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Mastercard-Crescentrating

Global Muslim Travel Index 2017

GMTI 2017

May 2017

By Mastercard & Crescentrating

May 2017

Global Muslim Travel Index 2017(GMTI 2017)

Table of Contents

The Muslim Travel Market

Mega Trends in the Muslim Consumer Market

Key Segments in the Muslim Travel Market

Mastercard-Crescentrating Global Muslim Travel Index (GMTI) Overview

GMTI 2017 Results

GMTI 2017 Criteria Overview

GMTI Criteria Model

Pressing Questions Facing the Muslim Travel Segment

GMTI 2017 Results Table

Access GMTI on an Interactive Platform

Appendix: Faith-Based Needs of Muslim Travelers

Footnotes and Data Sources

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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 services include rating & accreditation, research & consultancy, workshops & training, ranking & indices, destination marketing, event support/partnerships and content provisioning. HalalTrip and Muslim Travel Warehouse are sister brands of CrescentRating.

About Mastercard

Mastercard is a technology company in the global payments industry. Mastercard operates the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories.

Mastercard’s products and solutions make everyday commerce activities - such as shopping, traveling, running a business, and managing finances - easier, more secure, and more efficient for everyone.

1 Mastercard & Crescentrating Global Muslim Travel Index 2017

Petra is a famous archaeological site in Jordan's southwestern desert

Mastercard & Crescentrating Global Muslim Travel Index 2017 3

As one of the most lucrative and rapidly growing market segments in the travel industry, the Muslim travel market holds great potential for destinations, businesses and travel-related entities. It is also one of the world's highest spending tourist markets and it is vital that the needs of this market segment are met.

In 2016, it was estimated that there were 121 million Muslim international travelers. This is projected to grow to 156 million by 2020, where the travel expenditure by Muslim travelers is expected to reach USD 220 billion.

It is also projected that total Muslim travel expenditure will reach USD 300 Billion by 2026.

Seven key drivers are shaping the continued growth of the Muslim travel market:

Growing Muslim Population: The Muslim population continues to be the fastest- growing religious segment in the world. It is expected to make up 26 percent of the world’s population by 2030. By 2050, this Muslim population increase will be faster than the world’s population as a whole.*

Growing middle class / Disposable income: There is a continued increase in the middle class in countries with large Muslim populations such as the Gulf countries, Indonesia and Malaysia. Together with a maturing Muslim population in Western Europe and North America who are highly educated and skilled professionals, there will be an increase in the disposable income of this large Muslim consumer base.

Younger population: Muslims are also the youngest segment amongst all other major religious groups with a median age of 23 years old in 2010. These trendsetters are shaping the future travel industry through their strong viewpoints and unique purchasing behaviors.

Increasing access to travel information: Rapidly evolving technology continues to change the industry with the integration of the Internet across multiple platforms. Better access to the internet through the primary use of smartphones have also empowered more Muslims by enabling them to travel better with more options. Customers’ attitudes and choices will be highly influenced by social media.

Increasing availability of Muslim-friendly travel services and facilities: With the increasing growth of the Muslim travel market, more businesses and destinations are now entering the industry to serve the needs of Muslim travelers by adapting their products and services. The increase in these Muslim-friendly services creates a virtuous cycle, creating more opportunities for Muslims to travel worldwide.

Ramadhan travel: As reported in the Mastercard-CrescentRating Ramadhan Travel Report 2016, Ramadhan travel will be a key factor driving Muslim travel. This is due to the popular observance of Umrah travel during this period, increase in business travel as well as the importance of experiencing the Ramadhan culture and Eid festival, particularly with families. In addition, extreme weather or fasting durations will also continue to influence Ramadhan travel.

Business travel: With the majority of Muslims representing growing economies such as Indonesia, Malaysia, Turkey and economies in the Gulf Cooperation Council (GCC), business travel is projected to grow rapidly. Availability of business opportunities, especially in developing countries, attracts a large number of business travelers. This segment has also seen growth contributed by the MICE (Meetings, Incentives, Conferences and Events) sector. Another key driver for growth in Muslim business travel is the increasing number of Muslim professionals (both males and females) now entering the workforce.

The Muslim Travel Market Overview

220 by 2020

Key Drivers of Muslim Travel Market Growth

*http://www.pewresearch.org/fact-tank/2017/02/27/muslims-and-islam-key-findings-in-the-u-s-and-around-the-worldsource

Mastercard & Crescentrating Global Muslim Travel Index 20174

Mega Trends in the Muslim Consumer MarketWith an expenditure of about USD 155 billion in 2016, the Muslim Travel Market is a significant contributor to the overall Muslim consumer market - which is estimated to be worth USD 2 to 3 trillion across various Halal industries of food, lifestyle and services. By the very integrated nature of the travel industry itself, advances in the other sectors of the Muslim consumer market will also indirectly contribute to the overall growth of the Muslim Travel Market.

While many of the various industries in the Muslim Consumer Market are growing, this report takes a closer look at three significant sectors which are particularly driving the mega trends in the Muslim consumer market.

The Halal food industry continues to be one of the key drivers in the Muslim consumer market. As a product class, food is relatively easily adopted and requires little education for the consumer. This makes it an ideal bridge to foster and promote understanding between different cultures and people. This increase in awareness of different Halal cuisines and local favourite dishes also reflects the diversity of the Muslim consumer market.

The growth of the Halal food industry has resulted in a healthy dynamic environment which can only be good for the consumer, with more local brands championing their own Halal versions of local favourites. In addition, some brands are also creating sub-brands which serve Muslims with Halal-certified versions of their foods. With these Halal versions of popular foods made available, this enables Muslims to also enjoy more varieties of food together with their families and also with their fellow non-Muslim friends.

Ultimately, the increase in accessibility and the variety of Halal food available globally makes it easier for Muslims to travel and dine in comfort.

Halal Food

With an empowered Muslim female consumer market, the demand for modest fashion has also naturally increased, with many international brands now entering this market space.

Some of these brands honour traditional favourites by naming their clothing collections using familiar brand names. Others may decide to put a more modern tone to these clothing lines whilst still retaining the essence of modest fashion requirements for Muslim women.

More options to express their identity as well as to experience new identities through clothing enables Muslims to travel with more confidence. They are able to adapt to their destination’s cultures and personas without having to short-change the faith-based needs of their clothing.

Modest Fashion

The demand for Halal pharmaceuticals and cosmetics continues to grow, with more products being created to serve the unique health and wellness lifestyle needs of Muslims. Examples include makeup and removal which are wudhu-friendly, and even sprays designed to keep the hair and scalp cool when donning the hijab.

Health supplements and foods are also becoming more popular especially amongst the more health-conscious segment of the Muslim consumer market. This group looks for supplements which are not only beneficial, but which are also Halal-certified in order to give that added assurance.

In addition, services such as Muslim-friendly spas which take into account gender and family preference contribute to the quality and growth of the Halal wellness sector. This is one of the favourite components of travel amongst many leisure travelers.

Wellness

In addition to the increasing availability of Muslim-friendly travel services, another key factor driving the demand of Muslim travel is the growth in the Muslim population itself and the rise of younger Muslim travelers. This report takes a closer look at three key segments of Muslim travelers set to be the new movers and shakers of Muslim travel and what this means for the industry.

Although definitions vary, Gen Y (also known as Millennials) are those born in the 1980s to mid 1990s. This generation grew up having to adapt to a rapidly changing and wired world and learnt to adopt the internet into their everyday lives as they were transiting into the professional world.

Gen Z (also known as post-Millennials), are those born after the mid 1990s. Most of this generation never knew a life without the internet. As such, this group is extremely connected with each other and the environment around them.

Research by CrescentRating’s sister brand – HalalTrip, an online travel platform suggests that both Gen Y and Gen Z represent an important youth travel segment in the Muslim Travel Market. The global Muslim population is projected to rapidly grow largely because of its standing as the youngest population of all major religious groups, with an average age of 23 – 7 years younger than global average.* As it is, global youth travel constitutes 25% of the annual travel visitor arrivals with the figure amounting to 1.1 billion.**

Gen Y & Gen Z

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Key Segments in the Muslim Traveler Market

*Lipka, M. (2016). Muslims and Islam: Key findings in the U.S and around the world. Pew Research.

**UNWTO & WYSE Travel Confederation. (2016). The power of youth travel.

source

Mastercard & Crescentrating Global Muslim Travel Index 2017

With the rise of the mindset that is Gen M, destinations and service providers need to become more inclusive and involve this unique segment in the creation of their products and services or risk being substituted by the entrepreneurial nature of Gen M. In essence, this segment wants to be activated, and the Muslim travel industry can now tap on the potential collective ideas and contributions of Gen M to move from adaptation to innovation. Ethics and transparency will also be valued greatly, and the Muslim travel industry must appeal to both the faith and practical dimensions that Gen M seek. Brands which can enable Gen M to find their voices globally will be admired and advocated in return.

