November-December . 2024

Industry experts and thought leaders share perspectives on growth , challenges , and opportunities in Islamic tourism

Digital technology is a potent tool for increasing engagement within the Muslim market . Online platforms , digital spaces , and social networks enable the spread of knowledge and information faster than ever before . Countries like Malaysia and others can leverage this by collaborating with influencers , organic creators , and everyday people to share their stories more effectively .

Shahzad Younas , CEO & Founder , Muzz App

When we talk about Muslim travellers , it ’ s not just about providing the facilities and services to cater to their needs . Beyond that , we need to address issues like climate change , sustainability , and how we can be more open and inclusive — not just towards this segment , but everyone . We need to create greater awareness among travellers to think about their carbon footprint while enjoying their leisure travels . We must ensure that what we enjoy now can still be experienced by future generations .

Noor Ahmad Hamid , CEO , Pacific Asia Travel Association ( PATA )

A lot of hard work goes into our daily tasks — emailing and coordinating , and we often pat ourselves on the back . But when it comes to the real hard work — communication and advertising — we tend to slack off . We don ’ t want to invest the money or the time , and this is where I would say : please don ’ t let it fall flat . Work with specialists . Everyone thinks they can do a little bit of everything because of easy access . But we ’ re in the age of specialism , so work with specialists to deliver on those specific needs .

Ala Uddin , Executive Director , Mud Orange

We came up with what we call the RIDA framework . R stands for responsible tourism - responsible , ethical , sustainable tourism . I stands for immersive experiences , which is what people really want - to have immersive experiences . D stands for digital , meaning that you really need to embrace technology in all your services and facilities . And A stands for assured , meaning you need to assure travellers , whether it ’ s about being Muslimfriendly or quality assurance . We ’ re producing a lot of material on the RIDA framework so that we can encourage service providers to incorporate these four key dimensions into what they offer .

Fazal Bahardeen , CEO , CrescentRating & Halal Trip

The Spanish government is focusing on Muslim travellers , as this is a relatively new market for us . We are aware of the growing number of Muslim travellers coming to our country , which is why we are encouraging destinations with a rich Muslim heritage to promote themselves in other markets , such as Southeast Asia or Middle Eastern countries . We believe this heritage is valuable for our country , mainly because it is often located in the interior , not on the beach , which is typically Spain ’ s most well-known asset . So , we are promoting other initiatives to help people learn more about our Muslim heritage .

Marta Fernández Martín , Director , Spain Tourism Board

As female Muslim travellers , our primary concern is safety . Providing women-only services , ensuring there are information packs on safe neighbourhoods , and highlighting areas to avoid are small but crucial steps that hoteliers and the industry can implement on a general scale to enhance safety . Education is also key in creating services that cater to women , such as offering experiences that are safe to attend alone or with friends because many Muslim women still travel in groups with their friends , since we do enjoy that connection and the friendship that comes with it .

Elena Nikolova , Founder , Muslim Travel Girl

When we talk about rural communities , they need hand-holding . There are many low-hanging fruits , but sometimes it ’ s about how to support them - developing packages and creating tourism content that allows them to benefit from Islamic tourism . Also , many local communities are not yet ready for this . It ’ s our role to come in and help turn these areas into attractive destinations , slowly bringing tourists in and sharing the stories of that location and its Islamic heritage .

Alex Lee Yun Ping , Owner , Terrapuri Heritage Village

We are aiming for greater heights , and we genuinely hope that in the coming years , we will achieve our goals of attracting more Muslim travellers from various countries , especially those with significant Muslim populations . To prepare for their arrival , we have implemented a memorandum circular for Muslim-friendly accommodation establishments and established halal kitchens in some hotels across the Philippines . Recently , we also launched the Muslim-friendly cove , which is a beach designed for Muslim travellers and families .

Myra Paz Valderrosa-Abubakar , Undersecretary , Department of Tourism of Philippines

People should not see halal ( food ) as something that is limiting . In Malaysia , we ’ re really spoiled for choice , and you see it across the country - chefs offering halal menus in diverse settings . Our hotel is a great example . Our restaurants and even banquet facilities are all halal-certified . While setting it up can be a bit challenging initially , it brings immense value and significant business in return . So , it ’ s definitely something worth continuing to develop and explore .

Alex Castaldi , Chief Operating Officer , Sunway Hospitality Group