M A STERCARD

CRE S CENT RAT ING

th
Edition

2025
JUNE 2025
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
01
FOREWORD

01 Foreword.......................................................................................................................... 03
02 10 Editions of Impact................................................................................................... 07
03 Trends, Opportunities and Key Takeaways........................................................ 19
04 Embracing Neurodivergent Travelers................................................................... 29
05 Active Senior Travelers............................................................................................... 36
06 RIDA & SDG Alignment, RIDA Impact Score....................................................... 40
07 Muslim Demographics & Travel Market Economy........................................... 44
08 GMTI 2025 Overview................................................................................................... 53
09 GMTI 2025 Results....................................................................................................... 58
10 Muslim Women Friendly Destinations.................................................................. 78
11 Muslim-Friendly Accessible Destinations........................................................... 82
12 GMTI 2024 Results Tables........................................................................................ 86
13 Halal in Travel Awards................................................................................................. 92
14 Data Sources, Methodology & Acknowledgements....................................... 95

Muslim Women Data Sources,

2
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
01 Foreword
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
01
FOREWORD

10 editions of insights and. 11 years of partnership. It is with immense pride of travel is upon us, and we need to find a path forward that benefits all
and a deep sense of gratitude that we welcome you to the 10th edition of the stakeholders, local communities, and the environment.
Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025. This is
Inclusivity has always been at the heart of our mission. This year, we
more than a report; it is a celebration of an eleven-year journey of conviction
deepen our commitment by expanding our Accessible Travel Framework
and collaboration with our partners at Mastercard. From our hopeful
(ATF) to champion the needs of neurodivergent travelers and active seniors,
beginnings in 2015, through the challenges that tested our resilience in
offering insights and practical pathways to create a welcoming environment
2020, to the innovations that now drive us forward, our mission has remained
for all.
steadfast: to foster a global travel environment built on understanding, trust,
and a shared commitment to excellence. Our methodology continues to evolve in pursuit of a more holistic
understanding of the travel experience. We have refined our ACES model
From a simple yet ambitious ranking of ten destinations in 2011 to a and enhanced the RIDA framework (Responsible, Immersive, Digital,
comprehensive analysis of 153 destinations today, the evolution of the Assured), introduced last year. Now, by aligning RIDA more closely with the
GMTI mirrors the very growth of the Halal travel sector itself. It has been a Sustainable Development Goals (SDGs), we are proud to launch the RIDA
privilege to witness this journey. The GMTI is no longer just a benchmark; it Impact Score (RIS). This new metric will measure the real-world impact of
has become a catalyst for change. Its influence is woven into the very fabric of tourism providers, encouraging continuous improvement and empowering
tourism policies in both OIC and non-OIC nations, shaping the development travelers to make more conscious choices. This edition also features the
of everything from Halal dining to the availability of prayer spaces. We GMTI Thought Leadership Framework, a practical guide developed from
are humbled by its reach, extending from government halls to university over a decade of experience to help leaders establish lasting influence in
classrooms and boardrooms across the globe. the global travel space.
Fazal Bahardeen
The Muslim travel market is demonstrating a strong recovery, with an
Founder & CEO In recent years, it has been incredibly encouraging to see destinations,
estimated 176 million international visitors in 2024, a 10% increase over
CrescentRating both within and beyond the OIC, make significant strides in embracing the
pre-pandemic levels. Projections indicate that this market will grow to
HalalTrip Muslim travel market. This is a clear testament to the growing recognition of 245 million arrivals by 2030, with an estimated expenditure of USD 235
this vital travel segment. The remarkable progress of destinations like Hong billion. This growth is fueled by a young, digitally native generation whose
Kong, Taiwan, and the Philippines, driven by proactive government strategies, aspirations we must continue to listen to and understand.
showcases a genuine commitment to building inclusive and welcoming
tourism ecosystems. Marking this milestone is a moment for renewed commitment. Together
with Mastercard, we reaffirm our dedication to a future where travel is a
As we celebrate our tenth edition, we not only reflect on the transformative bridge between cultures, celebrating our diversity, fostering inclusivity, and
impact of the GMTI but also look ahead to chart a course toward 2030. This ensuring accessibility for all. We believe the GMTI 2025 is not just a guide,
journey presents unprecedented opportunities, but we must also navigate but a tool to empower you to seize the immense opportunities within the
the significant disruptions caused by geopolitics, as well as the rapid Halal tourism landscape. The journey ahead is exciting, and we are honored
advancement of artificial intelligence and humanoid robotics. The future to continue it with you.

Muslim Women Data Sources,

4
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
01
FOREWORD

I am delighted to be marking a decade of impact with the 10th edition of the Tourism remains a powerful engine for economic growth, catalyzing
Mastercard-CrescentRating Global Muslim Travel Index (GMTI). One thing job creation, strengthening communities, and unlocking opportunities
which is certain is that we are entering a transformative era for tourism – for micro, small and medium-sized businesses to flourish. At Mastercard,
one where purpose, innovation, and inclusivity converge to redefine the we are committed to empowering tourism authorities, destinations, and
future of travel. industry players to realise their ambitions through data-driven insights,
digital innovation, thoughtful leadership and inclusive partnerships.
Over the past 10 years, the evolution of traveler expectations, shaped
by digital disruption, socio-cultural shifts, and growing personal values, has By combining Mastercard’s global insights, innovation, and commitment
profoundly changed the landscape. For Muslim travelers, in particular, this to inclusive growth with CrescentRating’s deep understanding of Halal
transformation has unlocked new possibilities that extend well beyond the travel, we are helping destinations anticipate the future - and shape it.
conventional tourism experience. Together, we are setting new benchmarks and unlocking new value for
travelers, governments, and businesses alike.
At Mastercard, we see the digital influence across the full travel journey.
From biometrics and frictionless e-payments to smart devices and AI- As we celebrate the 10th edition of the GMTI, I would like to congratulate
powered itineraries, technology is enabling a hyper-personalized, seamless Fazal Bahardeen and his team on this significant milestone. We look
journey. HalalTrip and CrescentRating are at the forefront, empowering forward to building the next chapter – smarter, bolder, and more inclusive
Muslim travelers to plan, book, and experience destinations that align with than ever before.
both their lifestyle and values.
We are also witnessing a profound shift from sightseeing to soul-
Safdar Khan searching. The Mastercard Economics Institute’s 2025 Travel Trends report
Division President affirms a move toward authentic, meaningful experiences – whether
Southeast Asia immersive cultural encounters, culinary storytelling, or nature-based
Mastercard exploration. Today’s travelers are seeking more than a destination; they’re
seeking connection, identity, and purpose.
This year’s GMTI shines a light on a segment that has long been overlooked
– the neurodiverse traveler. Inclusive travel is not a fringe concept, it is a
strategic imperative. Designing experiences that are accessible to all, helps
us not only expand a market opportunity but also champion a richer, more
empathetic global travel culture.

Muslim Women Data Sources,

5
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
01
FOREWORD

•
•
Indonesia Muslim Brand Engagement 2025
Malaysia Muslim Brand Engagement 2025
Charting the Course: 11 Years of
•
•
Muslim-Friendly Cruise 2024
Muslim Gen Z Travel 2023
Mastercard & CrescentRating’s
CONSUMERS
• Muslim Women In Travel 2019 Muslim Travel Insights
• Digital Muslim Travel 2018
• Muslim Millennial Travel 2017
• Muslim Business Traveler 2016

• Halal Food Lifestyle Indonesia 2021

• Halal Food Lifestyle Singapore 2021 Mastercard and CrescentRating’s partnership
exemplifies the unwavering commitment to
INDUSTRIES • Muslim Travel Shopping Index 2015
providing comprehensive data and in-depth
insights for the Muslim lifestyle market. Over
• GMTI 2025 the course of eleven years, we have released 31
• GMTI 2024 reports, delving into various facets of Muslim
• GMTI 2023 travel, lifestyle, and consumer behavior.
• GMTI 2022
GLOBAL MUSLIM • GMTI 2021 At the core of the collaboration lies the Global
TRAVEL INDEX (GMTI) • GMTI 2019 Muslim Travel Index (GMTI), the flagship publication
• GMTI 2018 that has become the cornerstone of our research
• GMTI 2017 efforts. This 10th edition, GMTI 2025, symbolizes
• GMTI 2016
our ongoing commitment to monitoring and
• GMTI 2015
analyzing the Muslim travel market.
COUNTRIES • Indonesia Muslim Travel Index 2019
• Indonesia Muslim Travel Index 2018
• Japan Muslim Travel Index 2017

ECONOMIES • Halal Travel Trends 2025

• Ramadan & Eid Lifestyle 2022
• Travel Readiness 2020
• Halal Travel Frontier 2020
• Halal Travel Frontier 2019
• Halal Travel Frontier 2018 Download the Reports here
• Ramadan Travel 2016

Muslim Women Data Sources,

6
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
02 11 Years of Vision
10 Editions of Impact
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

A Visionary Partnership & The Journey Ahead: Mastercard & CrescentRating

Eleven Years of Collaboration, Ten Editions of Impact, and a Future of Continued Innovation

This 10th Edition of the Mastercard-CrescentRating Global Muslim The journey commenced in June 2014, with a landmark meeting A Legacy of Insight
Travel Index (GMTI) in 2025 marks a reflection on a transformative that laid the groundwork for a synergistic alliance. By October of and Growth –
journey spanning eleven years. This milestone is a testament to the that year, the Mastercard-CrescentRating partnership was formally
pioneering and enduring partnership between Mastercard and established, setting in motion a series of groundbreaking achievements
Building Towards
CrescentRating, a collaboration founded on a shared vision: to cultivate that would redefine industry standards and unlock new potential for the Next Decade
clarity, build unwavering trust, and inspire unparalleled excellence Muslim travelers worldwide. This foundation remains as strong as ever
within the global Halal tourism ecosystem. as the partnership looks to the future.

July 2015 – Kuala Lumpur: The Genesis of GMTI. The unveiling of the first-ever GMTI
marked a historic moment, establishing a crucial benchmark for the travel industry and
signaling a new era of focus on the Muslim travel market.
2016 to 2019 – Jakarta: Expanding Influence: Hosted in Jakarta, these editions saw
the GMTI’s global influence burgeon, becoming an indispensable tool for governments,
tourism boards, and travel providers seeking to understand and cater to this dynamic
segment.
2020 – Resilience Amidst Disruption: In a year of unprecedented global challenges,
Mastercard & CrescentRating’s commitment to the industry remained steadfast. While
publication was momentarily paused, the dedication to research and support for the
sector continued unabated, strengthening the resolve for the years ahead.
2021 Onwards – Singapore: Innovating for the Future. From its new hub in Singapore,
the GMTI reemerged with renewed vigor, continuously evolving its methodologies and
insights to navigate the changing landscape of global travel, a testament to its adaptive
and forward-looking approach.
Fazal Bahardeen Safdar Khan Matthew Driver
CEO, Division President, Executive Vice President,
CrescentRating & HalalTrip Southeast Asia, Mastercard Services, Asia Pacific, Mastercard

Muslim Women Data Sources,

8
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

GMTI 2025: Celebrating the Journey, Charting a Future of Inclusive Experiences

The Global Muslim Travel Index traces its origins back to 2011 as the Since establishing its core framework, the GMTI has demonstrated continuous evolution. The ACES
CrescentRating Annual Ranking, which began by assessing the top 10 Muslim- framework itself underwent refinements (ACES 2.0 in 2018 and ACES 3.0 in 2021), while the index
friendly destinations. This foundational work quickly expanded, with the expanded its coverage to 140 destinations by 2021. More significantly, the GMTI has consistently
number of ranked destinations growing significantly by 2014, leading to the broadened its thematic scope, integrating vital aspects like the Halal Travel Development Goals
launch of the GMTI in 2015, covering 100 destinations. A pivotal development (2019), sustainability metrics (2022), the strategic GMTI Performance Matrix (GPM) in 2023, and
was the introduction of the comprehensive ACES (Access, Communications, new frameworks like RIDA (Responsible, Immersive, Digital, Assured) and accessibility in 2024. This
Environment, Services) framework in 2017, which established a robust progression continues with its 2025 focus on enhancing the travel experience for neurodivergent
methodology for evaluating and understanding the multifaceted needs of travelers, showcasing GMTI’s dedication to fostering a more inclusive and comprehensively
Muslim travelers worldwide. understood global Muslim travel landscape.

145 153
140 138 138 Destinations Destinations
130 Destinations Destinations Destinations
Destinations
100

The COVID-19 disruption

Destinations
M ASTERCARD
CRESCENTRATING

60
50 Destinations
Mastercard-CrescentRating Mastercard-CrescentRating
Destinations
Global Muslim Travel Index Global Muslim Travel Index
20 (GMTI) (GMTI)
10 Destinations
Destinations CRaHFT
Ranking
CrescentRating
Annual Ranking

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025

The first ever Renamed as the The launch of Introduction ACES Introduction of ACES Addition of Introduction Introduction Introducing RIDA
ranking was CrescentRating the Mastercard- of the ACES framework the Halal Travel framework Sustainability of GPM of RIDA & Impact Score
launched by Halal Friendly Travel CrescentRating Global framework updated Development updated to the ACES Accessible Travel and spotlighting
CrescentRating Ranking. Muslim Travel Index (ACES 1.0) (ACES 2.0) Goals (ACES 3.0) framework Frameworks Neurodivergent
travelers

Muslim Women Data Sources,

9
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

The Frameworks & Future Vision: Powering the Next Decade of Muslim-Friendly Travel

The ACES Framework: The Bedrock of Muslim- Responsible Tourism practices, cultivating
Immersive Experiences, accelerating
Friendly Travel Standards – Evolving for Tomorrow Digital Transformation, and delivering
Central to the GMTI’s enduring success and widespread Assured Services. RIDA underscores the
adoption is the ACES Framework, introduced in commitment to ensuring that travel
2017. Continuously refined, ACES – evaluating Access, continues to enrich, empower, and • Visa requirements
Communication, Environment, and Services – has become connect people globally in a sustainable • Connectivity
the trusted global standard for assessing and developing and meaningful way, setting the stage for • Transport Infrastructure
Muslim-friendly travel offerings, ensuring destinations the innovations of the next decade.
are well-equipped to provide seamless and welcoming
experiences. This framework will continue to evolve to ACCESS
meet the needs of future travelers. An Ongoing Partnership Driving • Prayer places

SERVICES
Global Impact – Towards the Next Ten • Halal Dining
The ACES framework’s strength lies in its ability to provide GMTI

COMMUNICATIONS
• Muslim-Friendly Airports
a holistic yet actionable structure. It deconstructs the Editions
concept of “Muslim-friendliness” into distinct, measurable, Eleven years of visionary efforts,
• Muslim-Friendly Hotels ACES • Destination Marketing

and improvable components. By assigning differential culminating in ten impactful editions

• Heritage & Experiences
Framework • Communication Proficiency
• Stakeholder Awareness
weightings, with an emphasis on the “Services” pillar, of the GMTI, underscore the strength,
the framework also provides a clear indication of market significance, and ongoing vitality of
priorities, thereby guiding destinations in their strategic the Mastercard-CrescentRating partnership. The ENVIRONMENT
planning and resource allocation efforts. This effectively shared dedication to innovation, excellence, and a
translates an abstract market need into a practical toolkit deep understanding of the Muslim traveler’s needs • General Safety
for development. has not only accelerated global awareness but has also • Faith Restrictions
shaped policy decisions and inspired groundbreaking • Sustainability
Looking Ahead: The RIDA Framework – Charting innovations in the travel industry. • Accessible Travel
• Visitor Arrivals
the Next Decade and Beyond As the sector steps into a vibrant future, • Basic Utilities
As a decade of published insights is celebrated, the GMTI Mastercard & CrescentRating reaffirm their
looks decisively to the future with the introduction of unwavering commitment to transforming global
the RIDA Framework. This new paradigm will guide travel, making it more accessible, inclusive, and
the next chapter of Muslim travel, focusing on fostering rewarding for everyone.

Muslim Women Data Sources,

10
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

GMTI Through the Years: A Visual Journey and Impact Showcase

GMTI 2015 GMTI 2016 GMTI 2017 GMTI 2018 GMTI 2019 GMTI 2021 GMTI 2022 GMTI 2023 GMTI 2024 GMTI 2025

+55,000 +62,800 +7,000 news

Downloads online article +2,900 media mentions
mentions
(YoY* 55%) citations (YoY* 58%)
in academic
articles

Muslim Women Data Sources,

11
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
02
11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

The Ripple Effect of the Global Muslim Travel Index

Catalyzing Muslim-Friendly Products & Services Shaping National/Regional Tourism Policies

Spurring development of Halal food options, prayer facilities, Influencing policy in OIC and non-OIC nations to cater to
and Muslim-friendly accommodations. Muslim tourists.

Shaping Destination Marketing: Guiding more effective and targeted Policy in Action: Driving specific initiatives in
promotional strategies for Muslim travelers. destinations like Malaysia, Indonesia, Hong Kong,
Taiwan, the Philippines, and Thailand.

ys l Tr g
Driving Tourism Infrastructure Investment: Encouraging investment

l
os a in

In ver oli
m e
te av

Go &
Ec lob form

flu nm cy
in physical and service infrastructure for the Muslim market. Catalyst for Government Action: GMTI rankings

en e
prompt investment and development to improve

e ns

cin nt
Enhancing Halal Assurance Standards: Fostering the adoption and

th Tra

P
appeal to Muslim travelers.

g s
improvement of Halal certifications and standards.

G
M AST E RCARD
CRE S CE N T RAT I N G

Driving Product & Service Innovation: Guiding development 2025 Analyzing Destination Image & Offerings:

se mi g
Gu sin tio
of tailored offerings like Halal menus and Muslim-friendly hotel Informing research on how Muslim-friendly

Re ade ctin
ar a &
Bu lica
id es ns
Ap
amenities. attributes influence tourist perceptions.

a
in s

ch
Ac mp
p

g
Facilitating Data Dissemination: Leveraging CrescentRating’s Fostering Critical Perspectives: Stimulating

I
expertise and Mastercard’s reach for impactful data utilization. academic discussion on GMTI methodology, scope,
and limitations.

Providing crucial data for studies in Halal tourism,

Providing insights for hospitality, F&B, retail and finance sectors Islamic marketing, and destination management

Informing Market Analysis & Strategy Data Source & Benchmark

Muslim Women Data Sources,

12
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
02
11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

Transformation of the Muslim-Friendly Travel Space (2015-2019)

1. Launch of the 1. The Korea Tourism Organization (KTO) 1. Thailand opened its first 1. Makkah Route Initiative 1. Indonesia’s Masterplan
Global Muslim launched the first Halal Restaurant Week Halal hotel - Al Meroz streamlines the Ekonomi Syariah
Travel Index Korea, to provide Muslim visitors with Hotel to help boost Hajj pilgrimage for Indonesia (MEKSI)
(GMTI) - the first access to Korean cuisines. Muslim arrivals. worshipers allowing includes development
comprehensive 2. The Philippines introduced the Halal Export them to focus fully in Halal tourism to
ranking of Development and Promotion Program Act on performing their support development in
Muslim- to support the growth of Halal industries religious duties upon the industry.
destinations. arrival in Saudi Arabia.

2015 2016 2017 2018 2019

2. Tourism Australia 3. Indonesian Ministry of Tourism made 2. The first Halal Tourism 2. The Indonesia’s 2. Saudi Arabia begin
launched a strategic investments in Muslim- Congress was hosted by Ministry of Tourism, introducing tourists
Muslim Visitor friendly tourism infrastructure Kastamonu University in in collaboration visas for international
Guide with through the Halal Tourism Antalya, Turkiye. with CrescentRating, visitors to promote
HalalTrip. Development Acceleration Team. introduced the cultural heritage sites
3. Launch of the 4. CrescentRating hosts the 1st Halal In Indonesia Muslim beyond religious
Halaltrip mobile Travel Forum in partnership with ITB Travel Index (IMTI) tourism.
App Asia 2018 to assess 3. Uzbekistan hosts the
and enhance the 1st Ziyarah Tourism
destination’s Halal Forum in Bukhara.
tourism sector.

Muslim Women Data Sources,

13
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

Transformation of the Muslim-Friendly Travel Space (2020 - 2024)

1. Salaam Taiwan campaign 1. Taiwan External Trade 1. The Philippines’ Department 1. GCC plan to introduce a 1. Hong Kong launches Muslim-Friendly
launched to promote Development Council (TAITRA) of Tourism introduced the Schengen-style, unified visa tourism initiative with CrescentRating.
Taiwan’s Muslim-friendly launched its first Halal Taiwan Colors of Mindanao campaign for tourists and businessmen. 2. Vietnam established Halal
facilities and services to Week, a virtual event aimed with one of its goal to 2. Japan National Tourism Certification Authority (HALCERT) to
attract Muslim travelers. at promoting Taiwanese Halal highlight faith tourism and Organization (JNTO) provide Halal certification services.
products and showcasing embrace diversity. launched Muslim friendly 3. Cambodia hosted its first Muslim-
Taiwan’s Muslim-friendly 2. Resorts World Cruises featured projects to accommodate Friendly Tourism Forum and to
environment to international the first ever Halal-certified Halal food and prayer spaces. develop Halal tourism, sustainability
businesses. restaurant within its cruise. initiatives, and tourism infrastructure.

2020 2021 2022 2023 2024

2. Singapore launched Your 3. NYC in collaboration 3. Turespaña, the Spanish tourism 4. Recognizing the growth of Halal food
Muslim Visitor Guide to with HalalTrip launched authority, created the first diversity, HalalTrip has launched the
Singapore (Second Edition) the New York City Halal Muslim-friendly guide to Halal HalalTrip Gastronomy Awards.
and the Lifestyle Guide Travel Guide tourism in Spain.
to Singapore for Muslim 4. CrescentRating launches
Travellers the inaugural edition
3. CrescentRating hosts the of the Halal In Travel
inaugural Halal In Travel Awards
Global Summit

Muslim Women Data Sources,

14
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

Global Leaders Speak: Shaping the Future of Muslim Travel with GMTI

“The scope of Islamic tourism “Uzbekistan has confidently taken “South Africa is rapidly becoming
is wide, covering Muslim- its place in the global Muslim a key player in the Muslim travel
friendly products and services, tourism market. Being a young market, consistently ranked
hospitality and accommodation developing tourist destination, among the top 10 destinations
but venturing into this is still at Uzbekistan has a lot to offer globally in the Mastercard
an early stage, hence the need to both adventure seekers and CrescentRating Global Muslim
expose the entrepreneurs to the knowledge hunters,” Travel Index. We are committed
new business opportunities.” to working with our partners to
Indonesia has ranked first as “Maldives is working towards
the world’s best Halal tourism
Aziz Abdukhakimov integrating Muslim-friendly
further grow Halal tourism to its
Datuk Seri Nancy Shukri destination in the GMTI. This is
Deputy Prime Minister and Minister of
tourism in a very strong way
full potential through innovation,
Minister of Arts, Tourism, and Culture Tourism and Cultural Heritage, Republic of inclusivity, and expanding our
Malaysia (2020 - 2022) an opportunity and potential Uzbekistan (2021 - 2022) as part of our national tourism offerings”
for the Halal industry to grow strategy, and I’m very positive
exponentially, because the that in the coming days, Maldives
global Muslim population keeps will gain its popularity as one
Patricia de Lille
Minister of Tourism, Republic of South Africa
increasing. of the top Muslim-friendly (2023 - present)
destinations in the world.”
Sandiaga Uno
Minister of Tourism and Creative Economy Dr. Abdulla Mausoom
Indonesia (2020 - 2024) Minister of Tourism
Maldives (2020 - 2023)

*These quotes from leading voices have been primarily drawn from their impactful speeches delivered at the annual Halal In Travel Global Summits over the years.

Muslim Women Data Sources,

15
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

Global Leaders Speak: Shaping the Future of Muslim Travel with GMTI

“In the Global Muslim Travel Index “With clear policies, we hope “We will keep improving our
Report, Uzbekistan rose from the to make Hong Kong a Muslim- understanding of Muslim culture
32nd place in 2017 to the 9th friendly destination. We want and educating the Spanish
place in 2022. Our ancient and everyone that comes to Hong tourism industry to better meet
magical city of Khiva has been Kong to feel appreciated and the needs and expectations
chosen as the Islamic Heritage respected.” of Muslim visitors. Spain is
Destination of the Year among committed to not only meeting
the 140 destinations in 2023.
“Philippines being recognized
John Lee KC “Singapore realizes the long
religious requirements, but also
It’s a very high international Chief Executive of the Hong Kong Special to designing experiences that
recognition for every citizen as an Emerging Muslim-Friendly Administrative Region (2022 - present) term value and opportunity of fulfill their dreams.”
of Uzbekistan. This award is destination serves as a testament the growing Muslim travelers
to the dedication of our travel segment. Since the inception of
considered a positive result of the
industry in catering to the unique the GMTI, Singapore has been
Miguel Sanz
reforms that is being carried out Director General of Tourspain
in tourism under the leadership of needs and preferences of Muslim consistently ranked as a top (2020 - present)
our president.” travelers.” Muslim-friendly destination
amongst other non-OIC
H.E. Ozodbek Nazarbekov Myra Paz Valderossa- destinations. We will continue
striving to maintain top position
Minister of Culture of Uzbekistan Abubakar while ensuring that Singapore
(2020 - present) Undersecretary for the Department of
Tourism, The Philippines (2021 - present) continues to welcome all travelers.”

