The global travel industry is undergoing a seismic shift, driven by the dynamism of the multi-billion-dollar Muslim travel market. For more than a decade, the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) has been the essential compass for navigating this sector. The landmark 10th edition, released in June 2025, offers its most detailed report yet, analyzing 153 destinations to provide a comprehensive picture of a world that welcomes Muslim travelers.

This year's index reveals not just a tightening race at the top, but a comprehensive global movement towards faith-friendly tourism, with surprising new contenders and established leaders digging deep to maintain their edge. This in-depth analysis will explore major players, from traditional powerhouses to emerging stars, detailing the specific strategies that distinguish them in this competitive arena.

GMTI 2025: Key Ranking Movements at a Glance

• Malaysia Reclaims Sole #1 Spot: With a score of 79, Malaysia stands alone as the top Muslim-friendly destination.
• A Three-Way Tie for Second: Türkiye, Saudi Arabia, and the United Arab Emirates all share the #2 position with a score of 78, creating a highly competitive tier at the top.
• Indonesia's Competitive Shift: Despite maintaining its score of 76, Indonesia moves to 5th place, highlighting the accelerated progress of its competitors.
• Hong Kong's Breakout Performance: The most dramatic riser among non-OIC nations, Hong Kong jumped 10 points to a score of 62, securing the #3 spot in that category.
• GCC Powerhouses on the Rise: Oman and Kuwait have made significant rebounds to re-enter the top 10, showcasing the region's growing strength.

Decoding the Rankings: The Science of a Muslim-Friendly Welcome

Before embarking on rankings, it's crucial to understand the GMTI's evaluation methodology. The index uses the well-established ACES framework, scoring destinations on four pivotal criteria that form the basis of a positive travel experience:

• Access: Covers logistical ease, including transport infrastructure, visa policies, and air connectivity.
• Communications: Assesses how well a destination markets itself to Muslim travelers through outreach, guides, and digital presence.
• Environment: Evaluates the overall safety, security, and welcoming atmosphere, including public perception and local policies.
• Services: Measures the core faith-based necessities, including Halal food availability, prayer facilities, airport facilities, and Muslim-friendly accommodations.

A high score signifies a deep, strategic integration of these elements into a nation's tourism DNA.

The OIC Powerhouses: A Fierce Contest for Supremacy

The Organisation of Islamic Cooperation (OIC) nations continue to set the standard, but 2025 shows the competition is more intense than ever.

The Unshakable Leader: Malaysia (Score: 79)

Retaining its top position with a 3-point score increase, Malaysia exemplifies a mature and holistic approach to Muslim-friendly tourism. Its leadership is no accident; it is the result of persistent, proactive policies, strong Halal certification systems, and programs designed to ensure safety and quality. As a multicultural, Muslim-majority nation, its rich Islamic heritage is seamlessly integrated into a modern travel experience, offering readily available Halal food and prayer facilities everywhere.

The Crowded Summit: Türkiye, Saudi Arabia, and UAE (Score: 78)

In a significant development, three destinations now share the second spot, each leveraging unique strengths:

• Türkiye capitalizes on its glorious cultural and Islamic heritage. Through strategic government investments and targeted promotional campaigns, cities like Istanbul, Konya, and Bursa offer a perfect balance of faith-based experiences—with their countless mosques and museums—and modern leisure, all supported by widely available Halal services.
• Saudi Arabia continues to evolve from its role as the custodian of Islam's holiest sites. Under its ambitious Vision 2030, the Kingdom is diversifying beyond Hajj and Umrah to promote its rich heritage, cultural diversity, and stunning natural landscapes. It offers experiences that are both world-class and rich in history.
• The UAE blends modern luxury with Muslim-friendly services. Its success is propelled by strategic initiatives, such as the UAE Tourism Strategy 2031, which complements its already outstanding infrastructure, widespread public prayer facilities, diverse Halal dining options, and a growing emphasis on sustainability.

