Maldives Halal Travel has concluded three major destination marketing campaigns across Bosnia and Herzegovina, the Philippines, and Malaysia, wrapping up the initiative on 20 June 2025. The campaign also marked the launch of the fourth edition of the Maldives Halal Travel Magazine, a significant milestone for both the platform and the Maldives tourism sector.
The campaigns, which ran from 18 to 20 June, aimed to position the Maldives as a premier Muslim-friendly destination. With Bosnia and Herzegovina and Malaysia being Muslim-majority countries, the campaign generated strong interest, particularly among Muslim honeymooners and families seeking halal-friendly holiday options.
In Malaysia, where the Maldives welcomed 19,846 visitors in 2024, the campaign capitalised on the growing connectivity offered by daily flights from AirAsia and Malaysia Airlines. As a result, Malaysia climbed to 21st place on the Maldives’ top source markets. Maldives Halal Travel partnered with Malaysia’s Islamic Tourism Centre (ITC) to strengthen outreach efforts, leveraging the country’s status as the world’s leading Muslim travel destination for 11 consecutive years.
Sarajevo, the capital of Bosnia and Herzegovina, has also been identified as a market with high potential. While Bosnian travellers spent over USD 300 million on global tourism in 2024, only 1,972 arrivals were recorded in the Maldives.
Meanwhile, in the Philippines—a Muslim-minority nation with an outbound travel market valued at USD 6.3 billion—Maldives Halal Travel focused its promotion in Davao City, the country’s third-largest urban centre.
According to the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, the global Muslim travel market is valued at USD 225 billion, with over 176 million travellers seeking halal travel options. Maldives Halal Travel aims to tap into this market and position the Maldives as the top halal honeymoon and family destination worldwide.
