Muslim travel growth accelerates as demand broadens beyond traditional markets

June 19, 2026

The Muslim travel market is growing faster than previously expected, driven by increasingly diverse source markets and a rising preference for regional travel, according to the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2026.

Released at the Halal in Travel Global Summit 2026, the report forecasts Muslim international arrivals will reach 196 million in 2025, exceeding earlier projections by 10 million travellers.

Fazal believes destinations that are trusted before arrival will have a stronger advantage than those relying solely on flights, hotels or halal facilities

CrescentRating has consequently revised its 2030 forecast upwards from 245 million to 262 million arrivals, with annual expenditure expected to reach US$310 billion.

The figures suggest Muslim travel has moved beyond post-pandemic recovery and entered a new phase of long-term growth.

Fazal Bahardeen, founder and CEO of CrescentRating and HalalTrip, said Muslim travel demand is no longer concentrated in a small number of traditional source markets.

According to the report, nearly 90 per cent of Muslim outbound travellers originated from just 30 source markets in 2019. By 2026, that figure had fallen to 77 per cent as demand expanded from emerging and diaspora communities across Europe, North America and East Asia.

For destinations, the shift means traditional market strategies may no longer be sufficient.

“The destinations that win Muslim travel over the next decade will not be the ones with the most flights or the most hotels or even the most halal restaurants. They will be the ones that travellers can trust before they arrive,” Fazal said.

The report also highlighted a growing shift towards what it termed “home-continent mobility”. Rather than cancelling travel plans amid geopolitical tensions, airspace disruptions and economic uncertainty, Muslim travellers are increasingly choosing destinations closer to home that offer greater predictability, convenience and confidence.

South-east Asia is emerging as one of the main beneficiaries of this trend, combining proximity to major Muslim source markets, extensive air links, cultural familiarity and established halal tourism offerings.

Aisha Islam, senior vice president, customer solutions centre, Southeast Asia, Mastercard, stated the region is well positioned to benefit from these shifts.

“As AI becomes more embedded in travel planning, destinations and businesses need to make trusted information, secure payments and Muslim-friendly services easier to discover and act on. For South-east Asia, this presents a strong opportunity to strengthen its position as a connected, inclusive and digitally enabled travel corridor.”

Technology is also reshaping how travellers discover and evaluate destinations. GMTI 2026 found that 80 per cent of travellers now use AI tools for travel planning, accelerating the shift from traditional search-based discovery to AI-assisted recommendations.

“Modern travellers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems,” Fazal said.

In response, CrescentRating introduced two new initiatives at the summit: the AI Recommendation Readiness Auditor, which assesses how visible and credible destinations appear within AI-powered recommendation systems, and the Destination Activation Stack, a framework designed to strengthen destination readiness and visitor experience.

According to Fazal, destinations are no longer judged solely on the availability of halal food and prayer facilities. Increasingly, they must demonstrate that Muslim-friendly services are accessible, reliable, digitally discoverable and aligned with traveller expectations around safety, inclusivity and experience quality.

The growing importance of South-east Asia was reflected in this year’s GMTI rankings. Malaysia retained its position as the world’s leading Muslim-friendly destination for the 11th consecutive year, while Indonesia climbed to share second place with Türkiye and Saudi Arabia.

Among non-OIC destinations, Singapore remained the highest-ranked destination and placed 11th globally. Hong Kong ranked second among non-OIC destinations, while Taiwan and the UK shared third place.

The report also recognised Mindanao in the Philippines as the Most Promising Muslim-Friendly Region among non-OIC destinations, while West Java received the same accolade among OIC destinations.

Thailand, Agoda renew partnership to support tourism growth

By TTG Asia

June 19, 2026

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Agoda and the Tourism Authority of Thailand (TAT) have renewed their collaboration to support tourism growth through marketing, tourism development and industry initiatives.

The partnership will combine Agoda’s travel data and digital marketing capabilities with TAT’s destination promotion efforts to support international visitor demand and domestic travel across Thailand.

