The global halal tourism sector is witnessing remarkable progress as non-Muslim-majority destinations enhance their offerings for Muslim travelers. Hong Kong emerged as a standout performer at the 2025 Halal in Travel (HIT) Awards, securing the title of Most Promising Muslim-friendly Destination alongside multiple accolades for its hospitality sector. Organized by CrescentRating and HalalTrip, the event highlights the growing commitment to inclusivity in travel experiences worldwide.
Hong Kong’s tourism industry dominated the awards, with several key players receiving recognition. The Kowloon Shangri-La and The Mira Hong Kong were both honored as Muslim-friendly Hotels of the Year, while the Hong Kong Convention and Exhibition Centre and Ngong Ping 360 won in their respective categories. Additionally, the Islamic Community Fund of Hong Kong was celebrated for its contributions to halal dining. Malaysia’s Mohd Chan Group also earned praise as the Muslim-friendly Restaurant Chain of the Year.
Beyond Hong Kong, other destinations made significant strides in catering to Muslim travelers. Switzerland Tourism won the Halal Travel Marketing Campaign of the Year for its collaboration with Indonesian scarf brand Buttonscarves. Meanwhile, Taipei City was named Muslim Women Friendly City Destination of the Year, building on its previous recognition in 2023. The Philippines also gained attention, with Tourism Undersecretary Myra Paz Valderrosa-Abubakar named Halal Travel Personality of the Year, reflecting the country’s rising appeal among Muslim visitors.
The awards underscore a broader trend of non-OIC destinations actively embracing halal tourism. With initiatives like Hong Kong’s Jelajah Hong Kong campaign and the Philippines’ steady climb in the Global Muslim Travel Index, the industry is evolving to meet the needs of Muslim travelers. As more destinations invest in halal-friendly services, the future of inclusive tourism looks increasingly promising.