How Hong Kong Became the Second Most Muslim-Friendly Non-OIC Destination

In the global landscape of Muslim-friendly tourism, non-OIC (Organisation of Islamic Cooperation) destinations face a unique challenge: building an authentic and faith-compatible ecosystem from scratch. While traditional hubs in Southeast Asia and the Middle East rely on pre-existing cultural infrastructures, non-OIC destinations must engineer their offerings through deliberate policy, strategic accreditation, and targeted communication.

In the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2026, Hong Kong emerged as a standout tier-1 challenger, rising to the #2 position globally among non-OIC destinations with a score of 64 (and ranking #20 globally overall). Hong Kong also secured top honors across specialized sub-categories, retaining its #1 rank in Muslim-Friendly Accessible Travel Destinations (Non-OIC) and #2 rank in Muslim Women-Friendly Travel Destinations (Non-OIC).

 

Hong Kong’s ascent to the top tier of the GMTI rankings is not accidental. It is the result of a coordinated multi-year blueprint executed by the Hong Kong Tourism Board (HKTB) in collaboration with CrescentRating.

Institutional Accreditation & Ground-Level Infrastructure Scale

At the heart of Hong Kong’s growth is a shift from passive tolerance to active and standardized accreditation. Working alongside CrescentRating and local Islamic authorities, HKTB systematically audited, educated, and certified key hospitality and tourism assets across the territory:

Expanding the Hotel & Dining Footprint

By mid-2025, Hong Kong scaled its certified accommodations to over 60 CrescentRating-accredited Muslim-friendly hotels. Concurrently, its certified culinary options expanded to close to 220 Halal-certified and Muslim-owned restaurants, providing visitors with access to local Cantonese classics (like Halal dim sum) as well as fine dining and international cuisine.

Setting Gold Standards at Key Gateways 

Faith-conscious travel relies on seamless touchpoints from arrival to departure. Key transit hubs and attractions—such as the Kai Tak Cruise Terminal—were awarded the CrescentRating Gold standard for integrating water-friendly washroom amenities, wudu facilities, dedicated prayer spaces with Qibla markers, and on-site Halal-certified dining.

 

Premium Transit & Aviation Integration

Hong Kong’s strategy goes beyond leisure attractions by embedding faith-inclusive hospitality directly into its high-yield transportation gateways:

Kai Tak Cruise Terminal

Image Credit: Kai Tak Cruise Terminal

 

Recognized for its world-class facilities and panoramic Victoria Harbour views, the terminal holds a CrescentRating Gold certification. It offers dedicated prayer facilities with provided rugs, water-friendly restrooms, and curated Halal snacks, ensuring friction-free transit for maritime visitors.

Hong Kong Business Aviation Centre (HKBAC)

Image Credit: HKBAC

 

As a premier private jet FBO located at Hong Kong International Airport, HKBAC adapted its VIP passenger services to cater to faith-based requirements. High-net-worth Muslim travelers have direct access to Halal-certified lounge refreshments and dedicated prayer rooms upon request.

 

The "Jelajah Hong Kong" Campaign: Driving Digital & Experiential Visibility

Having robust physical assets on the ground is effective only if travelers can discover them during their planning phase. To bridge this gap, HKTB launched "Jelajah Hong Kong," a multi-market destination marketing initiative targeting high-yield Southeast Asian source markets like Indonesia, Malaysia, and Singapore.

• Targeted Digital Guides: HKTB released interactive digital travel guides mapping out popular districts, local prayer facilities, and verified dining spots directly on DiscoverHongKong.com.

• Strategic Ecosystem Partnerships: HKTB partnered with booking platforms like Klook and activated creator networks to showcase authentic, prayer-friendly itineraries directly across visual social feeds.

• Authentic Cultural Storytelling: The campaign utilized culturally resonant media, including specialized holiday music videos featuring prominent regional artists, to build emotional connection and trust.

This synchronized outreach directly impacted visitor numbers, contributing to a 9.7% year-on-year surge in Malaysian arrivals in early 2026.

 

Strategic Lessons for Global Non-OIC Destinations

Hong Kong’s multi-year arc offers a practical blueprint for other non-OIC destinations seeking to capture a share of the USD 310 billion global Muslim travel spend projected for 2030:

1. Commit to Government-Led Accreditation: Cross-sector collaboration between tourism authorities, certification bodies, and local businesses provides the credibility travelers require.

2. Standardize Core Essentials First: Prioritize fundamental faith-based requirements—such as water-friendly washrooms, clear Qibla orientation, and certified dining options—across primary entry points like airports and cruise terminals.

3. Turn Availability into Algorithmic Visibility: In an era where 80% of travelers utilize AI tools for trip planning, structured digital data allows algorithms to crawl and recommend certified assets early in the decision-making process.

 

Unlock the Full GMTI 2026 Intelligence Report

Hong Kong’s rise to the second spot among non-OIC destinations in GMTI 2026 demonstrates that thoughtful accreditation, strategic marketing, and ground-level execution can quickly transform a city into a global destination of choice for Muslim travelers.

Download the Complete Mastercard-CrescentRating Global Muslim Travel Index 2026 Report here.