Asia leads growth in Muslim-friendly tourism as demand for inclusive travel rises

SINGAPORE (MNTV) – Muslim-friendly tourism is experiencing robust growth worldwide, with international Muslim visitor arrivals projected to reach 245 million by 2030, according to new data from Mastercard and CrescentRating, as reported by Marketech APAC.

Current estimates place international Muslim visitor arrivals at 186 million in 2025, with the projected increase to 245 million by decade’s end reflecting the market’s strong momentum. Fundamental services including halal food availability and designated prayer spaces have become increasingly established across many destinations, while travelers’ expectations continue to evolve toward considerations of safety, digital accessibility, and faith-aligned assurance.

Asia’s dominance in the global Muslim travel market is particularly pronounced. The region attracted nearly 120 million Muslim visitors in 2024, representing approximately 65% of the world’s 176 million Muslim travelers overall. This commanding position stems from the region’s strong connectivity, cultural diversity, well-developed halal infrastructure, and geographic proximity to major Muslim source markets.

Southeast Asia is positioned especially well to capture future demand growth. Countries including Malaysia, Indonesia, Singapore, and Brunei rank prominently among preferred destinations for Muslim women travelers, while simultaneously serving as a significant source market themselves, accounting for roughly 5.8 million Muslim women travelers.

The data highlights growing opportunities for non-Muslim majority destinations that can establish clear visibility and reliability in their Muslim-friendly services. Muslim women travelers account for 90 million international arrivals in 2025, representing 48% of all global Muslim visitor arrivals, and their influence continues to expand across diverse travel categories including family vacations, solo travel, religious journeys, business trips, and women-led group experiences.

When selecting destinations, Muslim women prioritize safety and comfort above all considerations, cited by 60% of respondents surveyed. Muslim-friendliness—encompassing access to halal cuisine, prayer facilities, and the ability to dress modestly without discrimination—was identified by 30% as a critical factor.

Digital platforms have become increasingly influential in travel planning. The report found that 68% of respondents indicated social media shapes their travel decisions, with Instagram leading as the preferred platform, followed by YouTube and TikTok. Artificial intelligence tools are also gaining traction as travelers research destinations, construct itineraries, and locate halal-friendly services.

“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” noted Aisha Islam, Senior Vice President, Customer Solutions Center, Southeast Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to think about the full traveler journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”

Raudha Zaini, Director of Operations at CrescentRating, underscored the implications for destinations: “Muslim travelers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”