Hong Kong is steadily accommodating Muslim visitors as it seeks to attract additional travellers from the Middle East and Southeast Asian regions. However, critical gaps need to be addressed before the city can fully establish itself as a Muslim-friendly tourist destination.

Hong Kong has made notable strides in becoming more Muslim-friendly over the past two years, expanding its halal dining options and increasing the availability of prayer facilities throughout the city.

The number of halal-certified restaurants in the city has surged to 142, up from just 63 in 2022. By the end of 2025, the Incorporated Trustees of the Islamic Community Fund (also known as the Board of Trustees, or BOT) aims to certify over 500 halal establishments.

To support this goal, an enhanced halal certification system is being introduced, says Nixie Lam, BOT advisor and a legislative council member from the Democratic Alliance for the Betterment and Progress of Hong Kong (DAB), the city's largest political party.

“Since July 2024, the Hong Kong Tourism Board (HKTB) in collaboration with BOT and Crescent Rating, has adopted a set of classification, standards, and assessment criteria for halal certification that meet international standards and suit Hong Kong's actual situation, covering restaurants, hotels, attractions, shopping malls, and MICE venues,” Lam tells Salaam Gateway.

Halal dining options in Hong Kong are on the rise, with Middle Eastern, Indian, and Malaysian cuisines now widely available in popular districts like Tsim Sha Tsui, Central, and Wan Chai. Notably, the Islamic Centre Canteen offers the city's only halal Cantonese dishes, while Toast Box became Hong Kong's first halal-certified Singaporean restaurant last August.

“Muslim travellers can easily access information about halal restaurants through the HKTB or halal travel websites. Also, many establishments prominently display the halal certification logo to attract Muslim customers,” says Sharifa Leung, founder of 3 Hani Enterprises, a Hong Kong-based halal consultancy which has guided many businesses, including Toast Box.

Top-tier support 

Hong Kong has intensified efforts to cultivate a Muslim-friendly tourism environment following Chief Executive John Lee’s 2024 Policy Address, where he highlighted the importance of supporting Muslim visitors. Among his proposals were the introduction of Arabic language services in taxis and at the airport, the creation of halal restaurant lists, and the establishment of prayer facilities in hotels. 

HKTB has also compiled a range of travel information and tips for Muslim visitors on its website and has been actively promoting the city in the Middle East and Southeast Asia.

The focus on providing Arabic signage in taxis and at the airport may be unnecessary, as most Arab travellers can read and speak English, Ilnur Minakhmetov, a Hong Kong-based educator, public advocate, and cultural ambassador tells Salaam Gateway.

“Instead of focusing on Arabic signage, it would be more meaningful to have banners and signs wishing ‘Eid Mubarak’, which I have seen in other places but have yet to encounter during my time here,” he says. “Before suggesting that taxi drivers learn basic phrases in Arabic, shouldn’t we prioritize improving their English skills?” 

Additionally, DAB is organizing a recruitment day to train more Muslim tour guides, equipping them with the language skills needed to better serve tourists and business travelers, according to Lam. 

The political party also plans to propose the introduction of Ramadan food fairs and cultural festivals to raise awareness of Muslim traditions among the wider public.

Organizing markets and light displays during the holy month, particularly in vibrant areas like Park Lane Shopper’s Boulevard, would not only attract more Muslim visitors to Hong Kong but also create memorable photo opportunities at night, suggests Minakhmetov. 

Plugging key gaps

Despite growing demand, the number of halal-certified dining establishments still falls short of meeting the needs of the city’s increasing Muslim tourist population, according to Leung. 

Halal-certified restaurants make up a paltry 1.9% of the city's 17,500 eateries, with most located in major metropolitan areas. 

When it comes to hotels, 21 establishments have received the Muslim-friendly Crescent Rating as of October, including international brands like Kowloon Shangri-La and Mira Hong Kong, says Lam. These account for only 6.5% of the city’s 321 hotels. 

Additionally, recreational facilities that prioritize privacy - such as gender-segregated swimming hours - remain relatively uncommon.

“Throughout my 13 years in Hong Kong, I have not encountered prayer mats or Qibla direction indicators in hotel rooms. For instance, during a recent function at the Island Shangri-La Hotel, I had to pray in a corridor where guests regularly passed by,” adds Minakhmetov.

