Carolyn Hong In Kuala Lumpur

Online guides and firms are sprouting andadapting to cater to a new generation of travellers who are 'more Islamic andmore global'

It wasn't the first time that Ms AnisIbrahim had performed her daily prayers while on the road - but it wascertainly an unusual experience to pray inside a tiny bunk on a swaying Russiantrain.

The train was en route from St Petersburgas part of her overland journey from Russia to Kuala Lumpur in 2012. No onebatted an eyelid, although she recalled noticing a tourist taking a video ofher praying in a hostel bunk in New Zealand. "I guess this was the firsttime she had seen a Muslim pray!"

As a seasoned traveller, Ms Anis, who is inher 40s, has become adept at merging her Muslim obligations with wanderlust.She obeys the religion's requirements on halal food, daily prayers and theRamadan fast, whether she is on long train journeys or hikes, such as theeight-day one on the 150km West Highland Way in Scotland in 2016.

“To me, travel is a way of appreciatinglife, and that has made me closer to God," she said.

The number of Muslim travellers like MsAnis is growing rapidly, presenting a new niche for small businesses that havesprung up to serve their needs, from Muslim tours to halal apps and Web guides,largely set up by young entrepreneurs who are well-travelled and tech-savvy.

A survey released last October by researchgroup J. Walter Thompson Intelligence noted that the global Muslim consumermarket - estimated to be worth US$1.9 trillion (S$2.6 trillion) - has been thesubject of increased focus over the last few years.

Called The New Muslimah: South-east AsiaFocus, the survey of young Muslim women found them to be increasingly cosmopolitanin their outlook, while more religiously observant than their elders - both"more Islamic and more global" at the same time.

Around one-third of the women aged 18 to 39surveyed in Malaysia and Indonesia said they travelled abroad annually - withover 70 per cent choosing their destination based on the availability of halalfood and accommodation.

Above: Ms Elaine Tee (left) and TengkuSuzana Tengku Abdul Kadir, who run Have Halal Will Travel, on a trip inAmsterdam.  PHOTOS: COURTESY OF HHWT AND ANIS IBRAHIM

While the study focused on Muslim women,the same holds true for Muslim men in South-east Asia.

FILLING THE GAP

Malaysian-founded Halal Navi andSingapore-based website Have Halal Will Travel both operate smartphone apps anddigital guidebooks for the Muslim traveller. Both were created and are run byyoung Muslims aged below 30 who had found it difficult to navigate the road andtheir faith at the same time.

Halal Navi started in 2014 and Have HalalWill Travel a year later. Both fill the information gap on halal eateries,places to pray, Muslim-friendly accommodation and halal grocery stores in alight-hearted and fun manner.

Halal Navi was launched by Malaysian ITengineer Rafiq Rahim, who had to rely heavily on tips from friends on gettinghalal food while studying and working in Tokyo.

"It was especially difficult when wewent to places like Hokkaido, where we didn't know anyone," said Ms AidaNur Ariza, who was Mr Rafiq's colleague in Tokyo, and now the project managerof Halal Navi.

Halal Navi project manager Aida Nur Ariza(left) and her colleague, Ms Nur Aqalili Azizan (far left), in Kyoto, Japan.While Halal Navi's focus is still on Japan, users have also begun to providetips on halal restaurants in other countries such as South Korea, Thailand andGermany. PHOTO: HALAL NAVI

Mr Rafiq suggested to their Japaneseemployer that a smartphone app be set up to enable Muslims in Japan to sharetips, thus creating a crowd-sourced guide. The app took off in 2014 and a yearlater, the team moved to Kuala Lumpur. Run by Malaysians, it continues to befunded by several Japanese investors.

"Halal Navi is an entirelycommunity-based service, much like getting tips from friends," said MsAida.

The eateries are listed as halal-certified,pork-free or vegetarian, and users can also provide information on whether theyserve alcohol or non-halal dishes. To be listed, the restaurant must, at thevery least, serve a few meat-free dishes or seafood dishes cooked withoutalcohol.

Listings are user-verified. Each listingwill show verifications about its status, and users make their own decisions onwhether to dine there.

Ms Aida said different types of restaurantsare listed as people have different religious standards. It now lists over 800restaurants in Japan, alongside halal grocers and prayer rooms.

While the focus is still on Japan, usershave also begun to provide tips on halal restaurants in other countries such asSouth Korea, Thailand and Germany.

More than 80,000 users have registered touse the app, and it also has 95,000 Facebook followers and more than twomillion views a month. Halal Navi is now working with tourism bodies in Japanto create promotional content that appeals to the tech-savvy young.

"The business potential is huge asmore countries want to welcome Muslim tourists, not just Japan," said MsAida.

Have Halal Will Travel has also beengreeted with enthusiastic response, with 8.5 million views a month, said one ofits founders, Mr Mikhail Goh, 28. Most of the views are from Malaysia,Indonesia and Singapore.

The idea for a halal guide was sparkedafter its founders found it difficult to find halal food in South Korea whilethey were on a student exchange programme in 2014.

Have Halal Will Travel is run by Mr Goh andhis wife, Tengku Suzana Tengku Abdul Kadir, 27, both Muslims, and theirnon-Muslim friend, Ms Elaine Tee, 27.

It now covers four countries, providinginformation on halal restaurants, places to pray, Muslim-friendly accommodationand other destination tips. More than 1,000 restaurants are listed, rangingfrom halal-certified to Muslim-owned to pork-free or vegetarian. The site doesnot list those that serve pork.

"We provide information so that peoplecan make an informed choice, but we don't impose our choices," said MrGoh.

Have Halal Will Travel also creates contentfor several tourism boards and companies such as AirAsia on promoting travel toMuslims.

TRAVEL AGENCIES COME ABOARD

Traditional travel agencies have also begunto adapt to the change in the scene through the setting up of Muslim tours,where travel is combined with religious needs and cultural interest.

Ms Hasleeza Hamid from the Muslim traveldivision of Sedunia Travel said this service was set up in 2016 because ofdemand from the firm's predominantly Malaysian Muslim clientele.

Muslim tours are identical to regular toursbut with halal-certified meals and prayer times observed. Islamic culturalsights are also often included to enable visitors to see how Islam is practisedabroad.

"We have been running tours for theMalaysian Muslim market since 1976 but in recent years, many prefer to havemeals with halal certification stated in black and white, rather than justpork-free meals," she said.

These tours now make up 20 to 30 per centof Sedunia Travel's business and are particularly popular with familiestravelling in large groups or with young children.

Farther afield, well-heeled investors havealso launched luxury halal resorts and retreats, and Muslim holiday homes.According to the State of the Global Islamic Economy Report 2017/18, producedby Thomson Reuters, Muslims worldwide spent US$169 billion on travel in 2016,excluding pilgrimages to Mecca, and this figure continues to grow.

In Muslim travel, food and prayer needsgenerally rank as the most important.

Ms Anis, who has been travelling for thebetter part of two decades, does not neglect her religious practices but staysflexible and adaptable. When it comes to food, experience tells her that halaleateries can often be found near a mosque, but if she can't find one, she optsfor vegetarian meals or seafood. When all options run out, there are alwaysinstant noodles.

TRAVEL FOR THE SOUL

These new businesses are confident themarket will grow.

"The demand has always been there, andnew services like (Have Halal Will Travel) are also acting as catalysts to growthe market," Mr Goh said.

Promoting travel has become a mission forthe Have Halal Will Travel team. He added: "Food is such a great way forpeople to get together. We would like to bridge this by telling people where tofind halal options for local food so they can travel and eat together, Muslimsand non-Muslims. Travel can be a force for peace."

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