�EALT� AND �ELLNESS AND BLEISURE TOURISM

“ Health and wellness tourism is a thriving sub-sector , poised for continued growth . Remarkably , it ’ s not just hospitals and medical spas in the limelight ; hotels are now stepping into the healthcare arena , offering services like IV drips and stem-cell therapies .

“ Alongside this , emotional and mental health retreats are experiencing a surge , reflecting an evolving consciousness around mental well-being . Industry players should seize this opportunity by customising offerings for Muslim travellers . They may consider , for example , wellness rooted in Prophetic traditions and infusing spirituality into emotional health retreats .”

According to the report , another critical opportunity in the tourism industry is bleisure tourism , seamlessly blending work and leisure for a fulfilling travel experience . Reem said the post-Covid-19 era has normalised remote work , catalysing this bleisure tourism surge . This trend involves employees and business owners combining business trips with leisure activities . Travellers are increasingly extending their stays to enjoy tourist attractions or working remotely from picturesque locations while balancing work and leisure . This shift reflects the growing importance of work-life

balance in modern travel preferences .

“ Accommodating the needs of business travellers who blend work and leisure is pivotal . Hotels and travel agencies must adapt to this evolving trend .”

TOURISM REVOLUTION DRIVEN B� AI

The State of the Global Islamic Economy Report 2023-24 also highlights a promising trend in Artificial Intelligence ( AI ) in tourism .

“ AI is revolutionising travel across multiple fronts , from virtual assistants providing personalised recommendations to executing data-driven target marketing campaigns . AI-driven pricing strategies , predictive analytics , and data-driven insights transform travel businesses ’ operations .

“ AI ’ s data-driven approach also allows for sentiment analysis on customer reviews to identify improvement areas and expedite visa processing for smoother travel experiences . Travel businesses should prioritise AI integration across the travel value chain , encompassing areas such as customer service , product development , marketing campaigns , and operations ,” said Reem .

OPPORTUNITIES FOR COUNTRIES �IT� RIC� ISLAMIC TRADITIONS

Reem stated that spiritual retreats were on the rise . More and more companies have started to organise spiritually-focused

Reem El Shafaki

retreats for Muslims keen to experience a tourism destination while increasing their spirituality . Travel companies have an opportunity to concentrate on and scale this product offering to meet the growing demand .

“ For example , The Productive Muslim and HalalTrip organise annual spiritual retreats that combine spirituality with the cultivation of productive habits . Another growing trend in the Islamic economy space involves businesses choosing to host their corporate retreats in countries with rich Islamic traditions like Turkiye , Morocco , and Jordan . These retreats often integrate spiritual elements and visits to heritage sites .”

She highlighted that Saudi Arabia strategically channels investments into its tourism sector , emphasising luxury , adventure , and heritage tourism . The government ’ s proactive initiatives are drawing increased involvement from the private sector , thereby reshaping the global tourism landscape .

“ Notably , the Public Investment Fund ( PIF ) has established Asfar , a tourism investment company , to encourage private sector participation in the country ’ s tourism endeavours . This move creates co-investment opportunities and invites private sector collaboration , making Saudi Arabia an attractive destination for both travellers and investors in the coming years .”

DinarStandard™ is a growth strategy research and execution management firm dedicated to empowering organisations for profitable and responsible global impact .

Malaysia Aviation Group

O��ORTUNITIES IN T�E MUSLIM TRAVEL MARKET

“ As the national carrier , Malaysia Airlines takes pride in contributing to inbound and outbound tourism , facilitating connectivity from our main gateway in KL International Airport to the world . This aligns with our broader goal of promoting Malaysia as a premier destination , showcasing the rich cultural heritage , stunning landscapes , and vibrant cities .”

SUSTAINABILITY AND DIGITALISATION

“ Another notable trend in the tourism industry is the increasing emphasis on sustainable travel . In response to consumers making more environmentally conscious

choices , airlines , hotels , and tourism operators have introduced eco-friendly initiatives .

“ For instance , Malaysia Airlines launched a voluntary carbon offset programme earlier this year , allowing customers to calculate , understand , and offset the emissions associated with their flights . This trend is expected to gain momentum in 2024 , as travellers prioritise destinations and experiences that align with their values ,” shared Luqman .

He highlighted that the third key trend centres on the need for timely and personalised digital solutions , emphasising the overarching role of digitisation and technology in shaping both the industry and consumer decisions . In the context of Muslim-friendly destinations , this may entail offering digital tools for halal dining recommendations , locating prayer spaces , and providing cultural insights .

“ By leveraging technology to enhance the overall travel experience , destinations can cater to the preferences of tech-savvy Muslim

Ahmad Luqman Mohd Azmi

“ By leveraging technology to enhance the overall travel experience , destinations can cater to the preferences of tech-savvy Muslim travellers , creating a more engaging and immersive journey .”

travellers , creating a more engaging and immersive journey .

“ To stay competitive , tourism industry players will likely need to adopt a similar personalised approach , offering bespoke tour packages , accommodation options , and exclusive experiences that resonate with the individual preferences of travellers . Flexibility and agility will be key in adapting to evolving consumer preferences .” – RnR

Malaysia Aviation Group ( MAG ) is a global aviation organisation comprising three focused business portfolios : Airlines , Loyalty and Travel Services ( LTS ) and Aviation Services .