Hong Kong – Klook and the Hong Kong Tourism Board (HKTB) have launched their first multi-market partnership aimed at enhancing Hong Kong’s appeal as a Muslim-friendly destination.
The initiative, called ‘Jelajah Hong Kong,’ is HKTB’s first campaign focused on Muslim travelers. It is designed to address faith-based needs such as access to halal food, prayer facilities, and privacy considerations—factors that can influence travel planning for Muslim visitors.
“Travel planning to non-Muslim-majority destinations can be stressful when key information for our faith-based needs isn’t readily available,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip. “And navigating unfamiliar places among unfamiliar people can add to that anxiety. These gaps create feelings of discomfort or exclusion, undermining the very purpose of leisure travel, which is to enjoy new experiences with peace of mind.”
As part of the collaboration, Klook will offer a one-stop platform for Muslim-friendly activities, accommodations, and day trips. The company is also working with its Kreator network in Singapore, Malaysia, and Indonesia to produce curated itineraries with firsthand recommendations for travelers.
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. Working with HKTB, we are able to tighten the information gaps for Millennials and Gen Z Muslim travelers, thereby helping them to explore Hong Kong with confidence and comfort.”
The campaign builds on Klook’s recent partnership with CrescentRating and HalalTrip, which made the company the first global experiences platform to introduce verified Muslim-friendly ratings for activities and attractions.
“Since the launch of our Muslim-focused campaign, ‘Jelajah Hong Kong’, we’ve observed a growing level of interest and inquiries from Muslim travelers across our key source markets,” said Liew Chian Jia, regional director for Southeast Asia at HKTB. “Through this campaign, Hong Kong Tourism Board is strategically highlighting the city’s expanding range of Muslim-friendly offerings and experiences.”
“This partnership with Klook marks a timely and meaningful collaboration that further positions Hong Kong as an inclusive and welcoming destination for Muslim travelers. It also underscores our ongoing commitment to diversifying Hong Kong’s tourism appeal and meeting the evolving needs of global visitors,” she added.
According to GMTI, international Muslim arrivals reached 176 million in 2024, a 25% increase from the previous year, and are projected to grow to 245 million by 2030. Travel spending by this group is expected to reach USD $230 billion.
Klook reported similar trends, noting a 43.5% rise in bookings from Muslim travelers to Hong Kong over the past year, with theme parks and attractions among the most popular choices.
“We are delighted to see Hong Kong making significant strides towards becoming a more inclusive and welcoming destination for Muslim travelers. The partnership between Klook and HKTB is a good example of how collaborations can create meaningful, Muslim-friendly travel experiences to provide useful and relevant travel information for tourists,” Fazal said.
