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The Rise of Halal Tourism

Muslims now make up one of the fastest-growing segments of the global travel industry. In response, hotels and tour operators are increasingly trying to meet their dietary and religious needs.

By Debra Kamin

For one of the fastest-growing sectors of the global travel industry, there is no pork on the hotel dinner menus. There are flights with no alcohol on the drink carts, resorts with separate swimming pools for men and women, and daily itineraries with built-in break times for the five daily calls to prayer.

Since 2016, the number of Muslim travelers has grown nearly 30 percent, and a recent joint study by Mastercard and Crescent Rating , a research group that tracks halal-friendly travel, projects that over the next decade that sector’s contribution to the global economy will jump to $300 billion from $180 billion. With a population that is disproportionately young, educated and upwardly mobile, they are one of the fastest-growing demographics on the global tourism scene.

But this wasn’t always the case.

In 2015 , Soumaya Hamdi went roadtripping through Asia with her husband and her then 4-month-old baby. The trio visited Singapore and Malaysia, and then caught a flight to South Korea and on to Japan. The trip was thrilling, but Ms. Hamdi and her husband, who are both observant Muslims, found the daily search for halal-certified food a difficult one.

Ms. Hamdi, who is based in London, began blogging about the best Muslim-friendly restaurants she found, as well as prayer facilities and sites that were particularly welcoming for a family with a young baby. Those musings turned into Halal Travel Guide , an online platform offering tips, recommendations and curated itineraries for Muslim travelers.

Her timing was right.

“In Europe the Muslim community is now in its third or fourth generation. They are educated and have good paying jobs,” said Ufuk Secgin, chief marketing officer for Halal Booking , a Muslim-focused vacation search engine. “For the first generation, their idea of a holiday was visiting the family in the home country. This has changed.”

At ITB Asia this October, a leading travel show held in Singapore, organizers partnered with two halal travel authorities, Crescent Rating and Halal Trip , to offer specialized panel discussions and showcases targeting the estimated 156 million Muslims who will book travel between now and 2020.

At the heart of much of the discussion was matters of the belly. For Muslim travelers, “the number one factor is good quality halal food,” Ms. Hamdi said in an email exchange. “I’m not talking about curry or biryani — I’m talking about authentic local food that is halal. After that, it’s usually prayer facilities.”

Tourists’ global demand for halal food has grown so much, in fact, that Have Halal Will Travel , a Singapore-based online community for Muslim travelers, has also partnered with ITB Asia with a three-hour conference and special booth space focusing on foodie-centric outreach to the Muslim tourism sector.

Like Halal Travel Guide , Have Halal Will Travel was founded in 2015. Today, their content reaches 9.1 million users each month, according to their founder, Mikhael Goh. Mr. Goh dreamed up the site with three friends while studying abroad in Seoul; he found himself frustrated on a daily basis with a lack of information about where to find quality halal food.

“We were thinking, why is it in 2015, when there is Yelp and TripAdvisor and so many popular apps and services to tell you where to eat and where to travel, why on earth is there so little information for Muslims?” Mr. Goh said in a phone interview. “Not just about food — yes, halal food is the basis of a lot of things, but also about safety and prayer. There was a general lack of information out there and the information that did exist was so fragmented.”

Only a handful of years later, that gap in the market is now teeming with niche sites, many of them written specifically for young Muslim women. At Passport and Plates , the Los Angeles-based blogger Sally Elbassir chronicles her global foodie adventures where pork and alcohol are always off the menu; at Arabian Wanderess , Esra Alhamal writes about traveling as a female, Muslim millennial on a budget; and at the popular Muslim Travel Girl , run by the Bulgaria-born, Britain-based Elena Nikolova, readers can learn about Muslim-friendly honeymoon resorts with private pools and get tips for a D.I.Y. Umrah (Islamic pilgrimage to Mecca).

Many of the bloggers interviewed for this article echoed the same sentiment: Their goal is not just to make it easier for Muslim travelers to find food, prayer spaces and alcohol-free activities that appeal to them. It’s also to support those travelers to branch out of their comfort zones and feel empowered exploring the world.

“We specialize in pushing people to non-Muslim majority countries,” said Mr. Goh. “The most popular destinations we work on are Japan and Korea. Our audience is young — 25 to 30 years old — and very influenced by K-pop and Instagram, so we write a lot about how welcoming those places are.”

Ms. Hamdi of Halal Travel Guide agreed. “We encourage Muslims to seek culturally immersive travel experiences outside of the traditional Muslim-friendly destinations such as Dubai and Morocco,” she said. “Muslims are looking for added value to their trips — from private beaches where women can bathe without men to disturb them, and more than this, trips that offer the Muslim traveler the chance to experience something completely different.”

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The Rise of Halal Tourism: What You Need to Know

Experience a groundbreaking shift in the travel industry with the unstoppable rise of Halal Tourism. In recent years, halal tourism has emerged as a significant trend in the global tourism industry. It refers to a form of travel that caters to Muslim travelers’ specific needs and requirements, such as access to Halal food, prayer facilities, and gender-segregated accommodations.

The demand for Halal tourism has been steadily growing in recent years, driven by the rise of the Muslim middle class and increasing global awareness of Halal tourism products and services. According to the 2018 State of the Global Islamic Economy Report, the Muslim travel market is projected to be worth over $220 billion by 2020, indicating the vast potential for Halal tourism.

For Muslim travelers, Halal tourism allows them to explore the world without compromising their faith and values. It allows them to experience different cultures, traditions, and cuisines while adhering to Islamic principles. Halal tourism also offers Muslim travelers comfort and familiarity when traveling to destinations that may not have a significant Muslim population or are unfamiliar with Islamic practices.

As the global Muslim population continues to grow, and more Muslim travelers are seeking Halal-friendly destinations, the tourism industry needs to understand the significance of Halal tourism and its potential impact on the industry. The tourism industry must adapt to cater to Muslim travelers’ unique needs and preferences to tap into the growing market and unlock new opportunities.

Halal tourism is a type of tourism that caters to the specific needs and requirements of Muslim travelers. It involves offering facilities and services that align with Islamic beliefs and practices, such as access to Halal food, prayer facilities, and gender-segregated accommodations.

One of the defining characteristics of Halal tourism is the emphasis on providing a comfortable and familiar environment for Muslim travelers. This may include offering Halal food options, ensuring access to prayer facilities, and providing information about local customs and practices. Halal tourism destinations also prioritize cultural sensitivity and respect towards Islamic values and traditions.

Halal tourism has been gaining popularity in recent years, with more and more destinations recognizing the importance of catering to the Muslim travel market. According to the Global Muslim Travel Index 2019, Malaysia, Indonesia, and Turkey were the top three Halal-friendly destinations. The most popular types of Halal tourism are family-friendly travel and Halal-friendly beach holidays.

Furthermore, the report revealed that Muslim travelers spent an estimated $194 billion on tourism in 2018, indicating the potential for significant economic benefits for Halal tourism destinations. The report also projected that the Muslim travel market would continue to grow, with a projected 156 million Muslim travelers by 2023.

Several key factors have contributed to the rise of Halal tourism in recent years.

Firstly, the global Muslim population is increasing, with an estimated 1.8 billion Muslims worldwide. As a result, the Muslim travel market is expanding, with more and more Muslim travelers seeking destinations that cater to their needs and preferences.

Secondly, there has been a significant rise in the middle class in many Muslim countries, leading to increased disposable income and greater travel demand. These travelers often seek more upscale and Halal-friendly travel options, including access to Halal food, prayer facilities, and gender-segregated accommodations.

Thirdly, there has been a notable increase in awareness and availability of Halal tourism products and services. Travel companies and destinations recognize the importance of catering to the Muslim travel market and offer more Halal-friendly options. For example, hotels and restaurants offer Halal food and prayer facilities, and airlines provide Halal meals on flights.

In addition, social media and online platforms have significantly increased awareness of Halal tourism. Muslim travelers can easily research and compare Halal-friendly destinations and travel options, allowing them to make informed decisions about their travel plans.

Cultural Sensitivity and Respect

Halal tourism is a type of tourism that caters to the specific needs and requirements of Muslim travelers. The following are some of the critical features of Halal tourism:

• Halal food and beverages: Halal food and beverages are crucial to Halal tourism. Muslim travelers require access to food that adheres to Islamic dietary guidelines, such as the absence of pork and alcohol. Halal tourism destinations must offer food options and information about the ingredients and preparation methods.
• Prayer facilities and services: Access to prayer facilities and services is another essential feature of Halal tourism. Muslim travelers require access to clean and private prayer spaces, including mosques or prayer rooms within hotels and other accommodations. Halal tourism destinations must ensure these facilities are available and provide information about prayer times and directions.
• Gender-segregated accommodations and facilities: Many Muslim travelers prefer gender-segregated accommodations and facilities, such as separate swimming pools, spas, and gyms. Halal tourism destinations must provide options for gender-segregated facilities and ensure they are accessible to all travelers.
• Cultural sensitivity and respect: Halal tourism destinations must demonstrate cultural sensitivity and respect towards Islamic values and traditions. This may include providing information about local customs and practices, avoiding activities that may be offensive or inappropriate, and offering a welcoming and inclusive environment for Muslim travelers.

Halal tourism can bring a range of benefits to destinations, local communities, and travelers themselves. The following are some of the critical benefits of Halal tourism:

• Economic benefits for destinations: Halal tourism can provide significant economic benefits to destinations by attracting a growing market of Muslim travelers. Muslim travelers spend more money on travel than other travelers, focusing on luxury and Halal-friendly accommodations, Halal food and beverages, and access to prayer facilities and services. By catering to the needs and preferences of Muslim travelers, Halal tourism destinations can unlock new sources of revenue and create jobs and opportunities for local businesses.
• Social benefits for local communities: Halal tourism can also bring social benefits to local communities by promoting cultural exchange and understanding. Muslim travelers often seek authentic cultural experiences and may be interested in learning about local customs, traditions, and practices. This can increase engagement with local communities and cultural exchange and promote intercultural understanding and tolerance.
• Increased intercultural understanding and tolerance: Halal tourism can also contribute to increased intercultural understanding and tolerance by promoting cross-cultural interactions and exchange. By creating a welcoming and inclusive environment for Muslim travelers, Halal tourism destinations can foster greater understanding and respect for Islamic values and traditions, promoting a more inclusive and tolerant society.

