Billions at Stake? Halal Tourism's Growth Engine Stutters Amidst India-Pakistan Border Crisis

Halal tourism has become a talking point this year. It's a niche that is quite rightly becoming more mainstream than ever and finally gaining recognition. But what happens when rising tensions throw that growth into uncertainty?

I've been speaking to businesses that deal with tours and trips to Pakistan this week, a country which has seen a rise in positive media exposure by various outlets as heavy investments have been made to grow the tourism market and attract visitors within the Western world over the last couple of years from the Pakistan Tourism Board.  

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Despite regional tensions, India’s vast tourism infrastructure remains resilient, especially in core leisure areas. Whilst sensitivities exist, especially for some Muslim travellers, widespread disruption seems unlikely in the immediate future.

If you're unaware, at the Attari-Wagah border crossing, where theatrical displays of patriotism unfold daily, the flags still rise and fall, and the boots stomp in perfect rhythm. But there's a tension that’s hard to ignore. In light of renewed hostilities between India and Pakistan, are we in for another curve in tourism growth in Pakistan?

Though a ceasefire has been declared, the atmosphere is uneasy — especially for those whose lives, businesses, or journeys straddle both sides of the border.

Halal Travel in a Divided Landscape

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For halal-conscious travellers, especially those from the diaspora, this conflict isn’t just politics, as it hits close to the heart. Travel, faith, family, and identity are deeply entwined across this region. The Kartarpur Sahib Corridor, for instance, a powerful symbol of religious diplomacy between India and Pakistan, has been closed, affecting not only Sikh pilgrims but also the wider message of peaceful religious access that it once represented.

More broadly, visa services have been suspended, and bilateral trade has been halted. For the travel industry, this is more than a political setback — it’s a logistical wall. It’s a reminder of how easily movement can be blocked, and how quickly faith-based and cross-border tourism can become collateral damage.

How Border Tensions Are Affecting Bookings

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For halal travel operators working on booking trips to Pakistan, this moment calls for realism and empathy. Speaking to several tour companies, representatives have said tourists' talks of travelling to Pakistan have been halted. Understandably, this was always going to happen.

When I spoke to Saadia Baber, founder of Xperience Pakistan, she had this to tell me. "Tourism is always the first to be impacted by macroeconomics. The last 4 weeks have been very stressful, managing client concerns who have booked to go. Others whom I was in conversation with for bookings changed their mind due to the political situation." 

It's had a broader effect in places like the U.S., where they have issued a Level 3 travel advisory for Pakistan, advising citizens to reconsider travel due to terrorism and the potential for armed conflict. Baber told me, "Companies I know in Pakistan who had bookings starting this week for the north from the U.S., South Africa, etc, have all been cancelled." 

She went on to tell me the way she countered this was by informing her clients through her newsletter. "Luckily for me, via my newsletter, I’ve been keeping many of my subscribers abreast of the reality on the ground beyond the headlines, which is why, despite what was happening, they reached out to me to plan for next year. Many of my clients are educated and well-travelled, so they are very sceptical and cynical of what is reported in the mainstream media, knowing it has a bias against Pakistan."

Whether the mainstream media has a bias is something I would argue and say is unclear; as I stated, there have been some real positive stories coming out of Pakistan in terms of tourism over the last year or so.

Sonya Barlow, a British Pakistani, prominent BBC presenter, and frequent traveller to Pakistan, recently returned from her visit and said this isn't anything new. She said travellers should be wary of misinformation. "There is a lot of false information from all sides. People are worried, but this isn't anything new. I hope it doesn't affect tourism in the long term, but it remains to be seen."

India: Still Open, But With Caveats & What it Means for Halal Tourism

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India remains open mainly for international tourism, and its Muslim population, the second-largest in the world, is proud of its cultural and religious heritage. From Hyderabad’s biryani trail to Kerala’s mosques by the backwaters, there’s a rich halal travel experience to be had.

Yet for some Muslim visitors, especially those from neighbouring countries or visibly identifiable as Pakistani heritage, the current climate can feel charged. Most regions are safe, but responsible travel in these times means staying informed and being conscious of the shifting social mood.

For the halal travel sector, this means pivoting: focusing on storytelling, education, and future planning. How can we, as a community, maintain our connection to these places whilst being realistic about the risks? How can Halal Travel Network support local guides, heritage sites, and small businesses through difficult periods? If you would like to know, please get in touch with us on editors@halaltravel.network.  

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