Keith Tan
Chif Executive of
Singapore Tourism Board (2018 - 2023)

*These insights from leading voices have been primarily drawn from their impactful speeches delivered at the annual Halal In Travel Global Summits over the years.
**The perspective shared by John Lee KC, is based on a recent video released by his office.

Muslim Women Data Sources,

16
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

How has GMTI gone from strength to Strength: 10 Lessons

The GMTI stands as a powerful testament to creating a reference point that is both insightful and authoritative, shaping global discourse
and driving change worldwide. Its story offers lessons and provides a blueprint for anyone aspiring to develop thought leadership that not
only enlightens but also endures. Here are 10 lessons from the GMTI’s journey of impact.

Lesson 1: Identifying and Championing a Distinct, Underserved Segment. Lesson 6: Embracing a Global Perspective and Foster Inclusivity
In 2008, CrescentRating recognized the burgeoning Muslim travel sector as a distinct market with unique From its early days, the GMTI aimed for a global perspective, covering both Muslim-majority (OIC) and non-Muslim-
needs largely unaddressed by mainstream tourism analytics. The GMTI (initially as CrescentRating Annual majority (non-OIC) destinations. Its expansion to 153 destinations underscores its commitment to providing a
Ranking) was born out of this specific focus, providing a dedicated lens on what makes a destination Muslim- comprehensive worldwide view, making it relevant to a diverse range of stakeholders.
friendly.
Lesson 7: Forging Strategic Alliances for Credibility, Expertise, and Reach
Lesson 2: Developing a Transparent, Rigorous, and Evolving Methodology The game-changing partnership between Mastercard & CrescentRating in 2015 catapulted GMTI onto the global
The GMTI’s strength lies in its structured ACES framework, which evaluates destinations across clearly defined stage. CrescentRating brought deep domain expertise and an established reputation in Halal travel; Mastercard
criteria. This methodology is transparent, allowing stakeholders to understand how scores are derived. brought global brand credibility, extensive market reach, and resources.
Crucially, it’s not static; it has evolved to include new metrics (Sustainability, Accessible Travel, etc..) reflecting
the maturation of Muslim traveler needs. Lesson 8: Committing to Consistency and Building a Rhythm of Expectation
The annual release of the GMTI report has become an anticipated event in the travel industry. This regularity allows
Lesson 3: Anchoring the Reference in Compelling Data and Insights for tracking progress, identifying emerging trends over time, and reinforcing its role as the go-to source for insights
The GMTI provides concrete numbers: rankings for 153 destinations, market size, expenditure, and trend on the Muslim travel market.
percentages. This quantification shifts the conversation from anecdotes to an evidence-based discussion..
Lesson 9: Staying Agile and Responsive to the Ever-Changing Market Pulse
Lesson 4: Delivering Actionable Value that Solves Real-World Problems The Muslim travel market is not static, and neither is the GMTI. It has adapted to reflect the growing importance of
The GMTI reports are not just academic exercises. They provide actionable insights that help tourism boards sustainability, the digital transformation of travel, the impact of global events such as COVID-19 (e.g., tracking market
develop strategies, hotels refine their services, and investors identify opportunities. The inclusion of tools like recovery, introducing Halal Travel Development Goals), and the specific needs of different traveler sub-segments.
the GMTI Performance Matrix (GPM) further aids strategic decision-making.
Lesson 10: Cultivating an Ecosystem that Reinforces Authority
Lesson 5: Amplifying the Voice Through Strategic Communication The GMTI is a cornerstone of CrescentRatings’ wider offerings, which include accreditation services, training
The impact of GMTI is magnified by its widespread dissemination. CrescentRating and Mastercard actively programs (CR Academy), research and consultancy, publications, and high-profile industry events such as the Halal
promote the report through media outreach, make it easily downloadable, present findings at key industry in Travel Global Summit. This ecosystem creates a virtuous cycle, where each component reinforces the authority
events, and see its data cited in numerous academic papers. and visibility of the others, including the GMTI.

Muslim Women Data Sources,

17
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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11 YEARS OF VI SI O N. 10 EDIT I O NS O F I M PACT

The GMTI Thought Leadership Framework

The GMTI Thought Leadership Framework draws inspiration from the success of the Global Muslim Travel Index and the 10 key
lessons outlined in this report into a practical three-stage framework designed to help thought leaders develop their authoritative
and enduring reference points.

Stage 1: FOUNDATION – Establishing Credibility and Core Value THE GMTI THOUGHT LEADERSHIP FRAMEWORK.
This initial stage is about laying the critical groundwork. Even the most ambitious
thought leadership initiatives will falter without a strong foundation. STAGE STAGE STAGE
• Identify and Champion a Distinct, Underserved Segment
• Develop a Transparent, Rigorous, and Evolving Methodology 01FOUNDATION 02 AMPLIFICATION 03ENDURANCE
• Anchor the Reference in Compelling Data and Insights 1. Niche & Purpose 4. Actionable Value 8. Consistency
2. Methodology 5. Communication 9. Agility
Stage 2: AMPLIFICATION – Expanding Reach and Impact 3. Data Authority 6. Global Perspective 10. Ecosystem
With a solid foundation, the next stage focuses on building out references, ensuring they 7. Partnerships
deliver value, and strategically disseminating it to reach the target audience and beyond.
• Deliver Actionable Value that Solves Real-World Problems
• Amplify the Voice Through Strategic Communication
By systematically addressing the pillars within these three stages of this framework, you can
• Embrace a Global Perspective and Foster Inclusivity
significantly increase the possibility of developing a thought leadership reference that not
• Forge Strategic Alliances for Credibility, Expertise, and Reach only gains recognition but also achieves lasting global impact. This framework provides a
structured approach to transform insightful ideas into influential resources that can guide
Stage 3: ENDURANCE – Sustaining Relevance and Growth industries and shape future discourse.
Creating a successful reference is not a one-time event. This final stage focuses on
maintaining momentum, adapting to change, and building a lasting legacy.
• Commit to Consistency and Build a Rhythm of Expectation
• Stay Agile and Responsive to the Ever-Changing Market Pulse
• Cultivate an Ecosystem that Reinforces Authority

Muslim Women Data Sources,

18
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
03 Trends, Opportunities and
Key Takeaways
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What’s New in this Report

This year, the report delves deeper into evolving traveler needs, enhance the evaluation
frameworks, and introduce new tools to empower the global travel ecosystem. RIDA & SDG Alignment and RIDA Impact Score Refined ACES Metrics
Building upon its introduction in GMTI 2024, the To better address the essential needs of
RIDA framework (Responsible, Immersive, Digital, Muslim travelers, the ACES model introduces
Assured) remains central to guiding the evolution of additional metrics assessing foundational
10 Years of GMTI utilities. These metrics include Internet
Muslim travel, with this year’s edition deepening its
Celebrating a milestone, this edition marks the 10th GMTI publication, Penetration to ensure seamless digital
alignment with the Sustainable Development Goals
reflecting on an eleven-year transformative partnership between Mastercard connectivity, Basic Sanitation quality for
(SDGs). The newly introduced RIDA Impact Score (RIS)
and CrescentRating. It highlights the significant global impact GMTI has improved hygiene and health, reliable Basic
serves as a practical benchmarking tool, measuring
had in shaping the Muslim-friendly travel sector. It captures pivotal industry Drinking Water sources, and frequency of
tourism providers’ effectiveness in integrating RIDA
advancements, and “10 Lessons Learned,” showcasing insights into the Power Losses to evaluate the consistency
principles. This facilitates continuous improvement
index’s sustained growth and influence. Additionally, the report explores of essential services. These enhancements
within the tourism industry and empowers travelers
the “Ripple Effect of the Global Muslim Travel Index,” underscoring its role provide a more comprehensive evaluation
with more informed, value-aligned choices,
in inspiring change across governments, academia, businesses, and the of destinations, promoting comfort and
advocating for metrics beyond traditional tourism
broader global travel ecosystem. reliability.
indicators like visitor arrivals.

Elevating Accessible Travel: Spotlight on Neurodiversity and Active Seniors The GMTI Thought Leadership
Reinforcing our commitment to inclusivity, GMTI 2025 expands the for accessible facilities, offering recommendations for an
Framework
Accessible Travel Framework (ATF). This year, it places a dedicated empathetic travel industry approach. This edition showcases the GMTI Thought
spotlight on neurodivergent travelers, recognizing their diverse Leadership Framework, inspired by GMTI’s
needs—particularly concerning sensory sensitivities and anxiety in To further champion accessible travel, this edition introduces established success. Structured as a practical,
unfamiliar environments, and guiding destinations towards fostering the “Muslim-Friendly Accessible Travel Destination” sub-index. three-stage guide derived from the report’s
inclusive, culturally considerate, and faith-aligned accessibility. This new initiative emphasizes the essential need for travel insights, the framework outlines essential
environments that cater to the unique requirements of diverse strategies for industry leaders seeking to
A new dedicated section also focuses on Active Senior Travelers, a travelers, including those who are physically challenged, develop authoritative, sustainable, and
significant and growing high-value market segment comprising one- neurodivergent, active seniors, and multi-generational family impactful positions within the global travel
third of travelers in 2024. It details their preferences and crucial needs groups. landscape.

Muslim Women Data Sources,

20
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Key Takeaways of GMTI 2025

New Level of Growth Increased Demand for Muslim-Friendly A New Competitive Landscape
The global Muslim travel market has entered a dynamic new Ratings and Halal Assurance A standout trend in this year’s findings is the consistent and
growth phase, surpassing pre-pandemic levels. An estimated The growing Muslim travel market is prompting strategic rise of non-OIC destinations in their appeal to Muslim
176 million international Muslim visitors in 2024, marking a more destinations to seek Muslim-friendly travelers. Countries like Singapore, the United Kingdom, Hong
25% increase from 2023 and a 10% increase over 2019 levels. assurance for their tourism offerings, including Kong, Taiwan, Thailand, Ireland, Australia, and Spain are no longer
Projections for 2025 estimate 186 million arrivals, with long- restaurants, hotels, and attractions. Destinations just niche players but have become formidable contenders, steadily
term forecasts reaching 245 million arrivals by 2030 and an are actively incorporating Halal certification into climbing the rankings. This growing competitiveness from non-
estimated expenditure of USD 235 billion. their strategies to accommodate Halal food dining. OIC destinations signals a fundamental shift in the global Muslim
travel landscape. The inherent advantages of OIC nations, such
as cultural and religious familiarity, are now being challenged by
a commitment to service excellence and strategic infrastructure
Growing Presence of the GCC within the Enhanced Understanding of Muslim- development from their non-OIC counterparts. This proves that the
core principles of Muslim-friendly hospitality can be successfully
Top Rankings Friendly Travel implemented in any cultural context.
Continuous progress toward tourism visions has This year’s GMTI has observed a significant
resulted in significantly improved scores and improvement in scores across most
competitive positioning for the GCC destinations destinations, indicating increased awareness
in the GMTI. Driven by national strategies such of the potential of the Muslim travel market Key Trends Shaping the Future of Travel
as Saudi Arabia’s Vision 2030 and the UAE’s and the need for accommodations tailored A key takeaway is the significant evolution of the modern Muslim traveler’s profile
diversification efforts, these destinations are to this market. The integration of crucial and purpose. There is a clear shift towards more independent and conscious journeys,
investing heavily in infrastructure, hospitality, Muslim-friendly facilities and services has led evidenced by the rise of solo and female travelers seeking empowerment, safety,
and cultural experiences that align with traveler to improved ratings in the four areas of ACES and autonomy. Alongside this, travel motivations are diversifying beyond leisure to
expectations. Digital innovations, simplified (Access, Communications, Environment, and include purpose-led experiences such as regenerative tourism that restores local
visa processes, and targeted marketing have Services) and an overall increase in scores. ecosystems, digital detox retreats that align with faith values of mindfulness, and
further enhanced their competitiveness, This growing alignment between destination sports tourism adapted for family and faith needs. This signals a demand for more
leading to GCC destinations such as Saudi offerings and Muslim traveler expectations personalized, inclusive, and meaningful travel experiences that cater to a broader
Arabia, the UAE, and Qatar climbing higher in aims to ensure comfort, elevate experiences, range of abilities and interests, prompting destinations to offer more than just
the rankings. and drive long-term growth. standard holiday packages.

Muslim Women Data Sources,

21
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Global Trends Shaping the Muslim Travel Market: Responsible and Immersive Dimensions

The Mastercard-CrescentRating Halal Travel Trends 2025 report, published in April 2025, explores the key trends that will shape the Halal travel landscape
in 2025. Highlighting trends within the dimensions of the RIDA (Responsible, Immersion, Digital, Assurance) framework, the report provides an overview of
the evolving travel environment. Responsible tourism emphasizes the conservation of the natural environment and the well-being of local communities,
while immersive experiences offer new perspectives and opportunities for travelers to become more engaged.

Regenerative Tourism Sustainable Mobility Digital Detox Retreat Sport Tourism Solo Travel
Transforms travel by The shift to sustainable Provides the space for The growing trend of people Preferences are changing; there
encouraging activities urban mobility has become individuals to temporarily traveling for sports creates a is a rise on solo travelers these
that restore and enhance a necessity due to the need disconnect from electronic major opportunity. To attract past years who want freedom,
ecosystems, local communities, of reducing global CO2 devices, enabling the valuable and expanding autonomy, and independence
and wildlife. This trend emissions. Cities prioritizing rejuvenation, self-reflection, Muslim travel market, during their trip. This trend is
goes beyond sustainability, eco-friendly, cost-effective and a reevaluation of their destinations must adapt. This particularly prominent among
empowering travelers to transport are leading the way relationship with technology. means ensuring all major younger generations, with
leave destinations healthier in combating climate change Participants engage in a brief sporting events and active Millennials and Gen Z leading
and more vibrant than they and achieving environmental but focused disconnection, lifestyle options are designed the movement. Highlighting
found them. By promoting goals, paving the way for a reducing stress and fully to be inclusive, considering the safe neighborhoods,
regenerative tourism, more efficient and sustainable immersing themselves in the faith-based and family-oriented hospitality with local Muslim
destinations can provide urban future. By linking physical world. Destinations needs of Muslim tourists. families, and women-friendly
purpose-led experiences sustainable mobility to core can attract Muslim travelers by accommodations helps
that resonate with the faith traditions, destinations can offering unplugged wellness reassure travelers and supports
evolving traveler, positioning not only reduce their ecological retreats that align with faith a sense of empowerment.
themselves as both ethical and footprint but also offer Muslim values of mindfulness, balance,
faith-conscious tourism leaders. travelers a way to practice their and spiritual renewal.
faith during their journey.

Muslim Women Data Sources,

22
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Global Trends Shaping the Muslim Travel Market: Digital and Assured Dimension

Trends within the digital aspect show how advancements in technology are enhancing travel experiences, making them more seamless and integrated.
Focus on the trends within the assured dimension is essential for travelers to feel comfortable and safe. This focus on assurance sets high service standards
and establishes trust among travelers.

Humanoid Robotics Smart Apps for Accessible Tourism The Modern Female Traveler
Halal Journeys
Accelerated by the COVID-19 Aims to create inclusive Females play a significant role in travel
pandemic due to safety and Streamlines the process of tourism experiences planning, especially when traveling
health concerns, the use of obtaining information and catering to the needs of as families. Recently, there has been a
robots and/or humanoids enhances the journey by travelers with disabilities, notable rise in female-only group travel
streamlines operations offering various services. The seniors, and families and solo female journeys. To cater to
while adding a novel touch. integration of technology with young children. The this growing trend, destinations globally
Equipped with artificial makes travel planning less importance of this approach have increasingly adopted women-
intelligence, robotic services of a hassle, makes practicing lies in its potential to friendly amenities and services. It is
can perform a range of faith easier on the go, and expand market reach while essential for destinations to provide
tasks, from basic mechanical opens opportunities for new committing to inclusiveness, safe, comfortable, and women-friendly
functions to more complex experiences, such as VR for quality service, and safety. environments, ensuring travelers’ peace Download Report
interactions. Faith-related travel. Apps offer not only By combining inclusive of mind. Initiatives aimed at this segment
awareness needs to be efficient information retrieval, design with faith-specific also complement efforts towards inclusive
integrated into their programs, but also shift the way Muslim needs, destinations can travel for Muslim travelers, creating
making them more inclusive tourists engage with their create a welcoming overlapping opportunities to serve diverse
and adaptive. journeys. environment for all. traveler needs effectively.

Muslim Women Data Sources,

23
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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How Malaysian and Indonesian Muslims Interact with Brands

The MasterCard-CrescentRating Brand

Engagement Report, published in February DISCOUNTS &
2025, examined how Muslim consumers in
FOOD &
COUPONS are BEVERAGES
Indonesia and Malaysia engage with brands the most preferred
across key sectors. It examines the factors that
score highest
loyalty incentives for consumer
influence trust, loyalty, and brand preference, among Indonesian engagement, a

26%
particularly in relation to faith-aligned values and Malaysian
and Halal compliance. The report also outlines
prime category for
consumers loyalty programs
how brands can better connect with Muslim
audiences through culturally relevant and
ethically conscious practices.
of consumers in
Most consumers MALAYSIA discover

90%
emphasize that cultural
alignment, ethical brands through
practices, product interactive and
quality, and transparency engaging social media
90% of consumers prioritize are essential for building
brands that align with faith- platforms such as
trusts. TikTok and Instagram.
based values and principles.

40% 66%
Consistency in Consumers frequently
quality, Halal
assurance, and switch brands for Download Report
competitive pricing better QUALITY and of Malaysian
drive consumer of consumers in INDONESIA LOWER consumers belong
discover brands through social to brand loyalty
loyalty, scoring the PRICES. programs, with 70%
highest in terms of media, with TikTok and Instagram
leading in engagement. rating them highly
importance. effective.

Muslim Women Data Sources,

24
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Journey Towards 2030 – Dynamics of Sustained Growth & Evolving Traveler Aspirations

As we chart the course towards 2030, the global Muslim travel market is set for a period of dynamic evolution. The next five years will see this segment
further solidify its position as a significant force in global tourism, driven by compelling demographic shifts and the increasingly sophisticated, values-
driven aspirations of Muslim travelers worldwide. It promises to reshape Muslim-friendly travel, embedding holistic experiences, authentic connections,
and reliable assurance ever more deeply into its fabric.

Projecting Demographic & Economic Momentum Towards The journey towards 2030 will also see a greater realization of truly inclusive travel. The industry will make
significant strides in catering to travelers with diverse needs, including those with disabilities, seniors, families,
2030 and individuals with neurodivergent conditions. Technology and thoughtful service design will increasingly
The growth trajectory of the Muslim travel market leading up to 2030 remove barriers, making seamless and confident travel a reality for more Muslim travelers.
is exceptionally strong. With the global Muslim population already
at an estimated 2.19 billion in 2025 and on a clear path towards 2.54 The Evolving Traveler: Deepening Desires, Faith-Consciousness & the Enduring Quest for Value on the
billion by 2035, the demographic engine will continue to power Path to 2030
significant market expansion throughout this decade. International The Muslim traveler will become even more discerning, connected, and motivated by a blend of authentic
Muslim traveler arrivals approaching 245 million by 2030, serving as experiences, intrinsic values, and faith principles. This will result in:
key milestones on this upward journey.
• Diversifying Experiences: The appetite for a rich spectrum of travel beyond traditional journeys will continue
Looking towards 2030, this will translate into the continued maturation to grow. Adventure, eco-tourism, cultural immersion, educational pursuits, solo travel, and multi-generational
of the large Gen Z and Millennial cohorts into their prime travel and family holidays will become increasingly prominent. The influence of the Modern Female Traveler will also
spending years, alongside the growing, experienced segments of expand significantly.
middle-aged (21-50) and mature (51+) travelers.
• Strengthening Faith-Consciousness: The commitment to faith principles as a core driver of travel decisions is
The RIDA Paradigm, will shape the future of the Muslim travel ecosystem, expected to deepen. This will fuel even greater demand for destinations that provide and champion genuinely
making it more holistic, ethical, and rewarding. Sustainability and Muslim-friendly environments, encompassing not just the essentials like Halal food and prayer facilities but
ethical practices will gain prominence.. Immersive travel will flourish as also broader cultural sensitivities and ethical considerations.
travelers seek authentic cultural interactions, heritage discovery, and
transformative learning. Technological advancements, particularly • Value-Driven Authenticity: While economic landscapes may fluctuate, the quest for value will remain
AI, will enhance personalization, efficiency, and trust in faith-specific paramount. By 2030, this will increasingly mean seeking authentic, enriching experiences that offer a clear
digital planning,. Finally, assured experiences, including Halal integrity, return on investment in terms of personal growth, connection, and alignment with values, rather than simply
quality amenities, safety, and respectful, welcoming environments, the lowest cost.
will remain critical expectations.

Muslim Women Data Sources,

25
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Journey Towards 2030 – Navigating Disruptive Forces

GEOPOLITICS AND ECONOMY ARTIFICIAL INTELLIGENCE ANTI-MUSLIM RHETORIC

The Shifting Sands of Geopolitics and Economic Realities The Dual Edge of AI – Job Displacement and Enhanced Capabilities The Rising Tide of negative sentiments – A Growing Barrier to Travel
The global order is witnessing a redefinition of power Artificial Intelligence is rapidly becoming a transformative As we journey toward 2030, negative media portrayals of
dynamics, with new trade alliances forming and established force within the travel industry. Its impact is twofold: offering Muslims emerge as a significant disruptor within the global
economic centers facing new challengers. The imposition unprecedented enhancements in efficiency and personalization, travel landscape. Manifesting in various forms, from overt
of tariffs by major economies, and subsequent retaliatory while simultaneously posing significant challenges to the existing discriminatory policies and hostile political rhetoric to subtle
responses from other nations, create an unpredictable workforce structure. societal biases, it has the potential to reshape travel patterns
trade environment. For the travel industry, these shifts profoundly. Destinations perceived as unwelcoming or unsafe
translate into uncertainty for long-term investment in The integration of AI and automation technologies is leading to due to anti-Muslim sentiments face declining appeal among
tourism infrastructure, altered international travel flows, a shift in how services are delivered, often reducing the need for Muslim travelers, who will prioritize inclusivity, safety, and
and pressure on supply chains and global operational human intervention in various roles. cultural acceptance when choosing their destinations.
footprints. AI-driven systems and robotics are increasingly capable of This rise in Islamophobia challenges the travel industry,
As nations navigate these shifts, regulatory and tax performing tasks previously handled by human employees, creating additional complexity for destinations and businesses
landscapes are becoming increasingly fragmented. leading to the replacement of human-touch services with aiming to attract the growing Muslim travel market. Travelers
Different jurisdictions are adopting and adapting policies automated solutions. Projections from McKinsey suggest that increasingly scrutinize how genuinely welcoming and
at varying paces. This divergence introduces layers of as much as 45% of existing work activities could be automated accommodating a destination is, beyond superficial gestures
complexity and increased operational costs for global by the year 2030, indicating a substantial potential impact on or promotional campaigns. Negative media portrayals,
travel companies. employment levels. incidents of discrimination, or unaddressed hateful behaviors
As machines and AI technologies increasingly take over routine, can significantly harm a destination’s reputation, deterring
The stability of supply chains, crucial for the smooth potential visitors.
functioning of the travel industry, is increasingly predictable tasks, the focus of human work is shifting towards
threatened by geopolitical rivalries, overt conflict, and responsibilities that leverage uniquely human capabilities. However, this disruptor also presents an opportunity for
rising protectionist measures. As AI’s role in the workplace matures, its effects on employment proactive destinations and businesses. Those actively
and income stability for Gen Z, Millennials, and the wider workforce. investing in inclusive initiatives, promoting genuine
Geopolitical instability, regional conflicts, or instances of intercultural understanding, and implementing effective anti-
discriminatory rhetoric in potential host destinations can Economic considerations will likely reinforce prudent spending. discrimination policies are positioned to thrive. Comprehensive
act as powerful deterrents for this segment. Consequently, The trend towards short-haul, regional, and domestic travel training for tourism professionals, inclusive marketing, and
destinations that can effectively communicate and may become more established for many, offering accessible visible efforts to foster culturally respectful environments will
demonstrate a commitment to inclusivity and safety are experiences. become increasingly critical.
more likely to succeed in attracting Muslim tourists.

