What is the State of Halal Tourism Industry in Pakistan in 2025?

Halal tourism is rapidly becoming one of the most exciting trends in global travel—and Pakistan is emerging as a hidden gem ready to take center stage. Imagine exploring a destination where your values, culture, and love for adventure come together seamlessly. That’s the promise of halal tourism, and Pakistan is perfectly positioned to deliver. With its majestic mountains, deep-rooted Islamic heritage, and famously warm hospitality, the country offers everything Muslim travelers seek. The global halal tourism industry is projected to soar to an incredible USD 410.9 billion by 2032, and all eyes are on Pakistan as a rising star in 2025. In this blog, we’ll explore the current landscape of halal tourism in Pakistan, highlight its untapped potential, address the key challenges, and outline practical strategies to turn it into a top-tier halal travel destination for the global Muslim community.

The Global Context of Halal Tourism

Halal tourism caters to Muslim travelers seeking experiences that align with Islamic principles, such as halal food, prayer facilities, alcohol-free environments, and gender-segregated amenities. With the global Muslim population expected to reach 2.47 billion by 2034, and Muslim international tourist arrivals projected to hit 230 million by 2028, the demand for halal-friendly travel is soaring. Countries like Malaysia, UAE, and Indonesia lead the market, but Pakistan’s unique offerings position it as an emerging destination for halal-conscious travelers.

Pakistan’s Unique Appeal for Halal Tourism

Pakistan is a treasure trove of natural beauty, historical landmarks, and cultural diversity, making it an ideal destination for halal tourism. From the majestic peaks of the Karakoram Mountains to the ancient ruins of Taxila and the vibrant bazaars of Lahore, the country offers a variety of attractions that appeal to both domestic and international Muslim travelers.

• Islamic Heritage: Pakistan is home to significant Islamic landmarks, such as the Badshahi Mosque in Lahore, the Faisal Mosque in Islamabad, and the Shah Jahan Mosque in Thatta. These sites attract religious tourists seeking to explore Islamic history and architecture.
• Cultural Diversity: With its blend of Punjabi, Sindhi, Pashtun, and Balochi cultures, Pakistan offers authentic experiences that resonate with Muslim travelers looking for culturally sensitive adventures.
• Natural Beauty: The northern regions, including Swat, Gilgit-Baltistan, and Khyber Pakhtunkhwa, boast breathtaking landscapes, ideal for adventure and eco-tourism, which align with Islamic values of environmental stewardship.

In 2023, Pakistan welcomed nearly 100,000 foreign tourists, a significant increase from previous years, signaling growing interest in its tourism offerings. The country’s tourism revenue reached USD 1.3 billion in 2023, with projections estimating a rise to USD 3.3 billion by 2028.

Halal Tourism Infrastructure in Pakistan

While Pakistan has immense potential, its halal tourism infrastructure is still developing. Key elements include:

• Halal Food Availability: Most restaurants in Pakistan serve halal food, adhering to Islamic dietary laws. However, formal halal certification for dining establishments is limited, which can create uncertainty for international travelers.
• Prayer Facilities: Mosques are widespread, and many public spaces, including airports and tourist sites, offer prayer areas. However, dedicated prayer rooms at tourist attractions and hotels are not yet standard.
• Accommodations: Some hotels, particularly in urban centers like Karachi, Lahore, and Islamabad, offer halal-friendly services, such as alcohol-free environments and gender-segregated facilities. However, the number of certified halal hotels remains low compared to leading halal tourism destinations.
• Transportation: Public transportation in Pakistan is increasingly accommodating Muslim travelers, with some services offering prayer breaks and halal food options. However, specialized services like female-only vehicles are rare.

Opportunities for Growth in 2025

The halal tourism industry in Pakistan is at a pivotal moment, with several opportunities to capitalize on global trends:

1. Digital Transformation: Online booking platforms tailored to halal-conscious travelers, such as HalalBooking and HalalTrip, are gaining popularity globally. Pakistan can leverage these platforms to promote its destinations, offering detailed information on halal-friendly services and user reviews to build trust.
2. Sustainable and Eco-Tourism: Muslim travelers increasingly seek eco-friendly destinations that align with Islamic values of environmental care. Pakistan’s northern regions, with initiatives like the “Travel Responsibly for Experiencing Eco-tourism in Khyber Pakhtunkhwa” (TREK), are well-positioned to attract this demographic.
3. Cultural and Religious Festivals: Promoting events like Basant or international Islamic cultural festivals could enhance Pakistan’s appeal. Showcasing its rich heritage through curated tours can attract Muslim families and solo travelers.
4. Private Sector Investment: The involvement of international hotel operators and local businesses in developing halal-friendly infrastructure, such as resorts and spas, could boost the sector. Public-private partnerships, as seen in the UAE, offer a model for success.

Challenges Facing Halal Tourism in Pakistan

Despite its potential, Pakistan faces several challenges in developing its halal tourism industry:

• Lack of Standardization: The absence of a universal halal certification system creates inconsistencies in service quality. International travelers may hesitate to visit without clear assurances of halal compliance.
• Underdeveloped Infrastructure: Many tourist sites lack basic amenities, such as clean restrooms, prayer facilities, and halal dining options. Overcommercialization in areas like Murree and Swat has also harmed natural ecosystems.
• Security Perceptions: While security has improved significantly, with a 300% increase in tourist arrivals since 2017, negative perceptions persist internationally.
• Limited Marketing: Pakistan’s tourism marketing efforts are minimal compared to competitors. The country needs innovative strategies, such as leveraging social media influencers and participating in global tourism fairs like the World Travel Mart.

Recommendations for 2025

To position itself as a leading halal tourism destination, Pakistan can take the following steps:

1. Develop Halal Certification Standards: Collaborate with international halal certification bodies to establish clear guidelines for hotels, restaurants, and tour operators. This will build trust among Muslim travelers.
2. Enhance Infrastructure: Invest in halal-friendly facilities, such as prayer rooms, gender-segregated pools, and certified halal dining at major tourist sites. The government can incentivize private sector involvement through tax breaks or subsidies.
3. Promote Eco-Tourism: Expand initiatives like TREK to other regions, focusing on sustainable practices and community involvement to preserve Pakistan’s natural beauty.
4. Leverage Digital Platforms: Partner with global halal tourism platforms to promote Pakistan’s offerings. Social media campaigns targeting young, tech-savvy Muslim travelers can boost visibility.
5. Improve Safety and Marketing: Continue to enhance security measures and launch global marketing campaigns to counter negative perceptions. Highlighting Pakistan as “Authentic Asia” could create a strong brand identity.

In 2025, Pakistan’s halal tourism industry is at an inflection point. The pieces are coming together: a rich spiritual heritage, untapped natural beauty, growing digital infrastructure, and a young population eager to welcome the world.

But meaningful growth depends on coordination across public policy, private sector innovation, and media rebranding. If Pakistan invests in credibility, consistency, and cultural sensitivity, it could emerge not just as a destination—but as a leader in global halal travel.

For the modern Muslim traveler searching for both serenity and soul, Pakistan might just be the answer.