Tourism Diplomacy Across Borders: Policy, Inclusivity, and the Visitor Experience

In an era defined by geopolitical complexity, evolving mobility patterns, and expanding Muslim outbound travel demand, tourism is far more than an economic sector; as it is a vital channel for international goodwill and cross-cultural understanding. Yet, while market forces drive commercial activity, government policy and diplomatic engagement establish the baseline conditions that determine whether travel is seamless, dignified, and inclusive.

At the Halal in Travel Global Summit (HITGS) 2026, a high-level executive panel titled “Tourism Diplomacy Across Borders” examined how government-level cooperation, border experiences, and policy frameworks shape global mobility. Moderated by Soon-Hwa Wong (CEO of Asia Tourism Pte Ltd, PATA Ambassador for Greater China, and Chairman of the PATA Singapore Chapter), the discussion featured two distinguished global leaders:

• H.E. Sadık Arslan, Ambassador of the Republic of Türkiye to Singapore

• Mohamed Desouky, Senior Project Specialist at UN Tourism

Together, the panelists explored the interplay between market dynamics and government policy, the concept of border mobility justice, and the role of public-private diplomacy in scaling faith-compatible tourism.

 

Policy vs. Market: What Drives Tourism Success?

Opening the discussion, Soon-Hwa Wong posed a foundational question: Is global tourism driven primarily by market forces, or is it fundamentally policy-driven?

H.E. Sadık Arslan emphasized that while high-quality tourism products and market demand are critical, long-term success requires a deliberate, calculated national policy. Citing Türkiye’s strategic transformation over the last five decades, he shared that policy and market are not mutually exclusive:

“To share the Turkish perspective, we have devised a very calculated, well-prepared tourism policy for at least the last four or five decades. What we call it is "an industry without smoke." That is what we labeled it almost 50 years ago, and it paid off. For the time being, Turkey has become the fourth largest tourism destination in the world, and when it comes to revenue, it ranks seventh in the world.”

He continued by adding, “So policy makes a huge difference in promoting your country and facilitating the demands of the guests. But in the meantime, the market itself or the product itself is also extremely important.”

 

Mobility Justice: Reconciling Border Security with Hospitality

Addressing the global travel experience, Mohamed Desouky introduced the concept of tourism diplomacy as a tool to address border friction and "mobility injustice".

Desouky referenced recent academic research on Tourism Mobility Injustice, which reveals that for many travelers from developing and emerging markets, the most stressful part of an international trip is neither the flight nor the stay—it is the border crossing itself. Even when travelers hold valid visas and complete documentation, inconsistent, opaque, or intimidating border entry procedures create severe anxiety and tarnish destination perceptions. He continued by mentioning:

“In the context of Halal tourism, inclusivity goes far beyond providing Halal dining or prayer facilities; it also means transparent visa processes, smooth border procedures, as well as equal treatment throughout the journey. This is particularly relevant for Halal tourism because many Muslim travelers come from emerging markets where visa accessibility and border experiences form a huge impact on the destination's image.”

This is where Desouky called for closer inter-agency coordination between national tourism boards, ministries of foreign affairs, and immigration authorities to align border control procedures with national hospitality goals, creating standards that are secure and visitor-friendly.

 

Institutionalizing Halal Tourism: The Turkish Benchmark

When asked how government policies support Halal tourism, H.E. Sadık Arslan explained that while faith-compatible amenities are naturally embedded across Türkiye's Muslim-majority society, the government actively codifies standards to offer international guests absolute confidence:

• Official Certification & Assurance: Turkish government bodies across the agriculture and hospitality sectors have expanded formal Halal certification programs to eliminate ambiguity for international arrivals.

• Flag-Carrier Alignment: Turkish Airlines ensures that in-flight catering meets strict Halal standards, serving as an initial touchpoint of faith-compatible hospitality.

• Public Infrastructure Integration: Dedicated prayer spaces (mescit) and wudu-friendly amenities are standardized across airports, transit terminals, and public venues nationwide.

• Inclusive Heritage: H.E. Arslan noted that Türkiye’s century-long history as a multicultural empire ensures that while Islamic heritage is celebrated, the environment remains open, inclusive, and welcoming to visitors of all backgrounds and faiths.

 

Four Core Principles for Global Tourism Cooperation

To advance inclusive cross-border travel, Dr. Desouky outlined four guiding principles drawn from the UN Tourism Global Code of Ethics for Tourism:

1. Universal Accessibility: Ensuring physical, financial, and procedural barriers are systematically lowered for all traveler demographics.

2. Freedom of Movement: Facilitating transparent visa regimes, e-visas, and predictable border entry points.

3. Mutual Cultural Respect: Fostering travel environments that honor local traditions while respecting the faith identity and dignity of incoming guests.

4. Public-Private Collaboration: Uniting government policy with private sector execution. UN Tourism actively integrates private-sector affiliate members into statutory discussions to ensure policy matches market realities.

Dr. Desouky cited a joint initiative along the Kazakhstan-Uzbekistan border, where both nations established multi-destination cultural and religious tourism corridors. By harmonizing border processes, transport links, and local community engagement across shared Silk Road heritage, the two countries created a seamless, high-yield regional travel ecosystem.

 

Advancing Tourism Diplomacy

The clear consensus from the expert panel is that sustainable tourism growth relies on enlightened governance and cross-border cooperation. While marketing campaigns attract interest, tourism diplomacy establishes the visa policies, border dignity, and inter-agency alignment required to turn travel intent into lasting international goodwill.

Learn how broader tourism diplomacy efforts could advance travelers’ experience from the experts here.