Abstract
This study explores the perceptions of Muslim tourists regarding wellness-related activities while travelling in non-Muslim countries. Although halal tourism has witnessed significant global expansion, there remains a notable gap in the literature concerning the development of halal-compliant wellness products and services in destinations outside the Muslim world. Employing a qualitative methodology, in-depth interviews were undertaken with 40 Thai Muslim participants who travelled to non-Muslim countries between 2022 and 2023. The investigation centres on four primary categories of wellness activities: spa, therapy, and massage services; sports, leisure, and adventure experiences; spiritual well-being practices; and the slow food movement. The findings underscore that effective halal-friendly wellness tourism hinges on a three-tiered framework: essential (‘need to have’) features—such as gender segregation, halal-certified products, designated prayer spaces, and alcohol-free environments; desirable (‘good to have’) attributes—including Ramadan-specific services and culturally aware staff; and supplementary (‘nice to have’) elements—such as Islamic-themed aesthetics and dedicated concierge services. This study offers both theoretical and practical contributions by proposing an integrative framework for the development of halal-compliant wellness tourism in non-Muslim contexts. It highlights strategies for service providers to reconcile religious requirements with hospitality standards, thereby responding to the specific needs of Muslim wellness tourists and supporting broader efforts to promote inclusivity within the global wellness tourism industry.
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Recommended Citation
Ashton, Ann Suwaree and Islam, Rasmee
(2025)
"Halal-Friendly Wellness Tourism in Non-Muslim Countries: Perceptions of Muslim Tourists,"
International Journal of Religious Tourism and Pilgrimage:
Vol. 13:
Iss.
3, Article 4.
doi:https://doi.org/10.21427/pfvx-ka07
Available at:
https://arrow.tudublin.ie/ijrtp/vol13/iss3/4
DOI
https://doi.org/10.21427/pfvx-ka07