June 2023

M A STER CA R D
C R E SCE N T R AT IN G

#GMTI2023
Mastercard-CrescentRating | Global Muslim Travel Index 2023

Table of contents
01 Foreword............................................................................................................................................................................................................................ 03
02 Muslim Travel Trends................................................................................................................................................................................................... 10
03 Muslim Travel Intent Tracker (MTIT)................................................................................................................................................................... 13
04 Muslim Demographics & Travel Market.......................................................................................................................................................... 16
05 Muslim Traveler Responsible Tourism Framework................................................................................................................................... 20
06 GMTI 2023 Overview.................................................................................................................................................................................................. 24
07 GMTI 2023 Results........................................................................................................................................................................................................ 31
08 Key Touchpoints Analysis......................................................................................................................................................................................... 40
09 Muslim Women Friendly Destinations............................................................................................................................................................. 46
10 GMTI Performance Matrix (GPM)......................................................................................................................................................................... 52
11 GMTI 2023 Results Table........................................................................................................................................................................................... 59
12 Technical Notes & Acknowledgements.......................................................................................................................................................... 65

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

01 Foreword

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

Foreword
As we navigate global travel’s dynamic and ever-evolving landscape, the proportion of Muslim visitors to the overall visitors in each
we are pleased to present the 8th edition of the Mastercard- destination. This tool will assist destinations in formulating
Crescentrating Global Muslim Travel Index (GMTI) 2023 report. Our strategies to enhance their appeal and services for Muslim travelers.
annual report continues to provide vital insights into the Muslim travel We also shed light on the highlights and opportunities at the key
market, a segment that demonstrates robust growth and resilience in touchpoints of a Muslim Traveler journey.
the face of global challenges.
In 2022, there were 110 million Muslim international
This year, we have enhanced our report by adding new features and visitors accounting for 12% of all international arrivals. This is a
providing more analysis. One of the new features we have included considerable growth, equivalent to nearly 68% of the pre-pandemic
is the Muslim Travel Intent Tracker (MTIT), a unique tool that helps us levels seen in 2019. We predict that Muslim traveler arrivals will
understand the travel intentions of Muslim travelers over time. We will rise to 140 million in 2023 and recover to the pre-pandemic levels
Fazal Bahardeen monitor this metric monthly to provide an overview of the Muslim of 160 million in 2024. Our projections are that Muslim arrivals will
Founder & CEO traveler community’s changing travel trends and preferences. reach 230 million by 2028, with an estimated expenditure of USD
CrescentRating 225 Billion.
We are also excited to introduce the Muslim Traveler Responsible
HalalTrip
Tourism Framework this year. We have designed this framework to With our long-term partner, Mastercard, we continue to
assist Muslim travelers in adopting sustainable and responsible travel dive deep into Muslim demographics and the travel market,
practices that align with their faith. It also provides practical tips for highlighting the importance of understanding this diverse, vibrant,
preserving cultural heritage, boosting local economies, and promoting and influential segment. Our data and insights aim to equip
environmental sustainability in line with global tourism industry stakeholders with the knowledge and tools to cater to the unique
initiatives. needs and preferences of Muslim travelers, an effort that will
benefit the Muslim travel market and the broader travel industry.
The GMTI 2023 ranking once again provides a comprehensive look
at the performance of destinations in catering to Muslim travelers. The GMTI 2023 report is an indispensable resource for those
Indonesia has caught up again with Malaysia to claim the joint top in the travel industry, providing crucial insights and strategies to
position this year. They are followed by Saudi Arabia, UAE, Turkey, and tap into the Muslim travel market. We firmly believe this report
Qatar. Among the non-OIC destnations the top 4 are Singapore, the will equip all travel and tourism industry stakeholders with a
United Kingdom, Taiwan, and Thailand. This year we have also identified comprehensive understanding of the Halal tourism landscape,
the top Muslim Women friendly destinations. enabling them to capitalize on the myriad opportunities presented
by the thriving Muslim travel sector.
The newly introduced GMTI Performance Matrix (GPM) offers a
unique perspective on the interplay between the GMTI scores and

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

Foreword
Across the world, travellers are packing their bags and and entertainment – over things such as clothing,
taking to the skies like never before. And despite the jewellery and electronics. Increasingly they are looking for
uncertain global economy, international travel is not just unique experiences that connect them to their passions,
catching up to pre-pandemic levels, it is surpassing them. especially those that they missed out on when travel was
restricted.
Research from the Mastercard Economics Institute
shows that by March this year global leisure flight We are also seeing travelers explore new locations.
bookings were up 31% compared to the same month Potentially influenced by social media and entertainment,
in 2019, driven in no small part by the lifting of travel they are landing in lesser-known destinations in search of
restrictions across Asia. greater cultural immersion.

Beena Pothen Business travel, which initially recovered at a slower These trends are true across all traveler profiles,
Country Manager pace than leisure travel, has caught up and is now growing including the highly influential Muslim traveler. This
Malaysia and Brunei at a similar rate – thanks to a return to office culture and a segment is a hugely important demographic for global
Mastercard demand for face-to-face business interactions. travel and for Asia in particular, with countries such as
Indonesia, Malaysia and Singapore topping the list of
With the mainland China market re-opening at the preferred destinations for Muslim travelers in this year’s
start of this year, releasing a huge pent-up demand for Mastercard-CrescentRating Global Muslim Travel
travel for Chinese travellers, this shift from recovery Index.
to growth is expected to continue well into 2023 and
beyond. Mastercard is deeply committed to supporting
the ongoing recovery of global travel and its future
But as airports grow capacity and destinations begin
growth and expansion. Which is why we are excited to
to fill with eager tourists, it is important to see how travel
continue our collaboration with CrescentRating and to
is changing and how that in turn is reshaping today’s
provide the invaluable data and insight that will help
travelers.
the tourism sector and related industries adapt and
Our research shows that travelers are prioritizing their innovate to meet the needs and expectations of the
Navin Jain spend on experiences - restaurants, recreational activities new global traveler.
President Director
PT Mastercard Indonesia

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

Mastercard & CrescentRating’s Commitment to Empowering the Muslim Lifestyle Market

Global Muslim Travel Index (GMTI)
• GMTI 2023
Mastercard and Crescentrating’s • GMTI 2022
partnership exemplifies the • GMTI 2021
unwavering commitment to providing • GMTI 2019
comprehensive data and in-depth • GMTI 2018
insights for the Muslim lifestyle Consumers • GMTI 2017 Economies
market. Over the course of nine years, • Muslim Gen Z Travel report 2023 • GMTI 2016 • Ramadan & Eid Lifestyle 2022
we have released 25 reports, delving • Muslim Women In Travel 2019 • GMTI 2015 • Travel Readiness 2020
into various facets of Muslim travel,
• Digital Muslim Travel 2018 • Halal Travel Frontier 2020
lifestyle, and consumer behavior.
• Muslim Millennial Travel 2017 • Halal Travel Frontier 2019
At the core of the collaboration lies the • Muslim Business Traveler 2016 • Halal Travel Frontier 2018
Global Muslim Travel Index (GMTI), the • Ramadan Travel 2016
flagship publication that has become
the cornerstone of our research efforts.
This 8th edition, GMTI 2023, symbolizes
our ongoing commitment to
monitoring and analyzing the Muslim
travel market.

Countries Industries
• Indonesia Muslim Travel Index 2019 • Halal Food Lifestyle Indonesia 2021
• Indonesia Muslim Travel Index 2018 • Halal Food Lifestyle - Singapore 2021
Download the Reports here
• Japan Muslim Travel Index 2017 • Muslim Travel Shopping Index 2015

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

What is New in this Report

Muslim Traveler Responsible Tourism Framework

Muslim Travel Intent Tracker (MTIT) The Responsible Tourism framework, from a Muslim
perspective, is an initial approach to sustainable and
The Muslim Traveler Intent Tracker (MTIT) is a metric
responsible travel that aligns with faith traditions and
designed to gauge and monitor the travel intent of
teachings. This framework is designed to guide Muslim
Muslim travelers over time. By considering various
travelers in making mindful choices that promote socio-
timeframes, from immediate travel plans to those
cultural, socio-economic, and environmental sustainability
planned over a year in advance, the MTIT captures
while upholding the values of the faith. It aims to empower
the dynamic and evolving preferences of the Muslim
Muslim travelers to play an active role in preserving cultural
traveler market. The MTIT will be tracked and
heritage, supporting local communities, and ensuring
published monthly.
environmental sustainability, ultimately contributing to a
more equitable and sustainable global travel industry.

GMTI Performance Matrix (GPM)

The GMTI Performance Matrix (GPM) is a strategic Muslim Women Friendly Destinations
analytical tool designed to evaluate destinations’ This year, we feature destinations that provide
performance and potential in the Muslim travel a welcoming and comfortable experience for
market. By incorporating the Global Muslim Travel Muslim women travelers. In determining the overall
Index (GMTI) scores and the percentage of Muslim experience of Muslim women travelers, factors like
visitors to overall visitors, the GPM provides a overview climate, faith restrictions, general safety, sustainability,
of destinations’ ability to cater to Muslim travelers and other relevant indicators are considered within
and their success in attracting this growing market the Environment criteria of the ACES model.
segment.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

Key Takeaways of GMTI 2023

The Resilience and Growth of the Muslim Evolving Preferences and Destinations Muslim Women Friendly Destination
Travel Market The Muslim Travel Intent Tracker (MTIT) is a new tool This year’s GMTI identifies the top Muslim Women
The Muslim travel market has shown resilience monitoring the travel intent of Muslim travelers, Friendly destinations within the destinations listed in
and strong growth despite global challenges, with providing valuable insights into their evolving the index. Malaysia and Singapore lead in this list in
international arrivals reaching 68% of pre-pandemic preferences. Recent data shows a consistent the OIC and non-OIC category respectively.
levels in 2022. The sector is on a promising recovery preference for short-term travel with growing interest
path, projected to reach 87% of 2019 levels in 2023 in mid-term plans. Long-term travel intent fluctuates,
and a full recovery by 2024. Looking ahead, the influenced by global conditions. Popular destinations AI Tools Redefining the Travel Experience
market is expected to expand significantly, with include Saudi Arabia for Hajj and Umrah, as well as The rise of AI in travel solutions, as pointed out in the
projections of 230 million Muslim arrivals and USD Australia, Canada, Italy, Japan, Spain, and the UK. 2018 “Mastercard-Crescentrating Halal Travel Frontier”
225 billion in expenditures by 2028. Asia leads in report, has come to fruition. AI is disrupting the
Muslim arrivals, followed by Europe, Africa, the travel industry, emphasizing the need for unbiased,
Americas and Oceania, indicating potential for growth 23 Destinations in the “Trailblazer” AI-enabled solutions that cater effectively to Muslim
and better accommodation of Muslim travelers in Quadrant travelers.
various regions. The mapping of the 138 destinations into four
distinct quadrants - Trailblazers, Potential Leaders,
Emerging Destinations, and Untapped Opportunities Highlights & Opportunities at Key
Promising Progress and Top Destinations in - provides insightful analysis and allows destinations Touchpoints
the Post-COVID Era to strategize their efforts to better cater to Muslim The GMTI 2023 has effectively highlighted the
With international tourism fully reopening, some travelers. This year there are 23 destination that are crucial touchpoints for Muslim travelers, divided into
destinations have seized this opportunity by in the GPM “Trailblazer” quadrant. The total Muslim Tangible (Hard) and Intangible (Soft) factors. The
improving connectivity, implementing effective arrivals to these destination was around 67 Million, analysis of these touchpoints allows destinations to
marketing campaigns, creating a supportive representing 61% of the total global Muslim arrivals. understand and cater to the needs and expectations
atmosphere, and upgrading facilities to cater to the of Muslim travelers better.
needs of Muslim travelers. In the GMTI 2023 rankings,
Indonesia and Malaysia share the top position, with
Indonesia reclaiming its previous rank. The United
Kingdom rises eight positions to secure the 20th spot.
Singapore maintains its leading position among non-
OIC destinations, followed by the UK and Taiwan.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 FOREWORD

Why Embracing the Muslim Travel Market is a Strategic Imperative

Pre-pandemic, the Muslim travel market
was witnessing exponential growth.
As travel moves to the growth phase
Rapidly Growing Market High Spending Potential
post-COVID, this market presents The Muslim population is growing faster Muslim travelers have been identified as
many opportunities for destinations than the global population, leading having a relatively high spending capacity,
and businesses worldwide. Businesses to more Muslim travelers seeking new particularly in travel, accommodation, and
and destinations need to recognize experiences worldwide. The global Muslim dining, as they generally tend to travel as
and adapt to the unique needs of this population will reach 2.3 Billion by 2030, families.
market segment. This goes beyond just representing 27% of the global population.
offering halal meals and places to pray.
It necessitates a calculated strategy
considering Muslim travelers’ particular
cultural practices, faith traditions & Cultivating Brand Loyalty Competitive Advantage
sensitivities. Muslim travelers tend to be brand loyal and Businesses and destinations that cater to
value businesses that understand and cater to Muslim travelers will gain a competitive
Here are six compelling reasons their cultural and faith-based requirements. advantage. By offering tailored services and
businesses and destinations should think Therefore, businesses can foster strong brand facilities for Muslim travelers, businesses can
strategically about Muslim travelers. By loyalty by providing services and facilities that differentiate themselves from competitors and
developing these strategies, businesses meet these needs, such as halal food options attract a larger share of this growing market.
can enhance their revenue streams and and prayer facilities, leading to repeat visits and
foster long-lasting brand loyalty, gain positive word-of-mouth referrals.
a competitive edge, and contribute to
promoting inclusive and responsible
tourism practices.
Enhancing Destination Appeal Socially Responsible Tourism
Destinations can showcase their inclusivity Businesses can demonstrate their
and cultural sensitivity, making them more commitment to inclusivity, diversity, and
attractive to a broader range of travelers. cultural understanding. This benefits the
This positive perception can lead to local community by promoting cross-cultural
increased tourism and more outstanding exchange and aligns with the growing trend
international recognition, benefiting local toward responsible and sustainable tourism
businesses and the economy as a whole. practices.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

02 Muslim Travel Trends

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L T R E N D S

Global Trends that are Shaping the Muslim Travel Market

Experiential and Authentic Travel:

Today’s travelers are more interested in immersive experiences that allow them
to connect with the local culture, traditions, and people. As Muslim travelers seek
more authentic experiences, creating unique, culturally-sensitive offerings will be
essential.

