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GMTI study spotlights global Halal travel

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TTR WEEKLY
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SINGAPORE, 18 June 2025: As awareness of Muslim travellers’ needs grows, Halal travel is increasingly shaping how destinations design and deliver experiences, the latest study reveals.

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 travellers, prioritising 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 significant trends shaping Muslim travel preferences today:

Smart Apps for Halal Journeys: Muslim travellers are embracing digital tools that offer seamless access to faith-aligned services and personalised 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 options, prayer facilities, and gender-segregated pools and spas are becoming increasingly essential.

Solo Travel Surge: Younger Muslim travellers are embracing solo adventures, favouring autonomy and personalised itineraries.

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

Destinations Leading the Way in Muslim-Friendly Travel

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, recognised for its accessible Halal-friendly services and infrastructure. Türkiye, Saudi Arabia, and the United Arab Emirates (UAE) share the second spot, each offering a potent combination of cultural heritage, modern amenities, and dedicated efforts to enhance the Muslim travel experience. Indonesia also ranks highly, supported by its rich cultural appeal.

Other notable destinations in the Gulf region include Qatar, Oman, and Kuwait, all of which continue to strengthen their offerings for Muslim travellers.

Among non-OIC destinations, Singapore remains the leader, recognised for its emphasis on inclusivity and cultural sensitivity. Thailand and the Philippines are steadily emerging as rising Muslim-friendly destinations in Southeast Asia.

Thailand offers warm hospitality and a growing range of Halal-certified services, while the Philippines is enhancing its capacity to serve Muslim travellers through better Halal food access and Muslim-friendly features at key tourist sites.

In addition, Hong Kong has emerged as a standout non-OIC destination, ranking third in the GMTI 2025. The city has invested significantly in Muslim-friendly infrastructure, with 61 hotels accredited by CrescentRating and 153 restaurants certified as Halal by the Trustees of the Islamic Community Fund of Hong Kong. Hong Kong also received the Most Promising Muslim-Friendly Destination of the Year award, part of the Global Muslim Travel Index Awards.

Taiwan has also continuously positioned itself as a Muslim-friendly destination, offering a welcoming environment that respects cultural and religious diversity. Over 230 restaurants and hotels have been certified as Halal by the Chinese Muslim Association, many of which feature separate kitchens to accommodate dietary requirements.

CrescentRating Founder & CEO Fazal Bahardeen said: “As we launch the 10th edition of the Mastercard-CrescentRating GMTI, we celebrate an eleven-year journey of innovation with Mastercard. This report catalyses change, shaping tourism policies worldwide. 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.”

Mastercard Division President Southeast Asia Safdar Khan said: “Tourism is a powerful driver of economic growth in Southeast Asia, 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 a shared purpose to help shape a more resilient, inclusive, and opportunity-rich travel ecosystem.”

As the global Muslim travel market enters a dynamic new growth phase, GMTI 2025 serves as a timely guide for stakeholders seeking to tap into this rapidly evolving landscape.

2025 Global Muslim Travel Index Rankings

*Hong Kong received the Most Promising Muslim Friendly Destination of the Year Award, having improved its GMTI score by 10 points — the biggest jump among non-OIC destinations. Download the full GMTI 2025 report here: Muslim Travel, Tourism & Halal Food Market Research, Reports & Publications.

HK Express deal on Miyako flights

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TTR WEEKLY
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HONG KONG, 18 June 2025: Low-cost airline HK Express has confirmed it will launch flights to Miyako Shimojishima, Japan, effective 27 June, with fares starting from HKD118 one way.

HK Express has launched flights to Cheongju and Daegu, with Miyako Shimojishima scheduled to follow next week.

Photo credit: HK Express.

The airline, which is part of the Cathay Grou,p is teaming up with eight hotels that are part of the Shigira Seven Miles Resort complex to deliver getaway deals for Hong Kong residents.

