JAKARTA – Hong Kong has unveiled an ambitious initiative to capture a significant share of the rapidly expanding global Muslim tourism sector. Through a strategic alliance with travel technology platform Klook, the Hong Kong Tourism Board (HKTB) is transforming the city into a welcoming destination for Muslim visitors worldwide.

The Vision Behind “Jelajah Hong Kong”

The centerpiece of this transformation is the “Jelajah Hong Kong” campaign, marking Hong Kong’s inaugural focused effort to attract Muslim tourists. This comprehensive program specifically targets travelers from key Southeast Asian markets including Singapore, Malaysia, and Indonesia, where Muslim populations represent substantial tourism segments.

The initiative represents more than just marketing—it’s a fundamental shift toward inclusive hospitality. By partnering with Klook’s extensive network and leveraging the platform’s Kreator ecosystem, Hong Kong aims to eliminate the common barriers that Muslim travelers face when exploring new destinations.

Market Dynamics and Economic Potential

The timing of this initiative aligns perfectly with remarkable growth trends in Muslim travel. Recent industry data reveals that Muslim international travelers reached 176 million in 2024, representing a substantial 25% increase from the previous year. Industry projections suggest this figure will surge to 245 million by 2030, creating a market worth approximately $230 billion in annual spending.

This demographic shift is particularly pronounced among younger Muslim travelers, including Millennials and Generation Z, who actively seek destinations that respect their cultural and religious requirements while offering authentic travel experiences.

Fazal Bahardeen, the chief executive of CrescentRating and HalalTrip, emphasizes that reliable access to information about halal dining options and prayer facilities significantly reduces travel anxiety, leading to more positive visitor experiences.

Comprehensive Service Offerings

The HKTB-Klook collaboration introduces several innovative features designed to meet Muslim travelers’ specific needs:

Customized Travel Planning: Through Klook’s regional network across Singapore, Malaysia, and Indonesia, travelers can access personalized itineraries that incorporate halal-certified restaurants, prayer-accessible attractions, and family-appropriate activities.

Verified Muslim-Friendly Ratings: Building on Klook’s existing partnership with CrescentRating and HalalTrip, the platform now provides authenticated ratings for accommodations and activities, ensuring they meet Islamic guidelines.

Prayer-Considerate Experiences: Tour packages include access to mosques and designated quiet spaces for prayer, addressing one of the primary concerns for Muslim travelers.

Integrated Booking Platform: Klook’s digital ecosystem allows seamless reservation of halal accommodations, dining experiences, and activities, making Hong Kong accessible for various travel styles.

Popular destinations within the program include visits to Hong Kong Disneyland with prayer facility access, Victoria Peak tours with halal dining options, and cultural experiences at Ngong Ping 360 with appropriate amenities.

Recognition and Competitive Positioning

Hong Kong’s efforts have already garnered international recognition. The city recently received the “Most Promising Muslim-friendly Destination of the Year” award at the 2025 Halal in Travel Awards and secured third place among non-Organization of Islamic Cooperation (OIC) destinations in the 2025 Global Muslim Travel Index.

Additionally, Hong Kong earned recognition as the second-most Muslim Women Friendly Travel Destination globally, particularly appealing to female travelers who prioritize privacy and safety considerations.

Klook reports encouraging early results, with bookings from Muslim travelers to Hong Kong increasing by 43.5% over the past year, with theme parks and cultural attractions showing the strongest demand.

Stakeholder Opportunities

This initiative creates multiple opportunities across different sectors:

For Travelers: Muslim visitors can now explore Hong Kong with confidence, accessing verified halal dining options, prayer facilities, and family-friendly attractions. Entry-level packages begin at approximately $50 for day trips.

For Local Businesses: Hotels, restaurants, and tourist attractions can pursue halal certification through HKTB partnerships or CrescentRating to access this growing market segment.

For Tourism Operators: Local tour companies can collaborate with Klook’s Kreator network to develop specialized Muslim-friendly tour packages.

For Investors: The expanding Muslim travel market presents significant investment opportunities, with venture capital firms like Wahed Ventures actively exploring tourism-technology investments.

Implementation Challenges and Solutions

Despite its promising outlook, the initiative faces several implementation challenges. Maintaining consistent halal certification standards across Hong Kong’s diverse hospitality sector requires comprehensive oversight and regular verification processes.

Bahardeen notes that incomplete or inaccurate information about faith-based amenities can create traveler discomfort, a gap that Klook’s rating system is specifically designed to address through verified reviews and standardized criteria.

Future expansion plans include extending the campaign to additional Muslim-majority markets in the Middle East, which will require localized marketing strategies and region-specific partnerships.

Future Outlook and Industry Impact

Looking toward 2030, Hong Kong aims to establish itself as a leading Muslim-friendly destination among non-OIC countries. The HKTB-Klook partnership serves as a potential model for other destinations seeking to tap into this lucrative market segment.

Liew Chian Jia, HKTB’s Regional Director for Southeast Asia, describes the collaboration as demonstrating Hong Kong’s commitment to evolving with global visitor needs and preferences.

The success of this initiative could influence other Asian destinations, including Japan and South Korea, to develop similar comprehensive Muslim-friendly tourism programs.

Getting Involved

Interested parties can engage with the “Jelajah Hong Kong” initiative through several channels:

• Travelers: Access Muslim-friendly experiences through the Klook mobile application or website
• Businesses: Apply for halal certification through HKTB’s tourism partners program or CrescentRating
• Industry Professionals: Stay updated through HKTB social media channels or Salaam Gateway for Muslim travel industry news
• Investors and Entrepreneurs: Participate in events like the Halal in Travel Asia Summit or FIKRAtech for networking and investment opportunities

This groundbreaking partnership between Hong Kong and Klook represents a significant step forward in inclusive tourism, demonstrating how destinations can successfully adapt to serve diverse global markets while maintaining their unique cultural identity.

Original article:

halaltimes.com. (n.d.). Hong Kong Boosts Muslim Friendly Travel with New Klook Partnership.  Retrieved August 19,  2025, from https://www.halaltimes.com/hong-kong-boosts-muslim-friendly-travel-with-new-klook-partnership/