New Survey: Halal Food Drives Destination Choice for Nearly 9 in 10 Indonesian Muslims

JAKARTA, 25 SEPTEMBER 2025 – As halal tourism grows from niche to mainstream, Indonesian Muslim travelers are setting the tone for how destinations worldwide adapt to faith-based needs. A new study by Vero and GMO-Z.com Research reveals that 89% of Indonesian Muslims rank halal food as their top travel priority—an insight reshaping strategies from Tokyo to Dubai.

Based on a survey of 509 Indonesian Muslims aged 18-45+ across genders, educational background, and socioeconomic status, the study found that the availability of halal food strongly influences destination choice and shapes perceptions of how accommodating a place is.

Diah Andrini Dewi, Executive Director at Vero in Indonesia, pointed out that while such provisions form part of the baseline expectation in Muslim countries, it’s a different story when non-Muslim destinations provide them, as they “signal cultural sensitivity and respect, making Muslim travelers feel welcome.” This has emerged an especially crucial factor as non-Muslim nations, such as Singapore, Japan, and South Korea, rise as preferred travel choices, ranking closely behind Muslim-majority countries Malaysia and Saudi Arabia.

Chatrine Siswoyo, Senior Advisor for ASEAN at Vero, added, “What they want is simple but powerful: to explore the world without compromising who they are. That means halal food that is easy to find, prayer spaces that are respected, and digital tools that make travel seamless.”

To complement the survey, the authors also analyzed online conversations within the Indonesian Muslim community. Between August 2024 and 2025, halal accommodations—searched 7,456,100 times—also emerged as cornerstones of the journey, providing both a comfortable base and a sacred space for travelers to practice their faith.

Shinichi Hosokawa, Global CEO of GMO-Z.com Research, said, “Beyond halal food and prayer facilities, Indonesian Muslims look for authentic, seamless, and enjoyable experiences that respect their faith and cultural values. Brands and destinations that go beyond mere compliance—offering clear communication, visible certifications, and genuine consideration for lifestyle and ethical practices—can earn the trust and loyalty of this growing segment. GMO-Z.com Research is proud to contribute insights that help businesses uncover opportunities, close gaps, and deliver meaningful, sustainable travel experiences.”

The study notes that attention to halal tourism is both urgent and strategic for both public and private sectors. From government efforts in building Muslim-friendly infrastructure to investments by F&B, transportation, and tech companies in facilities and services that meet halal standards, the momentum is shaping a more inclusive global tourism ecosystem.

Influencers, cited by 89% of respondents as key information sources, are also driving this shift through highly sought-after content on halal restaurants, destination guides, and local experiences.

“By serving as cultural intermediaries, influencers bridge destinations and Muslim travelers, foster trust in digital spaces, and shape narratives that highlight authenticity and inclusivity,” Diah noted.

Globally, the sector is projected to grow from $256.5 billion in 2023 to $410.9 billion by 2032. Representing 12% of the global Muslim population, Indonesia’s next moves will be crucial in defining the future of halal tourism.

The development of halal tourism in Indonesia goes beyond providing prayer facilities or halal certification, encompassing ecosystem strengthening, infrastructure development, human resource empowerment, as well as branding and global promotion strategies. The annual Halal Indonesia International Industry Expo serves as an important platform to showcase achievements, foster cross-sector collaboration, and reinforce Indonesia’s position as a leader in the halal market, both nationally and internationally.

“As the Indonesian Muslim population grows and travelers become more discerning of their travel choices, it’s now imperative to integrate halal-friendly infrastructure and services that can create more inclusive experiences that welcome a wider base of travelers,” said Ismi Puspita, Project Manager of Halal Indo 2025 at Dyandra Promosindo.

Hariyanto, Deputy for Destination and Infrastructure Development at the Ministry of Tourism, further emphasized that making halal tourism a national and regional priority will help elevate the sector as not only a cultural or religious matter, but also an economic opportunity.

The Indonesian Minister of Tourism has expressed Indonesia’s commitment to becoming a Muslim-Friendly Destination. The concept of Muslim-friendly tourism is about providing extended services to meet the needs of Muslim travelers, ensuring their comfort and peace of mind in fulfilling religious obligations while on holiday.

“Being halal-friendly goes beyond labeling—it is about the experience. Policies on halal certification and Muslim-friendly infrastructure are already a standard here in Indonesia,” Hari said. “But as traveler expectations evolve, we are required to continuously innovate through better services, stronger partnerships, and the development of Muslim-friendly tourism destinations. We are working with different sectors to make travel more meaningful for every Muslim.”

To learn more about how Indonesia is driving halal tourism, read the full study on the Vero website.

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ABOUT GMO-Z.COM RESEARCH

GMO-Z.com Research is the global brand of GMO Research & AI, supported by GMO Internet Group—one of Japan’s largest internet conglomerates. The company provides an audience engagement platform that connects businesses with its multi-country online research panel network. By combining robust APAC consumer panels with deep regional sampling expertise, GMO-Z.com Research delivers reliable insights that power data-driven decisions. Its network includes approximately 65 million consumers across 14 countries and regions in the Asia-Pacific, enabling internet-based research and allowing the company to serve survey requests from Japan and around the world.

To learn more about GMO’s online research panel, explore the GMO website.

ABOUT VERO

Vero is an award-winning strategic communications consultancy, advising some of Southeast Asia’s leading brands, corporations, and non-profit organizations.

B Corp certified across all its offices, and a signatory of the Clean Creative pledge since 2022, Vero adopts a forward-thinking approach to public relations and marketing, striving to enact meaningful change for clients and society at large.

Vero’s team of over 250 PR, social, digital, influence, creative, events, and government relations consultants in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, and its partnership in Myanmar, brings unique perspectives to earned media, prioritizing digital technology, creative storytelling, and stakeholder engagement in championing stories of progress.

Listed among the Global Top 250 Agency Ranking by PRovoke Media in 2023 and winner of several Southeast Asia Consultancy of the Year awards, Vero designs integrated marketing and communications strategies that resonate within and across this vibrant region’s digital ecosystems and fast-growing economies.