Muslim Friendly Tourism Boosting in Japan

For years, Japan has drawn tourists from all corners of the world, captivated by its scenic landscapes, centuries-old traditions, and ultra-modern cities. But in recent times, the country has seen a significant rise in a specific type of visitor — the Muslim traveler. From Shariah-compliant hotels to halal-certified restaurants, Japan’s hospitality industry is evolving to meet the growing demand for Muslim-friendly tourism.

This shift is more than just a response to increasing tourist numbers. It marks a broader strategy by Japan to tap into the growing Muslim travel market, which continues to expand each year. For Malaysian halal businesses, this development presents a valuable opportunity to enter a market where demand for halal products is steadily increasing.

Dig deeper: Can Muslim Countries Learn Any Lessons from Japanese Tourism Industry?

Japan’s transformation into a Muslim-friendly destination did not happen overnight. The need to cater to diverse travelers has become more urgent, especially after the reopening of global tourism post-pandemic. Realizing the potential for a surge in Muslim tourists, Japan’s hospitality sector began to roll out a series of initiatives to make the country more inclusive. This included opening halal-certified restaurants, establishing prayer spaces at airports, and providing halal certification for food and beverage products.

One of the most visible efforts can be seen in Japan’s Shariah-compliant hotels. A prominent example is a hotel near the base of Mount Fuji, where travelers can enjoy Japanese-style accommodations with halal meals, alcohol-free environments, and Qibla direction indicators in every guest room. The experience is designed to provide the essence of Japanese hospitality while respecting the religious and cultural needs of Muslim visitors.

At airports, the changes are equally apparent. Narita and Haneda, two of Japan’s largest airports, have installed prayer rooms and expanded the range of halal dining options. These additions are no small gesture. For Muslim travelers, the availability of halal meals and spaces for prayer signals a genuine effort by Japan to create a more inclusive travel experience.

Efforts like these have not gone unnoticed. In the Global Muslim Travel Index (GMTI) 2023, Japan ranked as the sixth most Muslim-friendly destination out of 138 countries. The index, produced by CrescentRating and Mastercard, evaluates how well countries cater to Muslim travelers. Japan’s rise in the rankings reflects not only its infrastructure improvements but also its success in marketing itself as a welcoming destination for Muslim tourists.

Cultural adaptation has gone beyond food and accommodation. Tokyo recently hosted a fashion show tailored specifically for Muslim women as part of the Halal Expo Japan. The event featured modest fashion collections from over 10 brands, many of them from Southeast Asia. From flowing abayas to elegant headscarves, the show highlighted Japan’s recognition of the growing market for modest fashion and its role in the larger halal economy.

Malaysia has played a major role in this transformation. Malaysian firms like MHC Co. Ltd, a halal certification company headquartered in Shinjuku, Tokyo, are leading the push for halal accreditation in Japan’s food and beverage sector. Their work extends beyond restaurants to include food manufacturers, retail chains, and catering services. Malaysian halal certifiers are working to ensure that a greater share of food and beverages in Japan meet halal standards. This role has become even more critical as Japan seeks to solidify its position as a prime destination for Muslim travelers from Southeast Asia and the Middle East.

The collaboration between Malaysia and Japan has been formalized through a memorandum of cooperation signed between the two countries. This agreement strengthens their partnership in developing the halal market and expanding trade opportunities for Malaysian businesses. For Malaysia, this is more than just a business venture — it is a chance to position itself as a leader in the global halal economy.

The rise in Muslim tourism to Japan is driven by several factors. First, social media has played a key role in promoting Japan as a safe, friendly, and welcoming destination. Travel influencers from Indonesia, Malaysia, and the Middle East have shared their experiences in Japan, inspiring thousands to follow in their footsteps. Second, affordable flights from Southeast Asia have made it easier for middle-class families to plan trips to Japan. Destinations like Tokyo, Osaka, and Kyoto are now more accessible than ever.

The numbers tell the story. In 2017, nearly 360,000 Indonesian tourists visited Japan, a sharp increase from just 80,000 in 2010. This trend has continued, with more travelers from Malaysia, Saudi Arabia, and the United Arab Emirates choosing Japan as a destination. Japan’s popularity among Muslim travelers is no accident — it is the result of deliberate, strategic actions to make the country more inclusive.

Travel apps have further enhanced the experience for Muslim tourists. Platforms like Halal Trip allow travelers to find halal-certified restaurants, locate nearby mosques, and check prayer times — all from their smartphones. This kind of digital convenience makes it easier for Muslim travelers to plan their trips with confidence, knowing that their dietary and religious needs will be met.

The economic impact of Muslim tourism is substantial. In 2022, Muslim travelers from Saudi Arabia and the United Arab Emirates spent over USD 40 billion globally. Indonesia and Malaysia are also major contributors to this market, with Indonesian tourists alone spending USD 7.5 billion on international travel. The growing purchasing power of Muslim travelers has become a key focus for Japan’s retail, fashion, and food sectors. Major department stores, including Isetan and Takashimaya, have begun offering halal-certified products to cater to the rising number of Muslim shoppers.

For Japanese businesses, the demand for halal-certified meals, modest fashion, and prayer-friendly facilities has become more important than ever. The influx of Muslim tourists means that halal products, religious-friendly hotel accommodations, and modest fashion are no longer niche offerings — they are becoming essential features of Japan’s larger hospitality strategy.

The growth potential is undeniable. While Japan’s response to Muslim-friendly tourism initially focused on attracting visitors during major international events, the long-term benefits for Japan’s tourism sector are far greater. As more Muslim travelers choose Japan as a vacation destination, the demand for halal-certified goods and services will only increase. This, in turn, creates a steady pipeline of opportunities for Malaysian halal exporters to expand their market share.

The story of Muslim tourism in Japan is one of transformation, partnership, and foresight. Japan’s decision to cater to this growing demographic has not only improved its position as a global tourism hub but has also strengthened its ties with Malaysia. The steady growth in the number of halal hotels, restaurants, and fashion shows reflects Japan’s commitment to serving the needs of Muslim travelers.

The link between Malaysian businesses and Japan’s halal economy is clear. Malaysian certification bodies are at the heart of Japan’s efforts to ensure halal compliance, and their ongoing involvement in Japan’s growing halal sector is expected to further solidify their role. Beyond one-time events, the demand for halal products in Japan is projected to rise as the country continues to attract Muslim travelers from around the world.

Muslim-friendly tourism is no longer just a trend. It has become a fundamental part of Japan’s broader tourism strategy. By focusing on inclusivity, Japan has created a travel experience that appeals to people from diverse backgrounds. For Malaysian businesses, the opportunity to be part of this story should not be missed.

The future of Japan’s tourism industry may well depend on its ability to cater to a diverse range of travelers. As Japan continues its transformation, one thing is certain: the presence of Muslim travelers is here to stay. The growing availability of halal options, modest fashion, and accessible religious facilities signals that Japan is ready to welcome all visitors with open arms. Malaysian businesses, with their expertise in halal products, have a chance to play a defining role in this new chapter of Japan’s tourism industry.