Muslim Travelers Want to Taste Japan, But Halal Food Is Still Their Biggest Concern

A Survey of 544 MATTA Fair Visitors Reveals What Muslim Travelers Want From Japan and What Could Make Their Trips Easier

For many Muslim travelers, food is one of the biggest reasons to visit Japan. But it can also be one of the biggest sources of uncertainty when planning the trip.

A survey conducted by Halal Media Japan, operated by Food Diversity Inc., at MATTA Fair September 2026 in Kuala Lumpur, Malaysia, asked 544 visitors interested in traveling to Japan about their travel plans, interests and concerns.

MATTA Fair September 2026

The results revealed a striking contrast.

Around 77% said Japanese food and cuisine were among the experiences they most wanted to enjoy in Japan. At the same time, approximately 40% selected finding halal food as their biggest concern when traveling in Japan.

In other words, food is not simply something Muslim travelers need during their trip.

It can be both a major reason to choose Japan and something they need to feel confident about before they arrive.

Food Comes First on the Japan Wishlist

When respondents were asked what they wanted to experience in Japan, Japanese food and cuisine ranked first at approximately 77%.

It was followed by:

• Traditional culture and historical sites: approximately 60%
• Seasonal scenery such as cherry blossoms, autumn leaves and snow: approximately 51%

The results show that Japan’s food, culture and distinct seasons continue to play an important role in attracting prospective visitors.

For Muslim travelers, however, wanting to experience Japanese cuisine does not necessarily mean knowing where or what they can confidently eat.

And that is where the other side of the survey becomes particularly important.

Finding Halal Food Is the No. 1 Concern

When asked about their biggest concern regarding a trip to Japan, approximately 40% of respondents chose finding halal food, making it the most commonly selected concern.

Other concerns included:

Travel expenses: 14%
Prayer spaces: approximately 12%
Language and communication: approximately 10%
Reliable Muslim-friendly travel information: approximately 10%

The findings highlight an important point for Muslim travelers: knowing that a destination has something appealing is only one part of deciding whether to go.

Practical questions matter too.

What can I eat there?
Where can I pray?
What exactly does a restaurant mean when it says it accommodates Muslim guests?
Can I find reliable information before I arrive?

Clear answers to these questions can make it easier for travelers to decide whether a destination fits their needs. The survey similarly emphasizes the importance of providing accurate information before the trip about what travelers can eat, where they can pray and the extent of available accommodations.

About 3 in 4 Are Planning to Visit Japan Within Two Years

These concerns are especially relevant because many respondents were not simply thinking about visiting Japan someday.

They were already considering an upcoming trip.

Approximately 53% said they planned to visit Japan within the next 12 months, while another 23% planned to visit within one to two years.

Combined, that means around 76%, or roughly three in four respondents, were planning a Japan trip within the next two years.

Another 15% said they wanted to visit Japan but did not yet have specific plans, while only around 2% said they were not currently planning a visit.

For destinations, restaurants and tourism businesses in Japan, these travelers therefore represent more than distant future demand.

Many are already deciding where to go, what to eat and whether they can travel comfortably there.

Why Information Before the Trip Matters

Halal Media Japan booth was packed with visitors interested in traveling to Japan.

The survey suggests that simply having halal food or prayer facilities available may not be enough.

Travelers first need to find and understand that information while planning their trip.

Before choosing a destination, they may be checking whether suitable meals are available, whether there is somewhere to pray, what level of Muslim-friendly accommodation is provided and whether the information they find is trustworthy.

This can be particularly important for Japanese destinations outside internationally famous cities such as Tokyo, Osaka and Kyoto.

A region may already have attractive food, culture, seasonal scenery and experiences. But if international travelers cannot find enough information to understand how they could actually experience that destination, it may never make it onto their itinerary.

Providing practical, easy-to-find information can therefore help travelers consider destinations they may not previously have known.

What Else Do Muslim Travelers Want to Know About Japan?

The findings above represent only part of the survey.

The full MATTA Fair September 2026 Japan Travel Awareness Survey Report also analyzes topics including:

• differences in travel intentions based on previous visits to Japan
• which regions travelers want to visit next
• preferred seasons for visiting Japan
• how travelers use Google, Instagram, TikTok and AI to research their trips
• how travel concerns change depending on previous Japan experience
• specific requests and expectations expressed in open-ended responses

The report is intended to provide useful insights for local governments, DMOs, tourism associations, accommodation providers, restaurants and other organizations working to welcome international visitors to Japan.

Want to know where Muslim travelers plan to go next, when they want to visit, and how they research Japan?

Download the full MATTA Fair September 2026 Japan Travel Awareness Survey Report here.

About the Survey

Survey conducted by: Halal Media Japan / Food Diversity Inc.
Survey period: September 4–6, 2026
Location: MATTA Fair 2026, Kuala Lumpur, Malaysia
Valid responses: 544
Method: Web-based questionnaire

Questions covered previous travel to Japan, timing of the next planned visit, preferred seasons and destinations, travel information sources, desired experiences, travel concerns, interest in travel services and open-ended feedback.

Important note: The survey was conducted among visitors who responded at MATTA Fair and therefore should not be interpreted as representative of all Malaysian travelers. For multiple-choice questions allowing more than one response, percentages indicate the proportion of respondents who selected each option.