While Halal tourism presents significant opportunities, it also faces several challenges related to infrastructure and services. The following are some of the critical challenges and opportunities facing Halal tourism:

• Challenges related to infrastructure and services: One of the primary challenges facing Halal tourism is the lack of Halal-friendly infrastructure and services in many destinations. This includes Halal food and beverages, access to prayer facilities and services, and gender-segregated accommodations and facilities. Additionally, cultural and language barriers may make it difficult for Muslim travelers to navigate unfamiliar destinations.
• Opportunities for innovation and growth: Despite these challenges, Halal tourism presents significant opportunities for innovation and growth. The growing demand for Halal tourism has led to the emergence of new Halal-friendly products and services, including Halal-certified accommodations, travel agencies, and tour operators. This has created opportunities for entrepreneurs and businesses to enter the Halal tourism market and develop new products and services to cater to the needs of Muslim travelers.
• The role of technology in Halal tourism: Technology also plays a critical role in Halal tourism, providing solutions to many of the challenges facing Muslim travelers. Mobile applications, for example, can help Muslim travelers find Halal food options, prayer facilities, and Halal-friendly accommodations. Social media can also significantly promote Halal tourism and connect Muslim travelers with like-minded individuals and communities.

To successfully cater to Halal travelers, destinations must understand Muslim travelers’ specific needs and preferences and develop tailored products and services. The following are some best practices for Halal-friendly destinations:

• Halal food and beverages: Halal food and beverages are a fundamental requirement for Muslim travelers. Destinations should ensure ample options for Halal food and beverages, including Halal-certified restaurants and food markets. It’s essential to have a clear understanding of what constitutes Halal food and beverages, as specific guidelines must be followed.
• Prayer facilities and services: Muslim travelers need access to prayer facilities and services, including prayer rooms and mosques. These facilities should be clean and accessible, and there should be a clear understanding of prayer times and the direction of Mecca.
• Gender-segregated accommodations and facilities: Many Muslim travelers prefer such accommodations and facilities as swimming pools and gyms. Destinations should ensure ample options for gender-segregated facilities and that they are marked.
• Cultural sensitivity and respect: Destinations should be sensitive to Muslim travelers’ cultural and religious norms, including dress codes and social customs. This includes training staff on cultural sensitivity and providing educational materials to visitors.

To implement these best practices effectively, destinations must collaborate and partner with local businesses and organizations. This includes working with Halal-certified suppliers and tour operators and engaging with local Muslim communities to ensure that their needs and preferences are met.

Halal tourism is a rapidly growing market that has gained significant attention recently. This article discusses the rise of Halal tourism, its key features, benefits, challenges, and opportunities. We have also explored how destinations can cater to Halal travelers by implementing best practices such as providing Halal food and beverages, prayer facilities and services, gender-segregated accommodations and facilities, and cultural sensitivity and respect. Collaboration and partnerships with local businesses and organizations, as well as Halal tourism certification, can help destinations to effectively cater to Muslim travelers and tap into this growing market.

Looking to the future, Halal tourism presents significant potential for growth and economic development for destinations that embrace this market. As the Muslim population continues to grow and the middle class in Muslim countries rises, the demand for Halal tourism will likely increase. Therefore, it is crucial for stakeholders in the tourism industry, including destinations, hotels, restaurants, and tour operators, to embrace Halal tourism and adapt their products and services to meet the needs and preferences of Muslim travelers.

In conclusion, Halal tourism is a dynamic and growing market with significant potential for destinations and businesses willing to embrace it. By implementing best practices, collaborating with local businesses and organizations, and obtaining Halal tourism certification, destinations can effectively cater to the needs of Muslim travelers and tap into this lucrative market.

We call on all stakeholders in the tourism industry to recognize the importance of Halal tourism and take action to embrace this growing market. Join the global movement and embrace the Rise of Halal Tourism for an unforgettable journey that respects your faith and offers remarkable exploration.

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Unlocking Halal Tourism: Attracting 2 Billion Halal Conscious Guests

by Halal Foundation | Oct 2, 2023 | Articles | 0 comments

Halal tourism is one of the fastest-growing segments in the global travel industry, with an estimated market value of more than $300 billion by 2030 .

But what exactly is Halal tourism?

Halal tourism refers to the provision of travel services and facilities that cater to the needs and preferences of Muslim travelers, such as Halal food, prayer facilities, alcohol-free environments, and modest clothing options.

So, how can you attract Halal-conscious guests?

There’s no doubt that the Halal tourism sector is significantly growing, but you’re mistaken if you assume that the market isn’t already competitive.

Worry not though! In this article, we will unlock the secrets of Halal tourism, discussing some of the main aspects you need to consider based on key insights and trends to successfully attract your share of the lucrative Halal tourism market.

• 1 Know Your Target Market
• 2 Get Your Marketing Mix Right
• 3 Get And Promote Your Halal Certifications
• 4 Leverage Partnerships
• 5 Go The Extra Mile
• 6 Conclusion
• 7.1 Connect with a halal certification expert.
• 8 Featured Insights
• 9.1 Connect with a halal certification expert.

Know Your Target Market

First things first, you need to understand that Halal tourism is not just a niche market, and that Halal-conscious travelers are not a homogeneous group. In fact, they all have different backgrounds, cultures, preferences, and levels of religiosity.

Some may be more strict in observing Islamic practices, while others may be more flexible or liberal. Some may prefer destinations that offer a rich Islamic heritage and culture, while others may seek adventure, nature, or entertainment. Therefore, it is important to do your research and segment your market according to their needs and expectations.

For instance, Muslims from Southeast Asia may have different preferences compared to those from the Middle East or Western countries. Some may be looking for family-friendly destinations, while others might be interested in romantic getaways or solo travel experiences.

Hence, you need to keep these preferences in mind to create tailored packages and services that effectively meet the diverse needs of Halal conscious travelers in different regions.

Get Your Marketing Mix Right

When marketing to Halal-conscious tourists, it is important to be respectful of Islamic values and culture. Halal tourism providers should avoid using images or language that could be considered offensive to Muslims.

In addition to that, it is also important to provide the right Halal amenities and attractions. Access to Halal food and beverages is a must, which means avoiding pork, alcohol, and other forbidden ingredients, as well as ensuring that the utensils and equipment are not contaminated with them.

Moreover, Halal-conscious travelers also appreciate having access to prayer facilities, such as prayer rooms, mats, compasses, and timetables. Some travelers may also prefer accommodation and entertainment options that are alcohol-free, gender-segregated, or family-friendly.

Carefully curating your Halal travel offerings based on these considerations will allow you to create highly attractive experiences that not only meet, but exceed the expectations of your target market.

Get And Promote Your Halal Certifications

Once you have ensured that your services and facilities are appropriately Halal-friendly, you also need to create an element of trust to effectively attract potential customers.

You can do this by obtaining relevant Halal certification from a reputable authority and displaying Halal logos on your website and premises. You can also leverage social media platforms and influencers to spread the word about your Halal offerings to promote your Halal certified offerings to attract more leads.

One of the key areas where you need to get Halal certification is food and beverage. This is often the first thing that Halal-conscious guests look for when choosing a destination or accommodation. The certification not only covers the food, but also the preparation methods, storage, and even the utensils used.

Applying for Halal certification has now become easier than ever through different Halal certification organisations such as the American Halal Foundation (AHF). Getting Halal certifications from trustworthy and prominent providers will assure travelers that the brand sufficiently adheres to Islamic laws and practices.

Whether you are a travel agency, hotel, restaurant, or an airline, getting sufficient Halal certification is vital to create trust and attract more Muslim travelers.

Leverage Partnerships

One of the key challenges of Halal tourism is to ensure that your products and services meet the expectations and standards of the target market. To overcome this, you should leverage partnerships to gain a competitive edge by partnering with other businesses and organizations who share your vision and values.

As also highlighted earlier, partnerships can help you build trust and confidence among your customers by showing that you are endorsed by reputable and respected partners. An example of this can be acquiring Halal certification from a recognized authority or joining a Halal tourism association.

Moreover, partnerships can also help you improve your operations and service delivery by providing you with access to resources, expertise, or technology that you may not have on your own. You could work with a Halal food supplier, a Halal-friendly booking platform, or a Halal training provider to help you optimize your processes and standards.

Go The Extra Mile

Halal tourism is not only about meeting the minimum requirements of Halal-conscious travelers, but also about exceeding their expectations and creating memorable experiences for them.

You can do this by offering unique and authentic experiences that showcase your destination’s culture, history, nature, or cuisine. You can also provide additional services or amenities that add value to their stay, such as free Wi-Fi, airport transfers or city tours.

Moreover, you can also surprise and delight them with personalized touches, such as welcome gifts, handwritten notes, or special treats. For instance, a welcome basket with local Halal snacks, a prayer timetable, and a small guidebook on Halal-friendly places in the area can make a world of difference.

Going the extra mile in Halal tourism means thinking beyond the basics and striving for excellence in service, amenities, and experiences. By doing so, you will not only meet the needs of Halal-conscious travelers but also turn them into loyal advocates of your brand.

With 2 billion Halal conscious guests up for grabs, the Halal tourism sector offers immense potential for economic growth.

By taking into account the aspects highlighted in this article, you can unlock the potential of Halal tourism and attract more Halal-conscious guests for your business.

To put it in a nutshell, Halal tourism is not just about catering to a set of religious norms, but is actually about creating unforgettable experiences for a rapidly growing segment of the global population.

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What is Halal Tourism? | A Comprehensive Guide

In the dynamic landscape of global tourism, the emergence of Halal Tourism as a distinct market segment has captured significant attention. Despite its growing relevance, a comprehensive understanding of Halal Tourism still needs to be improved. What is it that distinguishes Halal Tourism from Islamic Tourism? What role does this Halal tourism play in the broader context of the travel industry? These are just some critical questions that travel stakeholders, academics, students, and media professionals frequently encounter.

This article is designed to serve as an authoritative resource for understanding the multifaceted dimensions of Halal Tourism. We aim to dissect its core principles, delve into its market significance, and unpack its socio-cultural impact. The aim is to equip the reader with a nuanced understanding of Halal Tourism, its relevance in the global travel market, and its potential for future growth and transformation. 

Whether you are an industry professional keen on leveraging this market, an academic researching travel trends, a tourism student, or a media professional looking for in-depth insights, this comprehensive guide will provide valuable information. Let's embark on this journey to unravel the intricacies of a sector that is a transformative force shaping the future of global tourism.

1. Understanding the Concept

Understanding the concept of Halal Tourism is essential for anyone engaged in the travel industry. Let's dive into what Halal Tourism entails, its relation to Islamic Tourism, its role in the global travel market, its key components, and how it distinguishes itself from other forms of tourism.

1.1 What is Halal Tourism?

Derived from the Arabic word "Halal," meaning "permissible" or "lawful," Halal tourism is a specialized segment of the tourism industry that focuses on meeting Muslim travelers' unique needs and preferences. This includes a range of Muslim-friendly services and amenities that cater to their faith-based requirements. Other commonly used terms for this type of travel include: 

• Muslim travel/Muslim-friendly travel
• Muslim tourism/Muslim-friendly tourism
• Halal travel/Halal-friendly travel
• Halal tourism/Halal-friendly tourism
• Islamic travel
• Shariah Tourism
• Ziyarah Tourism

These other terms and definitions refer to the Halal travel market or its sub-segments. These terms have a varying focus based on who is using the terminology and in which context.

