10th annual report spotlights leading Muslim-friendly destinations worldwide

Baku, Azerbaijan – June 2025 – As awareness of Muslim travelers’ needs grows, Halal travel is increasingly shaping how destinations design and deliver experiences. According to the newly released 2025 Mastercard-CrescentRating Global Muslim Travel Index (GMTI), international Muslim arrivals reached 176 million in 2024 – up 25% from 2023 – and are projected to grow to 245 million by 2030. By then, total travel spending is expected to reach USD$230 billion, highlighting the growing influence and economic potential of this vibrant market. To stay competitive, travel and tourism stakeholders must adapt to the evolving needs of Muslim travelers, prioritizing purpose, inclusivity, and digital innovation. The 10th edition of the GMTI identifies the key trends and destination leaders shaping the future of Halal-friendly travel.

Key Consumer Trends Impacting Halal Travel

GMTI 2025 highlights five important trends shaping Muslim travel preferences today:

●       Smart Apps for Halal Journeys: Muslim travelers are embracing digital tools that offer seamless access to faith-aligned services and personalized experiences.

●       The Modern Female Muslim Traveler: Women are shaping the Halal travel sector in powerful ways, driving demand for safer, inclusive, and thoughtfully designed spaces.

●       Muslim-friendly facilities: Destinations that offer alcohol-free environments, Halal-certified dining, prayer facilities, and gender-segregated pools and spas are becoming essential.

●       Solo Travel Surge: Younger Muslim travelers are embracing solo adventures, favoring autonomy and personalized itineraries.

●       Digital Detox Retreats: Inspired by Islamic values of mindfulness and balance, many travelers are seeking tech-free escapes rooted in nature and spirituality.

Destinations Leading the Way
The GMTI 2025 highlights leading destinations around the world that are setting benchmarks in Muslim-friendly travel.
Among OIC destinations, Malaysia retains the top spot, recognized for its accessible Halal-friendly services and infrastructure. Türkiye, Saudi Arabia, and the United Arab Emirates (UAE) share the second spot. Indonesia also ranks highly, supported by its rich cultural appeal.

Among non-OIC destinations, Singapore remains the leader – recognized for its emphasis on inclusivity and cultural sensitivity. Hong Kong, Thailand, the Philippines, and Taiwan are also making significant strides in Muslim-friendly travel innovation.

Azerbaijan’s Rising Momentum in the Muslim Travel Landscape

Azerbaijan continues to strengthen its standing as one of the most promising Muslim-friendly destinations in the region. In the GMTI 2025 report, the country appears across multiple high-impact categories, signaling steady progress and international recognition.

Most notably, Azerbaijan ranks among the Top 20 OIC countries in three key areas that matter deeply to today’s Muslim travelers:

• Women-Friendly Destinations: Azerbaijan is listed among the Top 20 OIC destinations becoming more welcoming to Muslim women — a positive sign of progress and opportunity.
  Continued focus on inclusive policies and safe, empowering spaces can help build on this momentum. One example is SHE Congress — a major women’s leadership congress in Azerbaijan, where Mastercard is a proud partner. Events like this help foster dialogue and shift perceptions, both locally and in the travel experience.
• Accessible Destinations: In a world where ease of travel matters more than ever, Azerbaijan has emerged as one of the best choices from the accessibility point of view. Strong transport infrastructure, regional flight networks, and simplified visa processes have helped the country gain recognition for its physical and logistical openness to Muslim tourists.
• Access Pillar of the ACES Framework: Top Scores in Travel Access: Azerbaijan ranks among the Top 10 OIC destinations in the “Access” category — one of the core pillars of the GMTI framework. This means the country stands out when it comes to factors like connectivity, visa processes, border entry, and transportation infrastructure. While its score of 42.2 alone may not tell the full story, being in the top 10 out of 74 OIC countries sends a clear signal: Azerbaijan is increasingly easy to reach and navigate for Muslim travelers — a major advantage in today’s competitive travel landscape

Beyond these highlights, Azerbaijan is also included in the RIDA Impact Score framework — a forward-looking metric evaluating countries on how responsibly, immersively, digitally, and reliably they serve Muslim travelers. This inclusion reflects Azerbaijan’s growing maturity as a destination ready to align with global standards of sustainable and inclusive tourism.

From heritage-rich cities like Baku and Shamakhi to natural sanctuaries in Gabala and Naftalan, Azerbaijan offers both spiritual and experiential depth. Combined with ongoing investments in smart tourism and digital transformation, the country is well on track to become a magnet for faith-conscious, experience-seeking travelers in the Muslim world.

Fazal Bahardeen, Founder & CEO, CrescentRating said, “As we launch the 10th edition of the Mastercard-CrescentRating GMTI, we celebrate an eleven-year journey of innovation with Mastercard. This report is a catalyst for change, shaping tourism policies globally. Together with Mastercard, we remain committed to building a travel ecosystem rooted in understanding, inclusivity, and excellence, ensuring travel continues to bridge cultures and celebrate diversity.”

Avşar Gürdal, General Manager, Turkey and Azerbaijan, Mastercard, said, “Tourism is a powerful driver of economic growth, supporting job creation, empowering local tourism businesses, and advancing national development agendas. Mastercard remains committed to working with governments, tourism authorities, and industry partners to elevate travel through inclusive growth, digital innovation, and data-driven insights. The 10th edition of the Mastercard-CrescentRating GMTI reflects a long-standing collaboration built on shared purpose to help shape a more resilient, inclusive, and opportunity-rich travel ecosystem.”

With the global Muslim travel market entering a dynamic new growth phase, GMTI 2025 serves as a timely guide for stakeholders looking to tap into this fast-evolving landscape.

Download the full GMTI 2025 report here: https://www.crescentrating.com/halal-muslim-travel-market-reports.html 

About CrescentRating

CrescentRating is the leading authority on Halal travel and tourism. The company uses insights, industry intelligence, lifestyle, behavior and research on the needs of the Muslim traveler to deliver authoritative guidance on all aspects of Halal travel to organizations across the globe. Founded in 2008, CrescentRating services are used by every tier of the tourism industry, from government bodies and tourism agencies to hospitality service providers, to better serve the needs of the Muslim traveler. CrescentRating’s products and services include rating & accreditation, research & consultancy, training, & certification (CR Academy), industry reports, Halal-In-Travel conferences, HalalChefWorld program, destination marketing and content provisioning. HalalTrip is a sister brand of CrescentRating.

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