Mastercard and CrescentRating have jointly launched the Global Muslim Travel Index (GMTI) 2024, a comprehensive guide designed to study and deliver insights around Muslim-friendly tourism. This year’s report highlights major advancements and insights into a fast-growing market, shedding light on evolving preferences, the rise of Muslim women travellers, demographic shifts, and the economic potential of this burgeoning sector.
A key highlight of the GMTI 2024 is the introduction of the RIDA (Responsible, Immersive, Digital, and Assured) Framework, a model that quantifies Muslim-friendly travel experiences.
Opportunities in the Muslim travel market
According to the GMTI 2024, the Muslim travel market is influenced by several critical demand-side and supply-side drivers:
Demand-side drivers
- Population growth and demographics: The GMTI 2024 emphasises that over 70% of the global Muslim population is under 40 years old. This younger, tech-savvy demographic has high disposable incomes and is eager to travel, representing a significant market for Halal-compliant services.
- GDP growth: Economic growth in Muslim-majority countries like Indonesia, Malaysia, and the Gulf nations is spurring the expansion of a middle class with a keen interest in travel. Higher GDP per capita in these regions translates directly to a rising appetite for exploring new destinations.
- Halal awareness and digital connectivity: Muslim travellers are increasingly aware of Halal standards that go beyond food, extending to accommodations, transportation, and leisure activities. Enhanced digital tools, such as travel apps and websites that promote Halal services, are making it easier for Muslim travellers to find compliant options.
- Responsible tourism: The GMTI 2024 highlights that today’s Muslim travellers are more values-driven, with a focus on sustainability and ethical travel. Destinations that promote responsible tourism practices are more likely to resonate with this conscientious audience.
Supply-side drivers
- Destination diversification: As more destinations recognise the potential of the Muslim travel market, they are diversifying their offerings. Providing Halal food, prayer facilities, and Muslim-friendly environments allows them to attract a broader audience.
- Cultural understanding and communication: Effective cross-cultural communication is essential for accommodating Muslim travellers. Destinations are increasingly offering training for hospitality staff, promoting multilingual support, and running educational campaigns on Muslim travel needs.
- Technology and personalisation: The rise of technology has revolutionised travel, and for Muslim tourists, it has enabled personalised experiences that adhere to faith-based needs.
The global Muslim travel market demonstrated incredible resilience in 2023, with nearly 145 million Muslim international arrivals—around 90% of pre-pandemic levels. Projections suggest that by the end of 2024, Muslim international arrivals will exceed pre-pandemic figures by 3% to 5%, totaling 164 to 168 million, with forecasts predicting 230 million international arrivals by 2028, alongside an expenditure of USD 225 billion.
The GMTI 2024 also spotlights Muslim women travellers, expanding its rankings to include the top 20 destinations in both OIC and non-OIC countries. Malaysia, Indonesia, Qatar, and the Maldives lead in the OIC category, while Singapore, Taiwan, Ireland, and Japan dominate in the non-OIC category.
Emerging destinations like the Philippines, Hong Kong, South Africa, and Spain are quickly gaining popularity among Muslim travellers due to their increased focus on providing Halal-friendly amenities.
Embracing accessible travel
Accessibility is a central theme in the 2024 GMTI report, with the introduction of the Accessible Travel Framework (ATF). Destinations that prioritise inclusivity and accessibility stand to attract a larger share of the growing Muslim travel market.
Several destinations, such as Australia and Dubai, have become models for accessible travel.
The GMTI 2024 highlights that Australia has pioneered inclusive tourism through legislation and practical guides, while Dubai has invested in comprehensive accessibility services across its transportation hubs and attractions.
Global trends shaping the Muslim travel market
Key global trends highlighted in the GMTI 2024 include:
- Managing overtourism: Overtourism, which depletes natural and cultural resources, is a growing concern. Many Muslim travellers visiting cultural heritage sites are now opting for destinations that control visitor numbers, ensuring a more reflective and personal experience.
- Community-based tourism: Community-based tourism allows local communities to showcase their culture, boosting local economies while providing travellers with authentic, faith-aligned interactions.
- Accessible tourism: Muslim travellers often travel in extended family groups, making accessibility a critical consideration.
- Deep cultural immersion: Many Muslim tourists seek destinations with rich Islamic history to deepen their connection with Islamic heritage.
- Local dining and Halal food: Halal dining is a cornerstone of Muslim travel.
- Festival travel: Engaging in Islamic festivals, such as Ramadan or Eid in different cultural contexts, adds a layer of spiritual and communal connection to travel.
- Eco-conscious travel: Eco-conscious travel is gaining momentum among Muslim travellers, aligning with Islamic principles of stewardship.
Similarly, technological advancements are changing the Muslim travel experience, making it more seamless and integrated.
According to the GMTI 2024, these digital trends are reshaping the industry:
- Cashless transactions: Digital payments, such as mobile wallets and contactless payments provide better control over travel expenses.
- AI-Powered Travel: AI technology is helping Muslim travellers locate Halal food, prayer spaces, and even offering real-time language translation services.
- Hassle-free immigration: E-gates and biometric verification are streamlining immigration processes.
- Digital nomads: The rise of digital nomads is a growing trend as they work remotely while exploring the world, balancing faith and modern work styles.
The GMTI 2024 projects that by 2034, the Muslim population will grow from 2.12 billion in 2024 to 2.47 billion, representing half of the total global population growth during this period.
Key findings in terms of demographics and economic impact include:
- The growing youth segment (18% of the global population in 2024) emphasises the need for destinations to cater to younger and family-oriented travellers.
- A projected rise in Muslim travellers aged 21-40 by 2034 signals an increased demand for business and leisure travel.
- Economies such as Saudi Arabia, the UAE, and Turkey are identified as key outbound markets due to their robust economic standing and high disposable incomes.
- Emerging economies like Bangladesh, Egypt, Indonesia, and Nigeria also have potential due to their large Muslim populations and growing middle class.
The GMTI 2024 highlights that Asia remains the top destination, attracting over 65% of Muslim tourists, due to its rich Islamic history, Muslim-friendly infrastructure, and proximity to key Muslim-majority countries.
Europe follows with 22% of Muslim arrivals, though there is potential for growth as more destinations cater to Muslim-friendly services. Africa, with 10% of Muslim arrivals, offers opportunities, particularly in its northern regions with deep Islamic heritage.
The report also states that the Americas and Oceania, with smaller shares of 3% and 1%, respectively, have significant potential for growth if they address key barriers such as Halal services and perceived inclusivity.
Download the full 2024 Global Muslim Travel Index here.
Image credit: CrescentRating