There is much to be done. “Currently, only one halal café can be found at Hong Kong International Airport, and the prayer room is not easily accessible. Furthermore, airport lounges do not offer halal food options. In local hotels, the buffet offerings are not halal, and there is not a single prayer room available. Also, none of the shopping centres have prayer rooms, which is common practice in other regions,” says Minakhmetov.

Despite being one of the world's most visited destinations, Hong Kong may not be the first choice for Muslim visitors, largely due to a lack of convenient prayer facilities and a limited selection of halal cuisine, says Leung. With a Muslim population of around 300,000, the city has only five mosques and 43 prayer rooms, some of which are located at major tourist attractions like Hong Kong Disneyland and Ocean Park.

“In Japan's major cities, for example, I found prayer rooms and ablution facilities conveniently located within shopping centers,” says Leung.

“Increasing the availability of wudhu-friendly washrooms in Hong Kong is essential. Some locations provide prayer rooms without ablution facilities, which indicates a lack of understanding of Islamic culture and fails to meet the faith-based needs of Muslim visitors.”

3 Hani Enterprises recently received inquiries from both the Hong Kong Convention and Exhibition Centre and Ocean Park about the installation of ablution facilities. “We see this as a positive step and hope that more tourist attractions and shopping centers will follow suit by offering suitable prayer rooms and ablution facilities,” says Leung.

Viable steps

The Muslim population is projected to increase from 2.12 billion in 2024 to 2.47 billion in 2034, according to the Mastercard-CrescentRating Global Muslim Travel Index 2024. Given the sizeable opportunity that awaits the city, there is much ground to cover. 

Hong Kong could learn valuable lessons from cities with well-developed Muslim-friendly tourism infrastructure, such as Shenzhen in southeastern China and his hometown of Kazan in Russia, adds Minakhmetov. 

He further advocates for the establishment of a dedicated task force to enhance Hong Kong’s appeal to Muslim tourists. The lack of Muslims working in tourism-related government departments means many businesses still don’t fully understand what halal entails or recognise Islam as the world’s fastest-growing religion, he adds. 

Leung shares a similar perspective, noting that the shortage of trained halal auditors and executives in Hong Kong hampers the city’s ability to cater to Muslim visitors effectively.

“At present, not a single Muslim is employed by HKTB or InvestHK,” Minakhmetov points out.

“How can Hong Kong market itself as a Muslim-friendly destination without people who are knowledgeable about Islamic culture, traditions, and lifestyles? This situation needs to change.” 

The Islamic economy has emerged as a powerful force in an ever-evolving global landscape. It is shaped by the principles of Shariah and driven by a quest for inclusive growth, ethical investments, and sustainable development.

Among the nations contributing to this dynamic sector, Malaysia has consistently set the benchmark, securing the top position in The Global Islamic Economy Indicator (GIEI) for ten consecutive years since the report's inception in 2013, surpassing countries with larger export volumes.

2024 marks a momentous occasion for Malaysia as it celebrates the Golden Jubilee of Halal Malaysia, the nation's halal certification registered trademark renowned globally. This milestone signifies 50 years of unwavering dedication and commitment to Halalan Toyyiban (lawful good things), assuring quality and integrity in products for consumers worldwide and upholding the principles of excellence (Itqan) and integrity (Nazaha).

Far from solely focusing on economic gain, this journey has profoundly shaped Malaysia's identity, establishing it as a global leader and trusted voice in halal certification and standards.

Contributions to global halal certification
Halal certification in Malaysia began in 1974 when the monarch and government recognised the need to regulate and ensure the integrity of halal products. This initiative aimed to protect Muslim consumers' rights and provide assurance that the products they consumed adhered to Islamic laws.

Halal Malaysia's journey began not with meat products but with certification for cooking oil made from Malaysian palm oil, highlighting the nation's early understanding of the vast scope and potential of the halal market.

Over the years, the halal certification process has evolved, becoming more rigorous and encompassing a more comprehensive range of products and services. This has established Malaysia as the global leader in halal standards and certification. 

