Last year, Taiwan was ranked third in the latest Global Muslim Travel Index (GMTI) 2023 report among non-OIC destinations, just behind Singapore and the United Kingdom. Taipei City has also won the “Most Promising Muslim-friendly City Destination of the Year (non-OIC)” for the first time. The “Jom Taiwan!” video will further enhance this portfolio
TAIPEI – The latest country to draw in Muslims to their country is, surprisingly, Taiwan. Understanding the stringent needs of the fastest growing religion in the world, the Taiwan Tourism Bureau has launched its 2024 Salam Taiwan Muslim-friendly travel promotional video, “Jom Taiwan!”
This is no surprise move as Taiwan is tapping on the global halal industry figures which is estimated to be worth around USD6.53 trillion. Growing at an estimated annual rate of 20%, the industry is valued at an average of USD560 billion a year. This makes it one of the fastest growing consumer segments in the world while the current Muslim population is 2.18 billion, which is 28.26% of the total population, increasing at 1.84% a year.
Over the last two decades, Islamic life style market has been growing as sharia’h complaint products
and services (e.g. halal food, Islamic tourism and Islamic finance) have become an important
component of the global economy. With an increasing awareness and expanding numbers of Muslim
tourists, many tourism industry players have started to offer special products and services, developed
and designed in accordance with the Islamic principles, to cater the needs and demands of these
tourists.
“Jom Taiwan!” Video Launching
The “Jom Taiwan!” video was launched here by Mr. Huang Yi-Cheng, Head of the International Division of the Tourism Bureau, and Mr. Chou Shi-Pi, Director of the Taipei Economic and Cultural Office in Kuala Lumpur, with Taiwan’s Muslim Travel Ambassador, celebrity Nabila Razali. Over 40 Malaysian media representatives were invited to experience Taiwan’s Muslim-friendly travel environment and its natural beauty.
From January to April 2024, Malaysian visitors to Taiwan exceeded 170,000, recovering to 97% of pre-pandemic levels, making Malaysia one of Taiwan’s key Southeast Asian markets. Since 2019, Taiwan has ranked among the top three non-OIC destinations in the Global Muslim Travel Index (GMTI), reflecting its recognition of the Muslim-friendly environment. This year, Taiwan is focusing its promotional efforts on the Malaysian Muslim travel market.
The Taiwan Tourism Bureau has used the “Salam Taiwan” brand since 2018 to position Taiwan as a welcoming destination for Malaysian Muslims. This year, they have invited Malaysian star Nabila Razali, with over 3.5 million social media followers, as the promotional ambassador. The new video, directed by Ooi Shi Wei from the Golden Horse Academy and Muslim community influencer Neollene, highlights Taiwan’s urban trends, eco-friendly travel, adventurous romance, and cultural experiences.
Nabila shared her experiences from her previous trips to Taiwan, visiting attractions like Bitou Cape, Yangmingshan, Jingtong Station on the Pingxi Line, and various theme parks. She tasted Taiwanese Muslim cuisine, including fried chicken cutlets, and enjoyed DIY Hakka Lei Cha (pounded tea). The journey also included cycling along the Tanyashen Greenway in Taichung and taking the Pingxi Line train where she experienced Taiwan’s diverse transportation and warm hospitality. Nabila expressed her honor in being the ambassador and was impressed by Taiwan’s natural beauty and friendly atmosphere.
“72 hours in Taiwan”
In addition to the video, the Taiwan Tourism Bureau launched a new Muslim travel brochure and the “72 hours in Taiwan” voting campaign, where Malaysians can vote for their favorite Taiwan itinerary on the event website. Participants stand a chance to win a four-day, three-night Taiwan tour package for two, including round-trip airfare. The Bureau aims to attract more Malaysian Muslim travellers to Taiwan.
The promotional video will be broadcast through Malaysian TV, outdoor billboards, and online platforms. In September, the Taiwan Tourism Bureau will participate in the MATTA Travel Fair in Kuala Lumpur, where Nabila will hold a fan meet-and-greet. The Bureau, in collaboration with top Muslim travel agencies in Malaysia, will also launch limited-time group discount packages, aiming to double business opportunities in the Malaysian Muslim travel market. – NMH
About Islamic Tourism
Travelling and journey are highly recommended by the Qur’an. Allah asked us to travel through
the earth to take the lessons from His creation that He offers to us in His mercy (Al-Quran 29:20). It is a well-established fact that religion has influence on the day-to-day activities of Muslims, whether at home or travelling, and thus it shapes the choice of a destination for discretionary purposes and what is done at the destination (Jafari and Scott, 2014).
Nevertheless, the concept ‘Halal’ is not limited to Muslim consumers only, although the prime target is the Muslim consumers. The word halal is rooted from an Arabic word which means ‘permissible’ or ‘lawful’ according to the Islamic rules and regulations.
Additionally, the word associates ‘Toyyibaan’, which means ‘good’ for human being. Thus, all halal components of the halal industry including Halal travel sector provide products and services which are good and quality for the consumers. It is well accepted by non-Muslim consumers as a lifestyle choice because of the values promoted by halal industry such as animal welfare, social responsibility, environment-friendly, stewardship to earth, economic and social justice, and ethical investment. – NMH
Datin Hasnah is the co-founder and CEO of New Malaysia Herald based in Kuala Lumpur, Malaysia.
With an extensive background in mass communication and journalism, she works on building up New Malaysia Herald and it’s partner sites. A tireless and passionate evangalist, she champions autism studies and support groups.
Datin Hasnah is also the Editor in Chief of New Malaysia Herald.
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