*Janmohamed, S., 2016. Generation M: YoungMuslims Changing the World. IB Tauris.source

Beyond demographics, there is also an underlying spirit and behavior binding the new younger Muslim generation. Gen M is a segment of Muslims who believe in encompassing both faith and modernity in their everyday lives, without shortchanging either dimensions. They are strong in their opinions, are not afraid to speak their minds, and are also trend and cultural setters with new vocabulary such Mipsterz and Haloodies. More importantly, with the internet they are truly a connected community (ummah).*

Gen M

Authentic Affordable Accessible


Destinations and service providers need to ensure that their brands adapt to become well connected to the environments of Gen Y and Gen Z. As the internet and social environments play key roles in their everyday lives, the Muslim travel industry must evolve their offerings to ensure that their brands are reintroduced to these new segments and that their Muslim-friendly services are Authentic, Affordable and Accessible to these young segments.

The Three As

Mosaic lamps Turkey

CrescentRating has evaluated destinations since 2011, ranking them based on how well they cater to Muslim travelers. Mastercard-CrescentRating Global Muslim Travel Index (GMTI) was introduced in 2015 to create an Index to benchmark destinations in the Muslim Travel Market.

Mastercard-CrescentRating Global Muslim Travel Index 2017 covers a total of 130 destinations, providing comprehensive research and insights on the Muslim travel market. The Index is an invaluable tool for stakeholders in the travel and hospitality sector to help understand how Muslim travel is influencing the overall travel market.

The Index provides travelers, tourism boards, economists, travel services providers, stakeholders, investors and industry specialists comprehensive benchmarks across a number of important criteria to track the health and the growth of the travel segment. These insights also let destinations benchmark the services that they offer in order to better cater to the requirements of Muslim travelers.

GMTI 2017 looks at four key strategic areas - Access, Communications, Environment and Services – which have been further divided into 11 sub-criteria as shown below. This highlights the aspects that a destinations needs to look at to improve in order to become a more Muslim friendly travel destination.

Mastercard-CrescentRating Global Muslim Travel Index (GMTI) Overview

1) AccessAir Connectivity

Visa Requirements

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2) CommunicationsMuslim Traveler Needs Awareness & Outreach

Ease of Communication

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3) EnvironmentFamily-Friendly Destination

Muslim Traveler & General Safety

Muslim Visitor Arrivals

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4) ServicesDining Options & Halal Assurance

Access to Prayer Places

Airport Facilities

Accommodation Options

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CrescentRating RankingCrescentRating releases its first-ever Halal travel market ranking - listing Top 10 Muslim-Friendly Holiday Destinations.

CrescentRating RankingThe release is enhanced and two separate Top 10 Rankings are published for OIC Destinations and Non-OIC Destinations.

CRaHFT RankingRankings are expanded to cover a total of 50 destinations.

CRaHFT Ranking10 more destinations are added and a total of 60 destinations are covered in the ranking.

Mastercard-Crescentrating Global Muslim Travel IndexMastercard-Crescentrating Global Muslim Travel Index is introduced – a global index of 100 destinations combining Mastercard's knowledge of shopping and tourism with CrescentRating’s insights on Muslim travel.

Mastercard-Crescentrating Global Muslim Travel IndexThe latest Index is released, with new and updated insights on the Halal travel, tourism and hospitality market. The GMTI Visitor Experience Map and the Crescentrating ACES Tool is also introduced.

Mastercard-Crescentrating Global Muslim Travel IndexThirty more destinations are added and a total of 130 destinations are analysed to benchmark destinations in the Muslim Travel Market.

CRaHFT: CrescentRating Halal Friendly Travel


Mastercard & CrescentRating Global Muslim Travel Index 2017 11

Africa Asia Americas Europe

Algeria Azerbaijan Argentina AlbaniaBenin Bahrain Aruba AndorraBurkina Faso Bangladesh Bahamas AustriaCameroon Brunei Bolivia BelgiumChad Cambodia Brazil Bosnia and HerzegovinaComoros China Canada BulgariaDjibouti Cyprus Chile CroatiaEgypt Georgia Colombia Czech RepublicGabon Hong Kong Costa Rica DenmarkGambia India Cuba EstoniaGuinea Indonesia Dominican Republic FinlandGuinea-Bissau Iran Ecuador FranceIvory Coast Japan El Salvador GermanyKenya Jordan Guam GreeceMali Kazakhstan Guatemala HungaryMauritius Kuwait Guyana IrelandMorocco Kyrgyzstan Jamaica ItalyMozambique Laos Mexico LatviaNiger Lebanon Nicaragua LithuaniaNigeria Malaysia Panama LuxembourgSenegal Maldives Peru MaltaSierra Leone Oman Puerto Rico NetherlandsSomalia Pakistan Suriname NorwaySouth Africa Philippines United States PolandSudan Qatar Uruguay PortugalSwaziland Saudi Arabia RomaniaTanzania Singapore Russian FederationTogo South Korea Slovak RepublicTunisia Sri Lanka SloveniaUganda Taiwan SpainZimbabwe Tajikistan Sweden

Thailand SwitzerlandTurkey Ukraine

Oceania Turkmenistan United KingdomAustralia United Arab EmiratesNew Zealand UzbekistanFiji Vietnam

The 130 destinations ranked in the report cover 48 OIC destinations and 82 non-OIC destinations. These one hundred and thirty destinations represent a vast majority of annual Muslim visitor arrivals.

The 130 destinations ranked in the report cover 48 OIC destinations and 82 non-OIC destinations. These destinations represent a vast majority of annual Muslim visitor arrivals.

Mall Ibn Battuta Dome - Dubai

RANK GMTI 2017 RANK DESTINATION SCORE

1 10 Singapore 67.3

2 18 Thailand 61.8

3 20 United Kingdom 60.0

4 30 South Africa 53.6

5 31 Hong Kong 53.2

6 32 Japan 52.8

7 33 Taiwan 52.4

8 34 France 52.1

9 36 Spain 48.8

10 37 United States 48.6

RANK GMTI 2017 RANK DESTINATION SCORE

1 1 Malaysia 82.5

2 2 United Arab Emirates 76.9

3 3 Indonesia 72.6

4 4 Turkey 72.4

5 5 Saudi Arabia 71.4

6 6 Qatar 70.5

7 7 Morocco 68.1

8 8 Oman 67.9

9 9 Bahrain 67.9

10 11 Iran 66.8

Global Muslim Travel Index (GMTI) 2017 ResultsFor the seventh year in a row, Malaysia tops the Index. The destination has proved itself to be one of the best destinations for Muslim travelers in terms of the various criteria that were analyzed. The United Arab Emirates has retained its second spot from the previous year. Indonesia improved its position from the previous year, having risen to claim the third spot. Singapore retained its top position amongst non-OIC countries.

Due to the numerous Muslim-friendly facilities and services available, OIC destinations have a distinct advantage on the Index. However, certain non-OIC destinations have moved up Index rankings since they are adapting their services to attract the Muslim travel market.

Top 10 OIC Destinations

Top 10 Non-OIC Destinations


Score Comparison by Region Americas Europe Africa Oceania AsiaGMTI

Average

2017 GMTI Average Score 33.9 40.0 43.4 43.8 57.2 45.9

2016 GMTI Average Score 31.6 39.2 43.1 43.1 56.5 43.7

Family-Friendly Destination 49.2 52.7 38.8 51.1 47.5 46.5

Muslim Traveler and General Safety 78.8 76.6 75.0 87.7 84.3 79.0

Muslim Visitor Arrivals 2.9 10.1 8.7 3.6 21.0 11.1

Dining Options & Halal Assurance 22.2 32.6 51.2 41.2 62.4 43.3

Access to Prayer Spaces 23.6 28.2 68.9 25.7 72.1 48.9

Airport Facilities 22.4 24.9 31.2 39.2 61.9 36.4

Accommodation Options 21.5 25.5 21.1 21.2 38.7 27.1

Ease of Communication 27.3 38.6 28.5 62.0 43.8 35.6

Muslim Travel Needs Awareness and Outreach 2.5 9.2 19.1 28.8 33.3 17.4

Air Connectivity 13.0 54.0 25.0 19.0 66.0 41.0

Visa Requirements 65.0 60.0 60.0 68.0 70.0 64.9

Regional Analysis of GMTI 2017 Scores

As seen by comparing average scores, Asia is yet again the leading region. Oceania and Africa are the second and third best regions, followed by Europe and the Americas respectively.



OIC vs Non-OIC GMTI 2017 Comparison

The global Muslim population is diverse and is geographically distributed into segments in Muslim majority countries and those living as sizeable minorities in other countries. As such, research was separately conducted for OIC Destinations and Non-OIC Destinations. Given below are the rankings and scores of the Top 20 OIC and Non-OIC Destinations.