Muslim Women Data Sources,

26
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Key Areas for Destinations and Businesses to Stay Engaged with the Muslim Travel Market

Key Objectives Core Actions/Strategies

1. Genuine Develop a deep, nuanced Continuously analyze Mastercard-CrescentRating reports for macro trends & benchmarking. Supplement GMTI with localized
Understanding & comprehension of the diverse Muslim research on specific source markets, traveler segments & evolving psychographics/values. Understand the “why” behind
Insight travel market. travel choices beyond basic demographics.

2. Integrated Create a seamless and Access: Ensure easy physical (visa, connectivity) & digital (booking platforms) access; develop accessible infrastructure.
Ecosystem Readiness comprehensively Muslim-friendly Communications: Implement authentic, targeted marketing; provide multilingual resources; train staff in cultural sensitivity;
destination/business environment. leverage digital channels effectively.
Environment (Responsible): Cultivate a safe, welcoming, culturally respectful environment; implement sustainable & ethical
tourism practices.
Services (Assured & Immersive): Provide core faith-based needs with high assurance; develop immersive cultural, heritage
& nature experiences.
Digital Integration: Utilize technology to enhance all traveler touchpoints.
3. Meaningful Build genuine connections and Move beyond generic “Muslim-friendly” branding to tell compelling stories resonating with diverse Muslim values. Engage
Engagement & communicate value beyond generic with Muslim communities and influencers to co-create authentic local narratives and ensure respectful representation.
Authentic Storytelling offerings. Highlight local Islamic heritage, culture, and experiences, not just standardized amenities.

4. Collaborative Foster a supportive ecosystem Promote strong collaboration among government, tourism boards, private sector, and local communities. Invest in training
Partnerships & through joint efforts and skill & capacity building for industry stakeholders (especially MSMEs) on Halal assurance, Muslim traveler needs, & service
Capacity Building development. excellence.

5. Dynamic Maintain relevance and Establish mechanisms for continuous monitoring of traveler satisfaction & market trends (e.g., MTIT insights).Regularly review
Adaptation & competitiveness through ongoing & adapt strategies based on GMTI performance, competitor actions, & evolving consumer preferences. Embrace innovation in
Continuous learning and innovation. product development & service delivery.
Improvement
View GMTI as part of an ongoing journey of improvement, not an annual endpoint.

Muslim Women Data Sources,

27
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
03
TRE ND S, OPPORT UNIT I ES A ND K EY TA K EAWAYS

Journey Towards 2030: Redefining Success Beyond Arrival Numbers to Well-Being

The global tourism landscape is undergoing a significant transformation. While

resurgent travel and rising arrival numbers signal vitality, an industry consensus is Benefits to local Diversification of
communities (employment, offerings, seasonality
emerging that traditional metrics alone are insufficient to capture a destination’s revenue retention), cultural management, equitable
true success or its broader impact. As the sector navigates urgent global challenges heritage preservation, economic distribution,
like climate change, the imperative for sustainability, and the strains of over- positive resident sentiment quality of employment
tourism on the journey toward 2030, the definition and measurement of tourism
achievement must evolve.
For over a decade, the Global Muslim Travel Index (GMTI) has pioneered nuanced Economic
insights into the Muslim travel market, consistently adapting its frameworks to Socio-Cultural
Contribution Resilience &
reflect changing realities. The ACES model established a baseline for destination Quality
readiness, while the subsequent RIDA framework champions contemporary values
such as sustainability and authentic experiences. The RIDA Impact Score (RIS) will
further assess how effectively services embody these crucial dimensions.
Building on this legacy of innovation, the GMTI recognizes the urgent need for
BEYOND
Visitor
broader, more comprehensive metrics for the overall tourism industry. It champions Environmental ARRIVALS Experience &
a critical discussion focused on looking “Beyond Arrivals” to cultivate a richer Stewardship Well-Being
understanding of what constitutes a truly thriving, sustainable, and responsible
tourism destination. As more robust data becomes available, the GMTI will strive
to integrate metrics that measure these deeper aspects of destination health.. Sustainable
Measuring true destination success necessitates a paradigm shift. One that accords Destination
Carbon footprint, Managment Overall
sustainability, inclusivity, and genuine positive impact, a value commensurate renewable satisfaction,
with traditional economic returns and visitor volume. The GMTI is committed to energy adoption, safety, availability
encouraging this shift within its analysis by actively seeking and integrating metrics waste/water of authentic
as depicted in the diagram, as they become reliable and verifiable. In doing so, it management, and enriching
supports the redefinition of success for the overall tourism industry, viewing it as biodiversity immersive
protection Effective strategies for managing experiences
an urgent, collective endeavor.
carrying capacity, visitor dispersal,
mitigating infrastructure strain, and
preserving authenticity

Muslim Women Data Sources,

28
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
04 Embracing Neurodivergent
Travelers
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Neurodivergence and Travel

Travel is a deeply human experience, one that allows people to connect with new places, cultures, and
communities. Yet for individuals with disabilities, including neurodivergent travelers, the journey often
comes with a set of challenges. people worldwide
experience significant
According to the World Health Organization (WHO), over 1.3 billion people worldwide experience
significant disabilities, including cognitive, mobility, visual, and hearing impairments. A 2022 study by Billion disabilities (WHO)
MMGY Global showed that travelers with mobility disabilities alone contributed $58.2 billion annually.

68%
These figures suggest that people with disabilities are actively participating in travel, although they often
still face access limitations. of families
Almost half traveling
Neurodivergent individuals are those whose brain development or processing differs from typical patterns,
encompassing autism, dyspraxia, dyslexia, ADHD, and other similar conditions. According to Deloitte
Insights (2022), 10-20% of the global population is considered neurodivergent, representing a significant
49%
of neurodivergent
with neurodiverse children find
online photos of specific rooms
very or extremely important when
demographic with diverse sensory, communication, and cognitive needs, yet their specific travel needs individuals have choosing their lodging. (MMGY)
often remain under-addressed across various travel touchpoints. encountered a negative
Traveling for neurodivergent individuals can involve challenges such as sensory sensitivities, anxiety in
unfamiliar environments, or difficulties with communication and disruptions to routine. A study (MMGY &
TripAdvisor) on families with neurodiverse children revealed that 75% were concerned about crowds, 64%
experience while traveling
([Link])
60%
of families are willing to pay more
prioritized accommodations tailored to specific sensory needs, and many identified cost as a major barrier. for travel options that welcome or
Despite these hurdles, families with children who have neurodevelopmental disabilities (in the USA) took an are more accessible to neurodiverse
average of 2.1 trips last year and spent over $4,200 on travel, according to Tripadvisor, underscoring both the travelers. (TripAdvisor)
strong desire and substantial investment this group makes in travel experiences.
Notably, neurodivergent individuals also bring unique strengths to the travel experience, including creativity,
innovative problem-solving, attention to detail, and resilience. When properly supported, these strengths
can enhance not only their own journeys but also contribute to a richer, more inclusive travel culture.
10-20% of the global
population is considered
46%
of families traveling with neurodiverse
As awareness grows, the tourism industry has an opportunity and responsibility, to implement inclusive children prefer to make plans and
neurodivergent
practices that support neurodivergent travelers at every stage of their journey. purchase decisions with the aid of an
(Deloitte Insights (2022) online travel agency. (MMGY)

Muslim Women Data Sources,

30
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Acknowledging Neurodivergence through the ATF

The Accessible Travel Framework (ATF), published in the GMTI 2024, aims to provide a easy to Neurodivergent travelers often face unique challenges related to travel environments, such
adopt framework enabling the development of accessible services. The ATF covers different as overwhelming sensory stimuli, rigid scheduling needs, and communication barriers. This
layers within travel, from the foundational principles to the stages of travel, and ensures that year’s GMTI spotlights the feasibility of the ATF framework for non-physical disabilities and
they meet the specific cultural and faith requirements of Muslim travelers. The framework also tackles the challenges of inclusive tourism. All four layers within the ATF aim to make travel
takes into account general accessibility needs to ensure all travelers can enjoy a comfortable accessible to everyone, including neurodivergent individuals.
and hassle-free travel experience.

IMPLEMENTATION
FOUNDATIONAL PRINCIPLES TRIP
Ensuring inclusivity for neurodivergent travelers
E- depends on the strategic alignment of staff
The aspects of inclusivity promotes and PR STAFF TRA
ININ
G capabilities, community engagement, and
embraces diverse profiles as part of the broader
IT Y governing policies within the travel ecosystem.
L
accessibility effort. Universal design boasts
ESSIBI SE This can be achieved through comprehensive
facilities that are intuitive and accommodates CC

ON
awareness training programs for personnel, the direct
VERSAL DES

NCE
UNI
everyone with different capabilities.

THE
LA

RV
I involvement of neurodivergent community members

ICE
ICA
ATION COMPLIA

TRIP
in planning and feedback processes, and adherence to

GN
PHYS

ACCE
established inclusive regulatory frameworks

ATF

SITIVITY

SSIBILITY
INCLUSI
ACCESSIBILITY COMPONENTS

COMM
N
EGUL
TRAVEL STAGES

VI
S
TY
When planning physical spaces, services, and

Y
AL

T
R

U
To support neurodivergent travelers, at

I
CULTU

N
technological interfaces, it is essential to consider
&

BI

ITY
SI each step of their travel (pre-trip, during
IC Y
TEC
the needs of neurodivergent individuals. ES

EN
HNOLOGICAL ACC
OL
the trip, and post-trip) it is important to
GA
Structured environments, staff who are well-trained,
P GEM
provide clear information and signage, allow
knowledgeable, effective in communication, and
ENT
flexibility in plans (offering options to opt-
intuitive, user-friendly technologies can significantly
out of overwhelming itineraries), and create
reduce anxiety and sensory overload, ensuring a POST TRIP platforms for feedback.
more comfortable and inclusive travel experience.

Muslim Women Data Sources,

31
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Interview on Traveling with Neurodivergent Family Members

Understanding the Challenges The Complexities of Air Travel

Traveling as a family can be an exciting experience, but for families with neurodivergent The in-flight environment can trigger sensory and emotional difficulties, making comfort a critical
members, it often involves unique challenges that go beyond typical travel stress. Sensory factor. Fara emphasizes that features like customizable entertainment systems can significantly ease
sensitivities, communication differences, unfamiliar environments, and rigid routines can this transition. By allowing passengers to pre-select calming or familiar content—such as favorite
all make travel a daunting prospect. Without inclusive infrastructure and informed support shows, nature visuals, or gentle music—airlines can help reduce in-flight anxiety and support emotional
services, the idea of traveling, especially by air, can feel overwhelming or even inaccessible. regulation. Sensory-friendly amenities, including weighted blankets that offer calming deep pressure
To truly support all families, travel destinations and services must adopt more inclusive, stimulation, can also make a meaningful difference. Additionally, personalized meal options, such as
accessible, and family-friendly practices. plain or familiar foods, may alleviate mealtime stress for those with sensory sensitivities.

Fara also advocates for designated seating areas for families traveling with neurodivergent
Madam Fara’s Inspiring Journey individuals, as these zones can reduce exposure to overstimulation and offer a private space during
Fara, founder of MIJ Hub, understands this journey firsthand. Her son, now 25 years old, was difficult moments, minimizing the need for families to justify behaviors to other passengers. Beyond
diagnosed with Autism and Tuberous Sclerosis as a child. From the moment of his diagnosis, physical accommodations, Fara underscores the vital role of trained and empathetic airline staff.
he became not only her source of inspiration but also her teacher. Fara immersed herself She points to discreet identification systems like the Hidden Disabilities Sunflower symbol, which
in learning about neurodivergence, navigating a continuous cycle of trial, adaptation, and can subtly alert staff that a traveler may need extra support. For such initiatives to be truly effective,
consultation with professionals to meet her son’s evolving needs through different life airlines must invest in comprehensive staff training, ensure consistent implementation, and raise
stages. public awareness to foster a more inclusive and respectful travel experience for all.

Early Experiences and the Anxiety of Airports Choosing Calm and Inclusive Destinations
In the early years, when awareness of neurodivergence was limited, traveling with her son Beyond the airport and aircraft, Fara continues to travel with her family by choosing nature-based
was especially difficult. Airports, in particular, were a major source of stress. Long queues, destinations over commercial spaces. Her son finds serenity in open environments and becomes
unpredictable announcements, and unfamiliar procedures often triggered anxiety and overwhelmed in large, noisy crowds. In her view, every inclusive destination should offer quiet
meltdowns. To prepare him, Fara would start weeks in advance, breaking down airport zones or decompression spaces to meet the sensory needs of all guests.
processes into simple steps using visual aids and social stories to build familiarity and reduce
fear or anxiety.
Advice from Madam Fara: Embrace the World, Advocate, and Never Give Up
Over time, improvements in airport services have made a noticeable difference. Fara Through all these experiences, Fara never stopped exposing her son to the world. Her approach
acknowledges that a small number of airports today offer sensory guides, quiet rooms, and is grounded in perseverance, not perfection. “Start small. Don’t give up. And never stop exposing
staff trained in supporting neurodivergent travelers. However, she notes that such efforts your child to the world,” she advises. “Travel is an opportunity to learn and explore. When faced with
remain limited and inconsistent across the industry. More widespread adoption of inclusive challenges or misunderstanding, be an advocate for your child.”
practices is needed to ensure that all families can travel with dignity and ease.

Muslim Women Data Sources,

32
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
04
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Recommendations for Neurodivergent-Friendly Travel

Ensuring a seamless journey for neurodivergent travelers requires multiple intentional

approaches across the entire travel ecosystem. Rather than focusing only on physical Make Use of Technological Innovations:
accessibility, efforts should also address cognitive, sensory, and social needs to help create a From the pre-planning phase, AI-powered platforms enable
comfortable and empowering experiences for neurodivergent travelers. the creation of customizable itineraries, visual schedules, and
sensory-friendly filters that improve predictability. Moreover,
assistive tools such as real-time navigation apps, wearable
Ease Pre-Travel Planning: communication devices, and calming technologies help
Neurodivergent travelers can benefit from resources that provide travelers self-regulate, stay oriented, and maintain a sense of
detailed information about destinations and services tailored to control throughout the journey.
their needs. Programs like the Hidden Disabilities Sunflower Program
allow individuals to discreetly indicate a need for additional support,
facilitating smoother and more respectful interactions during travel.
Platforms like Autism Travel also offer listings of destinations and
attractions certified in autism awareness and sensory accommodations,
aiding families to plan more accessible and comfortable trips.
Conduct Staff Training and Certification
Programs:
Proper training is essential to ensure inclusive
experiences. The International Board of Credentialing
Provide On-the-Ground Support and Infrastructure: and Continuing Education Standards (IBCCES) provide
Airports, train stations, and other transportation hubs are increasingly certifications and training to travel professionals on
incorporating inclusive infrastructure to reduce anxiety and sensory supporting families and individuals with special needs.
overload. Features such as sensory rooms, quiet zones, and specialized Businesses with designations such as the Advanced
support staff can make travel more manageable. Programs like Wings Certified Autism Center status help travelers identify
for Autism or Wings2Help offer pre-flight experiences and assistance to accommodations and services equipped to meet
help neurodivergent individuals and their families familiarize themselves specific sensory and communication needs.
with the travel process in a low-stress environment.

Muslim Women Data Sources,

33
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
04
E MBRACI NG NE UR O DI V ER GENT T R AV EL ER S

Malaysia (OIC): Embracing Neurodivergent Travel

sensory guides and trained staff. Sunway Putra Mall,

Malaysia’s first autism-friendly mall, features calm rooms
and hosts weekly Autism Friendly Shopping Days with
dimmed lights and reduced noise to create a supportive
environment, through its “Autosome” initiative, offering a
Malaysia’s approach to accessibility for neurodivergent more accommodating shopping experience.
individuals, especially in travel and public life, reflects a
growing commitment to the country’s inclusive design,
structured support, and policy alignment.
Implementation
Effective inclusivity requires alignment among staff,
communities, and policymakers. Government and NGOs
Foundational Principles like Yayasan Gamuda are driving awareness and training
The Equal Treatment (Disabled and Chronically Ill People) on neurodiversity, while initiatives increasingly involve
Act prohibits discrimination against individuals with neurodivergent individuals in service planning. These
disabilities, including those who are neurodivergent. It efforts are further strengthened through collaborations
mandates that public services, including transportation, with organizations such as the Autism Behavioral Center and expanded education efforts are being made to meet a
must provide reasonable accommodations for equal access. (ABC) and the National Autism Society of Malaysia wider range of neurodivergent needs.
The Act promotes universal design, encourages intuitive (NASOM), which provide expertise, outreach, and support
and accessible facilities, and supports the independence of for neurodivergent communities. With the ratification of
all travelers. These efforts ensures that facilities and services the Persons with Disabilities Act, policies are being updated Travel Stages
are intuitive and accessible, upholding the independence Upon arrival, KLIA’s “Butterfly Effect” initiative provides calm
of travelers of all abilities. rooms, sensory walls, fast-track lanes, and buggy rides to
assist travelers with hidden disabilities in managing their
sensory overload and anxiety. A “Care Ambassador” is also
Accessibility Components available to guide travelers upon request. During transit,
Malaysia applies universal design principles, including public transportation has made strides in accessibility with
equitable use and intuitive operation, to enhance many trains and busses equipped with features like ramps,
accessibility in public spaces. Improvements include designated spaces for mobility aids, and clear audio-visual
ramps, wider pathways, and sensory zones in parks. Kuala announcements to assist all passengers, including those
Lumpur International Airport offers calm rooms under its who are neurodivergent. The Ministry of Transport Malaysia
“Butterfly Effect” initiative for neurodivergent travelers. has provided a feedback portal, allowing travelers to share
LEGOLAND Johor is certified as an Autism Center, with their experiences and suggestions for improvement.

Muslim Women Data Sources,

34
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Netherlands (Non-OIC): A Neurodivergent-Friendly Journey

Travel Stages
Supporting neurodivergent travelers involves addressing
their needs at every stage of the journey. At pre-travel
planning, travelers can use tools like the 9292 Journey
Planner to create predictable, stress-free routes, reducing
The Netherlands has made significant efforts to support uncertainty and potential anxiety. When they arrive at the
neurodivergent travelers through national legislation, station/airport there are services like NS Travel Assistance
ensuring that every individual can access public spaces providing hands-on support for boarding, disembarking,
and transportation with ease. and transfers, while the Hidden Disabilities Sunflower
lanyard at Schiphol Airport discreetly signals a need
Foundational Principles for extra assistance. The public transport vehicles are
The Equal Treatment (Disabled and Chronically Ill People) equipped with features like clear audio announcements,
Act (Wet gelijke behandeling op grond van handicap visual displays, and designated spaces for mobility
of chronische ziekte) prohibits discrimination against requirements, while buses, trams, and airport facilities like aids, ensuring a comfortable and independent travel
individuals with disabilities, including those who are Schiphol International Airport have integrated features experience. For post-travel support, the Netherlands’
neurodivergent, and mandates that public services, to reduce sensory overload and enhance comfort for continuous improvement mechanisms allow travelers to
including transportation, must provide reasonable neurodivergent travelers share feedback, contributing to ongoing enhancements in
accommodations to ensure equal access for all. It covers public transport and airport services.
a wide range of provisions, from physical infrastructure
adjustments to service modifications, creating a foundation Implementation
for inclusive travel. Effective implementation of these laws relies on
comprehensive staff training and partnerships with
advocacy groups. For example, NS (Dutch Railways)
Accessibility Components provides the ‘TreinTrainPakket,’ a training program
To align with the legislative principle, the Netherlands developed with input from individuals with intellectual
has invested in accessible public transport systems and disabilities to support independent train travel.
supportive infrastructure. The 9292 Journey Planner and Collaborations with organizations like the Flying with
GVB Virtual Stop Assistant are prime examples that offer Autism Foundation further ensure that neurodivergent
tailored route planning based on individual accessibility travelers receive personalized assistance, from check-in
needs. Train stations across the country also have been to boarding, fostering a supportive and inclusive travel
upgraded to accommodate a wide range of mobility environment.

Muslim Women Data Sources,

35
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
05 Active Senior Travelers
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
05
ACT I VE SE NI OR T R AV EL ER S

The Rise of Senior Travel

Senior travelers, defined as those aged 60 and above, are a significant segment
SENIOR TRAVEL
Global Population of 50 Years and Older
of the tourism industry – accounting for one-third of travelers in 2024. For many
in this demographic, travel serves not just as recreation, but as a meaningful 2,500 30%
is valued at

Senior Population (In Millions)

15%
pursuit to achieve lifelong dreams and personal fulfillment. With longer life
2,000
expectancy, improved health outcomes, and stronger financial independence,
today’s seniors are more capable and willing to travel than ever before. 1500
20%

The global demographic shift underscores the long-term potential of this 1000 of the global
market. Between 2020 and 2025, the global population aged 50 and older 10%
travel market
increased by more than 160 million, rising from 1.77 billion to 1.93 billion, 500

and is expected to exceed 2.36 billion by 2035, accounting for nearly 28% 0% 0%
of the global population. A significant portion of this growth is seen among
Projected value

2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
2035
those aged 51 to 70, who remain active, financially secure, and eager for

to reach $2.63
travel that prioritizes leisure, wellness, and self-fulfillment. Within the Muslim Year
population, a similar demographic shift is unfolding: the number of Muslims
aged 50 and above grew from 297 million in 2020 to over 347 million in 2025,
and is projected to reach 474 million by 2035, reflecting a steady rise in aging Muslim Population of 50 Years and Older
trillion by 2030
Muslim travelers. These shifts signal rising demand for inclusive, age-friendly,
and culturally attuned travel experiences, especially among global and Muslim 500 25%

Senior Population (In Millions)

senior segments.
SPENDS
400 20%

This demographic transformation is already translating into significant

MORE THAN
300 15%
economic value. Senior travel was estimated at around $1.72 trillion in 2024,

50%
amounting to 15% of the global travel market value, and projected to reach 200 10%
$2.62 trillion by 2030. Past their working age, more seniors are seeking leisurely
activities and travel, allocating more than 50% of their discretionary spending 100 5%

annually. With the flexibility of travel off-season and the tendency to embark of their spending
0% 0%
on longer, more relaxed journeys, they offer high-value opportunities for travel on leisure and travel

2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
2030
2031
2032
2033
2034
2035
industry stakeholders aiming to tap into a resilient and expanding market.
Year

Muslim Women Data Sources,

37
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
05
ACT I VE SE NI OR T R AV EL ER S

Understanding Senior Travelers’ Journey

The findings indicate that more than 70% of seniors preferred travel, and a significant portion allocates their budget toward To better cater to senior travelers, the travel industry must
trips lasting 4-6 days, a comfortable time range for them to accommodation and dining, which indicates a desire for a adopt a more empathetic and inclusive approach. This includes
enjoy their surroundings. The motivation behind their trips relaxed experience over extravagance or high activity levels. offering options of simplified tech alternatives, more visible and
is usually to spend time with family or friends and relax, Payment methods of cash and card are preferred, with a few human-centric support services, and marketing that represents
with around 20% also mentioning business or work-related choosing digital payments, underlining a critical gap in current peaceful, slow-paced, and family-oriented experiences. By
purposes. These motivations reflect the tendency of the travel technology design. The digital-heavy nature of modern aligning services with the real-world needs of senior travelers,
majority of senior travelers to travel with a family member, travel, from mobile check-ins to app-based bookings, can the sector can foster greater inclusivity and unlock long-term
mainly their spouse. present barriers to many seniors. growth opportunities.
During their travels, shopping is the most popular activity
among senior travelers, with 67% of respondents indicating Traveller Expectations for Necessary Facilities
Types of Activities Engaged in During Travel
it as a preferred travel experience. This is followed closely
by culinary activities and nature or outdoor exploration, Shopping
each 56%, highlighting a strong interest in local cuisine and
Elevator
natural settings. However, enjoying these activities at an Nature & Access
Outdoor
older age comes with its challenges. For many seniors, health
Ramps and
and mobility concerns are among the top priorities. Chronic Culinary
Railings

conditions, reduced stamina, or the need for accessible

Medical
accommodations can make simple routines more difficult. Cultural &
Heritage
Facilities

To support their travels, the availability of accessible facilities

Visible Signage
is crucial. The most frequently mentioned needs include Entertainment
& Events
& Way Finding

elevator access and sitting areas, indicating the importance

Responsive
of ease and comfort during activities. Other key facilities Wellness &
Relaxation Support Staff

identified are visible signage, wayfinding, and responsive

Sitting Areas
support staff, as well as ramps and railings, which ensure Adventure &
Sports (Pedestal Bench)

accessibility across diverse environments.

