Muslim Tourists Now Seek Meaningful and Sustainable Experiences

The Ministry of Tourism has assessed that global Muslim tourist trends are undergoing a significant change, shifting from merely seeking travel destinations to pursuing more meaningful, safe, inclusive, and sustainable experiences. Expert Staff for Digital Transformation and Tourism Innovation at the Ministry of Tourism, Masruroh, stated that this change is driven by the dominance of the younger generation within the global Muslim population. Approximately 71 per cent of the world’s Muslims are currently under the age of 40 and constitute the primary group driving the future travel market.

“Today’s Muslim tourists want experiences that are more meaningful, more inclusive, digitally based, and sustainable,” Masruroh said during the Islamic Finance Dialogue (IFD) 2026 held by Republika in Jakarta on Wednesday (1/7/2026).

According to her, Muslim tourists now tend to travel more independently by utilising digital technology and artificial intelligence (AI). Factors such as trust, safety, and geopolitical stability have also become primary considerations before making travel bookings.

Masruroh explained that travel motivation has shifted from simply filling leisure time to seeking deeper emotional bonds. Tourists are increasingly interested in experiences related to the environment, local community empowerment, tracing family genealogy, and cultural heritage.

“Travel is no longer just about sightseeing, but has become a means for a more meaningful purpose,” she said.

She also highlighted the increasing role of female Muslim travellers in the global tourism industry. The number of female Muslim travellers is estimated to reach 90 million people, or about 48 per cent of total global Muslim tourist trips.