Cover Story
@ Halal | May-June . 2022
Capturing the Muslim travel market
Halal In Travel Global Summit 2022 discusses comprehensive strategies beyond travel destinations
AFTER TWO years of experiencing a halt in operations due to the pandemic , the tourism industry is ready to welcome domestic and international tourists . Every destination is now coming up with different products and exciting offers to attract more visitors .
The pandemic serves as a reminder for stakeholders to redefine the tourism industry and adopt more sustainable and inclusive business models . Tackling the Muslim travel market is one of the strategies to recover from the disruption brought by the pandemic to the industry .
However , being a Muslim-friendly destination has gone beyond just preparing the basic accommodation like halal food and prayer facilities . Stakeholders can explore more areas to capture this segment .
The 2nd edition of the 3-day Halal In Travel - Global Summit 2022 ( HITGS 2022 ) brought together experts from National Tourism Organisations ( NTOs ), travel industry stakeholders , and online travel industry players to share insights and ideas on leveraging the Muslim travel market to accelerate recovery .
Organised by CrescentRating and Halal- Trip , the online conference addressed some of the industry ’ s key areas to prepare to welcome back Muslim travellers .
Charting the path for the next phase of Muslim travel
CEO of CrescentRating and HalalTrip , Fazal
Fazal Bahardeen
Ivana Karanikic
Johnny Judianto
Bahardeen , said the Muslim market would continue to play a significant role in the travel recovery .
“ In the Global Muslim Travel Index ( GMTI ) 2019 report , we introduced the Halal Travel Development Goals , a framework that serves as a blueprint for the halal travel industry . As the industry looks at developing the next stage of halal travel , organisations can use this framework to develop the halal travel ecosystem .”
The Halal Travel Development Goals in the
GMTI 2019 report include :
• Integration , diversity and faith
• Heritage , culture and connection
• Education , insights and capabilities
• Industry , innovation and trade
• Well-being and sustainable tourism “ These goals are highly relevant in developing a sustainable ecosystem of halal travel services ,” added Fazal .
He said younger Muslims had become more interested in prioritising sustainable tourism initiatives . As such , social impact activities would deeply resonate with this segment of travellers . Explaining the data and demographics of the Muslim travel market , he stressed that the young , dynamic population would shape the future growth and narrative of halal travel .
The three key demographics that will drive halal travel 2.0 are : 1 . Muslim millennial travellers 2 . Muslim women travellers 3 . Gen Z travellers “ Destinations must understand the behaviours of these groups ,” said Fazal .
Growing demand for cruise vacations
Day 1 of the conference featured the discussion on challenges and opportunities in the cruise sector for the Muslim market . According to Johnny Judianto , President Director of Best Tour , Indonesia , there is not much difference in amenities for Muslim cruisers apart from their faith-based needs like halal food .
“ More and more Muslims are going on a cruise vacation . Having cruises out to Dubai , there will be a surge of Indonesian Muslims who will go there . Although they may not have the United World Halal Development certification yet for halal meals , there will be options for vegan food . If the cruise line can make a halal food corner , many more will join ,” said Johnny .
Ivana Karanikic , the owner of Prolingua Travel DMC , the only halal-certified travel agency in Western Balkan countries , said Muslim-friendly travel was still in infancy in Croatia .
“ We ’ re working hard to move it together with Islamic associations in Croatia . We want to brand Croatia as a Muslim-friendly destination .
“ We recently have halal certification for travel agencies . We implemented it on the first tour that we had with Muslim women . This is a distinction that we have as a comparison to other markets .
“ Working with small cruises provides us with more flexibilities . We can meet the halal standard when it comes to food completely ,” explained Karanikic .
Kenneth Yeo , Regional Director ( Sales ) - Asia Pacific of Royal Caribbean Group , said : “ We have to recognise that the halal market is very attractive and growing . We also need to recognise that Muslims , like regular people , enjoy entertainment and other fun activities .”
He said Royal Caribbean did not neglect the requirements needed by Muslim cruisers , explaining that their ships provide the halal needs of the Muslim travellers .
Discussing different topics on the Muslim lifestyle
HITGS 2022 had over 30 panel discussions covering a wide range of how destinations are preparing for the post-Covid-19 era , cruise travel , Islamic heritage , innovations in the tourism platforms , hajj and umrah in the new digital world , and many more .
Day 2 of the event also witnessed the launch of the 2nd edition of the “ HalalTrip 40 -2022 ”, the 7th edition of the “ Mastercard- CrescentRating Global Muslim Travel Index 2022 ”, and the inaugural “ Halal In Travel Awards 2022 ”.
The panel discussions during the final days of HITGS 2022 also covered topics beyond travel destinations , including the role of blockchain and crypto in the Muslim lifestyle and the utilisation of data and intelligence to accelerate the Muslim lifestyle sector growth .
Kenneth Yeo