Rank OIC Destination Score Rank Non-OIC Destination Score

1 Malaysia 82.5 10 Singapore 67.3

2 United Arab Emirates 76.9 18 Thailand 61.8

3 Indonesia 72.6 20 United Kingdom 60.0

4 Turkey 72.4 30 South Africa 53.6

5 Saudi Arabia 71.4 31 Hong Kong 53.2

6 Qatar 70.5 32 Japan 52.8

7 Morocco 68.1 33 Taiwan 52.4

8 Oman 67.9 34 France 52.1

9 Bahrain 67.9 36 Spain 48.8

11 Iran 66.8 37 United States 48.6

12 Jordan 66.3 39 Germany 48.2

13 Brunei 64.4 40 India 47.6

14 Egypt 64.1 41 Sri Lanka 47.5

15 Kuwait 63.9 42 Australia 46.7

16 Maldives 63.1 43 Philippines 46.5

17 Kazakhstan 62.0 44 Russian Federation 46.5

19 Tunisia 61.1 45 China 45.9

21 Bangladesh 59.8 47 South Korea 45.5

22 Algeria 59.4 49 Canada 45.1

23 Pakistan 57.6 51 Belgium 44.8

2015, 2016 and 2017 GMTI40 Comparison

A key index to monitor the overall performance of the Muslim travel market throughout the year - GMTI40 - tracks the average score of the top 20 OIC and top 20 non-OIC destinations. Below is a comparison of GMTI40 for the last three years.

GMTI40 – March 2015 56.7

58.5GMTI40 – March 2016

58.9GMTI40 – March 2017

Non OIC Top 20 2017 2016 2015

Top 20 OIC Average GMTI 50.8 50.3 47.7

Family-Friendly Destination 62.9 61.2 60.4Muslim Traveler and General Safety 78.3 78.7 86.1Muslim Visitor Arrivals 17.2 22.2 15.0Dining Options & Halal Assurance 46.6 45.6 44.7Access to Prayer Spaces 41.4 42.3 41.3Airport Facilities 45 45.9 44.2Accommodation Options 32.1 31.5 32.0Ease of Communication 49.7 48.8 51.6Muslim Travel Needs Awareness and Outreach 31.3 30.6 31.9Air Connectivity 69 56.2 -Visa Free Travel 63 62.4 -

OIC Top 20 2017 2016 2015Top 20 OIC Average GMTI 66.9 66.6 65.8

Family-Friendly Destination 44.78 45.2 45.7Muslim Traveler and General Safety 81.95 84.4 89.9Muslim Visitor Arrivals 29.98 38.9 29.8Dining Options & Halal Assurance 83.35 82 81.8Access to Prayer Spaces 99.5 99 99.0Airport Facilities 82.4 77.9 76.9Accommodation Options 46.6 45.3 46.2Ease of Communication 59.53 59.6 58.7Muslim Travel Needs Awareness and Outreach 36.94 33.1 49.2Air Connectivity 71 57.4 -Visa Free Travel 71 69.5 -

Comparison of 2017, 2016 & 2015 OIC Top 20 Average Score

When compared to the previous year, improvements were seen in the scores for Airport Facilities, Air Connectivity and Muslim Travel Needs Awareness, also with marginal improvements for Dining Options & Halal Assurance, Prayer Space Access, Accommodation Options and Visa Free Travel.

Comparison of 2017, 2016 & 2015 non-OIC Top 20 Average Score

The average score for the Top 20 non-OIC countries has not significantly improved. The below table gives a breakdown of the average scores of criteria over the last three years.


Top 20 in 2017 Top 20 in 2016

Rank OIC Destination Score Rank OIC Destination Score

1 Malaysia 82.5 1 Malaysia 81.9

2 United Arab Emirates 76.9 2 United Arab Emirates 74.7

3 Indonesia 72.6 3 Turkey 73.9

4 Turkey 72.4 4 Indonesia 70.6

5 Saudi Arabia 71.4 5 Qatar 70.5

6 Qatar 70.5 6 Saudi Arabia 70.4

7 Morocco 68.1 7 Oman 70.3

8 Oman 67.9 9 Morocco 68.3

9 Bahrain 67.9 10 Jordan 65.4

11 Iran 66.8 11 Bahrain 65.3

12 Jordan 66.3 12 Brunei 64.6

13 Brunei 64.4 13 Kuwait 64.1

14 Egypt 64.1 14 Tunisia 63.7

15 Kuwait 63.9 15 Iran 63.6

16 Maldives 63.1 16 Kazakhstan 63.3

17 Kazakhstan 62.0 17 Egypt 63.1

19 Tunisia 61.1 18 Maldives 61.8

21 Bangladesh 59.8 19 Bangladesh 60.0

22 Algeria 59.4 22 Algeria 58.5

23 Pakistan 57.6 23 Azerbaijan 57.3

GMTI 40 Top 20 OIC Average

Top 20 Non-OIC Average

GMTI 40 Average

GMTI Average Score 66.9 50.8 58.9Family-Friendly Destination 44.8 62.9 53.9Muslim Traveler and General Safety 82 78.2 80.1Muslim Visitor Arrivals 30.0 17.2 23.6Dining Options and Halal Assurance 83.4 46.6 65.0Access to Prayer Spaces 99.5 41.4 70.5Airport Facilities 82.4 45.0 63.7Accommodation Options 46.6 32.1 39.4Ease of Communication 59.5 49.7 54.6Muslim Travel Needs Awareness and Outreach 36.9 31.3 34.1Air Connectivity 71.0 69.0 70.0Visa Free Travel 71.0 63.0 67.0

Comparison of 2017 Average Scores for the Top 20 OIC and Non-OIC Destinations

Comparison of 2017 Top 20 OIC Destinations with Corresponding Performance in 2016


Top 20 in 2017 Top 20 in 2016

Rank Non-OIC Destination Score Rank Non-OIC DestinationScore

10 Singapore 67.3 8 Singapore68.4

18 Thailand 61.8 20 Thailand59.5

20 United Kingdom 60.0 21 United Kingdom59

30 South Africa 53.6 30 South Africa53.1

31 Hong Kong 53.2 31 Hong Kong53

32 Japan 52.8 32 France51.6

33 Taiwan 52.4 33 Taiwan50.1

34 France 52.1 34 Japan49.1

36 Spain 48.8 35 Sri Lanka49

37 United States 48.6 36 United States48.9

39 Germany 48.2 37 Spain48.8

40 India 47.6 38 India48.7

41 Sri Lanka 47.5 39 Belgium48.1

42 Australia 46.7 43 Germany46.8

43 Philippines 46.5 44 Australia46.6

44 Russian Federation 46.5 46 Philippines45.7

45 China 45.9 47 Switzerland45.6

47 South Korea 45.5 48 Bosnia and Herzegovina45.3

49 Canada 45.1 49 Russian Federation45.1

51 Belgium 44.8 50 China44.5

Comparison of 2017 Top 20 Non-OIC Destinations with Corresponding Performance in 2016


Destination Ease of Communication Muslim Travel Needs

Awareness and Outreach

Total

Malaysia 72.5 76.3 148.8Indonesia 54.5 87.5 142United Arab Emirates 76 56.3 132.3Singapore 78.2 51.3 129.5Bahrain 77 26.3 103.3Qatar 73 26.3 99.3Oman 66.5 31.3 97.8Morocco 60.5 31.3 91.8Saudi Arabia 54 37.5 91.5Turkey 37.6 43.8 81.4

Destination Air Connectivity Visa Free Travel TotalTurkey 99.9 82.9 182.8

Malaysia 67.4 97 184.4

United Arab Emirates 100 63.7 163.7

Qatar 93.4 67.4 160.8

Singapore 71.1 77.5 148.6

Oman 78.4 63.9 142.4

Indonesia 45.6 96.1 141.7

Morocco 54.4 81.2 135.7

Saudi Arabia 81.3 51.5 132.9

Bahrain 62 70.3 132.3

Top 10 Destinations - Ease of Access

Top 10 Destinations - Communication and Outreach

Ease of Access of destinations is dependent on the scores of Air Connectivity and Visa Free Travel. Turkey was the top destination, with Malaysia, UAE, Qatar and Singapore rounding up the top five destinations. Nine out of 10 countries in the top 10 rankings were OIC destinations, with Singapore being the only non-OIC destination on the list.

Malaysia topped the rankings for Communication & Outreach, proving to be a destination with an excellent ease of communication level as well as a good awareness on Muslim travel needs and outreach towards Muslim travellers. These destinations are preferred amongst Muslim travelers, as traveling is made easier and more comfortable.


