The MTIT September 2024 report highlights the unique preferences of Muslim travelers, focusing on a blend of seasonal festivals, spiritual experiences, and cultural engagements. With the score at 78.5, reflecting a slight decrease from August due to the end of the holiday season, it still demonstrates a strong interest in travel, particularly toward destinations that cater to Muslim-friendly tourism and aligns with autumn celebrations. September emerges as a key month for travelers seeking both leisure and spiritual fulfillment, as they take advantage of the changing season and the diverse cultural events that this time of year brings.
You can read the Muslim Travel Intent Tracker (MTIT) reports for the other months here.
After the peak in August, the MTIT Score for September 2024 has slightly dropped from 82.1 to 78.5. A drop in the score suggests that fewer people have plans on traveling after summer and is a direct reflection of the decrease in global events and the end of summer vacation for most people around the globe. Although decreasing, the September 2024 score shows that Muslims still show a strong intent to travel, compared to the previous months which touched a score below 78. Its resilience is due to the fact of lingering late-summer travel or early fall festivities.
The decline in the MTIT score for September 2024 can largely be attributed to the end of the holiday season, as many travelers return to work or school commitments. As summer vacations wind down, the demand for leisure travel naturally decreases, particularly in regions where the academic year begins and professional responsibilities resume. Additionally, economic factors play a role, with many individuals choosing to save after summer expenses.
This period also brings a shift in traveler demographics. With schools back in session and family travel decreasing, September attracts more variation travelers such as solo travelers, couples, and those seeking spiritual or cultural experiences.
Welcoming the season of autumn, people plan around the blessings and beautiful sceneries provided by nature. As harvest season is prevalent in September, annual festivals are organized during this month to be thankful for fruitful harvests such as the Autumn Festivals in Asia. The changing of scenery during this season is also a huge motivation for those who want to appreciate nature, with a major shift from green to orange and yellow hues in subtropical destinations. On the other hand, along with the shift of weather to colder temperatures in the subtropics, many travelers continue to chase prolonged warmth by visiting warmer destinations. These differences in nature and climate allow travelers to explore their options in September, leading to travelers to find happiness in their preferred choice. Muslim travelers in the two ranges of the spectrum are somewhat equally spread out, showing quite a robust score.
In September 2024, many Muslim travelers can enjoy festivities that align with Islamic values while celebrating local and seasonal produce in different parts of the globe. Many Autumn or Mid-Autumn festivals worldwide offer unique foods like mooncakes or pumpkin pie, with Muslim-majority destinations providing halal versions and hosting their own harvest-themed food festivals. This presents an opportunity to experience cultural richness while adhering to the religious practices of Muslim travelers. Meanwhile, Mawlid al-Nabi, marking the birth of the Prophet Muhammad and observed on September 15th or 16th, is a public holiday in Muslim-majority destinations like Egypt, Indonesia, Jordan, and the UAE, where Muslims engage in communal prayers, fasting, and learning the Prophet’s teachings. Some may also take advantage of the extended break to travel, either to explore Islamic heritage sites or simply spend time with family and friends. While Mawlid itself doesn't require travel, the holiday provides a perfect opportunity for leisure and reflection.
In September 2024, the MTIT (Muslim Traveler Intent Tracker) reveals a notable uptick in travel intent, with 52.3% of Muslim travelers planning trips within the month. This figure represents a 2.2% increase from August (50.1%) and closely aligns with the peak recorded in April (52.4%), indicating a sustained interest in travel. This rise can be attributed to several factors, including the festivities following the favorable autumn weather and a change of scenery. These factors influence last-minute travel decisions, making September a pivotal month for travel among people and businesses.
This September, the intent to travel for Muslims from October to December 2024 declines to 23.2%, down from August's peak of 27.5%. This decline signals a seasonal slowdown as travel demand falls in line with colder months and fewer major holidays. The colder months often lead to a natural reduction in travel interest, as outdoor recreational activities become less accessible and winter conditions make travel less appealing for many. With fewer extended breaks or festivals driving long vacations, many people may delay travel plans until the winter holidays or the New Year. Additionally, the post-summer dip is also reflective of budget constraints, as many families and individuals have already spent on summer vacations, reducing discretionary income for additional trips. While some travel still occurs during this period, the drop in travel intent suggests that fewer travelers are looking to embark on longer or leisure-focused trips. This trend is also impacted by fewer global festivals or pilgrimage-related travel events, which typically occur earlier in the year.
The intent to travel among Muslim travelers for the next 4 to 6 months increased by 1.6%, reaching 9.4% in September, marking a recovery after a steady decline since April 2024. This rebound signals renewed interest in travel following the post-summer slump, with early planning for winter holidays or early spring trips starting to emerge. While fewer travelers were making long-term plans during late summer, the uptick suggests growing anticipation for the new year, potentially driven by New Year trips or the desire for a post-winter getaway.
By addressing these strategic areas, travel companies and destinations can better align their offerings with the evolving preferences of Muslim travelers, even during periods of lower intent.
In September 2024, the Muslim Travel Index Tracker (MTIT) highlights Saudi Arabia, Malaysia, and the UK as the top three destinations for Muslim travelers.
Saudi Arabia emerged as the top destination for Muslim travelers, reaffirming its pivotal role in religious tourism. The country's significance is deeply rooted in its Islamic heritage, with the holy cities of Mecca and Medina consistently drawing millions of pilgrims throughout the year. However, September experiences a particular surge in travel, largely due to its alignment with key religious observances. A major factor is Mawlid al-Nabi, the celebration of the Prophet Muhammad's birthday, which often takes place around this time, inspiring many pilgrims to visit the holy cities for spiritual reflection and commemoration. Additionally, September is a preferred month for performing Umrah, the lesser pilgrimage, thanks to the more moderate weather compared to the extreme summer heat, making it more comfortable for travelers. Saudi Arabia's continued appeal is further strengthened by its ongoing efforts to enhance tourism infrastructure, offering modern amenities and improved services that cater to the needs of religious visitors year-round, ensuring a seamless and enriching pilgrimage experience.
Malaysia secured its position as a top destination. Known for its Muslim-friendly tourism infrastructure, Malaysia offers a seamless blend of cultural experiences, natural beauty, and halal-certified amenities, making it a highly attractive destination for Muslim travelers. Malaysia’s rich heritage, coupled with modern tourism facilities, provides diverse experiences ranging from urban exploration to serene nature getaways.
The UK also stood out as one of the top destinations for Muslim tourists, thanks to its multicultural cities which are well-equipped with halal restaurants, mosques, and inclusive environments. The UK's rich history, iconic landmarks, and thriving Muslim communities make it a favored location for those seeking both cultural exploration and comfort during their travels.
The MTIT September 2024 report highlights the sustained interest in travel among Muslim travelers, with a travel intent score of 78.5, despite a slight dip from the previous month. This period reflects a shift toward autumn-related festivities and more introspective travel experiences. Saudi Arabia remains the top destination, driven by its religious significance and favorable weather for Umrah, while Malaysia and the UK continue to attract travelers with their robust Muslim-friendly infrastructure and diverse cultural experiences. As the season transitions, the report demonstrates that destinations aligning with both religious and cultural engagements continue to thrive in Muslim traveler preferences.
Read our collection of Muslim Travel Intent Tracker (MTIT) reports for different months here:
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