Halal pharmaceuticals: A paradigm shift
Coincidentally, 2024 also marks the 25th year since the first Halal Malaysia certification was issued for vitamins and health supplements manufactured by a local large corporation pharmaceutical manufacturer in Malaysia. This milestone is a testament to Malaysia's pioneering role in the halal pharmaceuticals sector.

The introduction of halal-certified pharmaceuticals, supported by the world’s first ISO-level Halal Pharmaceuticals Standard MS2424, has revolutionised the industry domestically and internationally, aligning it with Halal Malaysia's principles of integrity and excellence.

It is a commendable breakthrough, marking a paradigm shift in mindset since health often falls under the “Dharurah” situation, where halal status is not the primary concern for consumption by Muslims. It also paves the way for a more inclusive and accessible halal market.

The Halal Malaysia journey paved the way for this game-changing mode in the pharmaceutical industry by creating a rigorous and trustworthy certification process that mirrors the stringent requirements of conventional pharmaceutical regulations.

Just as the pharmaceutical industry follows continuous improvement or Kaizen methodologies to enhance product quality and safety, halal certification adds an extra layer of assurance, emphasising purity and compliance with Islamic law. In return, the learnings from “Pharmaceutical Quality by Design” (QbD) led to the conceptualisation of Halal Built-In.

Pharmaceuticals certified with Halal Malaysia provide double assurance for consumers, Muslims and non-Muslims alike. Before applying for halal certification, pharmaceutical products must fulfil the registration requirements (GMP-Pharmaceuticals) of and be duly registered with the Ministry of Health Malaysia (MOH).

This dual approval process by two authoritative bodies, MOH (for Toyyiban aspects – safe, effective, high quality and hygienically processed) and JAKIM (halal aspects), offers consumers unparalleled peace of mind.

Next 50 Years: A future of continuous excellence
The Golden Jubilee of Halal Malaysia is not just a celebration of past achievements but a resounding commitment to the future that values integrity, excellence, and trust. Malaysia's legacy of halal excellence, built on a foundation of solid governance, stakeholder collaboration, and deep respect for Halalan Toyyiban principles, positions it as a beacon of halal excellence to lead the industry towards a future of sustainable and inclusive growth.

Malaysia recognises the growing importance of sustainability in the global halal market. Therefore, it has endeavoured to incorporate sustainable halal practices throughout the value chain. This includes encouraging the adoption of eco-friendly production methods, responsible ingredient sourcing, and reducing waste and emissions. By championing sustainable halal practices, Malaysia aims to create a more ethical and environmentally responsible halal industry that benefits both people and the planet.

As Malaysia continues to pioneer and innovate relentlessly, underscoring the transformative impact of Malaysia's halal certification, it will undoubtedly shape and inspire the future of the global Islamic economy, benefiting the Ummah and the world at large for decades to come.

Roziatul Akmam Osman is a halal subject matter expert and is the recipient of the Halal Malaysia industry lifetime achievement award 

Malaysia and Kyrgyzstan have signed a memorandum of understanding (MoU) to foster a robust halal ecosystem.

The preliminary agreement between the Halal Development Corporation Berhad (HDC) and the State Institution Centre for the Development of Halal Industry, aims to strengthen bilateral relations through cooperation in halal initiatives. 

The agreement also looks to shore up greater trade and investment activities, and offer wider market access opportunities for halal industry players across both nations. 

Both entities will leverage expertise to foster a robust halal ecosystem, and collaborate in areas covering knowledge sharing and information exchange on halal markets, opportunities, products, and services between Kyrgyzstan and Malaysia.

It will also include co-organization of events, seminars, workshops, and training initiatives to enhance stakeholder awareness of halal practices, regulations, and business opportunities. 
 

Ukraine plans to open two additional halal hubs supported by Malaysia, a government official has said. 

Currently, the country has one halal hub certified by the Department of Islamic Development Malaysia (JAKIM). 

Denys Mykhailiuk, Charges d’ Affaires and interim of the Ukraine embassy in Malaysia said that discussions have taken place with Malaysia to ensure that halal certification in Ukraine would be recognised by Malaysian authorities, Malaysia state-run news agency Bernama reported. 

“Ukraine exports products to traditional markets such as North Africa and Gulf Cooperation Council, which demands halal certification.” 

