Klook Launches First Multi-Market Partnership to Enhance Muslim Travel Experience

International

Klook and the Hong Kong Tourism Board (HKTB) have announced the launch of their first-ever multi-market campaign, designed to position Hong Kong as a welcoming and inclusive destination for Muslim travelers.

Muslim leisure travelers share the same motivations as others — to explore new cultures, discover local experiences, and create meaningful memories. The difference lies in ensuring their journeys align with faith-based needs such as access to halal food, prayer facilities, and privacy.

This insight has inspired Jelajah Hong Kong, HKTB’s pioneering campaign now enhanced through a partnership with Klook. The initiative offers a dedicated platform for Muslim-friendly activities, accommodations, and prayer-friendly day trips to family attractions and cultural highlights.

To further support travelers, Klook is leveraging its Kreator network across Singapore, Malaysia, and Indonesia to share curated itineraries and firsthand recommendations, helping Muslim visitors feel confident and comfortable while exploring Hong Kong.

“Travel planning to non-Muslim-majority destinations can be stressful when information about faith-based needs isn’t readily available,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip. “These gaps can create feelings of discomfort or exclusion, undermining the very purpose of leisure travel. Initiatives like this help close those gaps and foster peace of mind.”

Kenny Sham, General Manager for Hong Kong, Macau, and Thailand at Klook, added: “We are committed to creating more inclusive travel experiences by harnessing our strengths in discovery, data-driven insights, and curated offerings. Working with HKTB allows us to close information gaps for Millennial and Gen Z Muslim travelers, enabling them to explore Hong Kong with confidence.”

The campaign builds on recent progress. Klook became the first global experiences platform to provide verified Muslim-friendly ratings in partnership with CrescentRating and HalalTrip, making it easier for travelers to identify faith-aligned activities and attractions. Meanwhile, Hong Kong has gained global recognition as a Muslim-friendly destination. At the Halal in Travel Awards 2025, the city was named Most Promising Muslim-friendly Destination of the Year. It also ranked third among non-OIC (Organization of Islamic Cooperation) destinations and second globally in the Muslim Women Friendly Travel Destination category of the 2025 Global Muslim Travel Index (GMTI).

“Since launching our Muslim-focused campaign, Jelajah Hong Kong, we have seen growing interest and inquiries from Muslim travelers across key markets,” said Liew Chian Jia, Regional Director, Southeast Asia of HKTB. “Our collaboration with Klook further strengthens Hong Kong’s positioning as an inclusive and welcoming destination while underscoring our commitment to diversifying the city’s tourism appeal.”

The GMTI reports that international Muslim arrivals reached 176 million in 2024, a 25% increase from 2023, with projections of 245 million by 2030 and an estimated USD $230 billion in travel spending. Supporting this trend, Klook has recorded a 43.5% increase in bookings from the Muslim community to Hong Kong in the past year, with theme parks and attractions leading demand.

“We are delighted to see Hong Kong making strong progress in becoming a more inclusive destination,” added Fazal Bahardeen. “This partnership is a powerful example of how collaboration can deliver meaningful, Muslim-friendly travel experiences.”

The gateway to Muslim-friendly travel in Hong Kong begins here:

Singapore: English

Malaysia: English | Bahasa Melayu

Indonesia: Bahasa Indonesia