Turkey’s halal-friendly resorts: A blueprint for the Muslim world

As I stood on the rooftop pool deck of Bera Alanya Hotel, overlooking the shimmering Mediterranean Sea, I couldn’t help but reflect on how far the halal travel industry has come.

The scene around me - Muslim women relaxing in a private, serene setting, families enjoying the beach in a faith-conscious environment - was something I had analyzed in reports for over a decade.

But experiencing it firsthand was different. Turkey’s halal-friendly beach resorts are not just an industry success story; they are a testament to how faith and leisure can seamlessly coexist.

Since 2013, I’ve closely followed the evolution of halal beach resorts as part of my work with DinarStandard. We’ve studied their growth, measured their market potential, and advised industry leaders on how to tap into the growing demand of Muslim travelers.

Yet, nothing compares to actually experiencing the thoughtful hospitality, meticulous attention to Islamic values, and commercial success of these resorts. 

Turkish halal-friendly beach resorts have not only proven the economic viability of catering primarily to the Muslim market but have also set a precedent that OIC countries and investors should take note of.

While many Muslim-majority destinations continue to debate on how to accommodate Muslim travelers without alienating mainstream tourists, Turkey has quietly built an entire ecosystem of halal-friendly resorts that seamlessly integrate religious values with leisure - without compromise.

Strong business case for halal resorts
The halal resort sector in Turkey has emerged as a lucrative industry, with HalalBooking.com playing a pivotal role in its global expansion.

Initially, these resorts catered primarily to domestic travelers, but today, they attract a growing number of Muslim tourists from Europe, the Middle East, and beyond.

A testament to this success, HalalBooking recently secured $8 million in a Series B angel funding round, valuing the company at $125 million, and is currently in talks for a larger Series C round in 2025.

Their ability to attract significant investment underscores the commercial viability of halal tourism and highlights the growing demand for Muslim-friendly travel options.

Firsthand experience
Our first stop was Bera Alanya Hotel, where I was joined by a small group of women from the UK.

The hotel features a rooftop women-only pool, a fully private space where guests can wear regular swimsuits without worry. The women-only spa and hamam facilities enhance the experience, providing a relaxing, faith-conscious environment. Even the beach follows a modesty policy, ensuring a family-friendly atmosphere while allowing guests to enjoy the stunning Mediterranean coastline. Evening entertainment is also family-friendly, catering to all age groups.

The following day, after a morning visit to Alanya Castle and the city’s famous Red Tower, we headed to the Adin Beach Hotel.

A more boutique-style resort, Adin provides an upscale halal-friendly experience with separate pools for men and women, a strong focus on wellness, and a commitment to preserving an authentic Islamic hospitality.

Adin Beach Hotel also features a fully secluded women-only beach, which include water slides, cleverly enclosed with strategically placed giant retractable sails for privacy. As an all-inclusive resort, Adin offers lavish buffets, poolside snack bars, and even a pastry shop within the hotel.

Guests can enjoy virgin mojitos, Turkish coffee, and a variety of non-alcoholic drinks on a spacious beachfront terrace, which becomes a popular gathering spot for families in the evenings.

Islamic hospitality redefined
What sets Turkey’s halal resorts apart isn’t just their facilities, but the deep-rooted philosophy behind them. Many of these resorts are family-owned, ensuring a commitment to Muslim-friendly values and exceptional service.

The general manager of Bera Alanya Hotel, Ruhat Ülgen Cengiz, is one of the few female managers in the industry. She shared her perspective on what makes halal resorts unique, emphasizing that these resorts are not just about business but also about providing Muslim families with a space where they can relax, have fun, and stay true to their faith.

When asked about their marketing approach, she noted that guest satisfaction is their biggest marketing tool, with word-of-mouth being the primary driver of new business. About 40% of their guests are repeat customers. 

While domestic bookings have increased due to economic shifts, international travelers -particularly from Germany and the UK - continue to be a major source market.

Sustainability, ethical considerations
Sustainability and ethical considerations are key priorities for Bera Alanya Hotel. A major focus is reducing food waste. Excess food is donated to animal shelters, and the hotel is developing a project to convert food waste into animal feed, ensuring a responsible approach to waste management.

In solidarity with Palestinians in Gaza, Bera ensured no boycotted products were used on its premises. This decision, driven by guest expectations and a strong ethical stance, aligns with the broader trend of Muslim travelers seeking businesses that align with their values.

Following the 2023 Türkiye earthquake, the hotel chose not to host concerts, redirecting the entertainment budget to relief efforts and direct financial contributions to victims. This reflects a commitment to corporate social responsibility, recognizing that hospitality businesses play a role beyond just providing travel experiences.

Key industry takeaways

Turkey’s success with halal beach resorts is not just a tourism success story - it serves as a blueprint for OIC countries looking to tap into the global Muslim travel market.

•    Muslim-friendly travel is not a niche - it’s a mainstream opportunity. Turkey’s resorts prove that faith-based travel can be both profitable and sustainable.
•    Women’s leadership strengthens the sector, and is an intangible draw for female travelers.
•    Investment in halal tourism yields strong returns. HalalBooking’s expansion, including its $125 million valuation, is a clear indication of the sector’s strong financial potential.
•    Sustainability and ethics matter. Bera’s approach to ethical procurement and disaster relief shows that halal hospitality can integrate social responsibility while remaining commercially viable.

Reem El Shafaki is a partner at DinarStandard