PR News | Telum Media (53)

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Eman Marhoon takes on new role at airport company

Bahrain Airport Company (BAC), the operating and managing body of Bahrain International Airport (BIA), has appointed Eman Marhoon as Vice President, Corporate Communications. In this role, she leads BAC’s commu…

2 Feb 2026 2 mins read

As halal tourism gains momentum across Asia and beyond, the way destinations communicate Muslim-friendly offerings is undergoing a quiet but significant transformation. Once centred on certifications and labels, halal tourism communications today has moved beyond surface-level claims to speak to travellers’ faith while remaining relevant to wider audiences. Telum spoke with Chatrine, Senior Advisor at Vero, and Joanne Yue, Director of Communications at The Mira Hong Kong, to explore what is changing in halal tourism communications and how earned media is shaping credibility in this space. From niche to norm: faith as a design principle in travel Insights from Vero’s Halal Tourism study conducted in 2025 offer a glimpse into this shift. Indonesian Muslims, who make up 12.7 per cent of the global Muslim population, are increasingly redefining halal tourism as a lifestyle movement rather than a standalone travel segment. Reflecting on the findings, Chatrine observed: “Faith is no longer a niche filter - it has become a design principle shaping how modern travellers engage with the world.” Rather than foregrounding religious markers, she explained that effective communications integrate faith-informed values into experience design, using broadly resonant themes such as empathy and connection. This reframing positions halal tourism as an organising principle for experience design, not a specialised product. Chatrine also highlighted the rise of “soft-faith signalling”, particularly among Indonesian travellers. Subtle cues such as inclusive imagery or culturally familiar dining rituals signal welcome without overt religious labelling, enabling destinations to communicate inclusion without narrowing their audience. Turning values into experiences At the execution level, hotels are beginning to translate these principles into visual storytelling and immersive experiences. Joanne shared that communications efforts at The Mira are guided by openness, inclusivity, and diversity. Promotional content mirrors authentic, on-the-ground experiences, guided by an Arabic-speaking guest ambassador, while also highlighting nearby halal dining options that are relevant to all travellers. Offline moments have also become an extension of this strategy. The hotel’s first Ramadan Iftar Dinner, co-organised with Miramar Travel and the Consulate General of Türkiye in Hong Kong, brought together consuls general from Middle Eastern and Asian countries, Muslim community leaders, and tourism officials. Coverage extended beyond the event through social media, allowing the experience to travel across markets. The hotel’s initiatives, she explained, balance faith awareness with broad appeal. “By showcasing authentic flavours and cultural exchange through contemporary formats, content can feel aspirational yet relatable - resonating with Muslim travellers while remaining accessible to global audiences.” Why earned media matters more than ever Alongside storytelling, earned media has emerged as a cornerstone of credibility-building in halal tourism. “For emerging Muslim-friendly destinations, third-party validation from journalists, cultural commentators, or trusted digital creators - is what transforms perception into belief," Chatrine remarked. In fact, Vero’s study revealed that only 11 per cent of surveyed Indonesian Muslim travellers consider formal halal certification essential when booking travel, suggesting that lived experiences and trusted narratives hold greater influence than official labels. Chatrine explained that as a result, earned media strategies are increasingly designed around building “trust equity” over sheer coverage volume - proritising narratives that humanise destinations and show, rather than tell, how Muslim travellers are welcomed. At The Mira, earned media exposure across local and international outlets has helped place the hotel on the regional radar, including recognition in TimeOut Hong Kong’s Halal Guide, co-curated with the Hong Kong Tourism Board. However, Joanne emphasised that impact comes less from visibility alone and more from context. Coverage on Muslim-friendly efforts, she noted, should articulate broader purpose and intent, which could be achieved by inviting journalists to experience offerings first-hand, through behind-the-scenes access to halal kitchens and interviews with senior leadership. At the same time, Chatrine highlighted the rise of values-driven journalism, which has created new opportunities to position Muslim-friendly destinations within broader conversations around inclusivity, sustainability, and cultural understanding. This re-framing helps halal tourism communications move beyond a “special interest” lens and into the mainstream travel narrative. Signalling belonging, not just compliance As halal tourism communications continue to evolve, Chatrine offered a clear direction: “Faith-based storytelling today isn’t about religion alone. It’s about reassurance, making travellers feel that their beliefs and identities can travel with them freely, seamlessly, and joyfully.” Built on a foundation of compliance, communications in this space are most effective when they articulate a sense of belonging for Muslim travellers while tapping into universal values that resonate across cultures and faiths - with earned media acting as the catalyst that moves perception into trust.

