From Recognition to Reality: Hong Kong Elevates Muslim-Friendly Travel Through Creativity and Storytelling

●       Hong Kong welcomed over 49.9 million visitors in 2025, with Malaysian arrivals up 6% year-on-year

●       Building on nine accolades received in 2025, Hong Kong expands its Muslim-friendly ecosystem in 2026

●       City now features 195 halal-certified, Muslim-owned, and Muslim-friendly restaurants and 59 Crescent Rated hotels

●       First-ever Raya music video filmed in Hong Kong in collaboration with award-winning Malaysian singers Ernie Zakri and Syamel Aqmal

Following its nine accolades at the Halal in Travel Awards 2025, Hong Kong is entering a new phase through an expanded ecosystem of halal- and Muslim-friendly-certified infrastructure, as well as creative cultural engagement. The Hong Kong Tourism Board (HKTB) is elevating its outreach to Muslim travellers through refreshing, community-driven initiatives, including the first-ever Raya music video filmed in Hong Kong in collaboration with Malaysian singers Ernie Zakri and Syamel Aqmal.

(HKTB Regional Director for Southeast Asia, Ms Liew Chian Jia with singers Ernie Zakri and Syamel Aqmal.)

The creative collaboration sits alongside continued growth in Hong Kong’s Muslim-friendly ecosystem. At the Halal in Travel Awards 2025, the city received nine major accolades:

·        Most Promising Muslim-friendly Destination of the Year

·        1st in Muslim-friendly Accessible Travel Destination (Non-OIC)

·        2nd in the Muslim Women Friendly Travel Destination (Non-OIC) category

·        3rd among Non-Organisation of Islamic Cooperation (Non-OIC) destinations for Muslim-friendly travel

·        Muslim-friendly Attraction of the Year: Ngong Ping 360 Limited

·        Muslim-friendly Hotel of the Year: Kowloon Shangri-La, Hong Kong

·        Muslim-friendly Hotel of the Year: The Mira Hong Kong

·        Muslim-friendly Convention & Exhibition Centre of the Year: Hong Kong Convention and Exhibition Centre

·        Outstanding Contribution to Hong Kong’s Halal Dining Landscape: Incorporated Trustees of the Islamic Community Fund of Hong Kong

(HKTB Regional Director for Southeast Asia, Ms Liew Chian Jia shared about Hong Kong’s accolades at the Halal in Travel Awards 2025.)

Building on this recognition, Hong Kong has continued expanding its Muslim-friendly offerings. The city now features 195 halal-certified, Muslim-owned and Muslim-friendly restaurants, spanning local favourites, international cuisine and Michelin-recognised establishments. In addition, 59 hotels are now Crescent Rated^[1]. These properties provide Muslim-friendly amenities such as prayer mats, Qibla direction indicators and halal meal options upon request, with selected hotels offering dedicated prayer spaces.

In 2025, Hong Kong welcomed over 49.9 million visitors, marking a 12% year-on-year increase. Malaysia remains a key Southeast Asian market, with arrivals growing 6% year-on-year, reflecting sustained interest and connectivity between both destinations.

Ms Liew Chian Jia, Regional Director of Southeast Asia, Hong Kong Tourism Board, said: “Today’s Muslim travellers are digitally savvy and value both experience and reassurance. For us, Muslim-friendly travel is a long-term commitment to inclusivity. Our role is to bridge that gap not only by expanding Muslim-friendly options, but also by communicating them in creative and culturally relevant ways through storytelling, innovative campaigns and engaging content. We aim to make information visible, accessible and meaningful, so that when Muslim travellers consider Hong Kong, they already know they will feel welcomed, supported, and inspired to explore.”

“Suasana Raya” Music Video Collaboration with Ernie Zakri and Syamel Aqmal

(Live performance of “Suasana Raya” by singers Ernie Zakri and Syamel Aqmal during the event.)

In conjunction with Raya, HKTB introduced a culturally resonant collaboration with award-winning duet couple Ernie Zakri and Syamel Aqmal through “Suasana Raya”, the couple’s first Raya music video ever filmed abroad. Filmed at iconic locations including Temple Street, Avenue of Stars, Ocean Park Hong Kong and Ngong Ping 360, the music video integrates Hong Kong’s cityscape into a heartfelt family narrative. The collaboration weaves in real travel experiences from accessible halal dining to comfortable prayer spaces, allowing viewers to see how Muslim-friendly travel in Hong Kong fits naturally into everyday moments.

Sharing her experience, Ernie Zakri said: “We chose Hong Kong for our Raya music video because it felt like a natural fit as it is a city full of energy, culture and diversity. It was actually our first time filming in Hong Kong, and having my husband and our daughter there with me made it even more meaningful. I was pleasantly surprised at how seamless travelling was in Hong Kong. Finding halal food was easy, and being able to settle down for our prayers comfortably in the city made the experience feel grounding and inclusive, even though we were away from home.”

Syamel Aqmal said: "Filming the ‘Suasana Raya’ music video in Hong Kong was truly an eye-opening experience for my family and me. Honestly, when people think of Hong Kong, they usually think of bustling neon streets and skyscrapers—but we discovered a side that is incredibly welcoming for Muslim travelers. Sharing this journey with Ernie and Khawla made it even more special. As a father and a husband, my first priority is always the comfort and convenience of my family, especially regarding food and prayer facilities. I was genuinely impressed by how accessible Halal food has become there—from authentic Dim Sum to local favorites, we never felt like we were missing out on the culinary adventure. This project wasn't just about work; it was about creating memories. We hope that through this music video, our fans can see that Hong Kong is a fantastic destination for Muslim families to explore, even during the festive season. It’s a place where tradition meets the future, and we can’t wait to go back.”

Jelajah Hong Kong: Turning Awareness into Confidence

These developments sit under the broader Jelajah Hong Kong campaign by HKTB, which has been driving sustained engagement with Malaysian and Southeast Asia audiences. Beyond destination awareness, the campaign focuses on practical reassurance, highlighting where to dine, stay and explore with ease.

To further support trip planning, HKTB continues to enhance its dedicated Muslim Travel Guide, a comprehensive resource featuring halal-certified, Muslim-friendly, and Muslim-owned restaurants, Crescent Rated hotels, prayer facilities and attractions across the city. The guide is designed to make travel decisions clearer and more convenient for families, couples and young explorers alike.

As travel demand from Southeast Asia grows, Hong Kong will continue expanding certified offerings while investing in creative, community-driven initiatives that strengthen long-term connection with Muslim travellers.

For more information and to access the Muslim Travel Guide, visit https://www.discoverhongkong.com/seasia/explore/muslim-travel.html

Watch the full Suasana Raya music video here: https://www.youtube.com/watch?v=XYrbTsTR1is

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^[1] CrescentRating is a globally recognised independent organisation that assesses and accredits travel services including hotels and restaurants, based on how well they meet key needs of Muslim travellers, such as halal food availability, prayer facilities and other faith-aligned services.