Flying an A320 configured with 188 seats in a single class, the airline will serve Miyako Shimojishima airport (SHI) with four weekly services on Tuesday, Thursday, Friday and Sunday starting 27 June. The flight time is two hours and 25 minutes.

Flight schedule

UO814 departs Hong Kong (HKG) at 1410 and arrives in Miyako Shimojishima (SHI) at 1725.
UO815 departs Miyako Shimojishima (SHI) at 1810 and arrives in Hong Kong (HKG) at 1935.

One-way “Lite” fares to Miyako Shimojishima start from just HKD 118. When you book a flight to Miyako, you get to stay at one of the resort’s eight designated hotels to enjoy up to 20% off with daily breakfast, or stay four nights and pay for three nights with breakfast included.

Booking period: From now until 18 June 2025 (HKT 2345)
Travel period: 27 June to 24 August 2025.

Shigira Resort Seven Miles Offer

Shigira Seven Miles Resort boasts eight hotels, from cosy and casual to full-on luxury.

Booking Period: Now until 20 October 2025 (HKT 2250)
Stay Period: 27 June to 25 October 2025

Designated Hotels

Hotel Shigira Mirage
Hotel Shigira Mirage Beachfront
Shigira Bayside Suite Allamanda
Allamanda Imgya Coral Village
Hotel Breeze Bay Marina
Hot Cross Point Santa Monica
Hotel Seabreeze Coral
Wellness Villa Brisa

Ethiopian introduces Hyderabad service

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TTR WEEKLY
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SINGAPORE, 18 June 2025: Ethiopian Airlines launched a new passenger service to Hyderabad, India, on 16 June 16, scheduling three weekly flights from its home base at Addis Ababa Bole International Airport.

The new service was celebrated with a launch ceremony attended by senior government officials, ambassadors, distinguished guests, and members of the aviation community.

Photo credit: Ethiopian.

This new route underscores the airline’s commitment to enhancing connectivity between Africa and India by offering passengers more direct flight options to India’s gateway cities.

Flight schedule.

During the official launch of the new route, Ethiopian Airlines Group CEO Mesfin Tasew remarked: “We are pleased to commence this new passenger service to Hyderabad, the sixth destination Ethiopian operates in India. We believe that beyond providing air transportation service, this new flight will play a pivotal role in strengthening trade and tourism ties between the two regions.”

Ethiopian Airlines currently operates over 50 weekly dedicated passenger and cargo flight services to five Indian cities: Delhi, Mumbai, Bengaluru, Ahmedabad, and Chennai.

CX debuts Munich flights

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TTR WEEKLY
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HONG KONG, 18 June 2025: Cathay Pacific welcomed the launch of its new direct flights between Hong Kong and Munich on Monday, marking the first time the airline has directly connected its home hub to the Bavarian capital.

The four weekly flights to Munich further bolster Cathay Pacific’s presence in Europe, coming shortly after the launch of its seasonal flights to Rome on 5 June and ahead of its return to Brussels on 3 August. The airline deploys an Airbus A350-900 on the long-haul route to Munich.

In a press statement, Munich Airport CEO Jost Lammers commented: “We are proud that Cathay Pacific, one of the world’s leading airlines, is now flying to Munich. With a population of over 85 million, Hong Kong and the Greater Bay Area are among the most important economic regions in Asia. This new route will further strengthen Munich Airport’s position as a hub for business and leisure travellers between Europe and Asia, which is crucial for the entire region.”

Together with low-cost carrier HK Express, Cathay Pacific continues to launch passenger services to more destinations around the world. The Cathay Group has now reached 100 passenger destinations worldwide, offering customers more connectivity and choices when travelling.

The two airlines are adding 18 destinations to their combined passenger network in 2025, with further announcements expected to follow. This month alone, Cathay Pacific has launched services to Rome and Munich, and HK Express has launched flights to Cheongju and Daegu, with Miyako (Shimojishima) scheduled to follow next week.