Sustainable and Eco-friendly Tourism:

A growing awareness of the impact of tourism on the environment and local
communities has led to rising demand for sustainable and eco-friendly travel
options. Travelers are increasingly seeking out destinations, accommodations, and
activities that prioritize environmental conservation, ethical practices, and the well-
being of local communities. Muslim travelers will also seek eco-friendly options that
align with their faith traditions of responsible stewardship and environmental care.

Personal Development Travel:

Health and Wellness Tourism: The increasing trend of combining work with leisure and personal development
With an increased focus on personal well-being, the health and wellness tourism is shaping the travel industry in various ways. As remote work becomes more
sector is expanding rapidly. Travelers are opting for destinations that offer wellness prevalent, travelers seek destinations that allow them to maintain their professional
retreats, spa experiences, and opportunities to engage in outdoor activities to obligations while engaging in personal development experiences. Destinations and
rejuvenate their bodies and mind. Muslim travelers will increasingly seek health businesses can develop programs specifically tailored to Muslim travelers, focusing
and wellness experiences that meet their religious and cultural requirements. on various aspects such as spiritual growth and skill-building.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L T R E N D S

Leveraging AI Tools to Enhance Muslim Traveler Experience

Responsible Use of AI Tools: Streamlined Trip Planning:
CrescentRating & Mastercard’s influential 2018 “Halal Travel Frontier” report highlighted AI-powered platforms can analyze vast amounts of data to identify trends and
“Developing Unbiased AI-Enabled Travel Solutions” as one of ten major trends to watch. provide insights that help travelers plan their trips more efficiently and effectively.
With AI tools such as ChatGPT emerging as game-changers across industries, their impact As such, AI tools can provide insights and recommendations specifically tailored
on the travel sector is undeniable. However, in this evolving landscape, these tools must to Muslim travelers, helping them plan their trips more efficiently by highlighting
be calibrated to appreciate and respect Muslim travelers’ unique needs and values. halal-friendly options, prayer timings, and other relevant information.

Responsibly harnessing these AI innovations promises a transformative potential for the

Muslim travel market. With personalized experiences, tailored recommendations, and Targeted Marketing:
nuanced marketing strategies, these tools are shaping a new era for the travel industry AI tools can assist businesses in developing targeted marketing campaigns that
– one that better resonates with and caters to the distinct demands of this growing resonate with specific customer segments, driving engagement and conversions.
demographic. They can help businesses in developing marketing campaigns that resonate
with Muslim travelers, addressing their unique needs and preferences while
showcasing the destination or business’s commitment to inclusivity and cultural
Enhanced Customer Service: understanding.
AI-powered chatbots like ChatGPT can provide 24/7 customer support, helping travelers
with inquiries, bookings, and problem-solving. This leads to improved customer
experiences and streamlined communication. They can be tailored to cater to the unique
needs of Muslim travelers, providing culturally-sensitive support and addressing specific
inquiries related to halal-friendly options and facilities.

Personalized Recommendations:
AI tools can analyze user data to offer personalized travel recommendations, including
accommodations, attractions, and dining options tailored to individual preferences.
As such, they can recommend Muslim travelers, including halal dining options,
accommodations with prayer facilities, and attractions that align with their traditions.

Optimized Offering:
AI-powered yield management can help businesses better understand the Muslim travel
market’s specific demand patterns, allowing them to optimize their offerings and pricing
strategies accordingly.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

Muslim Traveler Intent

03 Tracker (MTIT)

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L I N T E N T T R AC K E R

Muslim Traveler Intent Tracker (MTIT)

MTIT Socre

The Muslim Traveler Intent Tracker 59.8 60.5

60.00
(MTIT) is a metric designed to gauge 56.4 57
and monitor the travel intent of Muslim
travelers over time. By considering
various timeframes, from immediate
travel plans to those planned over a 40.00
year in advance, the MTIT will capture
the dynamic and evolving preferences
of the Muslim traveler market.

The MTIT will be tracked and published 20.00

monthly, ensuring that industry
stakeholders stay informed about
current trends, anticipate future
demand, and identify potential growth 0.00
opportunities in the Muslim travel February 2023 March 2023 April 2023 May 2023
market.
The algorithm used to calculate the travel intent score is based on assigning Travel Intent
weights to different time frames representing various future travel plans.
50%

The current data covers the surveys from February 2023 to May 2023. The surveys 50
46%
44%
were conducted the first week of each month. 40%
40
The data show a consistent preference for short-term travel plans, with a growing
interest in mid-term travel planning. In addition, the intent for travel after six
months up to 12 months remains relatively stable, while long-term travel intent 30
25% 24%
experiences fluctuates across the surveyed months. This variation in long-term 21%
travel intent could be influenced by factors such as global travel conditions, 20 19% 19%

economic trends, or socio-political events. 16% 15% 15%

12%
11%
By understanding these trends, businesses, and destinations can tailor their 10 8% 8%
9%
7% 6% 6%
offerings and marketing strategies to better cater to Muslim travelers’ evolving
needs and preferences. 0
This Month In 2 to 3 months In 4 to 6 months In 7 to 12 months After 12 months

February 2023 March 2023 April 2023 May 2023

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L I N T E N T T R AC K E R

Muslim Traveler Intent Tracker (MTIT) - Destinations

In the MTIT survey conducted in February, March,
April, and May 2023, the participants were queried
about the destinations they planned to visit.

Saudi Arabia has been mentioned several times,

indicating a strong preference for travel to the
destination. The post-pandemic period has witnessed
a significant increase in the desire to perform Hajj
and Umrah, as evidenced by the arrival numbers
in 2022, along with a notable rise in the number of
Muslims who have recently embarked on Umrah
journeys.

The other countries that appear multiple times

in the responses are Australia, Canada, Italy, Japan,
Spain, and the UK. This indicates a greater interest or
intention to travel to these destinations specifically.

The responses show that the Muslim travelers

have a wide range of travel aspirations and desire to
visit destinations worldwide. The responses include
popular and lesser-known places, reflecting the
respondents’ varied interests and travel intentions.
It also highlights the appeal of different regions
and emerging destinations, as well as the global
popularity of certain destinations.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

Muslim Demographics
04 & Travel Market

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M D E M O G R A P H I C S & T R AV E L M A R K E T

Muslim Demographics
PERCENTAGE OF MUSLIM POPULATION
TOTAL MUSLIM TOTAL MUSLIM
POPULATION 2022 POPULATION 2030

2 BILLION 2.3 BILLION ASIA

% OF WORLD % OF WORLD 67% Sub-Saharan Africa 17.9%
POPULATION POPULATION BY 2030

+25 +27
North Africa 12.0%

Europe 2.7%
Other 0.4%

Eastern Asia 1.5% 48 IN 28 COUNTRIES

Central Asia 3.4%
LIVE IN MUSLIM
Southeastern Asia

IN

+200
Southern Asia

COUNTRIES MUSLIM POPULATION

Western Asia

POPULATION BETWEEN
35.6%

13.8%

12.7%

ASIA
COUNTRIES
+50% 10% and 50%
GEN ALFA:
21.5%
32.3%...... G20
31.4%...... SAARC

FEMALES 70 % GEN Z:
21.1%...... Arab League

49.2% 1.46
13.8%...... ASEAN

27.2
UNDER 5.9%........ OECD
MEDIAN
%
AGE
40 MILLENNIALS: BILLION 4.5%........ CIS

25
2.6%........ GCC
MALES YEARS
50.8% 22.9%
1.2%........ G7
YEARS 1.1%........ EU

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M D E M O G R A P H I C S & T R AV E L M A R K E T

Muslim Travel Market Outlook

Despite global challenges, the Muslim travel market has demonstrated resilience and robust Looking further into the future, the outlook remains
growth. After experiencing the downturn due to the COVID-19 pandemic, this sector is now on positive. By 2028, the Muslim travel market is projected
a promising recovery trajectory. to reach unprecedented heights, with Muslim arrivals
expected to hit 230 million. This represents a significant
In 2022, Muslim international arrivals reached 110 million, capturing 68% of the 2019 increase from the 2019 levels, indicating that the growth
pre-pandemic levels. This indicates a strong rebound and shows the willingness and ability of of the Muslim travel market is not just a recovery but an
Muslim travelers to resume international travel as conditions permit. expansion. Moreover, the expenditure by Muslim travelers
is projected to be USD 225 billion by 2028. This underlines
The growth trend is set to continue, with projections for 2023 expecting the arrivals to
the economic significance of this market segment and
reach 140 million. This would represent 87% of the 2019 levels, further solidifying the recovery
its potential to contribute to the global travel industry’s
process. By 2024, a full recovery is projected, with the total Muslim arrivals matching the 2019
recovery and growth.
figures of 160 million. This return to pre-pandemic levels signifies a recovery and revival of the
Muslim travel market.

200

150
Arrivals (million)

100
230 million
arrivals
50 USD 225
Billion
0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024
2028
Year

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M D E M O G R A P H I C S & T R AV E L M A R K E T

Comparative Analysis: Global and Muslim Travel Arrivals by Region

Asia leads the way in terms of Muslim arrivals. More than 31% of arrivals are Muslim travel destinations, the gap suggests potential for growth in better accommodating
travelers. This is not surprising given the region’s significant Muslim population, Muslim travelers.
particularly in Southeast Asia and the Middle East, and its Muslim-friendly offerings
that cater to various travel preferences. This also indicates that travelers prefer With the smallest global arrivals, Oceania also has a smaller share of Muslim
nearby destinations for travel rather than traveling long haul after the pandemic. It arrivals, around 7%. This is not surprising given its geographic distance from many
is also the impact of higher airline prices. Muslim-outbound markets, but it indicates room for improvement in attracting and
accommodating Muslim travelers.
Despite having relatively lower international arrivals, Africa’s share of Muslim
arrivals is significant at more than 21%. This suggests that Africa is a key destination Americas hosts the smallest proportion of Muslim travelers, at 2% of the total
for Muslim travelers, due to its rich cultural diversity, historical Islamic heritage, and arrivals. This is due to various factors, including distance, travel costs, or perceived
large Muslim populations across Africa, particularly North Africa. lack of Muslim-friendly facilities and especially in South American destinations.
However, this also suggests the untapped potential for growth in the Muslim travel
Europe, the region with the highest global arrivals, sees a relatively smaller market.
proportion of Muslim arrivals at around 6%. While Europe is home to many popular

Total Arrivals by Region Muslim Arrivals by Region

700 M 70 M

600 M 60 M

500 M 50 M

400 M 40 M

300 M 30 M

200 M 20 M

100 M 10 M

0 0
Africa Americas Asia Europe Oceania Africa Americas Asia Europe Oceania

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

Muslim Traveler Responsible

05 Tourism Framework

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L E R R E S P O N S I B L E TO U R I S M F R A M E W O R K

Responsible Travel Framework for Muslim Travelers

The Muslim Traveler Responsible Tourism Framework is a pioneering
initiative designed by HalalTrip to address Muslim travelers’ values and
expectations within the broader context of sustainable and responsible
tourism. This framework is intended to serve as a guide and reference
point for all stakeholders in the tourism industry, from policymakers

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to service providers, to help create travel experiences that are not only

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sensitive to the religious and cultural needs of Muslim travelers but
also promote environmental sustainability, socio-cultural respect, and

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economic balance.

