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UN Tourism Outlines Vision on how to Develop Halal Tourism

24-25 April 2024                                      

UN Tourism presented its ideas on how to develop Halal tourism during an online workshop organized by the Social Research and Training Centre for Islamic Countries (SESRIC), the Ministry of National Development Planning of the Republic of Indonesia, and the Islamic Centre for Development of Trade (ICDT). 

Highlights:  

The online workshop brought together 220 experts, executives and representatives from Ministries and Government Agencies in OIC countries responsible for trade, industry, tourism, and Islamic affairs, as well as academia interested in Islamic economics, Halal industrial development, and related fields. 

Topics covered during the two-day workshop included Halal certification standards, policy and regulatory frameworks, strategies and best practices aimed at developing a segment ranging from products, services and consumers to traditions, expectations, and the specific needs of Muslim travelers. 

UN Tourism proposed to workshop participants the development of a unified Halal tourism certification framework that, for a start, would rest on two interlinked steps: an assessment of available Halal Tourism practices and standards, including a detailed assessment of the main standards and practices currently being implemented by those countries leading within the sphere of Halal tourism, followed by a Halal tourism Action Plan aimed at ensuring regulatory, legal and institutional consonance amongst participants.  

If implemented, this joint Halal tourism framework, supported by capacity-building, would allow for common criteria and standards in Halal tourism, thus improving international competitiveness and overall service quality and excellence within participatory countries. The proposal was met with interest by participants, especially as a main deficiency identified is the current lack of unified global standards that could be adopted by the tourism industry.   

Stay Tuned: 

Together with SESRIC and other interested partners, UN Tourism will continue to explore the possibilities of such a technical cooperative approach. 

Related links:

• Workshop on 'Halal Industry Development in OIC Member Countries'

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How Halal Tourism is Reshaping the Global Tourism Industry

May 29, 2018 •

3 min reading

Spending by Muslim travelers is expected to rise to US$220 billion by 2020, with the number of Muslim tourists growing to 156 million from 121 million in 2016. That’s according to the Global Muslim Travel Index (GTMI) 2017, which was produced by Mastercard and CrescentRating, a ‘halal-friendly’ travel consultancy.

‘Halal’ tourism is clearly a growing market segment, with Muslim tourists seeking destinations which meet their needs, in terms of diet, dress or rituals. Translated from Arabic, ‘halal’ means permissible in accordance with Islamic teaching. Alcohol, pork, nudity and gambling are off limits.

With a burgeoning middle class and increasing disposable income, many countries – whether Muslim or not – are looking to attract these travelers. Malaysia, the United Arab Emirates, Indonesia and Turkey are among the leading Muslim destinations. Singapore, Thailand and the United Kingdom are among the top non-Islamic or OIC (Organization of the Islamic Conference) destinations.

Despite being a predominantly Buddhist country, albeit with a sizeable Muslim population in the south, Thailand has proved to be a popular destination for Muslims, mainly from Indonesia looking for affordable vacations and Thai food. As for the UK, Muslim spending is expected to rise to US$4.1 billion by 2020 even though there has been a spike in Islamophobic assaults following recent terror attacks in London and Manchester.

Adapting to the needs of Muslim travelers

Given the potential of this sector, it’s important for the hospitality industry to adapt to changing halal requirements to meet the needs of Muslim tourists. According to CrescentRating, hotels and restaurants should offer halal food at the very least. A destination is then seen as increasingly attractive for Muslim travelers – as assessed in the GTMI ranking – based on the availability of prayer facilities, Muslim-friendly washrooms and Ramadan-related offerings. While many airports are now offering halal food and prayer rooms, some still lack wash or ablution facilities.

Shaping the future with technology

In addition to more traditional online travel agencies or OTAs such as booking.com or TripAdvisor, Muslim-friendly platforms are springing up. Take for instance Halalbooking.com , a London-based market place for halal tourist accommodation that is expecting to achieve revenues of at least one billion pounds by the end of 2021.

Peer-to-peer platforms are also emerging. Bookhalalhomes.com has become the world’s leading portal for halal accommodation rentals. It differentiates itself from Airbnb by guaranteeing halal-certified services such as halal food and designated prayer rooms.

Smartphone apps are also being developed. The Tourism Authority of Thailand has launched an app that helps Muslim travelers find halal products and services. It provides information about prayer times, food options and sightseeing tours. Another app, HalalTrip , offers information related to more than 65 destinations worldwide. It generates revenue by selling suitable tour packages, whether it’s experiencing Great White Sharks in South Africa, culture and history in Spain, or shopping in Dubai.

Compared to more established western OTAs though, halal tourism e-commerce is still in its infancy. As we’ve outlined, however, it’s a growing market that needs to be served. Technology will continue to shape the growth of the sector by allowing hoteliers, restaurateurs and others to demonstrate that they are sensitive to halal requirements.

How innovation affects demand

With spending by Muslim travelers on course to reach US$220 billion by 2020, and Islam the fastest-growing religion in the world, Muslim tourists are definitely some of the most important customers in the travel market.

Pull factors such as family-friendly and Muslim-friendly services are important, as is halal awareness. Where safety concerns and basic halal requirements are met, Muslim tourism will continue to grow.

As for technology, halal tech firms appear to have established a first-mover advantage. But it’s only a matter of time before major western OTAs enter and seek to dominate this promising market.

Executive MBA Graduate at EHL

Executive MBA program student at EHL

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What is Halal Tourism? | A Comprehensive Guide

In the dynamic landscape of global tourism, the emergence of Halal Tourism as a distinct market segment has captured significant attention. Despite its growing relevance, a comprehensive understanding of Halal Tourism still needs to be improved. What is it that distinguishes Halal Tourism from Islamic Tourism? What role does this Halal tourism play in the broader context of the travel industry? These are just some critical questions that travel stakeholders, academics, students, and media professionals frequently encounter.

This article is designed to serve as an authoritative resource for understanding the multifaceted dimensions of Halal Tourism. We aim to dissect its core principles, delve into its market significance, and unpack its socio-cultural impact. The aim is to equip the reader with a nuanced understanding of Halal Tourism, its relevance in the global travel market, and its potential for future growth and transformation. 

Whether you are an industry professional keen on leveraging this market, an academic researching travel trends, a tourism student, or a media professional looking for in-depth insights, this comprehensive guide will provide valuable information. Let's embark on this journey to unravel the intricacies of a sector that is a transformative force shaping the future of global tourism.

1. Understanding the Concept

Understanding the concept of Halal Tourism is essential for anyone engaged in the travel industry. Let's dive into what Halal Tourism entails, its relation to Islamic Tourism, its role in the global travel market, its key components, and how it distinguishes itself from other forms of tourism.

1.1 What is Halal Tourism?

Derived from the Arabic word "Halal," meaning "permissible" or "lawful," Halal tourism is a specialized segment of the tourism industry that focuses on meeting Muslim travelers' unique needs and preferences. This includes a range of Muslim-friendly services and amenities that cater to their faith-based requirements. Other commonly used terms for this type of travel include: 

• Muslim travel/Muslim-friendly travel
• Muslim tourism/Muslim-friendly tourism
• Halal travel/Halal-friendly travel
• Halal tourism/Halal-friendly tourism
• Islamic travel
• Shariah Tourism
• Ziyarah Tourism

These other terms and definitions refer to the Halal travel market or its sub-segments. These terms have a varying focus based on who is using the terminology and in which context.

When CrescentRating was founded in 2008, it used the term "Halal-friendly travel." Later, in 2015, CrescentRating released the world's first glossary of travel-related terms specifically for the Muslim/Halal travel market sector. The glossary includes definitions for some words associated with an overview of Islam, its fundamental values and practices, and terms used in the cultural context of Muslim lifestyle related to travel.

1.2 Key Components of Halal Tourism - Faith-based Needs of Muslim Travelers

Nine essential components that make Halal Tourism are categorized as need-to-have, good-to-have, and nice-to-have.

Need to Have: Essential services without which Muslim travelers may choose not to visit the destination or not use the service.

1. Halal Food : Availability of halal food at the key touchpoints of a Muslim traveler's journey.

2. Prayer Facilities : Access to spaces for performing the obligatory Islamic prayers at these touchpoints.

3. Water-friendly Washrooms: Availability of toilets and washrooms equipped to use water for cleaning and facilitate ablutions before prayers.

4. No Islamophobia: A safe and welcoming environment where travelers do not experience discrimination based on their faith.

Good to Have: Additional features that enhance the travel experience but are not deal-breakers.

5. Ramadan Services: Facilities and services that cater to the specific needs of travelers during the holy month of Ramadan.

6. Social Causes: Opportunities to engage in social good, aligning with Islamic charity and community service principles.

7. Local Muslim Experiences: Experiences that allow Muslim travelers to engage with local Muslim communities, enhancing their trip's cultural and spiritual aspects.

Nice to Have: Additional amenities or services that may appeal to Muslim travelers but are not essential.

8. No Non-Halal Activities: Absence of activities considered Haram (forbidden) in Islam, such as gambling or serving alcohol.

9. Recreational Facilities and Services with Privacy: Leisure facilities that respect the privacy requirements of Muslim travelers.

The above "Muslim Traveler Faith-Based Service Needs" was first published in 2009 by CrescentRating. In 2009, CrescentRating identified six fundamental faith-based needs that significantly influenced the consumption behavior of Muslim travelers. With the rapid developments in the Halal tourism ecosystem and the changing profile of Muslim travelers influenced by global events, CrescentRating conducted a new study to update the model. The model with three additional "needs" was published in 2019. Termed as "Muslim Traveler Faith-Based Service Needs 2.0," it combines the original six needs with the newly identified ones, offering a comprehensive guide for travel stakeholders. This new model reflects Muslim consumer behavior's complex and evolving nature, shaped by traditional faith-based needs and contemporary global influences.

The faith-based needs of Muslim travelers are not static; they evolve as the global landscape changes. Understanding this evolution is beneficial and essential for anyone engaged in Halal Tourism. It provides a roadmap for service development, a framework for academic research, and a nuanced context for media narratives. Therefore, addressing these faith-based needs comprehensively is a critical component for the success and sustainability of Halal Tourism.

1.3 Who are Muslim travelers or Halal-conscious travelers?

Muslim travelers are those who practice Islam and engage in travel for any reason. Muslim tourism specifically refers to Muslims traveling for leisure purposes. Halal-conscious travelers, on the other hand, are Muslim travelers who prioritize adhering to their religious beliefs while traveling.

The level of adherence to religious practices may vary among Muslim travelers. Therefore, these terms describe those seeking to fulfill some form of religious obligation while traveling. For most Muslims, this means, at the very least, seeking out Halal food options while on the go.

1.4 Halal Tourism vs. Islamic Tourism: What's the Difference?

Islamic Tourism and Halal Tourism are closely related, but it is important to note that they are not entirely synonymous. While Halal Tourism focuses on providing a Halal-friendly environment, Islamic Tourism has a more religious or spiritual focus. Halal Tourism is about broad inclusivity, ensuring that all aspects of a Muslim traveler's needs are met, whereas Islamic Tourism is more specialized, catering to specific religious or educational aspects of Islamic culture.

A proper understanding of the distinctions between these terms is essential for those involved in the tourism industry, mainly catering to Muslim travelers' needs and preferences.

1.5 What is the Meaning of Islamic Tourism?

Islamic Tourism specifically focuses on travel experiences with religious or spiritual objectives to Islamic historical sites. Islamic tourism is a subset of Halal tourism. As such, the components of Islamic Tourism include:

• Islamic Heritage Tours: Visits to Islamic historical/religious landmarks.
• Islamic Educational Travel: Trips focusing on Islamic studies or cultural enrichment.

1.6 Hajj and Umrah Travel

One of the most significant aspects of Muslim travel is the annual pilgrimage to Makkah, Hajj, and the lesser pilgrimage, Umrah. These are not merely travel experiences but religious obligations for Muslims who can physically and financially undertake them. 

Hajj is one of the Five Pillars of Islam and is mandatory for every Muslim to perform at least once in their lifetime, provided they are physically and financially capable. Umrah, while not obligatory, is highly recommended and can be performed at any time of the year.

The economic significance of Hajj and Umrah travel is immense. Every year, millions of pilgrims from around the globe converge on Makkah and its surrounding areas. This pilgrimage season generates billions of dollars in revenue, making it a pivotal segment of the Muslim travel market.

1.7 What is the Role of Halal Tourism?

Halal tourism extends beyond providing travel options that cater to the needs of Muslim travelers. It also serves as a platform for cultural exchange, fosters mutual understanding between diverse communities, and presents opportunities for market expansion within the travel industry. This concept has gained significant traction globally, even in regions where Muslims are in the minority, highlighting its universal relevance.

2. Halal Travel Development Goals 

In 2019, CrescentRating presented the Halal Travel Development (HTD) Goals framework, an inclusive and thorough guide for the industry to establish and enhance services catering to the Halal travel market segment. It identified five HTD Goals.

2.1 Integration, Diversity, and Faith

The first goal aims to enable Muslims to be active global community citizens while remaining spiritual. This goal underscores the importance of creating travel experiences that allow Muslim travelers to integrate with diverse cultures without compromising their faith.

2.2 Heritage, Culture, and Connection

The second goal focuses on connecting Muslim travelers to each other, the local community, and to heritage and history. This goal emphasizes the importance of cultural exchange and historical appreciation.

2.3 Education, Insights, and Capabilities

The third goal aims to enhance understanding among communities and increase academic and industry knowledge to improve the capabilities of stakeholders.

2.4 Industry, Innovation, and Trade

This goal aims to create new opportunities to increase commerce and drive growth across multiple sectors, emphasizing the need for constant innovation in Halal Tourism.

2.5 Well-being and Sustainable Tourism

The final goal recognizes the responsibility and social impact of Halal Tourism on travelers, the wider community, and the environment.

The CrescentRating Halal Travel Development Goals serve as an overarching blueprint for the travel industry. These goals are not merely aspirational but practical frameworks that organizations can adopt to recognize their strategic roles in Halal tourism. As the industry continues to evolve, these goals will be pivotal in shaping a Halal travel ecosystem that is inclusive, culturally enriching, and economically beneficial.

3. The Key Phases of Halal Tourism

The Halal Tourism industry has undergone significant transformations over the last decade, moving from an initial phase of market recognition to a more advanced stage that leverages technology and social activism. This section outlines the key phases of Halal Tourism, focusing on its evolution and prospects.

3.1 Emergence of the Halal Travel/Tourism Market

In 2007/2008, there were deliberations concerning developing a market tailored to cater to Muslim travelers. These discussions led to the establishment of CrescentRating in 2008, thus underscoring the growing significance of Muslim travel as a distinct sub-category within the travel and tourism industry.

3.2 Halal Travel 1.0: The Travel Industry Embracing Halal Travel

In 2014 and 2015, the next phase of the Halal Tourism segment emerged in the travel industry, whereby travel destinations and businesses began to tailor their offerings to cater to the specific requirements of the Muslim travel market. This trend was further bolstered by the launch of the Mastercard-CrescentRating Global Muslim Travel Index in 2015.

Key Features

• Market Recognition: Identification of Muslim travelers as a distinct consumer segment.
•  Service Customization: Tailoring services and facilities to meet the faith-based needs of Muslim travelers.

3.3 Transition to Halal Travel 2.0

The transition to Halal Travel 2.0 is characterized by the integration of advanced technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR). This phase was initially identified in the GMTI 2019 report and aimed at enhancing the travel experience through technological innovation.

Key Drivers

• Technology: The use of AI, AR, and VR to improve customer experiences.
•  Social Activism: An increased focus on meaningful and responsible travel.
•  Demographics: Catering to a diverse demographic of Muslim travelers.
•  Environment: Incorporating sustainable practices in travel services.

3.4 Halal Travel 2.0 After the Disruption

The COVID-19 pandemic substantially impacted the initial Halal Travel 2.0 phase. While the key growth drivers identified in 2019 remain relevant, the accelerated deployment of technology during the pandemic has further revolutionized the sector.

• Accelerated Tech Deployment: Technology is now integral to every stage of the travel experience, from planning to post-trip engagement.
•  Meaningful Travel: There is a growing trend towards making trips more meaningful and responsible through sustainable measures.

The Halal Tourism industry has evolved significantly, transitioning from Halal Travel 1.0 to a more technologically advanced and socially responsible Halal Travel 2.0. As we emerge from the disruptions caused by the COVID-19 pandemic, the sector is poised for innovative growth driven by technology, social activism, and an increasing focus on sustainability. 

4. Halal Tourism Market Insights

In a rapidly evolving travel industry landscape, market insights serve as the compass that guides decision-making for stakeholders, provides research avenues for academics, and offers story angles for media professionals. This section delves into the economic significance of Halal Tourism, backed by statistics, trends, and examples of popular destinations . It elucidates why Halal Tourism is not merely a trend but an industry disruptor with vast untapped potential.

4.1 What is the size of the Halal Tourism market

In 2022, the number of Muslim international arrivals reached 110 million, regaining 68% of the pre-pandemic levels seen in 2019. For 2023, projections indicate that Muslim international arrivals will reach 140 million. This would represent a recovery to 87% of the 2019 levels, reinforcing the ongoing recovery process. 

By 2024, CrescentRating projects completely recover, with the total number of Muslim arrivals expected to match the 2019 figures of 160 million. This robust rebound reflects the keenness and capacity of Muslim travelers to resume international travel as and when conditions allow.

4.2 Market Outlook for Halal Tourism

The long-term outlook for the Halal Tourism industry is decidedly positive. By 2028, Muslim international arrivals are projected to soar to an unprecedented 230 million. This doesn't merely signify a recovery but a significant expansion from the 2019 levels.

The significance of this growth on the economy should not be underestimated. By 2028, the expenditure by Muslim travelers is projected to reach USD 225 billion. This highlights the economic vitality of this market segment and its potential to significantly contribute to the global travel industry's recovery and growth.

Whether in the short or long term, the Halal Tourism sector is poised for both recovery and expansion, underlining its resilience and economic significance. 

4.3 Key Muslim Outbound Markets

Thirty countries make up 95% of the outbound Muslim market. Those countries are listed as such:

OIC Countries:

Algeria, Azerbaijan, Bangladesh, Egypt, Indonesia, Iran, Jordan, Kazakhstan, Kuwait, Malaysia, Morocco, Nigeria, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkey, UAE, Uzbekistan

Non-OIC Countries

China, France, Germany, India, Italy, Netherlands, Russia, Singapore, UK

5. Investment and Business Opportunities

As the Halal Tourism sector grows in market value and cultural relevance, it presents many investment and business opportunities. Understanding these opportunities is crucial for industry stakeholders, academics, and media professionals, from capital allocation to research topics and storytelling angles. 

5.1 Investing in Halal Tourism

The expanding market size and untapped potential make Halal Tourism an attractive investment avenue. Here are some key areas for investment:

Key Opportunities

• Halal-Friendly Resorts and Hotels : With a growing demand for Halal-friendly accommodations, investing in such properties can offer substantial returns.
• Halal Culinary Experiences: From Halal food trucks to fine dining, the scope is vast and largely untapped.
• Travel Tech Platforms: Investing in apps or platforms that specialize in Halal travel planning can fill a significant market gap.
• Cultural and Educational Tours: Given the educational aspect of Halal and Islamic Tourism, curated cultural tours present a lucrative opportunity.

5.2 Future Prospects

• Global Expansion: As Halal Tourism gains mainstream acceptance, the potential for global expansion is immense.
• Technology Integration: Integrating advanced technologies like AI and blockchain offers avenues for innovation and enhanced customer experience.

The investment and business opportunities in Halal Tourism are as diverse as they are promising. It offers industry stakeholders a chance to diversify portfolios and tap into a growing market. For academics, the business dynamics of Halal Tourism provide a rich field for research spanning economics, business ethics, and cultural studies. For media professionals, the evolving business landscape of this sector offers compelling narratives around entrepreneurship, innovation, and cultural commerce. Understanding these opportunities is not just a pathway to economic gain; it's a multi-dimensional insight into a sector shaping global tourism's future in profound ways.

6. The Role of GMTI in Developing Halal Tourism

The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) is an invaluable benchmark in the Halal Tourism sector. Developed to provide comprehensive and up-to-date insights, data, and guidelines, the GMTI has been instrumental in shaping the Halal Tourism industry. As such, understanding the role and impact of GMTI is crucial for various reasons—be it strategic planning, academic research, or balanced reporting. 

6.1 What is the Global Muslim Travel Index (GMTI)?

The Global Muslim Travel Index is a comprehensive assessment tool that measures and ranks travel destinations based on their level of accessibility and convenience for Muslim tourists, utilizing the ACES framework introduced by CrescentRating in 2017. This evaluation method provides valuable insights into the travel industry, enabling stakeholders to identify areas of improvement and enhance the overall travel experience for Muslim travelers. 

ACES stands for Access, Communications, Environment, and Services. This model evaluates the level of inclusivity and support for Muslim travelers that destinations provide in various aspects of their travel experience: 

• Ease of access to the destination
• Communication, internal and external, by the destination
• The environment at the destination
• Services provided by the destination

Quantitative measurements are employed across various criteria and sub-criteria to assess the four main aspects. These scores are determined using the ACES 3.0 Framework, which combines over 50 data sets. To keep up with the industry's growth, the criteria and sub-criteria for the Muslim travel market have been updated since 2017, considering changes in travel and lifestyle trends.

6.2 Influencing Policy and Infrastructure

Key Contributions

• Policy Guidelines: The GMTI offers comprehensive guidelines that help destinations develop policies conducive to Halal Tourism.
• Infrastructure Development: By highlighting gaps in services and facilities, GMTI indirectly influences infrastructure development like Halal-certified restaurants, hotels, and prayer facilities.

6.3 Shaping Consumer Preferences

The index is a trusted resource for Muslim travelers, impacting consumer choices and preferences.

• Awareness: The GMTI raises awareness among consumers about the array of Halal-friendly options available globally.
• Credibility: A high GMTI ranking adds credibility to a destination, influencing consumer decisions and boosting tourism.

6.4 Driving Investment and Business Strategy

For industry stakeholders, the GMTI serves as a crucial tool for investment decisions and business strategy formulation.

• Market Insights: The index offers invaluable market insights, helping investors and business leaders make informed decisions.
• Competitive Analysis: Businesses can gauge their performance against industry standards, thanks to the data provided by GMTI.

6.5 Academic and Media Relevance

The GMTI is not just a business tool but also a rich resource for academic research and media reporting.

• Research Framework: For academics, the GMTI provides a reliable framework for research in Halal Tourism.
• Narrative Building: For media professionals, the index offers data-backed insights that can help build compelling stories and reports.

The Global Muslim Travel Index plays an indispensable role in the development of Halal Tourism. It informs policy, shapes consumer behavior, influences business strategies, and provides a rich foundation for academic research and media narratives. In essence, the GMTI serves as the compass that guides the Halal Tourism sector, offering multi-dimensional insights that benefit all stakeholders involved.

Understanding the role of GMTI in Halal Tourism is more than just a strategic advantage; it's a comprehensive insight into a framework that has been instrumental in shaping this burgeoning sector of the global travel industry.

