Maldives Halal Travel has successfully concluded a series of strategic tourism promotion campaigns across three diverse international markets, Malaysia, Bosnia and Herzegovina, and the Philippines from 18 to 20 June 2025. These campaigns, aimed at expanding the Maldives’ appeal as a top-tier Muslim-friendly travel destination, coincided with the launch of the fourth edition of Maldives Halal Travel Magazine, marking a key advancement in the country’s halal tourism initiatives.
The campaign focused on enhancing the Maldives’ visibility among Muslim travellers, particularly honeymooners and families, by promoting halal-compliant luxury travel experiences, including halal food options, privacy-focused accommodations, and prayer facilities. With Muslim travellers representing a rapidly growing segment in the global travel industry, the Maldives is positioning itself to become the preferred destination for discerning Muslim tourists worldwide.
In Malaysia, the Maldives tourism delegation leveraged strong bilateral travel ties and direct flight connectivity to reach an engaged audience. Malaysia contributed 19,846 tourist arrivals to the Maldives in 2024, and currently ranks as the 21st largest source market. Daily flights from AirAsia and Malaysia Airlines have improved accessibility, creating new opportunities to attract Malaysian tourists seeking halal-friendly luxury vacations. The campaign in Kuala Lumpur was further strengthened through a partnership with the Islamic Tourism Centre (ITC) of Malaysia, an organization under the Ministry of Tourism, Arts and Culture that has helped Malaysia maintain its title as the world’s leading Muslim travel destination for 11 consecutive years, according to the Mastercard-CrescentRating Global Muslim Travel Index (GMTI).
In Sarajevo, the capital of Bosnia and Herzegovina, Maldives Halal Travel tapped into an emerging market with considerable spending power. Although Bosnian tourists spent more than USD 300 million on international travel in 2024, the Maldives accounted for only 1,972 of those outbound visitors. The campaign sought to highlight the Maldives’ suitability for Bosnian Muslim travellers looking for an idyllic island holiday aligned with their religious values. With rising interest from younger, affluent Muslim travellers in the region, Bosnia and Herzegovina presents a promising opportunity for market expansion.
The Philippines, home to a sizeable Muslim minority and an outbound tourism market valued at USD 6.3 billion, was another important focus area. Promotional efforts were concentrated in Davao City, the third-largest urban center in the country, known for its vibrant Muslim community and international travel interest. Although the Philippines is not a Muslim-majority nation, growing awareness of halal travel has opened up new avenues for tourism promotion targeting Filipino Muslims and those seeking inclusive travel experiences.
The campaigns were conducted in line with market insights from the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, which values the global halal tourism market at USD 225 billion. More than 176 million Muslim travellers worldwide are now actively seeking destinations that cater to their faith-based needs. By aligning with these preferences, Maldives Halal Travel continues to strengthen its reputation as a Muslim-friendly destination offering world-class hospitality.
The launch of the fourth edition of Maldives Halal Travel Magazine during the campaign further underscores the country’s dedication to promoting halal travel. The publication provides in-depth information on halal services, resorts with private villas, spa and wellness experiences, and halal dining options available across the islands. It serves as a comprehensive guide for Muslim travellers planning their Maldives holidays and plays a central role in branding the country as the ideal halal honeymoon and family destination.
Through its targeted approach and international collaborations, Maldives Halal Travel is expanding its reach into both Muslim-majority and minority countries, building stronger tourism links, and reinforcing the Maldives’ position in the global halal tourism landscape.
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