Results of the annual Halal in Travel (HIT) Awards 2025, organised by the industry authority on halal tourism CrescentRating and online online consumer platform and mobile application HalalTrip, have highlighted growing intensity in efforts to build a warmer welcome for Muslim travellers in non-Organisation of Islamic Cooperation (OIC) destinations.

The HIT Global Muslim Travel Index (GMTI) Awards named Hong Kong the Most Promising Muslim-friendly Destination of The Year. Hong Kong ranks third in this year’s Mastercard-CrescentRating Global Muslim Travel Index (GMTI).

Hong Kong hospitality organisations swept up five more trophies in the HIT Muslim-Friendly Service Provider Awards category. Kowloon Shangri-La, Hong Kong was named Muslim-friendly Hotel of The Year; The Mira Hong Kong was named Muslim-friendly Hotel of The Year; Hong Kong Convention and Exhibition Centre was named Muslim-Friendly Convention & Exhibition Centre of The Year; Ngong Ping 360, Hong Kong was named Muslim-friendly Attraction of The Year; Incorporated Trustees of the Islamic Community Fund of Hong Kong was recognised for its Outstanding Contribution to Hong Kong’s Halal Dining Landscape.

In the same category, Malaysia’s Mohd Chan Group won the Muslim-friendly Restaurant Chain of The Year recognition.

Liew Chian Jia, regional director of Southeast Asia, Hong Kong Tourism Board (HKTB), said: “Since our Muslim-friendly push, HKTB has seen an increasing interest and participation in CrescentRating’s accreditation programme among the Hong Kong stakeholders. To support this initiative within the South-east Asia region, we have rolled out a dedicated Muslim campaign named, Jelajah Hong Kong, that showcases Muslim-friendly experiences for ease of trip planning. We will continue efforts to elevate Hong Kong’s position as a popular Muslim-friendly destination.”

In the HIT HalalTrip Travelers Choice Awards category, Switzerland Tourism’s destination campaign with Buttonscarves, an Indonesian premium scarf and headscarf brand, won the NTO the Halal Travel Marketing Campaign of The Year award.

The Taipei City Government was also recognised as the Muslim Women Friendly City Destination of The Year. This is another feather in the cap for Taipei City, which was named the Most Promising Muslim-friendly City Destination of The Year (non-OIC) in the HIT GMTI) Awards 2023.

Furthermore, the naming of Myra Paz Valderrosa-Abubakar, undersecretary, Philippine Department of Tourism as HIT’s Halal Travel Personality of The Year is reflective of the Philippines’ steady emergence as a hot favourite among Muslim travellers.

The Philippines climbed four spots to reach eighth place in the GMTI 2025 ranking of Top 20 Non-OIC destinations.

The only other title holder so far is Sandiaga Salahuddin Uno, who was recognised in 2022 – he was the former minister of tourism and creative economy of Indonesia.