New research from Mastercard and CrescentRating highlights continued growth in Muslim travel, alongside changing expectations around inclusivity, safety and purpose-led experiences.
The reports, Halal Travel Trends 2026 and Muslim Women in Travel 2026, estimate international Muslim arrivals reached 186 million in 2025 and are projected to grow to 245 million by 2030. Muslim women accounted for 90 million arrivals in 2025, representing 48 per cent of the total, up from 45 per cent in 2019.
The findings point to a shift beyond basic requirements such as halal food and prayer facilities, with travellers placing increasing emphasis on safety, trust and digital access when planning trips.
Asia remains central to this growth. The region attracted nearly 120 million Muslim visitors in 2024, accounting for 65 per cent of global arrivals. Within this, South-east Asia is well positioned, with destinations such as Malaysia, Indonesia, Singapore and Brunei identified as preferred markets, particularly among Muslim women travellers.
The reports highlight the growing influence of Muslim women in shaping travel decisions across segments including family holidays, solo trips and group travel. Safety and comfort were cited as key considerations by 60 per cent of respondents, followed by the availability of Muslim-friendly services.
Digital platforms are also playing a larger role, with 68 per cent of respondents indicating that social media influences their travel choices. AI tools are increasingly used for trip planning, including identifying halal dining options and assessing destination suitability.
A central theme across both reports is the RIDA framework, which outlines four areas for destinations to address: responsible tourism, immersive experiences, digital capability and assurance. The approach is intended to help tourism stakeholders better meet evolving traveller expectations.
“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, senior vice president, customer solutions centre, South-east Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to think about the full traveller journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”
“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, director of operations, CrescentRating. “Muslim travellers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”
