As Muslims across the globe are observing the blessed month of Ramadan, the rising trend of halaal tourism is turning heads in the travel industry.
According to South African Tourism (SAT), this vibrant segment has emerged as a crucial pillar of the global travel and tourism sector, driven by a marked increase in Muslim travellers seeking destinations that align with their religious and cultural requirements.
"As the demand for Muslim-friendly services rises, the industry faces opportunities in providing seamless travel experiences for this growing segment," the SAT said. The numbers speak volumes as in 2022, an estimated 110 million Muslims journeyed internationally, making up 12% of all global international arrivals. Notably, this figure represents an impressive 68% recovery from pre-pandemic travel levels.
The Global Muslim Travel Index 2023 highlights that the Muslim travel market is poised for remarkable growth. Projections indicate that the number of Muslim traveller arrivals could soar to 230 million by 2028, with expenditures soaring to an astonishing US$225 billion. This expansion reflects not only the potential for economic gains but also the evolving landscape of global tourism.
As the global Muslim population reaches two billion and is expected to climb to 2.3 billion by 2030 - accounting for 27% of the world's population - the halaal market's significance in the global economy becomes increasingly evident. Travellers are now increasingly inclined towards destinations that provide robust infrastructure catering specifically to Muslim needs.
Halaal-friendly destinations span both Organisation of Islamic Cooperation (OIC) member states and non-OIC countries. Notable OIC nations leading the charge include Indonesia, Malaysia, Saudi Arabia, the UAE and Turkey. Conversely, in the realm of non-OIC destinations, sucg as Singapore, the United Kingdom and Taiwan have emerged as front-runners, showcasing their commitment to offering halaal-certified food, culturally-sensitive accommodations and dedicated services for Muslim visitors.
However, navigating the halal market is not without its challenges. SAT notes that many destinations face hurdles in fully accommodating the specific needs of Muslim travellers. To enhance South Africa’s position as a preferred halaal-friendly destination, SAT has introduced seven innovative strategies in collaboration with the Halaal Tourism Association of South Africa:
Halaal food accessibility
Ensuring the availability of halaal-certified food at restaurants, hotels and attractions is essential. Collaborating with local halaal certification bodies adds credibility and attracts Muslim travellers.
Prayer facilities
Providing prayer rooms in airports, hotels and shopping centres enhances the travel experience. Simple amenities, like prayer mats and Qibla indicators, demonstrate consideration for faith practices.
Muslim-friendly accommodation
Hotels should address religious needs through amenities like prayer mats, gender-segregated leisure areas and halaal food options, keeping guests' cultural practices in mind.
Cultural sensitivity training
Educating staff about Muslim customs and dietary restrictions fosters a welcoming environment and enriches the overall experience for Muslim visitors.
Family-friendly experiences
Offer activities tailored for families, which are particularly appealing to Muslim travellers who often journey with children.
Promotional campaigns
Targeted marketing that underscores halal services and family-friendly options can effectively attract Muslim travellers to South Africa.
Halaal tourism certification
Obtaining halal certifications for hospitality and service providers ensures alignment with Islamic values, giving visitors confidence in their choices.
Through these strategies, South Africa aims to position itself as a leading halal tourism destination, appealing to both domestic and international Muslim travellers while enriching the local tourism landscape.