The global halal tourism market tells a compelling story: projected to reach US $302 billion in 2025 and nearly double to over US $548 billion by 2035, growing at a robust 6.1% to 6.5% CAGR. This surge is fueled by the expanding Muslim population worldwide, rising disposable incomes in key countries like Indonesia, Malaysia, and Turkey, and increasing demand for travel experiences that align with Islamic values.
Southeast Asia has established itself as a halal tourism powerhouse, with Indonesia and Malaysia topping the 2024 Mastercard-CrescentRating Global Muslim Travel Index among 145 destinations. Yet beyond these statistics lies a quieter revolution in luxury travel—one led by Halaluxe, a pioneering platform reshaping how hospitality serves Muslim travelers seeking authentic, values-based luxury experiences.
The genesis of change
Founded by Anis Ramli, a seasoned travel journalist serving as Malaysia Correspondent for Singapore’s Travel Weekly Asia and Meetings & Conventions Asia, Halaluxe emerged from personal necessity and professional observation. Having experienced the world’s finest resorts firsthand, she recognized a significant gap: Muslim travelers were consistently underserved despite representing a growing, deeply loyal demographic.
“Many resorts and properties were already going above and beyond to personalize services for discerning Muslim guests: private villas, female-friendly spas, kids entertainment,” explains Ramli. “But, the challenge for any Muslim traveler remains halal food.”
Beyond food: Understanding halal mindfulness
While halal dining remains paramount, Halaluxe’s vision extends beyond culinary considerations. The platform introduces “halal mindfulness”—a holistic approach recognizing halal as encompassing an entire lifestyle rooted in values of care, trust, ethics, and community.
This reveals an encouraging truth: most hospitality brands already possess what Ramli calls “Muslim-friendly DNA.” Elements like exceptional service, sustainability initiatives, and community engagement naturally align with Islamic values. The challenge lies in recognizing and authentically integrating these existing strengths.
Experiential luxury redefined
Long before “experiential travel” became a post-pandemic buzzword, Halaluxe was redefining luxury for Muslim travelers. Today’s discerning Muslim traveler seeks something fundamentally different from traditional luxury markers.
“Today’s luxury isn’t loud with all the blings; it’s quiet and intentional,” Ramli observes. For travelers accustomed to confined urban living, true luxury translates into space, privacy, and meaningful time.
Halaluxe’s “experiential halal luxury” centers on creating authentic connections—with oneself, local communities, and destinations. Rather than checking off tourist attractions, it might involve watching movies under stars at Kiri Private Reserve or learning sustainability while collecting eggs for breakfast at Six Senses Ninh Van Bay.
The Philippines: Untapped potential
During her recent visit to The Farm at San Benito, Ramli noted both promise and opportunity in the Philippines’ halal tourism approach. While the Department of Tourism is moving in the right direction, significant improvement remains possible.
The Philippines possesses natural advantages: warm hospitality, rich cultural heritage, and stunning resorts. However, realizing this potential requires addressing practical needs—greater halal food accessibility in Metro Manila and increased industry awareness about serving Muslim guests with authentic respect.
Simple but meaningful changes could transform experiences: training staff to understand modesty requirements or proactively removing alcohol from minibars without being asked. These thoughtful gestures demonstrate genuine care rather than mere accommodation.
The wisdom of authentic service
For hospitality professionals seeking to serve Muslim travelers authentically, Ramli offers crucial insight: “The Muslim traveler is like any other traveler — we want to spa, swim, shop, eat, celebrate.” The distinction lies in being guided by values ensuring a holistic approach to life, encompassing consumption choices, dress codes, social interactions, environmental consciousness, and business ethics.
Exceptional hospitality transcends transactional service. “Understand not just what Muslims need, but why they need it,” advises Ramli. “When you approach Muslim travelers with sincere curiosity and courtesy, they respond — not just with reviews, but with return bookings.”
The Muslim travel market embodies a community seeking authentic experiences honoring their values while delivering exceptional quality—travelers demonstrating remarkable loyalty to brands serving them with genuine understanding. Halaluxe’s approach offers a compelling blueprint: luxury that’s inclusive without compromise, experiential without losing elegance, and profitable through authentic connection.
