Survey Shows Halal Food Drives Travel Choices for 89% of Indonesian Muslims

A groundbreaking study highlights a defining trend in global travel: for 89% of Indonesian Muslims, the availability of halal food is the leading factor in selecting vacation destinations, outranking considerations such as cost, safety, or recreational options. Conducted in June 2025 by Vero and GMO-Z.com Research, the survey of 509 Indonesian Muslims aged 18 and older illustrates how faith-driven dining propels a halal tourism market expected to reach $410.9 billion by 2032. With Indonesia’s 230 million Muslims spearheading this movement, these findings offer essential insights for travelers and significant opportunities for the global hospitality sector.

Key Survey Insights: Halal Food as the Top Priority

The survey, crafted to represent Indonesia’s diverse population, found that 89% of participants prioritize access to halal dining when planning trips. This focus outweighs other travel considerations, with 35% of respondents traveling one to two times per year and 25% embarking on three or more journeys, often with family (60%) or spouses (19%). Digital platforms are integral: 70% use apps designed for halal travel, 89% rely on influencers for destination advice, and 45% book through Muslim-friendly booking sites. Search data from August 2024 to August 2025 shows 3.4 million queries for halal dining options, accounting for 27% of travel-related searches in Indonesia.

Additionally, access to prayer spaces and religious amenities, such as Qibla locators and ablution areas, is a significant concern, with 7.4 million searches for halal-compliant accommodations. Diah Andrini Dewi, executive director at Vero Indonesia, observes, “Destinations that prioritize these facilities demonstrate cultural respect, creating a welcoming environment for Muslim travelers.” Notably, only 11% of respondents view formal halal certifications as essential, suggesting a need for greater trust in certification processes despite recognition of authorities like Indonesia’s Majelis Ulama Indonesia (MUI).

2025 Halal Tourism Trends: Wellness, Culture, and Innovation

The findings align with broader 2025 trends in halal tourism, emphasizing wellness, cultural engagement, and technological advancements. The Mastercard-CrescentRating Global Muslim Travel Index 2025 reports a 25% rise in international Muslim travelers, reaching 176 million in 2024, with projections of 245 million by 2030. Indonesia is poised to secure 10% of the global halal market by 2025, strengthening its infrastructure to lead global rankings by 2026.

Popular destinations include Malaysia, renowned for its robust halal ecosystem, alongside emerging markets like Singapore, Japan, and South Korea, which offer certified dining and prayer facilities. Over 60% of travelers are willing to pay more for wellness-focused experiences, such as halal spas in Bali or heritage tours in Turkey. Affordability, however, remains a key concern for family travelers, highlighting the need for cost-effective solutions.

Opportunities for the Tourism Sector

The survey presents a clear directive for hospitality and tourism industries. Shinichi Hosokawa, global CEO of GMO-Z.com Research, states, “Businesses that emphasize transparent halal certifications and ethical practices will earn the trust of this growing demographic.” Indonesia’s government is supporting this shift through events like the Halal Indonesia International Industry Expo 2025, promoting collaborations to enhance halal-friendly services. Hariyanto, deputy for tourism infrastructure, adds, “Comprehensive experiences—blending cuisine, prayer facilities, and cultural inclusivity—are vital to meeting traveler expectations.”

Actionable Guidance for Indonesian Muslim Travelers in 2025

To ensure a seamless and fulfilling halal-friendly travel experience in 2025, Indonesian Muslim travelers can leverage digital tools like HalalTrip to locate halal restaurants and prayer facilities in real time, while Qibla apps provide spiritual convenience on the go. Destinations like Malaysia, with over 5,000 certified eateries, or Japan, with its growing halal dining scene, are ideal choices, and travelers should verify certifications through platforms like MUI or BPJPH. Booking through platforms with halal-specific filters, such as Traveloka, simplifies finding accommodations with prayer amenities, though travelers should budget 10-20% extra for premium services and seek discounts during off-peak periods like post-Eid. For wellness-focused trips, halal retreats in Lombok or cultural excursions in Saudi Arabia offer enriching experiences. Additionally, choosing eco-friendly operators aligns with the growing preference among Indonesian Muslims for sustainable travel practices.

A Future of Inclusive Exploration

With halal cuisine steering the travel choices of 89% of Indonesian Muslims, 2025 promises a new era of culturally rich, faith-aligned tourism. Destinations that embrace inclusivity will flourish, offering Indonesian travelers the freedom to explore without compromising their values. This trend not only empowers a dynamic community but also sets a global standard for hospitality.