Inside the $300 Billion Halal Tourism Boom – What Travel Brands Need to Know!
- Shebs Alom
- May 8
- 9 min read
by Shebs Alom
If you'd told me five years ago that halal travel would be part of the mainstream tourism conversation, I may have incredulously raised my eyebrows at you. But here we are –2025 – and halal tourism is getting the limelight it deserves and is becoming a very profitable niche for businesses - a niche that’s growing faster than many in the industry realise.
What is Halal Tourism?
Understanding the Growing Demand for Muslim-Friendly Travel
As a Muslim who first set out travelling on my own twenty years ago, convincing my parents this was for my self-development was a challenge. For many Muslims today, this is no longer an obstacle; it’s the expectation.
Most people know ‘halal’ from restaurants in cosmopolitan cities, with the halal symbol now a globally recognised marker for Muslim-friendly options. But halal tourism isn’t just about finding a place that serves halal chicken or avoiding pork, which is forbidden in Muslim diets.
Halal tourism is about creating a holistic, inclusive, faith-friendly travel experience. Think: access to prayer facilities, modesty-conscious environments, alcohol-free options, gender-specific wellness services, and experiences that align with Islamic values whilst still being adventurous and luxurious. It’s a concept rooted in respect and is attracting a young, connected, and increasingly affluent global Muslim demographic that is keen to explore the world without compromising their beliefs.
One of the leading platforms within the UK that facilitates a devoted team of specialists committed to revolutionising the halal tourism sector is the Halal Travel Network. Their objective is to connect companies with an increasing number of halal-conscious travellers. Hafsa Gaher, CEO of the company, shared her vision.
“I would like to draw some parallels between halal tourism and wellness tourism. The alcohol-free environment, general well-being, and spiritual focus align perfectly with emerging halal destinations. This also feeds neatly into sustainable tourism by integrating local communities and celebrating heritage.”
Halal Tourism Growth: Why Young Muslim Travellers are Driving an Industry Boom
So, let’s talk numbers. According to industry predictions, halal and Muslim-friendly tourism spending is expected to reach $300 billion by 2032. Popular tourist destinations have already been reaping the rewards, having launched various initiatives to capitalise on the spike in this trajectory. The significant factor in this spike is the influence of young Muslims, especially Gen Z and millennials, who are travelling more than ever. This is in contrast to the actions of previous generations, including my parents and grandparents, who didn't travel leisurely, and if they did, it would be on a family holiday and only once in a good few years.
There’s been a noticeable increase in second-generation Muslims, especially women, embracing solo and group travel over the past decade. This was not common within a Muslim household in the 1980s and 90s due to the expectation of women to settle down. Over time, it changed to obtaining a degree and then getting married without experiencing travel as a single person. Now, it is more common to see women travelling alone or within groups regardless of education or marriage, which adds a new dimension to the growth in the sector.
Saadia Baber, founder of Xperience Pakistan, added to my own experience when she said, “This new generation of Muslims who have grown up in the West has resulted in their outlook on life being a fusion of Eastern and Western values.” This was always going to be the case with time.
“Whereas our parents, who were the first generation coming to the West, would have saved everything to pass on to their children. Our generation has adopted values from the West, in that you only live once, and there is a balance between saving and spending to enjoy your life,” explained Baber.
How Travel Brands Are Embracing Heritage and Belonging in Halal Tourism
Halal-conscious travellers want immersive, meaningful travel, just like everyone else. That could mean booking a riad in Marrakech with a prayer room, enjoying the luxury of the Maldives whilst being welcomed in their modest beachwear, or finding community iftars in Cape Town during Ramadan.
Archer & Gaher Adventures, a tour operator, specialise in curating these immersive cultural experiences, prioritising authenticity and sustainability. David Archer, director of the company, who is a revert to Islam, told me,
“It’s not just about putting a ‘halal’ label on a trip; it’s about ensuring businesses genuinely understand what Muslim travellers look for and delivering it seamlessly.”
