The first Halal Travel & Taste Summit takes place in Zagreb
The Halal Travel & Taste Summit, an expert international gathering that positioned Zagreb at the centre of discussions about one of the most dynamic segments of the global event industry and tourism, was held at the Islamic Centre Zagreb, a venue that has represented a space for dialogue, culture and the meeting of ideas for decades.
At a time when global tourism is redefining its priorities, ranging from sustainability and authenticity to safety, quality and personalised experiences, halal tourism is expanding beyond a niche market and becoming a serious economic category. Today, it encompasses approximately 186 million international trips annually, while estimates show that by 2030 this number could reach as many as 245 million trips. At the same time, the annual spending of guests who use services compliant with the halal standard is expected to reach around 280 billion US dollars.
The summit brought together domestic and international experts from the fields of tourism, hospitality, gastronomy, certification systems and the economy, with the aim of opening a dialogue on how Croatia can secure a stronger position on the map of global halal-friendly destinations. The Halal Travel & Taste Summit was organised by LUX Promocija in co-organisation with the Center for Halal Quality Certification, while the hosts and patrons were the Zagreb Medžlis of the Islamic Community, the Islamic Community in Croatia, the Ministry of Tourism and Sport of the Republic of Croatia and the City of Zagreb.
The program was opened by the organiser, Sunčana Matić from LUX Promocija, who pointed out in her welcoming address that Croatian tourism is facing a new developmental phase where quality, sustainability, cultural sensitivity and mutual respect are becoming just as important as traditional tourism products. “Through the Halal Travel & Taste Summit in Zagreb, we are opening a platform that contemplates the future. Halal tourism is one of the fastest-growing segments of the global tourism industry and an increasingly clear indicator of quality, health, safety, trust and inclusivity standards,” Matić noted. She emphasised that the Halal Travel & Taste Summit represents a natural continuation of LUX Promocija’s multi-year work on developing specific forms of tourism, especially religious tourism, long-term cooperation with the Center for Halal Quality Certification, as well as encouraging the valorisation of cultural and historical heritage in tourism. She pointed out that today Croatia possesses the knowledge, experience and institutional framework to create tourism products that can meet the needs of contemporary international markets, while halal tourism provides added value and a new perspective to the tourism industry.
Standards and certification as the key to trust and new competitiveness
Special weight and a strategic dimension were given to the event by the hosts of the gathering, whose speeches strongly directed the discussion towards a long-term vision for the development of Croatian tourism and the economy. In his keynote address, the President of the Mešihat of the Islamic Community in Croatia, Mufti Academician Dr Aziz ef. Hasanović, pointed out that holding the first Halal Travel & Taste Summit represents an important step forward not only for Croatian tourism and entrepreneurship but also for international economic cooperation. Speaking about the importance of connecting different markets, institutions and business partners, he emphasised that contemporary tourism is no longer just a matter of destinations, but of building relationships of trust, mutual understanding and long-term cooperation. He said that gatherings like this open up space for new investments, stronger international partnerships and the economic connection of Croatia with global markets. He emphasised that with its geographical position, safety, cultural diversity and quality of tourism infrastructure, Croatia possesses exceptional prerequisites for a stronger positioning in the growing global halal market.
An equally strong message was sent by the President of the Zagreb Medžlis of the Islamic Community and Assistant to the President of the Mešihat for Process Management, Nermin ef. Botonjić, reminding everyone that since its very foundation, the Islamic Centre Zagreb has represented a meeting place for ideas, expert analyses and social dialogue. Speaking about rapid global changes and the transformation of the tourism market, he pointed out that today halal no longer exclusively represents a dietary or certification standard, but is increasingly becoming a symbol of quality, safety and added value. He concluded that precisely in times of intense changes, one must recognise new opportunities and development models, and look at halal as a tool that can further strengthen the competitiveness of Croatian tourism and the economy at an international level.
Muhamed Mandžić, head of the Center for Halal Quality Certification, pointed out that Croatia has very good prerequisites for a stronger positioning in this market. “Today we are talking about a market that is recording continuous growth and represents a significant opportunity for tourist destinations worldwide. Croatia has a quality tourism infrastructure, a rich gastronomic offer and a developed halal certification system, which represents a good foundation for the further development of this tourism segment. The key message of the Summit is that halal means trust, and trust is the foundation of every successful tourism experience,” Mandžić stated.
