Introduction to the ACES Framework: Key to Muslim-Friendly Tourism 

The Global Muslim Travel Index (GMTI) 2024 highlights significant advancements in creating inclusive environments for Muslim travelers. Using the ACES framework: Access, Communications, Environment, and Services, destinations can identify areas of improvement to attract and effectively serve the growing halal travel market. 

Access: Enhancing Connectivity and Entry

The Access pillar evaluates the ease with which Muslim travelers can enter and navigate destinations, including aspects like visa policies, air connectivity, and transport infrastructure. Leading destinations have demonstrated their commitment to improving these areas:

• Qatar: Jumping from 10th in 2021 to 1st in 2024, Qatar’s success stems from a combination of strategic investments in air connectivity, modern transport systems, and seamless visa procedures. Hosting global events like the FIFA World Cup showcased its world-class infrastructure and solidified its position as a premier travel destination.
• UAE: As a global travel hub, the UAE consistently ranks high due to its unparalleled air connections, integrated transport systems, and innovative approaches to enhancing traveler experience. By maintaining a strong focus on infrastructure, it remains a top choice for Muslim and non-Muslim travelers alike.
• Saudi Arabia: Ranking 3rd, Saudi Arabia has made significant strides by launching tourist visas and diversifying its economy through initiatives like Vision 2030. Its investment in expanding flight routes and easing entry for pilgrims and tourists alike positions it as a key player in Muslim-friendly travel.
• Türkiye and Oman: Both destinations have focused on accessible visa policies and comprehensive infrastructure development. Türkiye’s robust airline network and Oman’s modernized public transport ensure ease of travel, attracting diverse audiences from Muslim-majority and non-Muslim regions.

Access improvements, particularly in simplifying visa policies and expanding direct flights, play a crucial role in driving inbound travel, as shown by exemplary performers such as Malaysia, Georgia, and Ecuador.

Communications: Engaging with Muslim Travelers

Effective communication ensures that Muslim travelers feel welcomed and understood. This pillar encompasses language proficiency, destination marketing, and stakeholder awareness. Leading destinations have demonstrated unique strengths:

• Language Proficiency: Countries such as UAE, Jordan, and Egypt excel in offering services in both Arabic and English, effectively catering to a broad demographic of Muslim travelers. The ability to communicate in native languages not only enhances convenience but also fosters cultural connections, boosting traveler confidence.
• Digital Outreach and Destination Marketing: Destinations like Malaysia, Indonesia, and Taiwan have adopted innovative marketing strategies to highlight their Muslim-friendly offerings. These include creating detailed halal travel guides, hosting familiarization (FAM) trips for influencers, and leveraging social media platforms to reach younger Muslim travelers who prioritize halal-friendly experiences.
• Stakeholder Awareness: While many destinations are making progress, more work is needed to educate local businesses about the unique requirements of Muslim travelers. Initiatives like workshops, training sessions, and certifications help hotels, restaurants, and service providers align their offerings with halal travel standards, making destinations more inclusive and competitive.

Proactive engagement with Muslim travelers through tailored communications and education initiatives helps destinations build long-term trust and loyalty within this growing market.

Environment: Fostering Safety and Sustainability

The Environment pillar focuses on a destination’s overall safety, sustainability, and inclusivity, creating an atmosphere where Muslim travelers feel comfortable and respected. Notable trends include:

• Faith Inclusivity: Average scores for faith-related freedoms have risen to 90.7 in 2024, reflecting progress in accommodating Muslim practices. However, some regions still impose restrictions on aspects like hijab or halal slaughter, which can deter travelers. Destinations that actively promote faith inclusivity are setting themselves apart in the halal travel market.
• Safety Concerns: While general safety has improved in many regions, hate crimes and incidents of Islamophobia remain pressing issues that affect Muslim travelers’ perceptions. Proactive measures, such as anti-discrimination campaigns and community engagement initiatives, are essential for ensuring a safe and welcoming environment.
• Sustainability: With a rise in eco-conscious Muslim travelers, destinations adopting sustainable practices have seen improvements in their scores—from 44 in 2022 to 48 in 2024. Initiatives like waste reduction, sustainable transport, and eco-friendly accommodations resonate with modern travelers who prioritize responsible tourism.
• Accessibility: Investments in public transportation, universal design principles, and accessible facilities have made destinations like Japan and Singapore more inclusive for travelers with diverse needs. Enhancing these aspects boosts a destination’s appeal to families, elderly travelers, and those with physical disabilities.

Addressing these factors enhances destinations' attractiveness and contributes to global sustainability and inclusivity goals.

Services: Meeting Muslim Traveler Needs

The Services pillar evaluates how destinations cater to the unique needs of Muslim travelers, from halal dining to prayer facilities. Insights from GMTI 2024 reveal areas of progress and opportunities:

• Prayer Facilities: While OIC countries excel in providing accessible prayer spaces, non-OIC destinations like Singapore, Bosnia, and South Africa are making commendable efforts to include these facilities in public areas, airports, and shopping centers. This inclusivity fosters cultural understanding and a sense of belonging for Muslim visitors.
• Halal Dining: Non-OIC destinations like Singapore, the UK, and Taiwan are expanding their halal dining options, with cities like London and New York standing out for their diverse offerings. Restaurants, food courts, and grocery stores in these cities are increasingly adopting halal certifications, demonstrating their commitment to catering to Muslim dietary requirements.
• Muslim-Friendly Airports: Airports play a critical role as gateways for travelers. Leading airports in Singapore, Hong Kong, and South Africa provide essential amenities such as halal food, prayer rooms, and ablution facilities, ensuring a seamless travel experience for Muslim visitors.
• Hotels: Despite low scores globally, Muslim-friendly hotel services remain a significant growth area. Hotels that incorporate halal-certified kitchens, prayer mats, qibla indicators, and staff training have a competitive edge in attracting Muslim travelers and increasing occupancy rates.
• Heritage & Experience: Promoting Islamic heritage and cultural experiences is an underutilized opportunity. Destinations that showcase Islamic art, architecture, and history offer enriching journeys that resonate deeply with Muslim travelers, creating memorable and meaningful experiences.

Conclusion

The GMTI 2024 underscores that catering to the needs of Muslim travelers is no longer an option but a necessity for growth in the competitive halal travel market. Destinations that prioritize infrastructure development targeted marketing, inclusivity, and sustainability gain a significant edge in attracting this growing demographic.

To thrive, industry stakeholders must:

• Streamline visa processes and expand flight routes for improved accessibility.
• Utilize digital platforms to promote tailored offerings and build trust with travelers.
• Foster inclusivity through halal certifications, accessible prayer spaces, and cultural awareness initiatives.
• Address safety concerns and adopt sustainable practices to appeal to eco-conscious travelers.

By implementing these strategies, destinations and businesses can tap into the immense potential of the halal travel market, fostering an inclusive and sustainable travel ecosystem while driving long-term growth.  

Download the full GMTI 2024 Report here to gain more insight into the growing Muslim travel market!