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ABSTRACT
Halal tourism is a new product in the tourism industry market. This niche market offers a great prospective for
halal tourism. The world Muslim population has been growing swiftly across the world, thus, there is a need to develop
customizes halal Tourism products and services to cater to this vigorous sector. Muslims all around the world will travel
for their faith annually to pilgrimages to Mecca and Medina; it has been a trend for pilgrimage packages to include an
extended, to visit other religious places. Holiday Packages that compliance with the Sharia, like Halal airlines, Halal
Hotels. Halal food A room having a Qiblah pointing signage on the ceiling, a prayer rug or sajadah, a bidet or an arch
stretching somewhere in the room is considered authentically within the Islamic culture .Though Muslims Contributes to
one of the largest tourist markets in the world, Halal focused tourism professed significance has not been cleared to
Therefore, a framework to present an Halal perspective is required and to provide an overview of halal tourism market in
world .The concept is interesting but the market for it has to be identified. But in the absence of standardisation or
certification its become tough to come to main stream.
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certificates for food, wellness facilities for women, prayer rooms and, in general, a Muslim-friendly environment.4
Today, Muslims are consumer investors in the six silos of halal industry, and need to become financial investors
to control their halal destiny. As a whole the Muslim consumer expenditure globally on food and lifestyle sectors -travel,
clothing, pharma/personal care, media/recreation- is estimated to be $1.62 trillion in 2012 by the 2103 State of the Global
Islamic Economy report (SGIE) by Dinar Standard and Thomson Reuters. The SGIE projects that the already-significant
expenditure is expected to reach $2.47 trillion by 2018.5
In terms of tourism, the report estimates global Muslim spending on travel (outbound) to be $137 billion in 2012
(excluding Hajj and Ummrah), and is expected to grow to $181 billion market by 2018 representing 12.5 % of global
expenditure. It should be noted that the collective global Muslim tourism market is bigger than the largest tourist-bound
country: the United States. The tie into halal medical and wellness tourism presents opportunities for countries to attract
medical tourists from the GCC.6
SaadKarim,Halal Tourism: Way to Muslim-friendly Environment An Industry that Goes Mainstream,February 13th
2014
5
Investments In The Global Halal Industry: Exploring Faith-inspired
Consumerism,http://www.entrepreneurmiddleeast.com/investments-in-the-global-halal-industry-exploring-faith-inspiredconsumerism/,July 8th 2014.
6
Investments In The Global Halal Industry: Exploring Faith-inspired
Consumerism,http://www.entrepreneurmiddleeast.com/investments-in-the-global-halal-industry-exploring-faith-inspiredconsumerism/,July 8th 2014.
7
MaierbruggerArno,Halal tourism is poised to become next big goldminehttp://www.gulftimes.com/business/191/details/382182/halal-tourism-is-poised-to-become-next-big-goldmine, February 22nd 2014
Impact Factor (JCC): 4.9926
47
13% of global travel expenditures. This figure is expected to reach $192 billion by 2020.8
Reto Kaufmann9 observed that For Middle East investors the boom in halal tourism can be seen as a great opportunity.
Growth rates in Asia are forecast to be as high as 30% annually, with the segment for meetings, incentives, conferences
and events (MICE) expected to grow fastest10
With the increasing number of Muslims the demand for halal products is growing every year. However, halal
products and services are popular not only among Muslims, but also among people of other faiths and philosophies, as
halal products are known for their quality and the halal industry based on mutual respect and honest cooperation. Halal
tourism sector from year to year expends its scopes. Key tourism markets of the world have demonstrated a strong interest
in Islamic tourism. However, halal tourism market remains underdeveloped, and the demand for halal services is constantly
increasing.
"Halal Tourism Projects" roundtable focuses on the following issues:
Analysis of the current status and prerequisites for development of halal market services;
according to the Tourism 2020 Vision forecasts of United Nations World Tourism Organization (UNWTO).
This represents an average annual growth rate of 6.7% over the period 1995-2020, which is above the global average.
Figures also show that travellers from the Arab Gulf countries spend $20 billion on vacations every year, led by Saudi
tourists whose expenditure tops $8.5 billion12.
