<p>Halal tourism is gaining global recognition, but Muslim travellers still face challenges when visiting non-Muslim countries due to the limited availability of halal services and religious accessibility. This study applies the Push–Pull Theory to examine factors influencing Muslim travellers’ intention to travel to non-Muslim destinations and the role of AI assistants as a moderator in enhancing their experience. The research identifies two push factors—rest and relaxation and novelty and knowledge seeking—which drive travel motivation. It also considers two pull factors—availability of halal services and religious accessibility—as key determinants of destination attractiveness. AI assistants, acting as a moderator, are expected to reduce barriers by improving access to halal services, providing personalised recommendations, and addressing religious concerns. A quantitative approach is used, surveying a sample of 538 Muslim travellers with experience using AI-assisted travel tools, selected through purposive sampling via online platforms such as social media and travel forums. Data is analysed using Structural Equation Modelling (SEM) to test the relationships between push factors, pull factors, AI assistance, and travel intention. Findings from this study offer practical insights for tourism policymakers, AI developers, and hospitality industries in non-Muslim countries. By integrating AI solutions, destinations can enhance their attractiveness to Muslim travellers, making halal tourism more accessible, convenient, and appealing. Theoretically, this study extends the Push–Pull framework by incorporating AI as a technological moderator, demonstrating how digital interventions reshape travel motivation and decision-making processes in the context of religious tourism.</p>