Social & Group
Others
Activities
Seniors require a level of planning and support that
prioritizes physical well-being and comfort. According
0%

20 %

40 %

60 %

80%

0%

20 %

40 %

60 %

80%
to the study, 67% of senior travelers prefer comfortable

Muslim Women Data Sources,

38
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
05
ACT I VE SE NI OR T R AV EL ER S

Recommendations for Accessible Designs for Senior Travelers

Promote Wellness and Leisure Activities

Design Inclusive Stays Senior wellness tourism should consider combining
Hotels and resorts could consider upgrading their infrastructure health, relaxation, and social engagement in a
to enhance ease of movement and safety, particularly for older supportive travel setting. Destinations might can
adults and individuals with mobility challenges. Features such offer curated experiences that include gentle
as ground-floor rooms, elevators with large buttons, grab bars, fitness classes, balanced nutrition plans, guided
non-slip bathroom floors, and wide, wheelchair-accessible nature walks, and social activities designed to
hallways could significantly improve accessibility. Offering foster connection among travelers. Resorts and
mobility aids for rent – such as electric scooters or walkers retreat centers can further provide on-site health
– and allowing for customized room layouts based on guest assessments, mobility-friendly pools and fitness
needs can further enhance the guest experience. Additionally, areas, and even rehabilitation or physiotherapy
implementing staff training in age-sensitive service can foster services—all within a tranquil, age-appropriate
more respectful and personalized interactions. environment.

Enhance Accessibility Across Different Modes of Transport Assist in Bridging the Digital Gap
Airports and airlines could increase accessibility by offering To better support older travelers, many of
services such as wheelchair assistance, priority boarding, clearly whom may still prefer traditional methods
readable signage, and senior-friendly check-in counters. Quiet over digitalized ones, travel companies can
rooms, sensory paths, and specialized assistance programs have offer simplified platforms for communication,
proven to be helpful to create a more inclusive environment, such as live customer support, and printable
as seen in airports like Heathrow and Changi. Cruise lines, documents for boarding passes and itineraries.
a popular choice among older travelers, may also consider Equally important is on-the-ground support,
adapting their ships with accessible cabins, roll-in showers, grab including staffed information counters, in-
rails throughout the vessel, and onboard medical staff. These person tour guides, and analogue booking
improvements would not only address physical needs but also options, all of which can help seniors travel
help provide greater peace of mind during travel. with greater confidence and reduced stress.

Muslim Women Data Sources,

39
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
06 RIDA & SDG Alignment
RIDA Impact Score (RIS)
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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RI DA & SD G ALI GNM ENT, R I DA I M PACT SC O R E (R I S)

The RIDA Framework | A Compelling Alignment with the UN SDGs

The RIDA framework offers a compelling alignment with the United Nations Sustainable
Development Goals (UN SDGs). By embedding principles of sustainability, ethical practice,

ENVIR

NT
ONME
and technological advancement into its core, RIDA has the potential to significantly propel the

GEME
ENGA RAL
CULTU
N

NTAL
GE TIO
I TA RVA achievement of these global objectives within the tourism industry.
CU
SO URA R E
HE RES
LT
CIO L
- P

SO
ECONOMCIO- UNIT Y
COMM AC TION
At the heart of this synergy is RIDA’s Responsible dimension. This pillar directly champions
ICS
RIDA IN T E R
environmental, economic, and social sustainability, resonating with numerous SDGs. It encourages
Y
QUALITCE
AN
TECHN
INTEG OLOGIC AL
RATIO
tourism practices that conserve the environment (supporting SDGs 13, 14, and 15 on climate
ASSUR N
action, life below water, and life on land), respect and support local cultures and communities
ND
Y A IT Y DI CLU
GI S (aligning with SDG 11 on sustainable cities and communities), and contribute positively to local
IN

F ET CUR TA IV
SA SE L IT Y
economies through fair trade and ethical consumption (connecting to SDG 8 on decent work
EFFIC
E
LIANC

IENC Y

and economic growth and SDG 12 on responsible consumption and production). The emphasis
CO M P

on social justice and ethical behavior within this dimension further underpins goals like SDG 16
(peace, justice, and strong institutions).
GOOD HEALTH AND QUALITY DECENT WORK INDUSTRY,
WELL-BEING EDUCATION AND ECONOMIC INNOVATION AND The Immersive dimension of RIDA, which fosters meaningful connections with local cultures,
GROWTH INFRASTRUCTURE
heritage, and communities, also contributes to the SDGs. By encouraging experiences that go
beyond superficial tourism, it promotes cultural understanding and preservation, indirectly
supporting SDG 11 and potentially SDG 4 (quality education) through experiential learning and
appreciation of diversity.
REDUCED SUSTAINABLE RESPONSIBLE CLIMATE
INEQUALITIES CITIES AND CONSUMPTION ACTION
COMMUNITIES AND PRODUCTION RIDA’s Digital pillar, focused on leveraging technological innovation, aligns with SDGs centered
on innovation and infrastructure, such as SDG 9. By promoting digital tools for accessibility,
convenience, and personalized travel experiences, this dimension can also contribute to SDG 10
(reduced inequalities) by making travel more accessible to a wider range of people.
LIEF ON PEACE, JUSTICE LIFE BELOW
LAND AND STRONG
INSTITUTIONS
WATER Finally, the Assured dimension, while primarily focused on service reliability and meeting faith-
based needs, indirectly supports broader SDG principles. Ensuring safety, quality, and cultural
sensitivity builds trust and fosters stable, respectful interactions within the tourism ecosystem,
contributing to an environment conducive to sustainable development.

Muslim Women Data Sources,

41
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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06
RIDA & SDG ALIG N M E NT, R I DA I M PACT S C O R E (R I S )

The RIDA Impact Score (RIS): Driving Excellence in Muslim-Friendly Tourism Services

While the RIDA framework provides a clear and essential roadmap for developing modern, value-aligned travel offerings, a critical
I MPAC T SCO question remains for any organization: How effectively are we actually embracing these principles?

DA R A framework, by itself, is a set of ideals. To drive real-world improvement and ensure consistent quality, there must be a way to
measure its application. This is precisely why the RIDA Impact Score (RIS) was developed.
RI

E
The RIS is a quantitative measurement tool required to translate the RIDA philosophy from a conceptual model into an actionable
strategy. Its necessity is rooted in four key objectives:
To Provide Tangible Measurement: The RIS moves beyond subjective assessments. It assigns a concrete score to a service,
9/10 facility, or experience, quantifying how well it integrates the four dimensions of Responsible, Immersive, Digital, and Assured
travel. This provides a clear, data-backed understanding of performance.
To Enable Strategic Implementation: By scoring each of the four dimensions independently, the RIS allows organizations to
pinpoint specific areas of strength and weakness. For instance, a hotel might score highly on the ‘Assured’ dimension due to
excellent Halal food provision but score poorly on the ‘Immersive’ dimension because it lacks authentic local experiences. This
by targeted insight allows for focused and efficient resource allocation to areas needing the most improvement.
Cre n g
s c e n t R ati
To Facilitate Benchmarking and Continuous Growth: You cannot improve what you cannot measure. The RIS creates a
standardized benchmark, allowing a destination or business to compare its performance against competitors, track its own
progress over time, and set clear, achievable goals for future enhancement.
To Ensure Accountability and Consistency: The score provides a clear metric for accountability. It ensures that the principles of
the RIDA framework are not just marketing buzzwords but are consistently and meaningfully applied across every touchpoint of
the traveler’s journey, from booking to the in-destination experience.
In essence, the RIDA Impact Score (RIS) is the vital mechanism that operationalizes the RIDA framework. It is required because it
provides the clarity, data, and insight necessary for stakeholders to not only adopt the framework but to excel in its application,
ultimately delivering superior, more competitive, and truly resonant travel experiences.

Muslim Women Data Sources,

42
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
06
RI DA & SD G ALI GNM ENT, R I DA I M PACT SC O R E (R I S)

Key Concepts Within the RIDA Impact Score

RESPONSIBLE IMMERSIVE DIGITAL ASSURED

The assessment for the “Responsible” The assessment for the “Immersive” The assessment for the “Digital” dimension The assessment for the “Assured”
dimension evaluates how deeply a dimension focuses on how effectively a evaluates the strategic use of modern dimension is centered on building traveler
service or facility is committed to travel experience connects visitors with technology to create a seamless and confidence through quality assurance,
holistic sustainability. It will examines the local culture and community. It will enhanced traveler experience. It examines safety, and compliance. A primary focus
the tangible socio-economic evaluate the quality and availability of the practical integration of digital tools of this evaluation is guaranteeing that
benefits delivered to the community. interactive activities that allow travelers across the journey, focusing on key faith-based requirements are reliably
Furthermore, it will measures to engage with, rather than just observe, areas such as the accessibility and user- met. This approach ensures that every
the dedication to socio-cultural the local heritage. This includes assessing friendliness of websites, the ease of access traveler’s well-being is cared for, from the
preservation by assessing how local offerings that promote hands-on learning, to crucial information, and the availability of implementation of health and emergency
heritage and traditions are actively heritage discovery, and direct community diverse digital payment options. The goal is protocols to the provision of faith-centric
protected and celebrated within the interaction, which together build a deeper to measure how technology is leveraged to amenities.
tourism experience. knowledge and appreciation for cultural make travel processes more convenient and
diversity. efficient for everyone. To achieve this, the assessment delves
This evaluation will also scrutinizes deeply into the integrity of faith-based
environmental stewardship through The ultimate aim of this evaluation is to By auditing technological integration, services. It will evaluate the provision
a review of concrete policies for measure how well an experience fosters the assessment encourages the tourism Halal food, ensuring its authenticity from
waste management, resource understanding, tolerance, and respect industry to adopt tools that not only source to serving. It will also scrutinizes
conservation, and sustainability between travelers and local communities. streamline operations but also promote the accessibility, cleanliness, and proper
education. By analyzing these three By examining the methods of cultural digital inclusivity. This includes evaluating equipping of prayer facilities, as well as the
key pillars, economic, cultural, and promotion and the opportunities for accessibility features for users with different availability of water-friendly washrooms.
environmental, the assessment meaningful engagement, the assessment needs and assessing the robustness of By verifying that these essential needs
will provides a clear score of how determines how effectively the offering digital infrastructure for payments and are not just present but are delivered
effectively an entity creates mutually contributes to creating environments of information sharing. Ultimately, this with high quality and consistency, this
beneficial tourism and aligns its learning and exploration. This directly dimension gauges how well an entity dimension directly removes significant
operations with the core principles of aligns with UN SDGs 4 (Quality Education), uses technology to advance its services, travel barriers, championing the inclusive
UN SDGs 8, 11, and 12. with a specific focus on promoting global directly contributing to the innovation and values of UN SDGs 3 and 10.
citizenship as outlined in Target 4.7. infrastructure goals of UN SDG 9.

Muslim Women Data Sources,

43
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
07 Muslim Demographics
& Travel Market Economy
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Navigating the Future: A Demographic Overview of the Muslim Population

Median Age 25 years 30 years 33 years 27 years

9% 11%
Population above 60 years 2.5% 3.3%
21% 22%
Population between 40 & 60 years 5.5% 6.4%
70% 67%
Population under 40 years 18.7% 19%
2.19 Billion 2.54 Billion
Population 26.6% 28.6%
2025 2035
Muslim Population Muslim Population

The number of Muslims is expected to rise from 2.19 billion in 2025 to 2.54 billion in 2035. Muslims represent
50% of the growth in the world’s population during 2025-2035. Its proportion of the world’s population is 2025 2035
likewise anticipated to increase. Muslims are expected to account for 28.6% in 2035. The biggest Muslim
demographic is still those under 40. However, this group is predicted to decline from 70% in 2025 to 67% in
2035. There is a slight increase in the number of Muslims in the older age groups, specifically those aged 40
Percentage of the
and above. In 2025, Muslims under 40 make up 18.7% of the world’s population, and by 2035, that percentage
is expected to rise to 19%.
Global Population

Muslim Women Data Sources,

45
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Age Dynamics: Analyzing Trends in the Muslim and Rest of World Populations
Population by Age Group (2025)

Population Distribution they will represent a significant pool of potential travelers. 0- 10

In 2025, the Muslim demographic shows its largest segments This highlights the continued importance of developing 11- 20

in the younger age groups, particularly 0-10, 11-20, and 21- travel experiences that appeal to younger demographics 21- 30

30, indicating a significantly younger population compared within a Muslim-friendly framework. 31- 40

Age Group
to the global average. The global population shows a more Increase in Working-Age Travelers: Substantial growth 41- 50

spread distribution across middle-age groups (up to 60), in the Muslim population within the 21-50 age range by 51- 60

with larger proportions than the Muslim population in older 2035 points to a growing segment of economically active 61- 70
categories. and independent travelers. This group is likely to seek a 71- 80

Looking at the projected changes between 2025 and 2035, wider variety of travel experiences, including leisure trips, 81- 90

the Muslim population is expected to see increases across business travel, and potentially more adventurous or 91- 100

most age groups. Notably, there will be substantial growth specialized forms of tourism. 0 500 1000

in the middle age groups (21-30, 31-40, 41-50), which are Rising Demand from Older Travelers: The significant
Population (in Million)
prime demographics for economic activity and travel. projected increase in older Muslim age groups (51+) will
Furthermore, the Muslim population is projected to also create greater demand for travel products and services Increase / Decrease of Population by Age Group (2025 to 2035)
experience significant percentage increases in the older that prioritize comfort, accessibility, health considerations,
age brackets (51-60, 61-70, 71-80, and above). and slower-paced itineraries. Spiritual and cultural tourism, 0- 10

The global population from 2025 to 2035 is projected to including Hajj, Umrah, and visits to historical Islamic sites, 11- 20

see a decrease in the youngest age group (0-10), with will remain important and need services tailored to older 21- 30

significant increases concentrated in the older age groups pilgrims and tourists. 31- 40

Age Group
(61 and above). This indicates a clear global demographic Evolving Muslim-Friendly Offerings: To effectively
41- 50

shift towards an older population, which will influence capture this growing and diversifying Muslim travel
51- 60

various sectors. market, the industry must continue to expand and refine
61- 70

its Muslim-friendly offerings. The increasing number 71- 80

Implications for the Travel Industry of travelers across different age groups necessitates an 81- 90

approach that caters to the specific needs of the three 91- 100+

Young Market Drivers: The large base of young Muslims in groups alike. -50 0 100 150
2025 signifies a dynamic future market. As these individuals Population (in Million)
transition into young adulthood and middle age by 2035,
Muslim Population Rest of the World Population

Muslim Women Data Sources,

46
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Top 30 Muslim Outbound Markets: An Economic Overview of Global Travel

This infographic provides an

The Top 21 OIC Outbound Markets - Represent 84% Of The Total Muslim Outbound Market overview of the top 30 Muslim
Bahrain outbound travel markets, charting
Nigeria Egypt Jordan Oman Qatar
Bangladesh Algeria Azerbaijan UAE the relationship between a
Malaysia
Uzbekistan Morocco Indonesia Kazakhstan Kuwait destination’s economic strength
Pakistan Iran Tunisia Türkiye Saudi Arabia and its travel behaviors. By
mapping each economy’s GDP
GDP PER CAPITA (USD) 2000 3500 4500 12,500 per capita against its share of the
global Muslim population and
outbound travel expenditure, it
% of the Global 26% 13% 14% 6% 2% distinguishes between different
Muslim Population
market archetypes. This illustrates
% of the Global Muslim 11% 14% 10% 17% 32% the significant spending power of
Outbound market high-GDP nations like Saudi Arabia
and the UAE, which command a
large market share, versus populous
countries such as Indonesia and
The Top 9 Non-OIC Outbound Markets - Represent 15% Of The Total Muslim Outbound Market Malaysia, which represent high-
volume growth markets.
India Russia Italy Germany USA
UK Singapore
France Netherlands

GDP PER CAPITA (USD) 2000 15,000 35,000 50,000

% of the Global 11% 2% 1% 1% 1%
Muslim Population

% of the Global Muslim 2% 3% 1% 7% 2%

Outbound market

Muslim Women Data Sources,

47
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

The Muslim Travel Market: Surging Past Recovery into a New Era of Growth

The global Muslim travel market is demonstrating exceptional Key Catalysts Driving Market Growth:
dynamism, having decisively moved beyond post-pandemic
recovery into a phase of growth. The year 2024 has been pivotal, Growing Demand for Halal-Conscious Travel: There is an increasing global trend towards Muslim-friendly and Halal
establishing a new high-water mark for the sector and underscoring assurance for a wide array of tourism services, including restaurants, hotels, and attractions. This development is
its increasing importance in the international tourism landscape. notable even in non-Muslim majority destinations, significantly broadening the range of appealing destinations for
Muslim travelers.
2024: Landmark Achievement and Full Market Resurgence
International Muslim arrivals in 2024 reached a remarkable 176 Technological Innovation Enhancing Travel Experiences: Advancements in technology are making travel more
million. This figure not only signifies a complete recovery but also accessible and personalized. Specifically, of Artificial Intelligence (AI) powered travel planning is playing a key role in
a significant advancement for the market, representing a 10% helping Muslim travelers find and customize itineraries that align with their unique needs, values, and preferences.
increase over pre-pandemic levels (2019) and an impressive 25%
growth from 2023. This milestone firmly establishes 2024 as the 200
year the Muslim travel sector overcame previous disruptions and
embarked on a strong growth trajectory, setting a new baseline for
future development. 150

Future Outlook: Sustained Expansion from 2025 Onwards

Arrivals (million)
The strong performance of 2024 is paving the way for continued
positive momentum. Projections for 2025 indicate that Muslim
100
245 million
international arrivals will continue to rise to 186 million. Looking arrivals
ahead, the market’s upward trend is expected to be sustained, with
long-term forecasts estimating 245 million arrivals by 2030. This
50 USD 235
substantial increase is anticipated to be accompanied by a traveler
Billion
expenditure reaching USD 235 billion in the same year, highlighting
the sector’s growing economic influence.
0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
2030
Year

Muslim Women Data Sources,

48
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Comparative Analysis: Global and Muslim Travel Arrivals by Region

Total Arrivals by Region Muslim Arrivals by Region

Africa Africa

Americas Americas
Region

Region
Asia Asia

Europe Europe

Oceania Oceania

0 200 400 600 800 0 200 400 600 800

Total Arrival (M) Total Arrival (M)

All five regions recorded an increase in total tourist arrivals compared to 2023. Asia cultural and natural attractions, and growing outbound travel from within the region
experienced the most significant growth, adding over 154 million new arrivals, itself, especially from China, India, and Southeast Asia.
followed by moderate increases in the Americas and Europe. Oceania demonstrated
the highest relative growth at 43%, although it remained the smallest region in Muslim inbound travel also revealed distinct regional dynamics. Asia remained the
terms of absolute numbers. Europe retained its position as the top destination for leading destination, drawing nearly 120 million Muslim visitors, supported by the
total arrivals, accounting for nearly half of all global travel in 2023, but its growth was region’s proximity to large Muslim populations, strong Halal tourism infrastructure,
limited to 3.5%. and growing awareness of the Muslim travel market. The presence of OIC destinations
such as Malaysia, Indonesia, the UAE, and Saudi Arabia, naturally positions Asia as
The analysis shows that global tourist arrivals by region are still led by Europe, with the primary destination. At the same time, non-OIC destinations like Singapore,
over 600 million visitors, followed closely by Asia with over 500 million. Together, Japan, South Korea, and Thailand have made significant strides in catering to Muslim
these two regions account for the bulk of global tourism. Both continue to lead due needs. Europe followed with over 40 million Muslim arrivals. Africa’s total of over 15
to their strong destination marketing and well-established global appeal. Europe million Muslim tourists is driven by the region’s religious heritage sites and growing
is home to many of the world’s most iconic landmarks, cultural heritage sites, and investment in faith-based tourism. In contrast, the Americas and Oceania regions
historical cities, supported by consistent branding and extensive infrastructure. received smaller shares of Muslim travelers, highlighting opportunities for these
Meanwhile, Asia’s continued rise in tourism is driven by a mix of affordability, rich regions to enhance their Muslim-friendly services and visibility.

Muslim Women Data Sources,

49
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Deep Dive into Intra-OIC Tourism Trends

The percentage share of global arrivals to OIC destinations has gradually increased Arrivals to OIC Destinations Non-OIC Members OIC Members
from 15% in 2020 to 18% in 2024, a positive trend indicating the growing
competitiveness and appeal of OIC tourism offerings. OIC destinations witnessed 200

a steady increase in arrivals from both member and non-member states, reaching
over 250 million total arrivals, a 9% increase from 2023. The incline has been 150

Arrivals (In Millions)

particularly strong from non-OIC members, which contributed around 64% of
arrivals to OIC destinations in 2024, showing that interest in OIC destinations from 100

outside the bloc has remained consistent. A decline in arrivals from member-to-
member travel in the past year suggests that there is room for improvement in 50
strengthening intra-OIC connectivity and cooperation in tourism facilitation.
In 2024, arrivals to non-OIC destinations reached 1.15 billion, four times higher 0
2019 2020 2021 2022 2023 2024
than OIC destinations. The gaps between the arrival compositions to OIC and Year
non-OIC destinations are not only due to volume, but also the disparity of tourism
development. While non-OIC destinations attract significantly more visitors,
the relatively low numbers to OIC destinations suggest untapped potential and
highlight the need for strategic efforts to put them on the global radar. Tourism Arrivals to Non-OIC Destinations Non-OIC Members OIC Members

infrastructure, branding, accessibility, and diversified offerings need to be 200

developed to compete with popular tourist destinations in Europe, East Asia, and
the Americas that have better infrastructure and a long-standing reputation as
150
popular destinations. Bridging this gap will require coordinated action among

Arrivals (In Millions)

OIC members through joint marketing campaigns, investment in diverse tourism
infrastructure, easier cross-border travel, and leveraging cultural and religious 100

commonalities to boost both intra-OIC and global appeal.

50

0
2019 2020 2021 2022 2023 2024

Year

Muslim Women Data Sources,

50
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Assessing Travel Intent of Muslims

CrescentRating launched the Muslim Travel Intent Tracker (MTIT) in 2023 to monitor the travel Changes in MTTT Score
intentions of Muslim tourists over time. The travel intent is evaluated monthly through surveys 82
82.1 81.8

of Muslim consumers. The insights gathered allow companies and destinations to stay updated
on current trends, anticipate future needs, and identify opportunities for growth in the Muslim 79.9
80
tourism industry. An algorithm calculates the MTIT score, which indicates the urgency of future 79.0

MTIT Score
travel intentions across different time periods. 78.0
78.3
78 78.5
78.0

Analysis of MTIT Scores from January to December 2024: 76

76.1
75.6

Winter 2024 (January–March): Travel intent began the year at 76.1 in January but declined 74.1
slightly to 75.6 in February and dropped again to 74.1 in March. This downward trend aligned 74
Jan 2024 Mar 2024 May 2024 Jul 2024 Sep 2024 Nov 2024
with post-holiday financial caution, adverse winter weather, and the onset of Ramadan
Year
in March. The start of the year reflected a shift in priorities toward community support and
spiritual preparation for Ramadan.
Spring 2024 (April–June): Travel interest climbed steadily, with April peaking at 79.0, buoyed
by Eid Al-Fitr travel and improved weather. By June, the score softened slightly to 78.0,
impacted by the Hajj pilgrimage and families waiting for school holidays to begin. The period
still maintained strong travel sentiment due to seasonal and faith-related factors.
Summer 2024 (July–September): This season witnessed the strongest travel intent of the
year. July recorded a score of 78.8, followed by a year-high of 82.1 in August, fueled by summer
vacations and favorable conditions. Although September dipped to 78.5, the score remained
robust, with many travelers taking advantage of late-summer and early-autumn opportunities.
Autumn to Year-End 2024 (October–December): The score rebounded to 79.9 in October,
benefiting from off-peak travel incentives and cultural activities. November saw a slight decline
to 78.3, reflecting a transitional pause before the holiday rush. Finally, December closed the
year strong at 81.8, driven by year-end holidays, family reunions, and Umrah travel which
making it the second highest monthly score of 2024.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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MUSLI M D E MOGR A PHI C S & T R AV EL M A R K E T EC O N OMY

Unlock the Potential of the Muslim Travel Market with CR MAPS

CrescentRating Market Analytics Performance Solutions (CR MAPS) serves as a source

of business intelligence specifically tailored to the global Muslim market. This platform
provides data and insights that can empower destinations and businesses to make
informed decisions and anticipate emerging market trends. With its first phase now
launched and accessible to the public, CR MAPS equips organizations with the tools
they need to strategically navigate the evolving landscape of this dynamic market.

Access & Analyze Data

Access timely data and analysis on the Muslim population, socioeconomic factors,
and the evolving Muslim travel market. Learn about the criteria used in the latest
Global Muslim Travel Index and explore our comprehensive database. Discover a
wealth of information at global, regional, and country levels to gain valuable insights.

Identify & Visualize

Quickly assess key statistics and build powerful analyses using our advanced metrics
and filters. Our interactive platform helps visualize data effectively, transforming
insights into actionable reports.

Strategize & Grow

Align organizational objectives with the significant growth potential of the Muslim
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performance, and adjust approaches to maximize their reach.

Who Can Benefit?