The Resilient Top Tier and Notable Performers

• Indonesia (Score: 76): Standing in 5th place, Indonesia offers a rich cultural tapestry for Muslim travelers, supported by national initiatives that champion Halal tourism. While its score remains high, its drop in rank underscores the faster pace of improvement elsewhere. Key destinations, such as Aceh, Jakarta, Yogyakarta, and Lombok, remain exceptionally well-served.
• Qatar (Score: 76): Also tied for 5th, Qatar demonstrates consistently high performance. Its heavy investment in modern, accessible infrastructure and active global promotion has solidified its position as a top-tier destination.
• The Comebacks & Consistent Players: Making significant rebounds to reclaim top-10 positions are Oman (74) and Kuwait (74). Close behind, Jordan (73) and Iran (73) maintain their status as strong, consistent performers. The top 20 is rounded out by a host of strong destinations including Egypt (70), Morocco (70), Bahrain (70), Maldives (69), Brunei (69), Uzbekistan (67), Pakistan (66), Tunisia (65), Azerbaijan (64), and Lebanon (64), showcasing the depth and quality within the OIC.

Bridging Cultures: The Unstoppable Rise of Non-OIC Destinations

The most transformative story of GMTI 2025 is the remarkable progress of non-OIC nations. The average score of their top 20 rose by over 6%, proving that the principles of Muslim-friendly hospitality are universally applicable and economically sound.

The Gold Standard: Singapore (Score: 71)

Once again, the top-ranked non-OIC destination, Singapore, is a masterclass in inclusive tourism. Its success is built on a foundation of strong infrastructure, proactive government support, and an exceptionally well-regulated Halal culinary scene overseen by MUIS. Combined with its leadership in sustainability and technological innovations, such as Changi Airport's SMART vision, Singapore offers a seamless and reassuring experience.

The European Vanguard

• United Kingdom (Score: 63): Holding firm at 2nd place, the UK's large domestic Muslim population ensures a wide variety of Halal food options and accessible prayer facilities in major cities. Its rich history and culture are a significant draw, though the negative public narratives could influence traveler perceptions.
• Ireland (Score: 54): Emerging as a friendly European destination at 6th place, Ireland offers a growing number of Halal dining options and prayer spaces. Major cities host mosques and Islamic centers, with the Islamic Foundation of Ireland overseeing Halal certification.
• Spain (Score: 52): Ranked 9th, Spain is enhancing its appeal by highlighting its rich Islamic heritage, particularly in Andalusia. It is developing Muslim visitor guides, launching promotional campaigns, and educating local businesses to be more welcoming.

Asia-Pacific's Dynamic Movers

• Hong Kong (Score: 62): The breakout star of 2025. A strategic government pivot in 2024 has propelled Hong Kong to 3rd place with a stunning 10-point increase. With over 60 Muslim-friendly, accredited establishments and 190 Halal-certified restaurants, the Hong Kong Tourism Board's (HKTB) proactive engagement is yielding significant dividends.
• Taiwan (Score: 58): Now at 4th, Taiwan's steady climb is the result of years of strategic effort. Its "Salam Taiwan" initiative, coupled with over 230 Halal-certified restaurants and hotels, as well as prayer rooms at major transport hubs, makes it a desirable option.
• Thailand (Score: 57): A consistent player at 5th, Thailand combines its renowned hospitality and cultural richness with the expansion of Halal services. The Tourism Authority of Thailand (TAT) continues to support this with visitor guides and educational programs for local businesses.
• Philippines (Score: 53): In 8th place, the Philippines is methodically strengthening its capacity to welcome Muslim travelers by improving access to Halal food and integrating faith-friendly features at key tourist sites.

Global Contenders and Rising Stars

This global trend is exemplified by a diverse group of nations making their mark:

• South Africa (52): Rapidly becoming a key player committed to growing its Halal tourism sector through innovation and inclusivity.
• Georgia (52): Its rising status is driven by improved transport links, simplified visa policies, and a concerted effort to cater to Muslim tourists.
• Bosnia and Herzegovina (52): A destination rich in Islamic history, it is investing in its inclusive strategy by improving prayer facilities and introducing Halal dining options.
• The Big Jumpers: Showing incredible momentum, Russia (49) and Canada (49) leaped 16 and 13 spots, respectively, to enter the top 20. They are joined by new entrant Macao (49), which is already being promoted with a dedicated Muslim visitor guide. Other strong performers include Australia (54) and Germany (52).

The Road Ahead: The Future is Inclusive and Intentional

The GMTI 2025 paints a clear picture: the Muslim travel market has matured into a mainstream powerhouse. Success is no longer confined by geography or the local Muslim population but is defined by a destination's commitment to genuine, strategic inclusion.

As competition intensifies, the nations that thrive will be those that move beyond checklists to embed the principles of welcome deep within their tourism philosophy. The map of global travel has been redrawn, and its new frontiers are marked by faith, respect, and a shared human desire for connection.

Download the full Global Muslim Travel Index 2025 report here