7. The Role of CrescentRating in Facilitating the Development of Halal Tourism Globally

CrescentRating has emerged as a leading authority in the Halal Tourism sector, offering various services and resources that have significantly influenced the industry's development. Whether it's industry stakeholders looking to diversify their offerings, academics interested in researching the sector, or media professionals seeking insights, understanding the role of CrescentRating in the global Halal Tourism landscape is invaluable. 

CrescentRating is a consultancy and rating company focused on the Halal Tourism market. It provides a range of services, from market research and certification to training and strategic consultancy, aimed at facilitating the growth of Halal Tourism worldwide.

Other Noteworthy Initiatives by CrescentRating are listed below:

Halaltrip :  Halaltrip is an online travel platform specifically designed to cater to the unique needs of Muslim travelers. It offers Halal-friendly travel packages , accommodations, and destination guides , making planning easier for Muslim audiences.

Halal in Travel Global Summit (HIT-GS):  The Halal in Travel Global Summit is an annual event that brings together industry experts, academics, and stakeholders to discuss trends, challenges, and opportunities in Halal Tourism. It serves as the premier networking and knowledge-sharing platform.

Halal In Travel Awards :  The HIT Awards recognize and celebrate outstanding contributions to the Halal Tourism industry. These awards motivate and acknowledge businesses and individuals who have significantly impacted the Muslim community.

HalalTrip 40 :  HT 40 is a list that highlights the top 40 influencers in the Halal Travel industry. It aims to recognize the thought leaders and change-makers shaping this growing market's future.

HalalTrip Gastronomy Awards:  The HT Gastronomy Awards focus on celebrating the best in Halal culinary experiences. These awards aim to promote Halal-friendly gastronomic offerings and elevate the standard of Halal cuisine in the travel industry.

HalalTrip Muslim Travel Intent Tracker (MTIT) :  The MTIT, or Muslim Travel Intent Tracker, is a data-driven initiative that monitors and analyzes Muslim consumers' travel intentions and behaviors. It provides valuable insights into emerging trends, preferences, and spending habits, serving as a crucial tool for industry stakeholders to make informed decisions.

With this updated description, the MTIT further demonstrates CrescentRating's commitment to leveraging data and analytics for the betterment of the Halal Tourism industry.

CrescentRating plays a pivotal role in the global development of Halal Tourism. The company has substantially contributed to elevating the industry's standards and expanding its global footprint through its market research, certification , training, and consultancy services. Furthermore, its active collaborations with academic and media platforms enrich the ecosystem with credible information and research opportunities.

Understanding the role of CrescentRating is not just advantageous for immediate business or academic interests; it provides a holistic view of an organization that has become synonymous with the growth and legitimization of Halal Tourism globally.

The Halal Tourism industry is an evolving landscape that intersects with various sectors—economic, academic, and media—to name a few. Its burgeoning growth, marked by a projected market value of $225 billion by 2028, underscores its significance in the global tourism market. From understanding its core concepts and market dynamics to exploring its fundamental principles and post-COVID trajectory, the industry presents many opportunities and challenges. Tools like the Global Muslim Travel Index (GMTI) and organizations like CrescentRating are instrumental in shaping this dynamic sector, offering invaluable insights and setting industry standards.

For industry stakeholders, understanding Halal Tourism is not merely an option but a necessity, given its rapidly expanding consumer base. Academics will find a rich field for interdisciplinary research, from cultural studies to economics and beyond. Media professionals have a wealth of narratives to explore, ranging from business innovation to socio-cultural shifts.

As we navigate the complexities and potentials of Halal Tourism, one thing is clear: it is more than just a niche market. It is a transformative force redefining global tourism's boundaries and possibilities. Whether you are an investor, a researcher, or a storyteller, Halal Tourism offers a world of opportunities waiting to be explored.

Frequently Asked Questions (FAQ)

What is halal tourism.

Halal Tourism refers to travel services and experiences that are designed to meet the unique cultural and religious needs of Muslim travelers.

What is the difference between Islamic Tourism and Halal Tourism?

While both cater to Muslim travelers, Islamic Tourism focuses on travel experiences that have religious or spiritual objectives, such as pilgrimage to Mecca. Halal Tourism, on the other hand, is about providing a Halal-friendly environment for travelers.

What role does Halal Tourism play in the global travel market?

Halal Tourism is a significant market segment with a projected value of $220 billion by 2026. It presents diverse opportunities for market diversification and is a growing field for academic research and media coverage.

What are the key principles of Halal Tourism?

The key principles revolve around Halal-certified food and beverages, prayer facilities, gender segregation options, alcohol and substance restrictions, and ethical financial transactions.

How has Halal Tourism adapted to the COVID-19 pandemic?

The industry has shown resilience by incorporating technology, offering flexible bookings, and focusing on health and safety measures. Virtual tourism and localized travel have also gained prominence.

What is GMTI and how does it contribute to Halal Tourism?

The Global Muslim Travel Index (GMTI) is an annual report that ranks countries based on their Muslim-friendly travel services. It influences policy, infrastructure, and consumer choices.

What role does CrescentRating play in Halal Tourism?

CrescentRating is a leading authority in the Halal Tourism sector, offering services like market research, certification , training, and strategic consultancy. It plays a pivotal role in shaping the industry's standards and expanding its global reach.

Are there investment opportunities in Halal Tourism?

Yes, from Halal-friendly resorts and culinary experiences to travel tech platforms and cultural tours, the industry offers a wide range of investment and business opportunities.

What are the prospects of Halal Tourism?

The sector is poised for global expansion, with trends like sustainability and technology integration offering avenues for innovation and enhanced customer experience.

By exploring these facets of Halal Tourism, stakeholders, academics, and media professionals can gain a nuanced understanding of this transformative sector, positioning themselves for success in a rapidly evolving landscape.

For a broader insight on the Halal Travel Market, please check out the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2023 on this link here !

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The Rise of Halal Tourism

Muslims now make up one of the fastest-growing segments of the global travel industry. In response, hotels and tour operators are increasingly trying to meet their dietary and religious needs.

By Debra Kamin

For one of the fastest-growing sectors of the global travel industry, there is no pork on the hotel dinner menus. There are flights with no alcohol on the drink carts, resorts with separate swimming pools for men and women, and daily itineraries with built-in break times for the five daily calls to prayer.

Since 2016, the number of Muslim travelers has grown nearly 30 percent, and a recent joint study by Mastercard and Crescent Rating , a research group that tracks halal-friendly travel, projects that over the next decade that sector’s contribution to the global economy will jump to $300 billion from $180 billion. With a population that is disproportionately young, educated and upwardly mobile, they are one of the fastest-growing demographics on the global tourism scene.

But this wasn’t always the case.

In 2015 , Soumaya Hamdi went roadtripping through Asia with her husband and her then 4-month-old baby. The trio visited Singapore and Malaysia, and then caught a flight to South Korea and on to Japan. The trip was thrilling, but Ms. Hamdi and her husband, who are both observant Muslims, found the daily search for halal-certified food a difficult one.

Ms. Hamdi, who is based in London, began blogging about the best Muslim-friendly restaurants she found, as well as prayer facilities and sites that were particularly welcoming for a family with a young baby. Those musings turned into Halal Travel Guide , an online platform offering tips, recommendations and curated itineraries for Muslim travelers.

Her timing was right.

“In Europe the Muslim community is now in its third or fourth generation. They are educated and have good paying jobs,” said Ufuk Secgin, chief marketing officer for Halal Booking , a Muslim-focused vacation search engine. “For the first generation, their idea of a holiday was visiting the family in the home country. This has changed.”

At ITB Asia this October, a leading travel show held in Singapore, organizers partnered with two halal travel authorities, Crescent Rating and Halal Trip , to offer specialized panel discussions and showcases targeting the estimated 156 million Muslims who will book travel between now and 2020.

At the heart of much of the discussion was matters of the belly. For Muslim travelers, “the number one factor is good quality halal food,” Ms. Hamdi said in an email exchange. “I’m not talking about curry or biryani — I’m talking about authentic local food that is halal. After that, it’s usually prayer facilities.”

Tourists’ global demand for halal food has grown so much, in fact, that Have Halal Will Travel , a Singapore-based online community for Muslim travelers, has also partnered with ITB Asia with a three-hour conference and special booth space focusing on foodie-centric outreach to the Muslim tourism sector.

Like Halal Travel Guide , Have Halal Will Travel was founded in 2015. Today, their content reaches 9.1 million users each month, according to their founder, Mikhael Goh. Mr. Goh dreamed up the site with three friends while studying abroad in Seoul; he found himself frustrated on a daily basis with a lack of information about where to find quality halal food.

“We were thinking, why is it in 2015, when there is Yelp and TripAdvisor and so many popular apps and services to tell you where to eat and where to travel, why on earth is there so little information for Muslims?” Mr. Goh said in a phone interview. “Not just about food — yes, halal food is the basis of a lot of things, but also about safety and prayer. There was a general lack of information out there and the information that did exist was so fragmented.”

Only a handful of years later, that gap in the market is now teeming with niche sites, many of them written specifically for young Muslim women. At Passport and Plates , the Los Angeles-based blogger Sally Elbassir chronicles her global foodie adventures where pork and alcohol are always off the menu; at Arabian Wanderess , Esra Alhamal writes about traveling as a female, Muslim millennial on a budget; and at the popular Muslim Travel Girl , run by the Bulgaria-born, Britain-based Elena Nikolova, readers can learn about Muslim-friendly honeymoon resorts with private pools and get tips for a D.I.Y. Umrah (Islamic pilgrimage to Mecca).

Many of the bloggers interviewed for this article echoed the same sentiment: Their goal is not just to make it easier for Muslim travelers to find food, prayer spaces and alcohol-free activities that appeal to them. It’s also to support those travelers to branch out of their comfort zones and feel empowered exploring the world.

“We specialize in pushing people to non-Muslim majority countries,” said Mr. Goh. “The most popular destinations we work on are Japan and Korea. Our audience is young — 25 to 30 years old — and very influenced by K-pop and Instagram, so we write a lot about how welcoming those places are.”

Ms. Hamdi of Halal Travel Guide agreed. “We encourage Muslims to seek culturally immersive travel experiences outside of the traditional Muslim-friendly destinations such as Dubai and Morocco,” she said. “Muslims are looking for added value to their trips — from private beaches where women can bathe without men to disturb them, and more than this, trips that offer the Muslim traveler the chance to experience something completely different.”

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Development of Halal Travel and Tourism in Indonesia

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• Muhammad Dharma Tuah Putra Nasution 18  

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This chapter aims to elaborate and discuss on challenges and opportunities of halal travel and tourism in Indonesia. The study adopts content analysis technique where various sources are referred including reports, official documents and research articles. The development of halal tourism is positive but needs significant initiatives by the stakeholders. Other opportunities of halal travel and tourism also have been revealed to be used as valuable information for strategic planning and initiatives.

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Rini, E.S., Nasution, M.D.T.P. (2023). Development of Halal Travel and Tourism in Indonesia. In: Rafiki, A. (eds) Digitalization in Halal Management. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Singapore. https://doi.org/10.1007/978-981-99-5146-8_17

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Journal of Islamic Marketing

ISSN : 1759-0833

Article publication date: 31 October 2018

Issue publication date: 22 February 2019

Muslim tourists participating in halal tourism activities represent a valuable niche market for global tourism industry. The purpose of this study is to clarify the concepts of halal tourism and Islamic tourism and to draw attention to some conceptual and practical challenges in the halal tourism industry.

Design/methodology/approach

The paper is based on a critical assessment of the literature in this field. To differentiate the concepts and to discuss practical and conceptual challenges, the authors found some references by reviewing the existing definitions in related literature and the primary source of the concepts which is Holy Book of Islam, Quran.