Representatives of Agoda and the TAT celebrate the signing of their renewed partnership agreement

Areas of cooperation include promoting Thailand’s tourism products, highlighting emerging travel trends such as wellness tourism, and encouraging travel to secondary destinations. The partnership will also support industry development through sustainability initiatives and capacity-building programmes under the Trusted Thailand programme.

According to the organisations, the collaboration will focus on using market insights and digital tools to strengthen Thailand’s tourism sector and enhance the destination’s visibility among travellers worldwide.

Omri Morgenshtern, CEO of Agoda, said: “We see many opportunities to work together on TAT’s priorities, from highlighting wellness travel as the new luxury to amplifying communications around travel safety. Our joint efforts will promote Thailand’s rich and trusted offerings to travellers around the globe.”

TAT governor Thapanee Kiatphaibool added: “Our partnership with Agoda enables us to develop targeted campaigns that showcase Thailand’s rich cultural heritage, diverse tourism experiences and strong commitment to visitor satisfaction. By leveraging digital innovation and market intelligence, we can better connect with travellers worldwide and further reinforce Thailand’s reputation as a premier travel destination.”

Collaboration key to growth of Muslim-friendly tourism, say industry leaders

By S Puvaneswary

June 19, 2026

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Stronger collaboration between Organisation of Islamic Cooperation (OIC) and non-OIC destinations will be critical to the future growth of Muslim-friendly tourism, according to speakers at the Halal in Travel Global Summit 2026.

Speaking during a panel session titled Cross-border collaboration: How OIC & non-OIC destinations can learn from each other, panellists said destinations should focus less on competition and more on knowledge-sharing to better serve the growing Muslim travel market.

Liew Chian Jia says OIC destinations benefit from deeply embedded halal ecosystems that are difficult for non-OIC destinations to replicate

Mahmood Godel, CEO of Halal 360, said both OIC and non-OIC destinations have strengths that can benefit the wider industry.

According to Mahmood, many OIC destinations have invested heavily in tourism infrastructure, destination branding, hospitality and digital transformation, while non-OIC destinations have developed expertise in visitor journey mapping, service standardisation, multilingual accessibility, data-driven tourism planning and customer experience management.

He added that OIC destinations possess advantages that are difficult to replicate, including a deep understanding of Muslim traveller expectations, integrated Muslim-friendly lifestyles and established hospitality traditions.

“The future is not about comparing OIC and non-OIC destinations,” he said. “The future is about building stronger ecosystems through shared learning.”

Mahmood noted that Muslim-friendly tourism is evolving beyond the provision of halal food and prayer facilities towards delivering higher-quality visitor experiences.

With the Muslim travel market projected to reach 245 million travellers by 2030, he said destinations will need to focus on service quality, staff awareness, family-friendly offerings, digital accessibility and traveller trust.

“The strongest ecosystems will not necessarily be those with the largest budgets. They will be those that learn faster, collaborate better and adapt more effectively.”

Liew Chian Jia, regional director, South-east Asia, at the Hong Kong Tourism Board, said OIC destinations benefit from large domestic Muslim consumer bases and deeply embedded halal ecosystems, creating a sense of familiarity for Muslim travellers.

She noted that halal dining options, prayer facilities and social norms are often integrated into daily life in OIC destinations, while non-OIC destinations such as Hong Kong must invest heavily in staff training, education and certification programmes to deliver similar levels of service.

Liew added that one of the main barriers to collaboration is that tourism boards are often measured by their ability to attract visitors and spending to their own destinations.

To address this, she suggested initiatives such as staff exchanges, joint training programmes and the sharing of best practices.

She said OIC destinations could offer expertise in frontline staff training and cultural understanding, while non-OIC destinations could contribute knowledge in areas such as digital infrastructure, destination marketing and visitor journey management.

The session was moderated by Irshad Cader, CEO and director of Globothink Halal Tourism Development Consultants.

Archipelago exits Cuba following US sanctions order

By Mimi Hudoyo

June 19, 2026

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Archipelago International, South-east Asia’s largest privately owned hotel management group, has ceased operations in Cuba following a directive from the US Office of Foreign Assets Control (OFAC).