When CrescentRating was founded in 2008, it used the term "Halal-friendly travel." Later, in 2015, CrescentRating released the world's first glossary of travel-related terms specifically for the Muslim/Halal travel market sector. The glossary includes definitions for some words associated with an overview of Islam, its fundamental values and practices, and terms used in the cultural context of Muslim lifestyle related to travel.

1.2 Key Components of Halal Tourism - Faith-based Needs of Muslim Travelers

Nine essential components that make Halal Tourism are categorized as need-to-have, good-to-have, and nice-to-have.

Need to Have: Essential services without which Muslim travelers may choose not to visit the destination or not use the service.

1. Halal Food : Availability of halal food at the key touchpoints of a Muslim traveler's journey.

2. Prayer Facilities : Access to spaces for performing the obligatory Islamic prayers at these touchpoints.

3. Water-friendly Washrooms: Availability of toilets and washrooms equipped to use water for cleaning and facilitate ablutions before prayers.

4. No Islamophobia: A safe and welcoming environment where travelers do not experience discrimination based on their faith.

Good to Have: Additional features that enhance the travel experience but are not deal-breakers.

5. Ramadan Services: Facilities and services that cater to the specific needs of travelers during the holy month of Ramadan.

6. Social Causes: Opportunities to engage in social good, aligning with Islamic charity and community service principles.

7. Local Muslim Experiences: Experiences that allow Muslim travelers to engage with local Muslim communities, enhancing their trip's cultural and spiritual aspects.

Nice to Have: Additional amenities or services that may appeal to Muslim travelers but are not essential.

8. No Non-Halal Activities: Absence of activities considered Haram (forbidden) in Islam, such as gambling or serving alcohol.

9. Recreational Facilities and Services with Privacy: Leisure facilities that respect the privacy requirements of Muslim travelers.

The above "Muslim Traveler Faith-Based Service Needs" was first published in 2009 by CrescentRating. In 2009, CrescentRating identified six fundamental faith-based needs that significantly influenced the consumption behavior of Muslim travelers. With the rapid developments in the Halal tourism ecosystem and the changing profile of Muslim travelers influenced by global events, CrescentRating conducted a new study to update the model. The model with three additional "needs" was published in 2019. Termed as "Muslim Traveler Faith-Based Service Needs 2.0," it combines the original six needs with the newly identified ones, offering a comprehensive guide for travel stakeholders. This new model reflects Muslim consumer behavior's complex and evolving nature, shaped by traditional faith-based needs and contemporary global influences.

The faith-based needs of Muslim travelers are not static; they evolve as the global landscape changes. Understanding this evolution is beneficial and essential for anyone engaged in Halal Tourism. It provides a roadmap for service development, a framework for academic research, and a nuanced context for media narratives. Therefore, addressing these faith-based needs comprehensively is a critical component for the success and sustainability of Halal Tourism.

1.3 Who are Muslim travelers or Halal-conscious travelers?

Muslim travelers are those who practice Islam and engage in travel for any reason. Muslim tourism specifically refers to Muslims traveling for leisure purposes. Halal-conscious travelers, on the other hand, are Muslim travelers who prioritize adhering to their religious beliefs while traveling.

The level of adherence to religious practices may vary among Muslim travelers. Therefore, these terms describe those seeking to fulfill some form of religious obligation while traveling. For most Muslims, this means, at the very least, seeking out Halal food options while on the go.

1.4 Halal Tourism vs. Islamic Tourism: What's the Difference?

Islamic Tourism and Halal Tourism are closely related, but it is important to note that they are not entirely synonymous. While Halal Tourism focuses on providing a Halal-friendly environment, Islamic Tourism has a more religious or spiritual focus. Halal Tourism is about broad inclusivity, ensuring that all aspects of a Muslim traveler's needs are met, whereas Islamic Tourism is more specialized, catering to specific religious or educational aspects of Islamic culture.

A proper understanding of the distinctions between these terms is essential for those involved in the tourism industry, mainly catering to Muslim travelers' needs and preferences.

1.5 What is the Meaning of Islamic Tourism?

Islamic Tourism specifically focuses on travel experiences with religious or spiritual objectives to Islamic historical sites. Islamic tourism is a subset of Halal tourism. As such, the components of Islamic Tourism include:

• Islamic Heritage Tours: Visits to Islamic historical/religious landmarks.
• Islamic Educational Travel: Trips focusing on Islamic studies or cultural enrichment.

1.6 Hajj and Umrah Travel

One of the most significant aspects of Muslim travel is the annual pilgrimage to Makkah, Hajj, and the lesser pilgrimage, Umrah. These are not merely travel experiences but religious obligations for Muslims who can physically and financially undertake them. 

Hajj is one of the Five Pillars of Islam and is mandatory for every Muslim to perform at least once in their lifetime, provided they are physically and financially capable. Umrah, while not obligatory, is highly recommended and can be performed at any time of the year.

The economic significance of Hajj and Umrah travel is immense. Every year, millions of pilgrims from around the globe converge on Makkah and its surrounding areas. This pilgrimage season generates billions of dollars in revenue, making it a pivotal segment of the Muslim travel market.

1.7 What is the Role of Halal Tourism?

Halal tourism extends beyond providing travel options that cater to the needs of Muslim travelers. It also serves as a platform for cultural exchange, fosters mutual understanding between diverse communities, and presents opportunities for market expansion within the travel industry. This concept has gained significant traction globally, even in regions where Muslims are in the minority, highlighting its universal relevance.

2. Halal Travel Development Goals 

In 2019, CrescentRating presented the Halal Travel Development (HTD) Goals framework, an inclusive and thorough guide for the industry to establish and enhance services catering to the Halal travel market segment. It identified five HTD Goals.

2.1 Integration, Diversity, and Faith

The first goal aims to enable Muslims to be active global community citizens while remaining spiritual. This goal underscores the importance of creating travel experiences that allow Muslim travelers to integrate with diverse cultures without compromising their faith.

2.2 Heritage, Culture, and Connection

The second goal focuses on connecting Muslim travelers to each other, the local community, and to heritage and history. This goal emphasizes the importance of cultural exchange and historical appreciation.

2.3 Education, Insights, and Capabilities

The third goal aims to enhance understanding among communities and increase academic and industry knowledge to improve the capabilities of stakeholders.

2.4 Industry, Innovation, and Trade

This goal aims to create new opportunities to increase commerce and drive growth across multiple sectors, emphasizing the need for constant innovation in Halal Tourism.

2.5 Well-being and Sustainable Tourism

The final goal recognizes the responsibility and social impact of Halal Tourism on travelers, the wider community, and the environment.

The CrescentRating Halal Travel Development Goals serve as an overarching blueprint for the travel industry. These goals are not merely aspirational but practical frameworks that organizations can adopt to recognize their strategic roles in Halal tourism. As the industry continues to evolve, these goals will be pivotal in shaping a Halal travel ecosystem that is inclusive, culturally enriching, and economically beneficial.

3. The Key Phases of Halal Tourism

The Halal Tourism industry has undergone significant transformations over the last decade, moving from an initial phase of market recognition to a more advanced stage that leverages technology and social activism. This section outlines the key phases of Halal Tourism, focusing on its evolution and prospects.

3.1 Emergence of the Halal Travel/Tourism Market

In 2007/2008, there were deliberations concerning developing a market tailored to cater to Muslim travelers. These discussions led to the establishment of CrescentRating in 2008, thus underscoring the growing significance of Muslim travel as a distinct sub-category within the travel and tourism industry.

3.2 Halal Travel 1.0: The Travel Industry Embracing Halal Travel

In 2014 and 2015, the next phase of the Halal Tourism segment emerged in the travel industry, whereby travel destinations and businesses began to tailor their offerings to cater to the specific requirements of the Muslim travel market. This trend was further bolstered by the launch of the Mastercard-CrescentRating Global Muslim Travel Index in 2015.

Key Features

• Market Recognition: Identification of Muslim travelers as a distinct consumer segment.
•  Service Customization: Tailoring services and facilities to meet the faith-based needs of Muslim travelers.

3.3 Transition to Halal Travel 2.0

The transition to Halal Travel 2.0 is characterized by the integration of advanced technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR). This phase was initially identified in the GMTI 2019 report and aimed at enhancing the travel experience through technological innovation.

Key Drivers

• Technology: The use of AI, AR, and VR to improve customer experiences.
•  Social Activism: An increased focus on meaningful and responsible travel.
•  Demographics: Catering to a diverse demographic of Muslim travelers.
•  Environment: Incorporating sustainable practices in travel services.

3.4 Halal Travel 2.0 After the Disruption

The COVID-19 pandemic substantially impacted the initial Halal Travel 2.0 phase. While the key growth drivers identified in 2019 remain relevant, the accelerated deployment of technology during the pandemic has further revolutionized the sector.

• Accelerated Tech Deployment: Technology is now integral to every stage of the travel experience, from planning to post-trip engagement.
•  Meaningful Travel: There is a growing trend towards making trips more meaningful and responsible through sustainable measures.

The Halal Tourism industry has evolved significantly, transitioning from Halal Travel 1.0 to a more technologically advanced and socially responsible Halal Travel 2.0. As we emerge from the disruptions caused by the COVID-19 pandemic, the sector is poised for innovative growth driven by technology, social activism, and an increasing focus on sustainability. 

4. Halal Tourism Market Insights

In a rapidly evolving travel industry landscape, market insights serve as the compass that guides decision-making for stakeholders, provides research avenues for academics, and offers story angles for media professionals. This section delves into the economic significance of Halal Tourism, backed by statistics, trends, and examples of popular destinations . It elucidates why Halal Tourism is not merely a trend but an industry disruptor with vast untapped potential.

4.1 What is the size of the Halal Tourism market

In 2022, the number of Muslim international arrivals reached 110 million, regaining 68% of the pre-pandemic levels seen in 2019. For 2023, projections indicate that Muslim international arrivals will reach 140 million. This would represent a recovery to 87% of the 2019 levels, reinforcing the ongoing recovery process. 

By 2024, CrescentRating projects completely recover, with the total number of Muslim arrivals expected to match the 2019 figures of 160 million. This robust rebound reflects the keenness and capacity of Muslim travelers to resume international travel as and when conditions allow.

4.2 Market Outlook for Halal Tourism

The long-term outlook for the Halal Tourism industry is decidedly positive. By 2028, Muslim international arrivals are projected to soar to an unprecedented 230 million. This doesn't merely signify a recovery but a significant expansion from the 2019 levels.

The significance of this growth on the economy should not be underestimated. By 2028, the expenditure by Muslim travelers is projected to reach USD 225 billion. This highlights the economic vitality of this market segment and its potential to significantly contribute to the global travel industry's recovery and growth.

Whether in the short or long term, the Halal Tourism sector is poised for both recovery and expansion, underlining its resilience and economic significance. 

