The Hong Kong Tourism Board (HKTB) has announced a strategic partnership with leading travel platform Klook to strengthen the city’s position as a top Muslim-friendly destination. This collaboration introduces curated itineraries, halal dining options, and prayer-friendly experiences designed to meet the growing demand from Muslim travellers.
A Growing Market for Muslim Travel
Recent data highlights a significant surge in Muslim travel. According to the Global Muslim Travel Index (GMTI) 2025, international Muslim arrivals reached 176 million in 2024, marking a 25% increase from 2023. Projections suggest this figure could rise to 245 million by 2030, with spending expected to reach US$230 billion.
Reflecting this trend, Klook reported a 43.5% year-on-year increase in bookings from Muslim travellers visiting Hong Kong, particularly for theme parks and cultural attractions.
Jelajah Hong Kong Campaign Enters New Phase
The initiative builds upon HKTB’s Jelajah Hong Kong campaign, its first multi-market programme tailored to Muslim audiences. Through the partnership, Klook now offers a one-stop platform featuring:
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Halal-certified and Muslim-friendly restaurants
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Prayer facilities across key attractions
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Family-friendly day trips and cultural experiences
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Curated travel itineraries developed with input from Klook’s Kreator community in Singapore, Malaysia, and Indonesia
This ensures that Muslim travellers can explore Hong Kong with confidence, knowing their faith-based needs are respected.
Recognition and Global Standing
Hong Kong’s efforts in inclusive tourism have gained international recognition. The city was awarded Most Promising Muslim-Friendly Destination of the Year at the Halal in Travel Awards 2025. Additionally, it ranked third among non-OIC destinations and second worldwide in Muslim Women Friendly Travel within the 2025 GMTI rankings.
Klook’s earlier collaboration with CrescentRating and HalalTrip has also played a role in developing verified Muslim-friendly travel ratings, setting industry standards for inclusive tourism.
Expert Insights
Fazal Bahardeen, CEO of CrescentRating and HalalTrip, emphasized the importance of providing accessible, reliable information for Muslim travellers. He explained that travel to non-Muslim-majority countries can often feel daunting when resources such as halal dining and prayer facilities are not clearly available. The HKTB–Klook initiative, he noted, is an effective model for making destinations more welcoming and inclusive.
Liew Chian Jia, HKTB’s Regional Director for Southeast Asia, highlighted that the Jelajah Hong Kong campaign has already generated strong interest among Muslim travellers. He added that the partnership with Klook underscores Hong Kong’s commitment to offering diverse, inclusive tourism experiences.
A Step Towards Inclusive Travel
The HKTB and Klook collaboration marks a milestone in positioning Hong Kong as a global hub for Muslim-friendly travel. With rising demand and growing recognition in international tourism rankings, the city is set to strengthen its role as an inclusive destination where Muslim visitors can enjoy culture, entertainment, and hospitality without compromising their faith.
