The global tourism sector stands at a defining moment. As destinations rebuild and reshape in a post-pandemic world, one segment is rising with consistent clarity and purpose: halal tourism. Once seen as a niche, Muslim-friendly travel has now taken its place as a core driver in the international travel economy. At the Halal in Travel Global Summit 2025, this message was delivered with precision and urgency by Mr. Harry Hwang, Regional Director for Asia and the Pacific of UN Tourism, in his keynote address, A UN Tourism Perspective on Halal Tourism.
Mr. Hwang’s remarks emphasized that the future of travel is inclusive, ethical, and grounded in cultural respect. And halal tourism, he argues, offers not only commercial promise but also a deeper opportunity to reshape global tourism through values of understanding, responsibility, and resilience.
Mr. Hwang began by acknowledging the gathering’s role in promoting inclusivity across the travel industry, praising the summit for bringing together voices across public, private, and civil society sectors. The context he provided was both factual and forward-looking.
Last year, Muslim international arrivals reached 176 million, surpassing the pre-pandemic benchmark of 160 million travelers in 2019. By 2030, that number is projected to hit 245 million; an average of over 670,000 Muslim travelers crossing international borders each day. The message was clear: halal tourism is no longer an emerging category. It is a central pillar of global travel, and its momentum is irreversible.
But these numbers, Mr. Hwang insisted, must be understood not just as statistics, but as lives. They represent families exploring new places, entrepreneurs discovering business opportunities, and young people traveling for study, connection, or faith. These are stories, not segments. And to respond to this growing movement, the travel industry must shift from volume to value by placing human experience at its core.
Much of the conversation around halal tourism today has been shaped by the Global Muslim Travel Index (GMTI), a partnership between Mastercard and CrescentRating. Now in its 10th edition, the GMTI serves as a tool to benchmark how well destinations cater to the needs of Muslim travelers.
Covering 158 destinations, the index evaluates countries on access, communication, environment, and services, including the availability of halal food, prayer spaces, and Muslim-friendly accommodations.
But the purpose of the GMTI, Mr. Hwang noted, goes beyond rankings. It challenges countries to translate vision into practice, to move from marketing messages to measurable action. The index is a mirror, revealing not only how inclusive destinations are, but how intentional their strategies have become.
As part of the summit, the Halal In Travel Awards were also spotlighted, honoring destinations and organizations that have demonstrated excellence in Muslim-friendly travel. Mr. Hwang recognized these winners not just for their innovation, but for embodying the ethical principles that halal tourism promotes: compassion, integrity, and responsibility.
Such initiatives, he said, show what is possible when destinations commit not only to service quality but to value-driven hospitality. They are shaping a new global travel standard—one rooted in respect and designed to welcome.
Crucially, halal tourism also aligns with the United Nations Sustainable Development Goals (SDGs). Mr. Hwang laid out the connections clearly:
By fostering travel that respects faith, local customs, and environmental limits, halal tourism is a pathway toward a more equitable and sustainable tourism industry. It diversifies travel patterns, supports ethical experiences, and introduces new economic flows into underrepresented markets.
Another major theme of Mr. Hwang’s address was the shifting demographic profile of Muslim travelers. Millennials and Gen Z- tech-savvy, values-driven, and culturally connected- are shaping the future of halal tourism. This group expects more than just access; they want personalized, meaningful, and ethical travel experiences that reflect their spiritual and cultural identities.
This generation is mobile-first, using digital platforms to plan and book trips in real time. They are curious and conscious, seeking destinations that speak not only to their interests but to their values. And they are vocal, using social media to amplify the destinations and services that treat them with dignity.
For destinations aiming to attract this growing segment, adapting to their preferences is not optional. From AI-driven personalization to ethical storytelling and inclusive design, the travel industry must meet them where they are and where they want to go.
Importantly, Mr. Hwang stressed that halal tourism is not just about infrastructure. It is also a vehicle for cultural preservation and interfaith harmony. As Muslim travelers engage with diverse communities across the world, they open doors to mutual understanding. Respectful engagement with local traditions fosters empathy, while halal-friendly environments enable deeper cultural immersion.
He argued that destinations should not build separate silos, but rather integrate Muslim-friendly practices into the broader tourism ecosystem. This inclusivity benefits everyone, and it ensures that the travel experience reflects not only commercial objectives but also shared humanity.
The Halal in Travel Global Summit, in Mr. Hwang’s view, is more than a gathering, but a platform for progress. It brings together policymakers, travel industry leaders, and community voices to co-create solutions for a better tourism future. Such dialogue is essential, he said, in embedding cultural sensitivity and inclusive practices into national tourism strategies.
UN Tourism, he reiterated, remains committed to supporting countries that prioritize these values. Through technical assistance, policy development, and global frameworks, the organization is working to ensure that halal tourism becomes a standard, not an exception.
In closing, Mr. Hwang called for a redefinition of success in tourism. Instead of focusing solely on arrivals or revenues, he urged the industry to measure its value through understanding, connection, and community impact. Travel should be about transformation—both for the traveler and the host.
His vision is of a resilient and inclusive travel ecosystem, where cultural authenticity is preserved, human dignity is honored, and every traveler feels seen and respected. It is a vision in which halal tourism is not a parallel path, but a guiding light for the industry as a whole.
Watch the full panel on YouTube here.
To see more of the Halal In Travel Global Summit 2025 sessions, please visit this page.