4.3 Key Muslim Outbound Markets

Thirty countries make up 95% of the outbound Muslim market. Those countries are listed as such:

OIC Countries:

Algeria, Azerbaijan, Bangladesh, Egypt, Indonesia, Iran, Jordan, Kazakhstan, Kuwait, Malaysia, Morocco, Nigeria, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkey, UAE, Uzbekistan

Non-OIC Countries

China, France, Germany, India, Italy, Netherlands, Russia, Singapore, UK

5. Investment and Business Opportunities

As the Halal Tourism sector grows in market value and cultural relevance, it presents many investment and business opportunities. Understanding these opportunities is crucial for industry stakeholders, academics, and media professionals, from capital allocation to research topics and storytelling angles. 

5.1 Investing in Halal Tourism

The expanding market size and untapped potential make Halal Tourism an attractive investment avenue. Here are some key areas for investment:

Key Opportunities

• Halal-Friendly Resorts and Hotels : With a growing demand for Halal-friendly accommodations, investing in such properties can offer substantial returns.
• Halal Culinary Experiences: From Halal food trucks to fine dining, the scope is vast and largely untapped.
• Travel Tech Platforms: Investing in apps or platforms that specialize in Halal travel planning can fill a significant market gap.
• Cultural and Educational Tours: Given the educational aspect of Halal and Islamic Tourism, curated cultural tours present a lucrative opportunity.

5.2 Future Prospects

• Global Expansion: As Halal Tourism gains mainstream acceptance, the potential for global expansion is immense.
• Technology Integration: Integrating advanced technologies like AI and blockchain offers avenues for innovation and enhanced customer experience.

The investment and business opportunities in Halal Tourism are as diverse as they are promising. It offers industry stakeholders a chance to diversify portfolios and tap into a growing market. For academics, the business dynamics of Halal Tourism provide a rich field for research spanning economics, business ethics, and cultural studies. For media professionals, the evolving business landscape of this sector offers compelling narratives around entrepreneurship, innovation, and cultural commerce. Understanding these opportunities is not just a pathway to economic gain; it's a multi-dimensional insight into a sector shaping global tourism's future in profound ways.

6. The Role of GMTI in Developing Halal Tourism

The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) is an invaluable benchmark in the Halal Tourism sector. Developed to provide comprehensive and up-to-date insights, data, and guidelines, the GMTI has been instrumental in shaping the Halal Tourism industry. As such, understanding the role and impact of GMTI is crucial for various reasons—be it strategic planning, academic research, or balanced reporting. 

6.1 What is the Global Muslim Travel Index (GMTI)?

The Global Muslim Travel Index is a comprehensive assessment tool that measures and ranks travel destinations based on their level of accessibility and convenience for Muslim tourists, utilizing the ACES framework introduced by CrescentRating in 2017. This evaluation method provides valuable insights into the travel industry, enabling stakeholders to identify areas of improvement and enhance the overall travel experience for Muslim travelers. 

ACES stands for Access, Communications, Environment, and Services. This model evaluates the level of inclusivity and support for Muslim travelers that destinations provide in various aspects of their travel experience: 

• Ease of access to the destination
• Communication, internal and external, by the destination
• The environment at the destination
• Services provided by the destination

Quantitative measurements are employed across various criteria and sub-criteria to assess the four main aspects. These scores are determined using the ACES 3.0 Framework, which combines over 50 data sets. To keep up with the industry's growth, the criteria and sub-criteria for the Muslim travel market have been updated since 2017, considering changes in travel and lifestyle trends.

6.2 Influencing Policy and Infrastructure

Key Contributions

• Policy Guidelines: The GMTI offers comprehensive guidelines that help destinations develop policies conducive to Halal Tourism.
• Infrastructure Development: By highlighting gaps in services and facilities, GMTI indirectly influences infrastructure development like Halal-certified restaurants, hotels, and prayer facilities.

6.3 Shaping Consumer Preferences

The index is a trusted resource for Muslim travelers, impacting consumer choices and preferences.

• Awareness: The GMTI raises awareness among consumers about the array of Halal-friendly options available globally.
• Credibility: A high GMTI ranking adds credibility to a destination, influencing consumer decisions and boosting tourism.

6.4 Driving Investment and Business Strategy

For industry stakeholders, the GMTI serves as a crucial tool for investment decisions and business strategy formulation.

• Market Insights: The index offers invaluable market insights, helping investors and business leaders make informed decisions.
• Competitive Analysis: Businesses can gauge their performance against industry standards, thanks to the data provided by GMTI.

6.5 Academic and Media Relevance

The GMTI is not just a business tool but also a rich resource for academic research and media reporting.

• Research Framework: For academics, the GMTI provides a reliable framework for research in Halal Tourism.
• Narrative Building: For media professionals, the index offers data-backed insights that can help build compelling stories and reports.

The Global Muslim Travel Index plays an indispensable role in the development of Halal Tourism. It informs policy, shapes consumer behavior, influences business strategies, and provides a rich foundation for academic research and media narratives. In essence, the GMTI serves as the compass that guides the Halal Tourism sector, offering multi-dimensional insights that benefit all stakeholders involved.

Understanding the role of GMTI in Halal Tourism is more than just a strategic advantage; it's a comprehensive insight into a framework that has been instrumental in shaping this burgeoning sector of the global travel industry.

7. The Role of CrescentRating in Facilitating the Development of Halal Tourism Globally

CrescentRating has emerged as a leading authority in the Halal Tourism sector, offering various services and resources that have significantly influenced the industry's development. Whether it's industry stakeholders looking to diversify their offerings, academics interested in researching the sector, or media professionals seeking insights, understanding the role of CrescentRating in the global Halal Tourism landscape is invaluable. 

CrescentRating is a consultancy and rating company focused on the Halal Tourism market. It provides a range of services, from market research and certification to training and strategic consultancy, aimed at facilitating the growth of Halal Tourism worldwide.

Other Noteworthy Initiatives by CrescentRating are listed below:

Halaltrip :  Halaltrip is an online travel platform specifically designed to cater to the unique needs of Muslim travelers. It offers Halal-friendly travel packages , accommodations, and destination guides , making planning easier for Muslim audiences.

Halal in Travel Global Summit (HIT-GS):  The Halal in Travel Global Summit is an annual event that brings together industry experts, academics, and stakeholders to discuss trends, challenges, and opportunities in Halal Tourism. It serves as the premier networking and knowledge-sharing platform.

Halal In Travel Awards :  The HIT Awards recognize and celebrate outstanding contributions to the Halal Tourism industry. These awards motivate and acknowledge businesses and individuals who have significantly impacted the Muslim community.

HalalTrip 40 :  HT 40 is a list that highlights the top 40 influencers in the Halal Travel industry. It aims to recognize the thought leaders and change-makers shaping this growing market's future.

HalalTrip Gastronomy Awards:  The HT Gastronomy Awards focus on celebrating the best in Halal culinary experiences. These awards aim to promote Halal-friendly gastronomic offerings and elevate the standard of Halal cuisine in the travel industry.

HalalTrip Muslim Travel Intent Tracker (MTIT) :  The MTIT, or Muslim Travel Intent Tracker, is a data-driven initiative that monitors and analyzes Muslim consumers' travel intentions and behaviors. It provides valuable insights into emerging trends, preferences, and spending habits, serving as a crucial tool for industry stakeholders to make informed decisions.

With this updated description, the MTIT further demonstrates CrescentRating's commitment to leveraging data and analytics for the betterment of the Halal Tourism industry.

CrescentRating plays a pivotal role in the global development of Halal Tourism. The company has substantially contributed to elevating the industry's standards and expanding its global footprint through its market research, certification , training, and consultancy services. Furthermore, its active collaborations with academic and media platforms enrich the ecosystem with credible information and research opportunities.

Understanding the role of CrescentRating is not just advantageous for immediate business or academic interests; it provides a holistic view of an organization that has become synonymous with the growth and legitimization of Halal Tourism globally.

The Halal Tourism industry is an evolving landscape that intersects with various sectors—economic, academic, and media—to name a few. Its burgeoning growth, marked by a projected market value of $225 billion by 2028, underscores its significance in the global tourism market. From understanding its core concepts and market dynamics to exploring its fundamental principles and post-COVID trajectory, the industry presents many opportunities and challenges. Tools like the Global Muslim Travel Index (GMTI) and organizations like CrescentRating are instrumental in shaping this dynamic sector, offering invaluable insights and setting industry standards.

For industry stakeholders, understanding Halal Tourism is not merely an option but a necessity, given its rapidly expanding consumer base. Academics will find a rich field for interdisciplinary research, from cultural studies to economics and beyond. Media professionals have a wealth of narratives to explore, ranging from business innovation to socio-cultural shifts.

As we navigate the complexities and potentials of Halal Tourism, one thing is clear: it is more than just a niche market. It is a transformative force redefining global tourism's boundaries and possibilities. Whether you are an investor, a researcher, or a storyteller, Halal Tourism offers a world of opportunities waiting to be explored.

Frequently Asked Questions (FAQ)

What is halal tourism.

Halal Tourism refers to travel services and experiences that are designed to meet the unique cultural and religious needs of Muslim travelers.

What is the difference between Islamic Tourism and Halal Tourism?

While both cater to Muslim travelers, Islamic Tourism focuses on travel experiences that have religious or spiritual objectives, such as pilgrimage to Mecca. Halal Tourism, on the other hand, is about providing a Halal-friendly environment for travelers.

What role does Halal Tourism play in the global travel market?

Halal Tourism is a significant market segment with a projected value of $220 billion by 2026. It presents diverse opportunities for market diversification and is a growing field for academic research and media coverage.

What are the key principles of Halal Tourism?

The key principles revolve around Halal-certified food and beverages, prayer facilities, gender segregation options, alcohol and substance restrictions, and ethical financial transactions.

How has Halal Tourism adapted to the COVID-19 pandemic?

The industry has shown resilience by incorporating technology, offering flexible bookings, and focusing on health and safety measures. Virtual tourism and localized travel have also gained prominence.

What is GMTI and how does it contribute to Halal Tourism?

The Global Muslim Travel Index (GMTI) is an annual report that ranks countries based on their Muslim-friendly travel services. It influences policy, infrastructure, and consumer choices.

What role does CrescentRating play in Halal Tourism?

CrescentRating is a leading authority in the Halal Tourism sector, offering services like market research, certification , training, and strategic consultancy. It plays a pivotal role in shaping the industry's standards and expanding its global reach.

Are there investment opportunities in Halal Tourism?

Yes, from Halal-friendly resorts and culinary experiences to travel tech platforms and cultural tours, the industry offers a wide range of investment and business opportunities.

What are the prospects of Halal Tourism?

The sector is poised for global expansion, with trends like sustainability and technology integration offering avenues for innovation and enhanced customer experience.

By exploring these facets of Halal Tourism, stakeholders, academics, and media professionals can gain a nuanced understanding of this transformative sector, positioning themselves for success in a rapidly evolving landscape.

For a broader insight on the Halal Travel Market, please check out the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2023 on this link here !

