Japan’s Visa-Free Strategy Is Driving a New Wave of Muslim Tourism from ASEAN

In early October, a Malaysian family landed in Osaka for what they expected would be a routine immigration check. Instead, their passports were stamped within minutes, and they were ushered directly into Kansai Airport’s arrivals hall. “This was the fastest entry we ever had into Japan,” the father said. “We felt welcomed even before the holiday began.”

His experience reflects a broader shift underway. Japan’s expanded visa-free access for ASEAN travelers is quietly reshaping regional tourism flows—especially among Muslim visitors.
With more simplified entry rules, halal-focused hospitality services, and a deliberate push to diversify inbound tourism, Japan is emerging as one of the most attractive destinations for Muslim travelers from Southeast Asia.

Related:  Can Muslim Countries Learn Any Lessons from Japanese Tourism Industry?

A Policy Shift Meeting a Surging Demand

Japan’s revised visa-free access—currently covering Indonesia (with e-registration), Malaysia, Singapore, Thailand, Brunei, and others—arrives at a moment when the Muslim travel market is rebounding sharply.

According to CrescentRating and Mastercard’s 2024 Global Muslim Travel Index (GMTI),

• 230 million Muslim travelers are expected annually by 2028,

• ASEAN countries—Malaysia, Indonesia, Brunei—represent one of the fastest-growing outbound segments, and

• Southeast Asia accounts for almost 15% of global Muslim tourism spending.

Japan saw strong momentum even before these changes. In 2023, Muslim arrivals from Malaysia and Indonesia grew by more than 60% year-on-year, according to the Japan National Tourism Organization (JNTO). Visa-free entry removes one of the last remaining friction points.

For ASEAN Muslims—who tend to travel in family groups, prefer short- to medium-haul flights, and often choose destinations with strong cultural comfort—Japan’s policy shift directly addresses their needs.

Japan’s Halal Tourism Infrastructure Is Maturing

Visa-free access alone does not guarantee visitor interest. What differentiates Japan today is a more structured ecosystem for Muslim-friendly travel than a decade ago.

Key developments include:

• Halal dining options expanding beyond major hubs; over 1,000 restaurants nationwide now offer halal-certified or Muslim-friendly menus.

• Prayer facilities in airports, malls, and major attractions becoming standard rather than exceptional.

• Hotels integrating Muslim-friendly services, from qibla directions to halal-certified kitchens in select properties.

• Local governments partnering with JAKIM and MUIS, two of ASEAN’s most influential halal authorities, to streamline halal certification pathways.

• Growing community-level awareness, visible in tourist areas like Asakusa, Namba, and Sapporo.

Japan’s hospitality sector has learned from pre-pandemic mistakes, when Muslim travelers often described halal options as “limited and inconsistent.” Today, both large chains and independent operators understand that Muslim travelers spend more on food, family experiences, and shopping—on average 10–20% more than non-Muslim travelers, according to data from CrescentRating.

Economic Incentives Behind Japan’s Policy

Behind the warm reception lies a strategic calculation.

Japan’s inbound tourism recovery is strong, but uneven. China—once the largest source of inbound visitors—has not returned to pre-2020 traffic levels. ASEAN markets, on the other hand, are surging.

In 2024:

• Indonesia’s arrivals to Japan grew by over 70%,

• Malaysia grew by more than 90%,

• Vietnam, Thailand, and the Philippines all showed double-digit increases.

For tourism-dependent prefectures such as Hokkaido, Osaka, and Fukuoka, ASEAN travelers provide a diversification buffer. They travel year-round, have high repeat-visit patterns, and are less sensitive to geopolitical cycles.

Japan’s long-term economic strategy also leans toward attracting middle-class consumers from fast-growing Muslim-majority markets, where disposable incomes and outbound travel budgets are rising steadily. In Indonesia alone, the middle class is expected to grow to 135 million people by 2030 (World Bank).

Cultural Soft Power and the Appeal of Familiarity

Beyond visas and economics, Japan resonates with Muslim travelers for softer reasons.

• Media influence—anime, dramas, and digital creators increase familiarity and aspiration.

• Safety and cleanliness, repeatedly cited as top preferences in Muslim travel surveys.

• Family-friendly infrastructure, from efficient transport to theme parks and natural attractions.

• Respectful service culture, which Muslim visitors often describe as “thoughtful” and “non-intrusive.”

Japan’s cultural maturity—its ability to accommodate without forcing assimilation—makes it particularly appealing to observant Muslim families who want to travel comfortably without compromising their values.

A JNTO survey found that more than 60% of Muslim visitors expressed strong interest in returning, a rate higher than any other demographic group.

What This Means for Halal Businesses and Investors

The implications extend far beyond tourism boards.

For halal-certified brands:
Japan’s demand for halal food imports is rising sharply. Malaysian, Indonesian, and Thai halal brands have new opportunities to enter retail and hospitality supply chains.

For SMEs and travel-tech companies:
There is room for platforms offering:

• Muslim-friendly itineraries,

• Halal booking services,

• Family-oriented travel bundles, and

• Verified halal restaurant discovery.

For investors:
The Muslim travel market remains one of the fastest-growing segments worldwide, with an estimated value of USD 300 billion by 2028. Japan’s policy shift signals long-term commitment and regulatory openness—attractive conditions for cross-border partnerships.

For Japanese regions seeking revitalization:
Muslim tourism offers a sustainable model for rural destinations facing demographic decline, particularly in Hokkaido, Tohoku, and Kyushu.

Japan’s visa-free strategy is more than a tactical move to boost tourism numbers. It reflects a broader recognition that Muslim travelers from ASEAN represent both an economic opportunity and a cultural bridge.

As Japan continues to invest in halal-friendly infrastructure, strengthen ties with ASEAN halal authorities, and market itself more intentionally to Muslim families, the country is positioned to become one of the world’s most welcoming destinations for halal-conscious travelers.

For now, the strongest indicator comes from travelers like the family in Osaka—who walked through immigration in seconds, and walked out feeling seen.