Destination Family-Friendly Destination

Muslim Traveler and General

Safety

Muslim Visitor Arrivals Score

1 Malaysia 63.7 95 59.6 218.3

2 Turkey 61.8 66 74.8 202.6

3 United Arab Emirates 52.2 95 44.8 192

4 Singapore 53.4 100 25.6 179

5 Morocco 52.9 88 33.6 174.5

6 Bahrain 54.5 80 45.8 171.4

7 Saudi Arabia 41.5 80 45.2 166.7

8 Indonesia 55.1 90 17.8 163

9 Oman 41.2 94 12.6 147.8

10 Qatar 42.6 90 14.3 146.9

Top 10 Destinations - Environment

Top 10 Destinations - Services

The overall family-friendliness of the destination, number of Muslim visitor arrivals and the awareness of Muslim travel requirements is what determines a good travel environment for Muslim travelers. Malaysia, Turkey and the United Arab Emirates proved to offer a good Muslim travel environment, claiming the first three spots. Once again, Singapore was the only non-OIC destination to be included in the top 10 ranks.

The level of Muslim-friendly services that each destination offers is based on the destination’s Halal dining options, prayer spaces, airport facilities and accommodation options. The top 9 destinations that topped rankings were all OIC destinations, with Malaysia topping the list.

DestinationDining Options

and Halal Assurance

Access to Prayer Spaces

Airport Facilities

AccommodationOptions Score

Malaysia 90 100 100 72.4 362.4

Saudi Arabia 95 100 100 63.6 358.6

United Arab Emirates 80 100 100 70.7 350.7

Qatar 90 100 100 53.9 343.9

Indonesia 88 100 88.3 57 333.4

Oman 80 100 100 47.7 327.7

Bahrain 70 100 100 44.6 314.6

Turkey 75.5 100 86.7 51.5 313.7

Morocco 77 100 83.3 46.1 306.4

Singapore 80 70 66.7 42.7 259.4


GMTI 2017 Criteria Overview

In GMTI 2017, the 11 sub-criteria used for analysis in previous reports have been categorized into four key strategic areas - Access, Communications, Environment and Services. These four areas represent the critical components that destinations need to focus on in order to improve and become more Muslim-friendly.

Re-Classification to Four Focus Areas

Air ConnectivityAir connectivity is an important consideration in planning a travel itinerary. This is a new criteria that was included in GMTI 2016. The scores are based on the level of air connectivity to the destination, from the top 30 Muslim travel outbound markets.

Visa Requirements Visa requirements play a huge part in selecting a destination for leisure travel. As such, this criteria analyses the visa requirements of each destination for the top 30 Muslim travel outbound markets.

1) ACCESS

Muslim Traveler Needs Awareness and OutreachThis criteria looks at awareness of the Muslim travel market and its needs at the destination as well as the specific outreach by the destination to this segment. This includes marketing campaigns by tourism bodies directly targeting this sector.

This criteria is scored using the following metrics:

Ease of CommunicationMost Muslim travelers speak English, Arabic, Bahasa (Malaysia/Indonesia), Turkish, Persian and French. Therefore this criteria evaluates the proficiency in these languages for each destination. It is calculated based on the languages used by travelers from the top 30 Muslim travel outbound markets.

The percentage of Muslim population in the destination

Conferences, workshops, seminars and other educational activities at the destination related to Halal

food, Halal travel, Muslim consumers, etc.

Muslim visitor guides and information published by the destination

Destination marketing targeted at Muslim travelers

2) COMMUNICATIONS

Family-Friendly DestinationMore than 50 percent of Muslim tourists travel with their families - a much higher percentage compared to other travel segments. As such, GMTI takes into account the level of family-friendly activities the destination offers.

Two main metrics are taken into account to calculate the score for these criteria:

3) ENVIRONMENT

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The overall visitor arrivals at the destination in 2016.

The availability of activities such as shopping, sightseeing, architecture, arts and culture, nature and

wildlife, beaches and more.

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Muslim Traveler and General SafetyA safe and secure environment is key to attracting any tourist to a destination. The last 12 months has seen a heightened level of security concerns among travelers.

The safe travel environment score is calculated from the perspective of a Muslim traveler. Two primary factors are considered for calculating the scores:

Muslim Visitor ArrivalsOne of the biggest indicators of the popularity of a destination is the volume of Muslim visitor arrivals. The Muslim visitor arrival figures have been extracted by applying CrescentRating's proprietary Muslim arrivals calculation model to the overall visitor arrivals as reported by UNWTO, WTTC and the destinations.

This study revealed that in 2016 the estimated total Muslim visitor arrivals was 121 million, representing 10 percent of the entire travel economy.

The score for the Muslim visitor arrival criteria is based on the:

Travel alerts issued on tourist destinations were used as the primary indicator to ascertain the general security situation of a particular country, especially for travelers. These travel alerts not only cover the general safety and security situation of a country, but also other factors such as natural disasters and health epidemics.

For the Muslim travel safety metrics, extensive online research is done to check for incidents reported against Muslims.

Travel alerts issued on a destination by UK, US, Australia and Canada

Muslim traveler safety

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Total Muslim visitor arrivals

Percentage of Muslim visitors as a percentage of total visitors

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The availability of Halal food in the main cities of the destination

The Halal certification eco-system in the destination

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Dining Options and Halal AssuranceFor Muslim tourists, Halal food is their primary concern when traveling. Given the complexity of the food industry, an independent Halal assurance of a food outlet puts Muslims at ease when choosing where to eat.

The dining options and Halal assurance score for each destination is based on:

Access to Prayer PlacesPerforming prayers (Salah) five times a day is one of the five pillars of Islam. Salah is preceded by ablution, a certain way of cleaning oneself before prayers. The prayer could be performed at any clean location, but most Muslims travelers would prefer a mosque or a designated place for prayers. Hence, ease of access to prayer facilities in the tourist destination will make Muslim travelers more comfortable.

The scoring methodology for access to prayer places is based on the general availability of prayer facilities in the destination and in particular their availability in the main tourist cities of the destinations.

4) SERVICES


Airport FacilitiesAirports provide various facilities and services that cater to the diverse needs of travelers from around the globe and witness large numbers of passengers throughout the year. To cater for the growing number of Muslim travelers passing through, it is crucial that airports are able to cater to their specific needs. The three most important facilities that are needed to cater to the Muslim traveler is the availability of prayer rooms, proper ablution facilities and Halal food/restaurants in both public and transit areas,.

The scoring for this criterion is based on the following:

Accommodation OptionsProviding accommodation options which cater to Muslim travelers is important. Having access to Halal food, prayer direction markings and water-friendly washrooms are some of the most important services that Muslims will look for to make their stay comfortable at hotels or other accommodation.

Since a huge proportion of Muslim tourists travel with children and parents, having family-friendly accommodation such as an apartment hotel will increase the attractiveness of a destination.

The accommodation score is based on the following:

Depending on the destination, the above criteria is scored for the main international airports at the destination.

Availability of proper ablution facilities in public and transit areas

Availability of prayer rooms in public and transit areas

Availability of Halal food / restaurants in both public and transit area

1

2

3

Number of hotels, which are promoted as Muslim-friendly.

The volume of apartment hotel type accommodation available for family travelers.

1

2

25Mastercard & Crescentrating Global Muslim Travel Index 2017

The ability to satisfy each of the four strategic areas critical for Muslim-friendly travel will have a different impact on destinations and their Muslim visitors. Destinations that are not easy to access are less likely be considered by travelers. It is crucial for macro policies of the destinations to address this primary factor of access before all other initiatives.

With destinations having ease of access, the next step is to have good communications - both in terms of its level of awareness and in terms of the services offered between the destination and country of origin. A destination with poor reach-out will remain relatively unfamiliar for Muslim travelers.

Destinations next need to ensure that the overall environment of the destination is comfortable. An environment that is not friendly and alien to Muslim travelers will generally create an undesirable experience.

The final critical area is to ensure that the services in the destination enable Muslim travelers to travel as they please, whilst still remaining faithful to their religious needs wherever they are.

Destinations can better apply these 4 strategic areas to improve their GMTI in 2 ways.

In terms of managing customer experience and retention, the "Mapping of GMTI Criteria to Visitor Experience" map illustrates how Muslim travellers will react in the various customer touchpoints, from country of origin to destination, with respect to how well destinations perform in the strategic areas. Destinations can thus strategically manage experiences by measuring functional and service performances in these 4 key touch points.

To improve the focus areas, requires a strategic model that is both comprehensive yet practical in its execution for the industry. The ACES model provides a guided framework for destinations to better understand the key levers behind each strategic area, as well as how they can be better optimised with outreach, capacity and capability improvements to deliver optimum impact for destinations ito have sustained growth of Muslim travelers.