The CrescentRating Business Intelligence platform is tailored to meet the market
research needs of organizations of all types and sizes worldwide. Whether you are
a tourism board, research agency, or academic, this database can support your
requirements.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
08 GMTI 2025 Overview
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GMT I 20 2 5 OVERV I EW

The DNA of GMTI: ACES Framework

The CrescentRating ACES model, established in 2017, evaluates destinations’ Muslim-friendliness in

four areas for travelers. Since its introduction in 2017, the ACES framework has firmly established itself
as the foundational DNA of the Global Muslim Travel Index (GMTI). Serving as the essential backbone
of the assessment methodology, ACES continues to guide the analysis, ensuring that destinations • Visa requirements (5%)
• Connectivity (5%)
comprehensively cater to the specific needs of Muslim travelers. By consistently adapting and refining this
• Transport Infrastructure (5%)
model, it ensures that GMTI remains at the forefront of identifying destinations that provide exceptional
Muslim-friendly experiences, grounded in clear, quantifiable standards.
ACCESS
Access: Ease of access to the destination.
(15%)
Communication: Internal and external communication by the destination, facilitating travelers’ • Prayer places (10%)

SERVICES
planning and navigation. • Halal Dining (10%)

(40%)
GMTI

COMMUNICATIONS
Environment: The overall environment and setting of the destination. • Muslim-friendly Airports (10%)

Services: The range of services provided by the destination to cater to the needs of Muslim
• Muslim-friendly Hotels (5%) ACES • Destination Marketing (5%)

(15%)
travelers.
• Heritage & Experiences (5%) Framework • Communication Proficiency (5%)
• Stakeholder Awareness (5%)
Each of these four key areas is assessed using quantitative measurements across several criteria, and each
criterion score is derived using several sub-criteria. More than 50 data sets are used to compile the GMTI ENVIRONMENT
scores based on the ACES 3.0 model. (30%)

Framework Evolution: Since 2017, the criteria and sub-criteria have evolved to keep pace with the • General Safety (10%)
development of the Muslim travel market, taking into account overall trends in the travel and lifestyle • Faith Restrictions (5%)
space. This year’s model enhancement builds on last year’s initiatives by destinations to drive sustainable • Sustainability (5%)
tourism. • Accessible travel (5%)
• Visitor Arrivals (2.5%)
New Metrics: This year’s model introduces refined metrics to evaluate the fundamental utilities essential • Basic Utilities (2.5%)
for travelers. Specifically, it assesses Internet Penetration to ensure seamless connectivity, the quality of
Basic Sanitation for hygiene and health, access to reliable Basic Drinking Water sources, and the frequency
of Power Losses to guarantee consistent essential services, ultimately aiming to ensure a comfortable and
well-supported environment for travelers throughout their journey.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 OVERV I EW

ACES Criteria Overview - Access & Communication

Access Communication

The Access criteria evaluate the accessibility of a destination from the top 30 The Communication criteria assess a destination’s ability to communicate with and market to
Muslim travel outbound markets. This includes: Muslim travelers. This includes:

Connectivity Communication Proficiency

• Air Connectivity: Assesses the availability and frequency of direct flights • Evaluates the destination’s use of the top 10 languages spoken by Muslim travelers,
between the destination and key Muslim outbound markets. including English, Arabic, Bahasa, Melayu, Urdu, Turkish, Russian, French, Persian, and
• Distance: Considers the geographical proximity, recognizing that shorter German.
distances contribute to easier access.
Destination Marketing
• Land Connectivity: Evaluates land borders with top Muslim outbound
• Examines how the destination promotes Muslim-friendly services, including website
markets, where direct land access contributes to easier travel
content, Halal travel guides, media mentions, and campaigns highlighting Muslim-friendly
Visa Requirements offerings.
• Assesses the ease of obtaining visas, including the types of available and Stakeholder Awareness
specific provisions for Muslim travelers.
• Assesses how well stakeholders understand Muslim travelers’ needs, considering factors
Transport Infrastructure like the Muslim population in the destination, Halal conferences or events, online searches
related to Muslim-friendly offerings, and local awareness of Halal requirements.
• Refers to the convenience and ease of travel within the destination,
considering the quality, efficiency, and variety of transport options. These factors provide insight into a destination’s communication strengths and help improve
its appeal to Muslim travelers.
By considering these factors, the Access criteria provide insights into how accessible
a destination is for Muslim travelers and help identify areas for improvement.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 OVERV I EW

ACES Criteria Overview - Environment & Services

Environment Services
The Environment pillar evaluates a destination’s overall conditions and appeal for Muslim travelers. The Services criteria assess the range and quality of services available to Muslim
This includes: travelers. This includes:

Basic Utilities Availability of Prayer Places and Mosques

• Assesses the availability and reliability of essential services such as internet, sanitation, drinking • Evaluates access to prayer rooms, mosques, and other spaces that support
water, and electricity to ensure a smooth, worry-free experience. religious obligations during travel.

General Safety Availability of Halal Dining Options

• Evaluates a destination’s safety levels, in terms of hate crimes and overall security, ensuring a • Reviews the presence of Halal-certified restaurants or Muslim-friendly menus
peaceful environment for Muslim travelers. that meet dietary requirements.

Faith Restrictions Muslim-Friendly Airports

• Reviews any limitations imposed on Muslims, such as dress code restrictions for Muslim females, • Assesses the Muslim-friendliness of airports, for its availability of prayer rooms,
and how these affect the traveler traveler’s experience and perception of the destination. ablution facilities, and Halal food options.

Muslim Visitor Arrivals Muslim-Friendly Accommodation

• Considers the volume of Muslim travelers as an indicator of the destination’s appeal and • Evaluates hotels and lodgings that provide amenities and services tailored to
suitability. Muslim travelers

Sustainability Heritage Experiences and Attractions

• Evaluates sustainability efforts such as CO2 emissions, renewable energy use, air quality, • Examines historical sites and cultural landmarks with Islamic significance that
heritage preservation, and human development, aligning with Muslim travelers’ ethical values. offer meaningful experiences, providing travelers the opportunity to connect
with their faith and heritage
Accessible Travel
These criteria highlight how effectively a destination caters to the practical
• Assesses convenient access to public transport and open spaces for public use. and cultural needs of Muslim travelers, ensuring the provision of suitable
These factors provide insight into how supportive and appealing a destination’s environment is for accommodations, prayer facilities, dining options and opportunities for cultural
travelers. exploration.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 OVERV I EW

153 Destinations Ranked

The Global Muslim Travel Index continues to expand its

AFRICA ASIA AMERICA EUROPE OCEANIA
coverage to reflect the growing diversity in travel destinations,
striving to provide an inclusive and comprehensive view of Algeria Azerbaijan Argentina Albania Australia
Bostwana Bahrain Aruba Andorra New Zealand
the Muslim travel market. This year, GMTI has expanded its Burkina Faso Bangladesh Bahamas Armenia Fiji
evaluation to include 153 destinations, including Macau, Cabo Verde Brunei Belize Austria
Cameroon Cambodia Bolivia Belgium
Monaco, and Timor Leste. This inclusion further broadens Chad China Brazil Bosnia and Herzegovina
the index’s scope, ensuring that it covers a wide range of Comoros Cyprus Canada Bulgaria
destinations across the globe, including some that were Cote d’Ivoire Georgia Chile Croatia
Egypt Hong Kong Colombia Czechia
previously underrepresented in Muslim-friendly travel Eswatini India Costa Rica Denmark
assessments. Ethiopia Indonesia Cuba Estonia
Gabon Iran Dominican Republic Finland
Gambia Japan Ecuador France
These destinations account for over 98% of Muslim visitor Ghana Jordan El Salvador Germany
arrivals worldwide, making the GMTI a valuable tool for Guinea Kazakhstan Guam Greece
travelers, destinations, and stakeholders. Guinea-Bissau Kuwait Guatemala Hungary
Kenya Kyrgyzstan Guyana Iceland
Lesotho Laos Honduras Ireland
The Global Muslim Travel Index (GMTI) maintains a strong Madagascar Lebanon Jamaica Italy
commitment to the evolving dynamics of Muslim-friendly Malawi Macau Mexico Latvia
Mali Malaysia Nicaragua Lithuania
travel worldwide. Through its comprehensive coverage of Mauritius Maldives Panama Luxembourg
diverse destinations, the GMTI serves as a valuable resource Morocco Mongolia Paraguay Malta
Mozambique Nepal Peru Montenegro
for Muslim travelers seeking environments that cater to their Namibia Oman Puerto Rico Monaco
specific needs, while also providing insights for destinations Niger Pakistan Suriname Netherlands
and industry stakeholders aiming to enhance inclusivity Nigeria Philippines Trinidad and Tobago North Macedonia
Réunion Qatar United States Norway
within the travel sector. The expanded scope of this year’s Rwanda Saudi Arabia Uruguay Poland
index is evidence of GMTI’s dedication to inclusivity and its Seychelles Singapore Portugal
Senegal South Korea Romania
continued efforts to deliver robust, data-driven perspectives Sierra Leone Sri Lanka Russia
on the global Muslim travel market. South Africa Taiwan Serbia
Sudan Tajikistan Slovakia
Tanzania Thailand Slovenia
Togo Timor Leste Spain
Tunisia Türkiye Sweden
Uganda United Arab Emirates Switzerland
Zambia Uzbekistan Ukraine
Zimbabwe Vietnam United Kingdom

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
09 GMTI 2025 Results
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GMT I 20 2 5 RE SU LTS

GMTI 2025 Rankings - Top 20 Destinations

The Global Muslim Travel Index (GMTI) 2025 reveals continued progress in catering to Muslim travelers, GMTI 2025 Change GMTI 2025 Change
with a notable rise in average destination [Link] improvement underscores the growing commitment Destination
Rank VS 2024 Score VS 2024
of destinations worldwide to provide Muslim-friendly travel experiences. 1 0 Malaysia 79 +3
Malaysia retains its top position with a score of 79, an increase of 3 points from 2024, reaffirming its leadership 2 +2 Türkiye 78 +5
through its persistent efforts in providing accessible facilities tailored to Muslim travelers. Türkiye, Saudi 2 +1 Saudi Arabia 78 +4
Arabia, and the United Arab Emirates now share the second spot, each achieving a score of 78. Saudi
2 +3 United Arab 78 +6
Arabia continues to benefit from its religious tourism offerings due to Hajj and Umrah pilgrimages, while Emirates (UAE)
Türkiye benefitted from its rich cultural heritage that appeals to Muslim tourists.
5 -4 Indonesia 76 0
On the other hand, Indonesia’s drop of four 5 +1 Qatar 76 +5
places in the GMTI 2025 ranking, while 7 +1 Oman 74 +8
maintaining its score, suggests that relative
7 +5 Kuwait 74 +9
improvements in other destinations have
surpassed its pace. Jordan and Singapore 9 -1 Jordan 73 +7
also achieved lower ranks, despite an 9 -2 Iran 73 +6
increase in their scores. Brunei experiences 11 -3 Singapore 71 +5
the sharpest decline in ranking, falling
12 0 Egypt 70 +5
seven spots to 15th..
12 +2 Morocco 70 +6
Overall, the GMTI scores this year highlights 12 +5 Bahrain 70 +7
a global push to attract and serve Muslim
travelers, with strong upward trends in the 15 -1 Maldives 69 +5
score and service quality – but also signals 15 -7 Brunei 69 +3
that destinations must continue to evolve 17 -3 Uzbekistan 67 +3
quickly to retain competitive positioning.
18 -1 Pakistan 66 +3
19 0 Tunisia 65 +3
20 0 Azerbaijan 64 +3
20 +2 Lebanon 64 +5

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMTI Ranking Trends (2015-2025)

The GMTI rankings from 2015 to 2025 show both

2015 2016 2017 2018 2019 2021 2022 2023 2024 2025 enduring leadership and dynamic shifts among
the top destinations for Muslim travelers. Malaysia
Malaysia Malaysia Malaysia Malaysia Indonesia Malaysia Malaysia Indonesia Indonesia Malaysia has remained a consistent leader throughout the
Malaysia Malaysia Malaysia decade, reclaiming sole first place in 2025. The
Middle East has taken the lead in the top 10. Türkiye,
Turkiye UAE UAE Indonesia Turkiye Indonesia Turkiye Saudi Arabia, and the UAE have all risen to jointly
KSA KSA
Turkiye UAE occupy second place, reflecting unique strengths
of each of the destinations in catering to Muslim
UAE Turkiye Indonesia UAE Turkiye KSA KSA KSA
travelers through enhanced infrastructure, religious
accommodations, and diversified offerings.
KSA Indonesia Turkiye Turkiye KSA Indonesia UAE Turkiye
Indonesia has dropped from sharing the top
position with Malaysia in 2023 and 2024,
Qatar Qatar KSA KSA UAE UAE UAE Turkiye UAE Indonesia highlighting the increasingly competitive
Qatar landscape. Qatar maintains its stronghold with
the top ranks, showing consistent performance
Indonesia KSA Qatar Singapore Qatar Qatar Qatar Qatar Qatar over time. Oman, which had exited the top 10 in
Singapore
the aftermath of the pandemic, makes a significant
rebound in 2025, joined by Kuwait, which also
Oman Oman Morocco Qatar Morocco Jordan Jordan Jordan Oman reclaims a top 10 position for the first time since
Iran Iran Iran Kuwait
earlier scores.
Jordan Singapore Oman Bahrain Oman Bahrain
Iran Notably, Singapore has also dropped out of the
top 10 in 2025, marking a significant shift. These
Singapore Morocco Bahrain Oman Bahrain Bahrain Bahrain Brunei Jordan developments reflect the dynamic nature of the
Singapore Egypt Oman Iran Muslim travel market, where new leaders are
Uzbekistan Singapore
emerging and long-standing destinations are being
Morocco Jordan Singapore Morocco Singapore Jordan challenged to adapt and innovate to retain their
Oman
appeal.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMTI Performance Matrix (GPM)

The Trailblazers quadrant consists of 32 destinations

leading the way in accommodating Muslim travelers.
These destinations include both OIC and non-OIC
destinations such as Malaysia, Saudi Arabia, Türkiye,
the UAE, Indonesia, Iran, and Singapore. Together, they
welcomed approximately 111 million Muslim visitors,
representing about 62% of total global Muslim arrivals. The
Potential Leaders quadrant includes 17 destinations that
show great promise with their progressive offerings and
services, though they currently attract a lower percentage
of Muslim travelers. This group features destinations like
the United Kingdom, Maldives, Taiwan, and Hong Kong.
Collectively, these destinations attracted around 9 million
Muslim travelers, accounting for roughly 5% of global
Muslim Arrivals.
The Emerging Destination quadrant contains 55 destinations
that are in the early stages of recognizing and addressing
the needs of the Muslim traveler market. Countries such
as South Korea, Kenya, Tanzania, and France are steadily
growing in appeal. Despite being at the beginning of
their development journey, these destinations welcomed
about 20 million Muslim visitors, accounting for 11% of
global Muslim arrivals. Lastly, the Untapped Opportunities
quadrant comprises 44 destinations. These destinations,
including India, Russia, Ethiopia, and Serbia, are currently
under-utilized in terms of their potential to attract Muslim
travelers. Nevertheless, they still drew an estimated 39
million Muslim visitors, representing approximately 22%
of global Muslim arrivals.

Muslim Women Data Sources,

61
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 RE SU LTS

Leading Muslim-Friendly Destinations

Malaysia Türkiye Saudi Arabia United Arab Indonesia

Emirates
Malaysia has played a proactive Türkiye provides a rich cultural Saudi Arabia has expanded Tourism in the United Arab Indonesia offers a rich cultural
role in developing policies, and spiritual experience for its vision beyond religious Emirates is a vital component of experience for Muslim travelers,
programs, and certification Muslim travelers. The Turkish pilgrimage to position itself its growing economy, propelled supported by government
systems that ensure safety and government has made strategic as a comprehensive travel by strategic initiatives like the initiatives. The Masterplan
quality across the country’s investments to enhance its destination. Under the UAE Tourism Strategy 2031. Ekonomi Syariah Indonesia
Halal tourism sector. Malaysia rich Islamic cultural heritage framework of Vision 2030, the The UAE offers an environment (MEKSI) positions Halal tourism
sets a benchmark for how and has launched promotional country has launched a series of that seamlessly blends Muslim- as a key driver in the growth
destinations can integrate campaigns targeting Muslim- initiatives aimed at diversifying friendly services and modern of the Islamic economy, with
inclusivity into their national majority nations in the Middle its tourism sector, opening up luxury. efforts focused on certification,
tourism strategies. East, Southeast Asia, and to international visitors, and infrastructure, and international
beyond. promoting its rich heritage, For Muslim travelers, the promotion.
Malaysia’s appeal is enhanced cultural diversity, and natural destination features widespread
by its cultural richness and Additionally, Türkiye’s appeal landscapes. availability of prayer facilities Destinations like Jakarta,
Islamic heritage. As a multi- lies in its ability to offer a in public. Halal restaurants Yogyakarta, and Lombok
ethnic, Muslim-majority balance between faith-based The destination features and diverse cuisines cater combine Islamic heritage sites
country, it offers travelers the experiences and leisure. Cities experiences that maintain to dietary needs while with leisure options such as
opportunity to experience like Istanbul, Konya, and Bursa Islamic values, such as modest celebrating Islamic cultures. beaches and shopping. Halal
traditions and festivals in are home to mosques, Islamic fashion-friendly shopping and The UAE also emphasizes food is widely accessible, and
a welcoming and modern museums, and sacred sites family-oriented recreational sustainability, promoting eco- prayer facilities are available
context. Halal options and welcoming visitors to explore. spaces. Saudi Arabia’s position friendly practices in hotels in airports, malls, and major
Muslim-friendly facilities and Meanwhile, Türkiye also boast as a top Muslim travel and attractions. Its inclusive, tourist attractions, making
services are readily available. beaches, malls, and extensive destination in the GMTI is luxurious, and eco-conscious Indonesia a convenient and
This assurance throughout the experiences for travel. Halal cemented by its improvements approach makes it a top welcoming destination for
destination makes traveling food is widely available, and to tourist infrastructure and destination for Muslim visitors. Muslim visitors.
more comfortable for Muslims. prayer facilities are also easily services as well as its inherent
accessible in public areas. religious importance.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 RE SU LTS

GMTI 2025 Rankings - Top 20 Non-OIC destinations

The GMTI 2025 rankings show an exceptional shift in the performance of non-OIC destinations, Non-OIC Change VS GMTI 2025 GMTI 2025 Change
with the average score of the top 20 rising by over 6%. These improvements reflect the growing Destination
Rank 2024 Rank Score VS 2024
efforts of destinations to cater to Muslim travelers through better services and inclusive 1 0 11 Singapore 71 +5
offerings. Singapore remains the top-ranked destination, improving its score to 71, while the
United Kingdom and Hong Kong follow closely, both scoring 63 with Hong Kong gaining a 2 0 22 United Kingdom 63 +5
(UK)
notable 10-point increase.
3 +1 23 Hong Kong 62 +10
Several destinations made strong gains this year. Taiwan, Thailand, Ireland, Australia, and the 4 -1 27 Taiwan 58 +3
Philippines all improved their scores by 3 to 7 points, showing clear enhancements in Muslim-
5 0 29 Thailand 57 +6
friendly amenities. Destinations such as Spain, Germany, South Africa, and Georgia also posted
consistent improvements, while Japan and South Korea continued to make steady progress in 6 +2 34 Ireland 54 +6
meeting Muslim travelers’ expectations. 6 +2 34 Australia 54 +6
8 +4 36 Philippines 53 +7
Newcomers and fast risers define this year’s
9 -3 38 Spain 52 +3
ranking, with Russia and Canada entering
the top 20 after leaping 16 and 13 spots, 9 -1 38 Germany 52 +4
respectively. New Zealand also made 9 +3 38 South Africa 52 +5
gains, alongside new entrants like Macao. 9 -2 38 Georgia 52 +3
Bosnia and Herzegovina, Tanzania, and
Kenya are just a few examples of places 9 +3 38 Bosnia and 52 +5
Herzegovina
that are part of a larger global trend where
more non-OIC destinations are attempting 14 -6 44 Japan 51 +4
to make themselves more appealing to 15 +1 46 South Korea 50 +5
Muslim travelers and investing in inclusive 16 +16 48 Russia 49 +9
strategies.
16 +13 48 Canada 49 +8
16 +3 48 New Zealand 49 +7
16 +1 48 Tanzania 49 +5
16 +1 48 Kenya 49 +6
16 New 48 Macao 49 New

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMTI Non-OIC Ranking Trends (2015-2025)

The analysis of the GMTI rankings for non-OIC destinations

2015 2016 2017 2018 2019 2021 2022 2023 2024 2025 from 2015 to 2025 reveals a decade of consistent progress
and growing awareness in attracting Muslim travelers.
Singapore Singapore Singapore Singapore Singapore Singapore Singapore Singapore Singapore Singapore Singapore has held the top spot every year, reflecting
its strong infrastructure, accessible Halal offerings, and
consistent support for inclusive tourism. The United Kingdom
Thailand Thailand Thailand Thailand Thailand Taiwan Taiwan United Kingdom United Kingdom United Kingdom
United Kingdom
has also demonstrated stable performance across the years,
consistently ranking in the top three and reinforcing its
United Kingdom United Kingdom United Kingdom United Kingdom Japan Thailand Taiwan Taiwan Hong Kong reputation as a reliable destination for Muslim-friendly travel.
United Kingdom
Over the years, several destinations have made significant
South Africa South Africa South Africa Japan Taiwan Thailand Thailand Hong Kong Taiwan progress in the rankings. Hong Kong has shown remarkable
improvement, consistently rising over time. Taiwan, which
first entered the top rankings in 2016, has steadily climbed
France Hong Kong Hong Kong Taiwan United Kingdom Hong Kong Hong Kong Hong Kong Thailand Thailand to secure the fourth position in 2025. This ascension can be
largely attributed to its strategic efforts in obtaining Muslim-
Belgium France Japan Hong Kong South Africa South Africa Japan Japan Georgia Ireland
friendly certifications and implementing promotional
South Africa Spain Australia campaigns. Thailand has remained a consistent player
throughout the decade, maintaining a position in the top
Hong Kong Taiwan Taiwan South Africa Hong Kong Japan Germany five by continuously enhancing its services. Meanwhile,
Philippines
South Africa
South Africa’s ranking has fluctuated but has remained
Spain prominent by adapting its offerings to meet changing
USA Japan France Germany South Korea France Philippines Australia Philippines traveler expectations.
Germany USA Germany
Philippines Ireland The latter part of decade also saw the rise of new and
USA Japan
emerging destinations. Destinations such as the Philippines,
Spain Sri Lanka Spain France France Spain
Germany
Spain, Ireland, Georgia, and Bosnia and Herzegovina gained
South Africa recognition in the rankings, reflecting their growing interest
Georgia
Bosnia and
in Halal tourism. Their inclusion signals a broader shift in the
Herzegovina global travel landscape, where a wider range destinations
Taiwan USA USA Australia Spain Australia are actively investing in inclusive travel experiences to better
Spain accommodate Muslim visitors.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMTI Performance Matrix (GPM) - Non-OIC Destinations

For the non-OIC destinations, there are four standout

destinations in the Trailblazers quadrant, excelling
in accommodating Muslim travelers. These include
Singapore, Georgia, Thailand, and Bosnia and
Herzegovina. Together, they welcomed approximately
10.4 million Muslim visitors in 2024, accounting for
about 5.8% of the total global Muslim arrivals. The
Potential Leaders quadrant for non-OIC destinations
includes eight promising destinations, such as the
United Kingdom, Hong Kong, Taiwan, Australia, Ireland,
the Philippines, Germany, South Africa, Spain, and
Japan, with progressive offerings and services. These
destinations attracted approximately 7.3 million Muslim
travelers, representing 4.1% of the global Muslim arrivals.
The Emerging Destination quadrant for non-OIC
destinations includes 68 destinations, such as Kenya,
South Korea, France, and New Zealand, that are at
various stages of recognizing and addressing the needs Bosnia
of the Muslim traveler market. Despite that, these
destinations drew around 13.5 million Muslim visitors,
accounting for 7.5% of total global Muslim arrivals.
Lastly, the Untapped Opportunities quadrant for non-
OIC destinations comprises 24 destinations. Although
currently under-utilized in terms of their potential to
attract Muslim travelers, destinations such as India,
Russia, Ghana, and Sri Lanka still drew around 10.8
million Muslim visitors, representing approximately 6%
of global Muslim arrivals.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Leading Muslim-Friendly Destinations - Non-OIC

Singapore Hong Kong United Kingdom Taiwan

The RIDA Impact Score (RIS) is a key tool that In 2024, the Hong Kong government The United Kingdom has established In recent years, Taiwan has
operationalizes the RIDA framework, offering made a strategic move to embrace itself as a premier destination for become a vibrant Muslim-friendly
the clarity, data, and insight needed for the Muslim travel market as a part of Muslim travelers. Many major cities destination, ranking consistently
stakeholders to apply it effectively and deliver its tourism diversification efforts. This provide a variety of Halal food options, among the top five destinations
more competitive and meaningful travel initiative has quickly made Hong Kong ranging from street food to upscale in the non-OIC category since
experiences. more welcoming and accessible for dining experiences. Accessible prayer 2018. This reflects its dedication to
Muslim travelers. facilities are available, with notable welcoming diverse travelers.
Singapore continues to be the top-ranked mosques such as the London Central
destination in the Global Muslim Travel Index Since June 2024, over 60 establishments Mosque in Regent’s Park and Green The island boasts over 230 Halal-
(GMTI). The city-state offers extensive Muslim- have earned Muslim-friendly Lane Masjid in Birmingham. certified restaurants and hotels
friendly services and manatees, including a accreditation from CrescentRating, while recognized by the Chinese Muslim
rich Halal culinary scene with many MUIS- more than 180 restaurants have achieved The UK’s rich historical and cultural Association, many with separate
certified options, spanning Malay, Middle Halal certification from the Trustees of the heritage further enhances its appeal. kitchens to ensure strict dietary
Eastern, Indian, and Western cuisines. Islamic Community Fund of Hong Kong, Iconic landmarks, museums, castles, compliance. Prayer rooms are
offering visitors authentic and diverse and picturesque countryside create available at major transport hubs
The nation also leads in sustainability through dining options. an enticing mix of adventure and and tourist sites, enhancing the
initiatives such as the GSTC partnership and exploration. The incorporation of Muslim travel experience.
the MICE Venue Playbook, aligned with the The Hong Kong Tourism Board (HKTB) Muslim-friendly services within this
Singapore Green Plan 2030. Technological has actively engaged local stakeholders, broader tourism framework highlights Taiwan’s “Salam Taiwan” initiative
innovations, such as Changi Airport’s SMART resulting in more Muslim-friendly the destination’s diversity and offers a comprehensive online
airport vision, enhance efficiency and amenities and campaigns like “Jelajah inclusivity. platform and hosts events like
personalization for travelers. Hong Kong” to promote the city’s appeal. “Muslim Experience Day,” where
However, the recent rise in negative visitors can savor delectable
With its focus on innovation, sustainability, By combining unique cultural experiences media and public narratives regarding Halal cuisine and explore scenic
and cultural respect, Singapore continues to with a growing commitment to Muslim- Muslims may influence how Muslim areas such as Yilan and Miaoli.
set the global standard for Muslim-friendly friendly services, Hong Kong is emerging travelers view the UK. These efforts showcase Taiwan’s
destinations. as a key destination in the global Muslim commitment to inclusivity and
travel market. cultural diversity.

