The Philippines sets a new standard in Muslim-friendly tourism

The Philippines continues to strengthen its position as a rising Muslim-friendly destination in Asia, welcoming travellers from the Middle East and the wider Muslim world through a growing ecosystem of halal- and Muslim-friendly tourism experiences. 

This momentum is further complemented by the country's strong tourism and cultural ties with neighboring Muslim-majority countries such as Brunei, Indonesia, and Malaysia under the Brunei Darussalam–Indonesia–Malaysia–Philippines East ASEAN Growth Area (BIMP-EAGA).

The Philippines is ready to welcome Muslim visitors from around the world—offering a place where faith meets genuine hospitality. Courtesy of Department of Tourism - Philippines From faith-filled traditions to Muslim-friendly destinations, the Philippines is ready to welcome Muslim visitors from around the world—offering a place where faith meets genuine hospitality. Courtesy of Department of Tourism - Philippines

Recognised by Mastercard-CrescentRating as a rising Muslim-friendly destination and ranked 8th among non-OIC destinations in the 2025 Global Muslim Travel Index (GMTI), the Philippines continues to gain international recognition for its efforts in advancing halal- and Muslim-friendly tourism. Across the archipelago, travellers can now experience a growing range of accommodations, halal-certified dining establishments, cultural attractions, and tourism services designed to support the faith-based needs of Muslim travellers while offering authentic cultural and heritage experiences.

Beyond tourism infrastructure, the Philippines is also investing in workforce development, destination preparedness, and cultural awareness initiatives to strengthen the delivery of halal and Muslim-friendly tourism services nationwide. The Philippines Department of Tourism (DOT) continues to support this growth through the implementation of its Muslim-Friendly Accommodation Establishment (MFAE) Recognition Program across hotels and tourism establishments, while also encouraging halal certification among restaurants, accommodations, and tourism service providers throughout the country.

Muslim-friendly tourism infrastructure continues to expand across the Philippines, supported by the DOT's nationwide halal tourism development initiatives. To date, the DOT has officially recognised 67 Muslim-Friendly Accommodation Establishments (MFAEs). Leading this effort is Megaworld Hotels & Resorts, the first hotel chain in the Philippines to achieve 100% MFAE recognition across all of its properties.

The Philippines also takes pride in strengthening the cultural awareness and preparedness of its tourism workforce. Through various training and capacity-building initiatives conducted by the DOT, an estimated 3,000 tourism frontliners and stakeholders nationwide have received specialised training on the fundamentals of halal, understanding Muslim travellers and guests, and the importance of culturally-sensitive and respectful service. 

Among the country's leading destinations, Boracay continues to strengthen its position as a Muslim-friendly island destination through initiatives such as Marhaba Boracay, which features an 800-square-meter beach cove dedicated for Muslim families. Boracay, Cebu, Cagayan de Oro, Davao City, and Metro Manila continue to feature a growing number of halal-certified dining establishments, prayer facilities, and tourism services designed to support the needs and comfort of Muslim travellers.

Beyond accommodations and dining, the Philippines offers Muslim travellers opportunities to experience the country's rich cultural diversity through heritage tours, island and nature experiences, vibrant local communities, and visits to Islamic heritage sites across Mindanao. 

The DOT continues to strengthen its engagement with key Muslim travel markets, including the Middle East and neighboring Muslim-majority countries such as Brunei, Indonesia, and Malaysia. Through international promotions, tourism collaborations, targeted destination campaigns, and the Muslim-Friendly Travelogue of the Philippines*, the country continues to highlight its expanding tourism offerings, accessibility, and commitment to inclusive travel experiences. 

As the global halal travel market continues to grow, the Philippines remains committed to offering travel experiences rooted in hospitality, cultural diversity, and respectful understanding of Muslim traditions and values. Direct connectivity from key international gateways to destinations such as Manila, Cebu, and Clark allows easy access to the country's tourism destinations. 

*The three-volume travelogue series showcases the Philippines through curated features on halal and local cuisine, tourism destinations, and the country's Muslim-friendly tourism initiatives and experiences. Get the travelogue via the QR code shared by the Philippine Embassy in Jakarta on Instagram in July 2025.

Source: Philippine Embassy in Jakarta via Instagram. QR codes for Muslim tourists planning to visit the Philippines.