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It’s important to note that this framework represents a starting
point in our ongoing efforts to refine and evolve our understanding

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of responsible tourism for Muslim travelers. This first iteration will

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undoubtedly undergo enhancements and adjustments in response
to feedback, new insights, and the evolving landscape of the global

iro
tourism industry.

nm
As we move forward, we are committed to making this framework
more comprehensive, accurate, and effective in facilitating responsible

ent
and inclusive tourism experiences for Muslim travelers.

al
Socio-Cultural

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L E R R E S P O N S I B L E TO U R I S M F R A M E W O R K

Muslim Traveler Responsible Tourism Framework 1.0

Local Communities can have their Interconnectedness as a key value,

wellbeing supported by prioritizing spending encourages travelers to appreciate the
in local businesses and community causes, relationships between creation. This induces the
which contributes to their broader social and respect and appreciation of the natural world at
economic development. the destinations visited.

ic
om
Fair Trade and Ethical Consumption Compassion towards Animals with a basis

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can be practiced by supporting businesses that in the faith traditions and values of kindness and

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engage in ethical practices, such as fair wages mercy, ensures their welfare, which contributes to
and humane working conditions. overall environmental sustainability.

Soc

Env
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ent
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Socio-Cultural

Public Interest emphasizes the importance Education and Awareness will foster
of preserving cultural heritage, and respecting a deeper understanding of faith traditions,
local customs, traditions, and values. This values and principles related to responsible
fosters positive interactions with local tourism, empowering Muslim travelers to make
communities, and promotes the conservation informed choices and adopt practices that
of heritage for future generations. consider the wellbeing of the community.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M T R AV E L E R R E S P O N S I B L E TO U R I S M F R A M E W O R K

Practical Tips to be Responsible Travelers

Interconnectedness c. Do not feed wild animals or disturb
a. Choose eco-friendly accommodations that prioritize sustainable their natural habitats.
practices. d. Refrain from purchasing products
b. Opt for public transportation, carpooling, or walking/biking and made from endangered species or
travel during off-peak hours to minimize overcrowding. animal parts.
c. Carry reusable bags, bottles, and utensils to minimize single-use e. Report any instances of animal
plastic waste. mistreatment to local authorities or
d. Conserve water by taking shorter showers and reusing towels. animal welfare organizations.
e. Turn off lights, air conditioning, and electronic devices when not in
use. Education and Awareness:
a. Attend workshops, talks, or
Local Communities: seminars related to sustainable
a. Support local artisans and small businesses by purchasing souvenirs tourism and responsible travel
directly from them. practices.
b. Prioritize businesses, tour operators and restaurants that are locally b. Share your responsible travel
owned. Fair Trade and Ethical Consumption: experiences and tips on social
c. Dispose of waste properly, avoid littering, and recycle whenever a. Support businesses and tour operators that media to inspire others.
possible. adhere to fair trade and ethical practices. c. Seek advice from local community
d. Select tour operators that demonstrate a commitment to b. Prioritize restaurants that source ingredients members, tour guides, or fellow
sustainable tourism. locally and treat their employees fairly. travelers on how to travel
e. Donate and contribute to local charities and community causes. c. Seek out businesses that adhere to sustainable responsibly.
food waste management practices. d. Stay informed about the latest
Public Interest: d. Avoid bargaining excessively, as it may sustainable travel practices and
a. Learn about local customs, traditions, and etiquette to show undermine the livelihoods of local vendors. trends.
respect. e. Support social enterprises that invest in the local e. Encourage friends and family to
b. Dress modestly and appropriately according to local cultural norms. community. adopt responsible travel habits
c. Learn a few words or phrases in the local language to foster positive and support sustainable tourism
interactions. Compassion towards Animals: initiatives.
d. Follow guidelines and rules for conduct at religious or historical a. Avoid visiting attractions that exploit animals for
sites. entertainment.
e. Engage in responsible volunteer opportunities that benefit the b. Choose wildlife experiences that promote ethical
community. and responsible interactions, such as visiting
sanctuaries or rescue centers.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

06 GMTI 2023 Overview

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

Trailblazing Change: The GMTI Transformation Over Time

The Mastercard-Crescentrating Global Muslim Travel Index (GMTI) has witnessed a also saw a significant leap to 100, illustrating the widening scope and recognition
remarkable journey of evolution and expansion since its inception. of Muslim travel needs.

Initially known as the Crescentrating Annual Ranking, it started in 2011 by From 2016 to 2019, GMTI continued to expand its reach, evaluating 130
assessing only the top 10 Muslim-friendly destinations. The following year saw it, destinations. However, the unprecedented global pandemic in 2020 led to a pause
covering 20 destinations. in the ranking.

In 2013, the ranking evolved into the CRaHFT (Crescentrating Halal Friendly Travel) In 2021, the GMTI resumed its evaluation with an even broader scope, assessing
Ranking, indicating a more inclusive and comprehensive focus on Halal-friendly 140 destinations. In the past two years, 2022 and 2023, GMTI has maintained its
services and facilities. During this phase, the number of destinations expanded to assessment of 138 destinations, indicating stability and consistency amidst the
50 and increased to 60 in 2014. continued recovery and growth of the global travel industry post-pandemic.
2015 marked a significant milestone when the ranking transformed
into the Mastercard-Crescentrating Global Muslim Travel Index 140 138 138
(GMTI). This change underscored the global 130 Destinations Destinations Destinations
Destinations
nature of Muslim travel and the importance of
100
an industry-wide standardized benchmark. In

The COVID-19 disruption

Destinations
addition, the number of destinations evaluated

60
50 Destinations
Destinations

20
10 Destinations Mastercard-CrescentRating
Destinations CRaHFT Global Muslim Travel Index
Ranking (GMTI)
CrescentRating
Annual Ranking

2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

The first ever Renamed as the The launch of Introduction ACES Introduction of ACES Addition of Introduction
ranking was CrescentRating the Mastercard- of the ACES framework the Halal Travel framework Sustainability of MTIT and
launched by Halal Friendly Travel CrescentRating Global framework updated Development updated to the ACES GPM
CrescentRating Ranking. Muslim Travel Index (ACES 1.0) (ACES 2.0) Goals (ACES 3.0) framework

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

GMTI’s Journey of Influence

GMTI 2015 GMTI 2016 GMTI 2017 GMTI 2018 GMTI 2019 GMTI 2020 GMTI 2021 GMTI 2022 GMTI 2023

+24,000 +33,000 +1,800 +6,000 news

online article
Downloads mentions citations media mentions
(YoY* 55%) (YoY* 58%)
in academic
articles

*YoY : Year-on-Year growth

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

ACES 3.0 Framework

Introduced in 2017, the ACES Framework, used in the GMTI is a
comprehensive framework that assesses the Muslim-friendly travel
facilities and services in a destination. ACES stands for Access,
Communications, Environment, and Services. This model evaluates • Visa requirements
the level of inclusivity and support for Muslim travelers that
destinations provide in various aspects of their travel experience: • Connectivity
• Transport
• Ease of access to the destination Infrastructure
• Communication, internal and external, by the destination
• Environment at the destination
• Services provided by the destination • Core Needs ACCESS
(Halal Food & (10%)
To evaluate the four key areas, quantitative measurements are used

SERVICES
across various criteria and sub-criteria. The criteria scores are based Prayer Facilities)

(40%)

COMMUNICATIONS
on over 50 data sets and compiled using the ACES 3.0 Framework. • Destination
• Core Services GMTI
ACES
The criteria and sub-criteria for the Muslim travel market have been (Hotels & Airports) Marketing
updated since 2017 to stay with the current industry’s growth,

(20%)
• Communication
including changes in travel and lifestyle trends.
• Heritage Experiences FRAMEWORK Proficiency
& Attractions
This year’s model has two specific enhancements in the • Stakeholder
Environment category. The “Sustainability” metrics have been ENVIRONMENT Awareness
strengthened by analyzing a more comprehensive range of data, (30%)
and the “Enabling Climate” data has been overhauled.

• Sustainability
• Visitor Arrivals
• Faith Restrictions
• Safety
• Enabling Climate

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

ACES Criteria Overview - Access & Communication

Access Communication

The Access criteria evaluate the accessibility of a destination from the top 30 Muslim The Communication criteria assess a destination’s communication capabilities and
travel outbound markets. It considers various factors to assess the ease of reaching the efforts to market the destination to Muslim travelers. This criteria includes three key
destination. The criteria include air connectivity, land connectivity, visa requirements, factors:
and quality of transport infrastructure.
Communication Proficiency: This aspect evaluates the destination’s proficiency
Connectivity: Air Connectivity focuses on the availability and frequency of direct in communicating in the top 10 languages Muslim travelers speak. These languages
flights between the destination and key Muslim outbound markets. Distance examines include English, Arabic, Bahasa, Melayu, Urdu, Turkish, Russian, French, Persian, and
the geographical proximity of the destination, recognizing that shorter distances can German.
contribute to easier access. Land Connectivity evaluates the quality of road networks Destination Marketing: This factor examines how the destination promotes
and border crossings that connect the destination with Muslim-majority areas, Muslim-friendly services and facilities to attract Muslim travelers. It evaluates
facilitating smooth travel. destination marketing efforts, including the availability of comprehensive and
accurate information on websites, dedicated Halal travel guides, media mentions, and
Visa Requirements: This aspect assess the ease of obtaining visas for travelers,
promotional campaigns that highlight the destination’s Muslim-friendly offerings.
considering the types of visas available and any specific provisions for them.
Effective destination marketing is vital in attracting Muslim travelers and showcasing
Transport Infrastructure: This aspect refers to the accessibility, convenience, the destination’s commitment to catering to their needs.
and ease of travel within a given destination. This assessment considers the quality, Stakeholder Awareness: This aspect assesses the level of understanding among
efficiency, and variety of available transport options. stakeholders regarding the needs and preferences of Muslim travelers. It considers
factors such as the Muslim population percentage in the destination, the presence
By considering these factors, the Access criteria provide valuable insights into the
of Halal conferences or events, online searches related to Halal and Muslim-friendly
accessibility of a destination for Muslim travelers. It helps destinations identify areas of
services, and the awareness of the local community about Halal requirements.
improvement to attract and cater to this market effectively.
Stakeholder awareness reflects the destination’s ability to recognize and address the
specific needs of Muslim travelers.
Considering these factors, the Communication criteria provide insights into a
destination’s communication capabilities, marketing strategies, and stakeholder
awareness related to Muslim-friendly travel. As a result, these assessments help
destinations enhance their communication efforts, improve marketing strategies, and
promote understanding among stakeholders.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

ACES Criteria Overview - Environment & Services

Environment Services
The Environment evaluates a destination’s overall environment and atmosphere in The Services criteria assesses the range and quality of services available to Muslim
relation to its appeal and suitability for Muslim travelers. This criteria consists of several travelers in a destination. This criteria focuses on several key factors:
key factors:
Availability of Prayer Places and Mosques: This aspect evaluates the presence
General Safety: This aspect evaluates the destination’s safety in terms of hate and accessibility of prayer facilities and mosques within the destination. It considers the
crimes, and overall safety. It considers the level of safety and security for Muslim availability of designated prayer rooms, mosques, and other prayer spaces that cater to
travelers, ensuring a peaceful environment where they can freely enjoy their visit the needs of Muslim travelers, ensuring they have convenient locations to fulfill their
without concerns for their well-being. religious obligations during their visit.
Faith Restrictions: This factor examines any restrictions or limitations imposed Availability of Halal Dining Options: This factor examines the availability of
on Muslims in terms of religious practices, such as dress code restrictions for Muslim Halal dining options within the destination. It considers the presence of restaurants
females. It evaluates the extent to which such restrictions may affect the overall and food establishments that offer Halal-certified food or Muslim-friendly restaurants,
experience and perception of the destination by Muslim travelers. accommodating the dietary requirements of Muslim travelers.
Enabling Climate: It looks at the ability of destinations to enable innovation Muslim-Friendly Airports: This aspect evaluates the level of Muslim-friendliness
and entrepreneurship, taking into account factors such as policy frameworks, access of airports within the destination. It considers the availability of prayer rooms, ablution
to finance, and innovative capacity that can contribute to creating a conducive facilities and Halal food options in the airport.
environment for innovation and entrepreneurship in the climate change domain.
Muslim-Friendly Accommodation: This factor assesses the availability of Muslim-
Muslim Visitor Arrivals: This factor looks at the number of Muslim visitors arriving friendly accommodation options. It considers the presence of hotels, resorts, and other
at the destination. It takes into account the volume of Muslim travelers visiting the lodging establishments that offer amenities and services tailored to the needs of Muslim
destination, which reflects the level of appeal and suitability of the environment for this travelers.
specific group.
Heritage Experiences and Attractions: This dimension examines the availability
Sustainability: This dimension examines the destination’s efforts towards of heritage experiences and attractions that are of significance to Muslim travelers.
sustainability, including factors such as CO2 emissions, renewable energy usage, air It considers historical sites, cultural landmarks, and attractions that showcase the
quality, heritage preservation, and human development. It recognizes the importance destination’s rich heritage and Islamic history, providing Muslim travelers with unique
of sustainable practices in creating a favorable environment for Muslim travelers, experiences and opportunities to connect with their faith and heritage.
aligning with their values and ethical considerations.
By evaluating these factors, the Services criteria provide insights into the availability
By taking into account these factors, the Environment criteria offer valuable and quality of services that enhance the travel experience for Muslim travelers. It ensures
insights into the overall environment and conditions of a destination as they that the destination offers suitable accommodations, prayer facilities, dining options,
relate to Muslim travelers. and opportunities for cultural exploration that cater to their specific needs.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI 2023 OVERVIEW