The terms “intention” and “Islamic motivation” can be used to differentiate Islamic tourism and halal tourism. The authors suggest calling hotels that provide good and services in halal tourism industry as “halal hotels” and tourists as “Muslim tourists”. One of the leading practical challenges in halal tourism is having lack of halal standards, especially for hotels. As the way Muslims understand and adapt their lives to Islam is quite different, which means this market is not homogenous, the authors suggest that halal hotels should be scaled through different qualifications in different countries.

Research limitations/implications

This study is based on literature review, and it lacks primary research.

Practical implications

Current paper stresses the need for consistent use of Islamic-related tourism terms in industry. Hotel companies should have halal certifications that will provide assurance to customers. It is highly important for hotel companies to inform their target guests about the location of hotel before arriving at hotel. This is because halal hotels and other hotels are usually located in resort destination, especially in Turkey.

Originality/value

This paper is one of the leading papers that differentiates Islamic tourism and halal tourism concepts. It also provides several conceptual and practical issues in halal tourism industry.

• Halal tourism
• Islamic motivation
• Islamic tourism

Boğan, E. and Sarıışık, M. (2019), "Halal tourism: conceptual and practical challenges", Journal of Islamic Marketing , Vol. 10 No. 1, pp. 87-96. https://doi.org/10.1108/JIMA-06-2017-0066

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Halal tourism: development, chance and challenge

• Eka Dewi Satriana [email protected] Alumni Fakultas Ekonomi dan Manajemen, Sekolah Pascasarjana IPB
• Hayuun Durrotul Faridah Department of Biology, Faculty of Science and Technology, UNAIR
• How to Cite

The tourism sector is one sector that is able to increase employment and increase economic growth. At present, halal tourism  is starting to become popular. This is in line with the increase in Muslim tourists from year to year. The development of halal tourism began to be carried out by various countries, muslim and non-muslim countries. This article will explore the development of halal tourism in several countries, reviewing the concepts and principles of halal tourism, and discuss the chances and challenges.

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Top 18 Halal-Friendly Travel Destinations: Where to Go and What to Expect

With the rise of global tourism, the need for Halal travel options has grown. For Muslims, traveling to destinations that cater to their dietary and cultural needs is important to ensure a comfortable and enjoyable experience. This article will highlight some of the top 18 Halal-friendly travel destinations worldwide and what you can expect when visiting them.

Asia’s Premier Halal Hotspots:

Asia is home to diverse countries catering to Muslim travelers’ needs. These countries have made significant strides in developing Halal tourism facilities, ensuring visitors can enjoy their travels while adhering to Islamic dietary and cultural standards. Here are some of the top Halal hotspots in Asia:

Malaysia is widely regarded as the premier Halal tourism destination in Asia. With a Muslim-majority population, the country has a well-established infrastructure for Halal tourism. From Halal-certified hotels and restaurants to prayer facilities and Islamic cultural attractions, Malaysia offers a comprehensive Halal travel experience.

Indonesia is the world’s largest Muslim-majority country and has a significant presence in the Halal tourism industry. The government has significantly developed Halal tourism facilities, including Halal-certified hotels, restaurants, and tour packages. Indonesia is also home to numerous Islamic cultural attractions, such as the mosques in Jakarta and Yogyakarta.

Thailand is an emerging Halal-friendly destination, offering Halal-certified restaurants, prayer facilities, and Muslim-friendly accommodations in key tourist areas like Bangkok, Phuket, and Pattaya. Famous for its rich cultural heritage, breathtaking landscapes, and warm hospitality, Thailand has made considerable progress in supporting Halal tourism. Thailand’s commitment to Halal standards extends to its vibrant markets and shopping districts, where Muslim visitors can find many Halal products. This blend of traditional Thai charm with modern Halal amenities makes Thailand a welcoming destination for Muslim travelers.

Singapore is another Asian country that has significantly developed Halal tourism facilities. The country has a well-established Halal certification system. It ensures that Halal products and services meet Islamic dietary and cultural standards. Singapore also has numerous Islamic cultural attractions, such as mosques and the Islamic Museum.

Taiwan is a relatively new player in the Halal tourism industry but has been making significant strides in recent years. The country has consistently ranked among the top three non-Organization of Islamic Cooperation (OIC) destinations in the Global Muslim Travel Index (GMTI) since 2019. In 2022, it was awarded the “Most Inclusive Non-OIC Destination” in the Crescent Rating’s “Halal Travel Awards”. Taiwan’s major transportation hubs, tourist attractions, and national scenic areas feature Muslim prayer rooms catering to Muslim tourists’ dietary and worship needs. Taiwan has nearly 200 Halal-certified or Muslim-friendly restaurants, hotels, and businesses, ensuring that travelers can easily find suitable accommodations and dining options during their stay.

Japan offers a growing number of Halal restaurants, particularly in major cities, and some supermarkets carry Halal products. However, prayer facilities are limited, with a few notable exceptions, like the Tokyo Camii Mosque and the mobile mosque introduced by the Yasu Project. Japan has its own Halal certification body, the Japan Halal Certification Promotion Organization , which promotes Islamic culture in the country. Some eateries, like Momoya and Kagikake Chaya, offer halal meals and prayer spaces. Before traveling, research Halal food options and prayer facilities in your destination to ensure a smooth and enjoyable trip while adhering to your faith-based needs and preferences.

Middle East: The Heart of Halal Hospitality:

The Middle East is renowned for its rich Islamic heritage and vibrant cultural landscape, making it an ideal destination for Muslim travelers seeking Halal hospitality. Here are some key destinations that cater to the needs of Muslim tourists:

United Arab Emirates (UAE)

The UAE has become a popular destination for Muslim travelers, offering a unique blend of Islamic provenance and ultra-modern luxury. The country has a well-established Halal tourism infrastructure, with many hotels and resorts catering specifically to Muslim guests.

Turkey is another significant player in the Halal tourism industry. With a rich Islamic history and a growing number of Halal-friendly hotels and resorts, the country’s cultural attractions, such as the mosques in Istanbul and the ancient city of Ephesus, are also a major draw for Muslim tourists.

Egypt is home to some of the most significant landmarks in the world, including the Pyramids of Giza, the Sphinx, the Nile River, the Aswan Dam, Luxor, the Valley of the Kings, and the Mosque of Muhammad Ali. The country has a well-established Halal tourism infrastructure, with many hotels and resorts catering to Muslim guests.

Jordan is a popular destination for Muslim tourists, with its rich Islamic heritage and stunning natural beauty. It is known for its ancient wonders, such as Petra and the Dead Sea. Jordan offers a rich historical and cultural experience. The country provides Halal food, mosques, and welcoming accommodations for Muslim travelers.

Saudi Arabia

Saudi Arabia is the birthplace of Islam. It is home to Islam’s two most sacred cities, Mecca and Medina. The country has a well-established Halal tourism infrastructure, with many hotels and resorts only catering to Muslims.

Morocco, known for its rich history and vibrant culture, offers a unique blend of Arab and European influences. As a predominantly Muslim country, it is inherently Halal-friendly, making it an ideal destination for Muslim travelers. In cities like Marrakech and Fez, you can explore stunning mosques, bustling souks, and historic medinas that reflect centuries of Islamic architecture and tradition. The Koutoubia Mosque in Marrakech, with its towering minaret, and the Al Quaraouiyine University in Fez, one of the oldest universities in the world, are must-visit sites for their historical and spiritual significance. Moroccan cuisine is a delight for Halal travelers. With an abundance of Halal-certified restaurants and street food vendors, you can enjoy dishes like Tagine, Couscous, and Pastilla. Beyond the cities, the Sahara Desert and the Atlas Mountains offer unique adventures, ensuring a spiritually fulfilling and culturally rich experience.

Tunisia combines Arab heritage with European influences, particularly from its French colonial past. This combination creates a unique and exotic cultural experience for Muslim travelers. Tunis, the capital city, is a gateway to exploring Tunisia’s Islamic history. The Medina of Tunis is a UNESCO World Heritage site. It has numerous mosques, madrasas, and palaces. The Great Mosque of Kairouan is one of the oldest places of worship in the Muslim world. Tunisian cuisine is another highlight. You can enjoy a variety of Halal dishes that reflect the country’s diverse cultural influences. From Brik, a crispy pastry filled with egg and tuna, to Couscous served with lamb or fish, the flavors of Tunisia are sure to satisfy Halal dietary requirements. Moreover, Tunisia offers beautiful Mediterranean beaches, ancient ruins like those of Carthage, and charming towns such as Sidi Bou Said with its blue and white architecture. The hospitality of the Tunisian people and the country’s commitment to preserving its Islamic heritage make it a welcoming destination for Muslim travelers.

Halal Options in Non-Muslim Countries:

The majority of Halal tourism destinations are located in Muslim-majority countries. However, there has been a growing trend of non-Muslim countries accommodating the needs of Halal travelers. These countries have recognized the significant economic potential of the Halal tourism market and have taken steps to address the specific requirements of Muslim travelers.

United Kingdom

The UK has seen a rise in Halal tourism in recent years, with major cities like London, Cardiff, Glasgow, and Liverpool home to significant Muslim communities. The country has a thriving Halal food scene, and some high-end establishments offer Halal options upon request. Additionally, the UK has seen the introduction of Halal-friendly tourism products, such as Halal high tea on a Thames riverboat and tours focused on the country’s Islamic history.

United States

While not traditionally known as a Halal tourism destination, the United States has made strides in accommodating Muslim travelers. Major cities like New York, Los Angeles, and Chicago, and many others, have many Halal-certified restaurants and hotels catering to Muslim tourists. Some destinations, such as Dearborn, Michigan, which has a large Arab-American population, have become hubs for Halal tourism.

Canada has also recognized the importance of the Halal tourism market and has taken steps to cater to the needs of Muslim travelers. Cities like Toronto and Montreal have a thriving Halal food scene, and some hotels and resorts offer Halal-friendly amenities, such as prayer rooms and Halal-certified catering.

Australia has seen a growing number of Muslim tourists in recent years. The country has responded by developing a Halal tourism infrastructure. Major cities like Sydney and Melbourne have a range of Halal-certified restaurants and hotels, and some destinations, such as the Gold Coast, have become popular with Muslim travelers.  Read the article: How Halal Food Promotes Cultural Diversity & Inclusivity

Several European countries, including France, Germany, and Spain, have also made efforts to accommodate Halal travelers. These countries have seen an increase in Halal-certified restaurants, hotels, and tour operators catering to the needs of Muslim tourists. While the level of Halal tourism infrastructure in non-Muslim countries may not be as extensive as in Muslim-majority destinations, the growing recognition of the importance of this market has led to significant improvements in recent years. As the demand for Halal travel continues to grow, more non-Muslim countries will likely take steps to address the needs of Muslim travelers.

In Halal tourism, ISA plays an important role in certifying various consumable and non-consumable products to meet Halal standards. By obtaining ISA certification , businesses in the tourism sector can significantly boost their credibility and trustworthiness. This ensures compliance with Halal requirements and attracts a growing market of Muslim travelers seeking authentic and reliable Halal-friendly food and dining options.

Islamic Services of America (ISA) is a leading authority in Halal certification within the United States and North America. Contact ISA at [email protected] or send your initial inquiry to Halal certify your products at  https://isahalal.com/contact or visit the ISA website for more information at https://isahalal.com/

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Strategic Model for Halal Tourism Development in Indonesia: A Preliminary Research

Halal tourism is one of the emerging sectors in the halal industry. The article aims to identify the main problems, solutions, and strategies for developing a model of halal tourism. The qualitative and quantitative approaches are used in this article, including in-depth interviews and expert group discussions with the community leaders, academics, culinary and travel entrepreneurs, local tourism board, hotel entrepreneurs, and tourists representing halal tourism stakeholders. The data was complemented with research questionnaires and compiled using the Analytic Network Process (ANP) method, with Super Decision as a data processing tool. The article provides empirical insights into halal tourism in Indonesia, focusing on the root cause, the outcome of solutions, and the formulation of a future development strategy. Government-related issues remain the main priority, followed by community and halal facilities entrepreneur issues (hotel, travel, and halal food). The results showed that the priority problem in developing halal tourism in Indonesia is infrastructure problems. The solution is to build adequate road infrastructure, repair damaged roads, and complete road direction to halal tourism locations in every region of Indonesia. Halal tourism goals in Indonesia can be realized by implementing a functional synergy between the government and the local community.