Cathay Chief Customer and Commercial Officer Lavinia Lau commented: “We are very pleased to welcome Munich into our global network for the first time, offering customers a direct connection between Hong Kong and a key economic, manufacturing and transportation hub in Europe. Customers can explore Munich’s diverse blend of culture, art and innovation or connect to a wide range of onward destinations in Europe through our codeshare partners.

“Meanwhile, customers travelling to Hong Kong can connect to the Cathay Group’s extensive passenger network via our home hub, which now covers 100 destinations worldwide. This global connectivity reinforces Hong Kong’s status as a leading international aviation hub and a premier gateway linking the Chinese Mainland and the world. As we grow and expand, we remain focused on adding more flights and destinations for our customers and providing them with a seamless journey.”

Cathay Pacific’s flights between Hong Kong and Munich are operated using its Airbus A350-900 aircraft, providing customers with fully flat beds in Business, spacious seats in Premium Economy, and comfort in Economy cabins. The flight schedule is as follows (all times local):

Together with the airline’s Brussels service to be introduced in August, Cathay Pacific will operate close to 100 return flights per week to 12 destinations in Europe during this year’s summer peak, including Amsterdam, Barcelona, Brussels, Frankfurt, London Heathrow, Madrid, Manchester, Milan, Munich, Paris, Rome and Zurich.

In addition to Cathay Pacific’s passenger services, Cathay Cargo plans to operate seven freighter flights per week to and from Europe in summer 2025.

Rainforest music hits new heights

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TTR WEEKLY
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KUCHING, 17 June 2025: Sarawak Tourism Board hosts the 28th edition of the Rainforest World Music Festival 2025, 20 to 22 June, with a focus on sustainability. 

The festival will be held at the Sarawak Cultural Village and will feature performances, workshops, and cultural displays. This year’s theme is “Evolution”, highlighting the festival’s growth and its commitment to environmental awareness and artistic preservation. 

Here are the highlights

The festival will take place from 20 to 22 June 2025 at the Sarawak Cultural Village, with an estimated attendance of 30,000 concertgoers.

Theme

The festival’s theme is “Evolution”, emphasising its development and its role in promoting sustainable practices in tourism and conservation. 

Sustainability

The festival is recognised for its commitment to sustainability, featuring initiatives such as tree-planting drives, recycling points, and water refill stations. 

Performers

Headliners include Earth, Wind & Fire Experience by Al McKay, Siberian group Otyken, and Sarawak’s own At Adau. 

Other Activities

In addition to evening concerts, the festival will feature daytime music workshops, cultural displays, and food stalls. 

About RWMF
The Rainforest World Music Festival (often abbreviated as RWMF) is an annual three-day music festival celebrating the diversity of world music. Held in Kuching, Sarawak, Malaysia, it includes daytime music workshops, cultural and craft displays, food stalls, as well as main-stage evening concerts in an actual rainforest setting, under the dramatic backdrop of Mount Santubong. 

Starting with only a few hundred people attending in 1998, the festival has grown to become an internationally recognised music festival with a forecasted attendance of around 30,000 attendees for the 2025 event. This is an increase from the record-breaking 26,000 attendees at the 2024 festival.

For more information on the music festival, visit Rainforest World Music Festival.

About Sarawak
A kaleidoscope of culture, adventure, nature, food and festivals is the best description for Sarawak. Sarawak comprises more than 34 ethnic tribes, each with its unique traditions, lifestyles, music, and food while sharing their warm hospitality. Malaysia’s largest state, Sarawak, is endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 square kilometres, featuring towering mountains and cool highlands, jagged limestone formations, mysterious cave systems, winding rivers, and quiet beaches.

For more information on Sarawak’s tourist attractions, visit Sarawak Tourism Board.

Star Voyager sails between Vietnam and Singapore

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TTR WEEKLY
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HO CHI MINH CITY, 17 June 2025: The all-new StarCruises celebrates the arrival of the Star Voyager cruise ship in Ho Chi Minh City, Vietnam, with about 1,000 passengers from Singapore as it starts a mini homeporting session in Ho Chi Minh City for Vietnam’s summer school break.

