It’s a magnet for sun-deprived tourists from northern Europe, drawn to its long sandy beaches, pretty coves and ancient sites. Along Turkey’s Turquoise Coast, holidaymakers down exotic cocktails and ice-cold beers between dips in the sparkling Mediterranean and snoozing on the sun-lounger.
But an increasing number of hotels in and around Antalya are turning away from the traditional resort fare of booze and bare flesh in order to attract a new and growing clientele: Muslim tourists.
Halal travel, catering for Muslim requirements, is undergoing a boom. Worth $177bn (£136bn) in 2017, the market is expected to reach $274bn by 2023, according to the most recent state of the Islamic economy report.
Driven by a rapidly expanding global population and a burgeoning middle class, overall Muslim lifestyle spending – including food, fashion, cosmetics, media and recreation – was worth an estimated $2.1tn in 2017.
The report – produced annually by analyst Thomson Reuters – says that the halal travel sector is “spreading its wings through offering cultural, historical, religious and beach tourism. Muslim-friendly beach resorts are proving particularly popular.”