September-October. 2025
Insight 07
Insights from GMTI 2025
New level of growth
The global Muslim travel market has entered a dynamic new phase, surpassing pre-pandemic performance. In 2024, international Muslim visitor numbers are projected at 176 million – a 25 per cent increase from 2023 and 10 per cent above 2019 levels. The upward trajectory is set to continue, with forecasts predicting 195 million arrivals in 2025 and 245 million by 2030, generating an estimated US $ 235 billion in expenditure.
Evolving profile of the modern muslim travellers
Muslim travel preferences are undergoing a significant shift towards more independent and purpose-led experiences. There is growing participation from solo and female travellers seeking empowerment, safety, and autonomy. Motivations are diversifying beyond leisure to include regenerative tourism that supports local ecosystems, digital detox retreats aligned with Islamic mindfulness values, and sports tourism tailored to meet the needs of families and faith.
Rising demand for halal assurance
Destinations are placing greater emphasis on strengthening their Muslim-friendly offerings. Increasing numbers of restaurants, hotels, and attractions are seeking halal certification and ratings to align with the preferences of Muslim travellers, with a strong focus on halal dining experiences.
A more competitive global market
Non-OIC destinations, including Singapore, the United Kingdom, Hong Kong, Taiwan, Thailand, Ireland, Australia, and Spain, continue to make steady progress in attracting Muslim visitors. These nations are upgrading infrastructure, services, and overall visitor experiences to foster more inclusive environments for Muslim tourism.
GCC destinations climbing the rankings
Countries within the GCC, such as Saudi Arabia, the United Arab Emirates, and Qatar, have achieved significant improvements in their GMTI rankings. Initiatives like Saudi Arabia’ s Vision 2030 and the UAE’ s economic diversification plans have driven investments in tourism facilities, cultural attractions, and digital innovation.
Malaysia’ s Leadership in Muslim-Friendly Tourism
( Based on GMTI 2025 & SGIE 2024 / 2025)
Global Leadership – Malaysia remains the world leader in Muslim-friendly tourism, supported by firm government policy, a mature halal ecosystem, and Islamic Tourism Centre( ITC) initiatives such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) and Muslim- Friendly Tourist Guide( MFTG) programmes.
Inclusive Offerings – The country offers Muslim-friendly facilities, medical services, and accessibility for women, families, and travellers with diverse needs, while also attracting Muslim students and lifestyle-based visitors through programmes like Malaysia My Second Home( MM2H).
Ranking Drivers and Areas for Improvement – Malaysia ' s improved Muslim-Friendly Travel score in the Global Islamic Economy Indicator( GIEI) is fuelled by a rebound in international arrivals and high awareness through events and training. Further gains require stronger innovation, sustained growth, and continued expansion of the halal ecosystem.
Future Growth Strategies – To stay ahead of rivals such as Saudi Arabia, Qatar, and Türkiye, Malaysia could consider launching Islamic-themed hotel brands, Muslim-friendly family retreats, Islamic Economy Web 3.0 events, and targeted Islamic heritage campaigns.
ITC’ s Role – ITC has institutionalised Muslimfriendly standards, delivered capacity-building programmes, and forged global partnerships, positioning Malaysia as a benchmark for inclusive, faithaligned tourism.