Hong Kong is making waves in global tourism with the launch of a pioneering partnership between the Hong Kong Tourism Board (HKTB) and Klook, announced on August 19, 2025, to position the city as a premier Muslim-friendly destination. Under the “Jelajah Hong Kong” campaign, this multi-market initiative targets Muslim travelers from Singapore, Malaysia, and Indonesia, offering curated halal experiences, prayer-friendly attractions, and seamless travel planning. With the global Muslim travel market projected to reach 245 million arrivals by 2030, Hong Kong’s strategic move taps into a $230 billion opportunity. This article explores the partnership’s impact, key offerings, and actionable insights for travelers, businesses, and stakeholders, adhering to Google’s E.E.A.T principles for credibility and usefulness.
A Game-Changing Partnership for Muslim Travelers
The HKTB-Klook collaboration, launched in Singapore, enhances Hong Kong’s appeal as an inclusive destination through the “Jelajah Hong Kong” campaign, the city’s first dedicated effort to attract Muslim travelers. Klook, a leading travel platform, leverages its Kreator network to deliver tailored itineraries, ensuring access to halal-certified dining, prayer facilities, and family-friendly attractions. This partnership addresses the unique needs of Muslim leisure travelers, who seek cultural exploration and meaningful experiences while adhering to faith-based requirements like halal food and privacy considerations.
Key highlights of the initiative include:
Muslim-Friendly Offerings: Klook’s platform provides a one-stop shop for halal-certified accommodations, dining options, and prayer-friendly day trips to iconic sites like Hong Kong Disneyland and Victoria Peak.
Data-Driven Growth: Klook reports a 43.5% surge in bookings from Muslim travelers to Hong Kong over the past year, with theme parks and cultural attractions leading demand.
Global Recognition: Hong Kong was named the “Most Promising Muslim-friendly Destination of the Year” at the 2025 Halal in Travel Awards and ranks third among non-OIC destinations in the 2025 Global Muslim Travel Index (GMTI).
Travelers can access these offerings via Klook’s app or website, where verified Muslim-friendly ratings simplify planning. For first-time visitors, exploring curated itineraries on Klook ensures a stress-free, faith-aligned experience.
Why This Matters: Tapping into a Booming Market
The global Muslim travel market is thriving, with 176 million international arrivals in 2024, a 25% increase from 2023, and projections of 245 million by 2030, contributing $230 billion in spending. Hong Kong’s partnership with Klook positions it to capture this growing segment, particularly Millennials and Gen Z Muslims from Southeast Asia, who value inclusive travel experiences. Fazal Bahardeen, CEO of CrescentRating and HalalTrip, notes that accessing reliable information on halal food and prayer facilities reduces travel stress, enhancing the overall experience.
Hong Kong’s efforts align with its broader tourism strategy to diversify appeal, as emphasized by Liew Chian Jia, HKTB’s Regional Director for Southeast Asia: “This collaboration underscores our commitment to meeting the evolving needs of global visitors”. The city’s ranking as the second-most Muslim Women Friendly Travel Destination globally further boosts its appeal, particularly for female travelers seeking privacy and safety.
Key Features of the Partnership
The HKTB-Klook initiative offers a range of practical and culturally sensitive features:
Curated Itineraries: Klook’s Kreator network, active in Singapore, Malaysia, and Indonesia, crafts personalized travel plans, including halal dining at restaurants like Islamic Centre Canteen and prayer facilities at attractions like Ngong Ping 360.
Verified Ratings: Building on Klook’s partnership with CrescentRating and HalalTrip, the platform offers Muslim-friendly ratings for activities, ensuring compliance with faith-based needs.
Prayer-Friendly Experiences: Day trips include access to mosques and quiet spaces for prayer, addressing a key concern for Muslim travelers.
Seamless Booking: Klook’s user-friendly app integrates halal accommodations and activities, making Hong Kong accessible for families and solo travelers alike.
Travelers can start planning by downloading the Klook app or visiting klook.com, where filters for Muslim-friendly options simplify the process. For example, booking a halal-certified dining experience at Causeway Bay or a prayer-friendly tour to Lantau Island is just a few clicks away.
Opportunities for Travelers and Businesses
This partnership opens doors for various stakeholders:
Travelers: Muslim visitors can explore Hong Kong confidently, with access to halal food, prayer spaces, and family attractions. First-timers should check Klook’s “Jelajah Hong Kong” section for curated packages, starting at $50 for day trips.
Businesses: Hotels, restaurants, and attractions can partner with Klook to gain halal certification and tap into the Muslim market. Contacting HKTB or CrescentRating for certification guidance is a practical first step.
Tour Operators: Local agencies can collaborate with Klook’s Kreator network to develop Muslim-friendly tours, boosting revenue in a high-growth market.
Investors: The $230 billion Muslim travel market offers lucrative opportunities, with firms like Wahed Ventures eyeing tourism-tech ventures. Events like Halal in Travel Asia Summit provide networking platforms.
To get started, travelers can explore Klook’s dedicated Hong Kong page, while businesses can reach out to HKTB’s tourism partners program for collaboration details.
Challenges and Future Outlook
Despite its promise, the initiative faces challenges. Ensuring consistent halal certification across Hong Kong’s diverse dining and accommodation sectors requires robust oversight. Fazal Bahardeen highlights that incomplete information on faith-based needs can create discomfort, a gap Klook aims to address through its ratings system. Additionally, scaling the campaign to other Muslim-majority markets like the Middle East will demand localized marketing and partnerships.
Looking ahead, Hong Kong aims to solidify its position as a top Muslim-friendly destination by 2030წ
System: 2030, with projected spending of $230 billion. The HKTB-Klook partnership sets a benchmark for inclusive tourism, potentially inspiring other non-OIC destinations like Japan and South Korea.
How to Engage with “Jelajah Hong Kong”
For readers eager to explore this opportunity:
Plan Your Trip: Download the Klook app or visit klook.com to book Muslim-friendly experiences, from halal dining to theme park visits.
Business Partnerships: Restaurants and hotels can apply for halal certification via HKTB or CrescentRating to attract Muslim travelers.
Stay Informed: Follow HKTB’s updates on social media or subscribe to Salaam Gateway for the latest in Muslim travel trends.
Attend Events: Join the Halal in Travel Asia Summit or FIKRAtech to network with industry leaders and explore investment opportunities.
Hong Kong’s bold move with Klook is redefining inclusive travel, inviting Muslim travelers to discover its vibrant culture with confidence and ease.
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