As the global travel industry evolves to meet shifting consumer demands, halal tourism is taking center stage. At the Halal in Travel Global Summit 2025, the RIDA framework was introduced; a future-facing model aimed at reshaping the halal travel landscape through four key dimensions: Responsibility, Immersion, Digitalization, and Assurance.
RIDA: A blueprint for halal tourism’s future
Moderated by Shafa Nugroho, who oversees product development in CrescentRating, the session highlighted RIDA's potential to help service providers remain competitive and innovative while aligning with the growing expectations of Muslim travelers. The framework is designed to be scalable across market contexts, promoting a holistic approach to faith-based and sustainable tourism.
Origins and philosophy behind RIDA
Mr. Tawfiq Ikhtianto, Head of Research and Capacity Building of CrescentRating, explained that RIDA originated from the Indonesia Muslim Travel Index (IMTI) 2023. IMTI was a collaboration between CrescentRating, Perkumpulan Pariwisata Halal Indonesia (PPHI), and Bank Indonesia that evaluated 15 provinces in Indonesia in hopes of boosting its tourism competitiveness through its insights on how to improve tourism services.
The term "RIDA" derives from the Arabic word for contentment, reflecting its aim to foster deeper emotional connections between service providers and travelers. RIDA represents a strategic response to the growing demand for sustainable, meaningful, and inclusive travel experiences.
Unlike traditional tourism models, RIDA integrates the specific faith-based needs of Muslim travelers within a sustainable tourism framework. While tailored for Muslims, the principles of RIDA are universally applicable, appealing to a wider audience of conscious travelers.
Responsibility: Ethical, inclusive, and sustainable
Dr. Barkathunnisha Abu Bakar, co-founder of World Women Tourism, elaborated on the "Responsibility" dimension, emphasizing the rise of the conscious consumer. Today's travelers seek ethical, environmentally friendly experiences that go beyond superficial sustainability. RIDA promotes a shift from sustaining to regenerating environments, advocating for tourism that leaves a place better than it was found.
Accessibility and inclusivity were also spotlighted. Dr. Abu Bakar stressed that addressing the needs of over 1.3 billion people with disabilities is both a moral obligation and a significant business opportunity. Examples such as Dubai’s "People of Determination" initiative and Singapore’s accessible tour designs illustrate how inclusive tourism can benefit all.
Local communities are also central to the Responsibility dimension. From Bhutan’s community-driven environmental efforts to Brunei's revival of traditional businesses, Dr. Nisha underscored the importance of engaging locals in preserving cultural authenticity and environmental integrity.
Immersion: Meaningful cultural connection
The "Immersion" dimension focuses on enabling deep cultural engagement. The panel discussed how hyper-local experiences and community-based tourism can elevate a destination's appeal. Real-world examples include Lombok’s halal tourism villages and Mongolia’s cultural exchanges with eagle hunters. These initiatives not only enhance visitor satisfaction but also support local economies.
Younger travelers, particularly from Generation Z, are seeking experiences that offer both adventure and authenticity. Immersion allows them to learn about different lifestyles and connect with host communities on a meaningful level.
Digitalization: Embracing AI for better access
Dr. Nurhafihz Noor, a Lecturer in Marketing in James Cook University and advisor for CrescentRating's Insights Series, led the discussion on the "Digitalization" component, emphasizing the growing role of technology in shaping the Muslim travel experience. Muslim travelers are early adopters of AI and digital platforms that facilitate their faith-based needs.
Digitalization goes beyond functionality. Dr. Nurhafihz noted a shift toward emotional and social dimensions in tech use. Travelers increasingly expect AI tools to offer companionship, support well-being, and enhance personal fulfillment. This includes everything from digital halal service locators to AI concierge systems that anticipate and fulfill guest needs.
AI agents, or what he calls "swarms", work together to provide personalized recommendations, streamline services, and enhance overall travel satisfaction. These innovations are not just add-ons but integral to improving accessibility and delivering consistent service quality.
Assurance: Building trust through quality
The final pillar, "Assurance," focuses on trust, reliability, and certification. Dr. Nurhafihz highlighted the importance of halal certification in building consumer confidence. Contrary to fears that promoting halal might alienate non-Muslim travelers, data shows it enhances brand trust and service quality across demographics.
Mobile applications now allow travelers to access halal-related indicators, and platforms like CrescentRating’s partnership with Klook provide valuable assurance. The collaboration integrates CrescentRating’s Muslim-friendly ratings into Klook’s platform directly, helping Muslim travelers make more informed decisions through the trusted information, and highlighting Muslim-friendly packages through icons.
AI-powered concierge services further streamline guest experiences, from greeting to itinerary planning.
The RIDA framework positions halal certification not as a niche requirement but as a symbol of quality assurance that appeals to all travelers.
Collaboration for impact
To scale and implement RIDA effectively, public and private stakeholders must collaborate. Mr. Ikhtianto outlined several strategic steps: raising awareness, developing practical implementation tools, and creating a RIDA impact score to evaluate progress.
Public tourism bodies can endorse RIDA through policy and infrastructure, while private entities- hotels, airlines, tour operators- can adopt its principles through staff training, product development, and technology investment.
Dr. Nisha emphasized mapping the nexus between halal tourism and sustainability. By translating faith-based values into industry practices, stakeholders can better connect with both Muslim and non-Muslim travelers who prioritize ethical travel.
Dr. Nurhafihz called for greater involvement from academic researchers to assess RIDA’s long-term effectiveness and stressed the importance of involving travelers in co-creating solutions. He also highlighted the need to assess organizational readiness and leadership commitment to embedding the RIDA framework.
Shaping the future of halal tourism
The RIDA framework offers a forward-thinking model for halal tourism that aligns with global trends in ethical, sustainable, and experience-rich travel. By embracing the core dimensions of Responsibility, Immersion, Digitalization, and Assurance, destinations and service providers can redefine what it means to be Muslim-friendly while elevating standards for all travelers.
The Halal in Travel Global Summit 2025 has made it clear: the future of tourism is inclusive, ethical, and technologically empowered. With frameworks like RIDA, the halal travel industry now has more guidance and direction to work towards tangible goals.
Watch the full panel on YouTube here.
To see more of the Halal In Travel Global Summit 2025 sessions, please visit this page
