Mastercard and CrescentRating have released the Global Muslim Travel Index 2026 (GMTI 2026), a comprehensive analysis of Muslim-friendly tourism across 150 destinations. The report's central finding: 80% of travelers now rely on artificial intelligence (AI) tools to plan their journeys, fundamentally altering how destinations must market themselves. For travel professionals—from airline network planners to hotel revenue managers—this signals that digital presence is no longer optional but a prerequisite for capturing the growing Muslim travel segment.
Destinations that fail to digitize their halal-friendly offerings—such as prayer facilities, halal dining options, and gender-segregated amenities—risk being invisible to AI-powered recommendation engines, regardless of their physical infrastructure. As Aisha Islam, Senior Vice President at Mastercard, stated, “Muslim travel is being reshaped by digital trust, seamless access, and the need for greater certainty across the journey.” This shift demands that tourism boards and hospitality operators invest in structured data, API integrations, and smart destination platforms.
Top Destinations and Regional Shifts
Malaysia retains its top ranking as the most Muslim-friendly destination globally, while Indonesia has climbed to joint second place alongside Türkiye and Saudi Arabia. Among non-Organisation of Islamic Cooperation (OIC) destinations, Singapore leads, with Hong Kong rising to second place. The report identifies South-Eastern Asia as a key travel corridor, with travelers prioritizing safety, proximity, and predictability amid global volatility. This aligns with recent trends seen in Travelex data showing a shift in Japanese Golden Week travel to Southeast Asia, reinforcing the region's growing appeal.
The GMTI 2026 evaluates destinations using the ACES framework—Access, Communications, Environment, and Services—which now includes a focus on AI readiness, digital visibility, and smart destination infrastructure. For hoteliers and tour operators, this means ensuring that their properties and packages are easily discoverable through AI chatbots, voice assistants, and travel-planning apps. Airlines like Emirates and Qatar Airways, which already offer robust digital tools for Muslim travelers, are well-positioned, while others may need to accelerate their digital transformation.
New Frameworks for Destination Activation
The report introduces the Destination Activation Stack, integrating the ACES, RIDA, and TRUST frameworks to help destinations transition from readiness to real-time activation. This stack provides a structured approach for tourism boards and DMCs to move beyond static listings and offer dynamic, personalized experiences. Fazal Bahardeen, CEO of CrescentRating, emphasized, “Modern travelers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems.”
For travel agents and online travel agencies (OTAs), this underscores the importance of integrating AI-powered filters for halal-friendly options. Platforms like Booking.com and Expedia have already begun adding such features, but the report suggests that deeper integration—such as real-time availability of prayer rooms or halal-certified restaurants—will become a competitive differentiator. Similarly, cruise lines like Royal Caribbean and MSC Cruises, which have expanded halal-friendly offerings, should ensure these are digitally tagged and promoted through AI channels.
The report also highlights the growing intersection of Muslim travel with other segments, such as medical tourism and sports tourism. For instance, a separate Mastercard report projects Muslim sports tourism to reach $21 billion by 2030, indicating that destinations like Malaysia and Indonesia are well-positioned to capture this demand. Additionally, Indonesian demand is fueling Malaysia's medical tourism expansion, further strengthening the region's appeal.
For travel-tech vendors, the GMTI 2026 offers a clear roadmap: develop AI tools that can verify and recommend Muslim-friendly services in real time. GDS systems like Amadeus and Sabre should consider adding halal-friendly filters to their booking platforms, while destination management systems (DMS) must ensure that local businesses can easily update their digital profiles. The report's emphasis on “smart destination infrastructure” suggests that airports, hotels, and attractions should invest in IoT and beacon technology to provide personalized guidance to Muslim travelers.
In conclusion, the GMTI 2026 is a wake-up call for the entire travel industry. As AI becomes the primary trip-planning tool for 80% of travelers, destinations and businesses that fail to digitize their Muslim-friendly offerings will be left behind. The report provides a clear framework for action, but the onus is on industry stakeholders to implement these changes swiftly. For travel professionals, the message is clear: invest in digital visibility, or risk being invisible to the next generation of Muslim travelers.
