Singapore-based Muslim travel specialist aims to promote Saudi beyond Hajj and Umrah
The expansion of multi-layered tourist visas and a national drive to diversify the economy has positioned Saudi Arabia as a rising destination for both domestic and international tourists. Couple that with its significant transformation under the Vision 2030 initiative, and you have a region whose tourism scene is not only rapidly evolving, but also teeming with opportunity.
HalalTrip aims to contribute to this evolution by developing Muslim-friendly travel packages that go beyond the traditional pilgrimages of Hajj and Umrah. Raudha Zaini, Head of Strategic Partnerships & Projects at HalalTrip, spoke with WiT about the company’s expansion into the Saudi region, including its partnership with local Saudi company Wojhatt Travel to promote the Kingdom as a heritage and cultural tourism destination.
HalalTrip’s expertise in curating personalised travel experiences that align with religious and cultural values perfectly caters to this new wave of interest, especially as the Kingdom invests heavily in its hospitality and tourism infrastructure. Through strategic content creation, partnerships, and a deep understanding of Muslim traveller preferences, HalalTrip hopes to shift perceptions and elevate Saudi Arabia as a multifaceted destination for Muslim tourists worldwide.
Q: What is HalalTrip’s approach to Saudi Arabia’s new tourism initiatives and what plans do you have to expand in the region?
HalalTrip is actively focusing on the Saudi region as part of its broader strategy to promote Muslim-friendly travel experiences. Saudi Arabia is undergoing rapid transformation with its Vision 2030 initiative, and we aim to tap into this by developing travel packages to Saudi that showcase its rich historical and cultural heritage, beyond Hajj and Umrah.
Together with our local Saudi partner, Wojhatt Travel, we aim to highlight Saudi as an attractive destination for heritage and cultural tourism by developing unique travel experiences to the destination.
Q: What shifts within the Saudi tourism market support your ventures in the region?
The region has opened up significantly in recent years, with increasing focus on tourism, especially with the introduction of the tourist visa and efforts to diversify its economy.
The rise of domestic tourism as well as an influx of international visitors aligns with HalalTrip’s focus on promoting Muslim-friendly destinations. The kingdom’s investments in infrastructure, entertainment, and hospitality cater to a growing number of tourists who seek experiences that align with their religious and cultural values. This trend supports our mission to offer personalised travel experiences for Muslim travellers.
Q: As for destination marketing, how will you deliver the message that the Saudi region has more to offer in terms of tours and activities?
We leverage our strengths in content creation, digital marketing, and strategic partnerships to showcase Saudi Arabia’s diverse offerings. Through engaging content like blogs, videos, and travel guides, we will highlight the unique experiences such as cultural heritage, adventure activities, and local gastronomy. Our extensive experience working with multiple destinations across the Muslim travel market allows us to bring a nuanced understanding of what resonates with Muslim travellers.
Our strong network of partners and KOLs will play a vital role in amplifying these stories, reaching both regional and global audiences. Additionally, we work closely with key industry players to craft travel packages that resonate with our audience. As a sister company of CrescentRating, HalalTrip also benefits from access to comprehensive data on Muslim travel behavior, allowing us to tailor our marketing strategies more effectively.
HalalTrip’s Raudha Zaini speaking at WiT Indie (Penang, Malaysia) earlier this year
Q: What are some key challenges in executing this approach?
One of the key challenges is educating travellers about the wide range of experiences Saudi Arabia has to offer. Many travellers still associate the country primarily with Hajj and Umrah, making it important to raise awareness of its cultural, historical, and adventure tourism opportunities.
Another challenge lies in inspiring these travellers to step outside of the traditional pilgrimage routes and explore Saudi’s rich heritage, from UNESCO World Heritage sites to vibrant local traditions and natural wonders. Changing these perceptions requires a sustained effort in storytelling, marketing, and partnerships to highlight Saudi Arabia’s unique and diverse attractions.
Q: What’s your target demographic for this approach?
Our primary target demographic is families, particularly those seeking heritage and cultural experiences. We also focus on extended family travel, where multi-generational groups are looking for destinations that offer meaningful and enriching experiences for all age groups, from children to elderly members, in a safe and culturally appropriate setting. While family travel is our main focus, we are also reaching out to younger Muslim millennial and Gen Z travellers who are eager to explore new destinations that align with their faith and offer authentic heritage and cultural experiences.
Q: From a marketing perspective, how long do you think it takes for messages like these to get across to the customer base, and what kind of take-up are you anticipating from that core customer base?
We anticipate that it will take time to convince Muslim travellers to see Saudi Arabia as a destination beyond Hajj and Umrah. Saudi holds a deep emotional and spiritual connection for Muslims worldwide, tied to the stories and traditions they have grown up with.
This strong resonance with the cultural and historical significance of the region is expected to create a growing interest in exploring the country’s rich heritage and diverse experiences. Over time, as travellers discover the cultural and historical depth of Saudi Arabia beyond its religious sites, we believe there will be a steadily increasing take-up, with positive feedback from those seeking meaningful, faith-aligned journeys.
