Can AI be trusted to plan trips for Muslim travellers?

SHAH ALAM - As artificial intelligence reshapes how people plan and book travel, a new study is asking whether the technology can truly meet the needs of the world's growing Muslim traveller market.

Researchers from INTI International University say trust is the central challenge and that AI tools must go beyond speed and convenience to be genuinely useful for halal tourism.

The study, titled "Artificial intelligence-driven approaches for halal tourism and hospitality: a framework for enhancing consumer trust and meeting Muslim travellers' needs," examines how AI can support decision-making that aligns with Islamic values.

Industry estimates put the number of Muslim travellers worldwide at around 176 million, with that figure expected to surpass 245 million by 2030, making the segment one of the fastest-growing in global tourism.

For this group, travel planning often involves questions that go beyond price or reviews: whether food is genuinely halal-certified, whether prayer facilities are nearby and whether a hotel can accommodate religious needs.

Dr Mohd Rushdi Mohd Amin, a senior lecturer at INTI's Faculty of Business and Communications and one of the researchers involved in the study, said AI applications could help address these concerns by verifying halal certifications, recommending nearby prayer facilities, providing multilingual support and handling personal data responsibly.

"For instance, AI applications could help verify halal certifications, recommend nearby prayer facilities, provide multilingual support, and protect users' personal data responsibly," he said.

However, the researchers cautioned that technology alone is not enough. The study proposed a framework built around five areas that shape consumer trust in AI-driven halal tourism services: usefulness, compatibility with Islamic values, user experience design, security and privacy, and innovation in service delivery.

In practical terms, this means AI travel tools must do more than generate fast recommendations. They must provide accurate information, be transparent about how recommendations are made and thoughtfully account for users' religious needs.

Accuracy, the researchers noted, is especially critical. An incorrect recommendation or an unclear halal status could undermine a traveller's confidence in the platform — with consequences beyond mere inconvenience.

The study also highlights opportunities for hotels, app developers and policymakers to build digital services that are more inclusive and responsive to Muslim consumers as the halal tourism sector continues to grow.