Hospitality with heart: Hong Kong’s rise as a Muslim-friendly city

This post is sponsored by Hong Kong Tourism Board (HKTB).

Muslim travel is one of the fastest-growing segments of Southeast Asia’s tourism landscape and destinations are rethinking how to create more inclusive and culturally aware experiences.

The Hong Kong Tourism Board (HKTB) has taken a proactive approach, positioning the city as a destination that warmly welcomes Muslim travellers. Through recognised accreditation, focused outreach and strong partnerships across the region, its progress was highlighted at the Halal in Travel Awards 2025, where Hong Kong was awarded Most Promising Muslim-Friendly Destination of the Year. The award reflects its growing appeal among visitors from Indonesia, Malaysia, and neighbouring markets.

Setting a new standard for inclusivity

Building on its commitment to welcome Muslim travellers, HKTB introduced a Muslim-friendly accreditation programme in 2024 in collaboration with CrescentRating, a leading authority on halal travel. The initiative focuses on strengthening accessibility and trust while helping tourism partners adopt clear, consistent Muslim-friendly standards.

Together with Hong Kong’s local certification body, the Incorporated Trustees of the Islamic Community Fund in Hong Kong, CrescentRating conducted a series of seminars for hotels, attractions, and F&B operators to deepen their understanding of Muslim guests' needs and cultural practices.

The impact has been tangible. To date, 62 hotels are accredited as being Muslim-friendly while halal-certified F&B outlets have nearly doubled, reaching 191 in total. Several major attractions and MICE venues now meet international benchmarks for Muslim-friendly hospitality.

Hong Kong’s efforts are reflected in CrescentRating’s Global Muslim Travel Index (GMTI) 2025, where it ranks:

• 1st in Muslim-friendly accessible travel among non-OIC destinations
• 2nd in safety for Muslim women travellers among non-OIC destinations
• 3rd for Muslim-friendliness among non-OIC destinations

Liew Chian Jia, regional director of Southeast Asia, HKTB, shared, “We are heartened to see our work being recognised. The past year has been about building trust through thoughtful experiences and strong partnerships, and this win motivates us to deepen our commitment to Muslim travellers across the region.”

Marketing that builds connection

Accreditation forms only part of HKTB’s wider strategy. To connect emotionally with Muslim travellers, HKTB launched Jelajah Hong Kong, a campaign celebrating culture, comfort, and discovery.

The campaign featured Muslim talents exploring Hong Kong’s landmarks and neighbourhoods, from Victoria Harbour to Sheung Wan, offering fresh perspectives on the city. It resonated with family travellers seeking assurance that their needs would be respected and met, as well as with Gen Z audiences looking for authentic experiences.

Complementing the campaign is a digital Muslim travel guide, the Jelajah Hong Kong Muslim guide, detailing popular districts, prayer facilities, and halal dining options, all accessible on a refreshed Muslim travel page on DiscoverHongKong.com. The revamped Muslim travel page includes complete listings of Halal dining spots and Crescent Rated Muslim-friendly hotels, making it easier than ever for travellers seeking Muslim-friendly travel information.

Partnerships that strengthen regional ties

HKTB continues to nurture regional engagement through community-driven initiatives across Southeast Asia. Annual Buka Puasa gatherings in Indonesia and Malaysia, familiarisation trips for Muslim trade and media representatives, and multi-market campaigns with partners such as Klook have all fostered closer regional ties and greater understanding of Hong Kong as a choice holiday destination.

In Indonesia, HKTB collaborated with modest fashion label Nada Puspita on a Hong Kong-inspired collection and campaign. Led by designer and influencer Indah Nada Puspita, it showcased creativity and cultural understanding while reinforcing Hong Kong’s diverse appeal.

In Malaysia, HKTB partnered with the producers of Projek Bapak Bapak, a popular travel reality series featuring Jalaluddin Hassan, Ramli MS, Roy Azman, and Mustapha Kamal. The show followed their experiences exploring Muslim-friendly Hong Kong, blending cultural exchange with humour and relatability.

More industry recognition and city-wide collaboration

These collaborations across Southeast Asia have been strengthened by support from partners within Hong Kong itself. Hotels, attractions, and event venues have played a key role in shaping experiences that feel welcoming and consistent for Muslim travellers, and many of them have now earned commendations.

The Mira Hong Kong and Kowloon Shangri-La were named Muslim-Friendly Hotels of the Year. Both demonstrated strong service standards and thoughtful offerings tailored to Muslim guests.

“Muslim travellers seek comfort and connection when they explore new places,” said a spokesperson from The Mira Hong Kong. “We’ve shaped our experience around that, from halal-certified dining and Arabic-speaking staff to a team trained to understand cultural nuances. Even our Michelin-recommended restaurant, Cuisine Cuisine, serves authentic halal Cantonese dishes so guests can savour Hong Kong’s flavours with peace of mind.”

Beyond hotels, other sectors have also been recognised. Ngong Ping 360, one of the city’s most popular tourist experiences, received Muslim-Friendly Attraction of the Year. The Hong Kong Convention and Exhibition Centre was named Muslim-friendly Convention and Exhibition Centre of the Year, highlighting its appeal for business events and meetings.

Momentum is also driven by coordinated efforts across multiple stakeholders. The 2025 Policy Address introduced the Halal Certification Funding Scheme for restaurants, the local Muslim community successfully launched Hong Kong’s first outdoor Halal Food Festival in April 2025, and the Hong Kong Trade Development Council’s Food Expo in August 2025 featured over 120 halal exhibitors. These government-backed, community-led, and trade-driven initiatives, combined with rapid growth in certified F&B outlets and accredited hotels, demonstrate that enhancing Muslim-friendliness has become a genuine city-wide priority.

Looking ahead

HKTB plans to expand partnerships, content collaborations, and marketing initiatives into 2026 to maintain momentum. Hong Kong’s evolution into a Muslim-friendly destination illustrates how inclusivity and cultural respect can redefine a city’s identity for modern travellers.