Choosingjavascript:; a hotel or destination is rarely just about price, reviews, or attractive photos for Muslim travellers. It can also involve practical questions that shape the entire trip.
Dr Mohd Rushdi Mohd Amin, Senior Lecturer at the Faculty of Business and Communications, INTI International University, is among the researchers involved in the study titled “Artificial intelligence-driven approaches for halal tourism and hospitality: a framework for enhancing consumer trust and meeting Muslim travellers’ needs.”.
Is the food genuinely halal? Are prayer facilities available nearby? Can the hotel support religious needs? Can the travel recommendations be trusted?
These questions are becoming more important as Muslim travellers make up a growing segment of the global tourism industry. Industry estimates suggest there are about 176 million Muslim travellers worldwide, with the number expected to surpass 245 million by 2030. As the market grows, travellers are also looking for services that are convenient, reliable, and respectful of their religious values.
At the same time, artificial intelligence is changing how people plan and book travel. From hotel recommendations and personalised itineraries to chatbots and digital concierge services, AI is becoming more common in tourism and hospitality.
This raises a key question for halal tourism: can AI understand what Muslim travellers need and provide information they can trust?
Muslim travellers are more likely to use AI-driven tourism platforms when the services are user-friendly, transparent, secure, and designed to support their religious needs and values.
The question is explored in a recent study by researchers from INTI International University titled “Artificial intelligence-driven approaches for halal tourism and hospitality: a framework for enhancing consumer trust and meeting Muslim travellers’ needs.”
The study examines how AI can support halal tourism by helping travellers make decisions that are not only convenient but also aligned with Islamic values. According to Dr Mohd Rushdi Mohd Amin, Senior Lecturer at the Faculty of Business and Communications and one of the researchers involved in the study, trust is central to Muslim travellers’ use of AI-driven tourism services.
“For instance, AI applications could help verify halal certifications, recommend nearby prayer facilities, provide multilingual support, and protect users’ personal data responsibly,” explained Dr Mohd Rushdi.
However, the study notes that technology alone is not enough. For AI to be useful in halal tourism, it must be designed around the traveller’s values, concerns, and expectations.
The researchers proposed a framework centred on five areas that influence consumer trust in AI-enabled halal tourism services: usefulness, compatibility with Islamic values, user experience design, security and privacy, and innovation in service offerings.
In practical terms, this means AI travel tools must do more than provide fast recommendations. They must provide accurate information, explain how recommendations are made, protect personal data, and thoughtfully support users’ religious needs.
For example, an AI-powered platform could help travellers identify halal-certified restaurants, locate nearby mosques or prayer spaces, find Muslim-friendly hotels, and receive travel support in a language they are comfortable with. These features may seem simple, but they can make a major difference when travellers are in unfamiliar places.
Accuracy is especially important in halal tourism. An incorrect recommendation, an unclear halal status, or a poorly designed travel tool could affect more than just convenience. It could also affect a traveller’s confidence in the platform.
For Muslim travellers, choosing a hotel or destination increasingly depends on trust, from verified halal dining options to prayer-friendly facilities and recommendations that align with Islamic values.
Beyond individual travellers, the study points to opportunities for tourism providers, hotels, app developers, and policymakers to design digital services that are more inclusive, transparent, and responsive to Muslim consumers.
The research also raises a broader question facing many industries today: how can technology serve people in ways that are not only innovative but also ethical, culturally aware, and human-centred?
In halal tourism, that question carries real weight. Travel decisions are not only about where to stay or what to eat. For many Muslim travellers, they are also about comfort, confidence, and peace of mind.
For Muslim travellers, the issue is not only whether AI can make travel easier. It is whether the technology can provide information they can trust when it matters most