Halal tourism shifts focus to destination readiness
The global halal tourism industry is shifting its focus from demonstrating market potential to improving destination readiness and building traveler trust, industry leaders said Saturday at a forum in London.
Speaking at a session titled “The Halal Traveler Economy: From Demand Signals to Destination Value,” representatives from aviation and tourism organizations highlighted connectivity, education, digital innovation and cross-sector cooperation as essential to turning rising demand for Muslim-friendly travel into economic growth.
Melih Sukru Ecertas, an independent board member at Turkish Airlines, said halal tourism was undergoing a major transformation as travelers increasingly sought experiences combining religious requirements with cultural discovery, comfort and personalized services.
He highlighted Turkish Airlines’ network of more than 360 destinations across over 155 countries, describing Istanbul as a strategic hub connecting markets across Asia, Europe and the Americas.
Ecertas said airlines could contribute to destination development beyond passenger transport, stressing that cooperation across the tourism sector was necessary to create sustainable economic value.
“No single entity can own entire customer journey,” he said, adding that destination development required innovation and collaboration across the industry.
He also noted that halal-friendly services could complement premium travel standards.
Education and reliable information build trust
Hafsa Gaher, CEO of Halal Travel Network, said the industry had moved beyond proving its commercial potential and was increasingly focused on helping destinations meet the needs of Muslim travelers.
She identified education and training as priorities for hotels, tour operators and tourism authorities seeking to improve services and establish trust.
Gaher also stressed the importance of accurate and accessible booking information, including reliable prices, appropriate images and clear descriptions of travel products.
She urged tourism businesses to identify their target audiences and establish partnerships with suitable travel agents before investing in promotional campaigns.
Digital innovation shapes future growth
Fazal Bahardeen, CEO of CrescentRating and HalalTrip, said research, destination benchmarking and traveler confidence remained central to the sector’s development.
He said CrescentRating, established in 2008, initially focused on raising awareness of Muslim travelers’ needs before expanding its work toward service quality, digital innovation and more immersive tourism experiences.
Bahardeen highlighted the organization's partnership with Mastercard in 2015 to launch the Global Muslim Travel Index, which evaluates destinations according to accessibility, communication, environment and services. The index’s 11th edition was launched this year, he said.
“What makes a traveler go from intention to booking is the trust,” Bahardeen said, emphasizing the importance of reliable halal food options and comprehensive Muslim-friendly services in converting travel interest into confirmed bookings.
London forum brings industry leaders together
The London Halal Forum opened Saturday, bringing together entrepreneurs, investors, policymakers and industry representatives to explore opportunities across the halal economy.
Organized by Halal360, a joint initiative of the Islamic Chamber of Commerce and Development and the Halal Products Development Company, the event has Anadolu as its global communications partner.
Held under the theme “Halal Tayyib for Humanity,” the forum focuses on investment, tourism, technology, supply chains, branding and international trade.
Discussions highlighted a broader shift in halal tourism, with industry leaders emphasizing that long-term growth will depend not only on attracting Muslim travelers but also on ensuring destinations deliver reliable, accessible and trusted experiences.
Source:AA
