Muslim Friendly Adventure Tourism among Generation Z in Malaysia: Needs and Preferences

Abstract

The global Muslim travel market continues to expand rapidly, yet the integration of Muslim friendly principles within adventure tourism remains limited, particularly in addressing the needs of younger Muslim travellers. While Malaysia has positioned itself as a leading Muslim friendly destination, limited attention has been given to the integration of Muslim friendly principles within adventure tourism, particularly for Generation Z. This study aims to analyse Gen-Z’s needs, and preferences regarding Muslim friendly adventure tourism in Malaysia. A quantitative research design was employed, with data collected from 150 Malaysian Gen Z respondents selected through purposive sampling based on the criteria of being Malaysian and having interest or experience in tourism-related activities, using a structured questionnaire administered via Google Forms. Descriptive analysis was conducted to examine respondents’ awareness, perceived needs, and preferred attributes of Muslim friendly adventure tourism. The findings indicate the key needs identified include the availability of halal food, accessible and hygienic prayer facilities, gender-segregated amenities, flexibility in religious practices, and the presence of same-gender guides during adventure activities. In terms of preferences, Gen Z travellers favour adventure operators that clearly communicate Muslim friendly features through digital platforms and provide transparent information on facilities and services. The study contributes to the limited empirical literature on Muslim friendly adventure tourism by focusing on Gen Z, an emerging and influential market segment. Practically, the findings offer insights for tourism operators and policymakers to enhance inclusivity, service design, and marketing strategies in Malaysia’s adventure tourism sector.