Muslim Travellers Seek Authentic Experiences While Prioritising Faith Needs

14 August 2025

KUALA LUMPUR: Muslim leisure travellers share the same motivations as others, exploring new cultures, discovering local experiences, and creating meaningful memories. The key difference lies in their need to do so in accordance with faith-based requirements, such as access to Muslim-friendly cuisine, prayer facilities, and privacy considerations.

“Travel planning to non-Muslim-majority destinations can be stressful when key information for our faith-based needs isn’t readily available,” explains Fazal Bahardeen, CEO of CrescentRating and HalalTrip, global authorities in Muslim-friendly travel. “And navigating unfamiliar places among unfamiliar people can add to that anxiety."

“These gaps can create feelings of discomfort or exclusion, undermining the very purpose of leisure travel, which is to enjoy new experiences with peace of mind,” he adds.

This insight inspired “Jelajah Hong Kong”, Hong Kong Tourism Board (HKTB)’s inaugural multi-market campaign aimed at positioning Hong Kong as a Muslim-friendly destination. The campaign has now been further enhanced through a partnership with Klook.

As part of this collaboration, Klook offers a comprehensive one-stop shop featuring Muslim-friendly activities and accommodation options, alongside prayer-friendly day trips to family attractions and cultural highlights. To bring these experiences to life, Klook leverages its Kreator network in key markets such as Singapore, Malaysia, and Indonesia, to develop and share curated itineraries. These provide firsthand recommendations designed to give Muslim travellers the confidence and comfort to explore Hong Kong independently.

Kenny Sham, General Manager for Hong Kong, Macau, and Thailand at Klook, states: “We are continually seeking ways to create more inclusive travel experiences by harnessing our strengths in discovery, data-driven insights, and curated offerings. Working with HKTB, we aim to bridge the information gap for Millennial and Gen Z Muslim travellers, helping them explore Hong Kong with confidence and ease.”

This initiative builds on recent progress. Following its partnership with CrescentRating and HalalTrip, Klook became the first global experience platform to offer verified Muslim-friendly ratings, enabling users to quickly identify activities and attractions that meet their faith-based needs.

Hong Kong has also received international recognition for its efforts. The city was named the “Most Promising Muslim-friendly Destination of the Year” at the Halal in Travel Awards 2025. Furthermore, in the 2025 Global Muslim Travel Index (GMTI), Hong Kong ranks third among non-OIC (Organisation of Islamic Cooperation) destinations and second globally in the Muslim Women Friendly Travel Destination category. These accolades reflect increasing recognition from the Muslim community of Hong Kong’s commitment to delivering inclusive, culturally respectful experiences for Muslim travellers.

Liew Chian Jia, Regional Director for Southeast Asia at HKTB, comments: “Since launching our Muslim-focused campaign, Jelajah Hong Kong, we have observed a rising level of interest and inquiries from Muslim travellers across our key source markets. Through this campaign, Hong Kong Tourism Board is strategically highlighting the city’s expanding range of Muslim-friendly offerings and experiences.”

“This partnership with Klook is a timely and meaningful collaboration that further positions Hong Kong as an inclusive and welcoming destination for Muslim travellers. It also underscores our ongoing commitment to diversifying Hong Kong’s tourism appeal and catering to the evolving needs of global visitors,” adds Jia.

According to GMTI, international Muslim arrivals reached 176 million in 2024, a 25% increase from 2023, and are projected to grow to 245 million by 2030. By then, total travel expenditure is expected to reach USD 230 billion, underscoring the significant economic potential of this rapidly expanding market.

Klook’s data supports this trend. Over the past year, bookings from the Muslim community to Hong Kong have increased by 43.5%, with theme parks and attractions leading the way.

“We are pleased to see Hong Kong making substantial progress towards becoming a more inclusive and welcoming destination for Muslim travellers. The partnership between Klook and HKTB exemplifies how collaborative efforts can create meaningful, Muslim-friendly travel experiences and provide useful, relevant information for tourists,” Fazal concludes.