Indonesia and Malaysia have emerged as the top two destinations globally for Muslim travellers in the newly released Mastercard-CrescentRating Global Muslim Travel Index  (GMTI) 2023. The annual report, now in its eighth year, analyzes data across nearly 140 countries to  offer comprehensive insights into which destinations best meet the needs of the increasingly influential  Halal travel segment.  

The Halal travel demographic is a sizeable market segment globally. According to the GMTI, Muslim  international arrivals hit 110 million in 2022 and are forecast to reach 140 million this year. By 2028,  Muslim arrivals are expected to hit 230 million, with projected expenditure of USD225 billion. Currently, Asia leads the way for arrivals, with more than 31 percent of all travelers to this region identifying as  Muslim.  

Indonesia and Malaysia, which scored equally in the index this year, have long been popular destinations for Muslim tourists; Indonesia had previously topped the ranking in the 2019 report, while Malaysia has  consistently been at the forefront of the GMTI since 2015. Singapore ranked 12th, making it only one of  two countries (along with the United Kingdom) outside of the Organization of Islamic Cooperation to  rank in the top 20.  

The index assesses destinations across four key criteria: Access, Communications, Environment, and  Services (ACES). Southeast Asian destinations ranked among the top 10 on all four of these criteria,  while in the aggregate, Indonesia and Malaysia both scored 73 (out of a possible 100), Singapore scored  64, Thailand achieved a score of 52, and the Philippines, 46.  

The report also found that a number of global travel behaviors are impacting trends among Muslim  travelers, with the demographic increasingly: incorporating sustainability into their travel; opting for  destinations and activities to improve their health and wellness; finding opportunities for immersive  experiences and authenticity; incorporating personal development into their travel plans.  

“While by no means a monolith, Muslim travelers are often looking for their travel plans to align with  certain faith-oriented criteria, such as availability of Halal foods, rooms for prayer, and encouraging  communications and messaging from destinations,” said Fazal Bahardeen, Founder & CEO,  CrescentRating “Over the years we’ve conducted this research, we’ve consistently seen markets that  prioritize these requirements perform well among Muslim travelers, and so it is our hope that the 2023  edition offers insights that will allow destinations to garner more understanding, more inclusivity, and  ultimately, a closer relationship with this demographic.”  

Safdar Khan, Division President, Southeast Asia, Mastercard, said: “Mastercard is a longstanding  partner of CrescentRating, with both organizations sharing the same commitment in using the power of  data and insights to create more relevant solutions and unearth new economic opportunities. With the  travel industry already exceeding pre-pandemic levels of growth, the GMTI shows how faith-based  travelers have evolved in their needs, and how these needs can be better met to create more resilient  tourism offerings. Mastercard is confident that the GMTI will help to bolster the ongoing recovery and  lay the foundations for future growth in the Muslim travel sector.”