GMTI Criteria Tool


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The Muslim Travel Market is growing amidst a dynamic landscape with various environmental factors set to change and affect businesses and consumers. While the future remains optimistic, here are 10 key questions to help the Muslim travel industry better prepare for these changes:

As the Muslim travel industry continues to mature, more companies will enter the market, with consumers on the other end wanting greater influence in the services created for them. How can industry players better collaborate and change their business models to become more inclusive in this new lateral landscape?

1. Evolving Industry

As technology rapidly improves, human touch-points will be increasingly replaced with new technology systems and disruptions. How can service providers continue to innovate and adapt their offerings to improve the experiences of Muslim travelers while at the same time maintaining high service standards?

2. Technology and Innovation

With Muslim travelers becoming increasingly younger, attitudes, purchasing behavior and affinity towards traditional brands and services may change. At the same time, multigenerational families and travelers who require more traditional services will still exist. How can the industry evolve to remain relevant for these varied segments of Muslim travelers?

3. Segmentation Conundrum

The female Muslim segment will continue to remain highly influential especially for service providers who wish to differentiate and serve to the unique needs of this group. How can the industry continue to better cater to this segment?

4. Influence of Women

10 Pressing Questions Facing the Muslim Travel Segment


Due to business and legal barriers as well as uncertain political climates, access to certain markets can become a challenge for some industry and service providers. How can the industry better organize itself to educate, support and facilitate Muslim travel in these challenging environments?

8. Access to Markets

With increasing growth and attraction for Muslim-friendly services, service providers may need to attract more culturally diverse Muslim markets and even non-Muslim travelers to these niche services. How can service providers balance their brand communications to deliver a clear message that appeals to all segments?

9. Universal Messaging

With consumers increasingly demanding companies to be more ethical in their business practices, the Muslim travel industry is no exception to this rising demand of transparency and fairness. How can service providers better create and communicate ethical value in their products and services for the benefit of the industry?

10. Ethics

As Muslims continue to travel more frequently, this increases the phenomenon of transnational Muslim consumers who may not prioritize the need to consume specific brands especially when travelling across borders. How should brands target these highly mobile consumers?

5. Transnational Muslim Consumers

As the demand for Muslim-friendly travel increases, countries must continue to improve and integrate their initiatives to better serve the Muslim markets. How can countries do this and position themselves distinctively in the minds of Muslim travelers?

6. Country Marketing

With each country aiming to improve its GMTI score to better cater to the needs of Muslim travelers, this healthy competition will be beneficial for Muslim travelers. How can countries better coordinate with one another to also attract travelers to their regions as a whole?

7. Regional Collaboration/Marketing



Destination 2017

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Enviroment Sevices Communication Access

Communicationand Out reach Ease of Access

Muslim- friendly services andfacilities at the destination

Albania 58 43.5 38.5 92 4.5 55 55 20.0 23.4 23.0 15.0 22.8 70.9Algeria 22 59.4 33.1 79 37.7 88.5 100 50.0 26.0 56.0 25.0 55.3 47.9Andorra 123 29.8 30.7 100 1.5 15 20 0.0 15.0 33.2 8.8 0.0 59.5Argentina 90 35.6 60.5 82 0.0 25 22 20.0 21.5 18.4 2.5 10.9 71.9Aruba 105 32.9 39.9 100 0.4 10 15 38.3 30.0 16.4 0.0 1.0 53.7Australia 42 46.7 62.0 66 7.9 47 32 45.3 29.9 76.9 46.3 30.4 55.8Austria 61 42.4 50.0 85 11.5 40 25 20.0 32.6 37.9 13.8 65.6 59.5Azerbaijan 24 57.3 41.2 90 14.6 70 90 54.2 34.0 34.6 25.0 62.0 69.9Bahamas 112 31.6 46.5 76 0.4 15 15 20.0 16.5 48.0 0.0 2.9 81.5Bahrain 9 67.9 45.5 80 45.8 70 100 100.0 44.6 77.0 26.3 62.0 70.3Bangladesh 21 59.8 34.3 78 5.2 80 100 88.9 35.0 37.0 31.3 67.4 60.6Belgium 51 44.8 55.7 63 5.0 55 50 29.2 21.0 56.9 13.8 56.5 59.5Benin 94 34.9 39.7 88 5.7 25 53 20.0 14.2 8.0 10.0 5.3 44.8Bolivia 127 27.9 48.5 68 0.3 20.5 15 3.3 21.0 9.2 0.0 0.0 78.8Bosnia and Herzegovina 56 44.0 43.0 76 1.6 55 50 30.0 30.3 19.0 21.3 45.3 78.9Brazil 96 34.2 56.4 68 1.8 31 13 21.7 23.0 18.0 0.0 32.5 71.9Brunei 13 64.4 45.1 100 6.0 90 100 60.0 50.8 61.5 26.3 37.3 74.0Bulgaria 81 37.8 50.0 67 14.3 28.5 20 38.3 28.4 26.8 7.5 51.8 59.5Burkino Faso 119 30.7 30.1 60 5.7 25 55 20.0 16.1 8.0 20.0 16.2 47.0Cambodia 91 35.5 39.8 80 2.8 25 24 39.2 18.5 26.1 8.8 17.4 72.5Cameroon 78 38.3 38.8 66 7.1 40 81 20.0 16.4 32.0 10.0 17.6 40.1Canada 49 45.1 57.0 90 7.5 37 35 35.7 20.4 67.6 8.8 46.8 49.9Chad 113 31.3 31.1 51 5.4 40 51 20.0 16.3 16.0 15.0 20.5 40.1Chile 97 33.7 46.1 90 0.6 25 15 20.0 23.0 18.0 0.0 7.4 70.6China 45 45.9 75.1 75 25.3 40 25 26.7 27.5 21.0 15.0 85.6 44.7Colombia 129 27.3 50.0 62 0.5 11 15 15.0 23.0 13.8 0.0 2.3 77.7Comoros 46 45.7 33.2 94 5.2 50 100 20.0 20.0 16.0 25.0 0.0 70.0Costa Rica 122 30.0 44.6 78 0.5 11.5 15 20.0 23.0 25.2 0.0 2.3 76.7Croatia 80 37.9 47.2 82 5.7 30 20 16.7 38.7 16.0 33.8 47.4 59.5Cuba 108 32.4 45.9 95 1.7 16.5 15 20.0 16.0 9.8 0.0 22.1 53.7Cyprus 64 41.8 40.3 100 3.5 35 40 20.0 20.7 38.6 10.0 54.6 59.5Czech Republic 101 33.0 42.5 75 5.2 20 15 25.0 24.0 24.9 0.0 49.2 59.5Denmark 72 39.5 55.0 77 3.4 30 20 19.4 24.3 72.3 2.5 59.5 59.5Djibouti 38 48.5 36.4 78 5.3 70 100 20.0 17.0 16.0 25.0 38.4 69.2Dominican Republic 120 30.6 44.3 68 1.6 25 18 20.0 17.5 18.0 0.0 12.9 72.6Ecuador 115 31.0 47.6 72 0.5 11.5 15 20.0 23.0 25.9 0.0 6.5 99.7Egypt 14 64.1 50.6 63 21.9 85 100 80.0 38.1 77.0 25.0 71.1 71.1El Salvador 130 27.3 41.1 70 0.2 10 15 20.0 21.0 9.6 0.0 0.0 82.1Estonia 99 33.3 42.5 82 1.6 19 15 26.1 23.0 34.4 0.0 33.4 59.5Fiji 68 41.0 44.1 100 0.5 35 25 46.7 15.7 32.0 7.5 3.6 78.8Finland 93 35.1 50.3 85 3.0 25 15 20.0 16.9 27.1 1.3 41.2 59.5France 34 52.1 86.5 60 30.2 40 53 35.7 30.1 44.9 13.8 97.5 59.5Gabon 86 36.6 38.7 88 9.3 25 51 20.0 16.1 16.0 7.5 17.4 60.0Gambia 48 45.1 40.8 88 5.5 45 90 20.0 16.9 32.0 25.0 3.4 73.2Georgia 59 42.9 49.9 89 28.7 30 30 20.0 23.2 24.6 7.5 47.2 92.4Germany 39 48.2 62.3 80 16.7 40 36 33.3 30.9 52.6 15.0 87.6 59.5Greece 79 38.2 58.5 72 23.9 20 27 10.0 21.9 42.3 7.5 58.7 59.5Guam 124 29.6 41.2 82 0.1 15 15 20.0 16.5 25.2 0.0 4.2 61.3Guatemala 125 29.1 38.9 78 0.2 18 15 20.0 17.5 9.2 0.0 0.0 80.5Guinea 63 42.1 30.0 88 5.4 59 80 20.0 14.5 16.0 25.0 0.0 44.0Guinea-Bissau 83 37.7 33.2 94 5.3 44 43 20.0 14.3 8.0 15.0 0.0 67.3Guyana 70 40.3 39.7 88 5.6 20 71 46.7 14.3 32.0 7.5 0.0 63.0Hong Kong 31 53.2 55.3 100 14.2 50 30 56.7 29.2 52.5 27.5 69.1 67.7Hungary 110 32.2 49.6 67 3.0 20 15 18.3 22.2 32.9 0.0 47.0 59.5India 40 47.6 58.8 57 19.9 43 50 48.0 35.9 43.2 20.0 89.5 52.0Indonesia 3 72.6 55.1 90 17.8 88 100 88.3 57.0 54.5 87.5 45.6 96.1Iran 11 66.8 42.0 74 54.7 85 100 80.0 34.0 38.1 43.8 70.9 76.5Ireland 53 44.3 52.9 82 2.4 30 53 38.3 23.9 80.3 8.8 36.1 55.5Italy 62 42.2 69.9 62 28.6 29 15 24.4 38.3 33.9 15.0 77.8 59.5Ivory Coast (Côte d’Ivoire) 75 38.9 41.9 82 5.9 40 63 20.0 15.6 16.0 15.0 8.9 53.6Jamaica 109 32.2 43.4 68 0.5 25 15 20.0 21.0 65.0 0.0 2.9 75.6Japan 32 52.8 63.0 100 6.9 45 22 55.0 36.0 28.3 68.8 67.0 64.8Jordan 12 66.3 41.7 80 30.4 80 100 80.8 37.0 77.0 31.3 72.6 80.3Kazakhstan 17 62.0 40.7 90 39.7 80.5 90 46.7 36.1 32.5 20.0 88.2 76.0Kenya 77 38.4 39.9 51 4.6 40 40 44.2 22.4 32.0 32.5 46.0 65.0Kuwait 15 63.9 35.5 81 20.3 80 100 86.7 46.1 74.0 26.3 68.1 59.8Kyrgyzstan 25 56.4 35.2 88 33.4 70 90 50.0 30.1 19.0 25.0 42.5 85.4Laos 100 33.1 44.8 93 4.5 15.5 15 20.0 13.0 18.0 1.3 18.4 72.7Latvia 107 32.5 43.4 75 2.6 25 15 20.0 21.1 25.7 0.0 37.7 59.5Lebanon 29 54.1 41.1 50 16.7 65 100 63.3 34.0 61.0 15.0 69.5 73.2Lithuania 88 35.7 47.7 90 1.8 25 15 26.1 23.0 24.4 0.0 34.0 58.1Luxembourg 89 35.6 39.9 90 1.7 25 22 20.0 23.8 42.1 2.5 31.8 59.5Malaysia 1 82.5 63.7 95 59.6 90 100 100.0 72.4 72.5 76.3 67.4 97.0Maldives 16 63.1 40.0 96 2.7 84 100 56.7 45.8 64.5 31.3 70.6 70.8Mali 66 41.6 30.0 68 5.5 64 92 20.0 18.5 8.0 25.0 16.0 42.3Malta 103 33.0 47.6 75 2.2 35 15 10.0 16.8 25.7 0.0 29.8 59.5Mauritius 65 41.6 43.2 100 2.5 37.5 25 10.0 21.1 40.9 13.8 48.7 90.9Mexico 117 30.8 55.7 70 3.3 25 15 10.0 21.0 9.9 0.0 16.1 60.1Morocco 7 68.1 52.9 88 33.6 77 100 83.3 46.1 60.5 31.3 54.4 81.2Mozambique 85 37.1 42.2 86 2.1 40 41 20.0 22.1 16.0 10.0 4.2 58.5Netherlands 60 42.5 54.1 57 9.1 44 45 22.2 18.5 59.1 13.8 80.7 59.5New Zealand 57 43.6 47.0 97 2.4 41.5 20 25.6 18.0 77.1 32.5 24.0 68.3Nicaragua 126 28.9 35.7 68 0.3 20 15 20.0 21.0 25.9 0.0 0.0 90.0Niger 74 39.1 29.0 68 5.4 49 92 20.0 18.1 8.0 25.0 17.6 40.1



