From hotels with segregated swimming pools to jelly made from seaweed instead of pig bones, Buddhist Thailand is chasing halal gold as it welcomes Muslim visitors and touts its wares to the Islamic world. [Photo/Agencies]

'Ahead of the curve'

Despite a decade of political turbulence, Thailand has seen an explosion in tourist arrivals, from 13.8 million annual visitors in 2006 to a record 32.5 million last year.

Western arrivals have largely remained a constant. The biggest increase in arrivals comes from China, skyrocketing from just 949,000 arrivals 10 years ago to 8.7 million visitors in 2016.

But Muslim countries are also sending their citizens.

An AFP analysis of government figures shows visitors from key majority Muslim nations in the Middle East and Asia have risen from 2.63 million in 2006 to 6.03 million last year.

"Thailand was ahead of the curve," says Fazal Baharden, founder of the Singapore-based Crescent Rating, which rates which countries are most welcoming to Muslim travelers.

Thailand routinely places in the top two for non-Muslim majority nations alongside Singapore in Crescent Ratings' annual survey of halal destinations.

"They've really recognized the Muslim consumer market is worth tapping into," he explains, adding medical tourism, shopping and high quality hotels are the primary draws.

Baharden says the Islamic travel market is one of the world's fastest growing thanks the growth of cheap flights and booming Muslim middle classes. He estimates the number of Muslim travelers has surged from around 25 million a year in 2000 to 117 million in 2015.

But it is not just at home that Thailand has gone halal.