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National Tourism Organisations' Online Muslim Travel Resources 2020

Data updated: July 2020

This is the second year of Pear Anderson’s report, which examines the online resources that National Tourism Organisations (NTOs) from the top 50 most visited non-Muslim countries worldwide have created to support Muslim friendly travel, including information about Muslim friendly food, prayer spaces and hotels. These are scored and ranked according to our points framework.

In 2020, Hong Kong and Taiwan placed joint first, knocking Japan off the top spot.

South Korea, Australia and Slovenia all saw significant increases to their scores in 2020, as they sought to create new content, and made it more accessible to Muslim travellers. 6 countries also scored their first points in the 2020 edition of the report: Germany, Greece, India, Macao, South Africa and the UK.

Countries which improved their scores in 2020 did so by:

  • Adding more online resource formats
  • Improving their SEO
  • Making their Muslim friendly information more accessible and
  • Segmenting Muslim travellers by interest
How Online Ready Are NTOs for Muslim Travellers in 2019?
Download this report
How Online Ready Are NTOs for Muslim Travellers in 2020?
What's in the report
1. 2020 NTO Rankings
  • Top 10 scoring NTOs
  • Analysis of top NTOs
  • Top 10 most visited countries' scores
2. Industry Best Practices
  • What the Top 10 are doing right
  • Opportunites for NTOs to improve their reach
  • Practical first steps for NTOs new to Muslim-friendly travel
3. Case Studies
  • Hong Kong Tourism Board
  • Tourism Australia
60%
of the Top 10 NTOs are from APAC (-1.5% YoY)
50%
of the top ten most visited countries now have online Muslim friendly resources (+67% YoY)
46%
of the countries examined had resources for Muslim travellers (+22% YoY)
Faeez Fadhlillah
Introduction By
Faeez Fadhlillah
Founder of Tripfez and Salam Standard, MATTA Treasurer and PATA Board Member
Raymond Chan
Interview With
Raymond Chan
Hong Kong Tourism Board: Regional Director – Southeast Asia
Brent Anderson
Interview With
Brent Anderson
Tourism Australia: Regional General Manager South & South East Asia

NTO Scores for Muslim Travel Resources

Data Updated: July 2020. Only top 50 most visited non-Muslim majority countries included.[UNWTO 2018]
How scores are calculated (max 23 points)
Prayer facilities (max 3 points)
  1. List mosques in capital city or at least one major mosque in the country
  2. List mosques and prayer rooms in capital city
  3. List mosques and prayer rooms in major tourist cities
Dietary requirements (max 4 points)
  1. List Muslim friendly restaurants in capital city
  2. List Muslim friendly restaurants in capital city with categories (e.g. certified halal, self-declared, pork-free)
  3. List Muslim friendly restaurants in major tourist cities
  4. List Muslim friendly restaurants in major tourist cities with categories (e.g. certified halal, self-declared, pork-free)
Accommodation (max 3 points)
  1. List a few Muslim friendly hotels
  2. Large list of Muslim friendly hotels in capital city
  3. List of Muslim friendly hotels in major tourist cities
Customer centricity, what information formats are available (max 6 points)
  1. Section of main website
  2. Dedicated website or mini-site
  3. Downloadable eGuide
  4. Dedicated mobile app
  5. Videos targeted to Muslim friendly activities/facilities
  6. Halal sub-category on official NTO restaurant listings
Ease of information discovery (max 3 points)
  1. Found via website search box or SEO only
  2. Separate, hidden subsection of NTO website
  3. Easily found on main menu of NTO website
SEO visibility (max 4 points) What page do they appear on a Google Search for “Muslim Friendly [destination]”
  1. Third page or lower
  2. Second page
  3. First page
  4. Top 3 results
The content is a general description of informative nature only and is accurate at time of publication. Pear Anderson assumes no responsibility for completeness, errors or omissions in the information and makes no warranty as to the accuracy, completeness or suitability of the information. This collection of content is created by Pear Anderson and various sources credited on the page.