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Mastercard and CrescentRating reports suggest 245 M Muslim travellers by 2030

Mastercard, in collaboration with CrescentRating, has released two new reports: Halal Travel Trends 2026 and Muslim Women in Travel 2026, examining how Muslim travel is evolving amid rising demand for more inclusive, trusted and purpose-led experiences.

Halal Travel Trends 2026 revealed that international Muslim visitor arrivals were estimated at 186 million in 2025 and projected to reach 245 million by 2030. Meanwhile, Muslim Women in Travel 2026 found that Muslim women travellers accounted for 90 million international arrivals in 2025, representing 48% of global Muslim visitor arrivals, up from 63 million and 45% in 2019.

Additionally, baseline services for Muslim-friendly tourism – halal food and prayer spaces – have stepped up in recent years, identifying experiences such as safety, digital confidence, and faith-aligned assurance as part of the new norm, the organisations said.

At the centre of both reports is CrescentRating’s RIDA framework (responsible, immersive, digital and assured) which provides a practical roadmap for destinations, tourism boards and businesses to better serve Muslim travellers.

Asia remains central to the global Muslim travel landscape. Halal Travel Trends 2026 found that the region drew nearly 120 million Muslim visitors in 2024, representing 65% of the world’s 176 million global Muslim visitors. The report attributes Asia’s strength to connectivity, cultural depth, established halal infrastructure, and proximity between major Muslim source and destination markets.

Amid global volatility, travel demand remains steady, with more travellers favouring closer destinations. Intra-ASEAN travel is picking up, offering opportunities for regional players to better meet evolving preferences and the region is particularly well positioned to capture this demand. Malaysia, Indonesia, Singapore and Brunei feature among the preferred destinations for Muslim women travellers, while Southeast Asia accounts for 5.8 million Muslim women travellers as a source region.

Beyond Muslim-majority destinations, the reports also point to growing opportunities for destinations that can make Muslim-friendly readiness more visible and reliable — helping destinations convert interest into bookings while strengthening traveller confidence.

Muslim Women in Travel 2026 spotlights one of the most influential segments within the broader Muslim travel market. Muslim women are increasingly shaping where, how and why trips are planned — whether for family holidays, solo travel, religious journeys, business trips or women-led group experiences.

The report finds that safety and trust are key priorities. General safety and comfort are the most important destination factors for 60% of Muslim women travellers, followed by Muslim-friendliness at 30%. Travellers want to feel confident accessing halal food, finding prayer spaces, dressing modestly, moving through destinations safely and practicing their faith without discrimination or judgement.

Digital discovery is also playing a defining role. The report finds that 68% of respondents said social media influenced their travel decisions, with Instagram as the most used platform, followed by YouTube and TikTok. AI tools are also emerging as a new layer of travel assurance, helping travellers research destinations, compare options, plan itineraries, identify halal dining, locate prayer spaces and assess safety considerations.

“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, Senior VP, Customer Solutions Center, Southeast Asia at Mastercard.

“Through the RIDA framework, destinations and businesses have a practical way to think about the full traveller journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”

Both reports point to a clear industry opportunity: Destinations that make Muslim-friendly services more visible, verifiable and consistent will be better positioned to convert interest into visits and build long-term loyalty.

The RIDA framework provides a practical way for destinations to respond:

Responsible: Support community-led tourism, environmental stewardship and regenerative travel practices.

Immersive: Create deeper cultural, heritage and local experiences that go beyond sightseeing.

Digital: Use technology, AI and secure digital payments to reduce friction and increase confidence.

Assured: Build trust through verified halal services, safety standards, inclusive infrastructure and consistent quality across touchpoints.

“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, Director of Operations, CrescentRating.

“Muslim travellers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”

Mastercard and CrescentRating said the reports highlight the need for a more integrated approach to tourism development. By embedding responsible practices, authentic experiences, digital confidence and trusted faith-aligned services into destination planning, the travel industry can unlock stronger participation, deeper loyalty and more resilient growth.

The Mira Hong Kong hosts iftar together with Miramar Travel and the Turkiye Consulate

The Mira Hong Kong has hosted its 2nd-ever annual Ramadan Iftar Dinner on 26 February, reinforcing the city's efforts to position itself as a Muslim‑friendly destination and a regional hub for culturally inclusive hospitality. Building on the inaugural iftar hosted last year — the first of its kind staged by a luxury hotel in Asia's World City - the event was jointly organised with the Consulate General of Türkiye in Hong Kong and Miramar Travel.