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Dağ, H., & Erbasi-Gonc, E. (2013). SMIIC and halal food standards. Journal of Chemical Metrology, 7(1), 1–6.

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Henderson, J. C. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 10(3), 246–254. https://doi.org/10.1057/thr.2010.3

Hidayat, R., Awaluddin, M., & Candra, C. (2019). Implementasi kebijakan pariwisata halal di NTB (studi implementasi kebijakan Peraturan Daerah Provinsi NTB No.2 Tahun 2016 tentang Pariwisata Halal). JIAP (Jurnal Ilmu Administrasi Publik), 6(2), 85–92. https://doi.org/10.31764/jiap.v6i2.645

Huda, N., Muslikh, M., Rini, N., & Hidayat, S. (2020). South Sulawesi halal tourism a strategic approach. Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019), 116–120. https://doi.org/https://doi.org/10.2991/aebmr.k.200522.024

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Huda, N., Rini, N., Muslikh, M., & Hidayat, S. (2019). West Nusa Tenggara halal tourism research approach. The 3rd International Conference on Islamic Epistemology, 133–143.

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The Development of Halal Tourism Destinations in Indonesia: Potentials, Opportunities and Challenges

Al-Kharaj: Journal of Islamic Economic and Business

Halal tourism is one sector in Islamic Economics which is growing significantly. By 2015, Global Muslim spending on travel (outbound) has increased to reach $151 billion (excluding Hajj and Umrah). This is expected to reach $243 billion by 2021. In food market, Global Muslim spending on Food and Beverages (F&B) has increased to reach $1,173 billion in 2015. And it is expected to reach $1,914 billion by 2021. And also in media and recreation market, Global Muslim spending on it has grown 7.3% to reach $189 billion in 2015 and it is expected to reach $ 262 billion by 2021. For Indonesia, the Indonesian Muslim community has spent approximately $9.1 billion in the sectors of tourism, $154.9 in the halal food and beverages sector, and $8.8 billion in media and leisure sectors.For halal tourism destination, Indonesia placed in top three among Organization of Islamic Cooperation (OIC) state member countries.In fact, the opportunity to make Indonesia as a world's halal tourism destinati...

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Zuhrinal M. Nawawi

Ismail S Wekke

Globalization is the process of putting the world without being limited by geographic boundaries of a state so multiplicity of linkages and interconnections that transcend the nation states (and by implication the societies) which make up the modern world system. The influence of globalization also touch the muslim world, in particular the spreading of Shariah. Indonesia is the country with world's largest Muslim population. Unfortunately, Indonesia has not explored halal tourism. This new concept introduces an islam-friendly culinary, environment, entertainment, cultural activities, and like to a large world citizen, including to non-muslims. Halal tourism is essentially involves a process of taking into account the needs of the Muslim traveller, including halal food, prayer facilities and private areas for men and women. It's a subcategory of tourism geared towards families who abide by rules of Islam. Furthermore, we explore how globalization influence to halal tourism in Indonesia, not only globalization gives big opportunities but also gives big challenges. We argue, halal tourism will be flourished in Indonesia through globalization process and promotes cosmopolitan shariah. Introduction. Globalization is the process of putting the world without being limited by geographic boundaries of a state so multiplicity of linkages and interconnections that transcend the nation states (and by implication the societies) which make up the modern world system. By information, communication and technology (ICT) revolution, globalization encourage the development of many sectors of life in modern world. The influence of globalization also impact for muslim world since globalization gives much opportunity to spread Shariah in particular in country with world's largest Muslim population, i.e. Indonesia. One of the development of Shariah is Halal Tourism. The tourism sector has also experienced rapid development since globalization give several opportunities to develop through using ICT sophisticated. The rapid development of the tourism business is one indicator for the success of businesses in the sector. One type tourism which is popular today is halal tourism, which attract not only those among countries with major Muslim populations, but also by many countries where Muslims are a minority, such as Thailand and Japan. This fact shows that the halal business tourism is one that gives a great advantage. Halal tourism was originally addressed to the Hajj pilgrimage and Umrah to Mecca and Medina. The Hajj is done once a year, while the pilgrimage can be performed anytime. The number of people performing the Hajj and Umrah shows an increasing trends, which provide opportunities for the growth of tourist packages to various destination. The tour packages offered by the tourist providers increasingly varied, not limited to the visits around the Middle East but also to other countries. Seeing this great potential, tourist providers offer tour packages in accordance with Islamic shariah. Methods. The research literature-based, which data are obtained from many available sources from the internet, books, and journal. Considering new topics, the availability of resources are limited and related research is not widely observed in Indonesia. The research analyze how globalization impact spreading halal tourism marketing. Results. The revolution of ICT is referred by Mebrahtu, Crossley, and Johnson 1. actually stimulates the forces of globalization. It facilitates exchanges, speeding up production, and allowing the sharing of ideas, goods, and services worldwide. This is the reason why shariah ideas have also opportunity to be developed globally. One of the big issue is the spreading of shariah become cosmopolitan issue that able influence to tourism sector, i.e. halal tourism. The concept of halal, meaning permissible in Arabic, is not just being applied to food, but it includes any Shari'ah compliant products ranging from bank dealings to cosmetics, vaccines and in this case, tourism. This means offering tour packages and destinations that are particularly designed to cater for Muslim considerations and address Muslim needs 2. Halal tourism is this concept involves a process of taking into account the needs of the Muslim traveler, including halal food, prayer facilities and private areas for men and women. Halal tourism is one type of tourism that aimed for Muslim travelers. But its development is not only popular among Muslim consumers but also non-muslim ones. Vegetarian lifestyle is one of today's modern lifestyle. In culinary terms halal tourism is also enjoyed by vegetarians who do not consume meat. The Halal criteria are not automatically only for Muslim. Non-Muslim people

Anang HArris Himawan

The phenomenon of sharia-based tourism development has now become a necessity for the people of Indonesia and even for the global community. Therefore, we need rules and regulations that govern it, both rules relating to normative sharia and regulations governing implementation in a positive legal manner. The purpose of this research is to describe halal tourism in Indonesia in terms of the Indonesian Council of Ulama National Sharia Board (DSN-MUI) fatwa and the government regulation. This research is a conceptual review that uses literature research methods sourced from authoritative journals, books and documents and is still relevant to the study of halal tourism. The results showed that the large number of public requests for halal tourism visits in Indonesia resulted in the need for normative and positive regulation that regulates. Finally, the MUI issued and stipulated fatwa Number: 108/DSN-MUI/IX/2016 regarding the implementation of tourism based on sharia principles and West...

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• v.8(3); 2022 Mar

The contestation of the meaning of halal tourism

a Maulana Malik Ibrahim Islamic State University, Malang, 65144, Indonesia

Irwan Abdullah

b Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia

Nur Quma Laila

Associated data.

Data included in article/supplementary material/referenced in article.

This study aims to analyze and describe the responses of tourist destination stakeholders on halal tourism branding embedded by the government and promoted by many countries, including Indonesia. This research uses qualitative approach and the data are collected through in-depth interviews with key informants. Purposive sampling technique is used to determine key informants. The judgment sampling method is used to determine the validity of the data and confirm the truths of the gathered information among the informants. Interpretive thematic analysis is used to analyze the data throughout its process that consisted of data collection, reduction, interpretation, presentation, and conclusions. The study results showed that halal tourism has been interpreted and understood in different ways, and these depend on the structural position of each group. This problem is not at the conceptual level for community leaders and tour guides, instead of at the actual practical level of halal services. This is because they have understood that most tourists are Muslims with strong religious ideals. Meanwhile, the government interprets the concept of halal tourism as a promotion media dominated by economic and political interests. Therefore, it is important to note that halal tourism branding is irrelevant for all tourist destinations.

Difference; Contestation; Meaning; Branding; Halal tourism.

1. Introduction

The term ‘halal tourism’ has been defined from various perspectives. For instance, some people perceive it as an economic commodity that has created a niche market with economic potentials ( Vargas-Sánchez and Moral-Moral, 2019 ) and ideal for business contexts ( Ahmed and Akbaba, 2018 ; Aziz and Athoillah, 2019 ; Mohsin et al., 2016 ; Arif Budiman, 2019 ). According to Ahmed and Akbaba (2018) , halal tourism is a part of the tourism industry beneficial to Muslim and non-Muslim countries; thus, it is a global business trend ( Aziz and Athoillah, 2019 ). Halal tourism is increasing in demand, which is in line with the increase in Muslim tourists from year to year ( Nurjaya et al., 2021 ). Bhuiyan et al. (2011) stated that halal tourism contributes to the increasing foreign exchange and employment opportunities. In 2012, this tourism sector was set up as a government policy in Indonesia, with 3 provinces as the pilot projects ( Tempo, 2016 ), which increased to 10 in 2019 ( Setiawan, 2019 ). The Global Muslim Travel Index Data shows a positive trend, with the possibility of approximately 230 million foreign Muslim tourists visiting Indonesia for tourism purposes in 2026 ( Mastercard, 2019 ).

Some parties felt the need to conduct halal tourism branding due to various economic reasons inherent in a particular region or country. Meanwhile, others stated that tourism is an obligation and responsibility to be created for Muslim tourists. The philosophical foundation emphasizes that tourism destinations provide products, packages, and services that comply with Islamic teachings ( Satriana and Faridah, 2018 ). Different perspectives regarding halal tourism trigger different actions. For instance, a few groups consider it a brand ( Subarkah et al., 2020 ), while others visualize it as an implementation of Islamic principles ( Hamida and Zaki, 2020 ). According to Adinugraha et al. (2018) , some consider it an implementation of a Sharia concept on the tourism destination, while different groups regard it as an evaluation of halal implementation ( Chanin et al., 2015 ). For the government, halal tourism is a strategy in branding the nation ( Firdausi et al., 2017 ). These studies are still not comprehensive because they are limited to the business, market, and economic aspects. According to Priyadi (2016:92 in Nurjaya et al., 2021 ), halal tourism is an understanding of the meaning of Sharia and its implementation in all aspects of tourism activities, ranging from lodging facilities, transportation facilities, food and beverages facilities, financial systems, to tourism service provider facilities.

Therefore, this study explores the tourism destination stakeholders' perspectives concerning on halal tourism branding. The government considers halal tourism an economic commodity likely to increase the country's economic growth. This analysis is based on the fact that most Indonesian citizens are Muslims and supported by the positive trend for foreigners to tour abroad. The government also distinguishes halal tourism as a market opportunity that should be properly managed using marketing strategies by executing it in mapped out pilot project areas.

Conversely, the tourism destination stakeholders do not consider branding necessary due to its possible ability to limit the inflow of tourists. Halal tourism branding is assumed to be made only for particular tourists, with the branding services far more essential than those carried out due to political interest.

This study was conducted based on an argument that halal tourism has led different groups to possess various understandings about halal tourism. The diverse perspectives emerged due to each stakeholder's various bases of consideration and interest. Simultaneously, the “halal tourism branding” slogan campaigned by the government has not been regarded as a strategic way for the future of tourism. Instead, it is assumed to narrow the scope of tourism and weaken the movement carried out by the local people and tourists all this time. Therefore, there is a varying conception of meaning on halal tourism between the government and the entrepreneurs working in the tourism business in Indonesia. Therefore, it is essential to conduct this study so that the government can understand that regions in Indonesia have different religious backgrounds and different religious awareness.

