muslim travel index europe - comcec · travel party 25% travelled with family including children...

MUSLIM TRAVEL INDEX EUROPE

Launched at The Halal Tourism Conference

Granada Conference and Exhibition Centre, Andalucia, Spain

"Global/Regional Trends and Policies in

Promoting Muslim Friendly Tourism Products and

Services"

Research Approach

We conducted a 10 minute online survey working with

an established panel provider.

The survey was conducted in 3 countries where previous

desk research identified Saudi Arabia, UAE & Malaysia

as being in the Top 10 for outbound travel expenditure

amongst OIC countries (Muslim majority countries)*.

The sample was defined as:

• Muslim

• All to follow a Halal Lifestyle

County Sample size

achieved

UAE 102

Saudi Arabia 100

Malaysia 201

Total 403

*Source: DinarStandard/Crescent: Global Muslim lifestyle travel market 2012

* In 2013, the UK saw 32.8 million visitors to the country from across the world spending £21 billion which was an increase of 12.7% on the previous year.

* A deeper look at the countries which spent the most money in the UK revealed a very interesting picture. The top three places were dominated by Muslim countries from the Middle East. This statistic is even more amazing when you consider that these Muslim countries do not even make the top 15 of visitors to the UK by numbers.

* In 2011, Gulf countries accounted for 37 percent of Muslim tourist spending even though they represent a mere three percent of the global Muslim population.

PREFACE

* They also projected that until at least 2020 Muslim international tourism will increase at a faster rate than the average rate for international tourism -- 4.79 percent versus 3.8 percent. At that point, the study says, overall annual spending for international Muslim tourism is expected to reach US $192 billion.

* In a global economy that is growing, halal tourism presents an excellent opportunity for the tourism sector. Not only can it lead to direct investment within the economy, the possibilities for the business sector who can provide services are endless.

* Over the last year we have seen many countries across the world make a concerted effort to target this sector. Everyone from Japan, Malaysia and Australia are now active in this field.

PREFACE

* With Muslims now getting bolder in their holiday destinations and looking beyond their traditional places, every country in the world can tap into the halal tourism market.

* Whereas a Muslim countries previously dominated the rankings of popular destination, the emerging trend shows that Muslims are now increasing their range to consider non-Muslim countries.

* Indeed, countries with a low Muslim population such as Bosnia and Herzegovina came high on a list of top halal friendly holiday destinations for 2014 based on how it accommodated the Muslim traveller from halal food availability, prayer facilities on offer and halal friendly accommodation.

PREFACE

Over half from Middle-East and Far-East have travelled to Europe for leisure purposes

England, Italy, Turkey, France and Germany are the most popular destinations of choice

Travellers from the Middle-East and Far-East are choosing to stay in apartments/flats over hotels

Facilities that allow Islamic travellers to follow a Halal lifestyle are important to everyone when considering to travel abroad

And providing Halal Food or appropriate praying facilities are the most important factors

There is room for improvement amongst the popular destination countries as around 1/3 rate the facilities catering to a Halal lifestyle as ‘average’

SUMMARY

PAST EUROPEAN TRAVEL

Q: Thinking about each time you have travelled to Europe for leisure purposes, which of the following countries have you visited?

45%

31%

29%

26%

20%

17%

14%

12%

9%

8%

7%

5%

5%

5%

5%

England

Italy

Turkey

France

Germany

Spain

Austria

Netherlands

Greece

Sweden

Belgium

Denmark

Hungary

Republic of Ireland

Portugal

Top 15 European Destinations

Top 15 Destinations travelled to by Middle

Eastern & Far Eastern Travellers

Source: Visited European countries: 221

Q: Thinking about each time you have travelled to Europe for leisure purposes, which of the following countries have you visited?

39%

35%

32%

30%

29%

28%

14%

13%

13%

12%

9%

9%

7%

6%

6%

Italy

Turkey

Spain

England

France

Germany

Sweden

Austria

Netherlands

Belgium

Cyprus

Romania

Denmark

Bulgaria

Greece

Saudi Arabia

42%

26%

24%

22%

16%

14%

14%

10%

8%

4%

4%

4%

4%

4%

4%

England

Italy

Turkey

Germany

France

Austria

Netherlands

Greece

Spain

Belgium

Denmark

Hungary

Poland

Sweden

Scotland

UAE

57%

28%

27%

27%

15%

14%

12%

11%

11%

8%

8%

8%

6%

6%

6%

England

France

Italy

Turkey

Austria

Germany

Spain

Greece

Netherlands

Hungary

Portugal

Scotland

Belgium

Republic of…

Wales

Malaysia

Top 15 Destinations from outbound Market

Source: Visited Europe, Saudi Arabia: 69* UAE: 50, Malaysia: 102

45% have visited England from Middle-East/Far-East, with the majority of visitors coming from UAE and Malaysia