Source: The Mira Hong Kong. VIPs gathered on stage at the 2026 Ramadan Iftar Dinner at The Mira including 12 Consuls General plus event co-hosts: Consul General of Türkiye in Hong Kong Kerim Sercan Evcin (front middle), GM of Miramar Travel Alex Lee (middle left), and Head of Hotels & Serviced Apartments of the Miramar Group, Alexander Wassermann (middle right). Consuls General in attendance are from Muslim‑majority nations across the Middle East and Asia, representing Egypt, Kuwait, KSA, Iran, Pakistan, Kazakhstan, Bangladesh, Brunei, Malaysia and Indonesia, as well as Romania and Poland.

Hong Kong's Deputy Chief Secretary for Administration, Cheuk Wing Hing said: "We are committed to further promoting Muslim tourism and facilitating halal certification, as outlined in the Chief Executive's 2025 Policy Address. Our goal is clear: to enhance Muslim-friendly services for our residents, and to position Hong Kong as a welcoming destination for Muslim visitors from around the world. Through sustained collaboration, we can strengthen Hong Kong's reputation as a vibrant, inclusive city and enrich its cultural tapestry with diversity." 

Alexander Wassermann, Head of Hotels & Serviced Apartments, Miramar Group, said: "It is a meaningful honour for The Mira Hong Kong to host a Ramadan Iftar Dinner once again as a continued commitment to providing a unique platform where cultures connect through hospitality, respect and shared experiences. This annual celebration not only honours the spirit of Ramadhan but also underscores The Mira's leadership in forging Muslim-friendly hospitality. 

"Leveraging on the prime location neighbouring with the Kowloon Mosque, and offering broad range of services ranging from halal Cantonese fine dining, halal wedding banquets to halal coffee breaks for meetings and events, our design-led, tech-forward property named Muslim Friendly Hotel of the Year by CrescentRating, continues to align our guest experience in newly-refurbished guest rooms with Global Muslim Travel Index identified trends so that The Mira Hong Kong remains a destination hotel of choice for Muslim leisure and corporate travellers, and a benchmark for inclusive hospitality in our city."

Muslim-focused wearables launched at CES

Muslim-focused consumer technology will appear alongside mainstream global wearables at CES 2026 as iQIBLA unveils its third-generation smart device lineup at the event. The products address daily religious practice, continuous health monitoring, and physically-demanding environments, reflecting how connected devices are increasingly being designed around real cultural and environmental needs.

Source: iQIBLA. The iQIBLA third-generation smart wearables: (from left) the Zikr Ring J03 smart ring, Qwatch S6 smart watch, and the Hajj Band.

Founded in 2021, iQIBLA created the smart dhikr (ذِكْر, remembrance of god) ring category and has since shipped more than 3.5 M devices worldwide, with particularly strong uptake across GCC markets including KSA, the UAE, and Kuwait. There has been broader adoption across the Middle East and Southeast Asia, iQIBLA said.  

The Zikr Ring J03, iQIBLA's third-generation smart ring and the first to integrate Qibla direction into a ring-based wearable. Designed for discreet, continuous use, the device supports nine dhikr channels, touch controls, text display, prayer time reminders, and daily activity tracking.

Also featured is the Qwatch S6, a third-generation Bluetooth smart watch equipped with medical-grade sensors. The device monitors heart rate, blood oxygen levels, sleep quality, physical activity, and sedentary behaviour. Alongside these health functions, it includes Quran access, prayer time reminders, qibla direction, a tasbih counter, multiple dhikr channels, and a Hijri calendar.

Completing the lineup is the Hajj Band, developed specifically for Hajj, umrah, and other high-exertion, high-density environments. The wearable continuously collects vital-sign data, uploads health information in real time, and issues alerts as physical strain increases, supporting users during prolonged walking, heat exposure, and crowd-intensive conditions.

"From the beginning, our focus has been on building technology that fits naturally into daily life," said the founder of iQIBLA, Jack Shao. 

"Many of our real-world use cases come directly from the Middle East. CES gives us a platform to show how these products sit naturally alongside the wider global consumer technology industry."

Muslim women travellers spent over US$80 billion last year

Twenty-eight percent of trips taken by Muslim women last year were taken solo, indicative of a growing younger demographic willing to experience the world alone, according to a new report released by Mastercard and CrescentRating.

