Stronger Halal Tourism Push
Thailand is strengthening its push to cement its position as a halal-friendly destination. During the Mega Halal 2025 exhibition in Bangkok, various government, and tourism stakeholders discussed important action points.
From July 16 to 18, the event at BITEC Bangna featured beauty, fashion, food, wellness, and travel offerings. Moreover, it also drew the participation of 500 exhibitors and participants from over 50 countries and more than 15,000 visitors.
In 2024, Thailand ranked 32nd out of 145 Global Muslim Travel Index (GMT) destinations. More importantly, it ranked 5th out of non-OIC (Organisation of Islamic Cooperation) nations.
Overall, this objective reflects a broader trend. In particular, experts project more than 1 million visitors from the Middle East and Africa (MEA) region in 2025.
Voices from the Halal Industry
At the event, tourism leaders highlighted the need for structural changes. For instance, Aida Oujah, Thai-ASEAN Halal Tourism Association (TAHTA) president, said, “The bidet is important. If there’s no water in the bathroom, it’s a big issue, especially for Muslim women.”
“At the same time, Muslim travelers mostly want the same itineraries as other tourists. The religious requirements create only about 30 per cent differences in the programme,” she added.
To that end, experts urged better facilities, including prayer rooms, water-friendly restrooms, and staff trained in cultural sensitivity.
More importantly, many emphasized the need for better certification, amid the proliferation of misleading and unauthentic stickers. Correspondingly, standardizing this across provinces would build trust with Muslim travelers.
“Muslims talk among themselves and know when something isn’t truly halal – even if the vendor wears a hijab,” Oujah pointed out. “Also, travelers don’t look for the owner’s name, Fatimah or Mohammad – they look for the halal symbol.”
Meanwhile, travel blogger Sakarin Sadlah proposed a local app to help Muslim tourists locate eateries, mosques, and prayer spaces. Similar apps for inspiration include Japan’s Halal Navi.
Government, Market Response
Overall, the Thai government is responding with policy shifts. In particular, it has launched a national roadmap for 2024–2028 and formed a National Halal Industry Committee (NHIC).
Moreover, Prime Minister Paetongtarn Shinawatra has pledged support for halal industry cooperation under Thailand’s food security framework and energy sector.
In 2023, Thailand’s halal food exports exceeded THB 222 billion ($7 billion). Industry leaders believe tourism could contribute significantly if it is linked properly with halal services.
Furthermore, Thailand also aims to attract more Muslim visitors from countries like Indonesia, Malaysia, the Middle East, and South Asia.
Barriers and Solutions
Despite momentum, several challenges persist. For instance, these include inconsistent certification processes, limited awareness among tourism providers, and competition from regional leaders like Malaysia.
Nevertheless, opportunity still abounds. The global halal economy is projected to surpass $3.1 trillion by 2027. As such, travel and hospitality remain high-growth sectors.
Additionally, stakeholders are calling for more training programs, stronger government-private partnerships, and targeted international marketing campaigns.
Outlook for Halal Market
If efforts continue, Thailand could add over 100,000 tourism jobs by 2028 and raise its GDP by at least 1.2%.
Finally, as Aida Oujah noted, Thailand “must be prepared” to gain a share of the growing halal tourism market.
Photo: Freepik
