Artificial intelligence is rapidly changing the way Muslim travelers research, book and experience their trips, according to the latest Global Muslim Travel Index (GMTI) 2026, released by Mastercard and CrescentRating.
Now in its 11th edition, the annual report evaluates 150 destinations that account for more than 98% of global Muslim visitor arrivals. 2026 findings suggest the industry is entering a new phase where digital visibility is becoming almost as important as physical tourism infrastructure.
Muslim tourism is indeed a growing tourism force. According to data from CrescentRating, international Muslim arrivals reached 196 million in 2025, up 11.3% over 2024. In 2026, total projected arrivals could reach 208 million and represent 262 million by 2030.
The report found that 80% of travelers now use AI tools during the travel planning process, marking a significant shift from traditional online searches toward AI-powered recommendations and personalized itineraries.
For destinations targeting the growing Muslim travel market, simply offering Halal restaurants, prayer facilities and Muslim-friendly accommodations is no longer enough. Those services must also be easy for AI platforms to discover and recommend.
Digital trust becomes a competitive advantage
According to the report, AI-powered travel assistants are increasingly helping travelers locate Halal dining, nearby mosques and prayer rooms, compare transport options, receive customized recommendations and navigate unfamiliar destinations.
As more travelers rely on AI-generated recommendations instead of manually searching multiple websites, tourism organizations face a new challenge: ensuring their Muslim-friendly offerings are digitally structured, accurate and constantly updated.
The report warns that destinations with excellent on-the-ground facilities could lose visibility if their information cannot be easily accessed by AI systems.
Mastercard says digital trust is becoming central to future travel decisions. Aisha Islam, Senior Vice President, Customer Solutions Center, Southeast Asia at Mastercard, said AI is making trusted information, secure payments and Muslim-friendly services easier for travelers to discover throughout the booking journey.
Regional travel gains momentum
The report also highlights changing travel patterns amid ongoing geopolitical uncertainty, higher airfares and operational disruptions.
Rather than canceling vacations, many Muslim travelers are opting for destinations closer to home, creating stronger regional travel corridors.
CrescentRating describes this trend as “home-continent mobility,” where travelers prioritize nearby destinations offering easier access, fewer transit complications and greater confidence.
Southeast Asia is emerging as one of the biggest beneficiaries of this shift thanks to extensive air connectivity, well-developed Halal tourism infrastructure and strong cultural appeal.
The report notes that intra-ASEAN travel continues to expand as travelers seek reliable, familiar destinations with established Muslim-friendly services.
Malaysia extends its winning streak
Malaysia once again claimed the title of World’s Top Muslim-friendly Destination, marking its eleventh consecutive year at the top of the rankings.
The country earned a score of 83, reflecting its mature Halal tourism ecosystem, extensive Muslim-friendly services and ongoing preparations for the Visit Malaysia 2026 campaign.
Indonesia made one of the strongest gains in this year’s rankings, climbing three places to share second position alongside Turkey and Saudi Arabia, with each destination scoring 79.
Government investment, major Halal tourism initiatives and expanded visitor services helped drive Indonesia’s improved performance.
Among destinations outside the Organization of Islamic Cooperation (OIC), Singapore retained its leadership position while also placing tenth overall worldwide.
Hong Kong climbed to second among non-OIC destinations, with Taiwan and the United Kingdom sharing third place.
Elsewhere in Asia, the Philippines, Japan and South Korea particularly improved their Muslim-friendly tourism credentials through continued investment in Halal services, digital infrastructure and inclusive visitor experiences.
New framework measures destination readiness
GMTI 2026 introduces a new Destination Activation Stack, combining three assessment models designed to measure how effectively destinations convert traveler interest into actual bookings.
The framework builds upon the existing ACES model—Access, Communications, Environment and Services—while adding RIDA, which evaluates responsible, immersive, digital and assured travel experiences, and TRUST, which measures traveler confidence and digital discoverability.
The expanded approach reflects how Muslim tourism is evolving beyond basic amenities.
Today’s travelers increasingly expect destinations to provide seamless digital experiences, reliable information, sustainable tourism practices and secure payment systems alongside traditional Muslim-friendly facilities.
Fazal Bahardeen, CEO of CrescentRating and HalalTrip, said destinations must move beyond simply being prepared for Muslim visitors and instead become actively visible and trusted across digital travel ecosystems.
