Asia is becoming an increasingly dynamic and highly-desired destination for corporate clients from predominantly Muslim countries, especially for those seeking short and medium-haul destinations.
The growing interest in Asia for incentive travel also lies in air accessibility and favourable ground costs, as companies are still recovering from the pandemic.
Destination management companies specialising in incentive travel for Muslims said they often find it easy to accommodate the unique faith-based needs of their clients in Asia.
The absence of halal food, especially in secondary destinations with limited or no Muslim populations, does not present a hindrance when selecting a destination for an incentive travel programme.
Humaid Al Mujaini, general manager of Tourism at Golden Tours Oman, elaborated that he relies on his local partners to proactively address the group’s dietary requirements.
He added that the destination’s immediate provision of halal or Muslim-friendly cuisine is not a mandatory requirement when corporates, and small or medium-sized enterprises, select an Asian location for their incentive programmes. Instead, greater importance is placed on factors such as health and safety, hotel amenities, and the attractions available in the chosen destination. He also noted that Omanis are particularly drawn to destinations such as Thailand that offer a wealth of natural beauty and cultural experiences.
Meanwhile, Rezaul Ekram, CEO of Entourage Tours based in Dhaka, Bangladesh, expressed that although a significant number of Bangladeshis practice moderate Islam where most abstain from consuming pork, his corporate clients are generally not rigid about establishments having halal certification.
He stressed that the significance of the halal aspect often takes a back seat, when compared to visa challenges for example, particularly in destinations like Hong Kong and Taiwan, where visa approval times can be protracted.
Post-lockdown, Ekram has observed an increased interest in Thailand for incentive travel due to the Kingdom’s affordability, diverse attractions and the widespread availability of Indian restaurants serving halal food.
Adam Kamal, director, Suka Travel & Tours based in Malaysia shared that in destinations where it is difficult to get halal restaurants for groups such as Danang and Dalat in Vietnam, special catering arrangements will be made in advance.
Destinations like Hong Kong also pose catering challenges, Kamal stated, but these destinations are popular with the Muslim market from Malaysia as they have much to offer in terms of shopping and sightseeing. And with the weakened ringgit, Asia offers more value-for-money experiences as compared to longhaul destinations.
Having worked in 14 countries, Koumendakos was recently general manager at Sofitel Kuala Lumpur Damansara in Malaysia prior to joining Metropole Hanoi.
Before joining the team at TUI Blue, Terutung was regional director of development at Louvre Hotels Group in South-east Asia.
He was most recently general manager at Vinpearl Discovery Sealink Nha Trang in Vietnam.
