Halal Tourism is Thriving – Halal Travel Network's Plan for a $300 Billion Market

One of the fastest-growing sectors? Halal tourism. Yes, and it's here to stay. With the sector potentially worth $300 billion by 2032, as predicted by experts, and with the travel industry constantly evolving, businesses will need to adjust to cater to this. If they don’t adapt, they risk being left behind.

That’s where the Halal Travel Network (HTN) steps in. More than just a B2B membership organisation, HTN is on a mission to transform halal travel by bringing accommodations, tour operators, tourism boards, and industry leaders together. Hafsa Gaher, founder and CEO, explained, "It’s all about collaboration, equipping businesses with the right tools, and ensuring they’re ready to tap into this booming market the right way."

Here is why HTN is your gateway to success.

Breaking Into the Market: The Archer & Gaher Adventures Story

Archer & Gaher Adventures specialises in curating immersive cultural experiences prioritising authenticity and sustainability. Keen to tap into the growing halal travel sector, they needed guidance on authentically tailoring their offerings to halal-conscious travellers.

HTN provided strategic insights, market research, and direct industry connections. David Archer, the CEO, shared, "It’s not just about putting a 'halal-friendly’ label on a trip; it’s about ensuring businesses genuinely understand what Muslim travellers look for and delivering it seamlessly." From refining itineraries to ensuring halal-friendly experiences to helping them navigate international travel expos, including the Destination Show at Olympia London in January.

As a result, Archer & Gaher Adventures has seen a significant increase in bookings from Muslim travellers, proving that businesses with the right strategy can thrive in this expanding market. 

New Destinations Embracing Halal Tourism

Whilst traditional halal-friendly destinations like Turkey, Malaysia, and the UAE dominate the market, non-traditional destinations are stepping up. That’s why HTN is looking to actively help businesses in places like South Korea, which is emerging as a halal-friendly hub in Southeast Asia.

South Korea wasn’t always on the radar for halal conscious travellers, but my visit in 2023 revealed its enormous potential. The country has already introduced a halal-friendly service, which includes a Muslim travel e-books. 

A marketing coordinator from the Korea Tourism Board shared, "Yes, I think we are at the front of a rapidly approaching wave in terms of Muslim travel to Korea. K-culture has captivated global audiences, and now we are setting our sights on the halal travel industry. In Seoul, you will notice that many businesses are halal certified in restaurants, and we have a lot of tours operated in various languages, particularly ones that cater to Muslims. We also have Busan, which is in the south of the country and very hospitable for Muslims, too."

Despite progress, there are challenges. When I visited, I noticed that many halal-friendly establishments were smaller and lacked space for large family gatherings—an area where businesses can improve.

This is exactly where HTN comes in. By providing training, marketing support, and strategic partnerships, HTN helps businesses and tourism boards truly understand the nuances of halal tourism.

Elevating Businesses Through Visibility & Marketing

So, what exactly can HTN do to help? If a business wants to attract halal-conscious travellers, getting seen by the right people is everything. It's the finite details, like having an email that sounds trustworthy and a potential halal-conscious traveller who can identify and connect with you. By leveraging the product that you already have, you can maximise your impact without compromising on your existing clientele. Advertising elements such as seclusion, privacy and security play particularly well in certain Muslim traveller sectors and HTN will work with you to promote the aspects of your services that show you in the best possible light to a halal-conscious audience. It isn’t just about connecting businesses—it’s about ensuring they genuinely understand how to cater to halal-conscious travellers correctly.

This is where our HTN Academy comes in: a comprehensive training programme. Our members get exclusive access to expert-led help that facilitates everything from industry best practices to cultural awareness, ensuring they’re fully equipped to deliver authentic halal-friendly experiences. This isn’t just a ‘nice-to-have’—understanding the nuances of halal tourism is essential, and HTN makes sure its members are ahead of the game.

Halal Certification: A Necessity or a Trust Issue?

The question of whether a halal certification is essential remains a topic of debate. Hafsa Gaher explains. “Of course, a halal certificate is a document that verifies that a product, service, or business complies with Islamic law and is therefore permissible for Muslims to use or consume. If you have it, that is great. But, for some of our partners we are working with, they don't, and it's not a necessary element for you to have if we are working with you. For HTN, it's all about nurturing you to provide the halal service."

Whilst certification provides assurance, HTN recognises that trust within the Muslim community is equally important. The goal is to ensure businesses uphold halal principles, whether formally certified or not.

Expanding Halal Tourism in Non-Traditional Destinations

As Halal tourism continues to grow, HTN's biggest goal is to help nurture businesses in areas where it's not a conventional destination for a Muslim traveller, i.e. South Korea.

This is a time for businesses in parts of the world where halal tourism isn't familiar to think about seriously capitalising and putting in the forefront the impact halal tourism can have on your business or whether you are a hotelier or tourism board for your destination.

Whether it’s in-person events, business matchmaking, or expert-led workshops, HTN goes beyond the usual networking—it’s about genuine impact and long-term success.