Muslim travellers, tourism industry responses and the case of Japan

Muslim travellers are increasing in volume and value, inciting the interest of the tourism industry worldwide. However, Islam calls for adherence to certain practices which impact tourist behaviour and create distinctive requirements. This paper is concerned with the phenomenon of Islamic tourism, encompassing the particular needs of Muslim tourists and industry responses. It reviews recent trends and underlying determinants, making specific reference to circumstances in Japan. The country has seen some success in attracting Muslim visitors, and its strengths and weaknesses as a destination for them are discussed alongside issues of tourist-resident relations. The market, overall, is shown to be growing and have good prospects, but realising potential is a challenge for service providers. Efforts must be made to understand the defining characteristics of Muslim tourists and take action to meet their expectations while also satisfying the demands of non-Muslims and avoiding possible conflicts with locals.