An important showcase was the International Islamic Expo held in Jakarta from 26 to 28 June 2026. It brought together 46 foreign exhibitors from 16 countries, 80 domestic exhibitors and 18 tourism associations, with about 18,000 visitors expected and an estimated business value of 115 billion rupiah, around 6.4 million dollars.
According to the analysis accompanying these figures, Muslim-friendly tourism has become a mainstream segment rather than a marginal market. Demand comes from travellers in Southeast Asia, South Asia, Europe, the Middle East and Africa, which gives an idea of the diversity of profiles seeking stays that respect their religious and cultural practices.
For visitors, this kind of offer translates into concrete elements: halal-certified restaurants, accessible places of prayer, accommodation providing adapted services and activity programmes designed for families. Far from limiting the experience, these services widen the potential audience and improve hospitality for everyone.
Growth in this market also interests non-Muslim destinations. European and Asian countries with a tourism tradition have begun to add specific products and signage, aware that a traveller who feels welcome tends to return and recommend. Competition for this segment is intensifying and forces investment in quality and training.
Another relevant aspect is reputation. A destination promoted as welcoming to Muslim travellers must deliver on its promise, with reliable services, clear information and respectful attention that does not depend on the goodwill of each establishment. Trust built with rigour spreads by word of mouth and on social media, where travellers' own reviews weigh as much as any institutional campaign.
Training deserves a mention too. Guides, hotel staff and restaurant professionals need to understand the practices and needs of this audience in order to offer natural, professional service. Industry associations are working on training programmes that help raise the average standard of the offer and let travellers find consistent quality in any of the promoted regions.
Indonesia starts with clear advantages: a mostly Muslim population, great natural and cultural diversity and an industry used to welcoming visitors. The challenge is to raise service quality, improve connectivity between regions and maintain environmental sustainability so that growth does not damage the destinations being promoted.
On the economic front, the push for Muslim-friendly tourism creates jobs, stimulates local small businesses and opens opportunities for food producers, craftspeople and service firms. By building certification and promotion into a national strategy, the country aims to capture a growing share of spending in a global market with enormous potential.
Visitors will also notice the details. Prayer rooms in airports, signposting in several languages and halal options in ordinary restaurants send a simple message of respect that costs little and pays back handsomely.
The rise to second place is, in short, a recognition of effort and an invitation not to lower the guard. Keeping up the pace will demand innovation, coordination and constant attention to travellers' expectations. If it succeeds, Indonesia could establish itself as one of the great reference points of twenty-first-century tourism.
