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@ Halal | July-August. 2026

Tasks that once took hours now require only a brief interaction with technology. For Muslim travellers, however, this convenience is just one aspect of a broader transformation in global tourism.

Few have observed this transformation as closely as Fazal Bahardeen, Founder of CrescentRating. Before Muslim-friendly tourism became a focus for governments and tourism boards, he advocated for recognising the influence of Muslim travellers.

Now, as artificial intelligence changes how people search and book travel, Fazal believes the industry is entering a new phase where visibility, credibility, and trust are more important than ever.

" The industry is moving from discovery to delegation," he says. " People are no longer discovering destinations themselves. They ' re asking AI to do it for them."

His observation highlights a major shift in the tourism industry. Travellers no longer scroll through endless search results or compare numerous websites. Instead, they increasingly rely on AI platforms to filter information, recommend destinations, and provide instant answers.

This technology has become the starting point for travel planning, influencing decisions well before a ticket is purchased.

MORE THAN NUMBERS

The Muslim travel market has grown significantly in both size and influence over the past decade. Once considered a niche segment, it is now among the fastest-growing tourism markets, drawing interest from airlines, hotels, destination marketers, and national tourism organisations. Muslim travellers are now recognised as key drivers of future

• Muslim travel is rapidly growing with younger, digitally connected travellers seeking seamless Muslim-friendly experiences.

• AI is transforming travel planning by acting as a personalised assistant that recommends destinations based on preferences, making structured and

trustworthy digital information crucial.

• Trust in accurate, transparent, and verified information about halal services and safety now drives Muslim travellers ' decisions more than ever before.

TRUST TAKES CENTRE STAGE: Fazal Bahardeen highlights the growing role of trust in shaping Muslim travel ' s future at the HalalTrip Global Summit 2026.

Fazal Bahardeen tourism growth.

This momentum is ongoing. International Muslim arrivals reached an estimated 196 million in 2025 and are projected to grow to 262 million by 2030. Travel spending is expected to reach US $ 310 billion by decade ' s end.

While these figures are promising, Fazal emphasises that understanding the behaviours behind the numbers is more important than celebrating growth alone.

Today ' s Muslim travellers are younger, more digitally connected, and more confident exploring destinations beyond traditional Muslim-majority countries. They travel independently, make decisions through digital platforms, and expect information to be readily available.

This shift creates opportunities for adaptable destinations and challenges for those relying on traditional tourism strategies.

THE AI SHIFT

Technology has long influenced travel, but artificial intelligence is now transforming how decisions are made, not just how bookings occur.

Travellers now ask direct questions and expect immediate, personalised answers that match their interests, budgets, and preferences. AI is no longer just a search tool, but it acts as a travel companion, helping travellers narrow their choices before they begin their own research.

Fazal sees this as a turning point for tourism businesses. The industry can no longer focus solely on advertising or social media. Destinations must ensure their information is structured so AI platforms can understand, interpret, and confidently recommend them.

" Build for delegation, not discovery," he said.

This message challenges traditional tourism marketing. Success now depends not only on online visibility, but also on whether digital systems can recognise a destination, understand its offerings, and include it in recommendations to potential visitors.

Accurate data, organised information, and consistent digital content are now as important as physical attractions. If AI cannot identify what makes a destination Muslim-friendly, travellers may never discover it.

TRUST TAKES CENTRESTAGE

While technology changes how people search, trust remains the key factor in final decisions.