Attendees heard from experts on halal health, food and tourism, and Caroline Bremner, head of travel research at Euromonitor International, also presented some recent data on the market. Based on information from 40,000 people in 40 countries, the data identified eight types of travelers and delved into the future opportunities these segments represent.
“Wellness worshipers” were one of the segments (defined as people who showed interest in health and vacations) with a fairly even distribution across all regions. Slightly more men identified as wellness worshipers than women, with the dominant age group being 30 to 44 years old.
A later panel featured Yunus Gurkan, chairman of the supervisory board of the Global Healthcare Travel Council. He spoke about the different segments of health tourism that his organization covers, such as tourist health in the destination, which covers wellness and spa getaways, and tourism specific to medical procedures and/or rehabilitation.
The council was formed in 2013 with 38 member countries and now has 56. Gurkan told delegates that in 2022 more than 100 million travelers worth $80 billion could be defined as healthcare tourists. By 2030, he said, the market could be worth $1 trillion.
Other industry bodies had the opportunity to promote their own specific niches. World Food Travel Association founder and CEO Erik Wolf told attendees that more than nine in ten travelers consider a destination's culinary reputation before booking.
He was keen to tell attendees that food tourism "isn't just about restaurants, that's a common misconception among destination marketing and strategists." Food tours, tastings, visits to the local farm, brewery or delis, and direct interaction with makers all fall under the umbrella of his organization.
"There is no better way to experience the culture of a destination than through food," he said.
Food is a vital component in halal travel, but destinations must offer more to Muslim travelers, the founder of the Halal Travel Network told delegates. Hafsa Gaher said destinations needed to provide facilities for travelers to pray, hotels needed to remove alcohol from minibars and, most importantly, “as a woman, who wears a hijab, make the destination safe. Am I welcome here?
He also made a distinction between the needs of Muslim travelers in general and trips such as pilgrimages that have a specific spiritual purpose.
The long-term growth profile of halal travel is positive, he said. The Muslim population is growing and will exceed two billion in 2030. He added that this population is young: 70% of Muslims are under 14 years old.
"These young people are immersed in technology and culture and will want to travel without compromising their faith," he said.
Source: WTM.