Mastercard, in collaboration with CrescentRating, has released two new reports titled Halal Travel Trends 2026 and Muslim Women in Travel 2026, which explore how Muslim travel continues to evolve amid rising demand for more inclusive, trusted and purpose-driven travel experiences. The reports highlight Muslim travel as an increasingly significant global growth opportunity, with Halal Travel Trends 2026 estimating international Muslim visitor arrivals at 186 million in 2025 and projecting this figure to rise to 245 million by 2030. Meanwhile, Muslim Women in Travel 2026 reports that Muslim women accounted for 90 million international arrivals in 2025, representing 48% of global Muslim visitor arrivals, up from 63 million and 45% in 2019.
The findings also show that foundational Muslim-friendly tourism services, particularly halal food and prayer facilities, have become more widely available in recent years, while traveller expectations have expanded to include safety, digital confidence and faith-aligned assurance as part of a new industry standard. At the centre of both reports is CrescentRating’s RIDA framework (Responsible, Immersive, Digital and Assured), which provides a practical roadmap for destinations, tourism boards and businesses to better serve Muslim travellers.
Asia continues to play a central role in the global Muslim travel ecosystem. Halal Travel Trends 2026 finds that the region attracted nearly 120 million Muslim visitors in 2024, accounting for 65% of the world’s 176 million Muslim travellers. This strong position is driven by robust connectivity, cultural depth, established halal infrastructure and close proximity between key source and destination markets. Within ASEAN, Malaysia, Indonesia, Singapore and Brunei are identified among preferred destinations for Muslim women travellers, while Southeast Asia itself accounts for 5.8 million Muslim women travellers as a source region. The region’s established halal ecosystems, family-friendly offerings, strong regional connectivity and increasing investment in inclusive tourism provide a solid foundation to serve this rapidly evolving market.
Beyond Muslim-majority destinations, the reports also highlight growing opportunities for destinations that improve the visibility and reliability of Muslim-friendly offerings, enabling stronger conversion from interest to confirmed travel while enhancing traveller confidence.
Muslim Women in Travel 2026 further underscores the growing influence of Muslim women as a key segment shaping the future of inclusive tourism. Muslim women are increasingly influencing where, how and why travel is planned, whether for family holidays, solo journeys, religious travel, business trips or women-led group experiences. Safety and trust remain top priorities, with 60% of respondents identifying general safety and comfort as the most important destination factors, followed by Muslim-friendliness at 30%. Travellers also expect confidence in accessing halal food, locating prayer spaces, maintaining modesty, moving safely across destinations and practising their faith without discrimination or judgement.
Digital platforms are also playing an increasingly important role in travel decision-making, with 68% of respondents stating that social media influences their travel choices. Instagram is identified as the most widely used platform, followed by YouTube and TikTok, while artificial intelligence tools are emerging as an additional layer of travel assurance, helping travellers research destinations, compare options, plan itineraries, identify halal dining and assess safety considerations.
“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, Senior Vice President, Customer Solutions Center, Southeast Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to view the full traveller journey, from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”
Both reports point to a clear industry shift from availability to assurance, where destinations that make Muslim-friendly services more visible, verifiable and consistent are better positioned to convert demand into actual visits and build long-term loyalty. The RIDA framework supports this transition through four pillars: Responsible, which promotes community-led tourism, environmental stewardship and regenerative practices; Immersive, which focuses on deeper cultural, heritage and local experiences beyond sightseeing; Digital, which leverages technology, AI and secure payments to reduce friction and enhance confidence; and Assured, which builds trust through verified halal services, safety standards, inclusive infrastructure and consistent quality across all touchpoints.
“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, Director of Operations, CrescentRating. “Muslim travellers are looking for experiences that are meaningful, inclusive and easy to trust. Destinations that clearly communicate their readiness and consistently deliver across the journey will be best positioned to build long-term loyalty.”
As Muslim travel continues to expand across regions and traveller segments, the reports highlight the importance of a more integrated approach to tourism development. By embedding responsible practices, authentic experiences, digital confidence and trusted faith-aligned services into destination planning, the industry can unlock stronger participation, deeper loyalty and more resilient long-term growth.