The move follows an order requiring the company to sever ties with military conglomerate GAESA, which controls a significant portion of Cuba’s economy and is subject to US sanctions.

Flood: we remain optimistic about the future of tourism in the country and sincerely hope to have the opportunity to return one day

The decision follows similar actions by hotel operators Blue Diamond, Meliá and Iberostar.

Prior to its exit, Archipelago International operated six Aston-branded hotels in Cuba with a combined inventory of around 3,500 rooms.

John Flood, president and CEO of Archipelago International, told TTG Asia: “We are naturally disappointed to be concluding our operations in Cuba after the significant time, effort, and investment we have made in the market over the years.”

He said the company had become one of Cuba’s most active international hotel operators, with its properties consistently ranking among the top performers for guest satisfaction. He added that the company had also trained hundreds of local hospitality professionals, many of whom progressed to senior management positions globally.

Flood praised Cuba’s tourism assets and hospitality workforce.

“Our decision should not be viewed as a reflection on Cuba itself. We remain hopeful that, in the future, the broader geopolitical and economic situation between Cuba and the US will improve. When that happens, we would certainly welcome the opportunity to return and contribute to the growth of Cuba’s tourism sector once again,” he said.

Beyond Cuba, Archipelago International is continuing its expansion across the Americas.

“From a regional perspective, our exit from Cuba has minimal impact on our broader expansion strategy across the Americas,” Flood said.

“Several years ago, we relocated our regional headquarters for the Americas from Cuba to Punta Cana, Dominican Republic, where it remains today. We also maintain an office in Mexico, both of which continue to support our development and operational activities throughout the region.”

The Caribbean, Dominican Republic and Mexico remain key growth markets for the group. Across the Dominican Republic and Mexico, Archipelago currently has 22 hotels in the development pipeline, representing more than 7,000 rooms.

“These projects span multiple brands and market segments, reflecting our long-term commitment to the region and our confidence in its tourism fundamentals.

“While we are saddened to leave Cuba, we remain optimistic about the future of tourism in the country and sincerely hope to have the opportunity to return one day.”

Australia hotel bookings outpace regional growth, says SiteMinder

By TTG Asia

June 19, 2026

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Hotel bookings in Australia are projected to increase by 5.6% year-on-year between June and September 2026, according to new data from hotel commerce platform SiteMinder.

The findings place Australia among the strongest-performing accommodation markets in Asia-Pacific, behind only Taiwan and New Zealand, and above the regional average growth rate of 3.4%.

Domestic travel continues to underpin Australia’s accommodation sector, accounting for 84 per cent of hotel bookings; Bondi Beach, pictured

The mid-year edition of SiteMinder’s Hotel Booking Trends report is based on booking data from its platform, which processes more than 135 million hotel reservations annually across 22 tourism markets.

The report found that travellers are booking accommodation earlier and staying slightly longer. Average booking lead times increased from 158 days to 160 days, the longest in Asia-Pacific, while the average length of stay rose from 2.17 nights to 2.18 nights.

Australia’s average daily room rate increased by 5.2% year-on-year from A$369 (US$241) to A$388, making it the highest among Asia-Pacific markets covered in the report.

Domestic travellers continue to account for the majority of hotel demand, representing 84% of bookings between June and September 2026, up from 81.8% a year earlier. Australia also recorded the highest domestic booking share and the largest year-on-year increase in domestic bookings across the region.

The report noted a slight increase in cancellations, with the rate rising from 17.65% to 18.98%. Despite the increase, Australia recorded the second-lowest cancellation rate in Asia-Pacific, behind New Zealand.

Bradley Haines, regional vice president, Asia-Pacific, SiteMinder, said: “What we’re seeing is a more deliberate traveller, one who is booking earlier, committing to longer stays and placing a greater value on experiences.

“For accommodation providers, that creates greater certainty around future occupancy and supports stronger revenue planning.”

Avani to enter Japan with Kyoto hotel project

By TTG Asia

June 19, 2026

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Minor Hotels will introduce its Avani brand to Japan with the development of Avani Kyoto, scheduled to open in 2030.

The project is being developed in partnership with Taisei Corporation and Heiwa Real Estate, with Minor Hotels participating as both investor and operator.