Support for the development of halal tourism was also emphasised by representatives of key economic and institutional partners. The Vice President of the Croatian Chamber of Trades and Crafts, Joso Smolić, pointed out the importance of involving small and medium-sized entrepreneurs and craftsmen in the development of new tourism markets and specialised tourism products, emphasizing that quality, authenticity and local production represent one of the greatest strengths of the Croatian offer. The Vice President of the Croatian Chamber of Economy, Andreja Vukojević, spoke about the importance of connecting the economy, the tourism sector and international partners, as well as the need to recognise new market opportunities that can open up space for additional economic growth and investments. The envoy of the Mayor of the City of Zagreb, Ivana Novak from the City Office for Economy, Ecological Sustainability and Strategic Planning, pointed out that Zagreb is continuously developing a model of an open and inclusive European metropolis that wants to further strengthen its international identity and attract high-value-added markets through new tourism initiatives.
Market potential and practice: Croatia as a year-round halal destination
The Summit’s program was designed as a cross-section of global trends, market potentials and concrete business experiences. The first panel discussion titled “Halal as a global tourism trend” raised questions about the development of new tourism models and market opportunities. Participants in the discussion included Ana Bogović, Hotel Manager at Hilton Hotels Zagreb, Waleed Jahangir, CEO of the London Halal Tourism Show and Chairman of the British Islamic Trade Association, and Zoran Šimunić, Director of Naše klasje. The panel was moderated by Leon Matić.
The international perspective was further enriched by Waleed Jahangir, one of Europe’s most influential Muslims, who delivered an engaging Master Class on the possibilities of integrating Croatia into the growing halal tourism market. He stated that Croatia would soon become a halal tourism sensation and attract a large market even outside the main summer season, adding that it is necessary to prepare and educate the tourism sector and work further on promoting Croatia as a halal-friendly destination.
The topic of the second panel, held under the title “Building trust through halal standards and certification”, was dedicated to the issue of standardisation and trust. Marina Babić from the Croatian Standards Institute spoke about the role of standards and certification in building security and transparency in halal services, with a focus on tourism. The third panel titled “Halal standards and certification in tourism practice” brought experiences from the hotel and catering sector. Sharing their experiences were Ivona Buljević, Hotel Manager at Grand Hotel View in Postira on Brač, Sanja Peterlić from Supera kvaliteta, Damir Alihodžić, Director of the Agency for Halal Quality Certification of Bosnia and Herzegovina, and Dario Kožul, founder of the BioMania brand and restaurant. The panels were prepared and moderated by Sunčana Matić.
The event was attended by members of the diplomatic corps, international organisations, business professionals and numerous guests from the public and tourism sectors. The organiser extended gratitude to everyone who helped bring the gathering to fruition, especially to the Ambassador of the Republic of Turkey in Zagreb, H.E. Nurdan Erpulat Altuntaş, Fuat Korkmaz, coordinator of the Yunus Emre Turkish Cultural Centre in Zagreb, a partner of the Summit, and Ahmet Hamdi Şuşoğlu, Advisor for Religious Affairs at the Embassy of the Republic of Turkey in Zagreb, for the support provided.
In the experiential-gastronomic part of the program, organised in cooperation with the Yunus Emre Turkish Cultural Centre in Zagreb, Turkish chef Özgür Koca presented selected specialties of Anatolian cuisine. Participants had the opportunity to taste authentic flavours from the heart of Turkey and learn about the richness and diversity of Turkish gastronomic heritage. Through this gastronomic experience, one of the key messages of the Summit was further confirmed that gastronomy today is not just a part of the tourism offer, but a powerful cultural and economic tool for connecting people, identities and destinations, as well as a significant form of promotion.
Alongside the initiative for the further development of standardisation and normative frameworks related to halal tourism, the conclusion of the Summit was clear: Croatia possesses all the prerequisites to become a recognised halal-friendly destination. At a time when tourists increasingly seek safety, authenticity and trust, according to recent statistics, halal is no longer viewed merely as a standard, but is becoming the language of modern tourism and an important economic instrument of the future for which the Croatian tourism market should prepare intensively, strategically and in the long term.