Length of visit

29% of those who visited England stayed for less than 7 days whilst a further 24% stayed for 10 days

Travel Party

25% travelled with family including Children aged under 16

Reason for Travel

43% travelled to England for a holiday break with family whilst a further 22% said it was their annual holiday 18% said it was a holiday break with friends

Reason for Destination Choice 69%

57%

43%

42%

38%

36%

20%

20%

20%

12%

9%

There are many places to go sight-seeing

It has a cooler weather climate compared to…

It has great cultural values I wanted to…

The shopping in this country is very good

It is a family friendly environment

The country has a lot of history I wanted to…

There are many places to eat out

There are many places for late night…

There are many flights available from where I…

It has a lot of Islamic heritage

It has a warm weather climate

ENG

63% rated England Excellent/Good for catering well for a Halal Lifestyle

England as a destination Choice

Source: Visited England: 100

31% have visited Italy from Middle-East/Far-East, with the majority of visitors coming from Saudi Arabia

Reason for Destination Choice

65%

50%

41%

40%

35%

34%

29%

25%

25%

21%

13%

There are many places to go sight-…

It has great cultural values I wanted…

The shopping in this country is very…

The country has a lot of history I…

It has a cooler weather climate…


There are many flights available from…





ITA Length of visit

38% of those who visited Italy stayed for less than 7 days whilst a further 25% stayed for 10 days

Travel Party


Reason for Travel

37% travelled to Italy for a holiday break with family whilst a further 24% said it was their annual holiday 21% said it was a holiday break with friends

58% rated Italy Excellent/Good for catering well for a Halal Lifestyle

Italy as a destination Choice

Source: Visited Italy: 68

29% have visited Turkey from Middle-East/Far-East, with the majority of visitors coming from Saudi Arabia

Reason for Destination Choice

63%

50%

50%

45%

38%

38%

31%

25%

23%

20%

17%


It has great cultural values I wanted to experience

There are many places to go sight-seeing

The country has a lot of history I wanted to…

It has a cooler weather climate compared to…


The shopping in this country is very good


There are many flights available from where I live



TUR Length of visit

80% of those who visited Turkey stayed for up to 10 days

Travel Party


Reason for Travel

45% travelled to Turkey for a holiday break with family whilst a further 22% said it was their annual holiday

91% rated Turkey Excellent/Good for catering well for a Halal Lifestyle

Turkey as a destination choice

Source: Visited Turkey: 64

TRAVEL EXPENDITURE

Expenditure – Saudi Arabia

Q: Approximately how much do you typically spend per person on the following when booking a holiday?

49%

31%

12%

4%

4%

Less than 6,500 Riyal

6,500 – 12,500 Riyal

12,500 – 19,000 Riyal

19,000 – 25,000 Riyal

25,000 + Riyal

Flights

28%

35%

21%

9%

7%

Accommodation

KEY:

Less than 6,500 Riyal = Less than £1000

6,500-12,500 Riyal = £1000 - £2000

12,500 – 19,000 Riyal = £2000 - £3000

19,000 – 25,000 Riyal = £3000 - £4000

25,000 + Riyal = £4000+

Source: Saudi Arabia: 100

Q: Approximately how much do you typically spend per person on the following whilst on holiday?

68%

26%

2%

0%

4%

Less than 6,500 Riyal

6,500 – 12,500 Riyal

12,500 – 19,000 Riyal

19,000 – 25,000 Riyal

25,000 + Riyal

Food & Drinks

49%

24%

19%

5%

3%

Excursions

66%

12%

9%

6%

7%

Travelling

53%

26%

10%

8%

3%

Souvenirs

41%

25%

14%

9%

11%

Shopping

KEY:

Less than 6,500 Riyal = Less than £1000

6,500-12,500 Riyal = £1000 - £2000

12,500 – 19,000 Riyal = £2000 - £3000

19,000 – 25,000 Riyal = £3000 - £4000

25,000 + Riyal = £4000+

Expenditure – Saudi Arabia

Source: Saudi Arabia: 100

Expenditure – UAE


75%

22%

4%

0%

0%

Less than 6,000 Dirham

6,000 – 12,500 Dirham

12,500 – 18,500 Dirham

18,500 – 24,500 Dirham

24,500 + Dirham

Flights

65%

28%

7%

0%

0%

Accommodation

KEY:

