HKTB and Klook partner up to enhance Muslim travel experience

The Hong Kong Tourism Board (HKTB) has partnered with Klook to enhance the Muslim travel experience in the city with a multi-market campaign.   

This comes after Muslim leisure travellers were observed to have faith-based needs when they explore new cultures during their visit to Hong Kong, such as access to Muslim-friendly food, prayer facilities, and privacy considerations. 

Also known as “Jelajah Hong Kong”, this enhanced multi-market campaign was created to elevate Hong Kong as a Muslim-friendly destination.  

As part of this partnership, Klook brings to life a one-stop shop of Muslim-friendly activities and accommodations, as well as prayer-friendly day trips to family attractions and cultural highlights. 

To bring these experiences to life, Klook taps into its Kreator network in key markets of Singapore, Malaysia, and Indonesia to develop and share curated itineraries, offering firsthand recommendations that give Muslim travellers the comfort and confidence to explore Hong Kong freely. 

Kenny Sham, general manager for Hong Kong, Macau, and Thailand at Klook, says: “We are always thinking about how to create more inclusive travel experiences by leveraging our strengths in discovery, data-driven insights, and curated offerings. Working with HKTB, we are able to tighten the information gaps for Millennials and Gen Z Muslim travellers, thereby helping them to explore Hong Kong with confidence and comfort." 

For Klook, this campaign follows its partnership with CrescentRating and HalalTrip. Through this, Klook became the first global experiences platform to offer verified Muslim-friendly ratings, allowing users to easily identify activities and attractions that align with their faith-based needs. 

Liew Chian Jia, regional director, Southeast Asia of the Hong Kong Tourism Board (HKTB), said: "Since the launch of our Muslim-focused campaign, 'Jelajah Hong Kong', we’ve observed a growing level of interest and inquiries from Muslim travellers across our key source markets. Through this campaign, Hong Kong Tourism Board is strategically highlighting the city’s expanding range of Muslim-friendly offerings and experiences.”  

“This partnership with Klook marks a timely and meaningful collaboration that further positions Hong Kong as an inclusive and welcoming destination for Muslim travellers. It also underscores our ongoing commitment to diversifying Hong Kong’s tourism appeal and meeting the evolving needs of global visitors,” added Chian Jia.   

“Travel planning to non-Muslim-majority destinations can be stressful when key information for our faith-based needs isn’t readily available,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip, global authorities in Muslim-friendly travel. “And navigating unfamiliar places among unfamiliar people can add to that anxiety.”  

“These gaps create feelings of discomfort or exclusion, undermining the very purpose of leisure travel, which is to enjoy new experiences with peace of mind,” he added. 

Muslim travellers play a significant role in Hong Kong's tourism industry. According to the newly released 2025 Mastercard-CrescentRating Global Muslim Travel Index (GMTI), international Muslim arrivals reached 176 million in 2024, marking a 25% increase from 2023.

This number is projected to grow to 245 million by 2030, with total travel spending expected to reach US$230 billion. These figures underscore the growing influence and immense economic potential of the global Muslim travel market.

Meanwhile, over the past 12 months, bookings to Hong Kong from the Muslim community have grown by 43.5%, with theme parks and attractions leading the way, according to Klook.  

“We are delighted to see Hong Kong making significant strides towards becoming a more inclusive and welcoming destination for Muslim travellers. The partnership between Klook and HKTB is a good example of how collaborations can create meaningful, Muslim-friendly travel experiences to provide useful and relevant travel information for tourists,” said Bahardeen.  

MARKETING-INTERACTIVE has reached out to Klook for more information. 

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