ABSTRACT
The unique requirement of Muslim travellers fundamentally relates to halal food, a friendly family environment, gender-related nuances, prayer needs and leisure activities accepted within the Islamic norms. Many of these issues are, however, not inconsistent with demands made by the non-Muslim markets, and indeed halal food can meet the dietary requirements of many regarding assurances as to quality and freshness. This chapter discusses (a) The Islamic World and the Muslim consumers’ beliefs, practices and consumption pattern; (b) Halal regulation and certification; (c) The Muslim consumers’ expenditure pattern; (d) Halal tourism: definition and development; and (e) Halal tourism: opportunities and challenges. So, what is in it for me? The answer is an access to a growing market segment of economic importance. Halal tourism presents an opportunity to engage with more people to learn about their stories and ways of seeing the world. It offers a way to introduce an added variety to the cuisine that is offered in the restaurants. From a purely commercial perspective, like any market segment, halal tourism appeals to consumers with distinct tastes. In certain cases those tastes are congruent with some markets and incompatible with others. These types of marketing strategies are well recognised in other spheres of the tourism industry, and the industry has proven many times that it can develop means based on branding, spatial and temporal zoning and promotional messaging to cater for many different market niches. It is just that the halal market is larger than many others.
