Marketing Europe to Islamic heritage tourists

Bailey Ashton Adie

    Research output: Chapter in Book/Report/Published conference proceedingChapterpeer-review


    The Pew Research Center has estimated that by 2060, the number of Muslims worldwide will be equal to approximately 30% of the total global population. Furthermore, as global populations gain more expendable income, travelling, especially internationally, becomes more common. Therefore, Islamic tourists can be understood as a growing market segment. This chapter defines and discusses a sub-segment of this group, referred to here as Islamic heritage tourists. This newly defined sub-group can be seen as a potentially profitable new market for European destinations with a history of Islamic rule. However, it should not be assumed that this tourist segment behaves in the same way as non-Islamic heritage tourists. This chapter presents the findings of an analysis of current national tourism websites for a variety of countries, and only one country, Spain, markets itself to Islamic tourists in general. It is concluded that there is potential for Islamic heritage tourism in Europe, but significantly more work needs to be done in order to market appropriately to them.
    Original languageEnglish
    Title of host publicationThe Routledge Handbook of Halal Hospitality and Islamic Tourism
    EditorsC. Michael Hall, Girish Prayag
    Number of pages20
    ISBN (Print) 9781138557055
    Publication statusPublished - 7 Jun 2019


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