China has officially entered the rapidly expanding halal tourism market, joining countries like the United Arab Emirates, Turkey, Malaysia, Saudi Arabia, Egypt, Qatar, India, Morocco, Indonesia, Singapore, South Korea, Oman, and Uzbekistan. This strategic move centers on transforming Hainan, a tropical island located 20 kilometers off China’s southern coast, into a crucial stopover hub for Muslim pilgrims and tourists.

Hainan’s Transformation into a Muslim Travel Hub

Hainan is being developed as a key transit point for Muslim pilgrims traveling from Southeast Asia to Saudi Arabia. The island’s location makes it an ideal stopover destination, offering a more affordable and culturally appropriate alternative to traditional transit cities like Dubai, Istanbul, and Amman.

Beijing’s vision extends far beyond facilitating religious travel. The ultimate goal is to position Hainan as a gateway that connects Muslim tourists to key Chinese cities with significant Islamic heritage, including Xi’an, Ordos, and Chongqing. This multi-phase strategy aims to capture both immediate pilgrimage traffic and long-term cultural tourism opportunities.

Government Strategy and Infrastructure Development

In 2023, the Chinese government introduced a comprehensive national tourism directive specifically targeting Muslim travelers. Hainan province received official approval to enhance its infrastructure with a focus on providing halal-friendly services, subsidized flights, and attractive tax incentives for Muslim tourists.

Comprehensive Infrastructure Investment

The local Hainan government has allocated substantial resources through tourism bonds and state-directed loans to build Muslim-friendly infrastructure, including:

• Halal-certified restaurants and dining facilities
• Prayer areas and worship spaces
• Multilingual services for international visitors
• Culturally sensitive hotel accommodations
• Enhanced airport and transportation facilities

Strategic Partnership Development

The transformation is being executed in collaboration with Shun Tian International Travel, a Beijing-based travel developer specializing in faith-based travel route management. This partnership combines government backing with private sector expertise in Muslim tourism services.

Market Penetration Strategy

Southeast Asian Pilgrimage Market Focus

The project specifically targets Southeast Asian Muslim pilgrims, particularly from Indonesia, who undertake the Umrah pilgrimage to Mecca. The new travel pathway features direct flights from Jakarta to Haikou (Hainan’s capital) with onward connections to Jeddah, providing pilgrims with a seamless travel experience.

Market Share Projections

Hainan is positioned to handle up to 90,000 Southeast Asian pilgrims annually, representing approximately 10% of the global Umrah market. Future expansion plans include developing flight routes from other Indonesian cities with large Muslim populations, including Surabaya, Makassar, and Medan.

Global Halal Tourism Market Analysis

The global halal travel market demonstrates impressive growth metrics:

• Muslim tourist numbers reached 176 million in 2024
• Projected growth to 245 million Muslim travelers by 2030
• Industry value expected to reach $410.9 billion by 2032
• Part of the broader Islamic economy projected to surpass $7.7 trillion by 2025

The steady growth in halal tourism is driven by increasing numbers of Muslim travelers seeking destinations that provide:

• Halal food options and dining experiences
• Prayer facilities and worship accommodations
• Culturally sensitive hospitality services
• Religious and cultural heritage attractions

Long-Term Vision and Mainland Integration

China’s strategy extends beyond Hainan to promote mainland destinations with significant Islamic heritage:

Xi’an: Silk Road Heritage

• Former eastern terminus of the historic Silk Road
• Home to significant Hui Muslim population
• Features ancient mosques and rich Islamic cultural sites
• Positioned as flagship destination for Muslim cultural tourism

Ordos and Chongqing: Regional Islamic Culture

• Ordos in Inner Mongolia offers unique cultural experiences
• Chongqing features established Hui Muslim communities
• Both cities provide authentic Islamic cultural immersion opportunities

Tourism Retention Strategy

The comprehensive approach aims to:

• Encourage extended stays during pilgrimage stopovers
• Attract return visits for cultural exploration
• Develop repeat tourism relationships with Muslim travelers
• Create comprehensive China tourism packages for Muslim markets

Economic Impact and Benefits

Hainan’s transformation into a Muslim tourism hub creates multiple economic benefits:

• Job creation in hospitality and tourism sectors
• Infrastructure development stimulating local economy
• Increased international connectivity and trade opportunities
• Development of specialized halal service industries

The initiative supports China’s broader tourism strategy by:

• Diversifying international visitor demographics
• Tapping into high-growth Muslim tourism segments
• Strengthening China’s position in global tourism markets
• Creating sustainable long-term revenue streams

Competitive Positioning

China’s halal tourism strategy differentiates itself through:

• Competitive pricing compared to traditional Middle Eastern stopovers
• Government subsidies making travel more affordable
• Unique cultural experiences combining Islamic heritage with Chinese history
• Comprehensive infrastructure investment ensuring quality services

By connecting Southeast Asia to mainland China through Hainan, the strategy:

• Creates a new tourism corridor in the Asia-Pacific region
• Strengthens economic ties with Muslim-majority countries
• Positions China as an accessible destination for Muslim travelers
• Develops sustainable tourism relationships across the region

China’s Tourism Market Evolution

China’s entry into the halal tourism market through Hainan’s transformation represents a calculated strategic move to capture a significant portion of the rapidly growing Muslim travel sector. By combining government investment, private sector expertise, and cultural sensitivity, China is positioning itself as a premier destination for Muslim tourists worldwide.

The initiative demonstrates how strategic infrastructure development, combined with cultural awareness and competitive pricing, can successfully tap into specialized tourism markets. As the global Muslim travel market continues its upward trajectory, China’s comprehensive approach to halal tourism development may serve as a model for other countries seeking to enter this lucrative sector.

Through this multi-faceted strategy, China aims not only to facilitate religious travel but to showcase its deep historical connections to Islamic culture, ultimately establishing lasting relationships with Muslim travelers and contributing to the country’s tourism industry diversification.

Original Article:

Travel and Tour World. (2025, July 22). Now China joins United Arab Emirates, Turkey, Malaysia, Saudi Arabia, Egypt, Qatar, India, Morocco, Indonesia, Singapore, South Korea, Oman, Uzbekistan in embracing the growing halal tourism market. Travel and Tour World. https://www.travelandtourworld.com/news/article/now-china-joins-united-arab-emirates-turkey-malaysia-saudi-arabia-egypt-qatar-india-morocco-indonesia-singapore-south-korea-oman-uzbekistan-in-embracing-the-growing-halal-tourism-market/