Philippines and Thailand Strengthen Halal Tourism to Attract Muslim Travelers: Here Important Updates For Travelers

Published on July 4, 2025

As the global Muslim travel market continues to grow, countries like the Philippines and Thailand are positioning themselves as leaders in halal tourism, a sector designed to cater to the specific needs of Muslim travelers. The global Muslim travel market is expected to reach $235 billion by 2030, up from $189 billion in 2024, according to the 2025 Mastercard-CrescentRating Global Muslim Travel Index (GMTI). This projected growth is driven by an increasing global Muslim population, better disposable incomes, and improved access to travel infrastructure. Both the Philippines and Thailand are leveraging this trend by developing Muslim-friendly tourism offerings that cater to the needs of travelers seeking halal food, prayer spaces, and accommodations aligned with Islamic values.

The Philippines: Marhaba Boracay and Halal Tourism Initiatives

The Philippines has seen significant strides in its halal tourism sector, making it an increasingly attractive destination for Muslim travelers. As the Muslim-friendly tourism sector continues to gain traction globally, the Philippines has worked hard to position itself as a serious contender for Muslim visitors. The country’s focus on halal tourism is reflected in its ranking in the 2025 GMTI, where it climbed three spots to 8th place among non-Organization of Islamic Cooperation (OIC) countries. This ranking highlights the country’s ongoing efforts to expand its halal tourism infrastructure and attract Muslim tourists.

One of the key developments in the Philippines’ halal tourism sector is the launch of Marhaba Boracay, the first Muslim-friendly cove in the country, located at Boracay Newcoast in Malay, Aklan. The 850-square-meter space offers various facilities designed to meet the needs of Muslim travelers. It features halal-certified dining options, prayer spaces, and other amenities that align with Islamic values. This initiative is part of the Department of Tourism’s broader effort to make the Philippines a top Muslim-friendly destination. The DOT has also issued guidelines to recognize Muslim-friendly accommodations and has worked with various local tourism providers to expand halal food certifications.

In addition to Marhaba Boracay, the Philippines has created a halal travel portfolio to promote Muslim-friendly travel experiences across the country. The portfolio includes halal-certified hotels, restaurants, and transportation services. Furthermore, the DOT has been conducting training programs to increase awareness among tourism operators about the specific needs of Muslim travelers. This comprehensive approach is designed to make Muslim visitors feel comfortable and welcome, enhancing their overall travel experience.

Thailand: Halal Route App and Government Initiatives

Thailand, already a popular destination for global travelers, has increasingly focused on attracting Muslim visitors by expanding its halal tourism offerings. Thailand ranks 32nd globally in the GMTI 2024 and 5th among non-OIC countries. The country’s efforts to cater to Muslim travelers are evident in several initiatives, including the development of the Halal Route app, a platform that helps Muslim tourists find halal-certified restaurants, prayer spaces, and accommodations throughout Thailand. The app was developed by Chulalongkorn University’s Halal Science Center in collaboration with the Tourism Authority of Thailand (TAT).

The Halal Route app is an innovative tool that provides comprehensive information on halal-friendly services, making it easier for Muslim travelers to navigate Thailand’s tourism landscape. The app offers a user-friendly interface that helps visitors locate halal food options, prayer facilities, and other essential services. This initiative is particularly valuable as Thailand continues to attract Muslim travelers from across the world, especially from Malaysia and Indonesia, who are looking for halal-friendly travel experiences.

Thailand’s government has also supported the development of halal tourism by launching a five-year development plan to establish the country as a “halal hub” in Southeast Asia by 2027. This plan includes expanding the halal industry across various sectors, including food, apparel, and services, as well as further enhancing the country’s tourism offerings to meet the needs of Muslim visitors. The TAT has actively promoted Thailand as a halal-friendly destination, with efforts to increase halal food certifications, Muslim-friendly accommodations, and prayer facilities.

In addition to the Halal Route app, Thailand has been recognized for its diverse halal tourism offerings. The country boasts a range of halal-certified restaurants, mosques, and prayer areas, especially in major tourist destinations like Bangkok, Phuket, and Chiang Mai. Thailand’s ability to provide both traditional halal services and modern amenities, like cashless transactions and seamless digital services, has made it a favorite among Muslim travelers.

Government Support and International Recognition

The efforts of both the Philippines and Thailand in the halal tourism sector have not gone unnoticed. The Philippines was honored at the Halal in Travel Awards as the Emerging Muslim-Friendly Destination of the Year for non-OIC countries in both 2023 and 2024. This recognition highlights the country’s successful efforts to build a more inclusive tourism infrastructure for Muslim visitors.

Thailand has also garnered international attention for its halal tourism initiatives. The country’s five-year development plan aims to create a robust halal tourism infrastructure that will attract Muslim travelers from across the globe. With the support of the government and the private sector, Thailand is becoming a prominent player in the halal tourism market. The country’s long-term vision to establish itself as a “halal hub” is set to drive future growth in the sector.

Both countries are also gaining recognition from industry leaders and organizations. For example, CrescentRating, a leading global authority on halal tourism, has been working closely with Thailand and the Philippines to develop strategies to cater to the needs of Muslim travelers. By collaborating with global experts, both countries are ensuring that their halal tourism offerings are world-class and meet the highest standards.

The Growing Role of Gen Z and Millennials

Younger Muslim travelers, particularly Millennials and Gen Z, are reshaping the halal tourism market. These generations are more digitally connected, mobile-first, and experience-oriented. As these younger travelers become a more significant part of the Muslim travel market, their preferences and travel behaviors are influencing how destinations like the Philippines and Thailand develop their tourism offerings.

Gen Z and Millennial Muslim travelers are more flexible than older generations, which means that they are more likely to be attracted to destinations that offer a combination of traditional halal services and modern travel experiences. For example, younger Muslim travelers may prioritize clean and comfortable accommodations over strictly halal-certified options. They are also more likely to seek out unique experiences, such as adventure tourism or eco-tourism, while still ensuring that their basic religious needs, such as halal food and prayer spaces, are met.

These younger travelers are also powerful influencers, using social media to share their experiences and recommend destinations to their peers. This makes them a valuable marketing force for destinations like the Philippines and Thailand, which are looking to attract more Muslim visitors through targeted marketing campaigns and social media engagement. By catering to the needs and preferences of younger Muslim travelers, both countries are ensuring long-term growth in the halal tourism sector.

Conclusion

The Philippines and Thailand’s initiatives in halal tourism demonstrate their commitment to providing inclusive and culturally sensitive travel experiences for Muslim visitors. As the global Muslim travel market continues to grow, these efforts not only enhance the tourism sectors of both countries but also contribute to fostering greater cultural understanding and exchange. By offering tailored services, halal-friendly amenities, and modern digital tools, both countries are positioning themselves as top destinations for Muslim travelers. As the demand for halal tourism continues to rise, the Philippines and Thailand’s proactive approach ensures that they will remain at the forefront of this rapidly expanding market.

Sources: Department of Tourism, Philippines, Tourism Authority of Thailand (TAT), Chulalongkorn University’s Halal Science Center