Hafsa Gaher
London gave us one of the hottest afternoons of the year for the HTN Summer Network as we welcomed a diverse range of tourism professionals from the UK and abroad.
As I reflected on the event afterwards, what struck me most was not any single presentation. It was the breadth of the conversation.
In the space of one afternoon, we discussed destinations developments in halal tourism, polar expedition cruising, travel photography, emerging tourism markets, booking behaviour and the practical realities of selling halal-conscious travel.
Halal tourism is no longer confined to a small number of destinations or product types. It is becoming broader, more sophisticated and more ambitious. The challenge for all of us is ensuring that products are not only attractive, but understandable, bookable and ready for the market.
More Than a Backdrop…
Our event was hosted once again by the Embassy of Uzbekistan, marking the second consecutive year that the Embassy has welcomed HTN and our members.
We chose this location because it places halal tourism in a setting where destination development, trade, culture and diplomacy come together.
The afternoon opened with a presentation from Consul Davron Aliakbarov, who shared Uzbekistan's tourism ambitions and highlighted the initiatives being undertaken to support visitor growth and international engagement. He described the impact of key landmarks such as the Imam Bukhari in Samarkand and the development of the Islamic Civilisation Centre which opened this year and “aims to present, study and promote the rich scientific, cultural and spiritual heritage of Islamic civilisation in Uzbekistan”.
For some in the room, Uzbekistan has become increasingly familiar following HTN's recent familiarisation trip, but it remains one of the most exciting destination stories in the region. Its Islamic heritage, Silk Road legacy, architecture, hospitality and cultural depth create a compelling tourism proposition.
Antarctica, the Arctic and Expanding the Boundaries of Halal Travel
One of the most eye-opening presentations came from Craig Upshall of Polar Latitudes Expeditions.
Craig shared insights from Polar Latitudes' pioneering halal-conscious voyage to Antarctica earlier this year and discussed future opportunities in both Antarctica and the Arctic, including plans for further polar departures designed with Muslim travellers in mind.
He highlighted the success of January’s expedition cruise, showing how training and understanding of the needs of halal-conscious passengers led to a seamless level of customer service while also culminating in exceptional moments such as Friday prayers which took place on the deck - gathering for worship at the southern tip of the world.
Craig highlighted that “we are all explorers” and demonstrated the lengths that Polar Latitudes have gone through to cater for this market.
For a long time, discussions around halal tourism have often focused on accommodation, food and familiar destination categories. Polar expedition travel challenges those assumptions entirely and pushes the halal tourism conversation beyond the obvious.
Following the success of this year’s expedition, Craig discussed the future plans of Polar Latitudes within halal tourism, returning at the end of the year to Antarctica while also arranging the spectacular halal voyage to Svalbard in June 2027.
New Perspectives of Faces and Places
Rooful Ali FRSA of Emerald Network then delivered an engaging masterclass on travel photography entitled Faces and Places, exploring how we can create stronger visual storytelling through images and giving practical guidance on how to photograph people, destinations and experiences more effectively.
The session covered techniques around composition, framing and capturing engaging images, but the wider message was about communication. Photography is often treated as marketing decoration whereas in reality, it helps explain a product.
Emerging Destinations and Growing Demand
After a short break of refreshments and Uzbek delicacies, I was joined by Sophie Ibbotson of Maximum Exposure and Joanna Marsh of HalalBooking for a fireside conversation exploring emerging destinations and changing traveller demand.
What made this discussion particularly valuable was the combination of perspectives.
Sophie brought deep destination expertise, particularly across Central Asia and emerging tourism markets. Joanna offered insight into customer behaviour, highlighting what travellers are actively searching for and where demand is beginning to grow.
Our discussion touched on destinations including Pakistan and Turkmenistan, exploring the lengths that countries such as these are undertaking to make themselves more accessible, investing in e-visas and in the case of Turkmenistan, growing the number of international flight hubs to promote tourism. Such destinations allow us to give guidance and training, connecting the unique practices of Islam with the international market.
The wider conversation focused on a much bigger question: What makes a destination truly ready for the halal travel market?
Travellers today are looking far beyond traditional categories. They are seeking adventure, culture, wildlife, heritage, city experiences, family holidays and meaningful connections with destinations. Joanna discussed the trends noted by HalalBooking in recent months, which included some surprising destinations including the UK owing to the halal-conscious facilities available and the hesitancy of people to travel in recent times.
The opportunities are growing but so are expectations.
Destinations that understand the diversity of today's Muslim traveller will be best positioned to succeed, as highlighted by TTG who were in attendance and reported on this discussion.
Are You Doing Enough to Make Your Product Bookable?
The final presentation of the afternoon came from HTN's Head of Training, David Archer, who introduced a concept from the HTN Academy regarding the Halal Confidence Layer.
For me, this drew together the strands of the day because it addressed a challenge that countless travel businesses face. A product is described as "halal-friendly", "Muslim-friendly" or "halal food available".
Then the questions start:
· Will prayer times work with the itinerary?
· Is alcohol used in food preparation?
· Are staff aware of what has been promised?
· Will families feel comfortable?
· Can an agent confidently explain the experience without sending multiple follow-up emails?
Every unanswered question creates friction in the booking process.
The presentation argued that halal considerations should not be attached to travel products as vague labels. Instead, they should be designed into the customer journey and communicated clearly from the outset.
Food clarity, prayer accessibility, alcohol transparency, privacy considerations, family comfort and honest communication all contribute to a consistent approach and clarity of expectation. HTN Training goes on to connect the supplier, the agent and the client; creating what was described as the "confidence layer" that helps everyone engage with a product more effectively.
See More of HTN's Training Academy
The Conversations That Matter
While the presentations provided plenty of insight, one of the greatest strengths of HTN events remains the people in the room.
Throughout the networking session, agents spoke with destinations. Suppliers connected with operators. Media representatives exchanged ideas with tourism professionals. Existing relationships were strengthened and new introductions were made.
These conversations are often where future partnerships begin.
One of HTN's core objectives has always been to bring together different parts of the halal travel ecosystem and create opportunities for meaningful collaboration. Looking around the room, it was encouraging to see exactly that happening.
Looking Ahead
If there was one takeaway from the afternoon, it is that halal tourism is becoming increasingly difficult to define by any single destination, traveller type or product category.
We discussed Uzbekistan and Antarctica in the same programme. We explored travel photography, expedition cruising, emerging destinations and booking confidence. We examined both traveller demand and practical delivery. The businesses and destinations that succeed over the coming years will be those that both target halal-conscious travellers and also understand them.
Thank you to everyone who joined us, contributed to the discussion, asked questions, made introductions and helped make the event such a success. We look forward to continuing the conversation.
About the Author
Hafsa Gaher