An estimated 63 million Muslim women travellers spent over US$80 billion on their journeys last year. This number is expected to grow.

“Despite the increasingly ubiquitous Muslim women travel market, to date little research has been done to better understand this fast-emerging segment and their specific challenges. This study provides the industry with a clear lens to understand their intrinsic and extrinsic travel motivations. This includes their unique travel behaviour driven by triple 'E's – explore, energise and empathise.

"Together with interviews with multiple Muslim women travellers of diverse backgrounds and profiles, we trust the report will enable industry stakeholders to better cater to this segment,” said Raudha Zaini, Head of Marketing of CrescentRating & HalalTrip.

Two-thirds of Muslim women travellers are 40 years of age or younger, and over half of them use some form of social media to scope out accommodation, logistics and dining. Most of the segment set off on trips two to three times per year.

Leisure takes precedence (90%), followed by religious travel (21%) and business (11%). The study confirms that they exert considerable influence in trip planning regardless of who they travel with. That said, seven in 10 (71%) travel with their families, and therefore prefer family-friendly destinations.

Female travellers constitute one the fastest-growing segments within the global travel market and their main needs, such as safety and security, are mirrored within the Muslim women demographic. However, Muslim women travellers also look to integrate religious amenities into their trips with 94% of survey respondents reporting halal dining as a travel priority.

Accessible religious facilities with female-only prayer rooms (86%) and single-gender spas and beauty salons (79%) also factor highly into their itineraries. Social justice, an important part of their faith, also influences their journeys, with 73% seeking ecofriendly travel options abroad.

“Muslim women travellers are ready to see the world. This young and driven demographic is ready to engage travel industry providers who welcome them and curate experiences that keep their values and community in the forefront. Mastercard and CrescentRating’s newest report aims to inform industry stakeholders as they tailor their products and services to this up-and-coming demographic,” said Aisha Islam, VP, Market Product Management, Mastercard.

Details:

Download the report

Indonesia and Malaysia lead in Muslim travel market

- Indonesia shares the top spot with Malaysia on the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2019.

- 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.

First-ever Indonesia Muslim Travel Index names Lombok as key destination for halal tourism

- Indonesia launches travel index* to position as itself a leader in the US$220 billion Muslim travel marke

- The Mastercard-CrescentRating Indonesia Muslim Travel Index (IMTI) 2018 benchmarks 10 Indonesian provinces on their readiness to welcome Muslim tourists

- IMTI reveals that Lombok, Aceh, and Jakarta as key destinations for halal tourism

Source: Crescentrating website. IMTI 
2018 report cover.

The Mastercard-CrescentRating Indonesia Muslim Travel Index (IMTI) 2018 has been launched in Jakarta by Pak Arief Yahya, Minister of Tourism, Indonesia, with the aim of-fast tracking the development of its provinces to welcome Muslim tourists. The country has a target of welcoming 5 million Muslim tourists in 2019. 

The IMTI benchmarks Indonesian provinces in four strategic areas – access, communications, environment and services – and tracks the health and the growth of the travel segment across the country. The 10 provinces covered in this years’ index are Aceh, the Riau Islands, West Sumatra, Jakarta, West Java, Central Java, Yogyakarta, East Java, South Sulawesi and Lombok (West Nusa Tenggara). The IMTI is part of the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) Series of reports.

The inaugural IMTI reveals that Lombok, Aceh, and Jakarta are new key destinations for halal tourism. 

In 2016, a Halal Tourism Acceleration and Development Team was set up by the Ministry of Tourism in Indonesia to address the development and promotion of halal travel in the country amidst rising competition from other countries developing their own halal tourism initiatives. Indonesia has worked to develop infrastructure and services to attract the Muslim tourist and has consistently improved its global position in the GMTI, from 6th place in 2015 to 2nd place in 2018.

Best known for its pristine beaches and home to over a thousand mosques, Lombok has been at the forefront of developing the destination for halal tourism. The regional authorities have shown strong commitment to educate the stakeholders and promote the destination as a Muslim-friendly destination.

Indonesian Tourism Minister Arief Yahya said, “IMTI is an important milestone to achieve the halal tourism target by 2019, including becoming the No. 1 halal destination and attracting 5 million foreign Muslim travelers, 25% of the overall 2019 foreign visitor target.”

