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Industry Talk
@ Halal | November-December . 2022
BY DR AZMI ABD AZIZ Chief Technical Officer , Global Haltech
Enhance halal travel industry Beach resorts are an emerging market and a potential opportunity for halal travel
THE awareness of Halal issues among Muslims has significantly increased among Muslim tourists . Therefore , halal tourism is a fast-growing industry . As a result , there is growing interest in halal options to satisfy Muslim travel needs and in halal tourism among tourists , researchers , policymakers , industry players , and destination marketers .
Halal travel and Muslim-friendly tourism are new segments in the halal service industry getting significant opportunities . The demand exists in terms of halal meals on flights and hotels , halal airlines , Muslim-friendly hotels and beaches , etc . Availability of halal food and beverages is vital for destinations that target Muslim travellers .
It is now common for Muslim tourists to request halal food and beverages when they visit non-Muslim destinations . Most Muslims are very concerned about in-flight halal meals when travelling on a long flight .
Middle East flight services are aware of serving halal meals onboard departing from all major airports in the world , which is different from the global trend . It has been continuously reported by the Centre for Aviation ( CAPA ), witnessing the growth and expansion rate of the halal industry not seen in any other global market .
The beach resorts are an emerging market and a potential opportunity for halal travel . Personal et al . 2009 reviewed the report “ Salaam Gateway January 2016 ” and emphasises the significance of this market . These beach resorts target Muslim travellers by offering them halal foods , stay with no alcohol premises , dedicated prayer rooms , separate pools and fitness centres and other Muslimfriendly services addressing Muslim lifestyle needs .
The report mentions 32 beach resorts in countries like Turkey , Thailand , Maldives , Egypt , Jordan , Kuwait , and UAE that offer a wide range of price levels , from budget to luxury .
One of the apparent expenses by Muslim travellers is for Hajj or Umrah , which is the holy task performed by millions of Muslims every year . Potential opportunities prevail in the market of Hajj and Umrah . For example ,
• launch of low-cost carriers by Malaysia Airlines in 2018 ,
• digital solution to perform Umrah al badal ,
• introduction of hi-tech bracelets in Hajj safety push by Saudi Arabia ,
• Many other market players .
Halal industry development and tourism industry
Three major factors are driving the rapidly growing global halal market .
• First , the sizable and growing Muslim population at 1.8 per cent per annum ,
• Boosting economic development and hence increasing purchasing power among Muslims .
• The emergence of the potential halal market in non-Muslim nations and halal industry players . As a way forward , industry players should deepen their knowledge and understanding of the Muslim market ( pattern and behaviour ), regularly update data , and exploit untapped market niches and product sales and promotion .
In the tourism industry context , studies show empirical evidence that tourist satisfaction is a primary reason for their decision to review and endorse the destination to others . The travellers most probably revisit the places and are keen on sharing their travelling experiences with friends and family .
Travellers ’ happiness with all attributes they get at a destination also significantly affects their loyalty . The destination ’ s image and satisfaction were essential variables which affected tourist loyalty at the theme park .
Women travellers are now one of the fastest-growing segments for both general tourism and Muslim travel , making up 45 per cent of global Muslim arrivals . Under halal tourism development forecasting , the GMTI 2022 report expects Muslim travellers numbers to reach 140 million in 2023 and return to 2019 pre-Covid levels of 160 million in 2024 .
Before the pandemic , we projected that Muslim visitors ’ arrival would reach 230 million by 2026 . Given the situation we had in the last two years , our estimation is that this figure will only be reached in 2028 , along with an estimated expenditure of US $ 225 billion .
Enhancement in the implementation
Every destination offers a variety of choices to visitors .
• Given the potential mix of tourism products and services that can be made available ,
• Must ensure that halal tourism products and services cater to Muslim travellers ’ needs .
• Understanding some of the popular forms of Halal tourism products and services will help assess the profit potential of investments in halall tourism .
Innovation is vital to satisfy Muslim tourists .
• In developing new ideas and innovations , technology plays an important role .
• One of the best practices to make a destination Muslim-friendly is Muslim-friendly applications .
• Other technology options are also suggested .
Muslim tourists prefer to visit Islamic destinations due to the security and safety offered by a similar culture to an Islamic environment .
• Consequently , halal tourism becomes significant as countries begin to lure tourists using Muslim-friendly attractions while offering competitive prices , promotions and services .
• Halal tourism plays a crucial role as it allows Muslim tourists to enjoy their holiday without compromising their religious requirements and obligations throughout their travels .
• The availability of Muslim-friendly services at holiday destinations is imperatively attributable to their impact on the tourists ’ intention to revisit the locations . However , achieving tourist satisfaction could be challenging for locations situated in rural regions .
Conclusion
The knowledge of halal tourism is pertinent to industry players developing halal tourism infrastructure and facilities , Muslim-friendly destinations , halal travel packages , and halal travel activities .
Muslim tourists concerned with halal issues will understand halal requirements related to tourism and help them choose suitable halal travel alternatives .
Although the past or future Muslim population size in the world does not reveal to what extent Muslims actively practise their faith or how religious they are or will be , Muslim customers are still one of the fastest-developing market segments .
As such , their needs cannot be ignored by destination marketers . There are around one and a half billion followers of Islam , making it a major global religion . Destination marketers must understand Muslim tourism motivations as a critical element that causes tourists to visit specific destinations .