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Malaysia remains a top contender in the global Muslim travel landscape, sharing the leading position with Indonesia in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024. Meanwhile, Singapore retains its position as the top non-OIC destination, emphasising its commitment to providing Muslim-friendly amenities, including halal food options.
The GMTI report paints an exciting picture of the future, predicting a significant uptick in the Muslim travel market this year. Global international arrivals are expected to potentially exceed pre-pandemic levels by up to five per cent, reaching a projected 168 million by the end of 2024. This growth reflects the segment’s increasing importance, driven by demographic and economic expansions and advancements in cultural and halal tourism development. Technological innovations, including apps tailored to Muslim needs, further enhance destination appeal, while the integration of artificial intelligence streamlines travel logistics while respecting faith traditions.
Maintaining its status as a leading OIC destination for Muslim travellers, Malaysia excels in key GMTI evaluation criteria, including Access, Communications, Environment, and Services (ACES). With a consistent track record of excellence since 2015, Malaysia’s dedication to providing top-notch services for Muslim and non-Muslim travellers alike is evident. With an impressive overall score of 76 out of 100 in GMTI 2024, an increase from 73 last year, Malaysia reaffirms its position as a premier destination for Muslim travellers worldwide. – RnR
The Mastercard-Crescentrating Global Muslim Travel Index (GMTI) 2024 provides vital insights into the resilient and rapidly growing Muslim travel market. The full report can be accessed at https://www.crescentrating.com/reports/global-muslim-travel-index-2024.html
Key takeaways of GMTI 2024
- Resurgence and Growth in the Muslim Travel Market
In 2023, the Muslim travel market rebounded to 90 per cent of pre-pandemic levels with 145 million arrivals. By 2024, arrivals are projected to surpass pre-pandemic levels by three to five per cent, reaching 164-168 million. By 2028, arrivals could hit 230 million, with an expenditure of US$ 225 billion, driven by rising incomes, population growth, and improved travel access.
- More Destinations Becoming Muslim Women-Friendly
GMTI 2024 expands its Muslim Women-Friendly rankings to include the top 20 destinations in both OIC and non-OIC categories, reflecting the growing importance of catering to Muslim women travellers. Leading destinations include Malaysia, Indonesia, Qatar, Brunei, and Maldives in the OIC category, and others in the non-OIC category such as Singapore.
- Youthful Dynamics in Muslim Travel
The Muslim population is projected to grow from 2.12 billion in 2024 to 2.47 billion by 2034. Significant growth in the 21-40 age groups will drive travel preferences and behaviours due to their economic activity and travel propensity.
- Enhanced Muslim-Friendly Facilities and Services
GMTI 2024 reveals a significant uptick in average scores across destinations, marking a nearly 10 per cent improvement overall. This rise highlights the global trend of destinations enhancing facilities and services to accommodate Muslim travellers better. Almost all top 20 destinations have boosted their GMTI scores, with non-OIC destinations showing particularly robust progress, with a more than six per cent increase in their average scores.
- Global Leaders and Rising Stars in Muslim-Friendly Tourism
OIC destinations like Malaysia, Indonesia, Saudi Arabia, Turkey, and UAE lead the GMTI ranking with comprehensive services for faith-based travellers. Meanwhile, emerging destinations like the Philippines, Hong Kong, South Africa, and Spain are gaining popularity among Muslim travellers for their efforts in providing Muslim-friendly amenities and programmes.
Opportunities in the Muslim Travel Market
- Population & Demographics: The global Muslim population, predominantly young with over 70 per cent under 40, is tech-savvy, socially active, and interested in international travel. Their increasing numbers and disposable incomes are driving demand for travel that meets their faith-based needs.
- GDP Growth: Economic growth in Muslim-majority destinations, such as Indonesia, Malaysia, and Gulf nations, has elevated the middle class, resulting in higher disposable incomes and a greater inclination towards travel. This rise in GDP per capita directly corresponds to increased travel activity as residents seek out new experiences.
- Halal Awareness & Digital Connectivity: Rising halal awareness influences lifestyle choices, including travel, while enhanced digital connectivity empowers access to Muslim-friendly services worldwide.
- Responsible Tourism: The Muslim travel market is increasingly guided by values emphasising sustainability and ethics, mirroring the global trend towards responsible tourism. Travellers now favour destinations supporting environmental conservation, social responsibility, and positive contributions to the local economy.
- Strategic Destination Diversification: Destinations are strategically diversifying their appeal to the Muslim market to broaden their visitor base. By incorporating services like halal food options, prayer facilities, and culturally sensitive environments, destinations can attract a more diverse audience and reduce dependence on traditional markets.
- Enhancing Understanding and Communication: There are efforts to improve cross-cultural communication and understanding aimed to better serve diverse markets, including Muslim travellers. Destinations implement training programmes for hospitality staff, informational campaigns about faith traditions, and provide multilingual support in tourist hotspots to create a more inclusive travel experience.
- Developing Muslim-Friendly Tourism Ecosystems: Some destinations create comprehensive halal ecosystems, expanding services to attract Muslim families and groups.
- Leveraging Technology for Personalised Experiences: Using advanced technologies to create personalised travel experiences for Muslim travellers and employing digital innovations to effectively market destinations by highlighting their readiness to accommodate faith-based needs.
