Halal-conscious travel presents a growing opportunity for African destinations but requires practical changes and increased awareness, according to a recent industry webinar hosted by the African Travel & Tourism Association (ATTA).
The webinar – “The Rise of Halal Travel: Connecting Africa’s Tourism to the Global Muslim Traveller” – featured insights presented by Hafsa Gaher, Founder and CEO of Halal Travel Network, a B2B platform that connects tourism businesses with the global Muslim market.
According to Gaher, halal tourism is often misunderstood as a niche market focused only on religious observance. In reality, it encompasses a broader travel lifestyle that includes halal food, prayer spaces, modesty-conscious services and alcohol-free environments. It also increasingly intersects with wellness, sustainability and “dry tripping” (a travel preference for alcohol-free and health-conscious experiences).
“Halal tourism is not just about food, it’s about a traveller’s full lifestyle,” said Gaher. “Even small operators can start by being transparent and accommodating where possible. You don’t need a new kitchen but you do need clarity and cultural sensitivity.”
Growing market, high expectations
The halal travel market is forecast to reach US$300 billion by 2030 with the 2024 market valued at US$230 billion. Key source markets include the Gulf Cooperation Council region, the UK (home to over four million Muslims), Nigeria, Western Europe and Southeast Asia. Gaher noted that younger Muslim travellers are particularly digital-savvy and prioritise inclusive branding and ease of information over certification alone.
“Increasingly, travellers want to feel considered, not just accommodated,” said Gaher. “Operators should ensure their websites, booking systems and imagery reflect that inclusivity.”
Practical changes for operators
Gaher outlined low-cost, practical adaptations that operators can implement to better serve halal-conscious guests:
- Clear labelling of halal, vegetarian and alcohol-free food options
- Optional removal of alcohol from rooms on request
- Prayer spaces or identifying quiet areas that can be used for this purpose
- Rotating pool hours to offer women-only or family times
- Providing a list of nearby halal restaurants if none are available on-site
She advised operators to train frontline staff to respond to common questions respectfully without creating awkwardness. For example, providing alternatives if halal food is unavailable or indicating prayer spaces, even if improvised, can go a long way in building trust.
While halal certification is available, Gaher emphasised that operators should focus first on transparency and progression.
“If you don’t have certification, be open about what you can and can’t do, and be clear that you’re on a journey,” she said.
