Cape Town can do more to promote the city as a Halaal tourism destination, says CEO of Cape Town Tourism Enver Duminy.
Duminy says there are many opportunities for Muslim travel which have not been sufficiently highlighted locally.
Almost a quarter of the world's growing population is Muslim, which he says presents a large market for the city to exploit.
However, Duminy explains that Cape Town has been branded as a leisure destination primarily for the European experience.
He says that tourism officials need to make a concerted effort to change the dominant narrative around Cape Town's best attractions.
We've got all of the activities, experiences, food and culture that speaks to that market, and yet we haven't been promoting it.— Enver Duminy, CEO of Cape Town Tourism
A 2015 study shows that Muslim tourists represent close to 10% of the global travel economy and will continue to grow over the years.
He explains that promoting Muslim trade and businesses will require a collaboration between communities and bigger industries.
Listen to the full conversation from CapeTalk's Breakfast with Kieno Kammies: