PolyU: More knowledge needed of Muslim tourists’ requirements

Although Muslim tourists constitute a large and growing sector of the travel market, greater awareness is needed of their specific requirements according to Ph.D. student Ms Hera Oktadiana and Dean Kaye Chon of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic Universityand a co-researcher. In a recently published review paper, the researchers highlight that some aspects of compliance with Islamic teaching are well known, such as the need for Halal food and the non-consumption of alcohol. Yet, they argue, more attention must be paid to other areas such as the role of travel for well-being in Islamic life and supporting Islamic religious and cultural events, among others.

The Muslim travel market, which the researchers note is often referred to as "Halal tourism", is expected to grow rapidly with the increase in the Muslim population worldwide. In 2013, for instance, Muslim travellers generated US$140 billion in outbound receipts, amounting to 11% of the global market and surpassing the amounts for both the United States and China. This figure, the researchers write, is predicted to reach US$238 billion by 2020. With the Muslim population expected to grow to 2.8 billion (30% of the world population) by 2050, the Halal travel share of the global travel market is certain to continue rising.

Yet the researchers suggest that this growing market presents a challenge for the tourism industry. The practice of Islam is bound by specific political and national policies that require adherence to the Qur'an. "This is not a trivial force for the lives of the citizens and those who travel", the researchers warn, "since failure to observe the national regulations both at home and abroad can result in severe punishments". Muslim tourists thus have particular requirements that need to be recognised and understood.

As the researchers note, the Qur'an generally regards travel in a positive light because it has many benefits that help to "balance physical and spiritual states". Nevertheless, as Muslims must continue their adherence to Sharia law when they travel, destinations that wish to attract Muslim tourists need to "attend to multiple aspects of the Halal lifestyle". These include food, accommodation and transport preferences, and the provision of prayer facilities, separate facilities for males and females, alcohol free bars and other amenities that "serve the guests and respect their culture and religion".

The researchers identify Malaysia as the "leading Halal destination", with Muslims accounting for 20% of the country's visitors in 2014. One reason for Malaysia's popularity is the ease of accessing Halal hotels and restaurants, public prayer facilities and even Halal hospitals and medication. Other destinations hoping to attract Muslim travellers need to understand and cater to Muslim travellers' specific needs. Or, as the researchers put it, "a comprehensive recognition of the tourists' concerns is required". They were thus interested in what kind of information might be available to help such destinations, and what was still lacking.

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