Halal tourism, also known as Halal travel or halal-friendly tourism, is a unique subcategory that caters to Muslim families who abide by Islam's rules. It offers travel to destinations that provide facilities and services aligning with Islamic beliefs and practices, presenting a significant market opportunity.

At present, the tourism platform or the online travel agencies (OTAs) are led by booking.com and agoda.com (Kayak and Priceline), both owned by Booking Holdings. Booking Holdings took 60% of the OTAs market share, and this opportunity slipped away from OIC. As the largest inter-cooperation organization in Islamic countries, OIC must elevate its core element of Halal and Islamic values by integrating all tourism avenues, such as hotels and services, into one OIC platform across 57 member states. This way, trading on travel services can be improved remarkably within OIC countries.