The Muslim travel market was estimated to be worth US$140 billion (Dh514.21bn) last year accounting for
about 13 per cent of the global travel total and is expected to grow to $200 billion by 2020. Travelers from the GCC
Hotelier Middle East Staff, Europe to host conference on halal tourism http://www.hoteliermiddleeast.com/20896europe-to-host-conference-on-halal-tourism/Jul 1st 2014
9
Head of MICE Sales Asia at Kuoni Group Travel Experts, part of Kuoni, one of the largest tourism companies worldwide
10
Halal tourism is poised to become next big goldmineOp.cit.
11
Prospects of halal tourism industry to be discussed in
Moscow,http://www.abna.ir/english/service/europe/archive/2014/05/15/608847/story.html,May15th 2014
12
University of Waikato to Host New Zealand's First Halal Tourism Symposium,http://www.waikato.ac.nz/newsevents/media/2014/03university-of-waikato-to-host-new-zealands-first-halal-tourism-symposium.shtml,
March 24TH 2014.
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accounted for 37 per cent of the global spend.13 Indonesia is one Asean country that experiences rapidly rising tourism
numbers from the Middle East, namely Bahrain, Saudi Arabia, UAE and Egypt, with double-digit growth rates in arrivals
from January to April 2014.
Malaysia also has beefed up activities to market the country as a leading destination for Islamic tourism. Among
non-Muslim countries, the Philippines also reported strongly growing arrivals from the GCC. The country welcomed about
80,000 visitors from the Gulf in 2013 an increase of around 15% from 2012, and aims at increasing the number by 20%
in 2014 by aggressively stepping up its marketing efforts and improve air connectivity by providing more seats, additional
frequencies and more destinations. Saudi Arabia was Philippines top regional source market last year with 38,969 visitors,
up 25% year-on-year. The UAE followed with 15,155 visitors, recording a growth rate of around 15%.
Singapore is also positioning itself as a destination for Muslim holidays, pointing out that it ranks number six on
the list of most Muslim-friendly countries for tourists as per the Islamic travel ranking by halal travel specialist
Crescentrating. Some 15% of Singapores population are Muslim, and there are 70 mosques in the city state.14
The tourism sector is set to create about 1.3 million jobs by 2015 and about 1.8 million by 2020, offering direct
employment opportunities in its sub-sectors and indirect jobs in areas induced by tourism-related activity, according to the
annual report of the Saudi Arabian Monetary Agency (SAMA) for 2012-13.15Exhibit 1.2 shows statistics and forecasts of
the outbound tourism expenditure of Muslim tourists from 2006- 201716
13
TomlinsonAmanda The fast and the smooth: Ramadan travel is big business this
year,http://www.thenational.ae/lifestyle/travel/the-fast-and-the-smooth-ramadan-travel-is-big-business-thisyear#ixzz34z6ffGk7,June 5th 2014
14
SE Asia destinations keen to boost Mideast tourists
http://www.traveldailymedia.com/208483/se-asia-destinations-keen-to-boost-mideast-tourists/, June 8th 2104
15
HassanRashid, Tourism sector to create 1.8m jobs by 2020,http://islam.ru/en/content/story/tourism-sector-create-18mjobs-2020, March 3rd 2014.
16
Global Muslim Lifestyle Travel Market 2012
http://static.hosteltur.com/web/uploads/2013/10/turismo_islyAmico_informe_2012_2.pdf( Accessed 15 May 2014)
Impact Factor (JCC): 4.9926
49
the Islamic population, the rise in the number of tourists to their region would contribute significantly to the economic
growth of the respective destination.
According to Al Awadi17This Index will boost the businesses of these firms by encouraging to enhance their
local industries and products and by providing these businesses with new export opportunities across new markets18
The predicted growth in the hospitality market in the UAE is three times as high as the expected growth in the
overall economy, according to the IMF, which predicts the UAE to expand between 2.8 per cent and 3.6 per cent each year
until 2016.19
The UAE's travel and tourism industry is growing significantly faster than the world growth average, according to
new new economic research released by The World Travel & Tourism Council (WTTC).It said the tourism sector
contributed 14 percent to the UAE economy in 2012 - well above the global trend of 9 percent.Taking account of direct,
indirect and induced impacts, AED193.6bn ($52.7bn) of the UAE's GDP came from the industry last year and that
contribution is expected to rise by 3.2 percent by the end of the year.
