Halal Tourism — is gaining ground in the region.

Attracting visitors and participants to the exhibitions is big business these days as the demand for Halal products is on the rise.

Halal Islamic Shariah-compliant products and services, with an estimated 1.8 billion world consumers, generating as much as $2.1 trillion annually, is gaining more popularity not only among Muslims but also among non-Muslims, regardless of their ethnic, religious and cultural backgrounds, according to industry experts who spoke to Khaleej Times.

Introducing a new concept of 'Halal Tourism', the Al Jawhara Hospitality Group (JHG) based in Dubai, brought on show the 'Pure Rooms' event, the first of its kind in the Middle East that strictly adheres to Islamic hospitality.

Hani Lashin, JHG general manager said the group was following international standards though offering totally Halal services. "No liquor is allowed within our apartments and hotels," Lashin said adding that the entire foodstuff presented is Halal and contains no pork or unlawfully slaughtered animals.

Observing that some 60 to 70 per cent of the group's customers are non-Muslims, Lashin said the company follows a strict dress code and does not tolerate allow for men and women to mingle or mix in public places, offering separate cafeterias, restaurants and swimming pools.