Star Voyager offers Vietnamese travellers a five-day, four-night cruise to Singapore during the Vietnamese school holidays, with additional departures on 17 and 21 June 2025. 

Star Voyager offers travellers a 5-day, 4-night cruise to Singapore during the Vietnamese school holiday until 21 June 2025.

This is the first cruise ship to offer Vietnamese round-trip cruises from a Vietnamese homeport. Passengers check in for the sailings at the Tan Son Nhat Pavillon Convention Centre (202 Hoang Van Thu, Ward 9, Phu Nhuan District, Ho Chi Minh City) before transferring to Phu My Port for embarkation.

The ship recently completed a USD50 million refurbishment that delivers updated onboard amenities and the signature warmth of Asian hospitality.

“With the all-new StarCruises brand debuting in Vietnam, we are excited to have the Star Voyager ready to sail from Ho Chi Minh City,” said StarDream Cruises President Michael Goh. “This homeport and exclusive sailings are a key step in our vision to develop Vietnam

as a major cruise hub in Southeast Asia. Through this regional deployment, we aim to attract diverse travellers and contribute to the growth of Vietnam’s cruise tourism and fly-cruise economy.”

Star of the Seas debuts in August

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TTR WEEKLY
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SINGAPORE, 17 June 2025: Royal Caribbean has announced musical icon Diana Ross as the official godmother of Star of the Seas when the revolutionary Icon Class ship debuts in August 2025. 

With her music inspiring generations of families, Diana Ross will take the stage to welcome the newest family vacation sailing from Port Canaveral (Orlando), Florida, and visiting the top-rated Perfect Day at CocoCay in The Bahamas.

Celebrations kick off in August 2025 in Port Canaveral (Orlando), Florida, where Star will deliver seven-night vacations to the Eastern and Western Caribbean, including visits to Royal Caribbean’s top-rated exclusive destination in The Bahamas, Perfect Day at CocoCay.

“I am truly honoured to join the Royal Caribbean family,” said Diana Ross. “Having spent years of creating beautiful music and memories and bringing people together from all over the world, this feels like a perfect continuation of my journey as godmother of Star of the Seas.”

The celebration will set the tone for what’s in store on Star, welcoming families and vacationers of all ages to experience the record-setting Icon Class lineup. Star combines beach retreats, resort escapes and theme park adventures across eight onboard zones, including a Category 6 waterpark.

Vietjet summer sale for Singaporeans

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TTR WEEKLY
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SINGAPORE, 17 June 2025: Vietjet rolls out an SGD86 promotional fare as part of its summer sale on routes between Singapore and holiday destinations in Vietnam.

For Singapore-based travellers, they can tap the cheap fare to visit Hanoi, Danang, Ho Chi Minh City, and Phu Quoc.

Photo credit: Vietjet.

From now to 2400 on 22 June 2025 (GMT+8), Vietjet is offering promotional tickets from just SGD86 one-way (inclusive of taxes and fees) valid for all Singapore-Vietnam routes. These fares are available for booking via www.vietjetair.com or on the Vietjet Air mobile app for travel between 11 August 2025 and 28 March 2026. 

As part of the limited-time campaign, passengers can also enjoy a 50% discount on inflight meals (terms and conditions apply) when pre-ordered during booking. 

Additionally, eco-class flyers can enjoy 20kg of complimentary checked baggage (terms and conditions apply) on all Singapore-Vietnam flights and other Vietjet international flights to and from Vietnam — perfect for packing those extra shopping finds or souvenirs.

The fare deal applies to visiting Hanoi, famed for its bustling streets in the city’s Old Quarter. Hanoi is also the gateway when joining a cruise on Ha Long Bay. Other destinations are also featured, such as  Danang, Phu Quoc and Ho Chi Minh City.