Less than 6,000 Dirham = Less than £1000

6,000-12,500 Dirham= £1000 - £2000

12,500 – 18,500 Dirham= £2000 - £3000

18,500 – 24,500 Dirham= £3000 - £4000

24,500 + Dirham= £4000+

Source: UAE: 102

Expenditure – UAE


91%

8%

1%

0%

0%

Souvenirs

83%

15%

2%

0%

0%

Excursions

85%

8%

5%

1%

1%

Travelling

91%

7%

2%

0%

0%

Less than 6,000 Dirham

6,000 – 12,500 Dirham

12,500 – 18,500 Dirham

18,500 – 24,500 Dirham

24,500 + Dirham

Food & Drinks

66%

24%

6%

3%

2%

Shopping

KEY:

Less than 6,000 Dirham = Less than £1000

6,000-12,500 Dirham= £1000 - £2000

12,500 – 18,500 Dirham= £2000 - £3000

18,500 – 24,500 Dirham= £3000 - £4000

24,500 + Dirham= £4000+

Source: UAE: 102

Expenditure – Malaysia


68%

26%

4%

1%

0%

Less than 5,500 Ringgit

5,500 – 11,000 Ringgit

11,000 – 16,000 Ringgit

16,000 – 21,500 Ringgit

21,500 + Ringgit

Flights

67%

25%

5%

3%

0%

Accommodation KEY:

Less than 5,500 Ringgit = Less than £1000

5,500-11,000 Ringgit = £1000 - £2000

11,000 – 16,000 Ringgit = £2000 - £3000

16,000 – 21,500 Ringgit = £3000 - £4000

21,500 + Ringgit = £4000+

Source: Malaysia: 201

Expenditure – Malaysia


72%

17%

7%

1%

1%

Shopping

89%

7%

3%

0%

0%

Souvenirs

80%

14%

4%

2%

0%

Excursions

86%

11%

2%

0%

0%

Travelling

85%

14%

1%

0%

0%

Less than 5,500 Ringgit

5,500 – 11,000 Ringgit

11,000 – 16,000 Ringgit

16,000 – 21,500 Ringgit

21,500 + Ringgit

Food & Drinks

KEY:

Less than 5,500 Ringgit = Less than £1000

5,500-11,000 Ringgit = £1000 - £2000

11,000 – 16,000 Ringgit = £2000 - £3000

16,000 – 21,500 Ringgit = £3000 - £4000

21,500 + Ringgit = £4000+

Source: Malaysia: 201

IMPORTANCE OF HALAL LIFE STYLE

FRIENDLY FACILITIES

Facilities catering to a halal lifestyle are important to almost all

travellers when considering where to travel to

Q: When thinking about travelling abroad, how important is it that a country has good facilities enabling you to follow a Halal Lifestyle?

70%

23%

4%

3%

Very Important

Important

Not important

Not at all important

Importance of facilities catering for a Halal Lifestyle when travelling abroad

All

travelled

to Europe

Saudi

Arabia UAE Malaysia

95% 86% 93% 98% 93%

Source: Total Base: 403, All travelled to Europe: 221, Saudi Arabia: 100, UAE: 102, Malaysia: 201

Halal food, praying and separate leisure facilities are

all important factors that travellers look for

Q: When you are thinking about countries to travel to, how important is it that a country allows you to practice the following aspects of a Halal lifestyle?

83%

62%

37%

24%

27%

14%

27%

26%

28%

24%

Provides Halal food

Provides praying facilities

Separate leisure facilities for men andwomen (such as separate swimming pools)

Separate eating areas for families and men

There are private beaches available

Very Important Important

Top 2 Box:

97%

89%

63%

52%

51%

93%

85%

62%

64%

54%

98%

83%

62%

55%

59%

99%

93%

64%

44%

44%

Saudi Arabia

(Top 2 Box):

UAE

(Top 2 Box):

Malaysia

(Top 2 Box):

All travelled to

Europe

(Top 2 Box):

96%

85%

61%

50%

54%

Source: Total Base: 403, All travelled to Europe: 221, Saudi Arabia: 100, UAE: 102, Malaysia: 201

The Future

Halal Tourism Conference 2016

muslim travel index europe - comcec · travel party 25% travelled with family including children...

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