Gambia 48 45.1 40.8 88 5.5 45 90 20.0 16.9 32.0 25.0 3.4 73.2Georgia 59 42.9 49.9 89 28.7 30 30 20.0 23.2 24.6 7.5 47.2 92.4Germany 39 48.2 62.3 80 16.7 40 36 33.3 30.9 52.6 15.0 87.6 59.5Greece 79 38.2 58.5 72 23.9 20 27 10.0 21.9 42.3 7.5 58.7 59.5Guam 124 29.6 41.2 82 0.1 15 15 20.0 16.5 25.2 0.0 4.2 61.3Guatemala 125 29.1 38.9 78 0.2 18 15 20.0 17.5 9.2 0.0 0.0 80.5Guinea 63 42.1 30.0 88 5.4 59 80 20.0 14.5 16.0 25.0 0.0 44.0Guinea-Bissau 83 37.7 33.2 94 5.3 44 43 20.0 14.3 8.0 15.0 0.0 67.3Guyana 70 40.3 39.7 88 5.6 20 71 46.7 14.3 32.0 7.5 0.0 63.0Hong Kong 31 53.2 55.3 100 14.2 50 30 56.7 29.2 52.5 27.5 69.1 67.7Hungary 110 32.2 49.6 67 3.0 20 15 18.3 22.2 32.9 0.0 47.0 59.5India 40 47.6 58.8 57 19.9 43 50 48.0 35.9 43.2 20.0 89.5 52.0Indonesia 3 72.6 55.1 90 17.8 88 100 88.3 57.0 54.5 87.5 45.6 96.1Iran 11 66.8 42.0 74 54.7 85 100 80.0 34.0 38.1 43.8 70.9 76.5Ireland 53 44.3 52.9 82 2.4 30 53 38.3 23.9 80.3 8.8 36.1 55.5Italy 62 42.2 69.9 62 28.6 29 15 24.4 38.3 33.9 15.0 77.8 59.5Ivory Coast (Côte d’Ivoire) 75 38.9 41.9 82 5.9 40 63 20.0 15.6 16.0 15.0 8.9 53.6Jamaica 109 32.2 43.4 68 0.5 25 15 20.0 21.0 65.0 0.0 2.9 75.6Japan 32 52.8 63.0 100 6.9 45 22 55.0 36.0 28.3 68.8 67.0 64.8Jordan 12 66.3 41.7 80 30.4 80 100 80.8 37.0 77.0 31.3 72.6 80.3Kazakhstan 17 62.0 40.7 90 39.7 80.5 90 46.7 36.1 32.5 20.0 88.2 76.0Kenya 77 38.4 39.9 51 4.6 40 40 44.2 22.4 32.0 32.5 46.0 65.0Kuwait 15 63.9 35.5 81 20.3 80 100 86.7 46.1 74.0 26.3 68.1 59.8Kyrgyzstan 25 56.4 35.2 88 33.4 70 90 50.0 30.1 19.0 25.0 42.5 85.4Laos 100 33.1 44.8 93 4.5 15.5 15 20.0 13.0 18.0 1.3 18.4 72.7Latvia 107 32.5 43.4 75 2.6 25 15 20.0 21.1 25.7 0.0 37.7 59.5Lebanon 29 54.1 41.1 50 16.7 65 100 63.3 34.0 61.0 15.0 69.5 73.2Lithuania 88 35.7 47.7 90 1.8 25 15 26.1 23.0 24.4 0.0 34.0 58.1Luxembourg 89 35.6 39.9 90 1.7 25 22 20.0 23.8 42.1 2.5 31.8 59.5Malaysia 1 82.5 63.7 95 59.6 90 100 100.0 72.4 72.5 76.3 67.4 97.0Maldives 16 63.1 40.0 96 2.7 84 100 56.7 45.8 64.5 31.3 70.6 70.8Mali 66 41.6 30.0 68 5.5 64 92 20.0 18.5 8.0 25.0 16.0 42.3Malta 103 33.0 47.6 75 2.2 35 15 10.0 16.8 25.7 0.0 29.8 59.5Mauritius 65 41.6 43.2 100 2.5 37.5 25 10.0 21.1 40.9 13.8 48.7 90.9Mexico 117 30.8 55.7 70 3.3 25 15 10.0 21.0 9.9 0.0 16.1 60.1Morocco 7 68.1 52.9 88 33.6 77 100 83.3 46.1 60.5 31.3 54.4 81.2Mozambique 85 37.1 42.2 86 2.1 40 41 20.0 22.1 16.0 10.0 4.2 58.5Netherlands 60 42.5 54.1 57 9.1 44 45 22.2 18.5 59.1 13.8 80.7 59.5New Zealand 57 43.6 47.0 97 2.4 41.5 20 25.6 18.0 77.1 32.5 24.0 68.3Nicaragua 126 28.9 35.7 68 0.3 20 15 20.0 21.0 25.9 0.0 0.0 90.0Niger 74 39.1 29.0 68 5.4 49 92 20.0 18.1 8.0 25.0 17.6 40.1Nigeria 67 41.2 36.6 55 5.6 49.5 60 48.3 31.5 41.0 21.3 39.1 40.1Norway 73 39.1 49.7 90 2.9 25 30 20.0 25.9 48.0 2.5 46.0 59.5Oman 8 67.9 41.2 94 12.6 80 100 100.0 47.7 66.5 31.3 78.4 63.9Pakistan 23 57.6 30.3 58 5.6 88.5 100 93.3 41.4 28.5 37.5 75.7 40.2Panama 106 32.5 45.5 82 0.4 25 16 20.0 21.3 13.9 1.3 6.5 77.2Peru 121 30.1 50.2 68 0.6 19 15 20.0 24.9 9.7 6.3 8.7 70.7Philippines 43 46.5 46.4 70 3.7 47 55 36.7 29.4 34.0 46.3 54.5 85.6Poland 95 34.7 50.4 67 16.1 24.5 15 24.4 19.8 31.0 0.0 47.3 59.5Portugal 84 37.1 52.9 82 3.5 25 20 20.0 28.0 34.7 7.5 45.4 59.5Puerto Rico 104 32.9 47.0 86 0.6 25 20 20.0 19.0 32.2 0.0 6.5 45.7Qatar 6 70.5 42.6 90 14.3 90 100 100.0 53.9 73.0 26.3 93.4 67.4Romania 102 33.0 53.1 67 5.9 20 15 23.7 21.0 27.5 0.0 41.7 60.2Russian Federation 44 46.5 59.2 70 61.0 30 25 36.7 19.7 38.4 20.0 78.7 49.9Saudi Arabia 5 71.4 41.5 80 45.2 95 100 100.0 63.6 54.0 37.5 81.3 51.5Senegal 27 54.5 47.4 84 6.6 65 100 53.3 22.0 28.0 25.0 28.6 78.0Sierra Leone 52 44.7 39.7 70 5.3 60 81 41.7 19.3 8.0 20.0 42.4 40.1Singapore 10 67.3 53.4 100 25.6 80 70 66.7 42.7 78.2 51.3 71.1 77.5Slovak Republic 111 31.8 41.4 76 1.8 20 15 20.0 21.6 16.6 0.0 52.9 59.5Slovenia 92 35.2 42.5 90 2.0 25 15 20.0 22.7 28.9 8.8 38.1 59.5Somalia 50 44.9 31.1 48 5.3 90 100 20.0 18.0 32.0 25.0 23.6 41.9South Africa 30 53.6 60.2 78 6.6 55 60 66.7 21.6 56.1 33.8 48.0 65.4South Korea 47 45.5 57.1 97 8.1 37 15 25.7 24.8 16.0 37.5 75.2 85.3Spain 36 48.8 77.7 85 27.5 36 25 23.3 40.8 38.0 27.5 62.4 59.5Sri Lanka 41 47.5 54.1 65 6.5 50.5 64 35.0 53.4 40.0 26.3 50.5 59.7Sudan 35 49.2 24.8 66 16.3 90 100 20.0 28.5 20.0 25.0 40.8 55.0Suriname 82 37.8 36.5 94 5.7 24 61 20.0 19.1 32.0 7.5 1.3 58.3Swaziland 114 31.0 43.1 76 1.8 20 20 20.0 13.2 24.0 7.5 0.0 74.5Sweden 69 40.3 55.5 82 2.6 32 25 29.2 23.0 35.2 7.5 59.4 59.5Switzerland 55 44.2 43.1 72 7.6 50 50 25.3 25.3 53.5 20.0 65.6 59.5Taiwan 33 52.4 52.1 100 6.9 45 24 66.7 43.3 36.0 62.5 47.7 71.7Tajikistan 26 54.7 41.8 82 13.2 69.5 90 50.0 31.6 19.0 25.0 58.8 74.0Tanzania 54 44.3 42.1 74 3.8 60 60 22.2 30.3 34.0 10.0 38.5 72.2Thailand 18 61.8 62.7 72 31.2 50 50 93.3 44.8 49.9 63.8 90.5 84.6Togo 87 36.6 37.6 94 6.0 25 52 20.0 18.7 8.0 10.0 0.2 70.0Tunisia 19 61.1 46.1 62 26.8 80 100 66.7 34.1 73.0 25.0 50.7 87.5Turkey 4 72.4 61.8 66 74.8 75.5 100 86.7 51.5 37.6 43.8 99.9 82.9Turkmenistan 71 39.8 34.3 90 5.2 9 100 20.0 18.0 8.0 25.0 55.0 40.0Uganda 98 33.3 41.0 70 3.5 25 27 20.0 13.9 29.0 7.5 36.7 70.5Ukraine 116 30.8 36.8 60 7.0 30 15 14.0 16.3 15.7 1.3 63.7 67.6United Arab Emirates 2 76.9 52.2 95 44.8 80 100 100.0 70.7 76.0 56.3 100.0 63.7United Kingdom 20 60.0 72.9 75 13.9 65 72 51.3 34.8 82.9 15.0 97.4 57.3United States 37 48.6 86.7 62 20.3 40 34 33.3 25.7 81.0 12.8 65.7 45.9Uruguay 128 27.5 32.8 82 0.5 9.0 15.0 20.0 23 16 0 0.0 69.5Uzbekis tan 28 54.1 44.4 84 21.3 70.0 80.0 48.3 33.2 19.0 25 61.3 49.9Vietnam 76 38.6 51.6 90 3.7 25.0 15.0 26.1 22.0 28.1 12.5 59.9 60.8Zimbabwe 118 30.8 39.0 68 1.7 25.0 20.0 20.0 13.1 48.0 2.5 0.0 72.1

