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BY FARISHA RAHMAN
AS the global halal industry continues to expand, with projections estimating a market value of US $ 3.1 trillion by 2027, Thailand is positioning itself as a leading player in this rapidly growing sector. The country’ s strategic efforts focus on halal food exports, Muslimfriendly tourism, and cross-regional partnerships to meet increasing global demand, particularly from Muslimmajority markets across the Middle East and North Africa( MENA).
Recent developments by both the Thai government and the private sector reflect a clear national vision to strengthen Thailand’ s presence within the global halal economy. Two key initiatives stand out.
These include Thailand’ s impressive halal food export performance in 2024 and a new tourism campaign launched in partnership with Wego, the largest online travel marketplace in the MENA region, specifically targeting Muslim travellers.
RISING FOOD EXPORTS
According to the Thai Ministry of Commerce, the country’ s food exports to Organisation of Islamic Cooperation( OIC) member countries reached US $ 7.13 billion in 2024. This marks a strong 6.3 per cent year-over-year growth. These exports are the core part of Thailand’ s trade strategy and include essential halal-certified products such as rice, canned tuna, sugar, pet food, and seasonings.
Beyond Muslim consumers, halalcertified products are also gaining popularity among non-Muslim markets, primarily due to their high standards of hygiene, safety, and production. Halal products are increasingly viewed as symbols of quality, which provides Thailand with additional leverage in expanding to global consumer segments.
Poonpong Naiyanapakorn, Director General of the Trade Policy and Strategy Office at the Ministry of Commerce, stated that steady export growth confirms Thailand’ s competitive edge in the global halal food market. He added that this momentum presents
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Poonpong Naiyanapakorn |
Mamoun Hmidan |
a valuable opportunity for Thai businesses to strengthen their halal supply chains further and expand into untapped markets.
“ This solidifies Thailand’ s presence in the OIC market and signals a golden opportunity for Thai entrepreneurs to capitalise on surging global demand for halal products in 2025 and beyond,” Poonpong said.
Thailand’ s success in this area is supported by its modern food production infrastructure, strong food safety regulations, and internationally recognised halal certification system. OIC countries, such as Saudi Arabia, the United Arab Emirates( UAE), Malaysia, and Indonesia, have emerged as Thailand’ s top importers, reflecting a growing demand for high-quality halal products.
BOOSTING HALAL TOURISM
In addition to food exports, Thailand is investing heavily in its halal tourism offerings. In May 2025, the Tourism Authority of Thailand collaborated with Wego to launch a region-wide campaign promoting travel from MENA countries to Thailand. This initiative is designed to showcase a more diverse and culturally sensitive travel experience, going beyond Thailand’ s traditional beach and city attractions.
Thailand is now positioning itself as a destination that combines comfort, wellness, spirituality, and halal-friendly experiences. The campaign features wellness retreats in Chiang Mai, halal food trails in Bangkok, island escapes in Krabi, and cultural tours that reflect Thailand’ s deep heritage.
Mamoun Hmidan, Chief Business Officer at Wego, commented that Thailand is transforming into a destination that offers more than just leisure. It is becoming a top choice for travellers seeking culture, connection, and convenience. The campaign will include curated travel deals, Arabic-language content, and family-friendly itineraries tailored to the preferences of Muslim travellers across the region.
Ahmad Mad-adam, Director of the Tourism Authority of Thailand’ s Dubai Office, noted that this campaign aligns with the launch
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PARTNERSHIP SEALED: Mamoun Hmidan of Wego and Ahmad Madadam of the Tourism Authority of Thailand celebrate the launch of a joint halal tourism initiative.
of the Amazing Thailand Tourism and Sports Year 2025. He said that the initiative aims to highlight five unique experiences in Thailand: Must Taste, Must Try, Must Buy, Must Seek, and Must See. These themes are designed to encourage visitors to explore Thailand in a more meaningful and enriching way.
Thailand also continues to build its tourism infrastructure to accommodate Muslim travellers. The country offers visa-free or visa-on-arrival access to many nationals from the MENA region. It has increased the availability of halalcertified restaurants, prayer facilities, and Arabic-speaking services in major tourist hubs.
STRATEGIC HALAL VISION
Thailand’ s integrated approach to halal trade and tourism reflects a broader national strategy to participate actively in the Islamic economy. With the global Muslim population expected to grow to 2.76 billion by 2050, demand for halal products and services is set to increase significantly.
According to data from Salaam Gateway, the halal food and beverage segment alone is expected to reach US $ 1.89 trillion by 2027. This growth presents an opportunity not just for food producers but also for businesses in related industries, including logistics, certification, pharmaceuticals, fashion, cosmetics, and tourism.
Thailand’ s continued investment in halal development, global marketing, and regional collaborations demonstrates the country’ s commitment to establishing itself as a reliable hub for halal products in Southeast Asia. By upholding strict quality standards and addressing the specific needs of Muslim consumers, Thailand is well-positioned to build long-term leadership in the global halal industry.-
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