2. Literature review

2.1. halal tourism.

Halal tourism is a new term found in the tourism industry. Several studies have been using various terminologies to define the term halal tourism, such as halal tourism ( Ahmed and Akbaba, 2018 ; Battour and Ismail, 2016 ; Chanin et al., 2015 ; Chookaew et al., 2015 ; El-Gohary, 2016 ; Chandra, 2014 ; Jaelani, 2017 ; Mohsin et al., 2016 ; Muhamad et al., 2019 ; Qaddhat and Attaalla, 2016 ; Rasul, 2019 ; Sriprasert et al., 2014 ; Perbawasari et al., 2019 ), Islamic tourism ( Bhuiyan et al., 2011 ; Gabdrakhmanov et al., 2016 ; Kovjanic, 2014 ; Lina Munirah and Hairul, 2013 ; Shafaei and Mohamed, 2015 ; Zamani-farahani & Henderson, 2010 ), and Sharia tourism ( Rosyid, 2014 ). Nowadays, issues related to this industry has been the center of attention of various authors with diverse perspectives, such as the prospect and potentials in terms of economic growth ( Aziz and Athoillah, 2019 ; Jaelani, 2017 ; Subarkah, 2018 ), religion, politics, social viewpoint, culture, and economic adjustment ( Fauzi et al., 2019 ), and the potentials of a country or region ( Ahmed and Akbaba, 2018 ; Bhuiyan et al., 2011 ). In addition, it deals with opportunity, implementation, and associated challenges ( Battour and Ismail, 2016 ; Qaddhat and Attaalla, 2016 ; Vargas-Sánchez and Moral-Moral, 2019 ; Rasul, 2019 ). Therefore, halal tourism has been analyzed from various perspectives ( Chandra, 2014 ).

In the previous literature, halal tourism is assumed to be similar to other terms, such as Islamic tourism, Shariah tourism, Shariah travel, halal-friendly tourism destination, Muslim-friendly travel destinations, and halal lifestyle ( Jaelani et al., 2017 ). Halal Tourism is any object or action allowed to be used in the tourism industry and based on Islamic teaching. Therefore, the success of its development and marketing process needs to be guided by Islamic principles in all aspects of tourism activities ( Battour and Ismail, 2016 ). This is in line with the research carried out by Mohsin et al. (2016) , which stated that the perspective used to comprehend halal tourism is associated with products that are allowed and made according to the commands of God (Allah the Almighty). In other words, the term 'halal tourism' is developed to fulfill the needs of Muslim tourists, comprising any products that have been set based on the Islamic law (halal) ( Ambali and Bakar, 2014 ; Shafii and Wan Siti Khadijah, 2012 ; Tieman, 2011 ). A product needs to comply with the Islamic law that is made based on the holy Quran (the Islamic holy book) and Sunnah (the teachings and guides of the Prophet Muhammad PBUH) to be fulfilled ( Chintiyatmi et al., 2013 ).

Halal tourism is assumed as the religious tourism subcategory created based on Islamic law ( Santoso and Argubi, 2019 ). In history, it is the foundation used to instill a motivation or religious value within the life of Muslims by going to the places of worship, cemeteries, or historical places offering religious or Islamic values; thus, it is known as religious tourism ( Subarkah, 2018 ). Similarly, one of the principles that support this type of tourism is infrastructure. The Islamic principles are also implemented in other aspects, such as halal food ( Ali, 2016 ), transportation, hotel ( Widyarini, 2013 ), logistics, Islamic finance ( Hidayanto, 2010 ), and travel package. In addition, the provision of worship places is also an essential part of halal tourism development ( Wahidati and Sarinastiti, 2018 ). The growing contemporary halal tourism causes many countries, such as Turkey, to carry out a tourism promotion and marketing process within the scope of halal tourism. Therefore, in several case studies, numerous hotels have changed their concepts to suit halal by modifying their infrastructures, such as constructing prayer rooms and providing separate swimming pool and gymnasium for males and females. They also changed their hotels’ interior design and atmosphere to reflect the cultural values of Islam and conducted staff training regarding the ways to provide quality services ( Boğan and Sarıışık, 2019 ). Therefore, halal tourism has conceptually encouraged the halal tourism managers to provide quality services to both Muslim and non-Muslim tourists.

2.2. State-driven tourism

Tourism is an industry that grows globally ( Chen et al., 2016 ). According to Lee et al. (2015) , it is a resource-based industry comprising climate, landscape, socio-cultural inheritance, customs, and food, all of which are completed with compact customer service, such as transportation, hotels, restaurants, and attractions as a whole experience for tourists. In the last several decades, tourism has gotten wide attention and is identified as a potential economic resource because of its potency for the global economy contribution ( Aratuo et al., 2019 ; Akadiri and Akadiri, 2019 ). The government play crucial roles in tourism development through their policies ( Adu-Ampong, 2017 ). Although tourism development is visualized as a private sector activity, it is the government that holds the authority within the policy scope as the state acts as a key to its development ( Adu-Ampong, 2017 ). The government plays a vital role in many regional constructions through tourism by influencing the local people's lives, both positively and negatively ( Yu, 2011 :87). Therefore, the government has an essential role in developing a regions' or a country's tourism sector.

In some developing countries, the policies facilitate their tourism industry development provided by the transnational companies in the form a package, i.e., the all-in vacation ( Lee et al., 2015 ). Moreover, state-based tourism is also shown on the macro-level of a country that prioritizes the fund for infrastructure improvement projects to boost economic growth, which is beneficial for the tourism sector ( Aratuo et al., 2019 ). Meanwhile, tourism has become a national strategy in China because the central government has identified it as an essential sector which is capable of triggering domestic consumption and changing its economics through a development pattern from an export to economic-based investment ( Yu, 2011 ).

2.3. Conflict of interest

Every conflict is an interactive process manifested in incompatibilities, disagreements, or differences either inside or outside social entities, such as individuals, groups, organizations, etc ( Rahim, 2017 ). According to Fisher (2015) , a conflict is “ a social situation involving perceived incompatibilities in goals or values between two or more parties, to control each other, with antagonistic feelings toward each other.” Therefore, a conflict has three general components, namely the different values or goals of individuals or groups, the efforts to influence each other, and the feeling to confront all existing social situations. From a management science perspective, a conflict is a behavioral or psychological interaction that occurs due to the varying divergence or orientation of subjects (organizations, groups, or individuals) and objects (interests, authorities, values, or relations). Meanwhile, in tourism, the conflict of interest refers to any unstable condition of uneven economic distributions, political interests, society and culture ( Liu and Zheng, 2010 ). These conflict of interests often occur due to the claimed inconsistency, leading to conflicting sentiments ( Wang and Yotsumoto, 2019 ).

In the tourism sector, conflicts frequently arise among stakeholders, who influence one another intentionally and in a competitive way ( Yang et al., 2013 ). According to Teng (2019) , such social conflicts are triggered by tourism development. These are rooted in limited owned resources, social status, and political power unevenly distributed in the society ( Purwanto, 2017 ). An example of a conflict of interest in the tourism sector occurs in China due to unsuitable claims among stakeholders in tourism development ( Wang and Yotsumoto, 2019 ). Furthermore, the case also happens in Bunaken National Park (TNB) between the Bunaken National Park Office (BTNB) and tourism businesses; this conflict relates to the regulation's implementation of management regulations. In this case, the tourism businesspeople need to have the Nature Tourism Service Business Permit and Nature Tourism Facilities Business Permit. Another potential conflict occurs between BTNB and the Bunaken National Park management board in dealing with tariff system implementation in the TNB area since they refer to different regulations ( Santoso et al., 2015 ). Halal tourism also causes conflicts derived from different perceptions.

This study was carried out in Batu City, East Java, Indonesia. The city is one of the Halal tourism destinations that has been existing since the 10 th century and is called “ Kota Wisata Batu” . It consists of more than 30 tourism destinations around the city. In 2019, Batu City was rewarded as the top ten halal tourism destination by Tourism Ministry ( MalangVoice, 2019 ; Richa, 2019 ; Surabayapost, 2019 ). This study is a qualitative research in which the primary data were collected from stakeholders responses to halal tourism branding launched by the government. The informants were selected using the purposive sampling approach with certain criteria. Therefore, the informants were parties with a direct interests and play an important role as proponents of halal tourism outside the government structure. They included the Indonesian Ulema Council (MUI), Head of the Local People's Representative Council (DPRD), Lurah (The Head of the Village), hotel/villa managers, and tour guides. In total, seven respondents were selected. One of the respondents worked for the government; he was the Head of the Batu City Tourism Office. These informants were knowledgeable about tourism development and response patterns contributing to Batu City as the largest tourist destination in East Java.

This study was carried out in several stages. The first stage formulates the main study question related to “stakeholder responses to tourist destinations regarding halal tourism in Batu City pinned by the Central Government. Second, the data collection was performed through unstructured in-depth interviews for four months with an effective time of more than 255 h. These interviews were conducted naturally and did not follow a strict structure. This method was intended to build a friendly atmosphere between the authors and the informants and avoid suspicions. The interview approach uses the judgment sampling method, in which one informant gave instructions on the suitability of another. This method is also used to obtain validity between the answers of one informant with another. During the interview, reflection activities were conducted continuously.

This study uses a qualitative analysis with a thematic analysis approach through several stages, namely data collection, reduction, interpretation, and display. During the data collection process, interviews and observations were conducted. All the informations were recorded and transcribed. The reduction stage is the process of identifying raw data, in which the data were sorted and summarized, coded, and categorized based on the research questions. Furthermore, an interpretive thematic analysis approach is used to carry out this stage, while the authors tried to understand the entire interview transcript carefully by reading it repeatedly.

Kongsamutr (2010) argues that thematic analysis is a process of reducing data grouped into more meaningful data and obtaining important themes. In this case, the data can be underlined, italicized, or coded to get the theme. Given (2008) asserts that thematic analysis is a data reduction strategy in which qualitative data are segmented, categorized, summarized, and reconstructed by capturing important themes in the data set. Grbich (2013) also states that thematic analysis is a data reduction process before the final interpretation. In addition, thematic analysis is a descriptive strategy that facilitates searching for themes in qualitative data sets. Therefore, Guest et al. (2012) suggest that the thematic analysis requires more involvement and interpretation from researchers. The thematic analysis identifies and describes implicit and explicit ideas based on data transcription. The code is representative of the themes in the data that have been identified. At the same time, the meaning (interpretation) is given based on the data categories. The interpretative thematic analysis approach aims to obtain important patterns or ideas repeatedly appearing from the real data. Furthermore, thematic analysis requires interpretation and in-depth understanding of the researcher ( Given, 2008 ).

4.1. Halal tourism branding from the Government's perspective

Halal tourism attracts global attention both from Muslim and non-Muslim countries. Indonesia has been promoting this type of tourism since 2012, thereby making it one of the government's strategic programs ( Tempo, 2016 ). The government's consideration for halal tourism includes its ability to drive local economic success, increase exchange, and create numerous activity chains ( Minister of Tourism, 2018 ). Based on the Muslim Travel Index of 2019, at the time, there was 6% of significant market growth for Muslim travelers, which was predicted to increase by a total amount of approximately USD 300 billion or IDR 4,200 trillion in 2026 ( Mastercard, 2019 ). The main requirement for Muslim tourists is halal tourism ( Minister of Tourism, 2018 ). In addition, more than 207 million people or around 87.20% of Indonesian citizens are Muslim, thereby making it an excellent opportunity for halal tourism to thrive ( Portal Informasi Indonesia, 2020 ). Muslims must obey the established Islamic teachings and principles while travelling ( Zamani-farahani & Henderson, 2010 ). Therefore, the government's primary consideration in establishing this tourism sector is to support the country's economic growth.

