Klook and the Hong Kong Tourism Board (HKTB) have launched a multi-market partnership aimed at making Hong Kong more accessible to Muslim travellers. The initiative builds on HKTB’s “Jelajah Hong Kong” campaign, which promotes Muslim-friendly experiences across the city.
The collaboration introduces a one-stop platform for Muslim-friendly activities, accommodations, and prayer-friendly day trips. Klook is leveraging its Kreator network in Singapore, Malaysia, and Indonesia to develop itineraries with firsthand recommendations.
Kenny Sham, General Manager for Hong Kong, Macau, and Thailand at Klook, said: “We are always thinking about how to create more inclusive travel experiences by leveraging our strengths in discovery, data-driven insights, and curated offerings.”
The partnership follows Klook’s earlier work with CrescentRating and HalalTrip, through which it became the first global experiences platform to offer verified Muslim-friendly ratings.
Hong Kong was recently named “Most Promising Muslim-friendly Destination of the Year” at the Halal in Travel Awards 2025. It also ranked third among non-OIC destinations and second globally in the Muslim Women Friendly Travel Destination category in the 2025 Global Muslim Travel Index.
Liew Chian Jia, Regional Director, Southeast Asia at HKTB, said: “This partnership with Klook marks a timely and meaningful collaboration that further positions Hong Kong as an inclusive and welcoming destination for Muslim travellers.”
According to GMTI, international Muslim arrivals reached 176 million in 2024 and are projected to hit 245 million by 2030. Klook reported a 43.5% increase in bookings to Hong Kong from Muslim travellers over the past year.