Global Muslim traveller expenditure is projected to reach US$220 billion in 2020 according to GMTI 2018. It is expected to grow a further US$80 billion to hit US$300 billion by 2026. In 2017, there were an estimated 131 million Muslim visitor arrivals globally - up from 121 million in 2016 - and this is forecast to grow to 156 million visitors by 2020, representing 10% of the global travel segment.

Halal tourism is key to Indonesia’s economic growth and it is prospected to be the country’s biggest foreign exchange source in the future. The travel index highlighted recommendations for innovation and growth in the Muslim travel segment in Indonesia. Recommendations included improving connectivity and infrastructure as well as building online content and resources to attract more international tourists, while improving the country’s overall global halal destination branding.

“Given its natural beauty and cultural richness, tourism offers a huge growth opportunity for Indonesia. With its standing as the world’s most populous Muslim country, Indonesia has the core infrastructure and environment in place to cater to the needs of Muslim travelers. IMTI 2018 insights will enable the regions within Indonesia to build on their strengths to better cater to the requirements of Muslim travelers," said Fazal Bahardeen, CEO of CrescentRating & HalalTrip.

“Mastercard and CrescentRating have collaborated since 2015 to create a suite of comprehensive research material offering invaluable insights on the halal travel sector. These in turn enable governments and the tourism industry to better cater to the needs of Muslim travelers. Indonesia has done a wonderful job in enhancing the country’s tourism landscape and infrastructure. The IMTI is an innovative partnership between the public and private sector which aims to empower provinces with the information they need to continuously improve their local travel industry,” said Safdar Khan, Division President Indonesia, Malaysia and Brunei, Mastercard.

IMTI 2018 Rank	Province	Score
1	Lombok (West Nusa Tenggara)	58
2	Aceh	57
2	Jakarta	56
4	West Sumatra	55<
5	Yogyakarta	51
7	West Java	51
6	Riau Islands	50
8	East Java	48
9	Central Java	47
10	South Sulawesi	30

Details:

Read the report

Explore:

Read the Suroor Asia blog post about building a halal-friendly tourism industry in Indonesia

Hashtag: #IMTI2018

*Key metrics for IMTI 2018 include access, which comprises of infrastructure; communications, which looks at how destinations market themselves to the target audience; environment, one which is welcoming of Muslim visitors; and services. Each criterion is then weighted to make up the overall index score.

Shaza hits sweet spot for halal travel

Nader talks about Shaza's positioning.

Shaza Hotels – an affiliate of Kempinski, wants to be the world's leading Muslim-friendly hotel brand. The brand hits a sweet spot where other brands are not playing, says Chris Nader, VP, Shaza Hotels.

First off, there is currently high demand for halal-friendly services but a low supply of quality halal acommodation around the world, Nader said at the recent Halal-In-Travel Asia Summit.

"Investors are shy to invest in halal travel especially outside of OIC countries. The key focus is that Muslim travellers don't always travel in Muslim countries. This is where the investment opportunity is."

"When you Google 'halal hotel', 'dry hotels', 'shari'ah-compliant hotels' – the image of halal tourism that (you get is that) you're providing accommodation that looks like it is coming from the 1800s," he added.

Third, there are brands which are not built on values that are halal, but which provide token support such as Ramadhan timings, he continued.

Source: Shaza Hotels website. Bedroom at the Shaza Riyadh.

Shaza addresses these challenges as a luxury, high-quality, halal-friendly accommodation platform that can be found around the world. The food and beverages are halal; there are prayer facilities, segregation of the wet areas, privacy and respectful entertainment, Nader said.

"It takes a lot of education to design a (property) for our market," he commented. Among the considerations for halal travel are the ability to rent swimming pools for privacy, and separate pools for ladies. The pools tend to be situated on the rooftop so that they are impossible to see from the rooms, Nader said.

Nader disclosed that Shaza's loyalty programme has 11 million members. "Niche doesn't mean small. Niche means specialised," he said.

Details:

Shaza has two brands, Shaza for five-star accommodation, and Mysk which is more high-tech and  fronts its four-star properties. Mysk offers 30 sq m rooms whereas Shaza rooms may be 45 to 50 sq m.

In 2018, Shaza opened the Shaza Makkah in KSA, complementing the Shaza Al Madina. The Shaza Riyadh and the Shaza Jeddah are expected online soon. New Shaza properties are coming online in Doha, Qatar and Salalah, Oman in 2019.

