S\u00e3o Paulo \u2013 With a global Muslim-friendly tourism market of USD 217 billion in 2023 and an estimated growth of 77% (to USD 384 billion) by 2028, both the world and Brazil are seeking to prepare to welcome more of these visitors. Halal tourism was the topic of the first panel on Tuesday (28) at the Global Halal Brazil (GHB) Business Forum. Mohamed Sheha, moderator of the discussion and Commercial Director of the Islamic Chamber for Halal Services (ICHS), noted that behind these numbers lies something deeper: \u201cA new, more conscious generation that wants to understand what it\u2019s consuming, seeking meaningful, ethical, and responsible experiences\u2014and this is precisely where green halal tourism happens.\u201d<\/p>\n\n\n
\nLucena spoke about the initiatives of the state of S\u00e3o Paulo to attract Muslim tourists<\/figcaption><\/figure>\n<\/div>\n\n\n
The first speaker, Roberto de Lucena, Secretary of Tourism and Travel of the State of S\u00e3o Paulo, highlighted that the state, which receives the most tourists in Brazil (49 million people in 2024), is investing in infrastructure and training for halal tourism, and presented a guide created for this audience. \u201cWe have a large investment program, a portfolio with 60 opportunities across various parts of the state, which also aims to cater to halal tourism,\u201d he said. \u201cBut I believe that the biggest challenge now is the certification and training of our tourism trade, which is being overcome with the support of FAMBRAS.\u201d<\/p>\n\n\n
\nAndrade: Brazil recognizes the importance of the halal tourism market<\/figcaption><\/figure>\n<\/div>\n\n\n
Alisson Andrade, Coordinator of International Markets at Embratur, said Brazil recognizes the importance of this market and there is now a variety of tourism products catering to this audience. He also noted that tourism is a driver for sustainability\u2014one of the pillars of halal\u2014and mentioned the \u201cBrasis Plan,\u201d a federal government project focused on sustainable products and nature-centered experiences. \u201cWe\u2019re also promoting Brazil as a tourism product in these countries, through fairs and roadshows, and supporting the internationalization of small and medium-sized enterprises, which make up the majority of Brazilian tourism,\u201d he announced.<\/p>\n\n\n\n
Indonesia, Malaysia, and Jordan<\/strong><\/h2>\n\n\n\n
\u201cIt is not possible to separate halal from sustainability,\u201d argued Reem El Shafaki, partner at DinarStandard, a research firm operating in Dubai. For her, the concepts are interconnected, although many destinations still treat them separately. She cited Indonesia and Malaysia as two countries that have already understood that the two go hand in hand and are considered \u201cMuslim-friendly.\u201d \u201cWe conducted a study in which we found that most Muslims travel to visit friends and family, but first they check whether the destinations are prepared to welcome them and whether they will have authentic experiences,\u201d Reem explained.<\/p>\n\n\n
\nMohamed Sheha moderated the panel on tourism<\/figcaption><\/figure>\n<\/div>\n\n\n
Abed Al Razzaq Issam Arabiyat, Director-General of the Jordan Tourism Board, said his country is already a halal destination, but that does not prevent them from staying updated on global trends in traveler demand. \u201cThis is where sustainability and the increasing demand for unique destinations come into play. We also need to look at new audiences, not just the traditional ones from Saudi Arabia, for example, but there\u2019s a growing Muslim population in Europe seeking new experiences,\u201d he said.<\/p>\n\n\n\n
![\"Lucena](\"https:\/\/anba.com.br\/wp-content\/uploads\/2025\/10\/lucena-1024x683.jpg\")
![\"Andrade:](\"https:\/\/anba.com.br\/wp-content\/uploads\/2025\/10\/andrade-1024x683.jpg\")
![\"Mohamed](\"https:\/\/anba.com.br\/wp-content\/uploads\/2025\/10\/sheha-1-1024x683.jpg\")