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GMTIFamily- friendly holiday

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Enviroment Sevices Communication Access

Communicationand Out reach Ease of Access

Muslim- friendly services andfacilities at the destination


Access GMTI on an Interactive Platform

The GMTI results can be accessed on an interactive online platform that provides a comprehensive search and analysis for each destination together with the scores and ranks for various criteria.

The platform offers a filter by criteria that shows users the rankings of destinations based on the different criteria that were used to determine their ranks. It is also possible to filter destinations based on region, trade blocs and geography type in order to obtain rankings that are more specific.

Additionally, the platform contains a collection of images, videos, infographics, blog articles and a media section with useful information regarding the Global Muslim Travel Index 2016.

The interactive online platform can be accessed using the URL: http://www.crescentrating.com/global-muslim-travel-index/2017.html


Six faith-based needs have been identified as the main areas for Muslim travelers. While the majority of Muslim travelers adhere to some of these needs, the level of importance varies among Muslims.

Halal food is by far the most important service that a Muslim traveler looks out for when traveling. Acceptability of the different levels of Halal food assurance varies among Muslims. The acceptability also varies depending on the region Muslim travelers are coming from. Having food outlets with proper Halal assurance that is easily identifiable is the preferred option sought by Muslim visitors from South East Asia and Western Europe.

Halal Food

For Muslims, water plays a key role in purity and cleanliness, both of which are core aspects of the faith. Physical cleanliness is stressed as an essential component of being a Muslim. As such, special attention is given to hygiene in the washroom. This entails the use of water in the toilets, and it is discomforting for Muslim travelers where the setup for water use is not available. Providing such facilities has become less cumbersome now with the widespread availability of hand showers, bidets or even Japanese-style toilets. Common in Muslim countries as well as South and Southeast Asian countries, the hand shower is a plumbing fixture placed in a holder against a wall by the toilet.

Water-Friendly Washrooms

Prayer is one of the central elements of Islamic practice and worship and it is the second of the five pillars of Islam. According to the Pew Research Centre report , 63 percent of Muslims perform the five daily prayers. While traveling, some of them will combine some prayers and perform them three times a day.

In order to cater to this need, the services and facilities that are frequented by Muslim travelers need to be equipped with prayer rooms. Another important consideration is the cleansing ritual referred to as Wudhu. Wudhu is performed before a Muslim performs their prayers. This requires the prayer rooms to have “foot washing” facilities.

Prayer Facilities

Although Muslims are less likely to travel during the month of Ramadhan, there are still many looking to spend this time away from home, especially if this period coincides with school holidays. In addition, an increasing number of Muslims take holiday breaks during the two Muslim festivals. Destinations looking to attract Muslim travelers during this period need to be able to accommodate their special needs during the month of fasting. One such example is the catering of pre-dawn Halal meals by hotels.

