Adventure tourism is fast emerging as a powerhouse in the global travel industry.
Driven by a growing appetite for authentic, experiential journeys, the market is expected to grow from $896 billion in 2025 to nearly $1.6 trillion by 2032, according to Fortune Business Insights.
Within this rapidly evolving sector, one promising yet underexplored demographic stands out: Muslim travelers. As they increasingly seek immersive, adrenaline-fueled experiences that align with their faith and values, destinations and travel providers are beginning to take notice.
According to the State of the Global Islamic Economy Report 2023/24 by DinarStandard, Muslim travelers spent $133 billion globally in 2022 - a 17% jump from the previous year. This figure is expected to climb to $174 billion by 2027, growing at a CAGR of 5.5%.
Reimagining halal travel
What was once a niche space focused on halal food and prayer spaces, is evolving into a more adventurous, immersive offering - and some trailblazers are already leading the way.
For instance, Denmark-based Albatros Expeditions is planning to launch the world’s first halal-certified cruise to Antarctica in 2026. Meals will be prepared in a halal-certified kitchen, no pork or alcohol will be served onboard, and the ship’s sauna will include ladies-only hours.
“Over the past decade, we’ve seen a noticeable shift in the preferences of Muslim travelers,” Dinçer Özkaya, general manager of SalamBooking, a global marketplace for Muslim-friendly travel tells Salaam Gateway.
“While traditional halal travel - focused on comfort, convenience, and religious compliance - still forms the core of the market, a growing segment of travelers, especially younger generations, are now seeking more experiential and adventure-driven journeys.”
To meet this demand, SalamBooking is designing experiences such as hiking in Bosnia, horseback riding in Cappadocia, and eco-safaris in Africa - all designed to be halal-conscious.
“Muslim travelers today are seeking more than just adrenaline or sightseeing - they want purposeful adventures that align with their lifestyle and faith,” says Özkaya.

“As a platform, we’ve learned that Muslim adventure travelers don’t want to compromise between thrill and faith - and they shouldn’t have to. Their expectations are about integration: being able to experience the world fully while staying true to who they are.”
New destinations, new horizons
While traditional Muslim-friendly destinations such as Turkey, Egypt, and Andalusia continue to attract travelers with their combination of Islamic heritage, infrastructure, and natural beauty, SalamBooking is also seeing growth in emerging adventure hotspots.
“Our core markets - including Turkey, the Balkans, Andalusia, Egypt, and parts of Europe -continue to grow steadily due to their strong Islamic heritage, developed infrastructure, and natural appeal. These regions strike a perfect balance between cultural depth, outdoor activities, and halal compliance, making them ideal for families and experience-seeking travelers alike,” says Özkaya.
He adds that demand is growing across Far East and Southeast Asian countries, particularly Malaysia, Japan, South Korea, and Indonesia — places that are investing in halal tourism infrastructure and offering eco-adventures and wellness retreats tailored to the next generation of Muslim travelers.
“We're developing curated experiences in Malaysia’s tropical rainforests, South Korea’s mountainous national parks, Japan’s cultural countryside, and even combined Umrah + nature retreats in Saudi Arabia - all while ensuring they meet the expectations of our audience.”
Malaysia has taken a leading role by introducing official certifications such as the Muslim-friendly tourism and hospitality assurance and recognition (MFAR) in 2020 and the Muslim-friendly tour guide (MFTG) program in 2017, which now spans nine states.
“Both MFAR and MFTG play a vital role in gaining the trust and confidence of Muslim travelers, as these initiatives maximise their experience in Malaysia and allow them to take advantage of its cultural, natural, and other attractions,” says Arif Hakimi bin Mat Yusuf, tourism officer at Malaysia Tourism Promotion Board.
While MFAR was originally established as a standard for Muslim-friendly accommodation, the program has since expanded its scope to encompass spas and wellness centers, travel agencies, transportation hubs, shopping malls, amusement parks, rest areas, tourism products, and convention centers, according to Hakimi.
Bridging the gaps
For all its progress, the Muslim-friendly adventure segment faces key challenges. “Finding local guides, accommodation, and transport that align with our values isn’t always easy, especially in remote regions,” Amira Patel, founder of adventure Group The Wanderlust Women tells Salaam Gateway.
Özkaya points to a broader gap in industry awareness. “Many local operators, accommodations, and guides still lack an understanding of Muslim travelers’ specific needs - from halal food and prayer facilities to modesty considerations and cultural sensitivities, making it harder for Muslim travelers to fully trust new destinations.”
“Sometimes people don’t understand why a group of Muslim women want to climb a mountain or travel alone. But with time, patience, and community-building, we work to shift that perspective,” adds Patel.
Another hurdle is the lack of global halal certification standards for adventure tourism -something that Özkaya say contributes to fragmentation and confusion.
He notes the path forward lies in equipping suppliers with the right tools and mindset. “The biggest untapped opportunities now lie in building inclusive awareness and training programs for suppliers worldwide, expanding faith-integrated wellness, eco-tourism, and adventure Umrah extensions, and developing new destinations in Africa, Central Asia, and South America with tailored Muslim-friendly services.”