The global halaal market has become an essential travel and tourism industry segment – driven by the increasing number of Muslim travellers seeking destinations that cater for their religious and cultural needs. As demand for Muslim-friendly services rises, the industry faces opportunities and challenges in providing seamless travel experiences for this growing segment.

Rising demand for halaal tourism

In 2022, 110 million Muslims travelled internationally, accounting for 12% of all global international arrivals. According to the Global Muslim Travel Index 2023 (GMTI 2023), this represented 68% of pre-pandemic travel levels. The Muslim travel market is expected to grow significantly as the world recovers from the pandemic. Projections suggest that Muslim traveller arrivals will increase to 230 million by 2028. By then, Muslim travellers’ expenditures are expected to reach US$225 billion (GMTI 2023).

The global Muslim population, currently at two 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 growing demand for destinations that cater for Muslim-friendly services and infrastructure.

Halaal tourism destinations include Organisation of Islamic Cooperation (OIC) and non-OIC countries. Indonesia, Malaysia, Saudi Arabia, the United Arab Emirates 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.

Addressing the gaps in halaal-friendly services in the tourism industry

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 so its absence can deter them from choosing specific destinations.
• Prayer and ablution facilities: Finding clean and accessible ablution and prayer facilities is crucial for Muslim travellers who may 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 travel with families, particularly from the Middle East. Offering activities that align with Islamic values and cater to family needs is essential to attracting these travellers yet many destinations lack adequate options.

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 (SAT), through SAT’s Welcome Campaign, recommends key strategies that can be implemented to attract Muslim travellers (domestically and internationally):

• Halaal food accessibility: It is critical to ensure the availability of halaal-certified food at restaurants, hotels and attractions. Destinations should also prominently promote their halaal dining options to capture the attention of Muslim travellers. Partnering with local halaal certification bodies, like the South African National Halaal Authority (https://sanha.org.za) and the Halaal Foundation of South Africa (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 accommodation: 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 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, 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 respectfully cater to children and families can enhance a destination's appeal 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 certification could apply to hotels, restaurants and tour operators to ensure services align with Islamic values and cultural sensitivities.