Therefore, to achieve this objective, it is essential to prepare strategies for building halal tourism in Indonesia through branding, a marketing strategy concept of a country or city ( Nawangsari and Suksmawati, 2019 ). This branding process was established using the slogan Halal Tourism Indonesia and Pariwisata Halal Indonesia, which cater for various destinations ( Regulation of the Minister of Tourism Number KM.40/UM.001/MP/2018, 2018 ). The logo of Halal Tourism is a policy of the Indonesian government in developing and accelerating the realization of halal tourism. In 2016, Indonesia appointed three provinces, namely West Sumatera, Aceh, and West Nusa Tenggara, as halal tourism destinations ( Tempo, 2016 ). However, in 2019, The Ministry of Tourism increased the number to 10 provinces, namely Riau-Kepulauan Riau, DKI Jakarta, West Java, Central Java, East Java (Malang Raya), Yogyakarta, and South Sulawesi (Makassar) ( Setiawan, 2019 ).

The followings are two excerpts from an interview with the Head of the Tourism Office on the reasons for Batu City to become a halal tourism destination.

“The determination of halal tourism in Batu City is based on the survey results from the Ministry of Tourism of the Central Government. The survey is based on several aspects, including tourist attraction, public and tourism facilities, accessibility, investment, and government support. Therefore, these aspects are successfully fulfilled; hence, the Central Government inaugurated Batu City as a halal tourism destination” (Informant_1, +55 years).

The MUI of East Java Province strongly supports the development of the halal tourism industry, which the Governor of East Java initiated. He stated that:

“ The East Java MUI and the Regency/City MUI fully support the halal industry program initiated by the Governor of East Java. This priority economic program must be accelerated because it is related to business competition. MUI is also ready to facilitate the halal certification of small and medium industries and small and medium enterprises in East Java. The East Java MUI instructed the Provincial and Regency/City MUI institutions to cooperate with the provincial government and other stakeholders to realize halal tourism for the empowerment of Muslims through small and medium enterprises based on halal products. The value chain of industrial development and halal tourism in East Java starts from the White Sands Marine Tourism Beach in Situbondo and is expected to follow other regional areas ”. ( Kominfo Jatim, 2021 )

Coding: (M1) economic growth; (M2) Indonesia's population is primarily Muslim; (M2) Muslims who travel for tourism are growing at 6% per year.

Theme: the government's motivation to transform tourist destinations through halal tourism branding.

Therefore, halal tourism branding in Batu City is determined by the central government, and the concept emphasizes more on the marketing and promotion aspects both abroad and domestically.

The branding of Halal Tourism Indonesia aims to attract foreign and domestic tourists. It is proven that the slogan as a government marketing strategy in attracting Muslim tourists to Indonesia has shown significant results. Therefore, based on the Mastercard-Crescent Rating Global Muslim Travel Index of 2019, Indonesia was ranked first in halal tourism ( Mastercard, 2019 ). According to Fariha (2019) , with this achievement the total number of foreign Muslim tourists was likely to reach 158 million in 2020. Meanwhile, The Ministry of Tourism projected five million foreign Muslim tourists by 2019 compared to 2.6 million in the previous year ( Reily, 2019 ). According to Eko Wahyudi (2019) , the ministry also accommodates 7.3 million foreign tourists by 2024. Therefore, the halal tourism branding in Indonesia aims to improve the country's economic sector.

4.2. Halal tourism from the perspective of public figures (local People's Representative Council, Indonesian Ulema Council, urban village head)

Different perceptions are inevitable among government, public figures, and hotel managers. Public figures consider halal tourism a need for Muslim tourists. However, a controversial response was shown by the head of the Indonesian Ulema Council of Batu City:

“ Indonesian Ulema Council of Batu City does not support the branding of Batu City as halal tourism. According to the council, halal tourism is different from the term halal and haram in the fiqh terminology. It refers to the condition of providing halal service, inn or hotel, the place for ablution, and worship for Muslim tourists. Therefore, the main point is to make the tourists comfortable ” (Informant_2, ±60 years old).

The statement above shows a fundamental difference in perceiving the concept of halal tourism. The head of the Local People's Representative Council agrees that halal branding is unnecessary, as stated in the following excerpt:

“ Batu City, as a Tourism destination, does not have to brand itself as a halal tourism city because the society or tourism management might feel uncomfortable or offended. This is because the community and business people come from various regions and religious backgrounds. ” (Informant_3, ±50 years old).

Both the Indonesian Ulema Council and the head of the Local People's Representative Council refuse to articulate halal tourism as a branding. However, one of the urban village heads in Batu city had a different opinion, as stated in the following excerpt:

“ For me, halal tourism branding is acceptable. I believe that all families, especially Muslims prefer it, including in Songgoriti. However, structurally as an urban village head, I am poised to obey the Batu City government's policy. Therefore, the Local government in the urban village must obey the city government's policy ” (Informant_4, ±55 years old).

Coding: (Z1) does not support Batu City as a halal tourism destination; (Z2) the term halal tourism is different from the meaning of halal and haram in fiqh terminology; (Z3) Batu City is branded as an unimportant halal tourism destination; (Z4) Batu City, as a tourist destination, has provided services following Sharia (Islamic Law); (Z5) structurally, the people of Batu City are predominantly Muslim and religious; (Z6) halal tourism branding is not acceptable in Batu City; it is feared that there will be tourist restrictions.

Theme: Responses to halal tourism branding by public figures.

The statements by the Indonesian Ulema Council, the head of the Local People's Representative Council, and the urban village head show differences in perceiving halal tourism implementation.

These statements further show that branding of an area as halal tourism is not essential, rather it is imperative to provide halal service to make Muslim tourists feel comfortable.

4.3. Halal tourism, according to villa and hotel managers

Some villa and hotel managers considered the term halal tourism unsuitable and they refuse to use it due to society's and tourists' diversity. Furthermore, they were worried that the branding might decrease tourist visits. One of the villa managers stated the following:

“ I do not think that Batu needs halal branding because this strategy is dependent on the tourist market target. So far, Batu has provided halal food and worship places therefore branding is not necessary. Insya Allah, almost all of the restaurants and tourist destinations have “musholla”, and the villas provide at least a praying mat” (Informant_5, ±32 years old).

In line with Informant_5, some villa managers in Songgoriti stated the following:

“ We disagree on using halal tourism branding since the Songgoriti tourism area does not violate the rules. Furthermore, people want to run their businesses smoothly and support their family's economic condition. We also disagree on the use of the term “halal tourism” (Informant_6, +35 years old).

“ Halal tourism branding will surely affect tourist interest. This is because the term halal refers to a certain religion. Furthermore, the visitors also come from various backgrounds.” (Informant_7, ±39 years old)

The head of Songgoriti Villa Association stated the following:

“Branding it “halal tourism” means that it refers to a certain religion. This is unacceptable because Batu City, and Songgoriti, consist of people of different religions. Songgoriti offers “musholla,” mosque, church, and Hindu temples” (Informant_8, ±40 years old) .

Coding: (Q1) Batu City as a tourist destination does not require halal tourism branding; (Q2) the managers of villas, hotels, and restaurants have provided Islamic (halal) services; (Q3) halal tourism branding is unnecessary; (Q4) tourist destinations, hotels, and restaurants already provide religious facilities and halal food; (Q5) worship facilities (mosques) in Batu City are more than 100 mosques; (Q6) tourism actors have awareness about services to Islamic tourists;

Theme: Responses to halal tourism branding by villa and hotel managers.

Therefore, the branding for halal tourism as marketing media needs to be carried out differently using related terms. Halal tourism is an actual action and not just a marketing strategy used in a tourist destination area.

The informants’ statements above can be presented quantitatively, as shown in Table 1 .

Table 1

Summary of the informant's statement.

The informant's statement is presented graphically in Figure 1 .

Figure 1 shows that most of the informants rejected halal tourism branding. The impact of halal tourism branding on tourist destinations that are predominantly Muslim can lead to misperceptions. Therefore, most of the informants rejected the government's embedding of halal tourism branding. This condition is contrary to the government's view. The government assumes that halal tourism branding can increase tourist visits and increase economic growth from the tourism sector.

Percentage of views, impacts, and responses to halal tourism branding.

5. Discussion

This study shows differences in the interpretation of halal tourism between the government and stakeholders of tourism destination. Studies on the importance of halal tourism branding have shown that it is insignificant in supporting tourist destinations in Batu City. Despite the absence of halal tourism branding, the tourism industry has been going on for a long time and services to tourists have been carried out in Islamic way. For the government, halal tourism branding is aims to promote and grow the country's economy. Meanwhile, for the tourism industry halal tourism branding is a threat. In fact, the government and stakeholders of tourist destinations have shared common interest, namely the economy.

In line with the study results, the contestations or controversies regarding the meaning and use of halal tourism branding between the government and stakeholders of tourist destinations. For stakeholders, the meaning of halal tourism is the practice of actual halal services. They view that Muslim tourists need services, facilities, and areas which are in line with Sharia (Islamic Law). The concept of halal tourism has long been manifested in the stakeholder activities of a tourist destination. This view is in line with Satriana and Faridah (2018) and Hamida and Zaki (2020) , which state that the philosophical foundation of halal tourism is to provide a proper place to pray, products, packages, services that comply with Islamic teachings and implementation of Islamic principles. Battour and Ismail (2016) explained that halal tourism is any tourist object or act in accordance with Islamic teachings in the tourism industry. This definition requires Islamic law (Sharia) as the basis for providing tourism products and services to Muslim tourists, such as Sharia hotels, Sharia resorts, halal restaurants, and Sharia travel. Furthermore, they also claimed that halal tourism is not only relevant for Muslim countries, but also for non-Muslim countries.

The term halal tourism is not literally mentioned in the Qur'an. However, some terms related to travel and tourism have been used in different contexts. The word tourism in Arabic is always associated with “siyaha” which is taken from the word “saha’ which means “to move or flow” ( Samori et al., 2016 ). The command to travel in Islam can be found in the surah of the Qur”an, one of which means “ so have they not traveled through the earth and have hearts by which to reason and ears by which to hear? For indeed, it is not eyes that are blinded, but blinded are the hearts which are within the breasts” . Likewise, the order to carry out halal-oriented acts are numerously found in the Qur'an; once of which means “ O mankind, eat from whatever is on earth [that is] lawful and good and do not follow the footsteps of Satan. Indeed, he is to you a clear enemy ”. This particular verse implies that all stakeholders of halal tourism should be responsible for and aware of the provision of products, services, and tourism facilities that are aligned with Islamic teachings. The stakeholders of tourist destinations have a high awareness of Muslim tourist needs and understand that Muslims dominate visiting those destinations. Similarly, their public figure with authority encourages these stakeholders and people in general to be friendly to Muslim tourists. Halal tourism is assumed as a religious tourism subcategory created based on the Islamic Law ( Santoso and Argubi, 2019 ). Although a tourist destination is not branded with halal tourism, it provides services, facilities, and areas based on Muslim tourists' demands and needs, irrespective of their backgrounds.

To ensure the “halal compliance”, halal certification guarantees all Muslim tourists that all the products, services, and tourist facilities have met the requirements stipulated in the Sharia ( Samori et al., 2016 ). Therefore, to strengthen tourism policy in Indonesia, the government, through the Ministry of Tourism and the Indonesian Ulema Council, issued regulations, guidelines, and fatwas, such as (1) Decree of the Minister of Tourism ( Regulation of the Minister of Tourism Number KM.40/UM.001/MP/2018, 2018 ), (2) Guidelines for the Implementation of Halal Tourism (Deputy for Industrial and Institutional Development of the Ministry of Tourism), and (3) Fatwa of the National Sharia Council-Indonesian Ulema Council Number 108/DSN-MUI/X/2016 on the Guidelines for the Implementation of Tourism Based on Sharia Principles ( Fatwa of the National Sharia Council - Indonesian Ulema Council, 2016 ).

