The global Halaal market has become an essential segment of the travel and tourism industry, driven by the increasing number of Muslim travellers seeking destinations that cater to their religious and cultural needs. As the demand for Muslim-friendly services rises, the industry faces both opportunities and challenges in providing seamless travel experiences for this growing segment.
The Rising Demand for Halaal Tourism
In 2022, there were 110 million Muslim international visitors, accounting for 12% of all global international arrivals, representing 68% of pre-pandemic travel levels (Global Muslim Travel Index 2023). As the world continues to recover from the pandemic, the Muslim travel market is expected to grow significantly. Projections suggest that Muslim traveller arrivals will increase to 140 million in 2023, 160 million in 2024, and 230 million by 2028. By that time, Muslim travellers’ expenditure is estimated to reach USD 225 billion (GMTI 2023).
The global Muslim population, currently at 2 billion, is expected to grow to 2.3 billion by 2030, accounting for 27% of the world’s population. This expanding population highlights the increasing significance of the Halaal market in the global economy and the growing demand for destinations that cater to Muslim-friendly services and infrastructure.
Key destinations for Halaal tourism, as ranked by the GMTI 2023, include both Organization of Islamic Cooperation (OIC) and non-OIC countries. Indonesia, Malaysia, Saudi Arabia, the UAE, and Turkey rank highly among OIC countries, while Singapore, the United Kingdom, and Taiwan lead the way for non-OIC destinations. These countries have made significant strides in offering Halaal-certified food, Muslim-friendly accommodations, and culturally sensitive services.
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Addressing the Gaps in Halaal-Friendly Services
While the growth of the Halaal market presents opportunities for the tourism industry, many destinations face challenges in fully meeting the needs of Muslim travellers. Some of the key complications include:
- Halaal Food Availability: Many destinations, especially non-OIC countries, struggle to provide widely available Halaal-certified food options. Muslim travellers prioritise Halaal food, and its absence can deter them from choosing certain destinations.
- Prayer and Ablution Facilities : Finding clean and accessible ablution and prayer facilities is crucial for Muslim travellers who can observe up to five daily prayers. In many non-OIC countries, suitable spaces for prayer may be limited or poorly signposted, leaving travellers uncertain about where to pray.
- Cultural Sensitivity: Understanding the specific needs of Muslim travellers, such as dress codes, modesty, and prayer requirements, is crucial for creating a welcoming environment. However, many destinations still lack sufficient training and awareness to address these cultural nuances effectively.
- Family-Friendly Activities: Many Muslim travellers, particularly from the Middle East, travel with families. Offering activities that align with Islamic values and cater to family needs is essential to attracting these travellers, yet many destinations fall short of providing adequate options.
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Strategies to Make South Africa More Muslim-Friendly
To resolve these complications and capitalise on the growing Halaal travel market, The Halaal Tourism Association of South Africa in partnership with South African Tourism, through the “Welcome Campaign” recommends what key strategies that can be implemented to attract Muslim travellers (both domestically and internationally):
- Halaal Food Accessibility: Ensuring the availability of Halaal-certified food at restaurants, hotels, and attractions is critical. Destinations should also promote their Halaal dining options prominently to capture the attention of Muslim travellers. Partnering with local Halaal certification bodies, like South Africa’s https://sanha.org.za and halaalfoundation.org.za, can ensure credibility and trust.
- Prayer Facilities: Destinations should offer prayer rooms or spaces at airports, shopping malls, tourist sites, and hotels. Ensuring these facilities are clean, well-signposted, and available during prayer times can significantly enhance the experience for Muslim travellers. For example, providing a simple prayer mat in hotel rooms and marking the Qibla (direction to Mecca) with a sign or sticker in the corner of the ceiling shows consideration for Muslim guests.
- Muslim-Friendly Accommodations: Hotels should cater to the religious needs of Muslim guests by offering amenities such as prayer mats, Qibla direction indicators, and Halaal food options. Some accommodations go further by providing gender-segregated swimming pools or leisure areas for men and women. Adding small, clean jugs in the toilet/washroom for personal hygiene (Istinja) or offering hand-held bidet sprays is another thoughtful touch that reflects an understanding of Islamic cleanliness practices.
- Cultural Sensitivity Training: Training staff to understand and respect Muslim cultural norms is essential for creating a welcoming environment. By familiarising staff with the basic needs of Muslim travellers—such as avoiding cross- contamination or alcohol in food, also understanding dress codes, and respecting prayer times—destinations can create a more inclusive and comfortable atmosphere.
- Family-Friendly Experiences: Muslim travellers, particularly from the Middle East and Asia, often travel with families and prefer modest, family-oriented activities. Offering activities that cater to children and families in a respectful manner can enhance the attractiveness of a destination to Muslim visitors.
- Promotional Campaigns: Targeted marketing campaigns that emphasise Halaal-services, family-friendly experiences and a welcoming environment can help attract Muslim travellers. Highlighting these features in promotional materials will show that South Africa is committed to providing a seamless experience for Muslim guests.
- Halaal Tourism Certification: Obtaining Halaal certification can give Muslim travellers confidence that we can meet their needs. This could cover hotels, restaurants, and tour operators, ensuring that services align with Islamic values and cultural sensitivities.
How Trade Can Be Hospitable to Muslim Travellers
As the Muslim travel market continues to grow, trade and tourism operators must adapt to meet the needs of this important segment. By providing Halaal food options, offering prayer facilities, training staff in cultural sensitivity, and creating family-friendly activities, we can position ourselves as welcoming and inclusive for Muslim travellers.
A simple but effective approach—such as placing prayer mats in hotel rooms, indicating the direction of the Qibla, and providing a clean water jug in the toilet /washrooms—will show respect for the values of Muslim guests. Ultimately, these thoughtful actions will help create memorable experiences, ensuring that Muslim travellers feel comfortable, respected, and valued while in South Africa.
This post was compiled by the South African Tourism Analytics and Insights Unit. Image via Wikimedia.
