Survey: 89% of Indonesian Muslims prioritise halal food when choosing travel destinations

A new survey has spotlighted the central role halal food plays in shaping travel choices among Indonesian Muslims. Conducted by Vero and GMO-Z.com Research, the study surveyed 509 Indonesian Muslims aged 18 to over 45, cutting across gender, education, and socioeconomic backgrounds. The findings reveal that 89% of respondents rank halal food as their top travel priority, influencing not just destination choices but also perceptions of cultural sensitivity.

While such provisions form part of the baseline expectation in Muslim countries, it’s a different story when non-Muslim destinations provide them, as they signal cultural sensitivity and respect, making Muslim travellers feel welcome, according to Diah Andrini Dewi, executive director at Vero Indonesia.

This demand is particularly relevant as non-Muslim countries such as Singapore, Japan, and South Korea rise as preferred destinations, ranking closely behind Muslim-majority nations Malaysia and Saudi Arabia.

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For Chatrine Siswoyo, senior advisor for ASEAN at Vero, the needs are clear: “What they want is simple but powerful: to explore the world without compromising who they are. That means halal food that is easy to find, prayer spaces that are respected, and digital tools that make travel seamless.”

The survey also tapped into online conversations among Indonesian Muslims, finding that halal accommodations were searched more than 7.4 million times between August 2024 and 2025. These venues serve as both a base of comfort and a sacred space, demonstrating that accommodation providers are increasingly expected to go beyond standard hospitality offerings.

Shinichi Hosokawa, global CEO of GMO-Z.com Research, noted: “Beyond halal food and prayer facilities, Indonesian Muslims look for authentic, seamless, and enjoyable experiences that respect their faith and cultural values. Brands and destinations that go beyond mere compliance - offering clear communication, visible certifications, and genuine consideration for lifestyle and ethical practices - can earn the trust and loyalty of this growing segment.”

Influencers also play an outsized role in shaping perceptions, cited by 89% of respondents as key information sources. Their content - ranging from halal restaurant recommendations to destination guides - acts as a cultural bridge between travellers and destinations.

“By serving as cultural intermediaries, influencers bridge destinations and Muslim travellers, foster trust in digital spaces, and shape narratives that highlight authenticity and inclusivity,” Dewi added.

Globally, halal tourism is projected to grow from US$256.5 billion in 2023 to US$410.9 billion by 2032. With Indonesia home to 12% of the world’s Muslim population, its role in shaping the future of the sector is pivotal.

National initiatives are already under way. The Halal Indonesia International Industry Expo highlights the country’s progress in strengthening infrastructure, empowering human resources, and promoting halal tourism globally.

“Being halal-friendly goes beyond labelling - it is about the experience,” said Hariyanto, deputy for destination and infrastructure development at the ministry of tourism. “Policies on halal certification and Muslim-friendly infrastructure are already a standard here in Indonesia. But as traveller expectations evolve, we are required to continuously innovate through better services, stronger partnerships, and the development of Muslim-friendly tourism destinations.”

Ismi Puspita, project manager of Halal Indo 2025 at Dyandra Promosindo, reinforced this view: “As the Indonesian Muslim population grows and travellers become more discerning of their travel choices, it’s now imperative to integrate halal-friendly infrastructure and services that can create more inclusive experiences that welcome a wider base of travellers.”

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