How emerging halal travel trends are creating opportunities in SG and MY

Halal travel is evolving rapidly across Southeast Asia, driven by changing preferences among Muslim travellers and the growing use of digital tools for faith-aligned experiences. Mastercard’s Global Muslim Travel Index (GMTI) 2025 highlights key trends shaping the sector, from smart apps and regenerative tourism to sports-focused itineraries and the rise of female-only group travel.

Singapore has emerged as a leading non-OIC destination, thanks to its emphasis on inclusivity, halal-certified dining, and culturally sensitive experiences. Muslim visitors increasingly seek unique and repeatable experiences, relying on digital platforms and content creators to plan trips aligned with their faith and lifestyle.

The city-state supports these needs with over 3,000 halal-certified food outlets, easily accessible prayer facilities, and attractions such as Universal Studios and Bird Paradise equipped with dedicated prayer rooms.

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Meanwhile, Malaysia continues to lead among OIC destinations, thanks to its well-established halal infrastructure, inclusive cultural experiences, and wide availability of halal-certified dining and prayer facilities. Muslim travellers increasingly expect destinations to provide seamless, faith-aligned experiences supported by technology such as smart apps.

The Mastercard study also identified broader trends shaping halal travel across the region. Smart apps are enabling seamless, faith-aligned journeys; regenerative and sustainable tourism is gaining traction among Muslim travellers seeking cultural and natural immersion; sports tourism is on the rise, particularly in ASEAN; and female-only group travel is emerging as a small but growing segment.

Leaning into emerging segments

Singapore's tourism ecosystem has been adapting to emerging Muslim travel trends over the years. Terrence Voon, executive director for Southeast Asia at the Singapore Tourism Board (STB), told MARKETING-INTERACTIVE: “Apart from providing halal food and prayer spaces, tourism businesses can explore segments such as sports tourism and female-only group travel."

"For example, more than 6,700 Indonesians participated in the 2024 Standard Chartered Singapore Marathon, many of them female, travelling as part of larger sporting communities. Airlines and travel agents are offering tailored packages to support these visitors," added Voon.

Rising trends in regenerative tourism, sports tourism, female-only group travel, and solo adventures are creating new opportunities for travel marketers to engage this growing segment. 

Nigel Wong, president of the Malaysian Association of Tour and Travel Agents (MATTA) said: “Sports tourism is growing, especially across ASEAN. Events such as the MATTA Pickleball Grand Slam and regional football or badminton tournaments draw participants who are seeking Muslim-friendly travel experiences."

One segment Wong finds particularly interesting is regenerative and sustainable tourism. “Regenerative tourism, focusing on culture, heritage, and wellness, is particularly appealing because Malaysia already has a strong Islamic cultural backdrop. Travel agencies simply need to market these offerings effectively," he added.

"Although other destinations promote health tourism, it may not check all the boxes for all of the cleanliness and religious requirements in Islam," said Wong. "Since Malaysia is already so accustomed to these practices, there is a high degree of confidence for Muslim travellers to take part in these forms of niche tourism," he added. 

All marketers need to do now, is to build hype and awareness for these attractions. "And naturally, it would attract Muslim following," said Wong.

On female-only group travel, Wong noted that while this segment is still niche in Malaysia, agencies can cater to it through custom itineraries. “Travel agencies here can tailor packages for female-only groups, ensuring activities and accommodations meet Muslim-friendly requirements. The main difference is that we adjust for cultural backgrounds as well, because Chinese, Turkish, and Central Asian Muslim travellers may have distinct expectations.”

Leveraging digital

Another way to engage emerging segments, is through Muslim-centric partnerships and influencer campaigns to engage Muslim travellers. “We worked with Kumparan.com to develop an AI-powered travel planning platform, HolidAI Singapura, offering family- and Muslim-friendly itineraries,” Voon said. “Collaborations with Malaysian celebrity Farah Nabilah and Indonesian modest fashion brand Buttonscarves have showcased halal dining, attractions, and experiences available across Singapore.”

Voon added that Muslim travellers are seeking unique experiences, even when revisiting familiar destinations, amidst growing expectation for Muslim-friendly offerings at major landmarks. He said:

That is why digital platforms and content creators play an increasingly crucial role in travel planning.

"As travellers rely heavily on Muslim-focused content creators and online platforms for destination information and recommendations."

Not to mention, STB had even partnered up with Malaysian media and entertainment company Astro for a commissioned Singapore episode on variety gameshow "Romeo Returns", which featured notable Malay personalities and actors travelling through Singapore together, while tackling challenges and trying out various attractions. 

Wong concluded with advice for marketers. "Malaysia is already well-positioned for Muslim-friendly tourism."

Travel brands can redouble investments in messaging, promotions, and even influencer marketing to boost engagement.

Malaysian inbound travel agencies have long catered to Muslim travellers.“Malaysian travel agents who are doing inbound tours have always been highly geared towards welcoming Muslim travellers,” he said.

“Our packages generally include Muslim-friendly itineraries, and many highlight accreditations such as the MFA hotel certification launched by the Islamic Tourism Council. These badges immediately signal to travellers that the experience is aligned with their faith," he added. 

As halal travel continues to expand in scale and sophistication, both Singapore and Malaysia demonstrate that inclusivity and cultural sensitivity are no longer optional, but baseline expectations for Muslim travellers.

For marketers, the opportunity lies in building relevance through storytelling, partnerships, and tailored campaigns that speak to travellers’ faith-aligned needs while also celebrating their diversity of backgrounds. The future of halal tourism could belong to brands that blend authenticity with innovation, offering Muslim travellers not just a place to visit, but experiences they can see themselves in again and again.

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