Consequently, Archer & Gaher Adventures has experienced a considerable rise in bookings from Muslim clients, demonstrating that firms with the correct strategy can succeed in this growing market.
Baber spoke to me about how her business has thrived and gave me a few statistics to add more weight to the discussion. “We know from the Muslim Pound Report that Muslims now account for 20% of the global population and that annually they spend over $2.5bn. This was based on a report issued in 2020, so this will only have grown.”
She carried on to tell me, “This has potentially resulted in countries in the West, which might not have otherwise entertained halal travel, doing so because not doing it means they are losing a chunk of money. Group travel is a hallmark of Muslim tourism, with halal dining often at the heart of shared experiences. In an environment where business is tough, this is not a demographic to be snubbed or ignored by an industry.”
With this in mind, there is a growing demand for halal-friendly services from travel agencies. When I spoke to larger and well-established entities such as Flight Centre, Kuoni Travel, and Hays Travel, their representatives all informed me that “they don’t specialise in halal travel packages—even during Eid, Umrah or Hajj,” which are great opportunities for businesses to generate revenue as they are notable periods for celebration and pilgrimage.
Smaller, more specialised agencies like HalalBooking told me, “We have been specialising in halal travel for 15 years and boast a strong reputation, offering services to destinations worldwide.” They, along with other specialists like SalamBooking and Rooh Travel, are well-positioned to cater to this market.
One can only wonder why other travel agents aren’t catering for this sector. Are they not missing out?
The Muslim Travel Show – Showcasing Opportunities in the Halal Tourism Market
ExCel London has hosted WTM for many years, but they have also hosted The Muslim Travel Show (MTS) for the past couple of years. This event is starting to become a premier platform for halal-friendly tourism, and this year’s turned out to be an incredibly successful one. There was a real sense of excitement and knowing what to expect, being the second one, from visitors and exhibitors alike, highlighting the growing demand for halal-friendly travel, and it was inspiring to see businesses from around the world connect with this expanding market.
When I spoke to the event’s organiser, Waleed Jahangir, he explained, “This year’s event saw significant growth, with just over 20,000 visitors walking through the doors, surpassing last year’s numbers. It was a great outing both in terms of turnout and commercial success.”
With this success, there is an opportunity for more businesses to turn up next year. When I asked Jahangir what the plan was, he explained, “Given the overwhelming demand, some areas were busier than expected. To accommodate growth, we are exploring a larger venue space to ensure an even better experience for exhibitors and visitors alike. Additionally, with the success of our speaker sessions, we aim to expand this aspect of the show with even more expert voices and insightful discussions.”
When I spoke to Sadia Ramzan, founder and CEO of The Muslim Women Travel Group (MWTG), she actually liked that it was smaller compared to the large numbers that turn out for other well-established shows. "Unlike larger shows like WTM or the Destinations Show, which focus more on selling destinations, this event allows me to meet the right people — those actively interested in halal-friendly travel and, more importantly, my niche of Muslim women travellers," said Ramzan.
During the event, Ramzan gave a keynote speech about the rise of women-only travel adventures and the increasing demand for tailored experiences that empower female Muslim travellers.
MTS was a great success and something for Jahangir and the show to build on, with the caution that a bit of balance will need to be met. It’s an interesting time ahead for the event's growth and visibility amongst a new audience.
Are Tourist Boards aware?
Many destinations that historically market towards Western tourists have made conscious efforts to capitalise on halal tourism. My visit to South Korea in late 2023 was a prime example of a nation that has taken great strides to welcome Muslim tourists. As I worked with the tourist board for that visit, their representative clarified to me before I set off on my journey.
“We realised ten years ago there was potentially a big market and started making small changes within the infrastructure in Seoul and Busan, our two biggest cities, to welcome visitors from our close nations in South East Asia, but knowing it would also attract markets in the U.K. and the Middle East.”
This has resulted in a sharp rise in halal-conscious travellers, adding tremendous value to their economy.
