Current trends in Muslim-friendly adventure tourism: evidence from industry practitioners in Malaysia

Mohamad Asri, Sofiyyah Munawwarah and Md Sawari, Siti Salwa and Mazli, Muhammad Haniff Najmi (2026) Current trends in Muslim-friendly adventure tourism: evidence from industry practitioners in Malaysia. International Journal of Business and Technology Management, 8 (4). pp. 805-814. E-ISSN 2682-7646

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Abstract

Muslim-friendly adventure tourism is an emerging niche that combines outdoor and nature-based adventure with services that accommodate Muslim travellers’ religious needs. Although Muslim-friendly tourism has received increasing attention, research on its current development within adventure settings remains limited, particularly from the perspective of tourism practitioners. This study addresses the current trends of Muslim-friendly adventure tourism. An exploratory qualitative design was used, based on semi-structured interviews with five purposively selected respondents comprising an adventure tour operator, tourism practitioner, tourism academic, travel agency representative, and adventure tourism guide. Interview data were analysed thematically. Four current trends emerged: growing demand for Muslim-friendly facilities; integration of adventure activities with Islamic values; increasing influence of social media platforms; and rising interest in sustainable and nature-based experiences. The findings indicate that Muslim-friendly adventure tourism is moving beyond the simple provision of halal food towards a more holistic experience incorporating prayer access, clean water, modesty considerations, gender-sensitive arrangements, spiritually meaningful activities, digital trust-building, and environmental responsibility. From the perspective of diffusion of innovations theory, these trends illustrate how Muslim-friendly practices are being communicated and adopted through market demand, social media, industry practice, and observable consumer experiences. The study concludes that the current trajectory of Muslim-friendly adventure tourism reflects a convergence of faith-sensitive service provision, experiential adventure, digital communication, and sustainability.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Muslim-Friendly Tourism, Adventure Tourism, Current Trends, Social Media, Sustainable Tourism
Subjects:	BPG Islamic geography > BPG80 Islam and tourism. Sustainable tourism BPG Islamic geography > BPG87 Islamic tourism. Halal issues
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages International Institute for Halal Research and Training (INHART)
Depositing User:	Dr Siti Salwa Md Sawari
Date Deposited:	15 Sep 2026 12:39
Last Update:	15 Sep 2026 12:39
Queue Number:	2026-09-Q5081
URI:	http://irep.iium.edu.my/id/eprint/131233
Indexed In:	MyCite

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