March-April . 2024

Mud Orange conducted a study revealing the flourishing interest in travel and tourism among the 3.9 million British Muslim population in recent years . A desire for cultural immersion , leisurely escapism , and spiritual journeys propels this surge . The study delves into modern Muslims ’ evolving needs and demands , covering destination choices , activities , and more .

Notably , while brands like Emirates Airlines and Booking . com have engaged during key Muslim moments , the British Muslim population expresses a need for continuous attention throughout the marketing calendar .

This Travel & Tourism study is the latest instalment in Mud Orange ' s cultural insights research . The study engaged with over 1000 British Muslims across the UK to unveil their motivations , behaviours , and attitudes toward various lifestyle areas , providing valuable insights for brands seeking opportunities to engage with this demographic .

Mud Orange ’ s study on British Muslims in travel reveals critical insights : the demand for Muslim-friendly holidays , the need for holiday inspiration , the adventurous spirit of Gen Z , the enduring popularity of Islamic trips , and the rise of staycations .

T�E �E�AN� FOR ��SLI�- FRIENDLY HOLIDAYS

TOP travel destinations for British Muslims are the UAE and Turkiye , which are known for their Muslimfriendly environments and rich cultural experiences . These Muslim-majority countries ensure halal food and accommodate Muslim needs , allowing British Muslims to enjoy a seamless experience .

British Muslim travellers often create their itineraries , leading to the emergence of Muslim-owned travel companies like HalalBooking and HalalTrip . However , there is an untapped potential for brands to engage this market further . Expanding Muslim-friendly packages and direct communication from airlines like British Airways could enhance the overall travel experience for British Muslims .

THE RISE OF STAYCATIONS

STAYCATIONS are gaining popularity among British Muslims , with one in four considering a British staycation over the next year — a trend on the rise annually . Factors contributing to this surge include the growth in household disposable income and increased visibility of the diverse British landscapes and history on platforms like TikTok . Muslim family getaways are becoming common in destinations such as Bath , Edinburgh , Lake District , and the Cotswold .

This trend presents a significant opportunity for local tourism boards to engage with British Muslims , showcasing appealing experiences and activities tailored to Muslim lifestyle choices and preferences .

THE NEED FOR HOLIDAY INSPIRATION

NEARLY half – 44 per cent of British Muslims express a willingness to explore a new country if they had the information or guidance . The unknown aspects of unfamiliar destinations , including halal dining and Muslimfriendly activities , can be intimidating . Many rely on insights from friends , family , and social media influencers to assess the “ Muslim friendliness ratings ” of a destination . A respondent noted TikTok was a valuable source for such reviews .

Solo travel is less common among British Muslims , who prefer tour groups like The Muslim Women ’ s Travel Group . Travel agencies can sei�e a significant opportunity by addressing British Muslim travellers ’ challenges , providing curated and communicated offerings to boost confidence and inspire diverse experiences .

London , England .

THE ADVENTUROUS SPIRIT OF GEN Z

ONE in three Muslim Gen Z individuals plans adventurous activities while travelling abroad , including skydiving , ziplining , theme parks , and water sports . For them , travel is about maximising experiences and creating unforgettable moments through adrenaline-fueled activities .

Activity booking platforms can engage these energetic British Muslim travellers by offering Muslim-friendly activities . Creative campaigns that resonate with and represent these adrenaline seekers and curated content inspiring their next trip can challenge the stereotype that Muslims are reserved and unadventurous , tapping into the fun and energetic population .

ENDURING POPULARITY OF ISLAMIC TRIPS

ISLAMIC trips , which include exploring Islamic history and religious experiences , constitute one in six British Muslim trips annually . Approximately eight per cent of these trips are dedicated to Hajj and Umrah ( Pilgrimage ) in Saudi Arabia , with the remainder aimed at discovering Islamic heritage in destinations such as Turkiye , Spain , and Bosnia .

While award-winning tour groups exist for organising these trips , there is untapped potential for airlines , airports , and hotel chains to enhance the seamless , comfortable , and graceful aspects of these experiences , catering to the unique needs of Muslim travellers . - RnR

Mud Orange is an independent creative agency renowned for its award-winning work , specialising in niche audiences . The summary article of the insights mentioned above can be accessed at https :// www . mudorange . com / latest / travel-tourism-for-british-muslims-2023-findings .