Mysk by Shaza, Al Mouj, can be found in Muscat, Oman, while Mysk Kuwait, opposite the Messilah beach district, opens early 2020 and Mysk the Palm in Jumeirah is to open before Expo 2020 in Dubai, UAE.

Other hotels are planned in Lombok, Indonesia; Colombo Sri Lanka, and Muscat, Oman.

Check out Shaza's promotions

Hashtags: #halalintravel, #itbasia2018

The changing face of travel

Bahardeen (left) and Rafat (right). 

A fireside chat between Fazal Bahardeen, CEO of CrescentRating and HalalTrip and Rafat Ali, CEO and Founder, Skift at the Halal-In-Travel Asia Summit touched on how travel agents have evolved.

Rafat noted that retail travel agents are "pretty much gone" in the US, with companies retreating into sectors where travel is complex, such as for cruises, or luxury travel.  "Nobody buys an airline ticket through them any more, they buy experiences," he said. 

"The mindset of 'I need choices, guide me to pick the right choices, let me figure out my own way', is cutting across a large swathe of (generations). Baby boomers are the fastest-growing part of people who do book AirBnBs, and the largest part of people who rent out their houses. It is changing quite a bit," he said.

He observed that Millennials are independent and prefer to bypass travel agents, but that the attitude is spilling over into other demographics. "The Millennial mindset is a mindset that is growing across diff generations. Don't get hung up on a single demographic - even Millennials aren't a single demographic. 

KSA has projected that it can accept 15 million umrah pilgrims by 2020.

He noted that when it comes to Hajj and umrah, a big proportion of people may be travelling for the first time. "None of the marketing for any travel brand ever talks about the first-time traveller," Rafat pointed out.

"The human touch is important," he said.

Asked if Skift will focus on Muslim travel, Rafat said no. The publication does cover CrescentRating reports, but he draws the line at "creating separate lanes". He explained that the editorial stance is global and that his personal philosophy is that Muslims should exist within the larger society. 

"We should travel as normal human beings carrying our normal identities but we don't ask (for special treatment) – I can figure out my own way," he said.

"Let's integrate into the larger world and hence have a larger platform for what we can discuss in Muslim world."

Rafat also said that Muslims can adopt multiple 'skins'. "In a Muslim country we can turn on our ma sha Allah, in sha Allah, whatever. In a non-Muslim country a large part of us can do what they do for a large part," he said.

Hashtags: #halalintravel, #itbasia2018

Millennial and Gen Z Muslim travellers are driving a US$180 billion online travel market

Source: CrescentRating website. Cover for the
Mastercard-CrescentRating Digital Muslim
Travel Report 2018.

The increasing reliance by Muslim Millennials and Generation (Gen) Z* on the Internet, social media and smartphones for discovering new travel destinations and then booking trips is driving a significant revenues for the travel industry.

In 2017, CrescentRating found that Muslim Millennials rely very heavily on social media and online reviews for travel; travel two to five times annually, and look for halal food and prayer tools online - behaviours condensed into the pillars accessibility, affordability and authenticity.

"This year continue the discussion and fully understand their journey not just from the Millennial point of view, but also zoom out and really understand the profiles of Millennial travellers in general," Raudha Zaini, Marketing Manager, HalalTrip and CrescentRating said.

Unveiled at the Halal-In-Travel Asia Summit, the Mastercard-CrescentRating Digital Muslim Travel Report 2018 (DMTR2018) has revealed what shapes the growth of online purchases by the next generation of Muslim travellers. The research projects that online travel expenditure by Muslim travellers will exceed US$180 billion by 2026.

The DMTR2018 is the first comprehensive report looking at the online travel patterns and attitudes of Muslim travellers across different demographic groups. It extends the research on the digital Muslim traveller population, expanding beyond the Muslim Millennial traveller (MMT) segment which was studied last year in the Muslim Millennial Travel Report 2017, and also analyses travellers along the continuum of strictly practising, "less practising" and practising travellers.

Fazal Bahardeen, CEO of CrescentRating and HalalTrip, said “The DMTR2018 reveals important online behaviour and preferences of Muslim travellers. It will equip tourism destinations, tour operators, airlines and other tourism and hospitality stakeholders with insights of online platforms and social networking services to evaluate the potential within the Muslim market.

