Halal tourism, which caters to Muslim travellers' religious and cultural needs, has emerged as one of the fastest-growing industry segments (for more on this subject subscribe to VOLT and download the "Halal Travel" edition).

The annual Hajj pilgrimage to Mecca in Saudi Arabia is now a major global travel phenomenon, with more than 151.6 million airline seats scheduled for the 2025 event - a 1.2 million seat increase compared to 2024.

Data from travel intelligence company Mabrian reveals that most top source markets showed increased air connectivity for Hajj 2025 (which ran from June 4-8, 2025). Brazil leads the growth with an 8.2% increase in seat availability, followed by Germany at 3.4%.

Nearly all of the top 10 source markets by air connectivity have shown increases compared to Hajj 2024, including the United States (+0.1%), India (+0.6%), Japan (+3.2%), Spain (+2.7%), United Kingdom (+1%), Germany (+3.4%), Turkey (+4%), Italy (+0.6%), and Brazil (+8.2%). China was the only exception, with a 3% decline in seat availability.

Among countries with significant Muslim populations, Malaysia leads with a 12.6% increase in seat availability, followed by Egypt (+8.5%), Ethiopia (+5.1%), and Pakistan (+4.8%). Indonesia showed a decline of 8.6%.

The data reveals distinct accommodation patterns amongst pilgrims. Average stays range from 1.8 nights for domestic visitors to 3.1 nights for international travellers, with Egyptians, Indonesians and British visitors staying longest at around three nights each.

Hotels remain the dominant choice, with 88% of visitors choosing traditional accommodation whilst 12% opt for apartments or alternative lodging. Among hotel guests, 35.2% stay in five-star properties, 28% choose 4-star hotels and 19.5% select three-star accommodation.

Accommodation preferences also vary by group composition. Hotel guests are primarily couples (50.5%), whilst apartment users favour group bookings, with 52.1% booking properties for three-to-five guests and 20.6% choosing larger accommodations for more than five people. Just 2.3% are solo travellers.

"Hajj is not only a profound spiritual journey, but also a major global travel event," says Carlos Cendra, partner and director of marketing & communications at Mabrian. "Our data highlights how destinations, airlines, and accommodation providers may adapt to the evolving needs of religious travellers, a key and growing segment globally."

The findings underscore the economic significance of religious tourism, with Hajj representing one of the largest annual gatherings worldwide, attracting millions of Muslim pilgrims to Saudi Arabia.