Travel intent is a barometer for understanding the tourism industry and predicting consumer behavior within the next six months. The MTIT October 2024 report highlights the unique preferences of Muslim travelers and notes significant trends and factors that shape travel preferences in the world of Muslim-friendly travel. With a score of 79.9, it demonstrates a slight incline in Muslim travel intent in comparison to last month. October can be optimized as a month for travelers seeking a more laid-back vacation due to the off-peak season and improved travel environment.
You can read the Muslim Travel Intent Tracker (MTIT) reports for the other months here.
Bouncing back after a slight drop in September, the travel intent in October of 79.9 almost reached the previous peak of 82.1. October typically marks the start of the off-peak travel season in many regions, especially for destinations with cooler climates. The slight rebound in the score might reflect a few key travel trends for the autumn season and off-peak holiday options. Previous years have typically shown October as a more upward trajectory for travel, influenced by post-summer initiatives with cooler weather and fewer crowds. With the continuous trend of the second half of the year showing better scores than the first, it can be predicted that both November and December are to increase further, though not surpassing the all-time heights of summer.
October’s increase is attributed to people anticipating the off-season perks such as fewer crowds, more natural landscapes, and overall lower costs for travel. Additionally, the weather during the shoulder season is quite moderate as a transitional season, with less scorching heat from summer and the cold winter. Off-season crowds provide a more relaxed and immersive experience, which many travelers prefer after the hubbub of summer. Topping it off, less time is spent waiting and queueing for activities and more availability for reservations, allowing tourists to have the choice of adding to itineraries or having more time to rest.
Looking back, more Muslims are choosing fall as an ideal season, as shown by the rise of travel intent scores, which aligns with the global trend of increased bookings and activities during September to November. This steady rise in bookings during the shoulder season is mainly due to its competitive prices being attractive to travelers who are increasingly more budget-conscious.
Besides planning Umrah after Ramadan, most Muslims also consider planning Umrah during its most popular season, from October to December, when the temperatures are milder for a more comfortable pilgrimage. On the note of autumn, October continues September’s mark with cultural festivals around the world, offering immersive experiences in local cultures and a family-friendly option for vacation. Along with the growing appeal of sustainable travel, more people are opting for eco-tourism, boosting the month of October, which offers breathtaking natural scenery. Muslims looking for tranquil environments may find eco-tourism such as hiking, scenic drives, or countryside or nature park visits particularly attractive.
In October, the percentage remains relatively high for travel plans within the month at 50.5%, decreasing 1.8% from last month’s percentage of 52.3%. From August to October, there’s been a steady increase in travel intent and the smallest decrease recorded so far this year, indicating the presence of factors that encourage travel near the end of the year. This correlates with earlier insights that travelers are taking advantage of fewer crowds and more options, lower costs, and favorable weather during the shoulder season with the perks of natural sceneries. For Muslim travelers, this is also a period when more opt for Umrah due to the advantages of post-summer travel.
Strategic Takeaways:
This October, the intent to travel for Muslims from November 2024 to January 2025 rises to 27.8%, a little below the peak of 30.1% in August. A large incline of 4.6% suggests eager plans for the upcoming year-end holidays and celebrations. As a shoulder season, the next three months appear to be an attractive time for travelers due to factors such as the autumnal ambiance, fewer crowds, and lower prices. Additionally, many are likely planning trips ahead of the winter holidays, such as New Year's, while also considering religious travel of Umrah, which peaks during December due to cooler temperatures and low costs.
Although the colder months often lead to a reduction in outdoor activities, there is no shortage of festivities, holidays, and scenery that make up for an equally exciting season. More holidays are available during the approaching 3 months, when travelers typically plan more diligently to spend time with family and friends. This intent to travel during fall and early winter underscores a shift towards off-season and shoulder-season travel, where Muslim travelers can experience a blend of religious and seasonal destinations with milder weather and budget-friendly options.
Strategic Takeaways:
The intent to travel among Muslim travelers for the next 4 to 6 months decreased by 1.8%, dropping to 7.6% in October, suggesting that people are less inclined to plan trips far ahead from this point than earlier in the year. For October 2024 specifically, this travel intent is on a downtrend, indicating that travelers are more focused on immediate travel (within 1-3 months) rather than making long-term plans.
Long-term travel interest tends to decrease as the months approach the end of the year. This aligns with previous years’ trend, where the end of the year is when people have the lowest long-term intent for travel. These months likely represent periods when people have finalized plans for the spring holidays and later anticipate the summer holidays. This pattern might reflect the influence of fall travel trends, where spontaneous decisions and off-peak travel opportunities are favored over extensive future planning.
Strategic Takeaways:
Stakeholders may better match their offers with the dynamic tastes of Muslim visitors throughout the year, even during times of lower travel intent, by focusing on these crucial areas.
October in Japan holds many traditional Japanese festivals, such as the Takayama Autumn Festival and the Jidai Matsuri in Kyoto. In autumn, the vibrant reds, oranges, and yellows of the maple and ginkgo trees create breathtaking landscapes. In 2024, Japan has been enhancing its appeal to Muslim travelers by developing a range of services and experiences tailored to Islamic values. These efforts include expanding halal and vegetarian dining options, such as Japan’s first halal beef cutlet restaurant in Kagoshima.
Other efforts include establishing Muslim-friendly accommodations like halal ryokans (traditional Japanese inns), modesty-friendly private onsens, and inclusive theme parks providing halal options and quiet spaces for prayers. Key travel regions such as Kyushu, Okayama, and Kagoshima offer prayer spaces and culturally sensitive tours. Japan’s commitment to offering halal-certified products, a Muslim-friendly tourism infrastructure, and a welcoming environment caters to the growing number of Muslim travelers, especially Muslims from Southeast Asia.
Indonesia is favored by Muslim travelers in October for its blend of Islamic heritage, stunning natural beauty, and favorable warm weather. Indonesia is recognized as a leader in halal tourism, providing abundant halal food options and prayer facilities across popular tourist destinations. The country is home to many mosques and offers a wide range of halal food options, catering to Muslim dietary needs. The pleasant climate makes it perfect for exploring outdoor attractions and engaging in various activities like trekking, diving, and cultural tours. Additionally, Indonesia's rich traditions and welcoming hospitality create a memorable experience for Muslim visitors, making it an attractive destination.
Spain is a top destination for Muslim travelers in October due to its rich Islamic heritage, particularly in regions like Andalusia, where historic sites such as the Alhambra and the Great Mosque of Córdoba attract many visitors. The pleasant autumn weather makes it ideal for exploring cities and enjoying outdoor activities. Additionally, Spain has a growing number of halal restaurants and prayer facilities catering to Muslim travelers. The country’s blend of culture, history, and hospitality enhances its appeal during this month.
The MTIT October 2024 report highlights the inclined interest in the fall season among Muslim travelers, with a travel intent score of 79.9. The month of October highlights trends toward travelers riding the wave of off-season opportunities and less long-term planning, making budget-friendly promotions more attractive. This period continues the shift toward autumn-related perks from September and more immersive travel experiences. Japan is the month’s top destination, due to its growing initiative towards Muslim travelers and also seasonal festivities in October. Indonesia comes second with its Muslim heritage, diverse activities, and facilities. Saudi Arabia is still strong within the top 3, driven by its religious significance and favorable weather for Umrah. Focusing more on limited-time seasonal festivities, Muslim-friendly facilities, and pushing off-season promotions are key to increasing the flow of Muslim travelers.
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