Beyond Sightseeing: How Food is Driving Halal Tourism and Connecting Cultures – Insights from Colors of the World 2025

At this year’s Colors of the World 2025 event in Istanbul — a city where aromas from every continent seem to dance through the streets — one keynote speaker truly captured the spirit of cultural connection through taste. Hafsa Gaher, CEO of the Halal Travel Network (HTN), took to the stage with a powerful message about the growing role of gastronomy in travel and within the halal tourism space — and why Africa’s rich, layered culinary traditions are poised to take centre stage. Her reflections pointed to a broader shift within the global travel industry—one we can no longer ignore.

The Rise of Gastronomic Tourism in the Halal Travel Sector

CEO of Halal Travel Network, Hafsa Gaher (photo: MTS)

Food is an essential part of a halal-conscious traveller, and Gaher invited the audience to temporarily rename the event “Flavours of the World,” setting the tone for a journey across continents, kitchens, and communities. She spoke about growing up in Tanzania with Somali heritage, painting a vivid picture of food as far more than sustenance.

“In Africa,” she shared, “food is never just food. It’s how we welcome. It’s how we celebrate. It’s how we remember. It’s how we heal.”

For many travellers, she argued, the most unforgettable part of a journey isn’t the famous site they visited, but the simple meal shared with strangers who became friends. Citing recent data from the World Travel Association, Gaher pointed out that 34% of tourists are now motivated by cuisine when choosing destinations — a decisive shift that positions food at the heart of modern travel. For Muslim travellers, this desire for authenticity, connection, and halal-friendly experiences is essential, fundamental, and one that the HTN champions globally.

Africa's Rich Culinary Heritage – An Untapped Opportunity for Halal Travellers

Food can resonate in so many way on your travels (photo: Canva)

Food is a universal language, and even if you don’t end up liking what you eat, you can still understand a place by tasting, and not just viewing it as an outsider.

She highlighted how gastronomic tourism naturally complements community-based tourism, which includes many Muslim communities. If 34% of tourists plan a trip motivated by cuisine, I would take a guess and say halal-conscious travellers' decision on a destination would be much greater. The best meals, she said with a smile, aren't plated up in five-star hotels but lovingly prepared in small-town kitchens where recipes are never written down, only passed through generations. Cooking classes, spice farm tours, and local food experiences not only enrich a visitor’s journey but also help communities preserve traditions, build sustainable incomes, and proudly showcase their identities.

As Gaher put it, every time a traveller learns to prepare a traditional dish, they are choosing something real, supporting local farmers, artisans, and cultural sustainability. With tourists spending an average of 25% of their holiday budget on food and drink, the opportunity for local economic impact is significant.

Africa, she stressed, offers an extraordinary — and still under-celebrated — opportunity for gastronomic tourism.

"Sometimes, people say, 'I don't like African food.' But Africa isn’t a single dish — it’s thousands of flavours, millions of histories,” she reminded the audience.

Gaher’s keynote concluded with a powerful message about the transformative power of food events. Unlike traditional tourism showcases, food festivals and culinary celebrations are immersive experiences. They invite visitors to observe, but also to taste, smell, and feel part of a living story.

Beyond Dietary Needs – Food as a Cultural Connector in Halal Tourism

A very insightful and successful event (photo: Colors of the World Fair)

What does Gaher’s speech mean for halal tourism? It delved into the heart of what halal tourism is – food plays a significant part in a halal-conscious traveller's feeling of being seen, welcomed, and connected. You can dive deep into a culture, take in a community's stories through a meal – when you sit down to share a meal with a group of new friends or family, you’re not just eating – you’re being invited in. That is the key to it all. By highlighting Africa’s diverse food traditions, Gaher's speech conveys the sentiment that halal travel isn’t just about a dietary need but an immersive journey through food. 

As the travel sector continues its post-pandemic rebuild, meaningful inclusion through the form of food and of local communities is a strategic advantage for the companies and destinations bold enough to embrace it. 

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