Muslim Women Data Sources,

66
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Rising Muslim-Friendly Non-OIC Destinations

Philippines Thailand Ireland Spain

The Philippines is steadily Thailand continues to grow as a Ireland is gradually emerging as a Muslim- Spain is enhancing its appeal as a
positioning itself as a Muslim- leading Muslim-friendly destination friendly destination in Europe, with a Muslim-friendly destination, especially
friendly destination by in Southeast Asia, offering cultural growing number of Halal dining options, through its rich Islamic heritage in
strengthening its capacity to richness, warm hospitality, and prayer spaces, and cultural experiences. Andalusia, home to cities like Malaga,
welcome Muslim travelers. Efforts expanding Halal services. It welcomes Major cities host mosques and Islamic Cordoba, and Granada. This heritage,
focus on improving accessibility millions of Muslim travelers annually centers, ensuring Muslim travelers have combined with growing Halal services,
to Halal food and integrating with comfort and ease. access to key services in a welcoming makes Spain increasingly attractive to
Muslim-friendly features at key environment. Muslim travelers.
tourist sites. To support this growth, the Tourism
Authority of Thailand (TAT) has Institutions like the Islamic Cultural Centre The country has developed Muslim
Tourism authorities have introduced Muslim visitor guides of Ireland in Dublin and the Cork Islamic visitor guides for key regions and
prioritized Halal tourism, for cities like Bangkok, Phuket, and Cultural Centre offer religious services, launched promotional campaigns,
launching initiatives to expand Chiang Mai, highlighting Halal education, and community programs. The including roadshows targeting Muslim-
Halal-certified dining and dining, prayer spaces, and inclusive Islamic Foundation of Ireland oversees majority markets. These efforts highlight
accommodations while educating stays. Halal certification, helping ensure food Spain’s readiness to accommodate
stakeholders on the needs of standards align with Islamic guidelines. Muslim visitors with ease and respect.
Muslim visitors. Educational programs and Halal Hotels and restaurants are also becoming
certification initiatives further equip more aware of Muslim-friendly needs. Educational initiatives also encourage
With these efforts and the local businesses to cater to Muslim local businesses to adopt Halal practices
promotion of its diverse needs. Paired with Thailand’s diverse Though still developing compared to and provide prayer facilities. With its
culture and natural beauty, the attractions and food culture, these other destinations, Ireland’s initiatives historic landmarks and deep Islamic
Philippines is emerging as an efforts make it a respectful and reflect a clear and growing awareness to roots, Spain offers a culturally meaningful
appealing destination for Muslim appealing destination for Muslim inclusivity and better service for Muslim and faith-friendly travel experience.
travelers in Southeast Asia. travelers. travelers.

Muslim Women Data Sources,

67
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMTI 2025 Rankings - Regional Analysis

As the scores of various destinations have improved, the average GMTI 2025 score for each region
reflects these changes. The top five regions and their leading destinations remain unchanged Regions Average GMTI 2025 Score Top Destinations
from 2024, although each has seen a slight increase in scores. Western Asia and Northern Africa Western Asia 67 Saudi Arabia, Türkiye
continue to lead, largely due to their composition of Muslim-majority destinations and their
understanding of Muslim-friendly needs, including countries like Turkiye, the Gulf Cooperation Northern Africa 65 Egypt, Morocco
Council (GCC) nations, Egypt, and Morocco. Central Asia 60 Uzbekistan, Kazakhstan
Southern Asia 56 Iran, Maldives
Central Asia, remaining in third place, has a high rank for similar reasons, given its extensive Islamic
heritage. This year, Southern Asia has managed to tie with South-Eastern Asia, both averaging a South-Eastern Asia 56 Malaysia, Indonesia
score of 56. Southern Asia boasts the Maldives, which is well-known for its tourism efforts, and Iran, Oceania 52 Australia, New Zealand
a growing destination that emphasizes its rich culture and history. In contrast, South-Eastern Asia’s Eastern Asia 50 Hong Kong, Taiwan
relatively modest increase indicates that greater efforts and collaborative measures are necessary
Northern America 48 Canada, United States of America (USA)
to maintain competitiveness within the Muslim travel market.
Western Africa 47 Senegal, Gambia
Southern Europe 46 Albania, Bosnia and Herzegovina
Western Europe 45 Germany, France
Northern Europe 45 United Kingdom (UK), Ireland
Eastern Africa 43 Comoros, Kenya
Central Africa 42 Cameroon, Chad
Eastern Europe 40 Russia, Bulgaria
Southern Africa 39 South Africa, Botswana
Caribbean 37 Trinidad and Tobago, Aruba
South America 37 Guyana, Suriname
Central America 34 Belize, Costa Rica

Muslim Women Data Sources,

68
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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How the Muslim Population Percentage Influences Scores Across Regions

While a higher Muslim demographic often aligns with elevated GMTI scores— 80.0

as seen in Western Asia (66.7 score, 65.82% Muslim), Northern Africa (64.6 score,
96.69% Muslim), and Southern Asia (56.4 score, 59.58% Muslim)—this trend
isn’t universal. These regions naturally excel due to ingrained Muslim-friendly
Western Asia
infrastructure like prevalent Halal food and prayer facilities. However, the data Northern America
strongly suggests that a region’s commitment to catering to Muslim travelers is a
more critical determinant of GMTI success than merely its local Muslim population 60.0
Central Asia
size. South-eastern Asia Southern Asia

This becomes evident when observing sub-regions that achieve commendable Eastern Asia
GMTI scores despite having very small Muslim populations. Eastern Asia (50.1 Northern America
Southern Europe
score, 1.52% Muslim) stands out as a prime example, showcasing significant NoWestern Europe
Eastern Africa
Western Africa

GMTI 2025 Score

investments in tourism infrastructure, high service standards, and a strategic Middle Africa
40.0
recognition of the growing Muslim travel market. Similarly, North America (48.0 Southern Africa
Eastern Europe
score, 2.31% Muslim) and Oceania (46.8 score, 2.84% Muslim) demonstrate strong Caribbean
GMTI performance. These regions, driven by their developed tourism economies, Central America
are actively providing Halal food options, prayer facilities, and accessible services
to attract the affluent Muslim traveler segment, thereby proving that a large local
Muslim demographic is not a prerequisite for excelling in Muslim-friendly tourism.
20.0

In conclusion, the analysis clearly demonstrates that while a substantial Muslim

population can offer a natural advantage in GMTI scores, it is not a sole or limiting
factor for success. The strong performance of regions like Eastern Asia, North
America, and Oceania, despite their minimal Muslim populations, underscores that
strategic investment in comprehensive tourism infrastructure, a proactive approach
to accommodating diverse religious and cultural needs, and a commitment to 0.0

overall traveler experience are the pivotal elements. This highlights a universal 0.00% 25.00% 50.00% 75.00% 100.00%

truth in the global tourism landscape: understanding and effectively catering to

specific market segments, irrespective of indigenous demographics, is the driving Percentage of Muslim Population
force behind achieving high GMTI scores and fostering inclusive travel.

Muslim Women Data Sources,

69
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMTI 2025 ACES Rankings - Access

In the ACES framework, the Access criterion evaluates how easily a destination can
be reached from the top 30 outbound Muslim markets. These destinations have Top 10 Destinations Air Connectivity (2021-2025)
demonstrated strong performance through improved air connectivity, visa facilitation, in ACCESS Air connectivity has seen steady improvement over the past years,
and investments in transportation infrastructure–key factors in attracting Muslim with destinations expanding direct flight access to major Muslim
travelers. United Arab Emirates outbound markets. The increase in air connectivity scores indicates a
(UAE) strong commitment to enhancing global reach.
The United Arab Emirates (UAE) secures the top position, continuing to lead as one
of the most accessible destinations. This is largely attributed to its extensive global Qatar The top destinations that have expanded routes to accommodate
air connectivity, with major international airlines operating out of world-class airports. increasing demand from Muslim travelers are the United Arab Emirates
Additionally, the UAE’s modern and efficient public transport systems, along with (UAE), Saudi Arabia, Qatar, Oman, and Kuwait.
streamlined and progressive visa policies, ensure a seamless travel experience. Oman
Qatar remains a leading destination with strong accessibility. Its high ranking is Visa Requirements (2021-2025)
supported by strategic investments in air and ground transport infrastructure, favorable Türkiye Visa facilitation continues to improve, with more destinations
visa arrangements, and global visibility through hosting international events. simplifying processes and expanding visa-free or e-visa access to
In third place is Oman, which has maintained a steady position over the years. The
Georgia Muslim-majority destinations. These efforts reflect a broader shift
toward openness and ease of travel for Muslim tourists..
destination continues to enhance its appeal through targeted development of
its tourism infrastructure and by easing visa requirements, making it increasingly Saudi Arabia The top performers that have eased entry requirements are Madagascar,
accessible to Muslim travelers. Malaysia, Suriname, Türkiye, and Tajikistan.

Türkiye ranked fourth, higher than last year, reflecting its continued popularity and Azerbaijan
strong connectivity. Its strategic location at the crossroads of Europe and Asia, coupled Transport Infrastructure (2021-2025)
with an efficient transport network and a wide range of flight options, supports its Malaysia Transport infrastructure remains a consistent strength among top-
position as a key destination in the Muslim travel market. ranking destinations. Destinations like Hong Kong, Singapore, and
Taiwan continue to lead with their world-class urban transport systems,
Georgia enters the top five in 2025. This milestone highlights the country’s rising status China efficient airports, and integrated intercity travel networks. These
among Muslim-friendly destinations, driven by improvements in transport accessibility, destinations have maintained high standards through continuous
simplified visa policies, and increased efforts to cater to the needs of Muslim tourists. innovation, investment in smart mobility, and travel-focused upgrades,
Georgia’s growing awareness of Muslim-friendly services has enhanced its reputation Jordan
enhancing accessibility.
as an emerging destination.

Muslim Women Data Sources,

70
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMTI 2025 ACES Rankings - Communications

The communication category assesses how effectively destinations interact with Muslim
travelers. It evaluates how these destinations promote services that cater to Muslim needs
and how they educate local stakeholders about Muslim travel requirements. This assessment
includes factors such as language accessibility, the visibility of Muslim-friendly offerings, and
the overall awareness of stakeholders regarding the needs of Muslim travelers.

Communications Proficiency: Destination Marketing: Stakeholder Awareness:

This criterion measures how well destinations This criterion examines how actively destinations This dimension assesses the level of awareness
support communication in the top 10 languages promote their Muslim-friendly services and among local tourism stakeholders, including
spoken by Muslim travelers, including Arabic, experiences. It includes dedicated digital platforms, hospitality providers, guides, restaurants, and
English, Bahasa Melayu, Urdu, Turkish, Bahasa downloadable Halal travel guides, Musli-oriented government entities, regarding the needs of Muslim
Indonesia, and others. While real-time AI translation campaigns, and participation in relevant trade travelers. It considers the presence of Muslim
tools are growing in popularity, direct access to shows or familiarization trips. communities as well as efforts to educate the travel
human support and clear information in native industry through workshops, certifications, and
languages remain essential - particularly for Arabic Destinations like Taiwan, Hong Kong, Singapore, policy initiatives.
and English, the two most widely spoken among Spain, Switzerland, and Malaysia distinguished
Muslim travelers. themselves through highly visible, inclusive In 2025, Indonesia, Pakistan, Oman, Tunisia, Türkiye,
marketing. For instance, Taiwan and Hong Kong and Morocco scored well in this area. Their success
In 2025, Jordan, Lebanon, Tunisia, Egypt, and launched interactive Halal travel portals, while can be attributed to measures such as industry-
the United Arab Emirates led in this area. Singapore collaborated with influencers and wide training sessions on Halal dining expectations,
These destinations offer strong multilingual hosted familiarization trips for Muslim travel agents. and partnerships with local organizations to guide
support through trained staff, tourism websites, These initiatives reflect a growing awareness of inclusive service design. These investments not
transportation hub signage, and travel guides. Their the importance of targeted outreach in driving only enhance service delivery but also create a
efforts ensure that travelers can easily navigate awareness and trust among Muslim travelers. welcoming and informed environment for visitors.
services, ask for assistance, and feel culturally
acknowledged throughout their journey.

Muslim Women Data Sources,

71
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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The Role of Muslim Visitor Guides for Destinations

Halal travel guides are becoming essential for destinations Additional Benefits:
around the world, as they promote inclusivity and build In an age where AI-enabled travel planning is
trust with Muslim travelers. These guides enhance the gaining significant traction, specialized Halal Travel
Muslim travel experience by highlighting Halal dining Guides continue to play an important role—not just
options, prayer facilities, and culturally respectful services. in itinerary planning, but more importantly, in brand
In recent years, several destinations have launched building with Muslim travelers.
such guides. CrescentRating and HalalTrip have been
at the forefront of this effort, collaborating with various Brand Image: Developing these guides
destinations to develop and promote these resources for can strengthen a destination’s brand image,
Muslim travelers. positioning it as Muslim-friendly and inclusive.
This can attract more travelers from the Muslim
Macao: The guide presents Macao as an emerging world.
Muslim-friendly destination that blends Eastern and
Western heritage with modern experiences. It highlights Trust and Assurance: Travelers feel safer and
Halal-certified restaurants, including the Indo Pak Curry more confident, especially in non-Muslim majority
House, and emphasizes the availability of prayer facilities destinations, when they have ready access to on-
at the Macao Mosque. Furthermore, the guide points the-go information about their faith-related needs.
out key attractions such as the Ruins of St. Paul’s, Senado
Square, and the Macao Giant Panda Pavilion, all of which Tourism Growth: Muslim visitor guides can lead
serve as welcoming resources for Muslim travelers. to increased tourism by simplifying travel planning
and enhancing the visitor experience. This, in turn,
New York City: The guide highlights New York City as a boosts the local economy and fosters cultural
vibrant Muslim-friendly travel destination, offering diverse exchange.
Halal dining options like The Halal Guys and Junoon, and
prayer facilities at key mosques such as Masjid Manhattan Recognizing the importance of these guides, the
and the Islamic Cultural Center of New York. It features Communication pillar in the ACES framework includes
iconic attractions like Central Park, Brooklyn Bridge, and metrics evaluating destinations that have published
The Met, all within reach of Muslim-friendly amenities, such guides. This highlights the importance of
providing a rich and inclusive experience for Muslim providing transparent and accessible information in
travelers. attracting Muslim travelers.

Muslim Women Data Sources,

72
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMTI 2025 ACES Rankings - Environment

General Safety
The Environment category evaluates multiple facets of a
The General Safety evaluation is crucial for understanding a Sustainability Evaluation
destination’s environment to determine its overall suitability and The Sustainability evaluation assesses destinations’
destination’s safety and security landscape. It assesses several
attractiveness for Muslim travelers. commitment to sustainable initiatives. It is also a key
aspects to determine the overall safety and inclusiveness of
Muslim travelers, focusing on the prevalence of hate crimes, dimension in the RIDA framework. This evaluation
Faith Restrictions hate speeches, and the perception of Islamophobia. encompasses socio-economic, environmental, and
The Faith Restrictions evaluation focuses on identifying and socio-cultural dimensions, providing a view of a
Hate Crimes and Hate Speeches: Hate crimes and hate speech destination’s sustainability efforts.
assessing any limitations or bans that might affect Muslim
targeting Muslims have been on the rise in the past years in
travelers’ ability to practice their faith freely during the journey. Over the past few years, the average scores
several regions across the globe. These acts range from verbal
This includes examining three key areas: Hijab, Niqab, and Ritual for sustainability have shown a positive trend,
harassment and discriminatory language to physical violence
Slaughter restrictions. increasing from 44 in 2022 to 48 in 2025. This
and the defacement of Muslim-associated properties, including
Hijab Restrictions: Some destinations have restrictions on mosques and community centers. Social media and other improvement indicates a growing commitment
wearing the hijab in specific public places, which can influence digital platforms have amplified the spread of hateful rhetoric, among destinations to adopt sustainable practices
the overall perception of religious acceptance and freedom. further fueling an atmosphere of hostility and exclusion. across socio-economic, environmental, and socio-
cultural dimensions.
Niqab Restrictions: Similarly, a few destinations have enacted
bans on the niqab, mainly during airport customs, impacting the Basic Utilities
comfort and freedom of a small minority of Muslim women who Introduced in this year’s ACES framework is the “Basic
wear it. Utilities” criteria to assess the availability and reliability of Accessibility
critical infrastructure for a comfortable and stress-free travel The Accessibility evaluation aims to assess how
Ritual Slaughter Restrictions: Only a few destinations impose experience. It includes services such as internet connectivity, well destinations cater to the diverse needs of
restrictions on ritual slaughter, limiting the availability of Halal clean and well-maintained sanitation facilities, safe and readily travelers with special needs. Efforts to enhance
food options for Muslim travelers. However, in many places, the available drinking water, and electricity. These basic amenities the accessibility of transportation and public
import of Halal slaughtered meat is permitted as a solution. play a central role in ensuring the safety, convenience, and spaces contribute to a more inclusive environment,
well-being of travelers, particularly those visiting unfamiliar allowing travelers with diverse needs to enjoy
There have been some increase in restrictive policies last year, destinations. Reliable essential services not only enhance day-
resulting in a decrease on the average score for faith restriction, their experiences without barriers. As destinations
to-day comfort but also build traveler confidence. Leading non- increasingly recognize the importance of
from 90.6 to 90.4. Despite the small decline, the majority of OIC destinations such as Singapore, Hong Kong, South Korea,
destinations do not impose restrictions and Muslim travelers feel accessibility, noticeable improvements have been
Denmark, and Finland rank highly in this area, offering robust made in this area.
more at ease. infrastructure and dependable utilities.

Muslim Women Data Sources,

73
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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Social Listening Analysis on Destination Safety and Muslim Traveler Perception

The Global Muslim Travel Index (GMTI) utilizes social listening analysis to assess Muslim travelers’ perceptions of destination environments. Analysis
of online news and media sources from the past year indicates trends in public sentiment towards Muslims, a factor that directly influences a IN 2024 8,658
traveler’s sense of security and welcome. CAIR received a total of 8,061

Understanding the Landscape: Data-Driven Insights for the Muslim Traveler 8,658 6,144
6,720
For Muslim travelers, an awareness of the social climate is essential for making informed destination choices and ensuring a positive travel experience. COMPLAINTS
3,156
The following data points, derived from social listening analysis, offer insights into regional trends: Employment discrimination
Europe: Data from 2024 highlights varying conditions. Germany, for instance, officially recorded over 1,550 incidents classified as Islamophobic, 1,329
including attacks on places of worship. In France, specific events have continued to fuel public discourse concerning community safety. This
Immigration and asylum cases
information is pertinent for travelers evaluating regional safety.
1,283
North America: In the United States, civil rights organizations noted a record number of anti-Muslim discrimination cases in 2024, signaling an
Education discrimination
increase in such occurrences. In Canada, discussions regarding equitable access to services, such as healthcare for Muslim individuals, point to areas
where inclusivity can be enhanced. 848 2020 2021 2022 2023 2024
Asia-Pacific: In this region, reports indicate the influence of political narratives and misinformation on public sentiment. An Australian report, Hate crimes and incidents Total Complaints Received
for example, documented over 600 Islamophobic incidents between 2023 and 2024. This represents a significant rise from previous years, with a 647 2020-2024
disproportionate effect observed on women and girls. Source: Council on American-Islamic Relations (CAIR) Source: Council on American-Islamic Relations (CAIR)

Global Responses and Destination Preparedness

International and national bodies are implementing measures to address these concerns. These actions Discrimination in the EU of Muslims Discrimination suffered by Muslims in EU
can also inform a traveler’s assessment of a destination’s commitment to fostering a safe and inclusive % of answers (by Muslims and non-Muslims) related to the Data in % from the European Union Agency for Fundamental
atmosphere: previous 12 months
FRA 2022 Eurobarometer 2023
Rights (FRA) report
In the 12 months before the survey
International organizations like the United Nations and the Organisation of Islamic Cooperation (OIC) 60%
are actively promoting initiatives aimed at countering hate speech, particularly in online spaces, and Ethnic or immigration background 30%

Total Arrival
encouraging tolerance. Religion or religious belief 17%

(M)
40%
National-level responses include the United Kingdom’s commitment to increased funding for the Skin color 9%
protection of Muslim places of worship. Similarly, the Australian Human Rights Commission’s proposal Age 6%
for a National Anti-Racism Framework indicates a proactive stance. 20%
Gender 4%
Implications for the Muslim Traveler Disability 2%
The data gathered through social listening suggests that prevailing social sentiments and documented
0% Sexual orientation 1%

Austria

Belgium

Germany

Denmark

Greece

Spain

Finland

Ireland

Italy

Luxembourg

Netherlands

Sweden
incidents will factor into Muslim travelers’ evaluation of destinations. Access to information on such
Gender identity or gender expression 1%
incidents and corresponding policy responses empowers travelers to make more informed decisions.
Other grounds 2%
Region
This analysis also serves as a benchmark for destinations, encouraging the cultivation of environments
that are genuinely safe, respectful, and welcoming to Muslim visitors. Source: European Union Agency for Fundamental Rights Source: European Union Agency for Fundamental Rights

Muslim Women Data Sources,

74
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMTI 2025 ACES Rankings - Services

The Services pillar of the ACES framework evaluates the availability and quality of
services that cater to the specific needs of Muslim travelers.

