The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) has been a cornerstone of the Muslim travel industry, charting its growth and transformation since its inception. Over the years, GMTI has not only evolved in scope but has also served as a valuable tool for destinations and stakeholders in the travel ecosystem to understand better and cater to the diverse needs of Muslim travelers.
Launched in 2011 as the CrescentRating Annual Ranking, GMTI started modestly by assessing just the top 10 Muslim-friendly destinations. This marked the beginning of an initiative aimed at enhancing the travel experience for Muslim travelers worldwide. By 2012, the rankings expanded to include 20 destinations, and the framework was renamed the CrescentRating Halal Friendly Travel Ranking, reflecting its commitment to serving a broader audience.
The real turning point came in 2015 with the launch of the Mastercard-CrescentRating Global Muslim Travel Index (GMTI). This collaboration brought global visibility and credibility, evaluating 50 destinations and setting the stage for a more structured and data-driven approach. By 2016, the number of destinations increased to 60, and in 2017, it further grew to 100 destinations, highlighting the rapid growth and interest in the Muslim travel market.
Recognizing travelers' evolving needs, GMTI has continually expanded its framework to include more diverse metrics and considerations. In 2018, the number of evaluated destinations reached 130, reflecting the rising significance of the Muslim travel market globally. The year also marked the introduction of the ACES (Access, Communications, Environment, Services) framework, which became a benchmark for evaluating destinations’ readiness to cater to Muslim travelers.
In 2024, GMTI took a significant step forward by integrating Accessible Travel metrics for the first time. This inclusion underscores the importance of inclusivity in travel, ensuring that destinations are equipped to accommodate travelers with disabilities, elderly travelers, and those with specific needs. This milestone aligns with GMTI’s broader mission to make travel accessible and enjoyable for all, regardless of physical abilities.
The COVID-19 pandemic in 2020 posed unprecedented challenges to the global travel industry. However, GMTI continued to adapt and innovate, providing insights that helped destinations navigate the pandemic's complexities and prepare for recovery. The introduction of the Halal Travel Development Goals (HTDG) in 2020 provided a roadmap for stakeholders to align their strategies with the evolving expectations of Muslim travelers.
Post-pandemic, the number of destinations evaluated grew steadily, reaching 140 in 2021, 138 in 2023, and a record 145 destinations in 2024. This growth signifies the resilience of the Muslim travel market and its potential as a driving force in the global travel industry.
Over the years, GMTI has become a trusted resource for industry stakeholders, academic researchers, and media professionals. Since 2015, GMTI has released comprehensive annual reports that offer data-driven insights and practical recommendations. The impact of these reports is evident in the following achievements:
30,000 Downloads: Reflecting a 55% year-on-year growth, the reports’ widespread accessibility underscores their relevance to industry professionals seeking actionable insights.
33,000 Online Article Mentions: GMTI’s influence extends beyond the travel industry, fostering discussions and shaping perceptions in related sectors.
2,400 Citations in Academic Articles: GMTI is a valuable resource for researchers exploring topics related to Muslim travel, inclusivity, and destination management.
7,000 News Media Mentions: With a 58% year-on-year increase, GMTI’s findings are regularly highlighted in global media, amplifying its reach and influence.
As the Muslim travel market continues to evolve, GMTI remains at the forefront of innovation and thought leadership. The integration of the RIDA (Resilience, Inclusivity, Diversity, Accessibility) framework in 2024 is a testament to GMTI’s commitment to addressing the multifaceted needs of modern travelers. By emphasizing sustainability and inclusivity, the RIDA framework ensures that destinations can cater to a wide range of traveler preferences while maintaining environmental and cultural integrity.
In addition to these advancements, GMTI’s emphasis on accessible travel represents a significant step toward creating a more inclusive travel industry. Destinations that prioritize accessibility not only enhance their appeal to Muslim travelers but also align with broader global trends toward sustainable and responsible tourism.
The Mastercard-CrescentRating Global Muslim Travel Index has transformed from a modest ranking system into a comprehensive tool for understanding and catering to the needs of Muslim travelers. Its journey through the years reflects the dynamic nature of the Muslim travel market and the growing recognition of its importance within the global travel industry.
As GMTI continues to evolve, it remains an indispensable resource for destinations and stakeholders aiming to tap into the potential of this vibrant market. By embracing GMTI's insights and frameworks, industry professionals can position themselves to meet the demands of Muslim travelers and contribute to a more inclusive, sustainable, and resilient travel industry.
Download the full GMTI 2024 Report here to get more insights into the growing Muslim travel market!
