|
8
|
Oman
|
66
|
10
|
10
|
Brunei
|
65
|
Top 10 non-OIC destinations
Non-OIC destinations Rank
|
GMTI 2019 rank
|
Destination
|
Score
|
1
|
10
|
Singapore
|
65
|
2
|
18
|
Thailand
|
57
|
3
|
25
|
UK
|
53
|
3
|
25
|
Japan
|
53
|
3
|
25
|
Taiwan
|
53
|
6
|
29
|
South Africa
|
52
|
7
|
31
|
Hong Kong
|
51
|
8
|
34
|
South Korea
|
48
|
9
|
36
|
France
|
46
|
9
|
36
|
Spain
|
46
|
9
|
36
|
Philippines
|
46
|
Explore:
Read the report
Hashtag: #GMTI2019
*The Organisation of Islamic Cooperation is an international organisation founded in 1969, consisting of 57 member states.
**Wudhu' (الوضوء) refers to a purification ritual that is carried out before prayers and which involves water.