Khiri Travel boosts sustainability skills

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TTR WEEKLY
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BANGKOK, 17 June 2025: Ten Khiri Travel staff, including ‘Green Team’ spokespeople across eight Asian countries, have earned the Global Sustainable Tourism Council Professional Certificate in Sustainable Tourism. The endeavour is part of Khiri’s ambition to be a completely GSTC-certified DMC by the end of 2025.

The qualifications were announced in early June following a four-week online course and examination run by the Council. Those that passed include six of Khiri’s ‘Green Team’ spokespeople, two general managers, one office manager, and the sustainability coordinator at Khiri Core in head office.

Staff who earn the certification retain it as a personal qualification for their whole career.

The training course held between March and April 2025 provided participants with an in-depth understanding of global sustainability standards and how to apply them in day-to-day operations. 

The course was led by experts Nia Klatte and Ayako Ezaki, with guest speakers contributing operational insights. Delivered via the TrainingAid platform, the programme featured live sessions, interactive modules and technical discussions. The instruction will help Khiri strengthen its internal sustainability management system in 18 offices in all the eight Asian countries where it operates.

“GSTC training has elevated technical understanding and Khiri’s readiness for certification across the company,” said Khiri Core Sustainability Coordinator Sukhum Jarangdej. “It also ensures our local Green Teams are equipped to lead sustainability efforts in meaningful and measurable ways, in practice, not just in theory.”

Each Khiri country office has its own Green Team consisting of volunteer staff who spearhead sustainability projects, support certification initiatives and foster a culture of eco-consciousness across departments. 

To receive personal GSTC certification, participants must pass the exam with a minimum score of 80%. The certification is individual based. It can be retained by the recipient as a qualification for the rest of their career.

Khiri’s three remaining general managers and a newly appointed spokesperson for the green team from Vietnam are now participating in the training course.

Natalie van Ogtrop (pictured), the sustainability manager for Khiri’s parent company, YAANA Ventures, earned the certification earlier this year.

Khiri Travel CEO Willem Niemeijer said: “The training represents a key milestone as Khiri moves toward overall GSTC certification as a company. We are committed to the 4Cs of Conservation, Community, Culture and responsible Commerce. Khiri will continue to lead by example on positive-impact regenerative tourism throughout Asia.”

Megaworld wins Halal in Travel Award

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TTR WEEKLY
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MANILA, 17 June 2025: Megaworld Hotels & Resorts, the Philippines’ largest hotel developer and operator, wins the ‘Muslim-Friendly Hotel Chain’ award at the CrescentRating, Halal in Travel Awards 2025 held in Singapore last week.

The recognition, which was awarded by CrescentRating for the first time, highlights the group’s initiatives in embracing diversity and promoting inclusive travel by creating safe spaces with services that cater to the evolving needs of Muslim guests.

In her acceptance speech, Megaworld Hotels & Resorts Managing Director Cleofe Albiso expressed deep gratitude for the recognition and highlighted the group’s vision of inclusive hospitality.

“This milestone is more than an award. It reflects the Philippines’ growing spirit of openness, learning, and cultural harmony. It is our heartfelt invitation to our Muslim brothers and sisters around the world — to make the Philippines, Asia’s Pearl of the Orient, your next home away from home.”

Every year, CrescentRating recognises organisations, individuals, and corporations that have focused on promoting and enriching halal travel as part of its broader mission to empower the global tourism industry to better understand and meet the needs of Muslim travellers through research, insights, and strategic guidance. 

Beyond Halal in Travel

Under the leadership of Philippine Tourism Secretary Christina Garcia Frasco, the Department of Tourism (DOT) actively promoted Halal and Muslim-friendly tourism by issuing a Memorandum Circular 2024-003 in April on the amended guidelines governing the operations and recognition of Muslim-friendly accommodation establishments.

The DOT and Megaworld Hotels & Resorts also signed a Memorandum of Understanding at the Arabian Travel Market in Dubai. In just nine months, all 13 MHR properties were officially recognised as 100% Muslim-Friendly Accommodation Establishments (MFAE), making MHR the first hotel group in the Philippines to achieve this milestone in record time.

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