Feature HALAL TOURISM


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7 Sheikh Zayed Road, Dubai 8 Tower Bridge, London 9 Phi Phi Island, Thailand 10 Taj Mahal, Agra


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10 “As the fastest-growing segment of the global tourism industry, the


Muslim travel market provides a wealth of opportunities for policymakers and businesses in both advanced and emerging economies”


nearly US$64 billion of inbound expenditure in 2015, or around 44 percent of the total. When it comes to the biggest spenders, the


Middle East leads the pack, accounting for 60 percent of all outbound Muslim tourism expendi- ture, worth some US$60 billion (AED220.38 billion). The Middle East nations also accrue the largest share of their tourism GDP from Muslim travellers (28 percent). “As the fastest-growing segment of the


global tourism industry, the Muslim travel market provides a wealth of opportunities for policy- makers and businesses in both advanced and emerging economies,” explains Fadhlillah, who presented more Middle East focused report find- ings during yesterday’s summit. “The sector is expected to expand by 50 percent in volume and 35 percent in value over the next five years, and we advise governments and tourism enti- ties to put the necessary strategies in place that will foster its development.”


ROOMTO GROW Tailoring the offering to attract Muslim travellers is set to feature heavily in the upcoming strate- gies of the region’s hotel chains. Ali Manzoor, Associate Partner at Knight


Frank and also a panellist at the Halal Tour- ism Summit, says: “As the global Muslim travel population swells, it will become increasingly important to develop hospitality options and specialised products that cater to their faith. “Hospitality development advisory is one


of our core services and we have witnessed an increasing number of entities wishing to develop hospitality offerings in line with the requirements of Muslim travellers.” Two companies that operate in the halal-


friendly segment are UAE-based Jannah Hotels & Resorts that were represented at the summit, and Shaza Hotels. Both Manzoor and Chris Nader, Vice President — Develop- ment — Shaza Hotels, stress the importance of


providing halal-friendly accommodation that has universal appeal. “I think it’s important not to look at halal


tourism entirely in the context of Muslim trav- ellers,” says Nader. “I believe it appeals to a much wider audi-


ence including the family, sports and wellness markets. We ensure each property is a destina- tion of choice to any guest looking for a good location, excellent service standards, distinct experience and a very elegantly designed and culturally-connected hotel.” Nader is also quick to point out that halal


tourism “is not a one-size-fits-all industry”. He says: “Each country, each culture, has


different needs and expectations when it comes to halal tourism. We have to remain agile and continue listening to our guests to ensure our offering remains attractive.” Zulkifly Md Said, Director General of the Islamic Tourism Centre under Malaysia’s


Ministry of Tourism & Culture, was also speak- ing at the summit and echoed the idea that those catering to Muslim travellers should take into account the whole picture. He says: “The industry should also note that


while Muslim travellers have some faith-based needs, they travel for the same reasons as any other tourist — to explore the different desti- nations and experience their unique culture.” Zakiya Habib, another CrescentRating certi-


fied Travel Counsellors consultant, says Muslim bloggers are also making their mark. She says: “They are actively sharing personal


travel, shopping and dining experiences, influ- encing purchasing decisions, in the same way as smartphone apps that help Muslim travellers find halal food, mosques and the Qiblah direction. “The industry should look at providing


more halal-friendly travel experiences focus- ing on culture, history, gastronomy and off- the-beaten-track discovery.”


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