Prayer Places Halal Dining Muslim-Friendly Airports Muslim-Friendly Hotels

One essential component of OIC destinations are well-catered to meet the Airports are often the first point of contact The average score for this metric in the GMTI
Muslim visitors’ faith-based needs dietary needs of Muslim travelers, with numerous for travelers and play a vital role in shaping has risen, highlighting an upward trend. This
is the availability of prayer spaces. Halal restaurants, food outlets, and grocery stores their overall travel experience. Facilities that progress shows the efforts made by many
OIC destinations are inherently readily available. This extensive availability ensures accommodate the faith practices of Muslim destinations and hotel chains to incorporate
better in this area, but a growing that Muslim tourists can enjoy their culinary travelers can significantly enhance their more inclusive and faith-sensitive offerings—
number of non-OIC destinations experiences without concerns about dietary journey. While airports in OIC (Organization such as Halal food options, prayer facilities, Qibla
are realizing the importance restrictions. of Islamic Cooperation) member countries direction indicators, and the removal of alcohol
of these facilities and working typically meet the needs of Muslim from minibars upon request. By investing
to provide them. The global The average score of Halal dining has significantly travelers, many airports in non-OIC in staff training, adapting amenities, and
travel scene is becoming more increased from last year’s score of 44 to 58, a destinations lack these essential facilities. improving service design, the hospitality sector
hospitable and accommodating clear sign that destinations have recognized The stagnant average score of 35 in this is becoming more responsive and competitive
as more places invest in offering the importance of the Muslim travel market and area suggests that there is considerable in attracting the Muslim travel market.
prayer rooms for Muslim tourists, are making conscious efforts to accommodate. room for improvement..
promoting greater tolerance and Like Singapore, which has long been a leader in
understanding among cultures. accommodating Halal tourism, other major cities Several non-OIC destinations such as Heritage & Experience
like Sarajevo, London, and Sydney, are following Singapore, Hong Kong, Thailand, the The Heritage & Experience metrics measure
The top non-OIC destinations with suit by integrating Halal-friendly options into their Philippines, and South Africa, have unique and enriching experiences for travelers
notable prayer facilities this year are mainstream dining scenes. These developments enhanced their airports to better serve that connect them to the destination and are
Singapore, the United Kingdom, not only enhance the travel experience for Muslim Muslim travelers. These airports excel by memorable. For Muslim travelers, connecting
Bosnia and Herzegovina, North visitors but also promote culinary diversity. offering Muslim-friendly facilities, including with Islamic heritage can offer a more profound
Macedonia, and Australia prayer rooms, ablution (wudu) areas, and and meaningful travel experience. Having
The top non-OIC destinations with improvements Halal-certified food outlets. These amenities options for exploring local traditions, historical
in Halal dining are Singapore, the United help create a welcoming and inclusive landmarks, and Indigenous art forms allow
Kingdom, Bosnia and Herzegovina, North experience for Muslim visitors from the travelers to engage more with a destination’s
Macedonia, and Australia. moment they arrive. identity and values.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
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Destinations Acknowledgements
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GMT I 20 2 5 RE SU LTS

Rising Awareness for Muslim-Friendly Facilities

Hong Kong Hotels Embrace Muslim-Friendly Increasing Muslim-Friendly Services at MICE Philippines’ Megaworld Hotels and Resorts Expand
Hospitality Venues on Muslim-Friendly Facilities
As global Muslim travel continues to grow, Hong Kong’s MICE (Meetings, Incentives, Conferences, and Exhibitions) In the Philippines, Megaworld Hotels and Resorts have
hospitality sector is increasingly responding with greater venues are increasingly enhancing their services to cater recognized the growing demand for Halal and faith-based
cultural sensitivity and inclusivity. Over 60 hotels have to Muslim business travelers. A growing number of venues accommodations and stepped up their offerings across
been rated as Muslim-friendly by CrescentRating, with worldwide are incorporating features such as prayer several of its key properties.
ratings ranging from 3 to 5 stars. rooms, Halal food options, facilities for performing wudu
(ablution), and water-friendly toilets. The group has implemented various facilities and services
Two of the city’s renowned luxury hotels—Island Shangri- tailored to meet the needs of Muslim travelers. These include
La and Grand Hyatt Hong Kong—have recently enhanced In Hong Kong, both the Hong Kong Conference and Qibla direction markers in guest rooms, the availability of
their offerings by providing a comprehensive range of Exhibition Centre and the AsiaWorld-Expo have set up prayer rugs upon request, water-friendly toilets, and a list
Muslim-friendly facilities to meet the unique needs of prayer rooms, Halal food options, and water-friendly of nearby mosques. This is the case for establishments
Muslim guests. Additionally, The Mira Hong Kong has washrooms as part of the city’s efforts to better serve such as Savoy Hotel Boracay, Savoy Hotel Mactan, Grand
hosted Iftar buffets during Ramadan for the first time. Muslim visitors attending exhibitions and conferences. Westside Hotel, and Hotel Lucky Chinatown. All of these
properties offer Halal-certified breakfast menus and have
These enhancements in hotels include prayer rugs Singapore Expo, the largest conference and exhibition dedicated kitchen sections that are also Halal-certified by
available upon request, clearly marked Qibla direction venue in Singapore, offers designated separate prayer the local Halal certification body to ensure strict adherence
in guest rooms, and curated lists of nearby mosques to rooms for males and females, along with a variety of Halal to dietary requirements.
support prayer observance during travel. Many hotels in food options available on-site.
Hong Kong now feature Halal breakfast corners and water- Additionally, Megaworld Hotels has also invested in
friendly toilets, and their kitchens are Halal-certified by the The Queen Sirikit National Convention Center in Bangkok infrastructure. Each featured property offers a designated
local certification body. features elegantly designed separate prayer areas for public prayer space with separate areas for male and female
males and females, as well as several Halal food options. use to maintain privacy. Hotel Lucky Chinatown goes a
These developments signal a positive shift within Hong step further by providing a gender-separated spa facility,
Kong’s hotel sector, acknowledging the growing demand These examples illustrate how many venues are recognizing
the needs of Muslim visitors and implementing suitable taking note of modesty and wellness needs. These efforts
for faith-based travel services and reflecting a deeper reflect Megaworld Hotels & Resorts’ broader commitment
commitment to inclusive, respectful, and globally minded amenities.
to becoming a more inclusive hospitality brand.
hospitality.

Muslim Women Data Sources,

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Destinations Acknowledgements
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GMT I 20 2 5 RE SU LTS

Key Touchpoints of a Muslim Traveler: Discovering Highlights and Opportunities

This page visually illustrates the ACES framework criteria across a traveler’s journey, demonstrating their impact from start to finish. For each stage, the overall average score is
plotted alongside the average scores of various regions. This comparison offers key insights into how different destinations perform relative to one another, highlighting areas
for improvement and providing an overview of the Muslim travelers touchpoints.

Transport
Visa Requirements Accomodation Infrastructure Halal Dining
(40,91) (24,80) (38,98) (15,100)
Connectivity
(91,24)
Sustainability Faith Restrictions
(28,72) (20,100)
Asia
Europe
America
Africa
HOME TRANSPORT TERMINALS TRANSPORT ACCOMMODATION Prayer DINING
Oceania

Communication Stakeholder Accessibility General Safety

Connectivity Airports Proficiency Awareness (12,97) (36,92)
(1,94) (0,80) Prayer Places
(0,92) (0,100) (10,100)

*(Maximum GMTI 2025 score, Average GMTI 2025 score)

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
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of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
10 Muslim Women Friendly
Destinations
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MUSLI M WOME N F R I ENDLY DEST I N AT I O NS

Muslim Women Friendly Destinations

The Muslim Women-Friendly Destination sub-index was launched in the GMTI 2023. As the market
for Muslim women’s travel evolves, more and more Muslim women are traveling in female-only
groups and solo. They are also becoming increasingly influential in trip planning when traveling
with their families. This highlights the importance of creating travel spaces tailored to the needs • Visa requirements (5%)
of Muslim women, acknowledging their growing impact in the travel industry. • Connectivity (5%)
• Transport Infrastructure (5%)
Continuous Influence and Market Potential: Muslim women constitute a significant portion
of the Muslim travel market. This demographic has demonstrated considerable influence,
particularly in family and couple travel scenarios, where their input in planning and decision- ACCESS
making is almost double compared to other travel groups. (15%)
• Prayer places (10%)

SERVICES
Trends and Preferences: Digital platforms and social media have played a critical role in • Halal Dining (10%)

(40%)
GMTI

COMMUNICATIONS
amplifying the voices and visibility of women travelers. This have led to more demand for travel • Muslim-friendly Airports (10%)
and expectations towards destinations that respect cultural, faith practices, and actively support • Muslim-friendly Hotels (5%) ACES • Destination Marketing (5%)

(15%)
women travelers’ autonomy and safety. • Heritage & Experiences (5%) Framework • Communication Proficiency (5%)
• Stakeholder Awareness (5%)
Key Criteria in Destination Assessment: The GMTI assesses Muslim Women-Friendly
destinations using a set of tailored criteria integrated into the ACES model’s Environment ENVIRONMENT
dimension. These criteria focus on: (30%)
Faith Restrictions: Evaluating how destinations accommodate religious practices and attire
without imposing restrictions. • General Safety (10%)
49.3% of • Faith Restrictions (5%) 447 million Muslim
Safety: Ensuring that the destinations are safe for women travelers, addressing concerns • Sustainability (5%) women between the age
from street safety to harassment. the Muslim • Accessible travel (5%)
population are • Visitor Arrivals (2.5%)
of 21 to 50 years, who are
Sustainability: Incorporating sustainable practices that align with the values of Muslim influential in trip planning.
women travelers, such as eco-friendly tourism options and community-based tourism that female. • Basic Utilities (2.5%)

benefits local women.

Muslim-friendliness: The overall Muslim-friendly of the destination derived from the GMTI
scores.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
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of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M WOME N F R I ENDLY DEST I N AT I O NS

Muslim Women-Friendly Destinations - Top 20 Non-OIC Destinations

Considering the environment and overall scoring for ACES, these DESTINATION INDEX SCORE
destinations are among the most secure and safe places for Muslim
women travelers. These destinations are leading in terms of providing Singapore 82
peace of mind by ensuring safety and without any faith restrictions for Hong Kong 81
Muslim women travelers. Ireland 77
Singapore has solidified its status as the leading non-OIC destination, Taiwan 76
showing a slight increase to a score of 82 compared to 2024. The city-
Macau 75
state is known for its exceptional safety, welcoming multicultural
society, and well-developed infrastructure. These features, along with Japan 75
a very Muslim-friendly environment, make it particularly convenient Portugal 74
and secure for Muslim women travelers, whether they are traveling solo
Malta 74
or in groups. Following closely behind are several Asian destinations,
which scored between 73 and 81. This trend underscores the region’s New Zealand 74
overall secure environment, supported by a growing number of South Korea 73
Muslim-friendly facilities.
Slovenia 72
Destinations outside of Asia are experiencing shifts in their rankings, Czechia 72
with places like Slovenia, Australia, and Montenegro making their way
into the top 20. This year, Ireland, Portugal, Malta, and New Zealand are Iceland 72
in the top rankings. These destinations provide safer environments Uruguay 71
that respect diverse faith practices, appealing to travelers who seek
United Kingdom (UK) 71
both comfort and cultural exploration. As awareness of these amenities
grows, Muslim women can discover more locations that cater to Georgia 71
their faith-based needs while ensuring their safety. This makes these Andorra 71
destinations increasingly attractive for respectful and secure travel
experiences. Australia 70
Montenegro 70
Overall, this year shows steady progress in facilitating a better
environment for Muslim women travelers. Chile 70

Muslim Women Data Sources,

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of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M WOME N F R I ENDLY DEST I N AT I O NS

Muslim Women-Friendly Destinations - Top 20 OIC Destinations

This year’s scores provide valuable insights into the progress of OIC DESTINATION INDEX SCORE
destinations in attracting Muslim travelers, especially women. Southeast
Asia continues to lead, with Malaysia scoring 83 and Indonesia at 79. Malaysia 83
This highlights their strong commitment to offering safe, inclusive, Türkiye 80
and faith-aligned travel experiences. The Middle East also remains a Qatar 80
significant player, with Türkiye and Qatar both achieving a score of 80,
joined by high performers such as the UAE, Kuwait, and Saudi Arabia. Indonesia 79
Additionally, the Maldives ranks highly due to its combination of luxury United Arab Emirates (UAE) 79
and Muslim-friendly facilities.
Maldives 79
Central Asia continues to be represented by Uzbekistan, Kazakhstan, Kuwait 78
and Azerbaijan, which are all featured in the top 20 destinations. These
Brunei 77
destinations are enhancing their tourism offerings by improving
accessibility and focusing on cultural sensitivity. Iran and Oman also Saudi Arabia 77
maintain strong positions, scoring 76 due to their combination of safety, Iran 76
local hospitality, and heritage infrastructure. Additionally, Bahrain and
Jordan are making consistent efforts to improve travel readiness by Oman 76
enhancing services and fostering community engagement. Jordan 75

Africa is represented by Senegal and Morocco, both scoring above Bahrain 73

70. Lebanon and Pakistan, while positioned toward the lower end Senegal 72
of the top 20, still provide essential elements that support Muslim-
Azerbaijan 72
friendly travel. Overall, these destinations exhibit varying strengths
but share a common focus on creating welcoming, safe, and spiritually Uzbekistan 71
accommodating experiences for Muslim women. Morocco 70
Lebanon 69
Kazakhstan 69
Pakistan 68

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
11 Muslim-Friendly Accessible
Destinations
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MUSLI M-FRI END LY AC C ESSI B L E DEST I N AT I O NS

Muslim-Friendly Accessible Destinations

To enhance the importance of destinations in promoting accessible travel, GMTI is introducing a new sub-index
this year: “Muslim-Friendly Accessible Travel Destination.” This initiative emphasizes the essential need for travel
environments that cater to the unique requirements of various travelers, particularly those who are physically
challenged, neurodivergent, active seniors, and multi-generational family groups. • Visa requirements (5%)
• Connectivity (5%)
Expanding Influence and Market Significance • Transport Infrastructure (5%)

Accessible travel is a substantial and expanding market, with over 1 billion individuals globally living with some form
of disability UN Tourism. This demographic often travels with companions UN Tourism. The incidence of disability rises ACCESS
with age, pertinent for Muslim travelers on multi-generational family journeys. The market potential is reinforced by (15%)
60% of families willing to pay more for travel options accommodating neurodiverse travelers (TripAdvisor), indicating • Prayer places (10%)

SERVICES
a strong demand for inclusive experiences. • Halal Dining (10%)

(40%)
GMTI

COMMUNICATIONS
• Muslim-friendly Airports (10%)
Evolving Trends and Traveler Preferences • Muslim-friendly Hotels (5%) ACES • Destination Marketing (5%)

(15%)
The trend towards accessible travel harmonizes perfectly with core faith principles, prioritizing human dignity and life. • Heritage & Experiences (5%) Framework • Communication Proficiency (5%)
Despite the considerable market requirement, only 9% of global tourism destinations currently possess accessibility • Stakeholder Awareness (5%)
solutions (UN Tourism) This disparity highlights an opportunity for destinations to innovate and promote genuinely
accessible and Muslim-friendly offerings. ENVIRONMENT
(30%)
Core Criteria for Destination Evaluation
Currently, data on the availability of services and amenities for accessible travel is not widely documented due to • General Safety (10%)
the evolving nature of this field. However, acknowledging the importance of this sector, this year’s sub-index utilizes Only 9% of global • Faith Restrictions (5%) Over 1 billion people
an initial set of data that combines criteria from both the transport infrastructure aspect of the Access dimension
and the safety and accessibility criteria from the Environment dimension. As more data becomes available, it will be
tourism destinations •
•
Sustainability (5%)
Accessible travel (5%)
worldwide live with
incorporated into the ACES framework and reflected in the sub-index.:
are equipped with • Visitor Arrivals (2.5%) some form of disability,
Accessibility: Ensuring an universally accessible environment, catering to diverse needs and ease of navigation accessibility solutions • Basic Utilities (2.5%) representing about
for all travelers. for travelers with 15% of the global
Transport Infrastructure: Assessing the ease of movement within the destination. specific needs.- UN
Safety: Ensuring that the destinations are safe for any travelers, regardless the condition. population.” - UN
Tourism.
Muslim-friendliness: The overall Muslim-friendly of the destination derived from the GMTI scores.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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Muslim-Friendly Accessible Destinations - Top 20 Non-OIC Destinations

In the category of non-OIC Muslim-Friendly Accessible Destinations, DESTINATION SCORE

the Asian destinations of Hong Kong (scoring 84), Singapore (scoring
Hong Kong 84
83), and Taiwan (scoring 75) are leading the rankings. This success is
attributed to their advanced urban infrastructure, world-class public Singapore 83
transportation, and high service standards that contribute to excellent Switzerland 76
accessibility. Additionally, these destinations are well-equipped to Taiwan 75
cater to Muslim travelers. New Zealand 73
European destinations demonstrate strong performance, with United Kingdom (UK) 73
Switzerland (76), the UK (73), Portugal (73), and Nordic nations such as Portugal 73
Finland (72), Luxembourg (72), and Denmark (72) scoring particularly Finland 72
well. These countries benefit from robust accessibility laws, well-
Macau 72
developed public transportation systems, and high-quality healthcare
services. Their commitment to inclusivity often extends to enhancing Luxembourg 72
accessibility in natural landscapes and historical sites. However, their Denmark 72
scores can vary depending on the availability of specific amenities for Japan 71
Muslims and the level of universal accessibility outside major cities. Canada 71
New Zealand (73), Canada (71), Ireland (71), and Australia (70) showcase Ireland 71
a diverse range of destinations with strong scores, often excelling in Austria 71
outdoor activities and nature experiences. This success is attributed to Czechia 70
their generally high living standards and well-developed infrastructure. Australia 70
Similarly, countries like Czechia (70), Germany (68), Greece (68), and
Netherlands 70
Spain (68) are actively working to improve accessibility, particularly
at historical sites. However, they face challenges in retrofitting older Iceland 69
infrastructure to meet these [Link] overall trend indicates that high- Germany 68
scoring destinations combine modern infrastructure with a proactive Andorra 68
approach to inclusivity, leveraging economic incentives, strong legal Greece 68
frameworks, and a growing understanding of the specific needs of
Spain 68
both accessible travelers and the Muslim market.

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
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of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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MUSLI M-FRI END LY AC C ESSI B L E DEST I N AT I O NS

Muslim-Friendly Accessible Destinations - Top 20 OIC Destinations

A closer examination of OIC’s Muslim-Friendly Accessible Destinations reveals a varied DESTINATION SCORE
performance, generally indicating room for significant improvement when compared to the
top-tier non-OIC destinations. While OIC destinations inherently offer a strong Muslim-friendly Qatar 75
environment, the challenge often lies in consistently providing the advanced accessibility Malaysia 74
infrastructure and comprehensive services seen in their non-OIC counterparts, underscoring
Maldives 71
areas for strategic development.
Türkiye 71
The highest scorers within the OIC group are Qatar (75), Malaysia (74), Maldives (71), Türkiye (71),
and Indonesia (70). These destinations, often major tourism players or emerging economies, Indonesia 70
demonstrate stronger efforts in accessible tourism. Qatar and Malaysia, in particular, have United Arab Emirates (UAE) 69
invested in modern infrastructure, including accessible airports (like Hamad International
Saudi Arabia 65
Airport in Qatar), public transport, and accommodations, while also actively promoting their
destinations to a global Muslim audience. The Maldives and Türkiye, popular for leisure and Kuwait 64
cultural tourism respectively, benefit from a natural “Muslim-friendly” environment, but their Oman 63
scores suggest ongoing efforts to upgrade physical accessibility beyond core tourist areas.
Indonesia, a vast archipelago, shows strong commitment, particularly in specific regions, but Brunei 62
faces the challenge of consistent accessibility across all regions. Iran 61

Further down the list, destinations like the UAE (69), Saudi Arabia (65), Kuwait (64), and Oman Jordan 60
(63) highlight the mixed progress within the Gulf region. While these destinations possess Senegal 60
state-of-the-art infrastructure in their major cities, the scores suggest that the integration of
universal accessibility standards may not be as consistently widespread as in the top non-OIC Kazakhstan 57
examples. The lower scores for many other OIC destinations, such as in Central Asia (Kazakhstan Uzbekistan 57
57, Uzbekistan 57) and North Africa (Morocco 57, Tunisia 54, Algeria 53), often point to
Morocco 57
fundamental challenges like limited investment in tourism infrastructure, varying levels of
accessibility legislation enforcement, and less developed public transportation systems that Azerbaijan 56
cater to specific needs. This implicitly highlights that despite their Islamic heritage, these Bahrain 56
nations still have substantial opportunities to enhance their physical infrastructure, train staff,
and provide more comprehensive accessibility information to truly tap into the potential of Tunisia 54
the Muslim-friendly accessible travel market. Algeria 53

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
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of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
12 GMTI 2025 Results Tables
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GMT I 20 2 5 RE SU LTS TA B L ES

GMTI 2025 Results Tables

GMTI ACCESS (10%) COMMUNICATION (20%) ENVIRONMENT (30%) SERVICES (40%)

Visa Transport Infra- Communication Destination Stakeholder General Faith Visitor Halal Heritage & Accomoda-
2025 Rank 2024 Score Connectivity Basic Utilities Sustainability Accessibility Prayer Places Airport
Requirements structure Proficiency Marketing Awareness Safety Restrictions Arrivals Dining Experiences tion

Albania 30 56 19 78 69 16 20 50 96 84 60 49 59 20 85 90 33 10 60
Algeria 23 62 24 42 56 70 4 50 88 76 80 44 52 48 90 100 67 24 72
Andorra 96 40 9 51 96 14 12 4 97 84 100 54 83 3 35 30 0 10 32
Argentina 136 33 2 62 60 3 8 10 94 56 100 51 70 1 40 10 0 9 32
Armenia 103 39 63 71 59 33 4 0 92 70 100 51 64 19 30 30 0 8 24
Aruba 109 38 1 51 70 28 8 0 96 76 100 45 47 1 40 30 17 10 32
Australia 34 54 7 43 77 66 71 20 99 79 80 57 89 9 70 30 46 15 56
Austria 96 40 50 51 83 41 4 20 98 51 26 57 88 17 60 25 9 9 40
Azerbaijan 20 64 81 70 78 25 15 48 93 76 100 54 45 27 75 100 63 20 60
Bahamas 114 37 2 68 59 61 12 4 93 76 100 48 46 1 35 25 0 10 28
Bahrain 12 70 35 69 77 72 24 38 99 76 100 50 38 80 90 100 100 9 72
Bangladesh 26 59 29 57 55 12 9 48 73 76 100 39 27 7 90 100 87 11 68
Belgium 74 44 55 51 70 34 4 12 99 54 44 58 92 8 60 50 20 11 40
Belize 121 36 1 58 59 44 12 4 81 76 100 51 40 1 35 30 0 10 28
Benin 60 46 6 61 74 12 0 20 46 76 100 38 57 15 55 70 33 10 48
Bolivia 132 34 0 72 49 4 0 4 74 76 100 51 54 1 40 25 0 9 32
Bosnia and Herzegovina 38 52 19 63 48 19 12 40 92 84 60 50 69 9 75 80 32 18 60
Botswana 103 39 0 78 65 25 4 2 85 84 100 44 63 1 45 30 0 11 36
Brazil 114 37 6 66 55 2 13 14 89 68 100 64 53 2 45 25 0 17 36
Brunei 15 69 21 69 60 53 30 46 97 92 100 46 43 13 100 100 100 10 80
Bulgaria 81 43 48 51 62 11 4 16 93 70 60 52 77 27 50 50 18 12 36
Burkina Faso 74 44 8 46 53 12 4 38 35 64 100 29 34 14 70 70 33 10 56
Cabo Verde 132 34 5 71 66 1 0 2 78 76 100 37 60 3 25 25 0 10 48
Cambodia 103 39 8 68 56 14 36 8 75 76 100 47 30 6 35 30 27 10 28
Cameroon 60 46 11 56 52 38 2 16 54 76 60 47 46 12 55 90 33 9 44
Canada 48 49 24 42 76 64 4 28 99 67 60 53 84 6 60 50 37 16 56
Chad 60 46 9 40 42 22 4 24 28 76 60 32 14 12 65 70 93 9 52
Chile 103 39 2 61 73 4 12 2 96 84 100 52 82 1 40 25 0 13 32
China 74 44 78 52 89 1 30 10 94 61 34 72 38 41 50 30 19 54 40

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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GMT I 20 2 5 RE SU LTS TA B L ES

GMTI 2025 Results Tables

GMTI ACCESS (10%) COMMUNICATION (20%) ENVIRONMENT (30%) SERVICES (40%)

Visa Transport Infra- Communication Destination Stakeholder General Faith Visitor Halal Heritage & Accomoda-
2025 Rank 2024 Score Connectivity Basic Utilities Sustainability Accessibility Prayer Places Airport
Requirements structure Proficiency Marketing Awareness Safety Restrictions Arrivals Dining Experiences tion

