While researching Halal tourism, we contacted local travel agencies through online meeting platform Zoom, Skype, Google Meet. We were able to reach travel agencies in the following countries: Malaysia, Indonesia, India, Azerbaijan, Turkey, India, Kuwait, United Arab Emirates, Qatar, Brunei and Saudi Arabia. During these meetings we identified the needs and expectations of Muslim travelers.

Travel agents tell us that a group of Muslim travelers would like to travel in Scandinavia on a budget. During the trip, they want to see as many cities and places as possible. They will also need time each day to pray at the mosque or at prayer facilities. In the larger cities, Muslim tourists want to have free time for shopping.

Based on the travel agents' comments and feedback, we have identified the important parts for all Muslim travelers:

• Hotel rooms must be spacious to pray in the room
• They want to visit at least one a day and pray in the local mosque
• All meals must be Halal friendly (or alternatively seafood, vegetarian, vegan)
• In all capitals, they need free time for shopping (to buy luxury items, local products and souvenirs).
• All activities offered by the local travel agency must be Muslim-friendly (avoid visiting shared saunas, museums with naked statues, etc.).
• Convenient transportation throughout the tour
• Experienced tour guide with knowledge of Muslim culture (Preferred Muslim tour guide)

Another group of travelers, notably from Kuwait, United Arab Emirates, Qatar, Brunei and Saudi Arabia, would prefer the luxury holiday trip, meaning:

• Accommodation in 5-star hotels and igloos in Lapland
• Private transport during the trip in luxury vehicle
• Halal meals in the upscale restaurants
• Activities (such as husky safari, reindeer sleigh ride, snowmobile ride, etc.) on the private basis
• Some customers may require the helicopters to be moved to the remote areas
• Shopping in premium class stores
• Private escort guide and assistant to assist guests with all their needs during the tour

Muslim tourists are expected to reach 156 million by 2020, and their total spending could reach $220 billion. This data aligns with the 2019 Global Muslim Tourism Index (GTMI) compiled by analysts at Mastercard and Crescent Rating. Unfortunately, the global situation with the spread of Covid-19 has significantly affected the data presented above. However, after the recovery of the epidemiological situation around the world, it is very likely that these numbers will reappear. This indexing is carried out every year and shows an increase in the number of travelers and a stable development of the halal tourism industry. Muslim tourists specifically look for holiday destinations that meet their needs in terms of food, clothing and tradition.

There are approximately 1 billion Muslims in the world under the age of 30, making up 60% of the population of most Muslim countries. The younger generation of Muslims has been identified as a key factor in the growth of the Muslim tourism market. By 2030, Muslims are expected to make up 29% of the world's population aged 18-36.

According to Crescent Rating, most young Muslims are active tourists. They travel two to five times a year and spend four to six days on the trip. In addition to travel and vacations, Muslims travel to explore local culture and traditions and to see friends or family.

According to the Muslim Travel Index Europe, Muslims are most likely to travel to France. In second place are Italy and England. Germany and Turkey share the third, but not least honorable place.

The main requirements influencing the consumption behavior of Muslim tourists are:

• the availability of halal food;
• Places of worship: mosques or prayer rooms;
• wash-friendly washrooms;
• the absence of alcoholic beverages in the hotel room minibar;
• no Islamophobia

Halal food is the main service requirement that the Muslim traveler seeks in the destination country. However, there are different levels of acceptance of halal food among Muslim travelers. Some travelers may be strict in their preferences and will only request the service from the certified halal restaurant that only sells soft drinks. Other travelers may be flexible and request halal, seafood or vegetarian options. The most important thing is that the restaurant does not serve pork.

Prayer is one of the most important parts of the Islamic religion. When traveling, Muslims pray three times a day. Therefore, it is important to provide travelers with prayer rooms with the market qibla direction and friendly washrooms equipped with ablutions (wudhu). It is advisable to take the Muslim travelers to the mosque for prayer at least once a day, but if this is not possible, the hotel rooms should have free space for prayer.

Water plays an important role in Islamic culture as it represents cleanliness. Toilets are required to have handheld showerheads or bidets.

Due to religious beliefs, Muslims avoid consuming alcoholic beverages. Therefore, it is good to remove the alcoholic beverages from hotel minibars.

Like any traveler, Muslims want to travel to countries where they feel friendly and safe. Therefore, they avoid traveling to countries with Islamophobic sentiments.

According to Crescent Rating research, Millennials (24-37 years old) are the busiest traveling generation among the Muslim population. They travel 2-6 times a year and plan their trips 1-6 months in advance, with an average travel time of 5-6 days. Average spend per trip is $500-$2000. Mainly your leisure trips where you can discover local culture, traditions and sights and try authentic activities.