HALAL TOURISM SHIFTS FOCUS TO DESTINATION READINESS, TRAVELER TRUST AS INDUSTRY LEADERS MEET IN LONDON

Sun 11 October 2026:

The global halal tourism industry is shifting its focus from demonstrating market potential to improving destination readiness and traveler experiences, industry leaders said Saturday at a forum in London.

Speaking at a session titled The Halal Traveler Economy: From Demand Signals to Destination Value, representatives from aviation and tourism organizations emphasized the importance of connectivity, education, technology and industry partnerships.

Melih Sukru Ecertas, an independent board member at Turkish Airlines, said halal tourism was undergoing a transformation as travelers increasingly sought experiences combining religious requirements with cultural discovery, comfort and personalized services.

“We believe that halal travel economy is experiencing now a profound paradigm shift,” Ecertas said.

London Halal Forum kicks off, bringing together business leaders, investors and policymakers from around world. Tulay Kalyon reports https://t.co/CKBaPixPOj

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He highlighted Turkish Airlines’ network of more than 360 destinations across over 155 countries and Istanbul’s role as a strategic hub connecting markets across Asia, Europe and the Americas.

Ecertas stressed that airlines could contribute to destination development beyond transporting passengers, adding that cooperation across the tourism industry was essential to creating lasting economic value.

“No single entity can own entire customer journey,” he said.

“Airlines bring travel to the gateway, but sustainable destination value requires open innovation across the ecosystem.”

He also emphasized that halal-friendly services and premium travel standards could complement each other.

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Industry education, trust key to destination readiness

Hafsa Gaher, CEO of Halal Travel Network, said the sector had moved beyond proving its market potential and was increasingly focused on helping destinations serve Muslim travelers effectively.

She identified education and training as priorities for hotels, tour operators and destinations seeking to understand travelers’ needs and build trust.

Gaher said travel professionals needed accurate, accessible booking information, including reliable rates, appropriate images and clear product descriptions.

She also urged tourism businesses to understand their target audiences before investing in promotional campaigns.

Gaher said destinations should identify suitable travel agents and industry partners to reach their intended customers.

Trust, technology shape future of Muslim-friendly tourism

Fazal Bahardeen, CEO of CrescentRating and HalalTrip, said research, destination benchmarking and traveler trust were central to the industry’s development.

He said CrescentRating, established in 2008, initially focused on raising awareness of Muslim travelers’ needs.

The sector has since advanced toward improving service quality, adopting digital technology and offering more immersive experiences, he added.

Bahardeen highlighted CrescentRating’s partnership with Mastercard in 2015 to launch the Global Muslim Travel Index, which assesses destinations based on accessibility, communication, environment and services.

The index’s 11th edition was launched this year, he said.

“What makes a traveler go from intention to booking is the trust,” Bahardeen said.

He stressed the importance of reliable halal food options and comprehensive Muslim-friendly tourism services in converting travel interest into bookings.

The London Halal Forum opened Saturday, bringing together entrepreneurs, investors, policymakers and industry leaders.

Organized by Halal360, a joint initiative of the Islamic Chamber of Commerce and Development and the Halal Products Development Company, the event has Anadolu as its global communications partner.

Under the theme “Halal Tayyib for Humanity,” the forum explores opportunities in investment, tourism, technology, supply chains, branding and international trade.

-Source: AA

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