Muslim Friendly Tourism Boosting in Japan

Japan is experiencing a significant surge in Muslim travelers, leading to a boom in halal restaurants and Shariah-compliant hotels. This trend presents a substantial opportunity for Malaysian halal products to penetrate the Japanese market.

In response to the increasing number of Muslim visitors, several Japanese companies have established Shariah-friendly accommodations, including a notable hotel at the base of Mount Fuji. These hotels not only provide traditional Japanese-style halal cuisine but also ensure alcohol-free environments and Qibla direction indicators in guest rooms.

Japan’s international airports have also enhanced their facilities to cater to Muslim travelers. New prayer rooms have been installed, and halal food options are now available, part of a broader initiative to make Japanese airports more welcoming to Muslim visitors.

Last month, Japan made headlines by hosting its first-ever fashion show for Muslim women, held in conjunction with the Halal Expo Japan in Tokyo. The event showcased around 10 brands, predominantly from Singapore, displaying a range of modest fashion designs tailored to Muslim women.

The growth in Muslim tourism to Japan can be attributed to several factors, including the rise of social media and the availability of low-cost air travel from Southeast Asia. In 2017, Japan welcomed nearly 360,000 Indonesian tourists, a significant increase from 80,000 in 2010. This trend underscores Japan’s growing appeal as a destination for Muslim travelers, driven by improved accessibility and a more welcoming environment.

Halal hotels in Japan have become increasingly popular, offering amenities such as halal-certified Japanese cuisine, alcohol-free premises, and Qibla direction indicators in rooms. This aligns with the rapid expansion of the global Muslim travel market over the past decade.

The World Tourism Organization highlighted that Asia was the second-most visited region globally in 2017, following Europe. This growth is fueled by the widespread use of mobile technology, the Internet, and a rising interest among millennials in exploring new travel destinations.

Mobile applications like Halal Trip are playing a crucial role in enhancing the travel experience for Muslim tourists. These apps provide essential services such as Qibla directions, prayer times, and locations of nearby halal restaurants, making travel more convenient and enjoyable.

The top spenders in the Muslim travel market are travelers from Saudi Arabia and the UAE, who collectively spent over USD 40 billion globally last year. Indonesia ranks third in expenditure with USD 7.5 billion, while Malaysia also represents a significant market segment.

The trend of younger Muslim travelers from Southeast Asia heading to destinations like Japan and South Korea is expected to continue. Japan’s tourism sector is experiencing record-breaking numbers of foreign visitors, with arrivals projected to hit 31 million in 2018, a dramatic increase from 6.2 million in 2011, following the 2011 Great East Japan Earthquake and tsunami.

Looking ahead to the Tokyo Olympics, there is considerable potential for Malaysian halal companies and certification bodies. MHC Co. Ltd, a Malaysian-owned company based in Shinjuku, is authorized to provide halal certifications to Japanese restaurants and food manufacturers. MHC’s goal is to expand the availability of halal dining options in Tokyo in preparation for the Olympics.

Additionally, Malaysia and Japan recently signed a memorandum of cooperation (MoA) to enhance their halal market collaboration. The MoA, signed in Tokyo by Malaysian Entrepreneur Development Minister Datuk Seri Mohd Redzuan Md Yusof and Japanese Economy, Trade, and Industry Minister Hiroshige Seko, aims to boost halal market opportunities in both countries. Discussions with the Tokyo Olympic Council (TOC) include plans to provide halal Malaysian food for the Olympics, with a target of achieving 40 to 45 percent halal certification for food and beverages at the Olympic Village and related events.

The strategic partnerships and growing investment in halal tourism infrastructure are setting the stage for a more inclusive and accommodating environment for Muslim travelers in Japan, further strengthening the ties between Malaysia and Japan in the halal sector.