Ramadhan Services

Muslims consider some activities to be ‘Haram’ or non-Halal. When it comes to traveling, these are generally centered on requiring a family-friendly environment. As such, some Muslims would prefer to avoid facilities that serve alcohol, have discotheques or is adjacent to a gambling resort.

No Non-Halal Activities

Appendix: Faith-Based Needs of Muslim Travelers

Key faith-based needs of muslim travelers

Halal foodPrayer facilities Ramadhan servicesWater-friendly washroomsNo non-Halal activitiesRecreational facilities & services with privacy

Pew Research Center Forum on Religious and Public Life (2014); The Future of the Global Muslim Population; Washington, DC USAsource


A sub-segment of Muslim travelers are also looking for recreational facilities that provide privacy for males and females. These include the following:

Swimming pools and gyms that provide privacy for male and female use.Beaches which provide areas for males and females to enjoy in privacy.

Recreational Facilities and Services with Privacy

Muslim travelers are not homogeneous in their adherence to the faith-based needs discussed above. In order to cater to these needs from a services perspective, service providers can look at grouping these needs into “Need to have”, Good to have” and “Nice to have”.

Segmentation of Muslim Travelers Based on Faith-Based needs

Need to have

Good to have

Nice to have

Halal food service

Salaath (Prayer) facilities

Water usage friendly washrooms

Ramadhan (fasting) services & facilities

No non-Halal activities

Recreational facilities and services


MasterCard-CrescentRating

Ramadan Travel ReportBy MasterCard & CrescentRating

June 2016

Halal Travel GlossaryThe Halal Travel Glossary released

by Crescentrating promotes accurate and consistent use of terms in the Halal travel market.

Over 150 terms and concepts have been entered and validated with regular updates planned as the

market matures.

Muslim Business Traveler Insights Report

The Mastercard-Crescentrating Muslim Business Traveler Insights Report looks at the behavior and preferences of Muslim business

travelers across the world - including Asia Pacific, Africa,

Europe and the US.

Mastercard-CrescentRating

Muslim Business Traveler Insights 2016

By Mastercard & CrescentRating

October 2016

Ramadhan Travel ReportThe Mastercard-Crescentrating

Ramadhan Travel Report looks at the changing patterns of travel

during the holy month of fasting. The study gives destinations and

businesses useful insights on how they can develop strategies to

attract and cater to Muslim travelers during the month of

Ramadan over the next 15 years.

Access free reports and the latest research findings on the Muslim

travel market.

https://www.crescentrating.com/halal-muslim-travel-market-reports.html

More Muslim Travel MarketReports & Resources

Following the success of the inaugural landmark conference in 2016, CrescentRating will once again be partnering with ITB Asia, “Asia’s Leading Travel Trade Show”, to deliver the exclusive “Halal

in Travel – Asia Summit 2017” Conference in Singapore.

Halal in Travel – Asia Summit 2017 will continue to provide leading travel industry insights from expert speakers and

panellists worldwide through various signature workshops and panel discussions. This year's event will also focus on the future, specifically on "How to attract the Muslim Youth and Millennial

Market", and will feature the exclusive launch of the "Mastercard-CrescentRating Muslim Millennial Insights Report".

These will better enable organisations and destinations to capture the Halal Tourism sector currently worth billions of

dollars.

The annual event is known to cover MICE, corporate, and leisure travel, and will be held in Singapore from the 25 to 27 October 2017 at the iconic Marina Bay Sands. Secure your seats for this

exclusive event and register your interest by contacting CrescentRating.

Asia

Halal In TravelAsia Summit 2017

Brought To You By Strategic Partner

The trusted global online travel platform for Muslim travelers

Unique App FeaturesHalal Food Spotter: Lets users find Halal dishes and restaurants near themMosque Discovery: Locate nearby mosquesIn-Flight Prayer Times: Get prayer times and directions on a planeTravel Dua: Travel prayers and supplications in both Arabic and English

Strategic Payment Partner

www.halaltrip.com

experience halal travel

Connecting Suppliers & Distributors in the Muslim Travel Market

The world's first B2B Muslim-friendly travel product aggregator offering Muslim-friendly tourism packages, excursions and activities.

Crescent Rated Hotels or Similar Halal-Friendly HotelsHalal Food ArrangementsMuslim-Friendly ItinarariesMuslim Community Connect Programs

Connecting Suppliers & Distributors in the Muslim Travel Market

Travel Solutions:

--Strategic Payment Partner

www.muslimtravelwarehouse.com

HalalTrip's Downloadable Muslim Visitor GuidesIn partnership with Destinations

Access the latest downloadable Muslim visitor guides on HalalTrip mobile app or

halaltrip.com

https://www.halaltrip.com/downloadable-halal-travel-guides/

Footnotes and Data Sources

Booking.comhttp://www.booking.com/

Bureau of Consular A�airs – United Stateshttp://travel.state.gov/content/passports/english/alertswarnings.html

Department of Foreign A�airs and Trade - Australiahttp://www.smartraveller.gov.au/

Government of Canadahttp://travel.gc.ca/travelling/advisories

Government of the United Kingdomhttps://www.gov.uk/foreign-travel-advice

HalalTriphttp://www.halaltrip.com/

Janmohamed, S., 2016. Generation M: YoungMuslims Changing the World. IB Tauris.

Lipka, M. (2016). Muslims and Islam: Key �ndings in the U.S and around the world. Pew Research.http://www.pewresearch.org/fact-tank/2016/07/22/muslims-and-islam-key-findings-in-the-u-s-and-around-the-world/

Pew Research Centre Forum on Religious and Public Life (2014)The Future of the Global Muslim Population; Washington, DC USA, Pew Research

UNWTO & WYSE Travel Confederation. (2016). The power of youth travel.

United Nations World Tourism Organization - UNWTOhttp://www2.unwto.org/

World Travel and Tourism Councilhttps://www.wttc.org


Mastercard is a technology company in the global payments industry. We are leading theway toward a world beyond cash with the power to expand connectivity, opportunity and prosperity for individuals, businesses and communities.

We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Our products and solutions make everyday commerce activities - such as shopping, traveling, running a business, and managing finances - easier, more secure and more efficient for everyone. Through our payment solutions, we deliver value and connect close to two billion cardholders with tens of millions of merchants around the world.

As we move toward a world beyond cash, we are helping to secure a better, more inclusive future for everyone. We are committed to continuing to use our technology and expertise to deliver better ways to pay, creating a more connected world.

About Mastercard

Corporate Overview

CrescentRating is the world’s leading authority on Halal-friendly travel. The company’s vision is to lead, innovate and drive this segment through practical and deliverable solutions in what is regarded today as one of the fastest growing segments in the tourism sector. The company uses insight, industry intelligence, lifestyle, behavior and research on the needs of the Muslim traveler to deliver authoritative guidance on all aspects of Halal-friendly travel to organizations across the globe.

Formed in 2008, CrescentRating services are now used by every tier of the tourism industry globally, from government bodies and tourism agencies to hospitality service providers, to inform how they can meet and serve the needs of the Muslim traveler. Its unique rating service, which combines detailed analysis, assessment and benchmarking, is now established as the premier Halal-friendly standard for the industry.

The primary aim of CrescentRating is to enable Muslim travelers to explore any part of the world with the satisfaction that their needs and requirements are being met. CrescentRating’s services now include rating & accreditation, research & consultancy, workshops & training, ranking & indices, event support/partnerships and content provision. HalalTrip is a sister brand of CrescentRating.

About CrescentRating

HalalTrip’s vision is to be the trusted global online platform, catering for Muslim travelers to make inspired and educated travel choices. It is the most comprehensive and innovative platform with its next generation mobile app. It aims to make destination discovery and trip planning fun and more intuitive for those looking for a Halal-friendly travel experience.

About HalalTrip

The world's first global B2B travel aggregator offering Halal-friendly tourism packages, excursions and activities. It provides suppliers and travel agencies with a single platform for the growing Halal travel market. The platform provides travel agents access to comprehensive search and booking capabilities on a full portfolio of Muslim-friendly products.

About Muslim Travel Warehouse


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Any exploitation and usage which is not explicitly allowed by copyright law, in particular reproduction, translation, storage in electronic database, on the internet and copying onto CD-ROMs of this print work requires prior consent of the publisher.

All information contained in this publication has been researched and compiled from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, CrescentRating and Mastercard accept no liability whatsoever for any loss or damage resulting from errors, inaccuracies or omissions affecting any part of the publication. All information is provided without warranty, CrescentRating and Mastercard or their affiliates make no representation of warranty of any kind as to the accuracy or completeness of any information hereto contained. Descriptions of, or references to, products, publications, organizations or individuals within this publication does not imply endorsement of any product or publication, organization or individual.

Disclaimer & Copyright Notices

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T: +65 6390 5971E: [email protected]: www.masterintelligence.com

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