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The Impact of Memorable Halal Travel Experience

• SUMARYADI SUMARYADI Indonesian Education University, Indonesia
• Ratih HURRIYATI Indonesian Education University, Indonesia
• Lili Adi WIBOWO Indonesian Education University, Indonesia
• Vanessa GAFFAR Indonesian Education University, Indonesia

The objective of this research was verifying the hypothesis that a memorable halal travel experience had an effect on future travel intention in halal tourism. This quantitative research was conducted by asking Muslim foreign tourists who were visiting Indonesia about their perceptions of halal tourism directly using a questionnaire. The results showed the structural equation modelling analysis verified that memorable halal travel experience contributed to increasing future travel intention. The practical implications of this research showed that it was important to create a unique and memorable travel experience in strengthening the attractiveness and competitiveness of halal destinations.

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Halal Tourism

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Battour, Mohamed M., Mohd Nazari Ismail, and Moustafa Battor. 2010. Toward a halal tourism market. Tourism Analysis 15 (4): 461–470.

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Lenggogeni, S., Almuhrzi, H. (2023). Halal Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_709-1

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A bibliometric analysis of Halal and Islamic tourism

International Hospitality Review

ISSN : 2516-8142

Article publication date: 11 October 2021

Issue publication date: 7 November 2023

Halal and Islamic tourism is gaining attention in the tourism literature in recent years. This study uses bibliometric analytical techniques to explore all the publications indexed in the Scopus database in the broad subject of Halal and Islamic tourism from 2004 to 2021.

Design/methodology/approach

The authors found 238 publications that fit the function, subject and set criteria. The papers were analysed in terms of publication by knowledge area, number of studies published every year, contribution by countries, number of authors and most influential journals. VOS viewer was used to perform a visual analysis on co-occurrence of keywords and document citations.

According to the findings, the Scopus database includes 151 (34.40%) documents on business, management and accounting, and 89 (20.27%) documents on social science. It was reported that 29 documents were published in 2018, followed by 54 documents in 2019 and 56 documents in 2021. Malaysia has contributed 86 documents on Islamic tourism, whereas Indonesia has contributed 64 documents. The paper also discusses other interesting findings.

Research limitations/implications

The bibliometric analysis carried out was confined to Scopus data. Other national and international databases were not taken into account for this research.

Originality/value

Between 2004 and 2021, this study examined relevant studies on Halal and Islamic tourism. The study presents a concise review of the literature accessible to researchers working in this area and provides recommendations for future research.

• Bibliometric analysis
• Halal tourism
• Islamic tourism
• Citation analysis
• Spiritual tourism

Suban, S.A. , Madhan, K. and Shagirbasha, S. (2023), "A bibliometric analysis of Halal and Islamic tourism", International Hospitality Review , Vol. 37 No. 2, pp. 219-242. https://doi.org/10.1108/IHR-05-2021-0038

Emerald Publishing Limited

Copyright © 2021, Syed Ahamed Suban, Kumar Madhan and Shameem Shagirbasha

Published in International Hospitality Review . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

The tourism industry has been rapidly expanding over the past few decades, and it proved to be one of the most popular and promising industries globally ( Ho et al. , 2009 ; Shi et al. , 2017 ; Zhao, 2018 ). According to Statista (2021) , the travel and tourism industry is expected to generate US$ 383,782m in revenue. By 2025, revenue is projected to grow at a rate of 24.05% annually and resultant to the market value of US$ 908,844m and online sales will reach 72% of the overall revenue of the tourism and travel sector. Globally, tourism is growing progressively and contributing immensely to the employment generation for stakeholders ( Sharma et al. , 2021 ). The tourist sector is widely recognized as one of the most important drivers of economic growth, with Halal and Islamic tourism emerging as a new tourism business idea throughout the world ( Prayag, 2020 ). Traveling is accomplished in Islam to appreciate Allah's grandeur and glorify Allah ( Boğan, 2020 ). The practice of Muslims traveling throughout the Islamic world has a strong tradition ( Henderson, 2009 ). Muslims' travel is discussed to as Halal, Islamic, Sharia or Muslim friendly tourism ( Henderson, 2016 ). Muslim tourists participating in halal and Islamic tourism activities make up one of the most significant specialized areas in global tourism, providing possibilities to Muslim and non-Muslim countries ( Cohen and Neal, 2012 ; Henderson, 2016 ; Lari et al. , 2019 ). By 2021, it is expected to attract 156 million tourists, accounting for 10% of the worldwide tourism market ( Mastercard-Crescent Rating, 2021 ).

Growth in demand for a variety of tourism products that conform to Halal and Islamic needs and requirements are becoming quite ubiquitous, which creates a necessity to explore more about Halal and Islamic tourism ( Adinugraha et al. , 2021 ). Despite this rising interest, academicians and practitioners continue to be perplexed by the usage of Halal/Islamic tourism terminology ( Wingett and Turnbull, 2017 ). Even though the words Islamic and Halal tourism are frequently used interchangeably in the literature, a standard definition has yet to be established ( Usman et al. , 2019 ), Islamic tourism, Halal tourism, destinations on halal friendly tourism and Muslim friendly travel, Halal travel, Muslim friendly travel destinations, as well as other terms still used. The distinctions between these words are described in this study, regardless of whether the broad strokes of these words are difficult to define.

As per Carboni et al. (2014) , tourism in Islam is a type of tourism that adheres to Islamic principles and involves Muslims who desire to preserve their religious practices while traveling. It's worth noting that no understanding about what constitutes Islamic tourism exists ( Preko et al. , 2020 ). Islamic tourism is profoundly rooted in Islamic Sharia, which mandates any Muslim to visit Makkah (in Saudi Arabia), where Hajj is performed, provided she or he can afford it financially and physically ( Battour and Ismail, 2016 ). In other words, Islamic tourism is the travel done by Muslims who want to remain true to their faith ( Addina et al. , 2020 ). Halal tourism is described as Muslims traveling for pleasure or business to tourist sites in non-Islamic and Islamic nations are not specifically prohibited by Islamic Sharia ( Boğan and Sarıışık, 2019 ). As per Global Halal Tourism Organisation (2021) , Halal travel is the fastest-growing market of the travel, and tourism business is having a global economic effect. The recent literature has given greater attention to Halal tourism because of the significant commercial influence of Islamic travellers ( Harahsheh et al. , 2019 ). Halal tourism equips to Muslim vacationers while adhering to the ideals of Islam and is predicted to expand by 73% from 1.6 billion in 2010 to 2.76 billion in 2050 ( Global Halal Tourism Organisation, 2021 ), making it the century's fastest-growing religious community. Halal tourism encompasses a wide range of sectors, from transportation to entertainment and restaurants to lodging ( Rahayu, 2021 ). It focuses on providing products and services for catering to Muslim travellers' needs, such as enabling desire and satisfying dietary restrictions, in order to assist them to adhere Islamic principles ( Adinugraha et al. , 2021 ; Prayag, 2020 ; Vargas-Sánchez and Moral-Moral, 2019a , b , 2022 ). Tourism of halal should cover various perceptible and non-perceptible components of Sharia law. Developing halal as a tourism product and preserving it is in keeping with the essence of Islam might be considerably dissimilar from merely providing a halal diet ( Rasul, 2019 ). It encompasses a wide variety of services in the hotel and tourism sector, including employee dress code and morals, non-involvement of casino, nightclubs and gambling ( Yagmur et al. , 2019 ). Traditionally, Halal tourism was aligned with the Hajj and Umrah pilgrimages. Prayer rooms, Halal cuisine, entertainment and dress codes as per Islamic code, general Islamic morals are all available to Muslim visitors ( Battour et al. , 2011 ). Travelers from Jordan, Bahrain Kuwait, UAE, Indonesia, Malaysia Oman, Qatar, Saudi Arabia and other countries like the UK, Europe are also making up the halal tourism market ( Mastercard-Crescent Rating, 2021 ). Halal tourism has established itself as a global brand ( Al-Hammadi et al. , 2019 ). Muslim-friendly tourism refers to travel that adheres to Islamic principles ( Abror et al. , 2020 ). It has four characteristics: Islamic services, Islamic morals in general, Halalness and the prohibition of gambling and alcohol. Sharia tourism is a method of incorporating Islamic traditions into all facets of tourism operations. The importance of Islamic law as an ideology held by Muslims serves as a foundation for tourism growth ( Rusby and Arif, 2020 ).

In order to comply with Islamic law's requirements, it is the responsibility of every Muslim to travel Hajj and Umrah ( Zamani-Farahani and Henderson, 2010 ). Islam recognizes people's right to travel and encourages them to go to pilgrimage such as Hajj and Umrah and travel for medical, education, business, trade, entertainment and pleasure ( Adinugraha et al. , 2021 ). Halal and Islamic tourism is the type of tourism, which mostly attracts Muslims who prefer to remain immersed in their own culture ( Zamani-Farahani and Henderson, 2010 ). Prior research has confirmed that cultural and social activities in a tourism destination are perceived as important issues to be considered by tourism management organizations to create a Halal friendly environment and image ( Han et al. , 2019 ).

With a sizable Muslim population, traveling across the nations, the pressure to create Halal and Islamic tourism marketing practices is growing, and there is a lot of discussion about how it should modify their methods in order to manage productive relationships between tourists and service providers. Despite the rising interest in Halal and Islamic practices in the tourist sector and the resulting growth in the number of publications on the subject ( Faiza and Michelle, 2017 ), only limited studies offer a complete view of this field's structure and development.

Few studies have been conducted in the arena of Islamic and Halal tourism in current years, and those focused on specific research questions (such as the aims, drivers/barriers and outcomes) rather than providing an overall and comprehensive picture of halal tourism.

A recent research on Halal tourism revealed the views of Malaysian and Indonesian Government officials and senior executives on Australia as a viable vacation destination ( Ismail et al. , 2019 ). The continual rise in the number of researchers interested in the subject, and the number of scientific papers and publishers in the field demands the interpretation and summary of the informational convergence that has arisen in this environment. This circumstance highlights the importance of tourism-related bibliometric study.

Although research reported in the area of Halal is growing with an upward trend ( Alzeer et al. , 2018 ), to the best of the authors' knowledge, no study has used bibliometric and network analytic approaches to assess and evaluate the topic area of Halal and Islamic tourism ( Haleem et al. , 2020 ). Furthermore, scholars have not done a sufficient review, assessment or guiding study on this topic ( Yagmur et al. , 2019 ). Against this backdrop, with a quantitative bibliometric study, this work seeks to address this gap to summarize, examine and classify the body of knowledge on Halal and Islamic tourism. This study examines Halal and Islamic tourism methodical and transparent research to educate current and upcoming researchers on the current state of affairs of a topic field and, as a result, to reduce research bias by extensively mining/auditing literature databases. Bibliometric analyses quantify scientific communication by constructing a framework for a field of study, core topics, and existing relationships ( Sánchez-Riofrío et al. , 2015 ). In the instance of a thorough examination of advancement in research, the bibliometric analysis will aid in a thorough assessment of the many elements of the systematic landscape surrounding Halal and Islamic tourism.

