Travel giant Lonely Planet takes first steps into halal market

Photo: MELBOURNE, AUSTRALIA - DECEMBER 13, 2014: Lonely Planet is the largest travel guide book publisher in the world. It is owned by American billionaire Brad Kelley's NC2 Media /  TK Kurikawa / Shutterstock.com

(Disclaimer: The author worked as a consultant for the Lonely Planet haj guide.)

In a clear indication that the halal and Muslim-friendly travel market can no longer be ignored, Lonely Planet, the world's largest travel guide book publisher, has taken its first steps into the sector with a publication aimed exclusively at Muslims.

For the first time, the company’s latest guide book, “Oman, UAE and Arabian Peninsula”, released at the start of the haj, contains a dedicated guide to the pilgrimage.

“At Lonely Planet we aim to cater to all travellers and since as many as two million pilgrims visit Mecca each year during the haj period, that makes it one of the biggest, not to mention most significant travel events in the world,” said Helen Elfer, Lonely Planet's Destination Editor for the Middle East and North Africa, speaking exclusively to Salaam Gateway.

“This is why we've also included a dedicated chapter on planning a haj pilgrimage, which provides tips and practical advice for those making the journey for the first time.”

The section, written by Muslim researchers at the company, contains practical advice for those planning the pilgrimage, including tips on packing, health and safety and visa requirements.

There is also a day-by-day breakdown of the haj experience.

The title, published in its fifth edition, also contains coverage of Mecca, a first for Lonely Planet.

This includes reviews of hotels, restaurants and activities, as well as coverage of the city's key religious, historic and educational sites.

There is also an up-to-date map of Mecca and a detailed floor plan of Masjid al Haram, the Grand Mosque.

Lonely Planet believes the new sections will also interest non-Muslims who cannot enter the Muslim-only city.

“We hope that our Muslim readers will find these new sections useful in planning their trips, while non-Muslims will find plenty of interest in our coverage of Mecca's historic Islamic sites as well as its atmosphere and development,” said Elfer.

Lonely Planet prints over 120 million books in eleven languages. It has offices in Australia, China, India, the United Kingdom and the United States.

Its parent company is NC2 Media, which is owned by American billionaire Brad Kelley. Kelley bought Lonely Planet in 2013 from BBC Worldwide for $77 million. It had previously been valued at $250 million in 2008.

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