When I reached out and spoke to the Greek National Tourist Organisation, they accepted that they had made progress and were looking to strengthen it further. Director of the UK & Ireland Greek National Tourism Organisation, Eleni Skarveli, put it to me, “The Greek National Tourism Organisation recognises the growing importance of this market and has undertaken several initiatives, including collaborations with Middle Eastern airlines and travel agencies, participation in international fairs, and efforts to expand halal-friendly services. Whilst progress has been made, we acknowledge the need for further development.”
The biggest surprise came in the way of Saudi Arabia. I’ve had several meetings with various Saudi Tourism Authorities’ (STA) representatives over the last three years about a visit, and every one of them has told me, “Our concentration since 2019 has been to attract a Western audience and make them feel welcome since we opened our doors.” One recent representative explained, “We haven’t necessarily targeted Muslims because we get an influx who come for Umrah and Hajj.” Even though this is great, isn't it a missed opportunity to sell other aspects of Saudi Arabia? I know from talking to family and friends who have travelled for the pilgrimage and returned home that they did so without exploring anywhere else within the country—something for the STA to ponder.
Why the Future of Travel is More Muslim-Friendly
ATN’s trade media partners, TTG, have been significantly supporting the growth in the sector, and their reporter, Ilaria Grasso Macola, wrote an extensive piece at the start of the year. She also attended one of Halal Travel Network’s brilliant events, this one being at the Zambian High Commission at the beginning of April. When I spoke to her to get an idea of her take on the event and an overall feeling since she wrote her piece for TTG on halal tourism, she was full of praise and encouragement.
She said, “It’s refreshing to see how much progress there has been since I researched and wrote about the subject earlier this year. The main talking point and what I took away from the event is that travel agents and businesses should treat the halal market more as a mainstream now, and not really a niche market.”
Macola elaborated that the likes of Halal Travel Network, who work extensively with tour operators, hoteliers, and tourism boards, have been major helpers in facilitating how their businesses can attract halal-conscious travellers. She added, “If other businesses can get involved, it can make a significant difference to someone's holiday. It reinforced my beliefs, and I would love to see it in the mainstream more and more, as it’s a huge loss for the industry otherwise. The more diverse the industry can be, the better it is for businesses.”
Beyond a Niche: Halal Tourism's Permanent Place in the Global Market
What does this tell us about halal tourism?
There’s demand from Muslims for everything from cultural and heritage experiences and gastronomy tours to scuba diving and ethical volunteering, all as long as it's built around halal-friendly values. And don’t forget the rise of halal honeymoons, faith-based wellness retreats, and eco-conscious experiences. Pretty much anything. As Saadia Baber said, this generation in the West is more affluent and willing to spend their money than the previous generation.
Halal tourism isn’t a passing phase either; it’s a long-overdue recognition of one of the world’s most dynamic travel markets. Those in the trade who take this seriously will find not only commercial success but also brand loyalty and community engagement. I am sure that with everything I covered, it will be a great additional or potentially a primary revenue source, which is something that has been greatly needed in a sector that has been recovering from its knees since the start of 2020.
Let’s be clear: this isn’t about ticking boxes; it’s about understanding a mindset. Be intentional, be authentic, and the market will respond.
Sadia Ramzan sums it up perfectly, “For any organisation wanting to attract this market, my advice is simple: don't assume, ask. Representation, respect, and real understanding go beyond ticking a 'halal-friendly' box.”
Ultimately, halal travel isn’t just about religion; it’s about belonging. And everyone wants to feel like they belong — wherever they go.
-ENDS-
About the Author
Shebs Alom is the 2024 BGTW Broadcaster of the Year & Travel Unity DEI Champion finalist.
He is Co-Executive Producer of the
award-winning PBS docuseries Fly Brother with Ernest White II and News Editor of Halal Travel Network.
His work has been featured in BBC, The Express, Travel Weekly, and more.
Shebs also runs Voyagers Voice magazine and hosts the award-nominated podcast, Take a Wander
with Shebs.
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