Singapore Collaborated With Maher Zain to Promote Its Muslim-Friendly Destinations

Singapore recognizes the rising importance of the halal economy including halal tourism and that it should strive to meet the needs of Muslim tourists when visiting a country.

By Singapore Tourism Board on February 7, 20233 minutes read

Kuala Lumpur, 10 January 2023 – Singapore Tourism Board (STB) collaborated with Maher Zain, an international singer, writer, and music producer, to promote halal tourism in Singapore. The regional campaign, takes the form of three travel videos, is part of STB’s “SingapoReimagine” campaign, designed to encourage Muslim tourists from Indonesia, Malaysia, and Brunei Darussalam to visit Singapore. Visitors may access the video series on Visit Singapore’s official YouTube channel and witness Maher’s exploration of new, little-known tourist attractions and halal dining options in Singapore.

Singapore recognizes the rising importance of the halal economy including halal tourism and that it should strive to meet the needs of Muslim tourists when visiting a country. The availability of Muslim-friendly facilities in popular tourist areas, such as Halal food and prayer rooms, makes traveling in Singapore a worry-free experience for Muslim tourists. According to the MasterCard-CrescentRating Global Muslim Travel Index (GMTI) 2022, Singapore has again been ranked as the top Muslim-friendly tourist destination among non-OIC (Organization of Islamic Cooperation) countries. Singapore has successfully maintained this position since the launch of GMTI in 2015.

The Lebanese-born musician Maher began his career in 2009 with the release of the album entitled Thank You Allah through social media through which he gained wide spread popularity In addition to his numerous hits in the Islamic music genre, the singer often performs in countries with Muslim communities, such as Indonesia, Singapore, Malaysia, and Brunei Darussalam. In light of Maher Zain’s popularity in these countries, the Singapore Tourism Board is excited to collaborate with him to reach out to this segment which is aligned to its key target markets.

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The collaboration is part of Singapore’s continuous efforts to attract and meet the needs of Muslim tourists. These includes the publication of the Muslim Visitor Guide, which provides information for Muslim tourists in Singapore, and collaborations with several lifestyle brands and media outlets that cater to the Muslim market.

John Gregory Conceicao, STB’s Executive Director for Southeast Asia, said “Malaysia, Indonesia and Brunei Darussalam are key source arrival markets for Singapore. We will continue to innovate and create seamless and reimagined experiences for Muslim travellers to ensure their needs are met. I am confident that Singapore offers a wide range of experiences and offerings to Muslim visitors. We hope that this collaboration with a global star like Maher Zain will help spotlight Singapore as an attractive destination amongst his international fans and the rest of the Muslim travel market.

During Maher Zain’s exploration of Singapore, he is accompanied by Shahril Wahid, a Singaporean television personality who plays host and provides local viewpoints. On the first episode, Maher Zain experiences the new SkyHelix Sentosa attractions, gets close to marine life at the S.E.A Aquarium and Dolphin Island, and visits Lazarus Island. The second episode focuses on some of Singapore’s culturally rich neighborhoods, such as Kampong Gelam, Katong, and Joo Chiat. Finally, in the third episode, Shahril invites Maher to experience a number of innovative and sustainable lifestyle experiences. These experiences include the National Museum of Singapore, ION Orchard, Bynd Artisan, and Gardens by the Bay. Further information about the places visited by Maher Zain can be seen in Appendix A.

Maher Zain, multi-platinum singer, songwriter, and music producer said: “For me, Singapore is a Muslim-friendly destination with exciting and innovative leisure experiences. The only way to get to know a country and its people is by exploring its cultures and food. Singapore has amazing halal culinary options, vibrant neighbourhoods, and differentiated experiences. This journey made me appreciate Singapore even more.”

Videos of Maher’s trip to Singapore can be watched on the VisitSingapore Youtube links below.