One in nine of all jobs in the country are resulting from the industry, which beats the global average of one in 11
jobs, the WTTC said
David Scowsill, president and CEO of WTTC, said: "As the UAE looks to diversify its economy, it is fully
embracing the social and economic benefits of tourism and reaping the rewards already from its strong investment."
By 2023, international tourist arrivals to the country are forecast to total 25.8 million, generating visitor
expenditure of AED207.1bn ($56.4bn) an increase of 5 percent per annum.20
`This index will be a good platform for all halal firms in the UAE to gain the opportunities for halal businesses
and Islamic industries, which is now well established across geographies,21
The top ten in order were Malaysia, United Arab Emirates, Turkey, Indonesia, Saudi Arabia, Singapore, Morocco,
Jordan, Qatar and Tunisia. Malaysia was followed by the United Arab Emirates, Turkey, Indonesia and Saudi Arabia in
this year's rankings for "halal" friendly holiday destinations released by Singapore-based Muslim travel specialist
Crescentrating22
17
21
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In its Research, Crescentrating Also Gave a Table of the Top 10 Halal Friendly Destinations for the Year 2012
(Figure 3)
Source: Crescentrating (January4th 2012), Top 10 Halal Friendly Holiday Destinations for
2012 Announced (Online), Available At Https://Www.Crescentrating.Com/CrescentratingPress-Releases/Item/2393-Crescentrating-Announces-The-Top-10-Halal-Friendly-Holiday-Destinations-for2012.Html
Figure 3
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RESEARCH DESIGN
The report shows how Halal Tourism has developed as a new concept and the contribution of Islamic Tourism
(Halal Tourism) towards the economic growth of the economy of a country.The method adopted for this study was the
Exploratory Research Design.
Exploratory research is a research which is designed to generate basic knowledge, clarify relevant issues uncover
variables associated with a problem and uncover information needs. It is a very flexible and open ended process and
exploratory research is conducted to gain a deeper understanding of something.
Data Sources
For this was co-edited, codified and tabulated using MS Excel. The simple percentage analysis was utilized for
calculating the research, both Primary and Secondary Data was utilized.
Primary Data was used in the form if questionnaires and telephonic interviews. For the questionnaire a sample
size of 50 individuals of Islamic origin was taken. Telephonic interviews with the travel agents of 5 Travel Agencies were
conducted.
Secondary Data was gathered in the form of websites, books and journals published online.
The collected data percentage. Appropriate charts, graphs and tables have been illustrated to project the tabulated
data.
Limitations of the Study
The study was limited to a certain period of time and available data
For the questionnaire, a few of the respondents were either too busy or were hesitant to appear or express their
views. The travel agents were also very hesitant to answer questions.
Due to time constraint, not many travel agencies could be contacted for the survey.
Survey was carried out in the form of telephonic interviews with 5 travel agencies. Along with that questionnaires
were distributed with a sample size of 50. The 50 respondents were all taken of Islamic religion.
Travel agencies were contacted in order to inquire about the most famous Halal destination that they provide to
the consumers. 3 out of 5 travel agencies listed United States better than the UK for Halal Travel. They gave the reason as
Halal travel not being so developed in the UK areas. Apart from that the SNTTA (Sharjah National Travel and Tourist
Agency) travel agent was not very sure of the term Halal Tourism. When asked she was hesitant in her response which
made it clear that SNTTA might not be selling Halal packages. Cox and Kings, Dubai, stated that they sell halal packages
and even suggested a few destinations.
The next section shows the analysis and interpretations from the questionnaire conducted wherein a sample size of
50 was taken. This questionnaire was distributed to the Islamic population who travel quite often. The results gave a clear
picture about the need and awareness of the concept of Halal Tourism. Also it gave an idea of the Muslim Consumers basic
needs and their suggestions for the improvement of the tourism industry as a whole.
