In a remarkable feat, Thailand has secured its position as a top destination for Muslim travellers, ranking fifth among non-OIC (Non-Organization of Islamic Cooperation) countries in the prestigious Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024. This achievement underscores Thailand’s dedicated efforts to enhance its appeal to the global Muslim tourism market, a sector experiencing robust growth and diversification.
The latest GMTI 2024 report highlights Thailand’s strong performance, boasting a GMTI score 52. This places Thailand just 14 points behind the top-ranked Singapore and two points below fourth-ranked Hong Kong among non-OIC destinations. The country’s commitment to improving the travel experience for Muslim tourists is evident through its strategic initiatives, including increasing the availability of halal food options and integrating Muslim-friendly amenities such as prayer rooms at popular tourist sites.
Piroon Rojanakamolsan, Vice President and Financial Institution Lead for Thailand at Mastercard praised the nation’s consistently high rankings, stating, “Thailand has established itself as a prime destination for Muslim travellers, consistently securing top spots in the GMTI over the years. Insights from this year’s report present local tourism players and government authorities with the opportunity to refine their services and offerings to better cater to the unique requirements of Muslim tourists.”
Thailand’s Department of Tourism has rolled out a comprehensive five-year plan to transform the country into a “halal hub” in Southeast Asia by 2027. This ambitious plan focuses on expanding the halal industry across various sectors, including food, apparel, services, and tourism. By enhancing these sectors, Thailand aims to attract a more diverse tourist base, particularly from the Middle East, while offering a broader range of halal-compliant products and services.
Mastercard, a key player in facilitating seamless travel experiences, supports this vision by providing advanced payment solutions that enhance the safety, accessibility, and efficiency of travel for Muslim tourists. As digital technologies become increasingly integrated into the travel industry, Thailand is poised to offer more personalized and convenient travel experiences. This includes innovations like apps that locate halal food outlets, provide Qibla directions, and offer prayer timings, all of which cater to the specific needs of Muslim travellers.
The GMTI 2024 report also notes the enduring popularity of Southeast Asia among Muslim tourists, with Malaysia and Indonesia leading the charge among OIC destinations and Singapore taking the lead among non-OIC destinations. Fazal Bahardeen, Founder & CEO of CrescentRating, commented on the positive trend, saying, “It is encouraging to see that destinations across Southeast Asia not only maintained their rankings in this year’s GMTI, but also improved their individual scores. This reflects a broader trend of increased consideration for Muslim travelers, with average scores across the Index rising by 10 percent.”
The forecast for the Muslim travel market is equally promising, with international arrivals expected to reach 168 million this year, surpassing pre-pandemic levels by up to five per cent. This surge underscores the growing prominence of the Muslim travel segment, fueled by demographic and economic expansion and advancements in cultural and halal tourism. The report also highlights the role of technological advancements, including artificial intelligence, in providing more customized and efficient travel experiences for Muslim tourists, ensuring that travel logistics align with faith traditions.
As the GMTI enters its ninth year, its comprehensive analysis of 145 destinations using the ACES framework—focusing on access, communication, environment, and services—continues to evolve. This year, the Index introduced new metrics addressing facilities and services for travellers with disabilities, further broadening its scope to meet the diverse needs of all travellers.
For more detailed insights, download the GMTI 2024 report here.
Written by: Kanda Limw