138 Destinations ranked

The Global Muslim Travel Index (GMTI) has been
expanding its coverage over the years to reflect the AFRICA ASIA AMERICA EUROPE OCEANIA
growing diversity in travel destinations. The index strives Algeria Azerbaijan Argentina Albania Australia
to be inclusive, with new destinations added and some Benin Bahrain Aruba Andorra New Zealand
removed to ensure a comprehensive view. Bostwana Bangladesh Bahamas Armenia Fiji
Burkina Faso Brunei Bolivia Austria
Due to the ongoing war in Ukraine, GMTI 2023 has Cabo Verde Cambodia Brazil Belgium
Cameroon China Canada Bosnia and Herzegovina
paused the ranking of both Russia and Ukraine, just Chad Cyprus Chile Bulgaria
like in GMTI 2022. Therefore, the 2023 report only Cote d’Ivoire Georgia Colombia Croatia
includes rankings for 138 destinations, which account Egypt Hong Kong Costa Rica Czech Republic
for over 98% of Muslim visitor arrivals. This offers a Eswatini India Cuba Denmark
Ethiopia Indonesia Dominican Republic Estonia
comprehensive overview of the Muslim travel market. Gambia Iran Ecuador Finland
Ghana Japan El Salvador France
The GMTI is dedicated to keeping up with the changing Guinea-Bissau Jordan Guam Germany
landscape of Muslim-friendly travel around the world. By Kenya Kazakhstan Guatemala Greece
covering a wide range of destinations, it provides useful Lesotho Kuwait Honduras Hungary
information for travelers, destinations, and stakeholders Malawi Kyrgyzstan Jamaica Iceland
Mali Laos Mexico Ireland
on how to meet the needs of Muslim travelers and Mauritius Lebanon Nicaragua Italy
promote inclusivity in the travel industry. Morocco Malaysia Panama Latvia
Mozambique Maldives Paraguay Lithuania
Namibia Mongolia Peru Luxembourg
Nigeria Nepal Puerto Rico Malta
Rwanda Oman Suriname Montenegro
Senegal Pakistan United States Netherlands
Sierra Leone Philippines Uruguay North Macedonia
South Africa Qatar Norway
Sudan Saudi Arabia Poland
Tanzania Singapore Portugal
Togo South Korea Romania
Tunisia Sri Lanka Serbia
Uganda Taiwan Slovak Republic
Zambia Tajikistan Slovenia
Zimbabwe Thailand Spain
Türkiye Sweden
United Arab Emirates Switzerland
Uzbekistan United Kingdom
Vietnam

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

07 GMTI 2023 Results

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

Decoding the Evolution: OIC vs Non-OIC Destinations in GMTI (2015-2023)

Overall GMTI ranking Non-OIC Destinations GMTI ranking
Malaysia’s Dominance: Malaysia’s standing in the Global Muslim Travel Index (GMTI) has Singapore’s Stellar Consistency: As the consistent leader of non-OIC destinations
remained unchanged over the years, a testament to its enduring allure to Muslim travelers. from 2015 to 2023 in the GMTI, Singapore has demonstrated its unwavering appeal and
unmatched prowess in catering to the needs of Muslim travelers.
Indonesia’s Challenge: Starting from the 6th position in 2015, Indonesia swiftly ascended
the ranks, capturing the joint top spot with Malaysia in 2019. After briefly dipping in the Taiwan’s Remarkable Ascent: Beginning at the tenth position in 2015, Taiwan has exhibited
rankings, it has reclaimed its joint number-one position this year, showcasing its formidable an impressive climb to the top 3. This rapid progression reveals its growing prominence and
appeal to Muslim travelers while challenging Malaysia’s hold on the top position. success in appealing to Muslim tourists.

The Dynamic Trio at the Top: Türkiye, the United Arab Emirates (UAE), and Saudi Arabia United Kingdom’s Steady Stature: The United Kingdom has consistently maintained a
have ceaselessly vied for the next three spots, demonstrating their steadfast attractiveness to place in the top three throughout the years, showcasing its unwavering appeal to Muslim
Muslim travelers. tourists.

Steadfast Destinations: Qatar, Oman, Jordan, and Singapore have shown remarkable Thailand’s Resilient Presence: Thailand has managed to maintain its position within the
resilience by maintaining a firm presence within the top 10. Their consistent rankings top five, emphasizing its enduring appeal to the Muslim tourist demographic.
underline their effectiveness in catering to Muslim travelers.
Spain’s Consistent Climb: Spain’s position has improved significantly over the years, moving
Rising Destinations: Iran, Egypt and Uzbekistan, beginning from the 14th, 16th and 27th from the ninth position in 2015 to sharing the seventh position in 2023. This steady upward
spots, respectively, in 2015, have made noteworthy strides up the ladder, reaching 7th, 9th progression shows Spain’s interest in catering to Muslim travelers.
and 13th positions by 2023.
Dynamic Progress by Hong Kong, Japan, Germany, the Philippines, and South Africa:
Fresh Faces on the Block: Over the years, new entrants such as Pakistan, Algeria, and Hong Kong has maintained a steady presence around the fifth position throughout the
Kyrgyzstan have graced the top 20, indicating a broadening array of destinations capturing years, demonstrating its consistent appeal to this demographic. Meanwhile, Japan has
the interest of Muslim travelers. displayed an upward trajectory, moving from eleventh to sixth place from 2015 to 2023.
Germanu and the Philippines has also seen substantial advancement. Despite slight
The Ebb and Flow of Rankings: Several destinations have experienced significant shifts in fluctuations, South Africa has remained resilient, consistently securing a place in the top ten,
their rankings over time, for instance, Bahrain, oscillating from 11th to 9th and back to 9th underscoring its continued attractiveness to Muslim travelers.
position.
Fluctuating Ranks and Potential: Some destinations like the United States, France, and
Singapore’s Singular Feat: As the only non-Organization of Islamic Cooperation (OIC) Australia have experienced notable fluctuations in their rankings. Yet, these variations
destination, Singapore has consistently clinched a spot within the top ranks of the GMTI, indicate dynamic market forces and present opportunities for improvement.
asserting its significant appeal within the global Muslim travel market.
Emerging Non-OIC Destinations: Nations such as Georgia, Kenya, and Tanzania have
demonstrated promising upward mobility over the years. Their improving ranks from the
twenties to the teens suggest increased efforts in catering to Muslim travelers, making them
potential contenders for higher ranks in the future.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 Rankings - Top 20 Destinations

As the travel ban imposed due to the COVID-19 pandemic comes to an end, the Indonesia and Malaysia jointly hold the prestigious top position in GMTI 2023.
global travel industry is making a strong comeback, exhibiting promising progress Indonesia has reclaimed its top position after previously jointly topping the rank in
over the past year. The reopening of international tourism gates has instilled a 2019, while Malaysia maintains its consistent status at the forefront of GMTI since
considerable boost in travelers’ confidence and freedom to explore, resulting in a its inception in 2015. The United Kingdom (UK) emerges in the top 20 ranking,
notable surge in tourism activities. impressively climbing eight positions from the previous year to secure the 20th
spot on GMTI 2023. Singapore and The UK are the two non-OIC destinations
Some destinations have capitalized on the opportunity by enhancing connectivity, featured in the top 20.
implementing impactful marketing and promotion campaigns, fostering a
supportive atmosphere, and upgrading facilities to better cater to the needs of
Muslim travelers.
GMTI 2023 Change GMTI 2023
Country
Rank VS 2022 Scores
1 1 Indonesia 73
1 0 Malaysia 73
3 -1 Saudi Arabia 72
4 1 United Arab Emirates (UAE) 71
5 -3 Türkiye 70
6 0 Qatar 69
7 0 Iran 66
7 0 Jordan 66
9 0 Bahrain 65
9 3 Egypt 65
11 1 Kuwait 64
11 -2 Singapore 64
13 -1 Oman 63
13 -4 Uzbekistan 63
15 -3 Brunei 62
15 2 Tunisia 62
17 -5 Morocco 60
17 0 Pakistan 60
19 0 Lebanon 59
20 2 Kazakhstan 58
20 2 Kyrgyzstan 58
20 8 United Kingdom (UK) 58

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 Rankings - Top 20 non-OIC Destinations

Singapore continues to hold its coveted position at the top among non-OIC GMTI GMTI
destinations in GMTI 2023, demonstrating remarkable consistency since the index’s Non-OIC Change
2023 Country 2023
Rank VS 2022
inception in 2015. The United Kingdom (UK) has made strides, securing second Rank Scores
place and surpassing Taiwan, now positioned third. Notably, Germany exhibits 1 0 11 Singapore 64
significant advancement this year, ascending by five positions and capturing the 2 1 20 United Kingdom (UK) 58
impressive 7th spot among the top non-OIC destinations in GMTI 2023. In addition, 3 -1 28 Taiwan 53
the Philippines has improved it’s position to rank at 7. 4 -1 29 Thailand 52
5 0 30 Hong Kong 50
6 0 32 Japan 48
7 1 36 Philippines 46
7 5 36 Germany 46
7 -1 36 South Africa 46
7 3 36 Spain 46
11 -1 40 Australia 45
11 -3 40 United States of America (USA) 45
13 2 43 Bosnia and Herzegovina 44
13 -1 43 France 44
13 3 43 Georgia 44
16 3 47 South Korea 43
17 -5 49 Ireland 42
17 3 49 Kenya 42
19 2 52 Canada 41
19 -3 52 Italy 41
19 1 52 Tanzania 41

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 Rankings - Regional Analysis

West Asia and North Africa emerge as the top-ranked regions in GMTI 2023, Average
predominantly owing to their composition of Muslim-majority destinations. Region GMTI 2023 Top 2 Destinations
Western Asia encompasses countries such as Türkiye and the GCC nations, Score
while North Africa boasts Egypt and Morocco as its leading destinations. Central Western Asia 59 Saudi Arabia/United Arab Emirates (UAE)
Asia, spearheaded by Uzbekistan and Kazakhstan, demonstrates continuous Northern Africa 59 Egypt/Tunisia
improvement in its score, showcasing its potential to ascend as a top region. Central Asia 57 Uzbekistan/Kazakhstan
Notably, Southeast Asia, home to the influential Halal travel destinations Malaysia, South-Eastern Asia 52 Indonesia/Malaysia
Indonesia and Singapore, secures the fourth position. Conversely, South America Southern Asia 49 Iran/Pakistan
and Central America rank among the lower-tier destinations in GMTI 2023. Eastern Asia 43 Taiwan/Hong Kong
Western Africa 40 Senegal/Sierra Leone
Western Europe 39 Germany/France
Northern America 39 United States of America (USA)/Canada
Oceania 39 Australia/New Zealand
Southern Europe 37 Spain/Albania
Northern Europe 36 United Kingdom (UK)/Ireland
Eastern Africa 36 Kenya/Tanzania
Southern and Central Africa 34 South Africa/Chad
Eastern Europe 32 Czhechia/Bulgaria
Carribean 32 Jamaica/Dominican Republic
South America 30 Suriname/Brazil
Central America 28 Guatemala/Costa Rica

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 ACES Rankings - Access

Access is a pivotal factor in facilitating tourism development, encompassing crucial Qatar, United Arab Emirates (UAE), and Saudi Arabia lead the rankings as the
elements such as air and land connectivity, visa requirements, and transport most accessible destinations for the top 30 Muslim outbound markets. This is
infrastructure at destinations. primarily due to their strategic locations relative to these key markets and their
status as significant airline hubs. Furthermore, these destinations are supported by
The metrics of connectivity and visa requirements assess the ease of reaching excellent transportation facilities that enhance the ease of movement for Muslim
and entering destinations from to the top 30 Muslim outbound markets. On the travelers during their journeys.
other hand, transport infrastructure gauges the convenience and comfort for
travelers to explore various points of interest within the destinations.

