SALAAM Jamaica Tourism Network is paving the way to attract Muslim travellers to local shores as it prepares for its official launch in the next few months.

The entity, for some time, has been seeking to integrate Muslim-friendly travel into the island’s tourism product, marking a key step in further diversifying the sector.

This move is part of a broader strategy to tap into the rapidly growing, multi-billion-dollar Halal travel market, driven by an expanding Muslim population and a rising demand for Halal services and amenities.

Halal, meaning permissible in Arabic, refers to services that adhere to Islamic principles, including Halal food, prayer facilities and accommodations that respect cultural and religious practices.

Recognising the need for these services locally, Salaam Jamaica, a faith-based organisation, has been working for several years to establish partnerships with accommodations across the island to offer Halal-friendly options.The organisation’s first partnership, with Great Huts Eco Resort in Portland, marks the beginning of a comprehensive initiative to provide Halal hospitality training and certification.

Through a three-hour training programme designed for management and staff, approved by the Islamic Council of Jamaica, Salaam Jamaica seeks to empower tourism professionals with the essential knowledge and tools required to effectively cater to the specific needs and preferences of Muslim guests. The network, having completed its first round of training at Great Huts, now plans to expand the programme islandwide, aiming to onboard both large and small players in the local accommodations sector.

“Salaam was founded about four years ago when, as a Muslim group, we realised the potential to develop a sustainable Halal/Muslim travel market in Jamaica, especially after seeing the growth of this sector globally,” said Cortez Gordon, founder and CEO of Salaam Jamaica, during a recent interview with the Jamaica Observer. “After observing its success in countries like The Philippines — many of which are predominantly Catholic — I saw an opportunity for Jamaica, known internationally for its hospitality, to offer Muslim-friendly services.”

Gordon, in envisioning a future where most hotels in Jamaica will offer Halal services within the next five years, said he sees the market as a key opportunity to create jobs and generate new opportunities for Halal food, Muslim-friendly craft, and culturally rich experiences.

“I commend Great Huts for setting a powerful example in welcoming Muslim travellers, and I hope others will follow suit,” he told the Business Observer.

Managing director of Great Huts Vivene Wallace, commenting on the partnership with Salaam Jamaica, said the collaboration comes as a natural extension of the resort’s commitment to cultural respect and unity.

“Together we look forward to creating a peaceful, welcoming, and spiritually nourishing environment where Muslim visitors can feel both at home and inspired. By opening our space to Muslim travellers we not only recognise this heritage, we celebrate it. Through hospitality that respects cultural and religious practices, including Halal dining, prayer accomodations, and thoughtful engagement, we hope to offer a truly inclusive and enriching experience,” Wallace stated.

Bay View Eco Resort, also located in Portland, has been identified as the next accommodation to undergo Halal training and certification.

With the global Halal or Muslim-friendly travel market projected to reach $410.9 billion by 2032, up from $256.5 billion in 2023, Gordon believes that Jamaica’s early engagement in this area could further accelerate the country’s record-breaking visitor arrivals. Last year the country welcomed more than four million tourists and generated approximately US$4.3 billion in revenue. This year, it aims to meet its ambitious 5x5x5 target of attracting five million visitors, generating US$5 billion in earnings, and creating 125,000 jobs in the tourism sector by 2025.

Based on Salaam’s initial marketing plan the organisation hopes to attract at least 1,000 Muslim travellers in its first year of operation, with the bulk of arrivals coming from North America and the United Kingdom.

“We anticipate a 25 per cent increase in arrivals by the second year, with consistent increases, as we broaden our advertising and promotional campaigns to include Muslim-majority countries in order to achieve our target of at least 10,000 arrivals within a five-year period,” Gordon said.

“We will also be looking for opportunities in markets such as Saudi Arabia and other fast-growing Muslim destinations. The reality is that Muslims, particularly the younger generations, want to travel and to see to world, which is actually something expected of us based on what is written in our holy book, the Quran, where God commands us to travel the world in order to experience other cultures and to share our own,” Gordon said.

Marketing the organisation as one dedicated to promoting Jamaica as a premier destination for Muslim visitors and other travellers who may be interested in this type of service, Cortez said the intent is create an unconventional tourism experience rooted in environmental stewardship, cultural exchange, eco-tourism, spirituality, and faith.

In addition to training and certification the network aims to provide curated, Muslim-friendly, tour packages, showcasing the island’s beauty and renowned hospitality while being treated to an authentic Jamaican Halal cuisine.

“We are incredibly excited to showcase the unique charm of our little paradise and our world-famous Jamaican hospitality — now enhanced with Halal options — to a wider global audience,” Gordon added.

Currently in the build-out phase, Salaam Jamaica is developing a website and Muslim-friendly app, with plans to launch an aggressive marketing campaign leading up to its official opening in the coming months. As the organisation continues to seek out new investors, Gordon remains optimistic about the prospects of the initiative, having already secured support from the local tourism authorities.

“Our goal is to become a leader in the Caribbean in Halal services, becoming a beacon in the region as we attract more travellers interested in these options. Jamaica is already a globally recognised brand, and we’re confident that Muslims will be eager to come and experience our culture. Local resorts will benefit significantly, as Muslim travellers tend to spend three times more than the average tourist, creating a greater trickle-down effect when compared to that for conventional tourism,” Gordon said.