Malaysia, Indonesia, the Middle East... Have you noticed the increasing number of tourists from these countries visiting your establishment? In January 2025, visitors from Malaysia increased by 133.8% compared to the same month last year, and those from the Middle East increased by 102.2% — a rapid surge. The majority of these are Muslim travelers. And the first thing they check is whether there are restaurants where they can eat.
The reality of the "surge" in numbers
First, let's grasp the current situation with numbers. The scale of the Muslim travel market is far larger than many restaurant owners imagine.
outbound travelers in 2024
(2023→2024)
(market to expand further)
The influx into Japan is also remarkable. The number of visitors to Japan from Southeast Asia and the Middle East is increasing, and among them, Malaysia and Indonesia have a very high proportion of Muslims, and inbound travel from Middle Eastern countries, which generally have a high Muslim population, is expected to continue to grow. (Source: Japan Tourism Agency)
In other words, this is not a temporary boom. It is a structural and long-term market expansion.
Is "it doesn't concern us" really true?
"We're not a tourist destination," "Our customer base is different"—owners who think this way are missing out on opportunities without even realizing it. Examining the behavior patterns of Muslim travelers reveals that almost all business types are affected.
Characteristics of Muslim Traveler Behavior
- They come to Japan with a pre-listed selection of restaurants where they can eat. Social media, specialized apps, and word-of-mouth are their sources of information.
- They often travel with family or in groups, and if one person cannot eat at a restaurant, the entire group will not go.
- They have a high repeat rate, and once a restaurant is recognized as "safe," they repeatedly visit and recommend it on social media.
- They have a strong desire to spend, with a large proportion of their average travel expenditure of 227,000 yen per inbound tourist (2024) going towards food and drink.
Source: Japan Tourism Agency "Consumption Trend Survey of Inbound Tourists" 2024 / GMTI 2025
Your shop, checklist
Check your current compliance status against the following items.
Halal Compliance Checklist
【Ingredients and Cooking】
- You know whether the ingredients used contain pork-derived components (lard, gelatin, emulsifiers, etc.).
- You check the alcohol content of seasonings (soy sauce, mirin, cooking sake).
- You have at least one menu item that does not use pork or alcohol.
【Display and Information Dissemination】
- "Pork-free" and "Alcohol-free" labels are displayed on menus or at the storefront.
- You indicate halal compliance in your Google Maps business information.
- You promote your halal compliance on social media and your own website.
【Environment and Customer Service】
- You can guide visitors to a prayer space or a nearby prayer location.
- Your staff can provide basic explanations about halal.
How many "can-dos" did you have? If you scored 0-2, this is an opportunity to get ahead of the competition. If you scored 5 or more, you've entered the stage of actively promoting what you can do.
The important thing is not to "communicate after perfect compliance," but to "start with what you can do and communicate what you are doing." Even just creating one halal-compliant dish and promoting it on social media will start to catch the attention of Muslim travelers.
The difference between businesses that act now and those that follow later
Muslim travelers share information through social media and communities. Once word spreads that "that restaurant is compliant," the next travelers, and the next, will come to that restaurant. This is the strength of first-movers.
On the other hand, restaurants that comply later will have to contend with existing word-of-mouth about their competitors.
The "rapidly growing" Muslim traveler market is the best time to enter. Because there are still few compliant restaurants, taking the first step now can make a huge difference.
Why not start with HALAL ICHIBA?
From small-lot procurement of halal-certified ingredients to menu development and store certification consultations.
We support your first step towards compliance.
* The statistical data in this article is current as of its respective source dates. Please refer to official announcements from each organization for the latest information.
Source: Global Muslim Travel Index (GMTI) 2025 / Japan National Tourism Organization (JNTO) Inbound Traveler Statistics January 2025 / Japan Tourism Agency "Consumption Trend Survey of Inbound Tourists" 2024
