Three content creators specialising in Muslim travel and lifestyle have become the first beneficiaries of a new project that facilitates collaboration between NTOs and travel influencers and contributes to more Muslim travel content.

The Halaltrip Content Creator Tank provides a platform for relevant content creators to pitch their storytelling ideas to a select group of destination marketers, with the best contenders winning an all-expense-paid trip that will enable them to produce their next set of content about Muslim-friendly travel.

For the first edition, applicants were invited to submit an online application showcasing their work and audience demographics as well as a short video pitch outlining their proposed content idea, unique narrative style, relevance to Muslim-friendly travel, and destination showcase should they be selected. Submissions were then reviewed by a committee of five industry experts who considered creativity, storytelling, audience engagement, and alignment with HalalTrip’s values.

The exercise attracted over 20 submissions, and six top content creators were eventually shortlisted. Two were selected to pitch to one sponsor destination in the finals.

Hong Kong Tourism Board, Sarawak Trade & Tourism Office Singapore, and Spain Tourism Board were sponsor destinations. Celest Quek, Putrie Rozana and Irene Valencia – representatives from the NTOs respectively played judges in the finals.

Nurul Amira Rahmat, who manages the Instagram and Tiktok channels @‌asingaporeanabroad, won the pitch to Sarawak Trade and Tourism Office Singapore.

Zakky Hirza Aulia, who manages the Instagram and Tiktok channels @‌hirzq, won the pitch to Hong Kong Tourism Board.

Siti Nur Sabrina Yusri, who manages the Instagram and Tiktok channels @‌snsby, won the pitch to Spain Tourism Board.

Fazal Bahardeen, CEO of CrescentRating and HalalTrip, said NTO interest in the inaugural Halaltrip Content Creator Tank was encouraging.

“I see a possibility of us conducting the Halaltrip Content Creator Tank twice a year, instead of just once,” he said, adding that support can be drawn from the many NTOs that CrescentRating is working with on developing halal tourism.

He added that the three NTO representatives supporting the first edition were very enthusiastic. Due to the high quality of contenders, the representatives had hoped to award both contenders an all-expense-paid trip.

“It is a tough choice, but there must only be one winner for each sponsor destination. I am sure the NTO will look at other ways to collaborate with the other contender,” he said.

Fazal recalled that the winner selected by Spain Tourism Board had donned a traje de flamenca – a dress traditionally worn by flamenco dancers – while Sarawak Trade & Tourism Office Singapore’s top choice had performed a Sarawakian dance during her pitch.

A spokesperson from the Hong Kong Tourism Board, Southeast Asia office told TTG Asia that there is “strong value in partnering with halal tourism influencers to authentically engage Muslim travellers — a key and growing market”.

The spokesperson said: “These influencers help showcase Hong Kong’s growing range of Muslim-friendly experiences through culturally relevant and trusted storytelling. Our support for the HalalTrip Content Creator Tank reinforces our commitment to inclusive tourism, enabling us to extend our reach, deepen community trust, and further establish Hong Kong as a welcoming and vibrant destination for Muslim travellers.”

Hong Kong Tourism Board, Southeast Asia office is no stranger to engagements with regional travel influencers. It conducts “continuous engagement and meaningful connections all year round”, shared the spokesperson.

Hong Kong Tourism Board, Southeast Asia office intends to invite more influencers to Hong Kong to showcase the city and “expand our reach to their audiences”.