Top 10 Access
Qatar
United Arab Emirates (UAE)
Saudi Arabia
Oman
Türkiye
Jordan
Georgia
Malaysia
Singapore
Iran

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 ACES Rankings - Communications

Effective communication and raising awareness among destination stakeholders marketing initiatives. Stakeholder Awareness measures the level of awareness
play a crucial role in developing the necessary infrastructure and creating a among stakeholders regarding the Muslim market, as well as the destination’s
welcoming environment for Muslim visitors. Hence, this category focuses on efforts to enhance this awareness. This category also includes assessing
assessing destination marketing efforts targeting Muslim travelers and educating “Communication Proficiency” based on the proficiency in the top 10 languages
travel stakeholders within the destination. spoken by Muslim travelers, namely English, Arabic, Bahasa Melayu, Russian, Urdu,
Bahasa Indonesia, Turkish, French, Persian, and German.
The Destination Marketing aspect evaluates endeavors to engage the Muslim
market through digital content, Muslim visitor guides, media exposure, and other Indonesia, Malaysia, and Egypt emerge as the top three performers this year.

Top 10 Communications
Indonesia
Malaysia
Egypt
Jordan
Singapore
Tunisia
United Arab Emirates (UAE)
United Kingdom (UK)
Lebanon
United States of America (USA)

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 ACES Rankings - Environment

The Environment category assesses the level of comfort, safety, and convenience With an increasing emphasis on sustainable tourism practices, destinations are
for Muslim travelers to practice their faith while on the go. This includes aspects striving to preserve their natural and cultural heritage while minimizing any
like dress code restrictions and protection against hate crimes. Additionally, adverse effects, in order to attract travelers seeking responsible and ethical
the Enabling Climate looks at the ability of destinations to enable innovation experiences. This year, GMTI sustainability calculations will focus on three key areas:
and entrepreneurship that will facilitate the growth of tourism facilities in the Environmental, Socio-Cultural, and Socio-Economic aspects.
destination.
This year, Saudi Arabia and the United Arab Emirates have emerged as the top two
destinations, indicating their commitment to providing a comfortable and safe
environment for Muslim travelers.

Top 10 Environment
Saudi Arabia
United Arab Emirates (UAE)
Kyrgyzstan
Türkiye
Iran
Bahrain
United Kingdom (UK)
Uzbekistan
Kuwait
Singapore

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S

GMTI 2023 ACES Rankings - Services

Ensuring optimal service touchpoints is vital in warmly welcoming and retaining By offering halal dining options, convenient access to prayer places, Muslim-
Muslim travelers in every destination. The services category assesses the presence friendly accommodations, halal food and prayer places in airports, as well as
of essential Muslim-friendly services and key touchpoints at the destination. It captivating heritage and experiences, destinations not only fulfill the religious
remains crucial to address the faith-based needs of Muslim travelers in significant and cultural requirements of Muslim travelers but also elevate their overall travel
touchpoints, including restaurants, hotels, and airports. experience, fostering a sense of hospitality and appreciation.

In this category, Indonesia, Malaysia, and Saudi Arabia stand out as the top
three destinations, demonstrating their commitment to providing exceptional
services tailored to the needs of Muslim travelers.

Top 10 Services
Indonesia
Türkiye
Malaysia
Saudi Arabia
Iran
United Arab Emirates (UAE)
Morocco
Qatar
Brunei
Pakistan

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

08 Key Touchpoints Analysis

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 K E Y T O U C H P O I N T A N A LY S I S

Key Touchpoints: Discovering Highlights and Opportunities

This touchpoint analysis aims to emphasize the highlights and opportunities at Soft Touchpoints relate to the less tangible, but no less important,
each of the hard and soft touchpoints in a Muslim traveler’s journey by looking at aspects of travel that enhance the visitor experience, which is vital for
each touchpoint’s maximum and average GMTI 2023 scores. a positive, inclusive, and respectful travel experience. These include
General Safety, Faith Restrictions, Destination Marketing, Stakeholder
Hard Touchpoints refer to tangible, concrete aspects of the travel experience Awareness, and Sustainability Initiatives.
that are essential for travel and have specific standards. They include Visa
Requirements, Airports, Air Connectivity, Accommodation, Communication
Proficiency, Transport Infrastructure, Prayer Places, and Halal Dining.

Destination
Marketing Airports Stakeholder Prayer Places
(70, 16) (100, 34) Awareness (100, 50)
Communication (80, 19) General Safety
Proficiency (96, 78)
(58, 19)

HOME TRANSPORT TERMINALS TRANSPORT ACCOMMODATION PRAYER DINING

Visa Requirements Air Connectivity Transport Faith Restrictions Halal Dining

(95, 65) (88, 27) Infrastructure (100, 90) (95, 44)
(99, 67)
Accomodation Sustainability
(77, 30) (68, 47)

*(max GMTI 2023 score, average GMTI 2023 score)

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 K E Y T O U C H P O I N T A N A LY S I S

Key Touchpoints of a Muslim Traveler: An Analysis of the Hard Touchpoints

Visa Requirements for the Top Muslim Muslim-friendly Accommodation at the Destination
Outbound Markets Although the highest score of 77 shows some destinations
The maximum score is quite high at 95, indicating that some have achieved a reasonable level of Muslim-friendliness in their
destinations have effectively streamlined their visa requirements for the accommodation offerings, the average score of 30 suggests the
top Muslim outbound markets. The average score is at 65, showing that majority is still not catering to this demand adequately.
some destinations still have room for improvement in this area.
Transport Infrastructure at the Destination
Airports’ Muslim-friendliness This aspect has the second-highest maximum score of 99, and a
This aspect exhibits significant room for growth. Even though the substantial average score of 67, indicating that many destinations
maximum score is 100, suggesting that some airports have provided provide good transport infrastructure.
excellent services for Muslim travelers, the average score is just 34,
revealing significant inconsistencies in Muslim-friendliness among
different airports. Prayer Places at the Destinations
Despite a maximum score of 100, the average score is just at the
halfway mark of 50, indicating significant room for improvement in
Air Connectivity to the Top Muslim Outbound Markets the availability and accessibility of prayer places.
The maximum score is decent at 88, but the average score is only 27,
indicating a lack of strong air connectivity to key Muslim markets in
many destinations. Halal Dining Options at the Destination
The maximum score is high at 95, but the average score is lower at
44, implying that many destinations need to improve their offerings
of Halal food options.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 K E Y T O U C H P O I N T A N A LY S I S

Hard Touchpoints - Best Practices

AIRPORTS ACCOMODATION PRAYER PLACES HALAL DINING
Singapore Changi Airport Shaza Hotels Taiwan South Africa

Singapore Changi Airport is Shaza Hotels shows the Taiwan, particularly Taipei, offers a South Africa prioritizes halal
renowned for its excellent Muslim- commitment to Muslim-friendly Muslim-friendly environment with dining by offering a wide range
friendly facilities and services. accommodation by focusing on various prayer facilities for Muslim of halal-certified restaurants and
four fundamental aspects. travelers. accommodations in cities like
The airport provides dedicated Johannesburg, Cape Town, and
prayer rooms equipped with Firstly, they provide a diverse Taipei Grand Mosque, located Durban.
necessary amenities, conveniently range of Halal food options to in the Da’an District, serves as the
located throughout the terminals. cater to guests’ dietary preferences. central hub for Islamic activities and Muslim travelers can enjoy
Secondly, the hotels maintain a offers spacious prayer halls for both diverse halal dining options, while
Moreover, the airport offers Halal environment by abstaining men and women. grocery shopping and takeouts
a diverse range of Halal-certified from serving alcohol or featuring are convenient with reliable halal-
dining options, ensuring that bars. Additionally, Shaza Hotels In addition to the mosque, several certified products. The presence of
Muslim visitors can enjoy delicious prioritize safety with separate shopping malls, such as Taipei 101 Muslim-owned butchers ensures
meals while adhering to their family areas for added peace of and Miramar Entertainment Park, readily available halal meat.
dietary preferences. mind. Moreover, they go above provide dedicated prayer rooms.
and beyond to offer facilities The country is also supported
These thoughtful provisions Moreover, many hotels in Taipei by a number of independent Halal
such as private swimming pools,
create a welcoming and inclusive also offer prayer rooms or can Consultation and Certification
designated prayer rooms, and
environment for Muslim travelers at arrange prayer spaces upon request. Bodies.
tailored gym timings, catering
Singapore Changi Airport.
to guests’ cultural needs and By putting accessible prayer
practices. places in many strategic locations,
Muslim travelers can comfortably
The remarkable attention to fulfill their prayer while visiting
detail in providing a wide range
Taiwan.
of Muslim-friendly facilities
demonstrates Shaza Hotels’
unwavering dedication to ensuring
a seamless experience for Muslim
travelers.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 K E Y T O U C H P O I N T A N A LY S I S

Key Touchpoints of a Muslim Traveler: An Analysis of the Soft Touchpoints

Destination Marketing Faith Restrictions for Muslims at the Destination
For Muslim travelers, specifically, marketing that empathizes This aspect is doing well, with the highest maximum score of 100 and
with their unique needs and expectations is essential. With the an impressive average of 90. Higher scores here indicate only a few
maximum score being 70, there is a significant opportunity destinations have such restrictions, which is positive for Muslim travelers.
for improvement, especially considering the average score
across destinations is only 16. This suggests that while
some destinations are doing well in marketing to Muslim Stakeholder Awareness at the Destination
travelers, many are under-performing and are not effectively Despite the highest score being 80, the average score stands at just 19,
communicating the amenities and services they offer that cater showing a significant gap in awareness and understanding across many
to Muslim travelers. destinations. This implies a need for greater effort in education and
communication about the Muslim traveler market’s unique needs among
stakeholders at each destination.
Communication Proficiency at the Destination
The maximum score is relatively low at 58, indicating room for
significant improvement across destinations. The average score of Sustainability Initiatives
19 further underscores this point. With the highest score being 68 and an average score of 47, it seems
that many destinations are recognizing the importance of sustainability
and are making efforts to implement sustainable practices. However,
General Safety for Muslims at the Destination with sustainability being such a critical factor in today’s travel decisions,
This aspect performs relatively well compared to others, with a destinations should strive to exceed the current highest score.
high maximum score of 96 and a strong average of 78, indicating Destinations that focus on sustainable and eco-friendly initiatives may
a fairly consistent level of safety for Muslim travelers across find themselves more attractive to the Muslim travel market, aligning with
destinations. faith traditions of stewardship for the earth.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 K E Y T O U C H P O I N T A N A LY S I S

Soft Touchpoints - Best Practices

DESTINATION MARKETING STAKEHOLDER AWARENESS SUSTAINABILITY INITIATIVES
Malaga Indonesia Japan

Malaga’s tourism authorities, in In addition to the existing Muslim- Japan has implemented robust
collaboration with HalalTrip, recently friendly initiatives, Indonesia has sustainable tourism initiatives to
published a comprehensive halal travel taken further steps to enhance the protect its natural environment and
guide, providing valuable information and Muslim-friendly situation. support local communities.
recommendations for Muslim travelers.
The tourism authorities recently The country focuses on reducing
This guide is a helpful resource, published mosque guides provide carbon emissions, promoting
ensuring Muslim visitors can navigate and valuable information about prayer energy efficiency, and conserving
enjoy the city while adhering to their faith- facilities across the country. resources. Initiatives include eco-
based needs and preferences. friendly transportation systems,
Furthermore, the authorities waste reduction programs, and
The guide was launched in the FITUR have identified five super priority sustainable accommodation
2023. With these initiatives, Malaga destinations, including Lombok options.
demonstrates its commitment to and Lake Toba, where efforts
welcoming and accommodating Muslim are being intensified to develop Japan also emphasizes cultural
travelers. Muslim-friendly infrastructure and preservation, promoting traditional
services. practices and supporting local
It also worth noting that Singapore artisans.
Tourism Board and New York City Tourism These efforts demonstrate
in collaboration with Crescentrating & Indonesia’s commitment to Through education and awareness
HalalTrip also launched Halal Travel guides creating a welcoming environment campaigns, the country encourages
in 2021 and 2022 respectively. for Muslim travelers and promoting responsible tourism practices
awareness among stakeholders and aims to create a sustainable
about the needs of Muslim visitors. future for both visitors and the
environment.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

Muslim Women Friendly

09 Destinations

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M W O M E N - F R I E N D LY D E S T I N AT I O N S

Muslim Women Friendly Destinations

This year’s Global Muslim Travel Index (GMTI) has a new addition: it now
identifies the top Muslim Women Friendly destinations. This is to emphasize
the significance of providing a travel environment that caters to Muslim
women travelers’ specific needs and preferences. • Visa requirements
Muslim women make up a substantial portion of the global Muslim travel • Connectivity
market and have specific needs and concerns. According to Mastercard- • Transport
CrescentRating Muslim Women in Travel (MWIT) 2019 report, over 45% of Infrastructure
Muslim travelers were women. It indicated that the Muslim women travelers
exert considerable influence in trip planning regardless of the group setting
they are in. • Core Needs ACCESS
(Halal Food & (10%)
Muslim women travelers are most influential in making travel decisions Prayer Facilities)

SERVICES
when their journeys involve their family and spouse. In this environment - as

(40%)

COMMUNICATIONS
• Core Services
daughters, mothers or spouses in the family - they display almost twice as
(Hotels & Airports) GMTI • Destination
much influence in trip planning compared to when traveling with others. Marketing
Solo and women group travel was also a growth sector pre-COVID and this is • Heritage
ACES

(20%)
• Communication
expected to continue as travel restarts. Experiences and Model Proficiency
Attractions
Therefore, the GMTI recognizes the significance of creating a Muslim Women • Stakeholder
Friendly destination category to ensure this group’s hospitable and inclusive ENVIRONMENT Awareness
travel experience. (30%)
In determining the overall experience of Muslim women travelers, factors like,
faith restrictions, general safety, sustainability, and other relevant indicators • Sustainability
are considered within the Environment criteria of the ACES model. • Visitor Arrivals
• Faith Restrictions
Destinations can provide better services by taking into account the specific
• Safety
needs of Muslim women travelers. This includes ensuring safety and security,
• Enabling Climate
offering suitable prayer facilities, and accommodating cultural sensitivities.