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Criterion Group
Once in every 5 years
Once in 2 Years
Once in a Year
Multiple times in a year
No. of Respondents
1
14
21
14
%
2%
28%
42%
28%
Travel Frequency
2%
28%
28%
Once in every 5 years
Once in 2 Years
Once in a year
Multiple times in a year
42%
Figure 5
The sample size consists of 50 respondents, out of which 42% respondents travel once a year, 28% travel multiple
times in a year, 28% travel once in 2 years and up to 2% travel once in 5 years.
Table 2: Planning the Trip
S. No.
1
2
Criterion Group
By Yourself
Through a Travel Agent
No. of Respondents
42
8
%
84%
16%
By Yourself
Figure 6
The sample size consists of 50 respondents, out of which, majority (84%) plan the trip by themselves and 16%
plan their trip with the help of a travel agent.
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Criterion Group
Family Vacation
Business
Religious
Visiting Friends and Relatives
No. of Respondents
15
5
12
18
%
30%
10%
24%
36%
Purpose of Travel
Visiting Friends and Relatives
18
Religious
12
Business
Family Vacation
15
Figure 7
The sample size consists of 50 respondents, out of which, 36% of the respondents travel to visit their friends and
relatives (VFR), 30% of the respondents travel for family vacation, 24% travel for religious purposes and the rest 10%
travel for business.
Table 4: Defining Halal
S. No.
1
2
3
Criterion Group
Pure
Impure
Lawful
No. of Respondents
38
0
12
%
76%
0%
24%
Impure
Lawful
24%
76%
Figure 8
The sample size consists of 50 respondents, out of which, according to 76% of the respondents the term Halal
means Pure and 24% of the respondents believe that Halal means Lawful.
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Criterion Group
Yes
No
No. of Respondents
48
2
%
96%
4%
Yes
No
96%
Figure 9
The sample size consists of 50 respondents, out of which, 96% of the respondents are aware about Halal products
whereas the rest 4% are not aware of Halal products.
Table 6: Known Halal Products
S. No.
1
2
3
4
5
Criterion Group
Cosmetics
Banking
Food
Pharmaceuticals
Travel
No. of Respondents
17
21
48
14
19
%
34%
42%
96%
28%
38%
Travel
Pharmaceuticals
14
48
Food
21
Banking
17
Cosmetics
Figure 10
The sample size consists of 50 respondents, out of which, 96% of respondents associate Halal with food, 42%
associate Halal with Banking, 34% associate Halal with Cosmetics, 28% of respondents associate Halal with
Pharmaceuticals and 38% associate the term Halal with Travel.
Table 7: Awareness about Halal Tourism
S. No.
1
2
Criterion Group
Yes
No
No. of Respondents
21
29
%
42%
58%
55
Yes
42%
No
58%
Figure 11
The sample size consists of 50 respondents, out of which, 58% of respondents are unaware of Halal Tourism and
the rest 42% are aware of Halal Tourism.
Table 8: Halal Friendly Travel
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
1
4
16
16
13
%
2%
8%
32%
32%
26%
16
13
Not Important
Less Important
Neutral
Important
Very Important
Figure 12
The sample size consists of 50 respondents, out of which, according to 32% of the respondents the destination
they travel to should follow Islamic Rules as set by the Shariah Law, 26% of respondents state that the criteria is very
important for them, whereas for 32% of respondents the criteria stays neutral and for 8% it is not important for the
destination to follow Islamic Rules.
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Criterion Group
Halal Travel
Normal Travel
No. of Respondents
50
0
%
100%
0%
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Halal Travel
Normal Travel
50
Series1
Figure 13
The sample size consists of 50 respondents, out of which, all the respondents prefer Halal Travel over Normal
Travel.
Table 10: Prayer Rooms at Hotels and Public Places
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
0
1
10
15
24
%
0%
2%
20%
30%
58%
15
10
Not Important
Less Important
Neutral
Important
Very Important
Figure 14
The sample size consists of 50 respondents, out of which, 58% respondents rated Prayer rooms at Hotels and
Public places as the most important factor they consider while travelling. For 30% of respondents the criteria is equally
important, 20% respondents are neutral and for 2% of respondents the criteria stands less important.