Minor Hotels marks the signing of Avani Kyoto, which will introduce the Avani brand to Japan in 2030

Located on Karasuma Street in central Kyoto, the hotel will occupy the site of the former Kyoto Shimbun headquarters and will have direct access to Marutamachi Station on the Karasuma Subway Line. The property is within walking distance of attractions including the Kyoto Imperial Palace and Nijo Castle.

The development will involve the renovation of the existing North Building and the construction of a new South Building, creating a hotel with approximately 240 guestrooms.

According to Minor Hotels, the design will combine elements of Kyoto’s architectural heritage with facilities aimed at both short-stay and extended-stay travellers. The property will include dining venues and shared social spaces.

Avani Kyoto forms part of Minor Hotels’ wider expansion plans in Japan through its joint venture with Royal Holdings. The partnership is expected to support future growth of the group’s Anantara, Avani and Tivoli brands in key urban and leisure destinations across the country.

William E Heinecke, founder and chairman of Minor International, said: “Avani Kyoto represents an important step in Minor Hotels’ long term expansion strategy, bringing the brand into one of Asia’s most culturally significant destinations.

“Through our local partners, we are creating a hotel that is aligned with the character of Kyoto while delivering a contemporary experience for guests.”

Jewel Changi Airport turns into a Lego floral wonderland

By TTG Asia

June 19, 2026

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Jewel Changi Airport has launched Jewel Blooms with Lego Botanicals, a mall-wide activation featuring floral displays built from approximately 800,000 Lego bricks.

Running until August 30, 2026, the event is billed as the largest Lego Botanicals-themed activation in South-east Asia.

More than 800,000 Lego bricks have been used to create floral displays across Jewel Changi Airport

Highlights include two 2m-tall Lego rose models at Forest Valley and a series of themed garden displays at Canopy Park inspired by landscapes from Japan, the Mediterranean and the English countryside.

The activation also includes a fashion showcase created with the Singapore Fashion Council, featuring designs incorporating Lego Botanicals elements by regional designers. The pieces will remain on display at Jewel.

Visitors can participate in a stamp rally across seven locations until July 26 and redeem a souvenir at the Lego pop-up store, subject to availability.

The event also features exclusive merchandise, Lego displays and retail promotions for shoppers.

Marco Polo Hotels – Hong Kong welcomes area GM

By TTG Asia

June 19, 2026

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Bruno Bohl has been appointed area general manager of Marco Polo Hongkong Hotel, Gateway Hotel, Hong Kong and Prince Hotel, Hong Kong.

He brings more than 30 years of hospitality experience, having held leadership roles with IHG Hotels & Resorts, Accor, Marriott International, Hyatt Hotels and Wanda Hotels & Resorts.

Most recently, he served in senior leadership positions at flagship hotels in China, including as general manager of InterContinental Guangzhou Exhibition Center.

New hotels: Sun Siyam Vilu Reef, Courtyard by Marriott Okinawa Resort and more

By TTG Asia

June 18, 2026

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Sun Siyam Vilu Reef, the Maldives
Sun Siyam Vilu Reef in the Maldives has introduced 50 new overwater accommodation known as the Ocean Signature Villas with Pool and Slide. The collection comprises 48 one-bedroom villas and two two-bedroom villas positioned over the lagoon with sunrise and sunset views.

Each villa features a private pool, outdoor hammock, direct lagoon access via an 11-metre water slide, separate lounge area, integrated pantry and an open-plan bathroom with a freestanding bathtub. The two-bedroom option is designed for families or groups, with private en-suite facilities for each bedroom.

Part of the Sun Siyam Privé Collection, the new villas expand the resort’s overwater accommodation offering in the South Nilandhe Atoll.

Courtyard by Marriott Okinawa Resort, Japan
Courtyard by Marriott Okinawa Resort is a 170-room beachfront property located on Kise Beach in Nago, northern Okinawa. The hotel offers guestrooms and suites with ocean or mountain views, including family-friendly accommodation options.