In embracing the diversity and needs of Muslim women travelers, destinations

have the opportunity to tap into a growing market segment and establish
themselves as leaders in providing exceptional experiences for this valuable
group of travelers.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M W O M E N - F R I E N D LY D E S T I N AT I O N S

Muslim Women Friendly Destinations - Top 10 non-OIC Destinations

Singapore leads the list of Muslim Women-friendly destinations in the non-OIC
category.. Singapore’s position at the top demonstrates a good balance between Rank Destination Score
Muslim-friendly environment, safety, sustainability, and a lack of faith-based
restrictions. 1 Singapore 84

Asian nations—Taiwan, Japan, South Korea, Hong Kong, and Vietnam—are 2 Taiwan 82
prevalent in the top 10, signifying their robust understanding of the requirements
of Muslim female travelers, coupled with high general safety and sustainability 3 Japan 81
standards.
4 South Korea 79
Meanwhile, Europe is well-represented by Portugal, Andorra, and the
United Kingdom. Despite having relatively lower GMTI scores than their Asian 5 Hong Kong 76
counterparts, their strong commitment to sustainable tourism and high safety
measures secured their spots. Finally, Mauritius, the sole representative of Africa, 5 Mauritius 76
showcases the island’s environment, which accommodates Muslim practices and its
significant safety standards.
5 Portugal 76

It’s worth mentioning that countries like Japan, South Korea, and Portugal 8 Vietnam 75
scored high in sustainability, indicating their commitment to responsible
tourism. Lastly, despite a lower general safety score, the UK maintained its top 10 8 Andorra 75
standing, bolstered by its high GMTI score. This analysis encapsulates how these
10 UK 74
non-OIC destinations have successfully fostered welcoming, safe, and respectful
environments for Muslim women travelers.

In future editions of GMTI, the list will be expanded to cover the ranking of more
destinations.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M W O M E N - F R I E N D LY D E S T I N AT I O N S

Muslim Women Friendly Destinations - Top 10 OIC Destinations

Malaysia is leading the Muslim Women-friendly destination, underscoring its
well-rounded appeal to Muslim women in terms of safety, no faith restrictions, and Rank Destination Score
sustainable socio-economic practices. Following closely behind is Indonesia, which
mirrors Malaysia’s score almost identically, signifying its comprehensive efforts to 1 Malaysia 87
create a Muslim women-friendly environment.
2 Indonesia 86
Qatar ranks third, offering high general safety levels and no faith restrictions.
Saudi Arabia and the United Arab Emirates (UAE) round out the top five, providing 2 Qatar 86
secure environments with complete faith compatibility.
4 Saudi Arabia 85
Destinations such as Brunei, Kuwait, Bahrain, Oman, and Jordan highlight the
range of choices available to Muslim women travelers within the OIC. Despite 5 Brunei 84
slightly lower overall scores than the top five, they offer strong safety and faith-
based offerings. 5 Kuwait 84

This illustrates the evolving landscape of Muslim women traveling in the OIC 5 UAE 84
destinations and the growing recognition of their distinct needs and preferences.
8 Bahrain 82
While each destination has its unique allure, they all have shown a comfortable,
secure, and faith-friendly environment for Muslim women travelers. In addition, 8 Oman 82
the high levels of general safety and absence of faith restrictions across the board
indicate respect for and understanding of faith practices and culture, which is 10 Jordan 81
crucial in a Muslim-friendly destination.

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M W O M E N - F R I E N D LY D E S T I N AT I O N S

Understanding the Pain Points of Muslim Women Travelers

MWIT P.A.I.N.S MODEL
The P.A.I.N.S - Privacy, Amenities, Identity, Networks & Safety - model identified
in the Mastercard-CrescentRating Muslim Women in Travel (MWIT) 2019 report
pinpoint unique concerns that stakeholders should address.

Privacy/modesty is a considerable concern for Muslim women, leading them

to avoid facilities that have dress code restrictions or do not provide adequate
privacy. PRIVACY
MWIT further prefer amenities that take into account their needs, such as
women-only prayer places, child-friendly services, etc.

In addition, the identity of being a Muslim woman brings with it a bias that
MWITS possibly have to overcome in destinations or facilities.

On the part of networking, there exists a void in information that is available

for MWIT to be able to connect with local communities that have shared
interests.

Safety is another significant concern since identifying as a Muslim can attract NETWORKS IDENTITY AMENITIES
hate crimes in some places.

SAFETY

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 M U S L I M W O M E N - F R I E N D LY D E S T I N AT I O N S

MWIT Affinity Impact Model

The MWIT Affinity Model proposed in the Mastercard-CrescentRating Muslim Women in Travel
(MWIT) 2019 report, summarizes how an in-depth understanding of Muslim women travelers can
lead to positive impact for the travel industry.

By understanding their profiles and facilitating their trip planning behaviors, as well as
alleviating the P.A.I.N.S they face, they can be further activated to explore the world, empathize
with social issues and energize those around them.

These triple Es are the conduit to unlocking new niche markets for the travel industry and
ultimately create a more diverse and holistic travel ecosystem.

STAGE - 1 STAGE - 2 STAGE - 3

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

GMTI 2023 Performance

10 Matrix

52
Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I P E R F O R M A N C E M AT R I X ( G P M )

GMTI Performance Matrix (GPM)

The GMTI Performance Matrix (GPM) is a Low GMTI Scores High
strategic analytical tool designed to evaluate 50
destinations’ performance and potential in the High
Muslim travel market. By incorporating the
Global Muslim Travel Index (GMTI) scores and
the percentage of Muslim visitors to overall
visitors, the GPM provides a overview of
destinations’ ability to cater to Muslim travelers
and their success in attracting this growing
market segment. Emerging Trailblazers
Destinations
The GPM is divided into four quadrants,
each representing a combination of GMTI
scores and Muslim visitor ratios. This matrix
enables destinations to identify their current
positioning in the Muslim travel market and to % of
develop targeted strategies for improvement Muslim 12%
and growth. The GPM also highlights best visitor
practices and areas of opportunity for countries
at various stages of catering to the Muslim
arrivals
travel market.

The mid-point for the GMTI Scores axis is 50,

indicating the average scores for GMTI. On the
other hand, the mid-point of the percentage Untapped Potential
of Muslim visitor arrivals is 12%, indicating the Potential Leaders
global Muslim visitor arrivals average.

Low

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Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I P E R F O R M A N C E M AT R I X ( G P M )

GMTI Performance Matrix (GPM) - 2023 Region1

Afric
Score - Muslim arrival percentage Amer
Asia
100
Europ
Senegal Pakistan Ocea
Iran
2022 Muslim Traveler Arrival Percentage

80 Bahrain

2022 Mu
Kyrgyzstan Kuwait
Tajikistan
60 Saudi Arabia 2,0
Uzbekistan
Algeria 4,0
Tunisia 6,0

Jordan 8,0
40 Georgia United Arab Emirates 10,0
Azerbaijan
Guinea-Bissau Lebanon 11,1
Ethiopia Cote d'Ivoire Egypt Qatar Malaysia
Benin Highlight
20 Armenia Bosnia and Herzegovina Oman
India Sudan No items
Chad Turkey
Montenegro Uganda
Cabo Verde France Thailand United Kingdom Indonesia
0

20 25 30 35 40 45 50 55 60 65 70 75

2023 GMTI Score

*size of the circle indicates the total volume of Muslim arrivals.

The Trailblazers quadrant is home to 23 destinations that lead the way in catering The Emerging Destination quadrant contains 23 destinations that are in the early stages
to Muslim travelers. These destinations attracted 67 million Muslim arrivals, of recognizing and addressing the needs of the Muslim traveler market. Despite being
representing about 61% of total global Muslim arrivals in 2023. The Potential nascent in their journey, these destinations drew in around 15 million Muslim arrivals,
Leaders quadrant includes six destinations showing promise with their progressive accounting for 14% of total global Muslim arrivals. Lastly, the Untapped Opportunities
offerings and services. These destinations welcomed approximately 4.5 million quadrant comprises 85 destinations. Even though these destinations are under-utilized in
Muslim arrivals, making up 4% of global Muslim arrivals. terms of their potential to attract Muslim travelers, they still attracted around 25 million
Muslim arrivals, representing approximately 23% of global Muslim arrivals.

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 130

Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I P E R F O R M A N C E M AT R I X ( G P M )

120

GPM - Trailblazers 110

“Trailblazers” (GMTI scores above 50,100more than 12% of Muslim arrivals):

These destinations have high GMTI scores, indicating their strong
commitment to Muslim-friendly services and facilities. Moreover, they Pakis t an
also have a high percentage of Muslim arrivals compared to overall
90
arrivals, suggesting that their efforts are well-received by the Muslim
Iran
traveler community. They lead the way in catering to Muslim travel
needs and serve as benchmarks for other destinations. B ahr ain
80
This year there are 23 destinations that are in this quadrant.
Total Muslim arrivals to these destination was around 67 Million,
representing around 61% of the total global Muslim arrivals.
2022 M us lim Tr aveler Ar r ival Per cent age

70
Kuwait
They can be classified in 3 groups: Kyr gyzs t an
S audi Ar abia
Saudi Arabia, Türkiye & UAE: Muslim arrivals not only represent high Kazakhs t an Uzbekis t an
60a high volume of Muslim arrivals.
percentage, but the they also attract
Alger ia
Bahrain, Egypt, Iran, Kazakhstan, Kyrgyzstan, Kuwait, Pakistan, Tunisia,
& Uzbekistan: They have lower volume of Muslim compared to the first Tunis ia
50
group of destinations.

Algeria, Azerbaijan, Brunei, Indonesia, Jordan, Lebanon, Malaysia, J or dan

Oman, Qatar, Singapore & Sudan: Although
40 the share of Muslim arrivals Unit ed Ar ab E mir at es
to these destinations are high, the volume of Muslim arrivals are lower.
Azer baijan
These destination have a huge potential to grow the volume of Muslim Lebanon
arrivals.
30
E gypt
Overall, for these destinations to maintain their position in this
Qat ar
quadrant, they need to work on curating and enhancing their unique
B r unei Dar us s alam
and meaningful services. 20 S udan Oman
Tur key M alays ia
S ingapor e
Indones ia

10

55
-10
Mastercard-CrescentRating
14 | Global Muslim Travel Index 2023 G M T I P E R F O R M A N C E M AT R I X ( G P M )

GPM - Potential Leaders 13

The “Potential Leaders”

12 quadrant (GMTI above 50, less than 12%
of Muslim arrivals) represents destinations with high GMTI scores
but relatively low Muslim arrivals compared to overall arrivals.
These destinations, including the UK, Thailand, Morocco, Maldives,
Bangladesh, and Taiwan,
11 collectively welcomed around 4.5 million
Muslim travelers, accounting for 4% of global Muslim arrivals.
2022 Muslim Traveler Arrival Percentage

To fully leverage their potential, these destinations should focus on

raising stakeholder 10
awareness and enhancing destination marketing Thailand

efforts. By promoting their Muslim-friendly services, such as halal food Bangladesh

options, prayer facilities, and accommodations catering to specific Maldives

needs, they can better attract and cater to the Muslim travel market.
Collaborating with local
9 stakeholders, including businesses, local
communities and travel agencies is crucial for a cohesive approach in
providing Muslim-friendly services.

