Nowruz Celebration – Discovering the Persian New Year in Halal Travel

Nowruz, which means ‘new day’, marks hopes of a prosperous New Year in the Persian calendar, arriving on the vernal equinox, which is usually the 20th or 21st March, with the celebrations lasting for 13 days. Around 300 million people celebrate the holiday worldwide, and Iranian people are central to it, as it originated in ancient Persia (now Iran).  It’s also important to note that Nowruz has a profound historical root that predates any modern religion––therefore, whilst Muslim communities celebrate it, it’s not exclusively a Muslim holiday.

Nowruz Traditions – A Guide to the Celebrations

Haft-Sin table, which is carefully arranged with seven symbolic items (photo: Canva)

When I've spoken to my friends who celebrate each year, they go all out to welcome the new year with a clean slate—and that can start with a clean house. You will find homes that get a deep spring clean, sweeping away the past and making space for fresh beginnings. The centrepiece of the celebration, you may ask? That will be the Haft-Sin table, which is carefully arranged with seven symbolic items, all starting with the Persian letter ‘sin', each representing renewal, prosperity, and good fortune.

These are Sabzeh (sprouted wheat, lentils, or barley) – which represent rebirth and growth, usually grown leading up to Nowruz and discarded on the 13th day of the festival. Samanu (sweet wheat pudding) – symbolises strength and power; Senjed (dried oleaster fruit) – is for love and wisdom; Seer (garlic) – symbolises protection and medicine from evil; Seeb (apple) – represents beauty and health; Serkeh (vinegar) – represents ageing and patience, and Somagh (crushed red berries) – represents the sunrise and the triumph of good over evil. One other beloved Nowruz tradition is Eydi, where elders give money to the younger family members as a symbol of good fortune. 

Nowruz Business Opportunities: How to Engage

Family and friends gather together over festive meals, sharing stories, laughter, and plenty of traditional dishes (photo: Canva)

It is easy to compare Nowruz to an Eid celebration in that it is somewhat similar in traditions––family and friends gather together over festive meals, sharing stories, laughter, and plenty of traditional dishes. The only difference is when the night draws in, as the skies glow with bonfires, and people leap over the flames—an age-old ritual which is meant to burn away the previous year’s misfortunes and step into the new one with energy and optimism whilst testing your skills of jumping or facing the possibility of kicking off the year with singed feet. The celebrations don’t stop there—gift-giving, music, and dance unite entire communities, keeping this ancient tradition alive in a truly spectacular way.

What does it all mean for businesses? Here at Halal Travel Network (HTN), we celebrate engagement with other cultures and how they dovetail into the richness of Islam around the world. This holiday presents businesses with a golden opportunity to engage with a growing market of halal-conscious travellers. The opportunity is there to tap into a lucrative market that values both tradition and convenience and offers Muslim travellers the chance to engage with and enjoy a unique holiday experience.

Nowruz and Halal Tourism: Driving Economic Growth

Despite its global significance, Nowruz remains an untapped commercial opportunity (photo: Canva)

Destinations such as Iran, Azerbaijan, Turkey, and parts of Central Asia often see a significant surge in visitors during Nowruz, but whilst mainstream tourism businesses are cashing in, the question remains—are they effectively catering to Nowruz?

Despite its global significance, Nowruz remains an untapped commercial opportunity, especially in halal tourism. Unlike Ramadan or Eid, which has seen businesses adapt to meet the needs of halal-conscious travellers—offering halal-friendly accommodations, iftar meal packages, and prayer-friendly itineraries—Nowruz has yet to be embraced at the same level.

So, what lessons can businesses learn from the commercial impact of Ramadan? How can Nowruz become a focal point for halal-conscious travel planning? Although, as I pointed out, it’s not just Muslims who necessarily celebrate it, the success of Ramadan-driven tourism suggests that cultural events with deep-rooted traditions can drive significant economic growth if businesses recognise the needs of their niche market. 

The travel industry has paid more attention this year, with National Geographic distributing an article. The issue is whether Nowruz can get national attention like Ramadan has. If it can, the key lies in creating tailored experiences—halal-friendly Nowruz packages, partnerships with local communities, and hospitality services that merge cultural immersion with Islamic principles whilst retaining the beauty and spontaneity of this magical time so as to avoid cheapening it with the gleam of mass tourism. It should remain authentic but just become more available.

Developing Halal-Friendly Nowruz Travel Packages

If handled right, Nowruz tourism could be a game-changer (Photo: Canva)

Promoting Nowruz as a halal-friendly travel experience comes with its own set of challenges. First and foremost, cultural sensitivity is crucial—tourism should benefit local communities, not disrupt them. It’s about working alongside them to ensure the experience is authentic and respectful.

If handled right, Nowruz tourism could be a game-changer—not just for halal-conscious travellers looking to experience this ancient tradition but also for businesses tapping into an underserved and growing halal travel market and for destinations that celebrate their own history and culture. This could lead to other destinations taking up the reigns to honour their own heritage and a better future of travel for everyone.

Increasing Nowruz Awareness in the Halal Travel Market

Businesses need to embrace Nowruz (Photo: Canva)

When I spoke to Halalbooking, HalalHolidayCheck and SalamBooking, they told me that they don't prioritise Nowruz, and it's not very popular amongst the Muslim community. But is this a 'chicken or the egg' type of question? Is there no market for Nowruz because it is unpopular, or is it unpopular because it is not marketed? I would argue that there isn't a greater emphasis on the holiday, which, therefore, means Muslims who do celebrate Nowruz aren’t reaching out. 

Renowned British Iranian writer Amira Arasteh wrote on her social media last year, “Not one of my Western friends has sent me a message before or during Nowruz—something I find striking. It just shows you that more must be done within the media to expose this wonderful celebration.”

Looking ahead, HTN pledges to make it an agenda to help businesses to celebrate their local heritage as well as adopt Muslim-friendly practices. If businesses embrace Nowruz as they have adapted to Ramadan, they will be ahead of the curve in reaching a growing demographic of culturally engaged, halal-conscious travellers. This will ensure that Nowruz celebrations are accessible, immersive, and profitable for businesses and halal-conscious travellers alike.

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