“With the rapid proliferation of enabling online technologies and payment methods and the rise of Muslim digital natives, as a major segment within the Muslim travel market, the outlook for the digital space is very positive. Destinations need to ensure that their messages reach Muslim travellers through online channels. This report gives the industry a practical and ready segmentation criterion to empathise with different demographics. Digital is real and transcends generations.”

Key takeaways from the DMTR2018 included:

- Digital is real and transcends generations

Different generations are using digital, though they behave differently, Zaini said.

- Content is key.

"You have to focus on all segments, and not just Muslim Millennial travellers," Zaini noted. 

- A mix of online platforms are used per product or service journey

"The impact on business is that you need to be agile enough to appropriately display your content, be it desktop or mobile, and be smart enough to understand what users are looking for," she said.

Devesh Kuwadekar, VP, Market Development, Mastercard, noted that 2018 marks the fourth year of Mastercard's partnership with CrescentRating. He said, “The halal travel market continues to be one of the fastest growing travel segments globally, with Muslim visitor arrivals representing about 10% of the entire travel industry globally in 2017. Muslim travellers are spending more time online researching and comparing information before they finally choose and pay for their ideal travel experience.

"Mastercard works with likeminded partners to create tailored offerings for customers across a wide range of passion points. As consumers explore more countries and regions, Mastercard is also seeing an increase in the use of cashless and digital payments through prepaid and debit options as a safer, more convenient and reliable form of electronic payments for greater peace of mind when travelling.”

"We are collaborating with banks and others to create a safer experience across all touch points," he added.

Online travel purchases will be worth US$180 billion in 2026.

Muslim Millennials go online to plan their trips, accounting for 40% of all Muslim traveller transactions, but Gen X and Gen Z as well as Baby Boomers (listed as Others) are also digital users.

The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2018, released in April this year, confirmed that the Muslim travel market will continue its fast-paced growth to reach US$220 billion in 2020 and US$300 billion by 2026. In 2017, there was an estimated 131 million Muslim visitor arrivals globally. CrescentRating research indicates that more than 60% of Muslim travellers were either Millennials or Gen Z.

The GMTI 2018 found that 30 Muslim outbound markets** represent 90% of the overall Muslim visitor arrivals and should be the focus of the travel industry. This study looked at the “digitally enabled” environment of these markets to understand the potential of digital transactions. These destinations have been divided into distinctive clusters based on the market size and digital access.

Cluster A Large outbound markets with a high level of digital enablement	KSA Malaysia UAE	These are regions with large Muslim populations and high per-capita GDP, allowing a high percentage of travellers to travel internationally. The majority of the residents in these countries are digital-savvy and have the latest digital infrastructures.
Cluster B High level of digital enablement but smaller outbound markets	OIC countries Kuwait Qatar Lebanon Tunisia Azerbaijan Kazakhstan Non-OIC countries UK Germany France Singapore Russia	These are countries with residents who are digital-savvy and have the latest digital landscapes but their populations are smaller in comparison to those in Cluster A.
Cluster C Good level of digital enablement but smaller outbound markets	Oman Albania Morocco China	They have good digital infrastructures but the population of Muslim travellers travelling internationally is still small.
Cluster D Emerging growth markets with fast-growing levels of digital enablement	Turkey Indonesia Egypt Iran	These are majority Muslim countries with a growing outbound travel market. Even though they may not have widespread digital infrastructures yet, businesses can look at these markets for medium-to-long term prospects.

Bahardeen noted that while the markets are diverse, the travellers share values of a common faith and identify as Muslims. That said, they come from different locations, speak multiple languages and dialects, and have differences in cultural lifestyle, plus varying degrees of halal consciousness.

"It is not a homogeneous market. You really have to get an understanding of each of those markets," he said, adding that someone from a more secular country who goes to a strict Muslim country may become stricter during a trip, and vice versa, so there cannot be hard and fast rules on hospitality. 

"We have to look at different ways of catering to them," he said.

Explore:

Read the Mastercard-CrescentRating Digital Muslim Travel Report 2018 report 

Hashtags: #halalintravel, #itbasia2018

*According to CrescentRating, baby boomers are classed as those born between 1946 and 1964; Generation or Gen Xers were born between 1965 and 1980; Millennials from 1981 to 1996, while Gen Zers were born from 1997 onwards.

**Outbound refers to people from one country going to travel overseas. Inbound refers to the opposite, people from other countries travelling to a particular country.