M RahmanWhat is halal tourism?
This article aims to provide the reader with detailed insights into halal tourism which is a relatively new concept in the tourism literature, though it is very old in practice. Halal tourism caters to the specific needs and preferences of Muslim travellers worldwide. This form of tourism is gaining significant momentum due to the increasing number of Muslim tourists travelling around the world.
Definition and concepts of halal tourism
‘Halal’ is an Arabic term which refers to something permissible under Islamic teachings. Its opposite is ‘Haram’ which means forbidden. Therefore, halal tourism involves all activities that are permissible for Muslims to participate in during their travels.
According to Belopilskaya (2023) halal tourism refers to Muslim tourists looking for destinations that meet their needs, in terms of food, dress, or rituals. Alcoholic beverages, pork, nudity, non-halal meat/chicken products, gambling etc. are off limits.
The concept of halal tourism revolves around providing facilities and services that respect the Muslim travellers’ faith and cater to their unique needs. In practice, it can mean hotels without alcohol, separate swimming pools for men and women, prayer facilities, and food that meets halal standards.
Key principles of halal tourism
Everything halal
One of the main principles of this type of tourism is the prohibition of items such as alcohol, pork, gambling etc as they are considered haram (forbidden) in Islam. Therefore, all food, beverages, and activities provided must be halal.
Privacy
Privacy is another crucial principle in halal tourism. This is particularly important for women, who must be provided with private spaces, especially in accommodation and recreational facilities. Separate swimming pools, spa facilities, and gym areas for men and women are common features of halal-friendly hotels.
Prayer facilities
Prayer facilities are another key aspect of halal tourism. Hotels and other accommodations must provide prayer rooms or nearby mosques for their Muslim guests. Additionally, information about prayer times and direction of the Qibla (direction Muslims face when praying) should be readily available.
Factors affecting the growth of halal tourism
The growth of this type of tourism has been driven by various factors, including rising disposable income, increased connectivity, and a growing desire among many Muslim travellers to explore the world without compromising their religious beliefs.
Halal tourism market size
According to Future Market Insights (2023) the current global market value of halal tourism is around $255 billion US dollars. It is expected to go over $365 billion US dollars by 2032.
As halal tourism continues to grow, it is opening up new opportunities for destinations, businesses, and investors alike. It is becoming a significant force in the tourism industry, and its influence is expected to continue growing in the years to come.
Benefits of halal tourism
Lucrative market
For destinations and businesses, this type of tourism opens up a lucrative market segment with strong growth potential. With the global Muslim population continually growing, the market for this type of tourism is set to grow substantially. According to Pew Research Centre (2023) the global Muslim population will be around 2.2 billion by 2030.
Hassle free
For Muslim travellers, halal tourism provides an opportunity to travel without compromising their religious beliefs and practices. They can enjoy their travel experiences without worrying about looking for halal food or finding a place to pray. This peace of mind makes travel more enjoyable and stress-free.
Cultural exchange
Moreover, halal tourism promotes cultural exchange and mutual understanding. It presents an opportunity for non-Muslims to learn about Islam and its practices, fostering tolerance and understanding. This cultural exchange can help to dispel stereotypes and misconceptions, promoting a more inclusive and tolerant world.
Challenges in halal tourism and solutions
Lack of awareness
One of the main challenges is the lack of awareness and understanding about halal tourism among non-Muslims. This can lead to misconceptions and stereotypes, which can hinder the growth of this sector.
To overcome this challenge, it is important to promote awareness about halal tourism. This could involve hosting workshops, seminars, or training programs for industry professionals. It could also involve engaging with the media to dispel misconceptions and promote a more accurate understanding of this type of tourism.
Lack of standardisation
Another challenge is the lack of standardization in halal certification. This can create confusion and uncertainty for Muslim travellers, who may be unsure if a particular hotel or restaurant truly meets halal standards.
To address this challenge, there needs to be a global standard for halal certification that is recognised and respected by all. This could involve working with international Islamic organisations to develop and implement such a standard.
Top destinations for halal tourism
Malaysia
Malaysia is often considered the pioneer of halal tourism. It has been actively promoting itself as a halal-friendly destination, with a wide range of facilities and services catering to Muslim tourists. These include halal-certified restaurants, prayer facilities in public places, and hotels that comply with Islamic principles.
Turkey
Turkey is another top destination for halal tourism. Its rich Islamic heritage, combined with its stunning natural beauty and warm hospitality, make it an attractive destination for halal holiday seeking tourists.
United Arab Emirates (UAE)
In the Middle East, the United Arab Emirates is a popular destination for halal-friendly excursions. It offers a blend of modernity and tradition, with a wide range of halal-friendly facilities and services. Whether it is the grand mosque of Abu Dhabi, the luxury shopping experience in Dubai, or the cultural heritage of Sharjah, the UAE offers something for everyone.
Other destinations
Saudi Arabia is also a great destination for halal tourism which is indeed the birthplace of Islam. Other notable countries for this type of tourism are Maldives, Morocco, Egypt, Tunisia, Indonesia, and Uzbekistan. It should be mentioned that many countries and states in Europe and the USA have halal tourism facilities and events.
How to promote halal tourism destinations?
Understanding Muslim tourists
Marketing for halal-friendly destinations and activities requires a deep understanding of the Muslim travellers’ needs and preferences. This includes knowledge of Islamic practices, cultural norms, and lifestyle choices. With this understanding, destinations and businesses can develop marketing strategies that resonate with this target audience.
Halal-friendly features and services
One effective strategy is to highlight the halal-friendly features and services of the destination or business. This could include showcasing halal-certified restaurants, prayer facilities, or private accommodations. Providing detailed information about these features can reassure Muslim travellers that their needs will be met.
Engaging with the Muslim community
Another strategy is to engage with the Muslim community directly. This could be through social media, community events, or partnerships with Muslim influencers.
Respectful campaigns
Finally, it is important to ensure that the marketing materials are culturally sensitive and respectful. This includes using appropriate imagery, language, and content. By showing respect for the Islamic faith and culture, businesses can build trust and credibility with their target audience.
The future of halal tourism
The future of halal tourism looks promising, with a growing number of destinations and businesses recognizing its potential. As the global Muslim population continues to grow, so too does the demand for halal-friendly travel experiences.
In the future, it is expected that more destinations are becoming halal-friendly, with a wider range of facilities and services catering to Muslim travellers. More innovation in this sector is also expected, with new products and services designed to meet the unique needs of the tourists.
Moreover, the future of halal tourism holds potential for promoting peace, tolerance, and understanding. By catering to the needs of Muslim travellers, destinations and businesses can foster a greater understanding and appreciation of Islamic culture and practices.
Conclusion: what is halal tourism?
Halal tourism is a rapidly growing sector with immense potential. By catering to the unique needs and preferences of Muslim travellers, destinations and businesses can tap into a lucrative market segment. However, this market has its own challenges that need to be addressed well.
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Last update: 21 September 2023
References:
Belopilskaya, Y. (2023) How halal tourism is reshaping the global tourism industry, available at: https://hospitalityinsights.ehl.edu/halal-tourism-global-industry (accessed 20 September 2023)
Future market insights (2023) Halal tourism market snapshot, available at: https://www.futuremarketinsights.com/reports/halal-tourism-industry-overview (accessed 19 September 2023)
Pew Research Centre (2023) The future of the global Muslim population, available at: https://www.pewresearch.org/religion/2011/01/27/the-future-of-the-global-muslim-population/ (accessed 20 September 2023)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.
