(MENAFN- Brazil-Arab News Agency (ANBA)) São Paulo – With a global Muslim-friendly tourism market of USD 217 billion in 2023 and an estimated growth of 77% (to USD 384 billion) by 2028, both the world and Brazil are seeking to prepare to welcome more of these visitors. Halal tourism was the topic of the first panel on Tuesday (28) at the Global Halal Brazil (GHB) Business Forum. Mohamed Sheha, moderator of the discussion and Commercial Director of the Islamic Chamber for Halal Services (ICHS), noted that behind these numbers lies something deeper:“A new, more conscious generation that wants to understand what it's consuming, seeking meaningful, ethical, and responsible experiences-and this is precisely where green halal tourism happens.”

Lucena spoke about the initiatives of the state of São Paulo to attract Muslim tourists

The first speaker, Roberto de Lucena, Secretary of Tourism and Travel of the State of São Paulo, highlighted that the state, which receives the most tourists in Brazil (49 million people in 2024), is investing in infrastructure and training for halal tourism, and presented a guide created for this audience.“We have a large investment program, a portfolio with 60 opportunities across various parts of the state, which also aims to cater to halal tourism,” he said.“But I believe that the biggest challenge now is the certification and training of our tourism trade, which is being overcome with the support of FAMBRAS.”

Andrade: Brazil recognizes the importance of the halal tourism market

Alisson Andrade, Coordinator of International Markets at Embratur, said Brazil recognizes the importance of this market and there is now a variety of tourism products catering to this audience. He also noted that tourism is a driver for sustainability-one of the pillars of halal-and mentioned the“Brasis Plan,” a federal government project focused on sustainable products and nature-centered experiences.“We're also promoting Brazil as a tourism product in these countries, through fairs and roadshows, and supporting the internationalization of small and medium-sized enterprises, which make up the majority of Brazilian tourism,” he announced.

Indonesia, Malaysia, and Jordan

“It is not possible to separate halal from sustainability,” argued Reem El Shafaki, partner at DinarStandard, a research firm operating in Dubai. For her, the concepts are interconnected, although many destinations still treat them separately. She cited Indonesia and Malaysia as two countries that have already understood that the two go hand in hand and are considered“Muslim-friendly.”“We conducted a study in which we found that most Muslims travel to visit friends and family, but first they check whether the destinations are prepared to welcome them and whether they will have authentic experiences,” Reem explained.

Mohamed Sheha moderated the panel on tourism

Abed Al Razzaq Issam Arabiyat, Director-General of the Jordan Tourism Board, said his country is already a halal destination, but that does not prevent them from staying updated on global trends in traveler demand.“This is where sustainability and the increasing demand for unique destinations come into play. We also need to look at new audiences, not just the traditional ones from Saudi Arabia, for example, but there's a growing Muslim population in Europe seeking new experiences,” he said.

The forum is organized by the Arab-Brazilian Chamber of Commerce (ABCC ) and FAMBRAS Halal Certifier. GHB sponsors include MBRF (Marfrig – BRF), MODON (Saudi Authority for Industrial Cities and Technology Zones), Seara, CaraPreta Carnes Nobres, EcoHalal, Emirates, Grupo MHE9, Laila Travel, Prime Company, and SGS, with catering by Água Mineral Frescca and Pão & Arte Frozen Bread.

Strategic partners include the Islamic Chamber of Commerce and Development (ICCD) and Islamic Chamber Halal Services (ICHS). There is also institutional support from Brazilian beef industry group ABIEC, Brazilian Beef, Brazil's chicken and pork lobby ABPA, Brazilian Chicken, International Halal Academy, and the Union of Arab Chambers (UAC).

*Report by Débora Rubin, in collaboration with ANBA

Translated by Guilherme Miranda

Marcelo Brammer/Arab-Brazilian ChamberMarcelo Brammer/Arab-Brazilian ChamberMarcelo Brammer/Arab-Brazilian ChamberMarcelo Brammer/Arab-Brazilian Chamber

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