Facilities include an all-day dining restaurant, lobby lounge and bar, fitness centre, kids’ club and Marine Club Berry, which offers activities such as diving, flyboarding and stand-up paddleboarding. The resort also features a 210m² function room and a chapel for meetings, events and weddings.

Located around one hour by road from Naha International Airport, the hotel provides access to northern Okinawa’s beaches and outdoor attractions. Nearby points of interest include the Busena Marine Park Underwater Observatory, Kanehide Kise Country Club and the UNESCO-listed Yambaru National Park.

voco Kuching, Malaysia
voco Kuching is a 321-room hotel located a short drive from Kuching International Airport, marking the debut of the voco brand in Malaysia. Accommodation ranges from standard and balcony rooms to suites and penthouse suites.

Facilities include a restaurant, café and bar, and over 2,400m² of event space, including the Rainforest Ballroom, which can accommodate up to 1,350 guests.

The hotel provides access to Kuching’s business districts, convention venues and cultural attractions, serving as a base for exploring Sarawak’s capital.

Radisson Red Cebu Mandaue, the Philippines
Radisson Red Cebu Mandaue is a 144-room hotel nestled within Astra Centre, a mixed-use development in Mandaue City. The property offers a range of accommodation, including Superior and Deluxe Rooms, Family Rooms, Junior Suites and Executive Suites.

Facilities include an outdoor swimming pool, fitness centre, spa, meeting spaces, pool bar, all-day social bar and a 24-hour grab-and-go deli.

The hotel is located near Mactan-Cebu International Airport, Cebu IT Park, Cebu Business Park and Oakridge Business Park. Guests also have access to attractions such as Magellan’s Cross, Fort San Pedro, the Cebu Taoist Temple, Temple of Leah and Tops Lookout.

UNESCO designation boosts Timor-Leste’s sustainable tourism ambitions

By TTG Asia

June 18, 2026

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Timor-Leste has welcomed UNESCO’s designation of Nino Konis Santana National Park as the country’s first Biosphere Reserve, a move expected to strengthen its position as a destination for nature-based and sustainable tourism.

The designation was approved on June 5, 2026, during the 38th Session of UNESCO’s International Coordinating Council of the Man and the Biosphere Programme in Paraguay.

Jaco Island, an uninhabited 10km² island, forms part of the UNESCO-recognised Nino Konis Santana National Park in Timor-Leste

Located in Lautem Municipality at the eastern tip of Timor-Leste, Nino Konis Santana National Park encompasses forests, coastal habitats, coral reefs, beaches and sites of cultural significance.

The reserve includes the country’s largest remaining primary forest, freshwater ecosystems surrounding Lake Iralalaro and marine habitats within the Coral Triangle, one of the world’s most biodiverse marine regions.

According to the Ministry of Tourism, the recognition raises the international profile of the protected area and supports efforts to attract travellers interested in nature, conservation and community-based tourism.

Activities available within the reserve include birdwatching, hiking, snorkelling, diving and cultural experiences linked to local communities and heritage sites.

The ministry said the UNESCO designation broadens Timor-Leste’s tourism offering and strengthens its position within the growing sustainable tourism market.

Antonio da Silva, director-general of tourism, said: “UNESCO’s recognition of Nino Konis Santana National Park as Timor-Leste’s first Biosphere Reserve is a proud moment for our country and a significant step forward for our tourism sector.

“As global demand grows for destinations that value sustainability, this recognition provides a powerful platform to attract travellers who want to explore responsibly and contribute positively to the places they visit.”

Muslim travel growth accelerates as demand broadens beyond traditional markets

Thailand, Agoda renew partnership to support tourism growth

Collaboration key to growth of Muslim-friendly tourism, say industry leaders

Archipelago exits Cuba following US sanctions order

Australia hotel bookings outpace regional growth, says SiteMinder

Avani to enter Japan with Kyoto hotel project

Jewel Changi Airport turns into a Lego floral wonderland

Marco Polo Hotels – Hong Kong welcomes area GM

New hotels: Sun Siyam Vilu Reef, Courtyard by Marriott Okinawa Resort and more

UNESCO designation boosts Timor-Leste’s sustainable tourism ambitions

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