Can you depend on AI to plan a Muslim-friendly trip?

Muslim travellers are increasingly turning to digital tools and AI-powered platforms when planning trips. (Envato Elements pic)

PETALING JAYA: Imagine arriving in a new city. You’re hungry, it’s almost dinnertime, and your phone recommends a nearby restaurant. The reviews look good, the photos look appetising and the directions are clear.

But is the food halal?

It’s the sort of question that is becoming more relevant as the Muslim travel market continues to grow. Industry estimates suggest there are about 176 million Muslim travellers worldwide, with the number expected to surpass 245 million by 2030.

As more travellers turn to AI-powered platforms, researchers have begun to examine whether the technology can adequately support their needs. One such example is a new study titled “Artificial intelligence-driven approaches for halal tourism and hospitality: a framework for enhancing consumer trust and meeting Muslim travellers’ needs”, conducted by scientists at Inti International University.

The study explores how AI could support halal tourism and hospitality by helping travellers make decisions that align with Islamic values. According to researcher Mohd Rushdi Amin, trust sits at the centre of the discussion.

“AI applications could help verify halal certifications, recommend nearby prayer facilities, provide multilingual support, and protect users’ personal data responsibly,” he posits.

It’s easy to imagine: an AI-powered assistant that helps travellers identify halal-certified restaurants in an unfamiliar city, locate nearby mosques, recommend Muslim-friendly hotels, and provide travel support in a language they are comfortable using.

Yet, the experts stress, such AI systems would only be as good as the information they rely on. Travellers might, for example, want to know whether a restaurant’s halal status has been independently verified or simply inferred from information available online.

That distinction matters: a mistaken recommendation for a popular café may be a minor inconvenience. But a mistaken recommendation involving halal food can have much greater consequences for those seeking to observe religious requirements.

Verifying halal dining options is among the challenges AI-powered travel tools may help address. (Envato Elements pic)

The researchers argue that AI travel tools must, therefore, do more than generate quick answers. They should provide accurate information, explain how recommendations are made, protect personal data, and thoughtfully support users’ religious needs.

In other words, travellers need reasons to trust the technology, not simply use it.

The experts also propose that there are opportunities for hotels, tourism providers and travel platforms to design services that are more inclusive, transparent and responsive to Muslim consumers.

A hotel booking platform, for example, could make it easier to filter properties with halal dining options, prayer facilities or nearby mosques. Travel apps could clearly indicate whether halal information has been independently verified, while AI assistants could direct users to reliable sources whenever uncertainty arises.

The discussion further raises a broader question facing many industries: how can technology serve people in ways that are not only innovative, but also ethical, culturally aware and human-centred?

In halal tourism, that query carries particular weight. Travel decisions are not only about where to stay or what attractions to visit – for many Muslim travellers, they are also about comfort, confidence and peace of mind.

While the researchers continue to delve into these matters, one thing is certain: as AI becomes a more familiar travel companion, its success will depend less on how clever it sounds and more on how well it understands the people using it.

After all, a good travel recommendation is not just about where to go – it is about knowing what matters to the person making the journey.