Source: Holiday Guide Magazine

Kawaguchiko, Japan – Jamaica is strategically positioning itself to become a premier destination for Muslim travelers with the upcoming launch of the Salaam Jamaica Tourism Network, an initiative designed to integrate Muslim-friendly travel experiences into the island’s diverse tourism offerings.

The organization, which has been working behind the scenes for several years, is now accelerating its plans with an official launch expected within the next few months. This strategic move aims to capture a share of the rapidly growing global Halal travel market, which is projected to reach $410.9 billion by 2032, up from $256.5 billion in 2023.

Creating a Muslim-Friendly Tourism Ecosystem

Cortez Gordon, founder and CEO of Salaam Jamaica, established the faith-based organization approximately four years ago after recognizing the untapped potential for developing a sustainable Halal tourism market in Jamaica.

“After observing the success of Halal tourism in predominantly Catholic countries like The Philippines, I saw a tremendous opportunity for Jamaica, which is internationally renowned for its hospitality, to extend its warm welcome to Muslim travelers by offering specialized services,” Gordon explained in a recent interview.

The organization has been methodically building partnerships with accommodations across the island to offer Halal-friendly options. Great Huts Eco Resort in Portland has become the first property to receive Halal-friendly certification, setting the stage for expansion to other resorts. Bay View Eco Resort, also in Portland, has been identified as the next accommodation to undergo Halal training and certification.

Comprehensive Training and Certification Program

Central to Salaam Jamaica’s strategy is a three-hour Halal hospitality training program designed for management and staff, approved by the Islamic Council of Jamaica. The training empowers tourism professionals with essential knowledge and tools to effectively cater to the specific needs and preferences of Muslim guests.

The program covers various aspects of Halal services, including:

• Halal food preparation and service
• Prayer facilities and accommodations
• Cultural sensitivity and religious practices
• Creating welcoming environments for Muslim travelers

Having completed its first round of training at Great Huts, the network now plans to expand the program islandwide, targeting both large resorts and smaller accommodations.

Ambitious Growth Targets

Based on its initial marketing plan, Salaam Jamaica aims to attract at least 1,000 Muslim travelers in its first year of operation, with the majority coming from North America and the United Kingdom. The organization anticipates a 25 percent increase in arrivals by the second year, with consistent growth thereafter.

“We’re targeting at least 10,000 Muslim visitor arrivals within a five-year period,” Gordon stated. “We’ll also be exploring opportunities in markets such as Saudi Arabia and other fast-growing Muslim destinations. Muslims, particularly younger generations, want to see the world—something actually encouraged in the Quran, which commands believers to travel in order to experience other cultures and share their own.”

Economic Impact and Benefits

The initiative aligns perfectly with Jamaica’s ambitious tourism goals. Last year, the country welcomed more than four million tourists and generated approximately US$4.3 billion in revenue. This year, Jamaica aims to meet its “5x5x5” target: attracting five million visitors, generating US$5 billion in earnings, and creating 125,000 jobs in the tourism sector by 2025.

Gordon emphasized the economic benefits of targeting Muslim travelers: “Muslim tourists tend to spend three times more than the average visitor, creating a greater economic trickle-down effect compared to conventional tourism.”

Creating Unique Experiences

Salaam Jamaica intends to offer curated, Muslim-friendly tour packages showcasing Jamaica’s natural beauty and cultural richness while providing authentic Jamaican Halal cuisine. The organization promotes an unconventional tourism experience rooted in environmental stewardship, cultural exchange, eco-tourism, spirituality, and faith.

Vivene Wallace, managing director of Great Huts, described the partnership with Salaam Jamaica as “a natural extension of the resort’s commitment to cultural respect and unity.”

“By opening our space to Muslim travelers, we not only recognize this heritage, we celebrate it,” Wallace stated. “Through hospitality that respects cultural and religious practices, including Halal dining, prayer accommodations, and thoughtful engagement, we hope to offer a truly inclusive and enriching experience.”

Looking Ahead

Currently in the development phase, Salaam Jamaica is building a website and Muslim-friendly app, with plans to launch an aggressive marketing campaign leading up to its official opening. The organization has already secured support from local tourism authorities and continues to seek additional investors.

“Our goal is to become a leader in Halal services throughout the Caribbean region,” Gordon said. “Jamaica is already a globally recognized brand, and we’re confident that Muslim travelers will be eager to experience our culture within a framework that respects their religious needs and practices.”

As the initiative gains momentum, Gordon envisions a future where most hotels in Jamaica will offer Halal services within the next five years, creating new opportunities for Halal food production, Muslim-friendly crafts, and culturally rich experiences across the island.

Original Articles:

jamaicaobserver.com. (n.d.). Push for Halal-friendly tourism (Local travel network accelerates plans to attract Muslim visitors). Retrieved April 24, 2025, from https://www.jamaicaobserver.com/2025/04/23/push-halal-friendly-tourism/#