Singapore – Artificial intelligence is fast becoming a trusted travel companion for Muslim travellers, with 80% now using AI-powered tools to plan their journeys, according to the report by Mastercard and CrescentRating.
The annual report found that Muslim travellers are increasingly turning to AI to discover halal dining options, locate prayer facilities, compare transport routes, receive personalised recommendations, and navigate unfamiliar destinations with greater confidence.
The findings signal a broader shift in travel planning, where destinations are no longer judged solely by the availability of Muslim-friendly services, but also by how visible and discoverable these offerings are through digital platforms and AI systems.
“As AI becomes more embedded in travel planning, destinations and businesses need to make trusted information, secure payments and Muslim-friendly services easier to discover and act on,” said Aisha Islam, Senior Vice President for Customer Solutions Centre, Southeast Asia at Mastercard.
The report noted that destinations failing to digitise and structure their Muslim-friendly offerings risk being overlooked by AI recommendation engines, regardless of the strength of their physical infrastructure.
Beyond digital transformation, the study found that global volatility is also reshaping travel behaviour. Rising fuel costs, geopolitical tensions, airspace disruptions and security concerns are encouraging Muslim travellers to prioritise destinations that are closer to home and offer greater predictability.
This trend has elevated Southeast Asia as a key travel corridor, supported by strong regional connectivity, established halal ecosystems and cultural familiarity.
The region’s growing prominence was reflected in the GMTI Awards, with Mindanao in the Philippines recognised as the Most Promising Muslim-friendly Region among non-OIC destinations, while West Java (Jawa Barat) in Indonesia received the equivalent recognition among OIC destinations.
Asia continues to dominate the Muslim travel landscape, accounting for nearly 128 million Muslim visitor arrivals and achieving 20.8% market penetration, according to the report.
For the 11th consecutive year, Malaysia retained its title as the world’s top Muslim-friendly destination, scoring 82 points on the index. The country was recognised for its strong halal tourism ecosystem, Muslim-friendly services and destination marketing efforts tied to the Visit Malaysia 2026 campaign.
Indonesia climbed three places to share second position with Türkiye and Saudi Arabia, with all three destinations scoring 79 points.
Among non-OIC destinations, Singapore maintained its lead and ranked 11th globally with a score of 72, buoyed by its halal culinary offerings, multicultural environment, safety standards and smart destination infrastructure.
Hong Kong rose to second place among non-OIC destinations, while Taiwan and the United Kingdom shared third place.
The report also highlighted growing momentum from destinations such as Thailand, the Philippines, Japan and South Korea, which continue investing in more inclusive and Muslim-friendly experiences.
As travel planning evolves, GMTI 2026 introduced a new framework called the Destination Activation Stack, designed to help tourism boards move beyond basic readiness.
The model combines the existing ACES framework—which assesses access, communications, environment and services—with the RIDA and TRUST frameworks to evaluate factors such as digital discoverability, responsible experiences, traveller assurance and the trust signals that convert interest into bookings.
“Modern travellers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip.
“This requires a structural transition from passive destination readiness to active destination activation.”
