How Muslim-Friendly Culinary Experiences are Transforming Tourism

At the 4th World Islamic Tourism Conference (WITC), a vibrant panel discussion titled “The Power of Food” captivated attendees as experts from the tourism and culinary industries explored the essential role of food in creating memorable Muslim-friendly culinary experiences. The discussion highlighted the challenges and opportunities surrounding Muslim-friendly cuisine and how it can become a central element in promoting tourism worldwide.

Moderated by renowned food and travel journalist Vincent Vinchit-Vadakan, the panel featured esteemed voices, including Datuk Manoharan Periasamy, Director General of Tourism Malaysia; Gero DiMaria, Managing Director of Kucina Italian Restaurant; and Datin Kalsom Taib, author of Recipes Are For Sharing. Together, they examined how the authentic culinary experiences of a destination can become a focal point for Muslim-friendly tourism and address the growing demand for halal and culturally respectful dining options.

Muslim-Friendly Culinary Experiences

The panel opened with a discussion on the significance of food as a major attraction for tourists. Datuk Manoharan Periasamy emphasized that culinary tourism plays a key role in influencing travelers’ decisions on where to visit, with many travelers seeking authentic, local cuisine as a vital part of their journey. He highlighted how Muslim-friendly culinary experiences can serve as a gateway to deeper cultural understanding while promoting local economies.

“Food is one of the first things that connect a traveler to the soul of a country,” Datuk Manoharan said. “For Muslim travelers, the challenge is not just finding delicious food, but finding food that respects their religious and cultural needs. As we look at how to attract more Muslim tourists to Malaysia, food is a natural focal point, and we are committed to creating an environment where Muslim travelers feel welcome, both culturally and gastronomically.”

Manoharan also stressed the role of Malaysia as a leader in halal tourism, with a well-established reputation for offering a wide range of halal-certified dining options. He noted that by promoting local cuisine that aligns with Muslim-friendly practices, destinations can become more attractive to a broader audience of global Muslim travelers.

Challenge of Authenticity and Halal in Global Cuisine

One of the central issues discussed by the panel was the challenge of maintaining authenticity in traditional cuisine while adhering to halal requirements. Gero DiMaria, Managing Director of Kucina Italian Restaurant, shared his insights as a restaurateur who successfully blends authentic Italian cuisine with halal certification, catering to the needs of Muslim travelers without compromising on the essence of traditional Italian flavors.

“Muslim travelers want the full culinary experience—they want to taste authentic food, not just a halal-certified version of something that feels watered down,” DiMaria explained. “At Kucina, we’ve worked hard to ensure that we respect both the integrity of Italian cuisine and the halal requirements that are so important to our Muslim customers.”

DiMaria emphasized that authenticity and inclusivity can go hand in hand. By ensuring that traditional cuisine meets halal standards, destinations can attract a broader range of tourists while enhancing the culinary experience for Muslim travelers. He called on the global culinary industry to invest in creating more halal-certified options that maintain the authenticity of local flavors, whether it be Italian, Middle Eastern, or Asian cuisine.

Food as a Cultural Bridge: Savouring Together

Datin Kalsom Taib, author of Recipes Are For Sharing, focused on the importance of food as a cultural bridge that brings people together. According to Taib, food is not just about eating—it is about sharing stories, learning about cultures, and creating connections between travelers and locals. She stressed that for Muslim tourists, this cultural exchange is often hindered by the difficulty of finding halal food options in certain destinations.

“For Muslim travelers, the experience of sharing food with locals can sometimes be challenging if there are no Muslim-friendly options available,” Taib said. “But when destinations make an effort to provide halal-certified options that are part of the local culinary tradition, it opens the door for meaningful exchanges between cultures. Food has the power to break down barriers and create a deeper understanding of each other.”

Taib called for more collaboration between local tourism boards, restaurateurs, and communities to ensure that Muslim travelers have the opportunity to fully participate in the local culinary experience. “Muslim-friendly tourism is not just about accommodation—it’s about making sure that travelers feel included in all aspects of the journey, including the dining experience.”

A New Focus for Muslim-Friendly Culinary Experiences

The panel concluded with a discussion on how destinations can make food the focal point of Muslim-friendly tourism, moving away from the perception that Muslim travelers are limited to basic meals or halal substitutes. By focusing on food as a central attraction, destinations can provide rich, authentic experiences that cater to the unique needs of Muslim tourists.

Vincent Vinchit-Vadakan, the panel’s moderator, highlighted the potential for food-centric tours, where travelers are guided through a country’s culinary landscape with an emphasis on halal and Muslim-friendly options. “Food is often the most memorable part of a trip, and for Muslim travelers, that experience is even more meaningful when it’s done in a way that respects their beliefs,” he said.

The panelists agreed that food tourism is a powerful tool for destinations looking to attract Muslim tourists and that, with the right approach, food can become a key selling point in any Muslim-friendly travel offering. By incorporating halal dining into local culinary tours, street food markets, and restaurant experiences, destinations can create lasting impressions and draw Muslim travelers seeking a deeper connection to the culture.

A New Era for Culinary Tourism

As the global Muslim travel market continues to grow, the panelists encouraged tourism stakeholders to see food as more than just a necessity for travelers—it is an opportunity to showcase culture, connect people, and drive economic growth. Muslim-friendly food tourism has the potential to be a transformative force in the tourism industry, offering unique and inclusive experiences that resonate with travelers worldwide.

“Food is not just about nourishment—it’s about connecting with the people and the place,” Datuk Manoharan concluded. “By making halal food a central part of the Muslim travel experience, we can create stronger cultural bonds, promote local economies, and attract Muslim tourists from all over the world.”

The panel discussion underscored the power of food in shaping travel experiences and the critical role that Muslim-friendly culinary offerings play in empowering Muslim tourists to fully enjoy their journeys. As destinations continue to innovate in halal tourism, food will undoubtedly remain at the heart of Muslim-friendly travel.