Unlocking the Muslim Travel Market: Key Insights from WITC 2024

At the 4th World Islamic Tourism Conference (WITC), there was a super interesting panel discussion titled “Who is the Muslim Traveller?” It focused on a group of travelers that often gets overlooked in the tourism world. The aim was to challenge stereotypes about Muslim travelers and highlight the untapped potential for tourism by understanding the needs of second and third-generation Muslims, especially those living outside OIC (Organization of Islamic Cooperation) countries.

The panel was led by Noor Ahmad Hamid, the CEO of the Pacific Asia Travel Association (PATA), and featured some key players in the industry: Ala Uddin, Executive Creative Director of Mud Orange; Dr. Cindy Seow, Deputy President of the Malaysia Chinese Inbound Association (MICA); and Fazal Bahardeen, CEO of Crescentrating. Together, they dove into how the tourism industry can do a better job of connecting with the diverse and growing Muslim travel market.

Breaking the Stereotype of the Muslim Traveler

One of the big topics was about breaking the misconception that most Muslim travelers are from the Middle East. Ala Uddin pointed out that this stereotype just doesn’t reflect the full picture. “The global Muslim community is so much more than just Middle Eastern travelers. Muslims from Southeast Asia, Europe, and North America, especially second and third-generation Muslims, are really shaping the future of this industry,” Uddin shared.

Dr. Cindy Seow agreed, emphasizing that tourism professionals need to stop focusing only on Middle Eastern travelers. “Tourism destinations often cater their services to Middle Eastern tourists, without considering that Muslim travelers from non-OIC countries have different preferences and expectations,” she said. “We have to move away from a one-size-fits-all approach and recognize the diversity within the Muslim community.”

What Are Muslim Travelers Looking For?

Fazal Bahardeen, the CEO of Crescentrating, shed some light on what Muslim travelers, particularly from non-OIC countries, really value when they travel. “It’s not just about offering halal food or prayer spaces. These travelers are looking for places that respect their values, offer family-friendly activities, and make them feel welcome,” Bahardeen explained.

He also highlighted the role technology plays in shaping how younger Muslim travelers plan their trips. “Many second and third-generation Muslims are digital natives. They rely on social media, mobile apps, and online platforms to plan, get recommendations, and share their experiences. Tourism providers need to embrace these tools and connect with them through personalized experiences,” he added.

How Can Destinations Connect with Second and Third-Generation Muslim Travelers?

The conversation also touched on how destinations can better engage second and third-generation Muslim travelers. These travelers often have a foot in both worlds—being integrated into Western culture while staying true to their Islamic values. Ala Uddin stressed the need for culturally aware marketing. “Tourism brands must understand these travelers’ unique identities. They may not fit the traditional image of a Muslim tourist, but they still look for experiences that align with their faith and values,” he said.

Dr. Cindy Seow added that destinations need to go deeper than just offering surface-level accommodations. “It’s about crafting authentic, culturally immersive experiences that resonate with them as both global citizens and practicing Muslims,” she said.

A Growing Market with Big Opportunities

As the Muslim travel market continues to grow, especially among younger generations in non-OIC countries, there’s a huge opportunity for destinations to attract these travelers. The panelists agreed that tourism providers who take the time to really understand the unique needs of second and third-generation Muslim travelers can tap into a booming market.

The discussion wrapped up with a call for tourism destinations and brands to rethink their strategies. The goal? To create inclusive, respectful, and engaging experiences for Muslim travelers around the world. As the global Muslim population grows, it’s clear that the travel industry needs to adapt to meet the expectations of this dynamic and diverse group.