September-October. 2025
06 Insight
The rise of Muslim hospitality
Growing consumer demand fuels new opportunities in Islamic tourism
THE global halal market is experiencing sustained growth, with Muslim-friendly tourism emerging as one of its fastestexpanding and most closely monitored sectors.
Two major reports released this year – the State of the Global Islamic
Economy( SGIE) 2024 / 25 and the Mastercard-CrescentRating Global Muslim Travel Index( GMTI) 2025 – shed light on the evolving landscape of Islamic tourism.
Both publications identify trends that are reshaping the sector, from surging Muslim travel expenditure and the diversification of destinations, to the strengthening of halal assurance and the emergence of hospitality brands rooted in Islamic heritage.
In both reports, Malaysia stands out as a consistent leader and benchmark for excellence in Muslim-friendly tourism.- RnR
TRENDS IN MUSLIM-FRIENDLY TOURISM
Insights from SGIE 2024 / 2025
Rising global Muslim travel spend
In 2023, global Muslim spending on travel reached US $ 133 billion, representing a 53.2 per cent increase from 2022. This significant year-onyear growth reflects the strong and rising demand for travel among Muslim consumers worldwide.
Emergence of Muslim hospitality brands
A notable shift is occurring from mainstream international hotel chains to brands rooted in Islamic heritage and values. Examples include Shaza Hotels, which began in the UAE and expanded to Saudi Arabia and Oman, as well as Turkish beach resorts like Bera Alanya, offering women-only facilities. In Saudi Arabia, the Public Investment Fund( PIF) has launched Adeera, a hospitality brand that reflects local culture and Islamic traditions.
Diversification of top destinations
While Malaysia and Türkiye continue to lead in the Muslim-friendly travel rankings, destinations such as Indonesia have advanced, driven by collaborative efforts between the public and private sectors. This suggests a broader range of destinations are now actively catering to Muslim travellers.
Increased GCC investment in tourism infrastructure
Gulf countries are actively investing in tourismrelated infrastructure across various destinations, including Indonesia, Pakistan and the Philippines. These investments aim to enhance Muslim-friendly facilities and position these countries as attractive options for Muslim travellers.
Post-conflict and underexplored destinations are gaining interest
Destinations such as Syria and Bangladesh are beginning to attract interest as they move towards stability. At the same time, Bosnia has already seen an increase in visits from Muslims in the Gulf Cooperation Council( GCC) and Western countries. These destinations offer a mix of heritage and spiritual tourism, and are also drawing investor attention.
Adoption of AI in tourism services
The travel sector is increasingly embracing artificial intelligence( AI) to gain a competitive edge. AI is being used for personalised customer service via advanced bots, demand forecasting to improve pricing strategies, and targeted marketing that is more efficient and cost-effective across different traveller segments.