“This is very vital because every Ukrainian product which will be certified with JAKIM will have Malaysian certification, so it is direct marketing for Malaysia.” 

Defence collaboration 

Ukraine’s deputy economy minister, Taras Kachka has said that the country views Malaysia as a key entry point for expanding collaborations in the ASEAN region’s unmanned aerial vehicle (UAV) and drone sectors. 

Malaysia is the most advanced in ASEAN regarding infrastructure, semiconductor spare parts supply and skilled manpower, Kachka said, adding that discussions on potential collaborations are ongoing between companies from both nations. 

Kachka was on a working visit to Malaysia where he co-chaired the Malaysia-Ukraine joint trade committee meeting. 

“The usage of UAVs in Ukraine is so high that it grabs all the engineers’ resources, that is why the knowledge developed in Ukraine is used in Malaysia. That is why we are going to support the cooperation in this area since we need strong supply chains of spare parts."

Malaysian companies have shown a strong interest in UAV technology, particularly for border surveillance in dense jungle areas, which are challenging to patrol with manpower alone. 

Businesses have always welcomed endorsement. Someone who champions their offerings. Which is why brands and star power have historically crossed paths. Celebrities and athletes have endorsed products from food and beverages to cosmetics and household items to amplify their presence and uptake. 

But in today’s time of new-media capitalization, it is almost a matter of course for businesses to leverage the power of technology to bolster their reach. Social media has given rise to a cohort of content creators who have developed a digital presence, focus on engagement and community and have become a trusted presence within their communities, strong enough to exert a considerable 'influence' on their followers.  

This rising clout of influencers has forced businesses to return to the drawing board and pen a new marketing playbook. 

The hype is not misplaced - the global influencer marketing market size has more than trebled since 2019, increasing from $6.5 billion to an estimated $24 billion in 2024, according to data and business intelligence firm Statista. 

The halal food sector is no different. It is an evolving space, both in terms of options and uptake, and is now no longer restricted to Muslims. There has been evidence of its adoption among non-Muslims, throwing the arena wide open for halal food businesses to capture a sizeable chunk of the overall F&B ecosystem.

However, for halal food to find continuous favour among consumers, businesses must tap into the growing power of influencers, forging a personalised connect with the consumer. 

“Influencers, or rather, content creators, are crucial for halal food providers. With social media marketing dominating many brands' marketing budgets, this sector will only get bigger and more indispensable for every business in some way shape or form,” says Amena Khan, a UK-based social media influencer. 

Sealing the deal

Influencers wield considerable hold on consumers' purchasing power – a study by PR agency Matter Communications, that surveyed more than 1,000 US consumers, revealed 69% of respondents are likely to trust an influencer, friend or family recommendation over information coming directly from a brand. Food and beverage generated the most consumer interest and most potential to act on influencer content, followed by health and wellness. 

“Given how widely used social media is in this current day and age, influencers can play a vital role in a brand’s exposure and visibility to their Muslim consumers. All it takes is one image or short video of the restaurant going viral to reach a large and varied audience across the country - much quicker than any word of mouth or an online search would yield,” says Layla Hassanali, founder of Halal Girl About Town, a platform dedicated to finding the best halal restaurants in the UK. 

Influencers can help forge an alliance with the wider non-Muslim consumer base, which may struggle to recognize the benefits of halal food beyond religious context. An all-inclusive approach may also blur the social distance between Muslims and non-Muslims and help combat issues like Islamophobia. 

“To a non-Muslim, a halal restaurant might come across as having closed doors; a place that only caters to Muslims. With influencers continuing to post about halal food and growing their platform reach, they can open the doors to many non-Muslims by showing them that there is more to the restaurant/brand than just a halal certification,” adds Hassanali. 

Impact of 'choices'
Influencers help form a genuine digital interaction, offering their own seal of approval and helping draw businesses and consumers closer. But for that to happen seamlessly, influencers must develop their own credibility. Especially in a field such as halal food, which has religious threads attached to it.

Hassanali explains: “Over time, an influencer’s platform will curate a specific audience that resonate with the influencer’s own lifestyle and brand choices. Lifestyle and brand choices are more impactful if they are in line with what you stand for.”