Muslim tourists visit Da Nang in early 2025. Photo by Ngoc Ha

A market of scale and potential

Halal tourism, defined by services tailored to the religious and cultural needs of Muslim travellers, is fast becoming a global trend, playing an increasingly vital role in the development strategies of many countries. With an estimated 1.9 billion Muslims worldwide, projected to reach nearly 2.2 billion by 2030, about 30% of the global population, this segment represents a vast and growing market. By that time, Halal tourism is expected to generate approximately US$334.5 billion in global revenue.

In response to this potential, numerous countries have launched targeted policies to attract Muslim tourists. In Viet Nam, a major milestone was marked on February 14, 2023, when the Prime Minister approved the national plan titled “Enhancing International Cooperation to Develop Viet Nam’s Halal Industry by 2030” providing strong institutional backing for the growth of the Halal sector.

Da Nang, a leading tourism hub in central Viet Nam, is actively positioning itself as a Muslim-friendly destination. Over the past decade, the city has welcomed an increasing number of Muslim visitors, particularly during major international events such as the 5th Asian Beach Games in 2016, the APEC Economic Leaders’ Week in 2017, and the ASEAN Schools Games in 2024.

In 2024 alone, Da Nang welcomed over 4 million international visitors. Among them were substantial numbers of Muslim tourists from key source markets, including India (nearly 200,000), Malaysia (more than 131,000), Indonesia (almost 40,000), the United Arab Emirates (close to 4,000) and Iran (over 2,600). The first four months of 2025 continued this upward trajectory, with over 3.5 million total visitors, an 18.6% increase compared to the same period last year. Of these, more than 1.7 million were international arrivals, marking a year-on-year growth of 43%. These figures reflect the effectiveness of Da Nang’s promotional efforts and market diversification strategies, while reinforcing the city’s rising appeal to Muslim-majority countries and other emerging tourism markets.

Further strengthening its outreach, Da Nang is expanding its air connectivity with the Commonwealth of Independent States (CIS). Specifically, charter flights from Astana and Almaty (Kazakhstan) to Da Nang are being operated by Crystal Bay, Rustar Tour, and Vietjet Air from April 2 to October 25, with a frequency of four flights per week. Anex Tour and Azur Air are also offering services on the same routes from April 10 to October 17, with four weekly flights. Meanwhile, Selfie Travel and Scat Airlines are operating from April 10 with two weekly flights. Additionally, a charter route from Tashkent (Uzbekistan) to Da Nang, operated by Centrum-Air Airways, commenced on April 27 with one flight per week.

Unlocking opportunities for the tourism industry

Targeting emerging visitor markets such as the Middle East, the CIS, and Muslim travelers not only helps diversify Da Nang’s tourism portfolio but also drives innovation in destination services and product development.

First and foremost, these markets play a vital role in expanding Da Nang’s international visibility and attracting high-spending tourists. Travellers from countries like the UAE, Saudi Arabia and Qatar often belong to affluent middle- and upper-class segments, with strong demand for premium services, luxury accommodations, fine dining, high-end shopping, wellness retreats, and medical tourism. This visitor profile enables Da Nang to increase tourism revenue without depending on mass tourism.

Second, it creates demand for specialised, high-quality services, pushing the local industry to align with international standards. Serving Halal tourists and Muslim-majority markets promotes upgrades in infrastructure, service protocols, staff training, and overall competitiveness, hereby positioning Da Nang as a more attractive destination within the region.

Third, these markets lay the groundwork for expanding long-haul air connectivity. Emirates flights from Dubai and seasonal charter services from Kazakhstan are opening direct routes to once-distant, hard-to-reach markets. These connections are a strategic gateway to increasing flight frequency and tapping into broader markets across Europe, the Middle East and Central Asia.

Fourth, they open up opportunities for differentiated tourism products. Travellers from the CIS and Eastern Europe are drawn to nature, beach resorts, spa services, and local culture. Middle Eastern guests tend to prefer privacy, premium offerings and distinctive dining experiences (Halal-certified, alcohol-free). This is Da Nang’s opportunity to craft tailored-for-you experiences, avoiding direct competition with traditional markets like South Korea, China and Japan.

Additionally, these new markets can help extend the tourism season and boost year-round capacity. Visitors from the Middle East, Eastern Europe and Kazakhstan often travel during summer and winter, which contrasts with the typical peak travel periods of Asian markets. This helps reduce seasonality, improve hotel occupancy, and maintain throughout-the-year tour operations.

As arrivals from Muslim and CIS markets grow, so do opportunities for international investment and partnerships. The demand for Halal ecosystems, including wellness resorts, international schools, medical tourism, and upscale hospitality, will also rise.

This marks a timely opportunity for Da Nang to attract investors from the UAE, Turkey, Kazakhstan, Malaysia, and beyond, strengthening cross-sector partnerships in tourism, real estate, and Halal-related industries such as food, cosmetics, education, certification services, Islamic finance, and banking.

Reporting by Ngoc Ha - Translating by Anh Thu