It also analyses the number of publications by years, most popular authors with their citations, top listed journals in this area, author's affiliating organization with their contributions, the countries where the articles were written, the studies with maximum citations and network analysis of keyword co-occurrence, document citation, co-citations of source and author's citations.

2. Literature review

2.1 halal and islamic tourism.

Halal or Islamic tourism have been common study topics in recent years, with studies being undertaken in the United States, Malaysia, Indonesia, Turkey, Iran, Saudi Arabia and Japan among other countries and contexts. We have studies conducted in Indonesia on halal tourism ( Abror et al. , 2019 ; Adinugraha et al. , 2021 ; Aji et al. , 2020 ; Rahmawati et al. , 2021 ; Ratnasari et al. , 2020 ). The literature has highlighted studies in different countries such as Malaysia ( Hanafiah and Hamdan, 2020 ; Rahman et al. , 2020 ; Said et al. , 2020 ), Turkey ( Battour et al. , 2018 ; Boğan and Sarıışık, 2019 ), China ( Jia and Chaozhi, 2020 ), New Zealand ( Prayag, 2020 ), Jordan ( Harahsheh et al. , 2019 ), Italy ( Carboni et al. , 2014 ) and the research on Muslim tourism from Malaysia ( Battour et al. , 2011 ).

Indonesia's significant number of public demands for Halal tourist visits compelled the creation of normative and positive regulations that govern the industry ( Adinugraha et al. , 2021 ). Lombok has adopted the Halal tourist idea, which encompasses services, Halal food service, spiritual requirements, communication and other Halal branding-related issues ( Rahmawati et al. , 2021 ). Halal tourism is built on three pillars in West Nusa Tenggara Province: legal, philosophical and social ( Jaelani et al. , 2020 ).

The scholars from Ghana ( Preko et al. , 2020 ) have established a correlation between Muslim tourists' perceived beliefs, happiness, commitment and the moderating influence of religion. This study was conducted among 396 Ghanaian Muslim tourists who visited Larabanga Mosque. Recent studies have highlighted halal food availability in the assortment of destination, satisfaction and experience of travel, and Muslim tourist retention ( Mannaa, 2020 ). On similar lines, various studies have been conducted among Muslims belonging to different countries, for example, Jordan ( Harahsheh et al. , 2019 ), Indonesia ( Rusby and Arif, 2020 ), etc. Relevant studies by several researchers from various countries have made significant contributions to the chosen keywords, which are taken into account in this current study ( Abror et al. , 2020 ; Addina et al. , 2020 ; Al-Ansi et al. , 2020 ; Al-Ansi and Han, 2019 ; Al-Hamarneh and Steiner, 2004 ; Al-Hammadi et al. , 2019 ; Battour et al. , 2010 , 2011 ; 2012 , 2017 ; 2018 ; Brdesee et al. , 2013 ; Douglas and Shaikh, 2004 ; Eid and El-Gohary, 2015 ; Harahsheh et al. , 2019 ; Khan and Khan, 2016 ; Mannaa, 2020 ; Neveu, 2010 ; Pradana et al. , 2020 ; Prayag, 2020 ; Preko et al. , 2020 ; Rahman et al. , 2020 ; Rahman, 2014 ; Said et al. , 2020 ; Taheri, 2016 ; Tiamiyu et al. , 2020 ; Wardi et al. , 2018 ; Wisker et al. , 2020 ).

2.2 Bibliometric analysis in the tourism industry

López-Bonilla and López-Bonilla (2021) conducted the bibliometric analysis considering papers from 2002 to 2013 indexed in the Scopus database and presented various academic viewpoints, disciplines and domains of knowledge. A review of 258 studies from journals indexed in the database of WOS related to tourism and hospitality published between 2013 and 2019 identified the tourism domains identified on smart tourism ( Bastidas-Manzano et al. , 2021 ). There are few studies in the literature on bibliometric analysis of the slow tourism sector, using criteria such as the number of articles published each year ( Mavric et al. , 2021 ). A count of 407 documents was retrieved from the Scopus and analysed using descriptive, conceptual, intellectual and social structure analysis approaches ( Sharma et al. , 2021 ). Recent work also provides gaps and research possibilities in the fields of sustainability and tourist marketing ( Cavalcante et al. , 2021 ). The article includes numerous lists of the most cited works and citation structure in the hospitality tourism during the previous few decades ( Merigó et al. , 2020 ). Behaviour, experience, methodology and theory, and patterns of knowledge production are explained, illustrated and analysed alongside the eight themes ( Li et al. , 2020 ). In hospitality and leisure, the most referenced publications in all journals are listed in Web of Science ( Merigó et al. , 2020 ). The keywords co-occurrence, co-citation and analysis on co-authorship and bibliographic coupling are used to examine the 4625 papers on this topic published till 2018 in the WOS ( Garrigos-Simon et al. , 2019 ). A study by Johnson and Samakovlis, (2019) considered journal articles during the years 2000–2018 were used to research smart tourism knowledge and its visual mapping and observation of the domain. Bibliometric analysis of specific topics on “tourism” ( Yilmaz, 2019 ), “tourism recreation research” ( Vishwakarma and Mukherjee, 2019 ), “tourism and hospitality” ( Evren and Kozak, 2014 ), “social media in hospitality and tourism” ( Nusair et al. , 2019 ), “sport tourism and sustainability” ( Jiménez-García et al. , 2020 ), “tourism research” ( Güzeller and Çeli̇Ker, 2018 ), “convergence in tourism management research” ( Estevão et al. , 2017 ), “Asia Pacific journal of tourism research” ( Guzeller and Celiker, 2019 ), “sustainable tourism studies” ( Profile and Profile, 2018 ), “journal ranking and the assessment of quality research in tourism” ( Michael Hall, 2011 ) and “trends and patterns in sustainable tourism” ( Ruhanen et al. , 2015 ) have been conducted. The current study has compared the contributions made by scholars from all around the world to halal tourism ( Cheng et al. , 2018 ; Evren and Kozak, 2014 ; Güzeller and Çeli̇Ker, 2018 ; Kaparthi, 2005 ; Koseoglu et al. , 2016 ; Köseoglu et al. , 2015 ; Mulet-Forteza et al. , 2018 ; Niñerola et al. , 2019 ; Nusair et al. , 2019 ; Okumus et al. , 2018 ; Ruhanen et al. , 2015 ; Theresa Waterbury, 2018 ; Vishwakarma and Mukherjee, 2019 ).

In light of this evidence, it is apparent that academics should investigate further the notion of Halal tourism, which is a relatively new concept. In this manner, the study seeks to assess the present situation by evaluating the worldwide literature using a bibliometric technique based on a variety of characteristics and guiding to future researchers interested in working in this subject. The retrospective assessment of scientific production is expected to aid in planning of future research and enhancing their quality. Furthermore, the study's findings are expected to contribute to the creation of academic knowledge in terms of defining and assessing publications and trends in this subject.

3. Methodology

3.1 bibliographic analysis.

Bibliometric indicators were applied to evaluate bibliographic data, including the total number of authors and articles, citations, institutions and countries. The use of quantitative and statistical analytical approaches to articles, such as journals, and their corresponding citations to assess literature's success is known as bibliometric analysis ( Estevão et al. , 2017 ). In recent years, this analysis has grown in acceptance in business research, and it is effective for decoding and a map of accumulating scientific and evolutionary knowledge subtleties of engrained areas by rigorously attempting to comprehend enormous amounts of unstructured data ( Donthu et al. , 2021a–l ; Khan et al. , 2021 ; Kumar et al. , 2021 ; Sigala et al. , 2021 ).

For years, bibliometric approaches have been used to map and research the information published in various fields ( Danvila-del-Valle et al. , 2019 ). It is often used to effectively manage all of the current studies in the chosen field and to provide a clearer picture of the study scope ( Haleem et al. , 2020 ). It can also be used to evaluate the efficacy based on the publication and citation outlines of a journal ( Vishwakarma and Mukherjee, 2019 ), and several governments now use it to assess the quality of state-funded universities' research output.

Scholars employ bibliometric analysis for several purposes, including identifying journal performance and new trends in article, patterns of cooperation and research mechanisms, as well as investigating the intellectual structure of a given topic in the existing literature ( Donthu et al. , 2021a , b , d ).

Our paper has presented bibliometric analysis covering descriptive and science mapping of halal and Islamic tourism ( Donthu et al. , 2021a , b ). Our descriptive analyses include the area of research, year of publication, publications by countries, publications by universities, leading journals, popular authors, author keywords co-occurrence, citation of documents, authors citations and co-citation of the source are part of science mapping.

We have also used the VOS viewer to do visual analyses on citations, co-citations and co-occurrences ( Chen and Song, 2017 ). VOS viewer graphically visualizes the nodal network using two standardized weights, such as the number and total strength of the links ( Donthu et al. , 2020a , b , 2021c ; Öztürk, 2020 ; Sureka et al. , 2020 ; Yang et al. , 2020 ). VOS viewer is a commonly used application for network analysis of this kind ( Estevão et al. , 2017 ; Güzeller and Çeli̇Ker, 2018 ; Kawuki et al. , 2021 ; Leong et al. , 2020 ; Michael Hall, 2011 ; Rey-Martí et al. , 2016 ). The author keywords co-occurrence specifies which keywords are most prominent ( Leong et al. , 2020 ), citation and co-citation analysis, and bibliometric visualization are examples of such techniques. Citation interpretation is based on the assumption that scholars can refer to sources that are relevant to their study ( Danvila-del-Valle et al. , 2019 ). The design of this study is, however, presented in Figure 1 .

3.2 Defining keywords

The identification of the keywords used for research paper selection is the first step in bibliometric analysis. As a result, the previously listed concepts in the Islamic tourism literature are used as keywords when searching for bibliographic documents in Scopus. The Boolean operator (OR) is used in this way to search for the following keywords in one search: “Islamic tourism” OR “Halal tourism” OR” Muslim tourism” OR “Sharia tourism” OR “Muslim tour” OR “Islamic tour” OR “Halal tour” OR “Muslim friendly tourism” OR “Halal friendly tourism” OR “Muslim tourist” OR “Halal tourist” OR “Islamic tourist” OR “Islamic religious tourism” OR “Islamic spiritual tourism” OR “Muslim spiritual tourism”. The search was conducted on May 2nd, 2021 before 09.20 AM and only documents published between 2004 and May 2nd, 2021 were taken into consideration for analysis.

3.3 Initial results

Despite the fact that a vast number of databases group global analysis, the current study focused on Scopus database for bibliographic analysis. We restricted our English-language searches to the Scopus indexed journals. With over 22,000 publications in the areas of research, social science, technology and medicine, scholarly journal, conference reports and book chapter ( Haleem et al. , 2020 ). In total, 293 documents were found during the initial search, which were then refined using the parameters outlined in the subsequent sections. This includes 225 articles, 23 book chapters, 20 conference papers, 18 reviews, three books, two editorials and two letters.