Colombia 109 38 4 76 60 1 14 0 87 76 100 58 78 2 35 25 7 8 36

Comoros 33 55 0 66 43 25 0 40 54 84 100 39 23 5 95 100 53 0 76
Costa Rica 121 36 4 59 58 5 20 4 94 84 100 58 68 1 40 10 0 9 32
Cote d'Ivoire 81 43 9 54 69 18 0 24 66 76 100 41 21 19 50 60 33 10 40
Croatia 96 40 14 51 72 34 4 12 94 70 100 63 72 12 40 25 6 8 44
Cuba 136 33 6 43 48 4 20 6 82 76 100 53 75 3 35 10 0 8 28
Cyprus 57 47 26 51 61 38 20 20 99 76 100 53 80 6 55 70 0 9 48
Czechia 96 40 44 51 75 9 2 6 97 86 100 54 91 13 40 10 0 12 36
Denmark 96 40 33 51 82 41 4 16 99 65 44 55 91 9 50 25 9 8 40
Dominican Republic 121 36 5 65 63 1 16 4 81 76 100 46 42 3 35 10 33 10 28
Ecuador 121 36 1 84 62 19 4 4 80 72 100 53 59 1 40 10 11 9 32
Egypt 12 70 45 67 80 88 37 48 92 72 80 43 16 45 85 100 100 43 72
El Salvador 136 33 2 68 58 4 4 0 71 72 100 53 41 1 35 25 0 10 28
Estonia 86 42 17 51 72 40 8 4 99 80 86 55 83 2 50 10 28 9 40
Eswatini (formerly 136 33 0 61 65 19 4 4 73 76 100 46 30 3 20 30 0 10 32
Swaziland)
Ethiopia 74 44 31 64 67 1 8 18 36 76 100 50 36 16 65 25 43 13 52
Fiji 81 43 1 65 70 20 12 16 83 84 100 48 27 2 45 50 30 10 36
Finland 74 44 21 51 84 33 20 4 99 64 84 58 88 7 50 25 33 8 40
France 53 48 60 51 82 32 12 30 97 36 40 68 76 52 55 50 46 39 36
Gabon 127 35 6 60 43 17 0 12 76 76 100 47 26 8 40 25 17 1 36
Gambia 36 53 5 80 45 2 2 44 46 76 100 37 54 4 90 100 33 9 72
Georgia 38 52 75 83 77 20 0 16 93 72 100 59 80 48 50 50 33 9 40
Germany 38 52 56 51 75 37 44 20 98 49 60 57 86 20 60 50 53 38 52
Ghana 86 42 12 42 62 46 8 16 64 84 100 45 40 13 50 30 33 10 40
Greece 53 48 63 59 69 23 4 24 96 80 86 54 93 37 55 40 13 15 44
Guam 89 41 0 46 70 64 8 8 89 84 100 45 36 0 40 30 33 10 32
Guatemala 143 32 1 68 46 4 0 0 70 76 100 49 26 1 40 10 17 10 32
Guinea 53 48 3 58 43 12 0 40 48 76 100 40 12 15 85 100 17 1 68
Guinea-Bissau 89 41 1 66 38 1 0 24 42 76 100 32 37 24 60 50 33 10 48
Guyana 74 44 1 55 43 71 0 16 81 76 100 45 40 1 55 70 17 0 40

Muslim Women Data Sources,

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10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 RE SU LTS TA B L ES

GMTI 2025 Results Tables

GMTI ACCESS (10%) COMMUNICATION (20%) ENVIRONMENT (30%) SERVICES (40%)

Visa Transport Infra- Communication Destination Stakeholder General Faith Visitor Halal Heritage & Accomoda-
2025 Rank 2024 Score Connectivity Basic Utilities Sustainability Accessibility Prayer Places Airport
Requirements structure Proficiency Marketing Awareness Safety Restrictions Arrivals Dining Experiences tion

Honduras 145 30 1 67 49 4 4 4 69 76 100 47 25 1 30 10 0 9 28

Hong Kong 23 62 20 83 98 31 85 20 100 92 100 49 97 11 65 50 80 10 52
Hungary 109 38 30 51 72 8 4 0 97 48 100 55 72 8 50 25 20 9 40
Iceland 103 39 12 51 66 69 20 2 99 92 84 61 94 4 15 10 0 9 32
India 66 45 49 50 64 15 4 20 70 38 50 49 46 57 65 50 47 62 44
Indonesia 5 76 30 66 79 44 70 80 87 84 100 50 63 24 100 100 100 35 80
Iran 9 73 73 80 53 31 4 40 85 75 100 50 68 89 100 100 100 55 80
Ireland 34 54 26 51 69 72 4 14 92 90 100 54 84 4 60 50 53 9 48
Italy 60 46 51 51 69 9 14 20 95 56 68 67 90 29 50 25 33 51 48
Jamaica 114 37 3 63 56 71 23 4 86 76 100 45 49 1 20 30 0 11 32
Japan 44 51 18 63 98 8 58 8 97 84 100 65 81 15 50 10 67 21 40
Jordan 9 73 68 74 75 94 4 40 96 84 100 46 37 66 90 100 100 31 72
Kazakhstan 25 61 60 84 61 36 4 36 95 82 80 48 50 75 80 90 60 18 48
Kenya 48 49 22 61 67 11 4 36 56 75 100 52 41 9 65 60 47 15 52
Kuwait 7 74 82 61 60 70 27 42 98 84 100 46 58 99 95 100 100 10 76
Kyrgyzstan 30 56 61 81 53 24 3 48 93 74 60 56 51 40 70 90 47 16 56
Laos 136 33 3 64 60 12 8 0 75 84 100 47 23 3 30 25 0 9 24
Latvia 89 41 24 51 58 42 8 0 96 72 66 55 76 2 45 30 27 10 40
Lebanon 20 64 30 69 41 92 8 32 91 76 100 44 26 29 80 100 93 15 68
Lesotho 127 35 0 62 65 17 0 0 65 76 100 48 44 2 45 25 0 10 36
Lithuania 96 40 20 51 71 28 8 0 96 70 100 53 74 3 50 25 9 9 40
Luxembourg 66 45 40 51 89 82 12 10 99 83 68 51 95 4 50 25 0 10 40
Macau 48 49 6 78 98 26 74 8 95 84 100 55 97 5 45 40 17 1 32
Madagascar 121 36 1 91 43 2 4 4 40 84 100 46 30 5 55 25 0 12 44
Malawi 127 35 0 60 51 1 4 12 45 76 100 49 12 6 50 50 0 9 40
Malaysia 1 79 53 91 75 71 70 72 97 92 100 49 65 55 100 100 100 11 80
Maldives 15 69 25 68 70 58 24 48 88 84 100 46 81 5 100 100 87 10 80
Mali 44 51 23 46 53 10 4 40 55 60 100 36 57 15 85 100 33 24 52
Malta 60 46 13 54 59 65 20 4 99 84 100 56 93 5 50 30 17 9 40
Mauritius 53 48 12 82 70 11 20 16 91 84 100 48 56 4 60 50 27 9 48
Mexico 132 34 9 53 60 6 4 6 87 76 100 54 39 7 40 10 0 25 32

Muslim Women Data Sources,

89
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
12
GMT I 20 2 5 RE SU LTS TA B L ES

GMTI 2025 Results Tables

GMTI ACCESS (10%) COMMUNICATION (20%) ENVIRONMENT (30%) SERVICES (40%)

Visa Transport Infra- Communication Destination Stakeholder General Faith Visitor Halal Heritage & Accomoda-
2025 Rank 2024 Score Connectivity Basic Utilities Sustainability Accessibility Prayer Places Airport
Requirements structure Proficiency Marketing Awareness Safety Restrictions Arrivals Dining Experiences tion

Monaco 103 39 9 53 89 34 0 0 99 76 100 50 87 4 40 25 0 0 32

Mongolia 114 37 12 63 46 1 16 4 85 84 100 51 37 3 35 50 0 10 28
Montenegro 81 43 23 63 60 1 20 16 92 84 100 54 69 8 70 25 0 9 52
Morocco 12 70 27 79 65 63 32 54 90 76 80 49 49 24 95 100 100 38 76
Mozambique 89 41 0 75 43 11 0 12 42 76 100 46 55 5 50 50 33 10 40
Namibia 114 37 1 63 74 10 8 0 69 84 100 50 37 2 45 30 0 9 36
Nepal 114 37 24 67 51 24 20 16 64 76 100 50 46 7 40 25 0 10 24
Netherlands 66 45 46 51 92 32 4 22 97 46 60 51 87 14 60 50 14 9 52
New Zealand 48 49 5 46 75 68 39 8 98 90 84 58 91 3 65 25 17 10 52
Nicaragua 136 33 0 77 56 19 4 4 65 76 100 50 51 1 35 10 0 9 28
Niger 48 49 22 41 43 2 0 40 30 76 100 28 20 12 90 100 33 4 72
Nigeria 38 52 18 43 47 61 8 46 60 72 100 40 13 23 70 90 50 9 56
North Macedonia (formerly 66 45 11 57 56 1 12 24 93 84 80 45 58 12 75 50 13 9 56
Macedonia)
Norway 81 43 21 51 81 63 20 16 98 72 64 60 83 4 50 25 0 8 56
Oman 7 74 83 82 82 71 28 56 96 84 100 45 41 28 95 100 100 13 76
Pakistan 18 66 43 58 65 55 2 58 63 72 100 35 35 17 95 100 100 25 76
Panama 127 35 3 67 67 7 8 2 86 76 100 55 52 1 45 10 0 10 36
Paraguay 143 32 0 57 41 4 8 4 81 76 100 56 24 1 35 25 0 10 28
Peru 136 33 2 61 53 4 12 4 79 76 100 54 49 1 40 10 0 10 32
Philippines 36 53 17 78 60 41 62 26 77 75 100 45 28 6 60 50 70 8 48
Poland 89 41 48 51 71 19 0 0 96 66 100 55 84 7 50 25 9 12 40
Portugal 66 45 18 51 79 19 21 8 98 83 100 66 91 11 60 10 20 13 44
Puerto Rico 121 36 1 42 58 33 12 0 92 76 100 46 51 4 45 25 0 9 36
Qatar 5 76 87 72 89 70 32 40 99 84 100 42 74 45 100 100 100 13 80
Reunion 57 47 1 53 70 11 4 4 93 84 100 45 52 4 60 100 3 10 48
Romania 114 37 23 51 62 22 0 8 94 80 100 55 60 6 20 30 3 10 36
Russia 48 49 62 55 55 36 26 26 95 47 80 46 77 53 50 50 37 31 44
Rwanda 89 41 10 76 71 9 0 4 61 76 100 46 60 6 40 75 0 11 32
Saudi Arabia 2 78 91 64 80 64 44 52 97 76 100 50 58 100 100 100 100 38 80
Senegal 27 58 14 71 59 25 0 44 76 76 100 45 75 9 85 100 53 9 64

Muslim Women Data Sources,

90
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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GMT I 20 2 5 RE SU LTS TA B L ES

GMTI 2025 Results Tables

GMTI ACCESS (10%) COMMUNICATION (20%) ENVIRONMENT (30%) SERVICES (40%)

Visa Transport Infra- Communication Destination Stakeholder General Faith Visitor Halal Heritage & Accomoda-
2025 Rank 2024 Score Connectivity Basic Utilities Sustainability Accessibility Prayer Places Airport
Requirements structure Proficiency Marketing Awareness Safety Restrictions Arrivals Dining Experiences tion

Serbia 109 38 18 70 65 34 0 16 94 59 100 53 76 10 50 10 0 9 40

Seychelles 66 45 8 67 52 15 20 4 92 84 100 46 66 6 55 70 0 10 56
Sierra Leone 46 50 1 62 43 60 4 32 39 84 100 42 25 11 60 80 60 10 48
Singapore 11 71 29 77 98 66 77 30 100 90 100 47 88 42 90 70 87 10 56
Slovakia 127 35 11 51 62 10 0 4 93 70 86 52 84 2 40 10 9 9 32
Slovenia 86 42 15 51 63 51 12 12 98 90 100 54 73 6 55 10 0 9 44
South Africa 38 52 13 73 64 20 24 26 85 66 100 42 53 5 65 60 67 14 52
South Korea 46 50 24 57 94 11 52 10 99 81 100 66 70 10 60 25 43 11 44
Spain 38 52 46 52 82 7 65 10 98 80 60 67 79 46 60 25 33 70 48
Sri Lanka 60 46 30 56 59 43 29 28 84 75 60 50 47 11 50 70 30 6 32
Sudan 30 56 27 47 56 61 4 44 39 60 100 33 18 23 95 100 60 9 64
Suriname 89 41 0 89 43 61 12 16 81 76 100 46 32 2 50 10 33 10 40
Sweden 74 44 18 61 81 41 35 16 98 61 84 57 87 14 60 25 7 10 40
Switzerland 53 48 58 51 96 54 16 18 99 61 44 58 88 10 50 50 30 9 40
Taiwan 27 58 12 59 98 26 86 12 99 84 100 44 87 9 65 50 63 10 56
Tajikistan 33 55 38 84 66 26 4 52 70 73 20 53 36 39 70 95 60 15 64
Tanzania 48 49 18 64 67 17 12 20 48 84 100 43 45 7 70 60 33 15 60
Thailand 29 57 46 81 66 19 60 26 96 76 100 54 31 45 60 50 80 9 52
Timor Leste 121 36 21 69 60 25 0 0 62 84 100 39 26 11 30 30 17 0 28
Togo 96 40 3 59 38 14 0 14 62 76 100 42 29 14 55 50 33 10 44
Trinidad and Tobago 74 44 2 62 56 69 21 12 92 76 100 46 43 1 70 30 7 10 52
Tunisia 19 65 35 79 50 92 4 56 84 67 80 45 55 57 90 100 67 27 72
Türkiye 2 78 77 86 76 33 36 56 98 74 100 62 82 71 95 100 100 64 76
Uganda 66 45 7 59 67 3 4 20 36 72 100 50 37 8 65 50 53 9 52
Ukraine 127 35 0 71 59 20 0 12 90 52 100 47 75 5 45 10 15 8 36
United Arab Emirates (UAE) 2 78 92 74 91 87 31 44 99 84 100 51 51 85 100 100 100 11 80
United Kingdom (UK) 22 63 44 54 74 72 33 42 98 58 100 60 90 25 80 70 61 40 56
United States of America 57 47 18 42 81 67 27 30 99 37 100 51 53 20 60 35 37 28 48
(USA)
Uruguay 103 39 0 59 67 15 8 4 93 84 100 61 82 1 40 25 0 9 32
Uzbekistan 17 67 53 77 71 27 54 52 91 84 88 48 34 54 85 90 80 35 60
Vietnam 66 45 20 67 64 36 51 4 92 84 100 51 53 11 45 25 26 10 32
Zambia 109 38 1 76 59 8 12 2 56 84 100 50 28 6 50 25 13 10 40
Zimbabwe 132 34 0 65 48 57 0 6 50 76 100 44 40 2 25 30 0 10 32

Muslim Women Data Sources,

91
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
13 Halal in Travel Awards
GMTI Category
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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H AL AL I N TRAVE L AWA R DS GMT I C AT EGO RY

Halal In Travel Awards - GMTI Category

2022 2023 2024 2025

Top Muslim-Friendly MALAYSIA & Top Muslim-Friendly MALAYSIA & Top Muslim-Friendly Destination Top Muslim-Friendly Destination
MALAYSIA INDONESIA INDONESIA MALAYSIA
Destination of the Year Destination of the Year of the Year of the Year

Top Muslim-Friendly Destination Top Muslim-Friendly Destination SAUDI Top Muslim-Friendly Destination Top Muslim-Friendly Destination
SINGAPORE SINGAPORE ARABIA SINGAPORE
of the Year (Non-OIC) of the Year (Non-OIC) of the Year of the Year (Non-OIC)

Emerging Muslim-Friendly Muslim Women-Friendly Top Muslim-Friendly Destination Most Promising Muslim-Friendly
UZBEKISTAN MALAYSIA SINGAPORE HONG KONG
Destination of the Year (OIC) Destination of the Year of the Year (Non-OIC) Destination of the Year

Emerging Muslim-Friendly Emerging Muslim-Friendly

SPAIN PHILIPPINES
Destination of the Year (Non-OIC) Destination of the Year (Non-OIC)

Inclusive Destination of the Most Accessible Destination

TAIWAN TÜRKIYE
Year (Non-OIC) (by Air) of the Year

Most Accessible Destination Sustainable Destination of

TÜRKIYE JAPAN
(by Air) of the Year the Year

Stakeholder Awareness
INDONESIA
Campaign of the Year

Muslim Women Data Sources,

93
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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H AL AL I N TRAVE L AWA R DS GMT I C AT EGO RY

Muslim Women Data Sources,

94
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
14 Data Sources, Methodology
& Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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DATA SOURCE S, ME T HO DO LO GY & AC K NO W L EDGEME NTS

Technical Notes

Data Collection and Sources • Proxies: In situations where strong similarities exist between destinations in cultural, economic, or travel patterns,
GMTI uses a similar destination’s data as a proxy. This approach ensures that data reflects realistic patterns, allowing one
The data used in the Global Muslim Travel Index (GMTI) is derived in several ways: destination to reasonably represent another.
• Extensive research carried out by CrescentRating’s dedicated team. They collate information from multiple sources.
Data Normalization Techniques
• Data from CrescentRating’s CR MAPS data platform.
• Data from CrescentRating and HalalTrip’s existing studies. GMTI utilizes two primary normalization techniques to ensure that the data is comparable and standardized across diverse
variables: Clipping Normalization and Linear Normalization.
• CrescentRating’s data extraction models are employed to derive specific insights from the collected data.
Clipping Normalization is a technique where a maximum (and possibly minimum) value for a data set is defined, and these
• Small number of data sets based on trusted third-party data & indices.. They include United Nations (UN), World Bank, defined maxima and minima are assigned to any outlier data points that fall beyond these set boundaries. This method is
United Nations World Tourism Organization (UNWTO), United Nations Educational, Scientific and used when dealing with data that contains extreme values or outliers that might distort the overall analysis. By ‘clipping’ these
• Cultural Organization (UNESCO), World Economic Forum (WEF), Our World in Data, Vision of Humanity, Global Innovation outliers to a predetermined maximum or minimum, it is ensured that they don’t disproportionately influence the results.
Index, and IQ Air. Linear Normalization, on the other hand, transforms all data points to fall within a predefined range. This process maintains
• Utilized expert panel opinions from destinations covered in the report to gain their perspective regarding the availability of the original distribution of the data while ensuring all values are within a comparable range. This normalization technique is
Muslim-friendly facilities within the destination particularly used when combining data of different units, scales, or magnitudes, as it brings them all to a uniform scale without
losing their original relational differences.
Data Utilization and Projections
Calculating GMTI Scores
GMTI utilizes data primarily from the current year, with this report incorporating data from 2024 and early 2025. The cut-off date
for data used in this report is the end of March 2024, ensuring the most up-to-date information is included. The calculation of scores for each destination follows a three-step process that is embedded within the ACES Framework.
Data from Recent Years: In some instances, certain datasets may not be available for the current year. In these cases, GMTI The Two-Tiered Approach: Each of the four main categories - Access, Communication, Environment, and Services, comprises
resorts to using data from the most recent previous years. This ensures a comprehensive overview of the travel industry, avoiding two distinct tiers of data. This structured approach ensures that every critical aspect within each category is duly considered.
significant data gaps. Weighted Average Calculations for Subcategories: The individual scores for each subcategory are computed based on a
Two-Pronged Approach: To maintain the comprehensiveness and reliability of the index when specific data for a destination weighted average of the number of data sets contained within that subcategory. This process ensures that each element within
is unavailable, GMTI adopts a two-pronged approach: the subcategory influences the final score, in proportion to its relevance and importance.
• Projections: This method leverages historical data patterns from the destination to estimate current figures. By analyzing Overall GMTI Score Determination: The comprehensive score for each destination, is determined by calculating the
past trends, GMTI provides a calculated and informed estimate, filling in gaps where necessary. weighted average of the four main categories. This final score offers a robust and fair representation of the destination’s Muslim-
friendliness based on access, communication, environment, and services.

Muslim Women Data Sources,

96
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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DATA SOURCE S, ME T HO DO LO GY & AC K NO W L EDGEME NTS

Strategic Navigation with the GMTI Performance Matrix (GPM)

The GMTI Performance Matrix (GPM) continues to be a pivotal analytical tool in the Global Muslim Travel Index, providing essential Low GMTI Scores High
insights into how global destinations perform and tap into the Muslim travel market. By integrating GMTI scores with the percentage 50
of Muslim visitor arrivals, the GPM offers a detailed overview of a destination’s effectiveness in catering to and attracting Muslim High
travelers.

Matrix Configuration
The GPM organizes destinations into four distinct quadrants, each named to reflect the specific characteristics of the destinations Emerging
Trailblazers
within them: Destinations
• Quadrant I - Trailblazers: High GMTI Score / High Muslim Visitor Percentage
• Quadrant II - Emerging Destinations: High GMTI Score / Low Muslim Visitor Percentage
• Quadrant III - Potential Leaders: Low GMTI Score / Low Muslim Visitor Percentage % of
Muslim 12%
• Quadrant IV - Untapped Potential: Low GMTI Score / High Muslim Visitor Percentage visitor
arrivals
These categories enable destinations to clearly understand their current standing in the Muslim travel market and identify strategic
areas for growth and improvement.

Strategic Application Untapped Potential

The GPM serves as a roadmap for destinations to refine their offerings and marketing strategies to better connect with Muslim travelers: Potential Leaders

• Enhancing Services and Infrastructure: For destinations like those in Quadrant II (Emerging Destinations) and Quadrant IV
(Untapped Potential), there is a clear incentive to elevate service quality and infrastructure to better meet the needs of Muslim
travelers and move towards Quadrant I (Trailblazers).
Low
• Focused Marketing and Outreach: Destinations in Quadrant III (Potential Leaders) and Quadrant IV (Untapped Potential) can
benefit from targeted marketing campaigns designed to increase their visibility among Muslim travelers and potentially shift their
position to a higher quadrant.
The midpoint for GMTI scores is set at 50, establishing an industry benchmark, while the midpoint for Muslim visitor arrivals has been
set to 12%.

Muslim Women Data Sources,

97
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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DATA SOURCE S, ME T HO DO LO GY & AC K NO W L EDGEME NTS

Research Team

Tawfiq Ikhtianto
Fazal Bahardeen
Head of Research and
CEO Capacity Building
CrescentRating & HalalTrip
CrescentRating

Denny Andriana Ditra Bulan

Lead Data Analyst Lead Research Analyst
CrescentRating CrescentRating

Vincencius Louis Miranda Khairunnisa

Research Analyst Research Analyst
CrescentRating CrescentRating

Rista Tristanti Data Partner:

Data Analyst
CrescentRating
Share your feedback

Muslim Women Data Sources,

98
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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DATA SOURCE S, ME T HO DO LO GY & AC K NO W L EDGEME NTS

Mastercard powers economies CrescentRating is the world’s HalalTrip’s vision is to be the trusted
and empowers people in 200+ leading authority on Halal-friendly global online platform, catering for
countries and territories worldwide. travel. The company’s vision is Muslim travelers to make inspired
Together with our customers, we’re to lead, innovate and drive this and educated travel choices. It
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unique set of products and services research on the needs of the Muslim
that help people, businesses and traveler to deliver authoritative
governments realize their greatest guidance on all aspects of Halal-
potential. friendly travel to organizations
across the globe.

[Link] [Link] [Link]

Muslim Women Data Sources,

99
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
Halal In Travel Global Summit
May 2026
G lo bal S ummit 2026
Attend the most influential event in the Halal Tourism space.
The industry stakeholders will set the stage for building a
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Contact info@[Link]
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 Halal In Travel Awards
May 2026
Mastercard-CrescentRating GMTI Awards
Muslim-Friendly Service Provider Awards
Halal Travel Personalities of the Year
HalalTrip Travelers Choice Awards
Halal In Travel Awards is
a celebration of the travel
industry players’ efforts to
make Halal travel a seamless
experience. These awards
recognize destinations,
organizations, companies,
and individuals who have
made a considerable impact
on the Muslim lifestyle travel
segment spanning different
categories..
Nominate organizations or
individuals for 2026 awards
To nominate, visit
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M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25

HalalTrip 40 2026
[Link]/halaltrip40-inspiring-muslim-influencers/
10 Editions
of Impact
Trends, Opportunities
and Key Takeaways
Neurodivergent
Travelers
Active Senior
Travelers
The RIDA
Impact Score
Muslim Demographics &
Travel Market Economy
Nomination closes on 25th February 2026
GMTI 2025
Overview
GMTI 2025
Results
Muslim Women
Friendly
Muslim-Friendly
Accessible
GMTI 2025
Results Tables
Halal in Travel
Awards
Data Sources,
Methodology & 102
Destinations Destinations Acknowledgements
M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25

2025

Muslim Women Data Sources,

103
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
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 M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25
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DATA SOURCE S, ME T HO DO LO GY & AC K NO W L EDGEME NTS

CONFIDENTIALITY, DISCLAIMER
AND CONTACTS
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requires prior consent of the publisher. All information contained in this publication has
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CrescentRating and Mastercard accept no liability whatsoever for any loss or damage resulting
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Muslim Women Data Sources,

111
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements
M A S T E R CA R D - C R E S C E N T R AT I N G | G LO B A L M U S L I M T R AV E L I N D E X 2 0 25

Mastercard-CrescentRating

GLOBAL MUSLIM
TRAVEL INDEX
2025

th
Edition

JUNE 2025

Muslim Women Data Sources,

112
10 Editions Trends, Opportunities Neurodivergent Active Senior The RIDA Muslim Demographics & GMTI 2025 GMTI 2025 Muslim-Friendly GMTI 2025 Halal in Travel
Overview Results Friendly Accessible Methodology &
of Impact and Key Takeaways Travelers Travelers Impact Score Travel Market Economy Destinations Results Tables Awards
Destinations Acknowledgements