Investing in destination
8 marketing is also important to raise
awareness among Muslim travelers. This can be achieved through
social media campaigns, partnerships with influential Muslim travel
bloggers, and participation in Muslim travel events. Showcasing
sustainability initiatives,
7 cultural preservation, and unique aspects
of each destination can further appeal to Muslim travelers seeking
responsible and authentic experiences.
Morocco
By embracing these
6 strategies and proactively engaging with United Kingdom
the Muslim travel market, the Potential Leader destinations have the Taiwan
opportunity to transition to the “Trailblazer” quadrant.

56
 2,196
500,000
1,000,000
Mastercard-CrescentRating | Global Muslim Travel Index 2023 GMTI PERFORM A N C E M AT R I X ( G P M )
1,500,000
2,000,000
2,359,770

GPM - Emerging Destinations Quadr ant

Q3 - Oppor t unit y f or Impr ovement

The “Emerging Destinations” quadrant (GMTI scores below 50, High %

of Muslim arrivals) comprises destinations with a high percentage of
Muslim arrivals but lower GMTI scores, indicating a need for improved
Muslim-friendly services. Examples include Armenia, Benin, Bosnia
and Herzegovina, Bulgaria, Burkina Faso, Cameroon, Chad, Cote
d’Ivoire, Ethiopia, Georgia, Ghana, Guinea-Bissau, India, Nigeria, North
S enegal
Macedonia, Mali, Montenegro, Senegal, Serbia, Sierre Leone, Sri Lanka,
Tajikistan, and Togo. These destinations welcomed around 15 million
Muslim travelers, representing approximately 14% of global Muslim
arrivals.

To enhance their appeal, these destinations can focus on

developing halal travel products and services for families, offering
diverse halal food options, dedicated prayer facilities, family-friendly
Tajikis t an accommodations, and cultural activities. Collaboration with local
communities and stakeholders is crucial for successful implementation.

By investing in Muslim-friendly services and robust marketing

campaigns, these destinations have the opportunity to attract a
larger share of the Muslim travel market and establish themselves as
destinations for authentic experiences.

Geor gia
Niger ia

Guinea-B is s au
B ur kina Fas o
Nor t h M acedonia
E t hiopia
Cot e d' Ivoir e B os nia and Her zegovina
B ulgar ia
Ar menia M ali
India Camer oon S ier r a Leone
Ghana S r i Lanka
S er bia

57
 Q4 - E mer ging M ar ket s

Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I P E R F O R M A N C E M AT R I X ( G P M )

GPM - Untapped Opportunities

Kenya The “Untapped Opportunities” quadrant (GMTI scores below 50,
Gr eece Muslim arrivals percentage below 12%) comprises destinations with
low GMTI scores and a low percentage of Muslim arrivals. Despite this,
they hold untapped potential. By enhancing Muslim-friendly services,
facilities, and targeted marketing to the Muslim travel segment, these
S ur iname destinations can tap into the growing market and increase visitor
Zambia numbers.
Nepal
Uganda Tanzania This year, there are 85 destinations in this quadrant. Total Muslim
M alawi arrivals to these destinations reached around 25 million, representing
R omania M aur it ius
approximately 23% of global Muslim arrivals.
Aus t r alia
Destinations categorized as “Untapped Opportunities” have the
Cypr us S wit zer land potential to attract more Muslim travelers by enhancing their Muslim-
S weden B elgium
friendly services and implementing targeted marketing strategies.
Fr ance
S lovenia Finland Gambia
By improving halal offerings such as dining, prayer facilities,
Czechia Aus t r ia Net her lands S out h Kor ea S pain
and accommodations, these destinations can tap into the growing
Zimbabwe
Muslim travel market. With strategic destination marketing campaigns
Denmar k Cambodia Cr oat ia It aly Ger many highlighting their attractions and commitment to inclusivity, they
can boost their visitor numbers and drive economic growth. Seizing
Iceland New Zealand
these opportunities will position them as welcoming and desirable
S lovakia
E s t onia
Ir eland S out h Af r ica destinations for Muslim travelers.
Cuba Fiji Unit ed S t at es of Amer ica
Poland
Hong Kong
Lat via
Canada
B ot s wana B r azil

Cos t a R ica Dominican R epublic

Per u Ar uba
Hondur as
Chile
Nicar agua Guam

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Mastercard-CrescentRating | Global Muslim Travel Index 2023

11 GMTI 2023 Results Table

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S TA B L E

GMTI 2023 Results Table

GMTI ACCESS (10%) COMMUNICATION (20%) Environment (30%) Services (40%)
2023 2023 Connectivity Visa Transport Communication Destination Stakeholder Enabling General Faith Sustainability Visitor Halal Prayer Airport Heritage and Hotel
Rank Score Requirements Infrastructure Proficiency Marketing Awareness Climate Safety Restrictions Arrivals Dining Places Attractions

Albania 43 44 17 78 62 15 18 47 24 92 67 46 7 60 70 33 10 27
Algeria 24 56 19 46 49 71 14 44 17 84 83 41 35 89 100 62 22 26
Andorra 103 31 3 55 82 13 11 4 55 92 100 49 3 20 28 0 10 23
Argentina 119 29 2 64 58 3 16 4 29 84 100 44 1 25 25 0 11 23
Armenia 103 31 56 74 58 24 4 0 27 83 100 42 14 30 28 0 10 5
Aruba 96 32 1 55 78 27 0 0 47 84 100 49 1 20 33 18 10 32
Australia 40 45 11 60 78 63 46 25 47 77 83 53 8 47 30 46 21 32
Austria 74 35 49 55 85 34 16 22 50 62 27 57 15 47 40 9 12 38
Azerbaijan 25 55 69 69 76 16 22 41 21 76 100 50 30 70 93 63 13 37
Bahamas 88 33 2 72 78 58 11 0 44 84 100 44 1 25 28 0 10 23
Bahrain 9 65 32 73 80 71 8 39 28 84 100 39 88 70 100 100 10 44
Bangladesh 26 54 33 56 58 11 13 43 20 84 100 33 6 85 100 89 10 38
Belgium 60 38 42 55 74 28 14 28 47 76 33 58 7 60 50 20 14 27
Benin 63 37 8 66 71 9 1 16 15 84 100 44 17 25 70 33 10 17
Bolivia 133 27 1 76 52 4 1 0 23 76 100 47 1 21 25 0 10 23
Bosnia and Herzegovina 43 44 21 71 46 15 27 34 29 72 67 47 15 55 80 32 14 34
Botswana 115 30 0 81 68 24 0 2 24 84 100 42 1 25 28 0 12 22
Brazil 96 32 6 70 60 2 26 12 33 69 100 58 2 34 25 4 23 23
Brunei 15 62 26 71 69 49 22 32 22 92 100 43 14 90 100 100 10 51
Bulgaria 88 33 30 55 63 9 16 14 40 67 67 51 39 29 30 18 14 25
Burkina Faso 74 35 4 50 44 9 0 32 15 76 100 36 16 25 70 33 10 17
Cabo Verde 133 27 1 76 57 1 1 2 26 84 100 44 4 15 25 0 10 22
Cambodia 74 35 4 70 56 13 23 5 21 84 100 47 4 25 28 39 10 18
Cameroon 60 38 15 42 48 34 1 12 15 76 67 43 11 40 93 33 10 24
Canada 52 41 22 45 78 59 28 31 51 62 67 50 6 47 50 37 21 28
Chad 49 42 15 47 36 21 0 24 24 76 67 31 11 40 70 93 10 32
Chile 103 31 2 62 76 4 3 2 34 84 100 48 1 50 25 0 10 24
China 103 31 50 50 88 1 13 4 55 44 33 68 10 30 28 19 59 29
Colombia 119 29 4 79 61 0 12 3 29 75 100 55 1 21 25 7 10 24
Costa Rica 119 29 2 65 65 5 11 0 29 92 100 50 1 17 25 0 10 23

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S TA B L E

GMTI 2023 Results Table

GMTI ACCESS (10%) COMMUNICATION (20%) Environment (30%) Services (40%)
2023 2023 Connectivity Visa Transport Communication Destination Stakeholder Enabling General Faith Sustainability Visitor Halal Prayer Airport Heritage and Hotel
Rank Score Requirements Infrastructure Proficiency Marketing Awareness Climate Safety Restrictions Arrivals Dining Places Attractions

Cote d'Ivoire 55 39 7 62 63 15 1 17 18 84 100 46 19 40 60 33 10 22

Croatia 63 37 15 56 71 32 31 12 36 82 100 57 14 35 25 6 10 41
Cuba 119 29 5 50 69 4 13 0 30 84 100 54 2 27 25 0 10 23
Cyprus 69 36 18 55 68 32 12 17 46 82 100 51 7 40 48 0 10 23
Czechia 81 34 32 55 71 8 14 7 43 76 100 53 7 25 25 29 15 24
Denmark 119 29 28 55 84 37 15 18 56 41 33 56 12 35 30 9 10 23
Dominican Republic 88 33 3 69 69 1 13 0 23 84 100 46 2 25 25 33 10 23
Ecuador 103 31 1 93 69 18 1 0 20 84 100 51 1 22 25 11 10 23
Egypt 9 65 41 70 81 89 27 45 23 84 100 37 57 85 100 74 39 39
El Salvador 133 27 1 79 61 4 0 0 20 83 100 41 0 20 25 0 10 23
Estonia 96 32 10 55 70 29 11 1 50 78 77 56 3 19 25 28 10 23
Eswatini (formerly Swaziland) 129 28 0 65 57 18 1 0 19 84 100 43 3 25 30 0 10 15
Ethiopia 81 34 32 65 67 1 15 17 16 53 100 44 14 30 30 43 10 25
Fiji 63 37 1 67 54 19 17 12 21 85 100 46 2 35 48 30 10 17
Finland 81 34 19 55 84 31 15 11 57 74 67 56 5 25 25 33 10 23
France 43 44 55 55 85 26 14 28 55 49 50 61 35 55 50 46 52 37
Gambia 40 45 5 81 55 1 3 40 23 92 100 39 4 50 100 33 10 30
Georgia 43 44 64 89 73 19 14 15 28 74 100 49 57 35 50 33 10 26
Germany 36 46 51 55 77 29 24 28 57 62 67 56 21 55 50 53 48 35
Ghana 74 35 14 46 57 44 5 13 21 79 100 43 24 30 30 33 10 22
Greece 74 35 48 55 73 21 14 18 35 65 67 47 49 20 35 13 18 29
Guam 81 34 1 48 60 61 1 0 24 84 100 50 0 25 30 33 10 23
Guatemala 115 30 1 76 49 4 11 0 18 84 100 46 1 18 25 17 10 23
Guinea-Bissau 63 37 0 72 48 1 0 24 21 84 100 45 17 44 50 33 10 22
Honduras 137 26 1 73 53 4 0 0 17 84 100 44 1 20 25 0 10 0
Hong Kong 30 50 18 86 98 30 50 8 52 92 83 46 2 55 30 80 10 37
Hungary 103 31 28 55 71 8 14 5 40 57 100 50 20 20 28 20 10 23
Iceland 88 33 6 55 71 1 16 2 50 96 73 59 4 15 25 33 10 22
India 69 36 44 51 62 14 15 28 37 19 50 39 25 43 50 48 51 45
Indonesia 1 73 30 89 78 44 70 80 28 92 100 45 19 95 100 100 30 65

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S TA B L E

GMTI 2023 Results Table

GMTI ACCESS (10%) COMMUNICATION (20%) Environment (30%) Services (40%)
2023 2023 Connectivity Visa Transport Communication Destination Stakeholder Enabling General Faith Sustainability Visitor Halal Prayer Airport Heritage and Hotel
Rank Score Requirements Infrastructure Proficiency Marketing Awareness Climate Safety Restrictions Arrivals Dining Places Attractions

