Malaysia dedicates entire September to “Muslim Friendly” tourism

Malaysia dedicates the entire month of September to tourism aimed at Muslim travelers. From September 1 to 30, 2026, the fifth edition of Islamic Tourism Month brings together hotels, restaurants, spas, travel agencies, cultural places and activities offering “Muslim Friendly” services on the same national platform.

Behind this initiative, there is above all a global market which continues to grow. According to Mastercard and Crescent Rating, the number of international Muslim travelers is estimated at 186 million in 2025. It is expected to reach 245 million in 2030, with tourism spending potentially accounting for around 235 billion dollars.

Malaysia very early on decided to structure its offer around this market: halal catering, places of prayer, adapted accommodation, specialized agencies, family activities and even certification of establishments. A strategy that is bearing fruit. The country already welcomes more than 4 million Muslim tourists and has just been ranked, in 2026, as the top “Muslim Friendly” destination among the countries of the Organization of Islamic Cooperation for the eleventh consecutive year by the Global Muslim Travel Index.

The 2025 edition of Islamic Tourism Month brought together 160 partners and generated 2.65 million ringgit in sales, or approximately 540,000 euros. His TikTok campaign also had 1.7 million views. With this new edition, Malaysia therefore confirms an assumed choice: to consider Muslim tourism not as a niche, but as a real economic sector.

And with nearly a quarter of a billion Muslim travelers expected around the world by 2030, the figures seem to prove him right.