The Hong Kong Tourism Board (HKTB) and Klook have teamed up to promote Hong Kong as a Muslim-friendly destination, offering curated activities, accommodation and prayer-friendly experiences. The initiative builds on HKTB’s Jelajah Hong Kong campaign and reflects rising interest in the city among Muslim travellers, with Klook reporting a significant increase in bookings.
Muslim leisure travellers are motivated by the same interests as others, including exploring new cultures, discovering local experiences and creating meaningful memories, but their travel choices also need to meet faith-based requirements such as access to Muslim-friendly food, prayer facilities and privacy considerations.
The Jelajah Hong Kong campaign, the board’s first multi-market effort targeting Muslim travellers, has been enhanced through the Klook partnership. The platform provides a one-stop shop for Muslim-friendly activities, stays and prayer-friendly day trips to family attractions and cultural sites. Klook leverages its Kreator network in Singapore, Malaysia and Indonesia to develop curated itineraries and share first-hand recommendations, giving travellers confidence to explore Hong Kong.
The initiative builds on previous work by Klook, which partnered with CrescentRating and HalalTrip to become the first global experiences platform offering verified Muslim-friendly ratings. Hong Kong has also been recognised as the Most Promising Muslim-friendly Destination of the Year at the Halal in Travel Awards 2025 and ranks third among non-OIC destinations and second globally in the Muslim Women Friendly Travel category in the 2025 Global Muslim Travel Index (GMTI).
Muslim travel continues to grow. GMTI reported 176 million international Muslim arrivals in 2024, up 25 per cent from 2023, with projections reaching 245 million by 2030 and total spending expected to hit US$230 billion. Klook data shows bookings to Hong Kong from Muslim travellers rose 43.5 per cent over the past year, led by theme parks and attractions.
Fazal Bahardeen, CEO of CrescentRating and HalalTrip, noted that travel to non-Muslim-majority destinations can be stressful when key information for “faith-based needs is not readily available”, and that navigating unfamiliar places can increase anxiety, creating discomfort or a sense of exclusion that undermines the purpose of leisure travel.
He added: “The partnership between Klook and HKTB is a good example of how collaborations can create meaningful, Muslim-friendly travel experiences to provide useful and relevant travel information for tourists.”
Liew Chian Jia, regional director for South-east Asia at HKTB, shared that the Jelajah Hong Kong campaign has increased interest from Muslim travellers, and that the partnership with Klook reinforces Hong Kong’s appeal as an inclusive destination and reflects the board’s efforts to diversify tourism offerings.
