Serving Muslim Travellers in Non-Muslim Countries: Ecosystem Gaps, Trust, and Opportunity

Abstract

The continued growth of Muslim travel presents significant opportunities for non-Muslim destinations while highlighting the need for more inclusive and coordinated tourism systems. Although previous studies have examined halal food, prayer facilities, destination image, and traveller behaviour, limited attention has been given to how these elements collectively influence destination readiness. This study addresses that gap through a Systematic Literature Review guided by the PRISMA 2020 framework. Following a structured screening process, 22 peer-reviewed studies published between 2010 and 2026 were analysed using inductive thematic analysis. Three interconnected themes emerged: destination ecosystem gaps, trust, and destination opportunities. The findings indicate that fragmented halal services, inconsistent certification, limited digital information, and weak stakeholder coordination reduce traveller confidence and weaken destination readiness. Trust was identified as the central mechanism linking destination capability with positive outcomes, including stronger destination image, visitor satisfaction, SME participation, digital innovation, tourism competitiveness, and sustainable tourism development. Based on these findings, the study proposes the Ecosystem Gaps, Trust and Opportunity (EGTO) Framework, which reconceptualises Muslim-friendly tourism as a destination capability model. The framework provides policymakers and tourism practitioners with a structured approach for strengthening destination readiness while enhancing traveller confidence and long-term destination competitiveness.