Will Malaysia Inspired Halal Cruises Go The Same Way As Airline Counterpart Unsustainable Go Bust

---

 
THE market for Muslim-friendly hospitality and tourism services is fast expanding. So much so that Malaysia has launched is first Muslim-friendly cruise on board MV Piano Land which commenced its maiden voyage from Port Klang yesterday (Nov 29) to Penang (later voyages will include Langkawi).
Malaysia TIV Data
This is no novelty cruise as Malaysia has made its ambition clear to become a global hub for halal tourism, especially as the Muslim travel market continues its rapid growth.
The Muslim travel market is massive and growing. According to data cited by halal travel advocates, it’s projected to exceed €200 bil (RM958 bil) by 2030. Malaysia is positioning itself to capture a big slice.
The MV Piano Land’s launch is more than just adding a new ship. It fits into a larger national strategy.

The Malaysian government – in tandem with the Malaysia Association of Tour and Travel Agents (MATTA) – had unveiled the initiative during the MATTA Muslim-Friendly Travel Fair (MFTF) in October 2025.
Part of the broader Visit Malaysia Year 2026 (VMY 2026) campaign where halal tourism is being heavily promoted, MV Piano Land boasts, among others, 100% halal food, mocktails and other alcohol-free beverages, dedicated prayer rooms and onboard prayer time guidance.
This move could potentially make cruising a lot more accessible and pleasant for millions of Muslim travellers who struggle with limited menu options, an abundance of affordable alcohol and a lack of other Muslim-friendly activities and facilities on cruises.

With 880 cabins sprawled out over 10 decks, the ship will be able to accommodate 1,760 passengers, offering something for wellness travellers, religious travellers and multi-generational families alike.
The Muslim travel market is massive and growing with halal travel advocates projecting it to exceed €200 bil (RM958 bil) by 2030 (Image credit: Freepik)Rayani Air memory
So far, it is sound logic.
But not everything is as straightforward as declaring something as ‘halal’ and expecting scores of Muslim patrons to be lining up.
Point in case is the local attempt at launching a Shariah-compliant airline – Rayani Air.
Launched in December 2015 amid much fanfare, it followed Islamic principles by banning alcohol and pork by serving only halal meals while requiring flight crew to wear hijabs and non-Muslim crew to dress modestly.

Given the frequent grumblings from Muslim politicians about the serving of booze on national carrier Malaysia Airlines and the inappropriate uniforms for female crew members, one would have thought that such an airline would have been a huge success.
Alas, Rayani Air was short-lived. It ceased operations in 2016 due to financial, management, and safety issues. The airline’s operational problems included flight cancellations, a lack of funding and a pilot strike, leading to its license being revoked by the Malaysian government.
That should serve as a clear warning sign that not everything goes to script and that sticking a halal logo on something does not guarantee success.

There are a number of issues surrounding this concept. First and foremost, in Malaysia, cruises largely revolve around gaming which circumvent the need for gambling licenses when sailing in international waters.

Their success is largely down to this and the ships’ ability to cater to a diverse clientele that may want to enjoy an alcoholic beverage or party the night away.
Take that away and the clientele becomes very insular. Muslims may constitute the majority in Malaysia but will it be enough to sustain a cruise ship business?
It is most certainly hoped that MV Piano Land is a success as it will be a positive step in making Malaysia a global name for halal tourism. But for it to succeed, locals will first need to warm to the idea. –  Focus Malaysia

---