Muslim travelers to see rise in authentic and personalized travel experiences
The Muslim travel market has long been recognized for its immense potential, but a growing segment within it is now reshaping the conversation: high-yield Muslim travelers. These individuals are not only seeking halal-friendly destinations but are also investing in immersive, meaningful, and luxury-driven travel experiences. At the 2025 Halal in Travel Global Summit, a panel session titled "Unlocking High Yield Opportunities" provided valuable insights into this premium market and what it demands from the global tourism industry.
Moderated by travel analyst Gary Bowerman, the panel featured industry leaders from three regions: Marta Fernandez Matin from the Spain Tourism Board, Sadiq Dindar from the Tingana Collection in South Africa, and Abdullah Basalamah from Far East Asia Hospitality. Each offered a distinct perspective, yet all converged on a shared understanding: high-yield Muslim travelers seek more than just halal compliance; they seek experiences that resonate with their faith, identity, and values.
Who are high-yield Muslim travelers?
These travelers are culturally conscious and financially empowered individuals who prioritize faith-aligned, authentic, and luxurious experiences. They expect more than just halal food; they value thoughtful hospitality, immersive activities, and integration rather than isolation. Sadiq Dindar noted that these travelers want to engage with the broader community while maintaining their cultural practices.
Spain: Where Heritage Meets Luxury
Marta Fernandez highlighted how Spain is adapting to this segment's needs by blending heritage with modern tourism.
“We have seen a total evolution this last decade,” she shared. “We have seen Muslims that are choosing southern Spain not only because of the heritage, but now they are looking more for what is authentic in this region.”
With its rich Islamic history, Spain is well-positioned to offer cultural heritage tours that appeal to Muslim travelers. Wellness retreats, historical landmarks, and halal gastronomy experiences are being tailored to reflect the values of this market.
Spain's approach also reflects a generational shift. Younger travelers, especially millennials and Gen Z, are looking for experiences that are ethical, eco-conscious, and socially shareable. For these travelers, it's not just about where they go, but how that journey aligns with their identity.
South Africa: Immersive Luxury in the Wild
From South Africa, Sadiq Dindar shared insights into how the Tingana Collection has adapted to the high-yield Muslim traveler. Offering fully halal luxury lodges and immersive Shafari experiences, the brand has integrated Muslim travelers into diverse environments without compromising on their values.
Dindar emphasized the importance of value-added services and cultural sensitivity in curating these experiences. “I think that's what most of the Muslim travelers of today are looking for is [...] have us immersed with the rest of the people we're sharing the space with. We don't want to be seen or looked upon as different.”
Asia: Beyond Compliance to Connection
Abdullah Basalamah presented a hospitality perspective, noting that the industry is moving beyond checklist-style compliance. Modern Muslim travelers seek personalized, culturally aware experiences. Staff training is essential to ensure that service providers understand modesty requirements, dining preferences, and the importance of privacy.
“Educating the team members that not all Muslim travelers are the same, that helps as well to create that kind of awareness and understanding to help to elevate the whole experience for the different guests coming in,” he said.
In Asia, the demand for private villas and curated experiences is growing. Influencers and user-generated content are shaping perceptions, offering aspirational yet authentic glimpses into Muslim-friendly destinations. Social media, when used responsibly, plays a powerful role in connecting, educating, and inspiring this audience.
Beyond the horizon
All panelists agreed that personalization and authenticity are critical in catering to the high-yield Muslim market. This includes anticipating dietary needs, understanding prayer requirements, and offering experiences that align with ethical and cultural values. Luxury, in this context, is not about opulence alone, it's about relevance and meaning. “I think that kind of level awareness to create that kind of experiential offerings is very key,” Basalamah expressed.
Culinary experiences, for instance, are no longer just about offering halal food. They must be curated, locally inspired, and reflective of the destination's heritage. Chefs and staff must be educated not just in compliance but in storytelling and cultural relevance.
Looking ahead, technology will play a significant role in serving high-yield Muslim travelers. Panelists discussed how AI could enhance personalization, from itinerary suggestions to dining preferences. However, they cautioned against losing authenticity in the process. Technology should support, not replace, human connection and cultural sensitivity.
The panel concluded with a forward-looking discussion on the opportunities and challenges in this segment. There is growing recognition that Muslim travelers are not a monolithic group. Their needs vary based on region, culture, and individual preferences. As such, the industry must adopt a nuanced approach that respects diversity while maintaining consistency in service quality.
What comes next?
As the premium Muslim travel market continues to grow, the tourism industry must rise to the challenge. This means going beyond basic halal compliance to deliver culturally attuned, ethically grounded, and personalized experiences. By embracing this shift, destinations and brands have the chance to connect more deeply with travelers, build long-term loyalty, and contribute to a more respectful and diverse global travel ecosystem.
Watch the full panel on YouTube here.
To see more of the Halal In Travel Global Summit 2025 sessions, please visit this page
