Eighty percent of Muslim travellers now rely on artificial intelligence to plan their trips, shifting the industry from physical infrastructure to digital discoverability, according to the Mastercard and CrescentRating report. Destinations that fail to digitize their halal-friendly services risk being excluded by AI recommendation engines, regardless of their local amenities.
How is AI changing the Muslim travel market?
AI-powered tools are replacing traditional search methods for finding halal dining, prayer facilities, and transport routes. According to Aisha Islam, Senior Vice President for Customer Solutions Centre at Mastercard, businesses must now ensure their services are easily discoverable by algorithms to remain relevant. This shift means a destination’s digital footprint is as critical as its physical offerings. If an AI cannot scrape or verify a business as “Muslim-friendly,” that business effectively disappears from the itineraries of 80% of the market.
For the 11th consecutive year, Malaysia has secured the top spot on the Global Muslim Travel Index (GMTI), scoring 82 points due to its mature halal ecosystem and targeted marketing.
Why are travelers favoring regional destinations?
Global volatility, including rising fuel costs and geopolitical tensions, is pushing Muslim travellers to prioritize predictability and proximity. This trend has bolstered Southeast Asia as a primary travel corridor. Data from the GMTI report shows Asia currently hosts nearly 128 million Muslim visitor arrivals. Mindanao in the Philippines and West Java in Indonesia were specifically recognized for their growth in this sector, highlighting a move toward regional connectivity over long-haul flights.

How do destinations compete for Muslim travelers?
The competition is no longer just about building mosques or halal restaurants; it is about “destination activation.” The GMTI 2026 framework introduces a “Destination Activation Stack” to measure how well a location communicates its readiness to travelers. According to Fazal Bahardeen, CEO of CrescentRating and HalalTrip, modern travelers demand certainty before booking. Destinations are now evaluated on:
- Digital Discoverability: Can AI systems find and verify the halal status of local services?
- Trust Signals: Are there reliable reviews and transparent data points available online?
- Responsible Experiences: Does the destination offer sustainable and inclusive tourism options?
Comparison of Top Muslim-Friendly Destinations
The market remains split between Organization of Islamic Cooperation (OIC) nations and non-OIC destinations. According to the latest index data, the top tier is highly competitive:
| Destination | Category | GMTI Score |
|---|---|---|
| Malaysia | OIC | 82 |
| Indonesia, Türkiye, Saudi Arabia | OIC | 79 |
| Singapore | Non-OIC | 72 |
If you are planning a trip, verify your destination’s “digital readiness” by checking if local halal-certified restaurants are pinned and reviewed on major travel AI platforms before booking your accommodation.
Frequently Asked Questions
What is the most Muslim-friendly destination globally?
Malaysia holds the top position for the 11th year in a row, according to the GMTI, due to its comprehensive halal tourism infrastructure.

Why does AI matter for halal travel?
AI acts as a gatekeeper. If a destination’s services aren’t digitized, AI tools cannot recommend them, causing the destination to lose visibility among the 80% of Muslim travelers who use these tools to plan.
What is the “Destination Activation Stack”?
It is a new framework introduced in the GMTI 2026 report that measures a destination’s digital discoverability and trust signals, moving beyond simple physical infrastructure readiness.
Are you planning your next getaway? Tell us in the comments how you use AI to find halal-friendly services, or subscribe to our newsletter for more travel industry insights.



