| By Marketing Interactive

Muslim travel represents one of Southeast Asia’s fastest-expanding tourism sectors, prompting destinations to reconsider how to develop more inclusive and culturally sensitive experiences.

The Hong Kong Tourism Board (HKTB) has adopted a forward-thinking strategy, establishing the city as a destination that genuinely welcomes Muslim travelers. Through recognized accreditation, targeted outreach, and robust regional partnerships, its achievements were recognized at the Halal in Travel Awards 2025, where Hong Kong received the Most Promising Muslim-Friendly Destination of the Year award. The recognition demonstrates its increasing attractiveness among visitors from Indonesia, Malaysia, and surrounding markets.

Establishing New Inclusivity Benchmarks

Advancing its dedication to welcoming Muslim travelers, HKTB launched a Muslim-friendly accreditation program in 2024 in partnership with CrescentRating, a premier authority on halal travel. The initiative concentrates on enhancing accessibility and confidence while assisting tourism partners in implementing clear, uniform Muslim-friendly criteria.

In collaboration with Hong Kong’s local certification authority, the Incorporated Trustees of the Islamic Community Fund in Hong Kong, CrescentRating organized seminars for hotels, attractions, and food and beverage operators to enhance their comprehension of Muslim guests’ requirements and cultural traditions.

The results have been substantial. Currently, 62 hotels hold Muslim-friendly accreditation while halal-certified food and beverage establishments have nearly doubled, totaling 191. Several major attractions and MICE facilities now satisfy international standards for Muslim-friendly hospitality.

Hong Kong’s initiatives are demonstrated in CrescentRating’s Global Muslim Travel Index (GMTI) 2025, where it achieves:

• 1st position in Muslim-friendly accessible travel among non-OIC destinations
• 2nd position in safety for Muslim women travelers among non-OIC destinations
• 3rd position for Muslim-friendliness among non-OIC destinations

Liew Chian Jia, regional director of Southeast Asia for HKTB, expressed encouragement regarding the recognition. The previous year focused on establishing trust through considerate experiences and solid partnerships, and this achievement encourages deeper dedication to Muslim travelers throughout the region.

Marketing That Creates Emotional Bonds

Accreditation constitutes only one component of HKTB’s broader approach. To forge emotional connections with Muslim travelers, HKTB introduced Jelajah Hong Kong, a campaign highlighting culture, comfort, and exploration.

The campaign showcased Muslim personalities discovering Hong Kong’s landmarks and districts, from Victoria Harbour to Sheung Wan, presenting fresh viewpoints of the city. It connected with family travelers seeking confidence that their requirements would be honored and fulfilled, along with Gen Z audiences pursuing genuine experiences.

Supporting the campaign is a digital Muslim travel resource, the Jelajah Hong Kong Muslim guide, outlining popular areas, prayer facilities, and halal dining choices, all available on an updated Muslim travel section on DiscoverHongKong.com. The redesigned Muslim travel page features comprehensive listings of Halal dining locations and Crescent Rated Muslim-friendly hotels, simplifying access to Muslim-friendly travel information.

Partnerships That Reinforce Regional Connections

HKTB continues cultivating regional participation through community-focused initiatives throughout Southeast Asia. Annual Buka Puasa events in Indonesia and Malaysia, familiarization visits for Muslim trade and media delegates, and multi-market campaigns with partners including Klook have all developed stronger regional relationships and enhanced awareness of Hong Kong as a preferred vacation destination.

In Indonesia, HKTB collaborated with modest fashion brand Nada Puspita on a Hong Kong-inspired collection and campaign. Spearheaded by designer and influencer Indah Nada Puspita, it demonstrated creativity and cultural appreciation while emphasizing Hong Kong’s multifaceted appeal.

In Malaysia, HKTB partnered with the creators of Projek Bapak Bapak, a popular travel reality program featuring Jalaluddin Hassan, Ramli MS, Roy Azman, and Mustapha Kamal. The program documented their experiences discovering Muslim-friendly Hong Kong, combining cultural interaction with humor and accessibility.

Additional Industry Recognition and Citywide Cooperation

These Southeast Asian collaborations have been reinforced through support from partners within Hong Kong. Hotels, attractions, and event facilities have contributed significantly to developing experiences that feel welcoming and consistent for Muslim travelers, with many earning recognition.

The Mira Hong Kong and Kowloon Shangri-La received Muslim-Friendly Hotels of the Year designations. Both properties demonstrated robust service standards and considerate amenities tailored to Muslim guests.

A spokesperson from The Mira Hong Kong explained that Muslim travelers seek comfort and connection when exploring new destinations. The hotel has designed its experience around these needs, from halal-certified dining and Arabic-speaking personnel to staff trained in cultural sensitivities. Even their Michelin-recommended restaurant, Cuisine Cuisine, provides authentic halal Cantonese cuisine allowing guests to enjoy Hong Kong’s culinary offerings with confidence.

Beyond hospitality, other industries have also gained recognition. Ngong Ping 360, among the city’s most visited tourist attractions, earned Muslim-Friendly Attraction of the Year. The Hong Kong Convention and Exhibition Centre received the Muslim-friendly Convention and Exhibition Centre of the Year award, emphasizing its attractiveness for business gatherings and conferences.

Progress is additionally propelled through coordinated efforts among multiple stakeholders. The 2025 Policy Address implemented the Halal Certification Funding Scheme for restaurants, the local Muslim community successfully organized Hong Kong’s inaugural outdoor Halal Food Festival in April 2025, and the Hong Kong Trade Development Council’s Food Expo in August 2025 included over 120 halal exhibitors. These government-supported, community-driven, and trade-facilitated initiatives, combined with rapid expansion in certified food and beverage outlets and accredited hotels, demonstrate that advancing Muslim-friendliness has become a genuine citywide objective.

Future Direction

HKTB intends to broaden partnerships, content collaborations, and marketing programs into 2026 to sustain progress. Hong Kong’s transformation into a Muslim-friendly destination demonstrates how inclusivity and cultural consideration can reshape a city’s identity for contemporary travelers.

Source:

Marketing-Interactive. (2026). Hospitality with heart: Hong Kong’s rise as a Muslim-friendly city. Marketing-Interactive.
https://www.marketing-interactive.com/hospitality-with-heart-hong-kong-s-rise-as-a-muslim-friendly-city