Iran 7 66 65 73 76 28 21 44 33 76 100 47 84 85 100 93 48 35

Ireland 49 42 22 56 74 67 19 13 49 72 100 55 5 30 50 53 10 29
Italy 52 41 43 55 70 8 22 28 46 67 67 64 35 33 25 38 62 38
Jamaica 88 33 3 62 69 67 12 1 28 84 100 45 1 30 30 0 10 23
Japan 32 48 20 62 96 8 49 21 54 92 100 65 4 40 25 67 32 46
Jordan 7 66 75 83 72 95 22 41 27 84 100 42 56 80 100 81 27 38
Kazakhstan 20 58 50 87 61 26 17 35 25 84 83 45 76 81 90 60 16 30
Kenya 49 42 24 69 67 10 19 14 23 78 100 49 10 40 60 47 12 26
Kuwait 11 64 81 68 61 70 7 34 29 92 100 35 68 80 100 93 10 46
Kyrgyzstan 20 58 40 89 48 12 15 41 21 84 100 45 100 75 93 50 14 28
Laos 129 28 4 67 56 12 12 0 17 83 100 43 2 21 25 0 10 16
Latvia 103 31 18 55 70 36 11 1 37 82 43 52 2 25 28 27 10 23
Lebanon 19 59 34 78 48 91 15 33 25 68 100 42 32 70 100 93 10 34
Lesotho 133 27 0 68 40 17 0 0 22 84 100 39 2 15 28 0 10 22
Lithuania 96 32 11 55 73 26 11 1 37 85 100 50 4 25 28 9 10 23
Luxembourg 88 33 27 55 88 68 1 5 50 81 100 49 4 25 25 0 10 22
Malawi 96 32 0 61 46 1 1 12 23 84 100 45 5 40 50 0 10 22
Malaysia 1 73 52 95 77 66 54 66 39 92 100 44 33 95 100 100 10 77
Maldives 23 57 25 72 57 55 21 40 25 84 100 44 8 84 100 67 10 45
Mali 47 43 12 53 50 8 4 41 14 76 100 39 12 64 93 33 20 23
Malta 69 36 9 55 66 61 18 1 49 81 100 48 4 35 30 17 10 23
Mauritius 55 39 14 87 70 10 14 12 34 92 100 45 5 38 50 27 10 27
Mexico 103 31 7 58 61 6 15 8 31 75 100 51 9 30 25 0 32 23
Mongolia 88 33 7 59 50 1 15 4 28 92 100 45 3 30 50 0 10 21
Montenegro 96 32 12 68 58 1 12 16 30 84 100 49 10 30 30 0 10 22
Morocco 17 60 30 85 65 62 22 49 29 84 67 45 13 77 100 87 28 61
Mozambique 69 36 2 69 57 11 1 12 15 84 100 45 3 40 50 33 10 27
Namibia 129 28 3 67 71 9 12 0 21 84 100 41 1 15 28 0 10 22
Nepal 115 30 34 71 50 23 12 13 18 67 100 44 6 25 25 0 10 22
Netherlands 55 39 44 55 95 28 17 28 58 67 67 51 15 49 50 14 12 26

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 Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S TA B L E

GMTI 2023 Results Table

GMTI ACCESS (10%) COMMUNICATION (20%) Environment (30%) Services (40%)
2023 2023 Connectivity Visa Transport Communication Destination Stakeholder Enabling General Faith Sustainability Visitor Halal Prayer Airport Heritage and Hotel
Rank Score Requirements Infrastructure Proficiency Marketing Awareness Climate Safety Restrictions Arrivals Dining Places Attractions

New Zealand 60 38 4 51 72 65 40 11 47 70 83 57 3 52 25 17 10 24
Nicaragua 129 28 1 84 59 18 0 0 18 84 100 46 0 20 25 0 10 23
Nigeria 34 47 22 56 46 58 25 35 17 76 100 41 29 55 60 50 10 32
North Macedonia (formerly 74 35 11 62 56 1 11 24 29 82 83 46 16 40 50 13 10 17
Macedonia)
Norway 103 31 18 55 74 60 17 20 49 62 60 59 7 25 30 0 10 23
Oman 13 63 82 76 79 71 20 41 27 84 100 42 19 80 100 100 10 47
Pakistan 17 60 43 62 63 51 20 47 23 76 100 27 22 90 100 93 23 36
Panama 119 29 3 75 76 7 2 2 26 84 100 47 1 25 25 0 10 23
Paraguay 137 26 1 60 46 4 2 0 23 84 100 51 0 20 25 0 10 10
Peru 119 29 1 63 56 4 12 1 29 84 100 49 1 24 25 0 12 24
Philippines 36 46 21 85 53 39 47 34 31 77 100 42 4 47 50 40 10 32
Poland 96 32 37 55 70 16 14 16 38 56 100 52 6 25 25 22 17 23
Portugal 69 36 13 55 80 17 14 12 42 89 100 64 13 30 25 20 16 29
Puerto Rico 115 30 1 44 80 31 13 1 37 84 100 49 2 25 28 0 10 23
Qatar 6 69 91 89 83 70 28 56 33 92 100 39 27 90 100 100 12 53
Romania 103 31 25 55 58 21 13 5 34 84 100 51 6 25 28 4 10 23
Rwanda 81 34 14 75 72 8 11 4 19 79 100 40 4 40 53 0 10 22
Saudi Arabia 3 72 88 69 80 66 16 55 33 84 100 43 99 95 100 100 17 64
Senegal 32 48 6 69 58 22 5 41 20 84 100 42 7 65 100 53 10 27
Serbia 88 33 20 75 64 32 12 15 32 79 100 47 12 35 25 0 10 10
Sierra Leone 34 47 3 71 44 57 1 32 20 84 100 41 10 60 80 60 10 24
Singapore 11 64 35 81 99 62 53 43 57 92 100 47 23 90 70 87 10 35
Slovakia 119 29 6 56 59 9 11 2 34 74 77 50 2 25 25 20 10 23
Slovenia 103 31 14 56 64 45 3 6 41 89 67 56 6 30 25 0 10 23
South Africa 36 46 13 78 68 20 28 18 30 64 100 38 5 60 60 67 15 34
South Korea 47 43 26 68 92 11 44 5 58 89 100 62 5 42 25 43 14 34
Spain 36 46 38 55 82 7 51 20 45 70 50 62 54 50 25 33 66 39
Sri Lanka 55 39 31 60 64 41 20 13 24 51 67 45 8 51 70 31 13 42
Sudan 26 54 36 55 66 63 2 40 10 76 100 39 15 90 100 60 10 41

63
 Mastercard-CrescentRating | Global Muslim Travel Index 2023 G M T I 2 0 2 3 R E S U LT S TA B L E

GMTI 2023 Results Table

GMTI ACCESS (10%) COMMUNICATION (20%) Environment (30%) Services (40%)
2023 2023 Connectivity Visa Transport Communication Destination Stakeholder Enabling General Faith Sustainability Visitor Halal Prayer Airport Heritage and Hotel
Rank Score Requirements Infrastructure Proficiency Marketing Awareness Climate Safety Restrictions Arrivals Dining Places Attractions

Suriname 81 34 0 65 48 58 2 12 27 84 100 43 2 24 25 33 10 32
Sweden 81 34 19 55 81 38 19 26 62 65 73 59 9 32 25 9 14 21
Switzerland 55 39 51 55 94 46 20 28 65 51 33 54 13 55 50 30 12 29
Taiwan 28 53 15 59 83 25 76 20 30 91 100 42 4 60 50 63 10 65
Tajikistan 30 50 26 82 62 20 4 40 19 84 33 44 48 70 95 60 12 34
Tanzania 52 41 22 68 67 18 11 16 19 83 100 46 7 60 60 17 12 33
Thailand 29 52 45 79 70 18 45 34 35 71 100 47 21 55 50 87 10 47
Togo 74 35 4 72 48 10 0 12 15 84 100 44 15 25 50 33 10 22
Tunisia 15 62 33 80 49 90 22 41 28 84 83 44 76 80 100 57 24 35
Türkiye 5 70 72 81 79 23 30 58 38 76 100 57 72 80 100 100 53 59
Uganda 63 37 15 67 67 3 4 12 16 84 100 44 6 25 50 53 10 20
United Arab Emirates (UAE) 4 71 93 77 90 84 21 40 42 84 100 43 85 80 100 100 10 67
United Kingdom (UK) 20 58 44 58 76 67 31 43 60 63 100 59 51 70 70 61 38 46
United States of America 40 45 22 44 86 64 50 25 62 43 100 51 23 55 35 37 31 30
(USA)
Uruguay 119 29 0 58 70 14 1 0 29 92 100 50 1 19 28 0 10 23
Uzbekistan 13 63 44 80 71 21 32 53 25 84 100 39 82 75 90 80 27 34
Vietnam 63 37 14 60 66 34 24 5 34 92 100 46 5 30 28 26 10 31
Zambia 119 29 6 67 57 8 0 2 16 84 100 47 7 20 25 13 10 22
Zimbabwe 103 31 0 69 57 55 0 4 18 84 100 46 4 30 28 0 10 15

64
Mastercard-CrescentRating | Global Muslim Travel Index 2023

12 Technical Notes

65
Mastercard-CrescentRating | Global Muslim Travel Index 2023

Technical Notes and Methodology

Data collection and sources
The data used in the Global Muslim Travel Index (GMTI) is derived in several ways:
• Extensive research carried out by CrescentRating’s dedicated team. They collate information from multiple sources.
• Data from Crescentrating’s CR MAPS data platform.
• Data from CrescentRating and HalalTrip’s existing studies.
• CrescentRating’s data extraction models are employed to derive specific insights from the collected data.
• Small number of data sets based on trusted third-party indices. They include United Nations (UN), World Bank, United Nations World Tourism Organization (UNWTO), United Nations Educational, Scientific and Cultural
Organization (UNESCO), World Economic Forum (WEF), Our World in Data, Vision of Humanity, Global Innovation Index, and IQ Air.

Data Utilization and Projections

GMTI primarily utilizes data from the current year, in this case, 2023. However, due to the unavailability of certain datasets, it is occasionally resorted to using data from the most recent previous years.
In instances where specific data for a destination is not available, a two-pronged approach is adopted to maintain the comprehensiveness and reliability of the index. Firstly, projections based on the destination’s past data
trends is used. This method leverages historical data patterns to estimate current figures, providing a calculated and informed estimate.
Alternatively, a similar destination’s data is used as a proxy. This approach is employed when there are strong similarities in cultural, economic, or travel patterns between the two destinations, and one can reasonably
represent the other.

Data Normalization Techniques

GMTI utilizes two primary normalization techniques to ensure that the data is comparable and standardized across diverse variables: Clipping Normalization and Linear Normalization.
Clipping Normalization is a technique where a maximum (and possibly minimum) value for a data set is defined, and these defined maxima and minima are assigned to any outlier data points that fall beyond these set
boundaries. This method is used when dealing with data that contains extreme values or outliers that might distort the overall analysis. By ‘clipping’ these outliers to a predetermined maximum or minimum, it is ensured that
they don’t disproportionately influence the results.
Linear Normalization, on the other hand, transforms all data points to fall within a predefined range. This process maintains the original distribution of the data while ensuring all values are within a comparable range. This
normalization technique is particularly used when combining data of different units, scales, or magnitudes, as it brings them all to a uniform scale without losing their original relational differences.

Calculating GMTI Scores

The calculation of scores for each destination follows a three-step process that is embedded within the ACES Framework.
The Two-Tiered Approach: Each of the four main categories - Access, Communication, Environment, and Services, comprises two distinct tiers of data. This structured approach ensures that every critical aspect within each
category is duly considered.
Weighted Average Calculations for Subcategories: The individual scores for each subcategory are computed based on a weighted average of the number of data sets contained within that subcategory. This process ensures
that each element within the subcategory influences the final score, in proportion to its relevance and importance.
Overall GMTI Score Determination: The comprehensive score for each destination, is determined by calculating the weighted average of the four main categories. This finalb score offers a robust and fair representation of the
destination’s Muslim-friendliness based on access, communication, environment, and services.

66
RESEARCH TEAM

Fazal Bahardeen
CEO
CrescentRating & HalalTrip

Tawfiq Ikhtianto
Research Analyst
CrescentRating

Yusrah Khalil
Research Analyst
CrescentRating

Denny Andriana
Data Analyst
CrescentRating
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Most Accessible Destination of The Year (by Air) HalalTrip Travelers Choice Awards
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Muslim-friendly Service Provider Awards Islamic Heritage Destination of The Year
Halal Travel Marketing Campaign of The Year
Muslim-friendly Hotel Chain of The Year Muslim Women-friendly Destination of Year
Muslim-friendly Hotel of The Year Muslim Gen Z Destination of Year
Muslim-friendly Beach Resort of The Year Muslim Millennial Destination of The Year
Muslim-friendly Convention & Exhibition Centre of The Year Muslim Gen Z Destination of Year
Muslim-friendly Airport of The Year
Muslim-friendly Cruise Line of The Year
Muslim-friendly Attraction of The Year
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CONFIDENTIALITY, DISCLAIMER
AND CONTACTS
Any exploitation and usage which is not explicitly allowed by copyright
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Mastercard-CrescentRating | Global Muslim Travel Index 2023

Mastercard-CrescentRating

GLOBAL MUSLIM
TRAVEL INDEX
2023
#GMTI2023 June 2023
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