3.4 Redefining initial research

The initial results are then refined by excluding publications in press (19), papers in French (1), Japanese (1) and Spanish (1), as well as book chapters, books, short surveys and magazine articles. We only included scholarly papers (reviews and articles) which were published in peer-reviewed journals (journals and conference proceedings) since they are often referred to as “certified expertise” in the research objectives. We found 239 records using this method, and after extracting one duplication, the refinement yielded 238 related documents published between 2004 and 2021.

4. Results and discussion

We analysed the data of this study in two steps, the first of which was bibliometric analysis and the second of which was network analysis.

4.1 Area of research

The number of records (documents) reported in the research field is represented in Table 1 . Scopus database has 151 (34.40%) business, management and accounting records, 89 (20.27%) social science documents and 37 (8.43%) environmental science documents, according to the analysis. The results conclude that Islamic tourism is one of the emerging subjects of accounting, business and management. Also, the majority of documents published on Islamic tourism dealt with “business, management and accounting,” as well as “social science.” It indicates that scholars in this field are more interested in doing studies in the chosen area.

4.2 Year of publication

Table 2 shows the total quantity of journals from 2004 to May 02, 2021. These data show how interest in this field of study has grown year after year. According to Scopus database, the number of publications between 2004 and 2015 was very less (less than 3%), but it has steadily increased as follows: 2015 (11 documents), 2016 (21 documents), 2018 (29 documents), 2019 (54 documents), 2020 (56 publications) and 2021 (so far 14 publications). As a result, it may be argued that Islamic tourism has grown in popularity among researchers, but it also needs to be explored further. Figure 2 gives a graphical representation of the publication and its growth year on year.

4.3 Publications by countries

Table 3 depicts the various nations' contributions in terms of publishing around the world. In this analysis, only the top 15 nations were considered based on the number of publications per country. According to the Scopus database, Malaysia has contributed 86 documents on Islamic tourism, followed by Indonesia with 64 publications, the United Kingdom with 18 publications and Egypt with ten research papers. Apart from that, publications are documented from South Korea, Turkey, the Arab Emirates, Spain, Singapore and China. Some countries are not included in this analysis because they have written fewer papers. The findings show that Malaysia and Indonesia are extensively involved in Islamic tourism as these countries have the largest Muslim populations. According to Scopus results, Figure 3 depicts the pictorial information of publications published by various countries. Our studies document published articles from 42 countries.

4.4 Publication by universities

The number of publications produced by authors from various universities is shown in Table 4 . Out of 160 universities, the top 15 were chosen for this analysis. Institutions of more than four publications were included in this study. In total, these 160 organizations have published 320 documents. From the analysis, it is determined that the authors from the University of Malaya have published 20 documents; the authors of International Islamic university Malaysia have contributed 16 publications. With 11 studies, Universiti Teknologi MARA and Tanda University are next. The results reveal that the institutions from Malaysia have published maximum studies on Islamic tourism. Figure 4 gives a pictorial representation of author of the publication by the university.

4.5 Leading journals

Table 5 lists the articles that have been published on “Islamic tourism,” “Muslim tourism” and other keywords used in this study. Knowing the journals that publish Islamic tourism study is critical for choosing the journals for literature review and understanding each journal's emphasis on Islamic tourism. Only the top 15 journals were included in this study, and journals with less than four publications were excluded. According to the review, the “Journal of Islamic marketing” has 21 studies published, while “Tourism Management Perspectives” has 14 studies on Islamic marketing. These two journals are followed by Geojournal of Tourism and Geosites (seven studies) and the International Journal of Religious Tourism and Pilgrimage (6 studies). There are eight journals that have published five studies each: “Advanced Science Letters, African Journal of Hospitality Tourism and Leisure, International Journal of Supply Chain Management, International Journal of Tourism Research, Journal of Environmental Management and Tourism, Malaysian Journal of Consumer and Family Economics, Sustainability Switzerland, Tourism Recreation Research”.

4.6 Popular authors

Table 6 lists the first ten scholars to publish articles on halal. The term “articles” is used in this section rather than “documents” because the analysis filters out all documents that are not articles from the database to guarantee compliance with the h-index and number of author citations. This table only includes authors who have more than four publications, regardless of their citations or h -index. These ten writers have authored 51 publications with a total of 2420 citations. According to Scopus, 160 scholars contributed to the study's key words of Islamic tourism and other related topics. It was understood that Han, H has conducted greater number of studies (seven articles), followed by Al-Ansi and Battour, M each contributing to six articles. Henderson, J.C received 395 citations for his research, followed by Ismail, M.N and Battor, M , who each received 384 citations.

4.7 Co-occurrence of author keywords

The main keywords on Islamic and halal tourism were analysed using VOS's co-occurrence functionality, which represents a graphical overview of author keywords (as shown in Figure 5 ). In a scientific field, co-occurrence analysis on keywords creates a grid of topics and their associations ( Merigó et al. , 2020 ). We used the same authors' keywords co-occurrence analysis for the past five years, beginning in 2004, and ending on May 02, 2021, to classify the leading keywords of authors in recent years. We performed the same analysis from 2004 to 2021 using three as a minimum threshold of terms. The keywords “Halal tourism,” “Islamic tourism” and “Muslim tourist” are used often in the network. This network has 63 keywords, eight clusters, 321 nodes and connection strength of 488. The first major keyword was determined to be “Halal tourism,” which had 75 occurrences, three clusters and 45 connections, followed by “Islamic tourism,” which had 44 occurrences, 36 links and two clusters. “Muslim tourist” was the second most important keyword in this network, appearing 19 times with six clusters and 25 connections. The third keyword was “Malaysia,” which had seven clusters and 29 connections and appeared 17 times with one cluster and 22 links. The keyword “satisfaction” appears 15 times in this report. Other prominent keywords included “Halal,” “tourism,” “Islam,” “Indonesia,” “Muslim,” “Islamic attribute,” “tourist satisfaction” and “destination”.

4.8 Citations of documents

Figure 6 shows the citation analysis for the articles. The documents with more than five citations were subjected to this study. Out of 238 articles, 99 met the requirements according to the threshold limit. Some of the network's 99 objects were not attached to one another, with the highest collection of connected items consisting of 86 records. As a result, using VOS viewer, the network for 86 documents was established, with nine clusters of 530 connections. The first cluster contains 15 objects, while the second, third and fourth clusters each contain 10 articles. In the fifth, sixth and seventh clusters, nine studies were found. Eight and seven items make up the eighth and ninth clusters, respectively. The document by Zamani-Farahani (2010) has 169 citations, five clusters and 33 links, Battour (2016) received 120 citations and Al-Hamarneh (2004) received 115 citations according to VOS's citation analysis.

4.9 Citations of authors

Figure 7 demonstrates the outcomes of the author citation analysis outcomes to determine the most prominent scholar on halal and Islamic tourism around the world. There are 577 articles on halal tourism written by 577 scholars. The current study was based on authors who had at least one paper with ten citations. This criterion was fulfilled by 132 scholars. Some of the objects are not related, and the highest group of connected authors was 121. As a result, a network with 1510 connections was established for 121 objects in 10 clusters. According to the findings, Han H . has seven papers, Al-Ansi A. has six studies, Battour M. has five documents and Ismail M.N has four documents.

4.10 Co-citation of sources

The network overview of source co-citations is presented in Figure 8 . This research was performed on 4927 sources that had at least 20 citations. The VOS has produced 42 items within this limit. The source term “tourism management” has 661 citations, with 41 connections totalling 18,278 link strength. The journal “ Annals of Tourism Research ” received 389 citations, 2 clusters and 40 links. The key influences on co-citation reviews are understood to be “ Tourism Management Perspective ,” “ Journal of Islamic research ,” “ Journal of Travel and Tourism Management ” and “ Journal of Hospitality Research .”

5. Discussion

“Halal tourism” is clearly a growing segment, with muslim travellers engaging in tourism-related events. This population constitutes one of the largest niche sectors in the worldwide tourism. This growing demand warrants extensive study to realize its full potential and provide the finest services to visitors. To facilitate the flawless services to the tourists, we require scientific knowledge on Halal and Islamic tourism. Hence, this paper provides extensive bibliometric analysis on Halal and Islamic tourism to assess the various topics researched and also highlights important theoretical and practical implications for tourism business as well as to the researchers.

According to the Scopus results, research in this area has exploded since 2017, with 132 studies published between 2017 and 2020. With 150 research articles, Malaysia and Indonesia are two major contributors to the Halal and Islamic tourism literature. According to the study, 160 institutions have been active in conducting study on the present subject, with the majority of the studies coming from Malaysian organizations. The leading journals, “Tourism Management Perspectives” and “Journal of Islamic Marketing,” have published the maximum amount of studies in this area. There are 160 scholars who have contributed to this field, including Han, H. (seven experiments with 136 citations), Battour, M. (336 citations of six), Henderson, J.C. (five documents with 395 citations) and a total of 2420 citations.

The study contributes to the related literature as well as to the researchers interested in exploring this area. The findings of this study will aid Halal and Islamic tourism students, researchers and practitioners in determining its global spread. The study highlights the most promising regions to work on and the various patterns of publications to be aware of, if they choose to publish in this field. In addition, our research serves as a roadmap for future research studies by highlighting the strengths and limitations of the publications in Halal and Islamic tourism. Also, our research provides insights to non-Islamic countries to concentrate on Halal tourism which encourages Muslim travellers to visit these countries, thereby contributing the growth of tourism economy.

5.1 Theoretical implications

From a theoretical standpoint, this research paper follows the call of recent studies by ( Khan and Callanan, 2017 ) and ( Wingett and Turnbull, 2017 ), to develop the stronger theoretical basis for Halal and Islamic tourism domain. While the research domain has grown considerably, it lacks comprehensive insights into Halal and Islamic tourism. We synthesize the past and current research patterns in this particular domain by conducting this analysis using bibliographic coupling and co-citation. Furthermore, there is a clear distinction between Islamic tourism, which refers to travel for religious and pilgrimage purposes and is thus associated with acts of faith and Halal tourism, which is done for recreational, leisure and social reasons. In this context, the term “Halal” refers to acts permitted or authorised by Islamic law ( El-Gohary, 2016 ).

From the journal, it was summarized that the total number of documents from the years 2004 to May 2021 reached 293 documents in the form of articles. The most cited paper, entitled “Islamic tourism and managing tourism development in Islamic societies: The cases of Iran and Saudi Arabia” was written by ( Zamani-Farahani and Henderson, 2010 ). ( Al-Ansi and Han, 2019 ; Battour et al. , 2010 ) were the three best productive writers based on the number of publications. The most cited keywords in HIT's were Halal tourism, Islamic tourism and Muslim tourist. This implies that most of the research studies discuss those topics. Meanwhile, it is suggested to explore more studies based on the least keywords' occurrence such as Sharia hotel, Islamophobia and purchase intentions.

