The FIFA World Cup 2026 will be the largest football tournament in history, involving 48 national teams and hosted simultaneously across three countries — the United States, Canada, and Mexico. Beyond being the most prestigious sporting event in the world, the tournament is expected to attract millions of international tourists from diverse cultural, linguistic, and religious backgrounds.

Amid the growing number of global Muslim travelers, preparations for the 2026 World Cup have also revealed an increasing awareness of Muslim traveler needs. One recent example is the launch of an updated New York City Halal Travel Guide, which provides information on halal restaurants, prayer facilities, Muslim-friendly accommodation, and travel recommendations for Muslim visitors attending the matches.

This phenomenon indicates that the needs of Muslim travelers are now beginning to form part of destination development strategies and the organization of major international events. The question is: to what extent can the FIFA World Cup 2026 accelerate the growth of the global halal travel market and drive the adoption of Muslim-friendly services in non-Muslim countries?

The Growing Significance of the Global Muslim Travel Market

In recent years, halal tourism has grown into one of the most dynamic segments in the global tourism industry. According to the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, the number of international trips made by Muslim travelers reached 186 million in 2025 and is projected to increase to 245 million by 2030. Over the same period, Muslim traveler spending is expected to surpass US$230 billion.

This growth demonstrates that Muslim travelers are no longer viewed as a niche market, but rather as a strategic segment capable of making significant contributions to the global tourism economy. This is driving a growing number of destinations, including non-Muslim countries, to invest in services that meet the needs of Muslim travelers.

The success of several non-Muslim destinations such as Singapore, Japan, South Korea, and Taiwan in attracting Muslim travelers also shows that a Muslim-majority population is not the sole determining factor for halal tourism success. More important is a destination’s ability to provide travel experiences that are comfortable, inclusive, and aligned with the needs of Muslim travelers.

From Mass Tourism to Segmentation-Based Tourism

The development of halal tourism cannot be separated from broader shifts taking place in the global tourism industry. Where the sector previously focused on a mass tourism approach, the industry is now increasingly moving toward more specific market segmentation strategies. Destinations are no longer simply pursuing visitor numbers, but are also seeking to understand the needs of particular traveler groups based on their interests, lifestyles, and values.

This shift has given rise to various forms of identity and preference based tourism, such as religious tourism, spiritual tourism, health tourism, sustainable tourism, and halal tourism. In this context, halal tourism is understood not merely as the provision of halal food, but as an effort to create travel experiences that align with the needs and values of Muslim travelers.

For the host cities of the 2026 World Cup, understanding the needs of the Muslim traveler segment is becoming increasingly important, as they will receive visitors from various Muslim-majority countries such as Indonesia, Saudi Arabia, Morocco, Turkey, Egypt, and others. The ability to serve this segment has the potential to become a competitive advantage that delivers long-term economic benefits.

More Than Just Halal Food

One misconception that still frequently arises is the assumption that halal tourism is solely concerned with the availability of halal food. In reality, a Muslim traveler’s decision to visit a destination is influenced by a range of more complex factors.

Muslim travelers do not only consider whether halal food is available, but also whether the destination offers a sense of comfort, safety, and respect for their needs. The availability of prayer facilities, easily accessible information, suitable accommodation, and an inclusive environment all play an important role in shaping a positive perception of a destination.

In many cases, Muslim-friendly attributes do not directly drive the decision to visit. Instead, they build trust and enhance the value that travelers perceive in a destination. When travelers feel that their needs are understood and well accommodated, they tend to show a greater inclination to visit.

From this perspective, the launch of the New York City Halal Travel Guide ahead of the World Cup serves not merely as an ordinary travel guide. The initiative also functions as an instrument for building the confidence of Muslim travelers that New York is ready to welcome and serve them throughout the tournament.

The Strategic Role of Digital Communication

In the digital age, the mere existence of halal services is not enough. Information about those services must also be easily accessible to prospective travelers.

Generations Y and Z, who currently dominate the travel market, rely heavily on mobile devices, social media, and digital platforms when searching for travel information. Before choosing a destination, they typically seek out information on halal restaurants, mosque locations, prayer facilities, and the experiences of other Muslim travelers through the internet.

Digital communication has therefore become an inseparable component of halal tourism development. Destinations that are able to communicate their Muslim-friendly services effectively have a greater opportunity to attract Muslim travelers than destinations with comparable facilities that are less visible digitally.

In the context of the 2026 World Cup, the launch of a digital halal guide by New York illustrates how destination marketing strategies are beginning to adapt to the behavior of modern travelers. Easily accessible information can reduce traveler uncertainty and reinforce a destination’s image as a welcoming place for Muslim visitors.

The 2026 World Cup as a Catalyst for Halal Tourism Adoption

Mega sporting events often serve as catalysts that accelerate change within the tourism industry. The arrival of millions of visitors within a relatively short period of time compels governments, industry players, and tourism authorities to improve service quality and develop various new innovations.

In the context of halal tourism, the FIFA World Cup 2026 can create strong economic incentives for restaurants, hotels, tour operators, and other service providers to offer more Muslim-friendly facilities. The greater the number of Muslim travelers arriving during the tournament, the stronger the push for industry players to accommodate their needs.

Furthermore, the successful delivery of Muslim-friendly services during the World Cup has the potential to shift the global perception that halal tourism can only flourish in Muslim-majority countries. If cities such as New York, Los Angeles, Toronto, or Mexico City can provide positive experiences for Muslim travelers, those destinations could expand their market share even after the tournament has concluded.

Post-Tournament Challenges

Despite its considerable potential, the long-term impact of the World Cup on halal tourism cannot be assumed to be automatic. The primary challenge lies in sustainability.

Many initiatives launched ahead of mega-events are temporary in nature and oriented toward short-term needs. If the Muslim-friendly facilities and services that have been established are not maintained after the tournament ends, the benefits gained will also be limited.

Moreover, traveler experience is a far more important factor than destination image alone. Muslim travelers will assess the quality of services based on their actual experiences — from the ease of obtaining halal food and access to prayer facilities, to the quality of hotel service and the hospitality of local communities. It is these positive experiences that ultimately determine whether they will return or recommend the destination to others.

Conclusion

The FIFA World Cup 2026 has the potential to serve as an important catalyst for the growth of the global halal travel market. The rising number of Muslim travelers and the significant economic value they bring are encouraging non-Muslim destinations to begin developing more Muslim-friendly services. Initiatives such as the updated New York City Halal Travel Guide indicate that the needs of Muslim travelers are now being increasingly taken into account in international destination development strategies.

However, the greatest impact of the World Cup is likely to lie not in the number of Muslim travelers who arrive during the tournament, but in the ability of the host cities to sustain Muslim-friendly services after the event has ended. If this can be achieved, the FIFA World Cup 2026 will be remembered not only as the largest sporting event in the world, but also as one of the defining moments that accelerated the integration of halal tourism into the mainstream of the global tourism industry.

– Written by Naflah –

Referensi

TTG Asia. (2026). New York City updates halal travel guide ahead of 2026 World Cup.
https://www.ttgasia.com/2026/06/11/new-york-city-updates-halal-travel-guide-ahead-of-2026-world-cup/

Mastercard & CrescentRating. (2025). Global Muslim Travel Index 2025. https://www.crescentrating.com/reports/global-muslim-travel-index-2025.html

Mastercard & CrescentRating. (2024). Global Muslim Travel Index 2024. https://www.crescentrating.com/reports/global-muslim-travel-index-2024.html

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