Feature

Beyond certification: How storytelling is building trust in halal tourism

As halal tourism gains momentum across Asia and beyond, the way destinations communicate Muslim-friendly offerings is undergoing a quiet but significant transformation. Once centred on certifications and labels…

2 Feb 2026 4 mins read

Moves

Adora Sarah Chou steps up to CMO at F&B brand

Guzman y Gomez has elevated Adora Sarah Chou to Chief Marketing Officer. Based in Singapore, she leads branding, public relations, and marketing efforts for the fast food chain in the Singapore market.

30 Jan 2026 1 min read

Moves

Ricky Alexander Samosir lands a new role

Grab has welcomed Ricky Alexander Samosir as Media Relations and Communications Manager.

30 Jan 2026 1 min read

Industry update

iD Collective welcomes new client

iD collective has announced that it has been appointed to represent wellness entrepreneur, brand strategist and media creator, Perry Howell.

30 Jan 2026 1 min read

Industry update

Italian fashion house appoints agency of record for Australia

Luxury Italian fashion house, Missoni, has appointed independent strategic agency, Melior, as its communications agency of record for Australia.

30 Jan 2026 1 min read

Moves

Aston Martin Lagonda apppoints APAC Head of Marketing & PR

Stephan Galla has taken on an expanded remit as Head of Marketing & PR, APAC at Aston Martin Lagonda.

30 Jan 2026 1 min read

Industry update

Concerto welcomes CAPZA as a shareholder

Concerto, an international group specialised in business intelligence, strategic communications, and public affairs, with presence in Africa and the Middle East, announces the entry of CAPZA into its capital as…

30 Jan 2026 2 mins read

Industry update

PRCA APAC Conference 2026 set for March in Singapore

The PRCA APAC Conference will take place on 4th March 2026 in Singapore.

30 Jan 2026 1 min read

Moves

Pead strengthens its consumer leadership with a promotion

Creative communications and reputation management agency, Pead, has promoted Jack Spence to Account Director.

30 Jan 2026 1 min read

Moves

ASUS Australia welcomes new PR and Communications Manager

ASUS Australia has announced the appointment of Kristian Kraft as its new PR and Communications Manager.

30 Jan 2026 1 min read

Moves

Coles taps former PM's Chief of Staff to lead corporate affairs

Coles Group has confirmed to Telum Media that Clive Mathieson will lead its corporate affairs function from 10 March as Group Corporate Affairs Officer. The appointment follows the winding down of strategic com…

29 Jan 2026 1 min read

Moves

New expanded role for Antoine Geadah

Memac Ogilvy MENA has promoted Antoine Geadah to Regional Managing Director for Qatar and Jordan, in addition to his newly appointed role as Chief Growth Officer for MENA, effective immediately.

29 Jan 2026 2 mins read

Research

FleishmanHillard publishes leadership playbook for an uncertain era

FleishmanHillard has published "Licence To Lead: A Leadership Playbook for an Uncertain Era," a global study that features the opinions of 1,550 business and political leaders and 4,000 engaged consumers, which…

29 Jan 2026 4 mins read

PURPLE Hong Kong welcomes womenswear label into fashion roster

PURPLE has been appointed the communications agency of record for ba&sh in the Hong Kong market.

29 Jan 2026 1 min read

Moves

Senior appointment at New World Makati Hotel

Melissa Villena Ferrer has joined New World Makati Hotel as Director of Marketing and Communications.

29 Jan 2026 1 min read

Moves

Imogen Corlette begins new chapter in NFP space

Imogen Corlette has joined the team at SGCH (St George Community Housing) as Media, Editorial and Advocacy Lead.

29 Jan 2026 1 min read

Moves

PRecious Communications bolsters financial comms capabilities with senior hire

PRecious Communications has appointed Chip Keng Ng (Chip) as Senior Vice President to lead its corporate and financial practice.

29 Jan 2026 2 mins read

Industry update

Global agency network bets on Brisbane talent

Brisbane-based strategic brand consultancy, LCC Group, has joined Capel Group, a new global network of independent agencies, as its first Australian founding agency, alongside specialist consultancies across th…

29 Jan 2026 2 mins read

North Seventy Five names Managing Director

North Seventy Five, part of European communications network Paritee, has announced the appointment of Kirsty O’Connor as Managing Director.

29 Jan 2026 2 mins read

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