The number of keywords related to Halal and Islamic tourism studies literature shows an awareness of the need for an ethical and moral framework in the marketing field ( Lee et al. , 2019 ) and the growth of halal markets throughout the world ( Alserhan, 2010a , b ). Increasing the awareness of the Muslim population on Halal products is also a business prospect for Muslim entrepreneurs and those with other backgrounds ( Abuznaid, 2012 ), and this serves as a motivation for different groups to explore the Islamic marketing field. Furthermore, monitoring the usage of keywords also can determine the important areas to be focused on.

Finally, the methodology employed in this study has implications for future bibliometric and review research in general. The study also offers complete insight into the idea of Halal tourism that can be used as a reference by tourism business for any strategic efforts, as well as revealing the major research topics that can be used by emerging researchers for their future studies.

5.2 Practical implications

This research reported the significant development recorded by the journal over the years and also presented appropriate information required for the potential authors to publish. It is also intended to guide scholars in the Halal and Islamic tourism field toward new topics and also to support the development of knowledge on Halal and Islamic marketing by providing more space for conceptual papers. A special edition is also recommended to discuss the concepts and research on Halal and Islamic tourism to confirm the expansion of the halal business which is currently popular throughout the world. Collaborations with practitioners in the Islamic marketing industry are to be invited to conduct research and publish in the journals to improve the realistic conditions and needs in the field. As most of the studies are limited to Malaysia and Indonesia, this study also invites contributions from various other countries to add their cultural aspects influencing halal and Islamic tourism.

Building on the work of other scholars, this study offers certain practical implications for the tourism managers and policy makers. From a managerial perspective, this paper suggests that business managers should formulate and execute more extensive strategies to cater to the requirements of Muslim visitors while keeping their religious responsibilities in mind.

This bibliometric research finding might also be used to educate non-Muslim investors on how to respond to an expanding Halal tourist sector. They would get a competitive advantage as a result of this. To make the halal tourist business more acceptable, profitable and sustainable, increasing number of studies on the Halal tourism industry in non-Muslim nations and cross-country studies between muslim and non-Muslim countries are strongly encouraged.

Managers should consider applying for Halal certification as this would instil confidence among Muslim tourists. Destination packages should be designed and positioned by service managers to meet the needs and desires of various customers. This would aid customers in their destination selection processes, as well as facilitate the customers' expectations. Tourism managers should design promotional campaigns that help customers understand the distinction between Halal and Haram foods. Furthermore, smart strategies should be employed to improve access to raw materials, ensure halal food safety, quality and integrity and develop the requisite expertise in this thriving global industry.

Government should provide economic incentives such as tax relaxation for hotels and restaurants that apply for Halal certification. The government should also set up a committee that could develop, establish and monitor Halal and Islamic hospitality compliance standards wherever applicable. The government should devise strategies to encourage Halal and Islamic tourist businesses to use radio-frequency identification (RFID) technology to trace Halal products from the manufacturing floor to the supermarket shelf.

5.3 Limitations and future research

This study has some limitations. First, we rely on writers' forethought to include Halal or Islamic tourism in one of the three areas of search, which are “Title, Abstract and Keywords.” It is possible to overlook an article that does not include any of them in all areas of search. However, the probability is minimal and has no impact on the study findings to discover and disclose the influential components of the Islamic tourism sector. Second, we limited our analysis to articles and reviews published in English in the Scopus database; while the study represents moderate and high-quality publications published in this field, we failed to integrate other databases and languages, such as Arabic, which could have affected our results. Future research can address this research gap in their bibliometric analyses. Based on the bibliometric analysis, it is clear that Malaysia and Indonesia are two of the most important contributors to Halal and Islamic tourism, having conducted 150 studies, while other ASEAN member countries contribution is meagre. Future studies are invited from other countries to bring out cross-country differences in Halal and Islamic tourism. Further studies should contribute to the literature by providing a deeper understanding of how to make destinations of Halal friendly based on millennials perspectives. Future studies may look into how Halal tourism can be complemented in other specialty industries like medical tourism and wellness tourism.

Design of study

Gives a graphical representation of publications from 2004 to May, 02 2021

Showing the list of publications published by different countries

Shows the authors of the universities involved in tourism research

Network analysis for co-occurrence of author's keywords

Expresses the citation analysis of documents

Depicts citations of authors

Co-citation analysis of sources

Classification of publication by research area

Distribution of publication by years

Publications contributed by different countries

Author of the publication by the University

List of journals publishing Halal and Islamic tourism

Publications by authors with the citations

Abror , A. , Wardi , Y. , Trinanda , O. and Patrisia , D. ( 2019 ), “ The impact of Halal tourism, customer engagement on satisfaction: moderating effect of religiosity ”, Asia Pacific Journal of Tourism Research , Taylor & Francis , Vol. 24 No. 7 , pp. 633 - 643 .

Abror , A. , Patrisia , D. , Trinanda , O. , Omar , M.W. and Wardi , Y. ( 2020 ), “ Antecedents of word of mouth in Muslim-friendly tourism marketing: the role of religiosity ”, Journal of Islamic Marketing . doi: 10.1108/JIMA-01-2020-0006 .

Abuznaid , S. ( 2012 ), “ An-Najah University Journal for Research - B (Humanities) ”, Humanities , Vol. 26 No. 6 , pp. 1473 - 1503 .

Addina , F.N. , Santoso , I. and Sucipto ( 2020 ), “ Concept of halal food development to support halal tourism: a review ”, IOP Conference Series: Earth and Environmental Science , Vol. 475 No. 1 , doi: 10.1088/1755-1315/475/1/012053 .

Adinugraha , H.H. , Nasution , I.F.A. , Faisal , F. , Daulay , M. , Harahap , I. , Wildan , T. , Takhim , M. , et al. ( 2021 ), “ Halal tourism in Indonesia: an Indonesian council of ulama national sharia board fatwa perspective ”, Journal of Asian Finance, Economics and Business , Vol. 8 No. 3 , pp. 665 - 673 .

Aji , H.M. , Muslichah , I. and Seftyono , C. ( 2020 ), “ The determinants of Muslim travellers' intention to visit non-Islamic countries: a halal tourism implication ”, Journal of Islamic Marketing . doi: 10.1108/JIMA-03-2020-0075 .

Al-Ansi , A. and Han , H. ( 2019 ), “ Role of halal-friendly destination performances, value, satisfaction, and trust in generating destination image and loyalty ”, Journal of Destination Marketing and Management , Elsevier , Vol. 13 December 2018 , pp. 51 - 60 .

Al-Ansi , A. , Han , H. , Kim , S. and King , B. ( 2020 ), “ Inconvenient experiences among muslim travelers: an analysis of the multiple causes ”, Journal of Travel Research . doi: 10.1177/0047287520934870 .

Al-Hamarneh , A. and Steiner , C. ( 2004 ), “ Islamic tourism: rethinking the strategies of tourism development in the Arab world after September 11, 2001 ”, Comparative Studies of South Asia , Africa and the Middle East , Vol. 24 No. 1 , pp. 173 - 182 .

Al-Hammadi , A. , Al-Shami , S.A. , Al-Hammadi , A. and Rashid , N. ( 2019 ), “ Halal tourism destination in uae: the opportunities, threats and future research ”, International Journal of Innovative Technology and Exploring Engineering , Vol. 8 No. 6 , pp. 788 - 793 , Special Issue 4 .

Alserhan , B.A. ( 2010a ), “ On Islamic branding: brands as good deeds ”, Journal of Islamic Marketing , Vol. 1 No. 2 , pp. 101 - 106 .

Alserhan , B.A. ( 2010b ), “ Islamic branding: a conceptualization of related terms ”, Journal of Brand Management , Palgrave Macmillan , Vol. 18 No. 1 , pp. 34 - 49 .

Alzeer , J. , Rieder , U. and Hadeed , K.A. ( 2018 ), “ Rational and practical aspects of Halal and Tayyib in the context of food safety ”, Trends in Food Science and Technology , Elsevier , Vol. 71 October , pp. 264 - 267 .

Bastidas-Manzano , A.B. , Sánchez-Fernández , J. and Casado-Aranda , L.A. ( 2021 ), “ The past, present, and future of smart tourism destinations: a bibliometric analysis ”, Journal of Hospitality and Tourism Research , Vol. 45 No. 3 , pp. 529 - 552 .

Battour , M. and Ismail , M.N. ( 2016 ), “ Halal tourism: concepts, practises, challenges and future ”, Tourism Management Perspectives , Elsevier , Vol. 19 , pp. 150 - 154 .

Battour , M.M. , Ismail , M.N. and Battor , M. ( 2010 ), “ Toward a halal tourism market ”, Tourism Analysis , Vol. 15 No. 4 , pp. 461 - 470 .

Battour , M. , Ismail , M.N. and Battor , M. ( 2011 ), “ The impact of destination attributes on Muslim tourist's choice ”, International Journal of Tourism Research , Vol. 13 No. 6 , pp. 527 - 540 .

Battour , M.M. , Battor , M.M. and Ismail , M. ( 2012 ), “ The mediating role of tourist satisfaction: a study of Muslim tourists in Malaysia ”, Journal of Travel and Tourism Marketing , Vol. 29 No. 3 , pp. 279 - 297 .

Battour , M. , Ismail , M.N. , Battor , M. and Awais , M. ( 2017 ), “ Islamic tourism: an empirical examination of travel motivation and satisfaction in Malaysia ”, Current Issues in Tourism , Vol. 20 No. 1 , pp. 50 - 67 .

Battour , M. , Hakimian , F. , Ismail , M. and Boğan , E. ( 2018 ), “ The perception of non-Muslim tourists towards halal tourism: evidence from Turkey and Malaysia ”, Journal of Islamic Marketing , Vol. 9 No. 4 , pp. 823 - 840 .

Boğan , E. ( 2020 ), “ Halal tourism: the practices of halal hotels in alanya, Turkey ”, Journal of Tourism and Gastronomy Studies , Vol. 8 No. 1 , pp. 29 - 42 .

Boğan , E. and Sarıışık , M. ( 2019 ), “ Halal tourism: conceptual and practical challenges ”, Journal of Islamic Marketing , Vol. 10 No. 1 , pp. 87 - 96 .

Brdesee , H. , Corbitt , B. and Pittayachawan , S. ( 2013 ), “ Barriers and motivations affecting information systems usage by Hajj-Umrah religious tourism operators in Saudi Arabia ”, Australasian Journal of Information Systems , Vol. 18 No. 1 , pp. 5 - 23 .

Carboni , M. , Perelli , C. and Sistu , G. ( 2014 ), “ Is Islamic tourism a viable option for Tunisian tourism? Insights from Djerba ”, Tourism Management Perspectives , Elsevier , Vol. 11 , pp. 1 - 9 .

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