As halal tourism grows from niche to mainstream, Indonesian Muslim travelers are setting the tone for how destinations worldwide adapt to faith-based needs. A new study by GMO-Z.com Research, conducted in collaboration with Vero, reveals that 89% of Indonesian Muslims rank halal food as their top travel priority—an insight reshaping strategies from Tokyo to Dubai.

 

 

 

Key Insights from the Study

• A significant 89% of survey respondents reported turning to halal travel content from influencers and digital creators. Influencers offer visual proof by showcasing prayer facilities, halal signage in restaurants, and culturally sensitive activities. This content helps travelers build their itineraries, using the influencers’ journeys as "trusted blueprints" for their own trips.
  
   
• Their booking habits are digitally savvy, with 45% using online travel platforms. While Muslim-majority countries like Malaysia and Saudi Arabia are popular destinations, Muslim-friendly hubs such as Singapore, Japan, and South Korea also attract a significant number of travelers.
  
   
• While affordability is the second most influential factor in destination choice, over 60% of travelers are willing to pay a premium for experiences that guarantee ease and comfort in practicing their faith. This "premium" refers to practical features and culturally sensitive hospitality, not necessarily luxury.

 

Shinichi Hosokawa, Global CEO of GMO-Z.com Research, said, “Beyond halal food and prayer facilities, Indonesian Muslims look for authentic, seamless, and enjoyable experiences that respect their faith and cultural values. Brands and destinations that go beyond mere compliance—offering clear communication, visible certifications, and genuine consideration for lifestyle and ethical practices—can earn the trust and loyalty of this growing segment. GMO-Z.com Research is proud to contribute insights that help businesses uncover opportunities, close gaps, and deliver meaningful, sustainable travel experiences.”

Diah Andrini Dewi, Executive Director at Vero in Indonesia, pointed out that while such provisions form part of the baseline expectation in Muslim countries, it’s a different story when non-Muslim destinations provide them, as they “signal cultural sensitivity and respect, making Muslim travelers feel welcome.” This has emerged as an especially crucial factor as non-Muslim nations, such as Singapore, Japan, and South Korea, rise as preferred travel choices, ranking closely behind Muslim-majority countries Malaysia and Saudi Arabia.

 

From Cultural Priority to Global Economic Opportunity

The study highlights that halal tourism demands urgent and strategic attention from both public and private sectors. From government-led efforts in building Muslim-friendly infrastructure to growing investments by F&B, transportation, and technology companies, momentum is shaping a more inclusive global tourism ecosystem.

Globally, the halal tourism sector is projected to expand from $256.5 billion in 2023 to $410.9 billion by 2032. With Indonesia representing 12% of the global Muslim population, the country’s next steps will be crucial in defining how the sector evolves.

As Indonesian Muslim travelers grow in number and become increasingly discerning in their choices, the integration of halal-friendly infrastructure and services is no longer optional—it is imperative for creating inclusive experiences that resonate with a broader base of travelers.

In Indonesia, policies on halal certification and Muslim-friendly infrastructure are already standard. By positioning halal tourism not merely as a cultural or religious matter, but as a national and regional priority, the country demonstrates how the sector can be elevated into a powerful global economic opportunity. Through better services, stronger partnerships, and digital integration, halal tourism can continue to innovate and flourish, driving sustainable growth for the worldwide travel industry.

 

About VERO

Vero is an award-winning strategic communications consultancy, advising some of Southeast Asia’s leading brands, corporations, and non-profit organizations. B Corp certified across all its offices, and a signatory of the Clean Creative pledge since 2022, Vero adopts a forward-thinking approach to public relations and marketing, striving to enact meaningful change for clients and society at large. Vero’s team of over 250 PR, social, digital, influence, creative, events, and government relations consultants in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, and its partnership in Myanmar, brings unique perspectives to earned media, prioritizing digital technology, creative storytelling, and stakeholder engagement in championing stories of progress.
 

About GMO-Z.com Research

GMO-Z.com Research is the global brand of GMO Research & AI, supported by GMO Internet Group—one of Japan’s largest internet conglomerates. The company provides an audience engagement platform that connects businesses with its multi-country online research panel network. By combining robust APAC consumer panels with deep regional sampling expertise, GMO-Z.com Research delivers reliable insights that power data-driven decisions. Its network includes approximately 65 million consumers across 14 countries and regions in the Asia-Pacific, enabling internet-based research and allowing the company to serve survey requests from Japan and around the world.