Table 11: Separate Restroom Facilities at Public Places
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
0
2
5
15
28
%
0%
4%
10%
30%
56%
57
Very Important
15
Important
5
Neutral
2
Less Important
Not Important
Figure 15
The sample size consists of 50 respondents, out of which, 56% respondents rated Separate Restroom Facilities at
Public Places as most important, 30% respondents rated the criteria as important, whereas for 10% respondents this criteria
stands neutral and 4% respondents rated the criteria as less important.
Table 12: Separate Swimming Facilities
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
1
4
13
13
19
%
2%
8%
26%
26%
38%
Not Important
38%
Less Important
26%
Neutral
Important
Very Important
26%
Figure 16
The sample size consists of 50 respondents, out of which, 38% respondents rated separate swimming facilities as
most important, for 26% respondents the criteria is important, whereas 26% rated separate swimming facilities neutral.
For 8% the criteria is less and important and the rest 2% rated it as not important.
Table 13: Availability of Halal Food
S. No.
1
2
3
4
5
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Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
1
1
10
12
26
%
2%
2%
20%
24%
52%
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Very Important
12
Important
10
Neutral
Less Important
Not Important
Figure 17
The sample size consists of 50 respondents, out of which, 52% respondents rated availability of Halal food at the
destination travelled to as very important. 24% respondents rated the criteria as important whereas for 20% respondents the
criteria is neutral, 2% respondents the criteria is less important and 2% respondents the criteria is not important.
Table 14: Alcohol Free Hotel
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
Not Important
0%
No. of Respondents
0
2
24
9
15
%
0%
4%
48%
18%
30%
Less
Important
4%
Very Important
30%
Neutral
48%
Important
18%
Figure 18
The sample size consists of 50 respondents, out of which, 30% respondents rated alcohol free hotel as very
important, 18% respondents stated the criteria as important, whereas for 48% respondents the criteria stands neutral and
4% rated the criteria as less important.
Table 15: Modest Dressing
S. No.
1
2
3
4
5
Criterion Group
Not Important
Less Important
Neutral
Important
Very Important
No. of Respondents
0
2
20
23
5
%
0%
4%
40%
46%
10%
59
Modest Dressing
23
20
5
0
Not Important
Less Important
Neutral
Important
Very Important
Figure 19
The sample size consists of 50 respondents, out of which, 46% respondents rated modest dressing as important,
40% respondents rated the criteria as neutral, 10% respondents rated modest dressing as very important and for 2%
respondents the criteria is less important.
CONCLUSIONS
Halal tourism has definitely gained popularity and has become a new phenomenon in the tourism industry and
countries across the globe should not miss on the opportunity to tap into this market.Thus it can be concluded that there are
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big opportunities in the implementation of the Halal Tourism concept. With the growing number of Muslim population and
Muslim travelers, this market segment is expected to grow fast. On the other hand, these opportunities come with big
challenges. These challenges include the measurement of Islamic hotel, and the acceptance and the implementation of the
concept among hoteliers and consumers.
REFERENCES
1.
Jafari, J. (1977). Editors Page. Annals of Tourism Research, 5(sp. issue), pp6-11.
2.
World Tourism Organisation (WTO). (1981). Tourism Multipliers Explained. Madrid: World Tourism
Organisation and Horwarth and Horwarth
3.
http://halbase.com/articles/Halal%20Tourism.pdf
4.
Saad Karim, Halal Tourism: Way to Muslim-friendly Environment An Industry that Goes Mainstream,
February 13th 2014
5.
Investments
In
The
Global
Halal
Industry:
Exploring
Faith-inspired
Consumerism,
7.
8.
9.
Head of MICE Sales Asia at Kuoni Group Travel Experts, part of Kuoni, one of the largest tourism companies
worldwide
of
halal
tourism
industry
to
be
discussed
in
Moscow,
th
61
RoryUAE
hotel
and
tourism
sector
to
reach
$7.5
billion
by
2016,
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