Besides being a command in Islamic teachings, halal tourism can also be viewed from an economic point of view that it is a new phenomenon in the tourism industry. As halal tourism provides economic opportunities and has a potential for the economic growth and the welfare of the community and the country, the government is responsible for developing halal tourism and promoting it both at national and international levels ( Devi and Firmansyah, 2019 ). Halal tourism branding is carried out by Muslim countries (such as Indonesia or Malaysia) and by non-Muslim countries, one of which is Japan. In addition to branding, Japan also provides halal products and Muslim tourists need. For example, at Narita and Kansai International Airports, many prayer rooms and halal-certified Japanese foods, such as Udon and Ramen, mushrooming in big cities. Prayer rooms are also available in shopping centers in big cities, such as Osaka, Kyoto, and Tokyo ( Samori et al., 2016 ).

The government has branded halal tourism as a medium for marketing and promoting some areas in Indonesia. This branding aims to increase visits by both local and foreign tourists, which will automatically elevate the country's economy. Indonesia is a developing country, so it needs a strong economic growth. Yu (2011) stated that tourism had become a national strategy because the central government has identified it as an essential sector capable of triggering domestic consumption and changing its economy through a development pattern from export to economic-based investment.

For the government, halal tourism branding is only a strategy to increase Muslim tourist visits from other countries. This finding is supported by the previous study, which reveals that the government narrows down the meaning of halal trademark as a symbol and strategy in branding the nation ( Firdausi et al., 2017 ). However, its implementation is not yet in line with the concept of halal tourism. A study by Khoiriati et al. (2018) states that the implementation of halal tourism in Lombok (NTB, Indonesia), declared as the best in the world, has not been supported by the development of halal tourism institutions and infrastructures. The Indonesian government has pinned Lombok as a halal tourist destination based on branding rather than value. In addition, it is designed as a pilot project for halal tourism destinations in Indonesia. Devi and Firmansyah (2019) emphasized that infrastructure development is the highest indicator in halal tourism. Churiyah et al. (2021) study also highlights the non-holistic provision of halal tourism services and the application of Islamic values even though Indonesia has earned the prestigious label as the best halal tourism in the world. They also stated that holistic Islamic values and sharia must find halal tourism with services provided for both Muslim and non-Muslim tourists.

Therefore, halal tourism creating different perspectives for its interpretations could result in limiting opportunities for tourism actors including its workers, as experienced in Padang ( Adona et al., 2019 ). However, halal tourism also tends to have a positive impact when viewed philosophically. The brand impacts the attitude and satisfaction of Muslim tourists in halal tourism destinations ( Rahman et al., 2019 ). Consequently, halal tourism tends to be relevance to Indonesians’ various aspects because they are predominantly Muslims. It provides satisfaction for Muslim tourists, and it enables them to get hotel services, restaurant/restaurant/cafe services, and tour or travel/transportation services in accordance with Islamic Law. However, it also provides various joints of life for the whole community, especially those in tourist destinations, such as socio-religious and economic life.

Meanwhile, the term halal tourism for stakeholders or operators of halal tourism destinations must be realized in the form of products and services aligned with the values and principles of Islamic teachings. This view is supported by Aziz and Athoillah (2019) , who state that tourist destination stakeholders perceive halal tourism as an accurate tourism service and facility for Muslims under Islamic principles. Tourist destination stakeholders then aim to ensure that Muslim tourists feel comfortable and that their psychological and spiritual needs are met. Ambali and Bakar (2014) state that the term halal tourism is developed to fulfill the needs of Muslim tourists, comprising any products that have been prepared set based on the Islamic Law (halal). A product needs to comply with the Islamic Law enforced based on the holy Quran and Sunnah of the Prophet Muhammad (PBUH) to be certified as halal ( Chintiyatmi et al., 2013 ).

A halal tourism is area with an attractive complementary facility and accessible to tourism under the sharia principle ( Fatwa of the National Sharia Council - Indonesian Ulema Council, 2016 ). Halal food availability is a priority for Muslim tourists, such as Muslim-friendly hotels and airports, no alcoholic drink, and pork products ( Battour and Ismail, 2016 ). Meanwhile, the government's philosophical basis is promoting Indonesia tourism through the “Halal Tourism Indonesia” logo ( Regulation of the Minister of Tourism Number KM.40/UM.001/MP/2018, 2018 ). Actually, both stakeholders and the government have one common concern, i.e., the economic problem. Halal tourism is actually utilized through products and services for economic purposes for tourism service actors. For the government, halal tourism is used as a promotional medium through the Halal Tourism Indonesia logo to benefit economic growth of the country. Both can bring about impacts on increasing the people's welfare ( Jaelani, 2017 ; Adinugraha et al., 2018 ).

Therefore, there are differences in the perception of halal tourism between the government and stakeholders. The Government sees halal tourism as an economic commodity, while stakeholders define it as a halal service in line with Islamic principles. This is caused by the different perspectives of the two parties on the philosophical basis, which is committed to realizing halal tourist destinations and economy in the actual condition for stakeholders and the government, respectively. Therefore, there is a difference in halal ‘tourism's philosophical basis between the government and tourist destination stakeholders. However, both the government and stakeholders of tourist destinations have the same interests, namely prosperity and economic growth.

The study of halal tourism tends to be discussed in economic aspects and business opportunities. According to Jaelani (2017) , it is a part of tourism that contributes to ‘Indonesia's economic growth. He further stated that halal tourism become the tourism industry's development. The benefits of halal tourism are aimed at Muslim tourists, but it is open to everyone in the form of halal products and services. Halal tourism is not only branding, but it must comply with halal standards (halal certified). Therefore, the implementation of halal tourism must be carried out through the tourism ecosystem. By doing so, halal tourism has a potential opportunity to increase economic welfare for the community and help the ‘country's economic growth. This is in line with the research carried out by Aziz and Athoillah (2019) , which stated that halal tourism is an alternative to economic development with the potential to be developed for both Muslim and non-Muslim tourists. Battour and Ismail (2016) stated that halal tourism provides business opportunities. In addition, Hamida and Zaki (2020) reported that those running a business in the tourism sector have a positive response in applying sharia principles. Therefore, this research differs from preliminary studies because it focuses on the meaning of halal tourism perceived by the destination's stakeholders and the government.

Studies on halal tourism are discussed in terms of economic aspects and business opportunities. However, the government needs to understand its philosophy because it is not sufficient to see it as an economic commodity marketed and promoted alone through the Halal Tourism logo. Furthermore, the government needs to ask the district head of an area assigned as the tourism destination to realize the natural concept. The process of strengthening human resources and institutional structures needs to be appropriately prepared by providing facilities, infrastructure, and the availability of halal food. Stakeholders also need to strengthen their commitment and knowledge on the management of halal tourism. Meanwhile, the government is responsible for developing stakeholder competence as a buffer for the halal tourist destination. Therefore, both parties are expected to develop halal tourism in Indonesia.

The study results have contributed to scientific development, the managers and businesses supporting tourist destinations, and policymakers in the government. As a contribution to scientific development, halal tourism is a relatively new concept in the tourism sector. This concept emerged based on the phenomenon of the needs of Muslim tourists when traveling. Not many comprehensive halal tourism concepts have been found. Therefore, the concept of halal tourism is a new thought that must be researched and studied continuously so that the concept of halal tourism can be used as a reference by stakeholders of tourist destinations. Contributions to the management and supporting businesses of tourist destinations cannot be achieved with Halal Tourism just as a slogan. However, halal tourism must be implemented in managing tourist destinations, services, providing facilities, and providing the food needed by Muslim tourists. Another contribution is for the government as a policymaker about halal tourism. With the results of this study, it is expected that the government will understand that each region does not have to be branded with halal tourism. Still, it is far more essential to provide knowledge about the concept of halal tourism to the parties involved in tourist destinations.

6. Conclusion

This study shows that halal tourism has ideological and various meanings. Furthermore, it has become a symbolic slogan to build a more political image associated with tourism promotion as a source of foreign exchange. From a societal perspective, halal tourism is considered more of a social practice related to the provision of honest service by the region to meet the value and measure of halal. Therefore, this type of tourism is more responded to as the “responsibility” of the tourism ‘sector's business workers in fulfilling the facility and providing service according to the halal criteria. On the other hand, the government uses halal tourism as a regional development communication framework branding.

This study analyzes issues associated with tourism from a different perspective. It asserts that halal tourism is a term with a religious nuance and an arena where meaning and interest are negotiated. Each party provides meaning and valuable content in the arena, making it constative. With this approach, the ‘study's concept is not only placed generically, rather it is a different concept in which the meaning is exchanged and negotiated to provide validity for a practice. This study of halal tourism also shows the need to use different perspectives in determining multiple truths as the consequences of the involvement of many parties in interpreting the meaning. There are two important messages behind this study, firstly halal tourism branding must not be embedded in tourist destinations where the majority of the people are Muslims. Halal tourism at the practical level is much more important than the branding level embedded by the government. The community, stakeholders, and tour guides at this tourist destination view that services and the provision of facilities in accordance with Islamic Sharia principles have more important urgency and values than just symbols of halal tourism. This is because they are also more aware that most tourists in Indonesia are Muslims whose rights should be fulfilled in carrying out religious orders while traveling. They also understand that Muslim tourists have very strong religious ideals. Secondly, halal tourism branding is more relevant to be embedded in tourism areas where most of the population is non-Muslim, for example, in Manado, Bali, East Nusa Tenggara, Tanah Toraja, etc. It aims to provide certainty to Muslim tourists aiming to travel to these areas by providing facilities and fulfilling services in accordance with the Islamic rules. Therefore, halal tourism branding does not have to be embedded in all tourist destinations in Indonesia.

This study is limited to one tourist destination in a predominantly Muslim area. The tourist destinations have urban planning and socio-religious life in Muslim communities that are strong in carrying out worship. The second limitation is that all the informants are Muslim with the same understanding in interpreting the urgency of halal tourism. Furthermore, this study is limited with its inability to accommodate tourist destinations in other areas where most of the population is non-Muslim and experiences halal tourism branding. Different locality contexts with varying cultural characters provide different nuances in interpreting the concept. In line with that, it is recommended that studies in a comparative perspective are needed, especially in tourist destinations with different cultures, attitudes, socio-religious, and regional characters to provide deeper understanding, comprehensively on the discourse and practice of halal tourism. Therefore, further studies also need to be directed on how religious economization occurs not only in economic commodities rather in different concepts.

Declarations

Author contribution statement.

Slamet: Conceived and designed the experiments; Performed the experiments; Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or data; Wrote the paper.

Irwan Abdullah: Performed the experiments; Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or data.

Nur Quma Laila: Analyzed and interpreted the data; Contributed reagents, materials, analysis tools or data; Wrote the paper.

Funding statement

This research was supported by the Universitas Islam Negeri Maulana Malik Ibrahim, Malang, East Java, Indonesia (DIPA Number: DIPA.025.04.2.423812/2018).

Data availability statement

Declaration of interests statement.

The authors declare no conflict of interest.

Additional information

No additional information is available for this paper.

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TechBullion

What is the role of hotels in halal tourism.

Tourism companies must know Muslim travel preferences to suit their needs, particularly in the Halal tourism market. Advertising, lawmakers, and industry participants can all benefit from knowing what defines friendly behavior in Halal tourism.

It is critical for developing Halal tourist services, facilities, travel with New York Umrah Packages All-Inclusive with Flight   from USA, and adventures. Besides, it promotes the planning of customized advertisements to appeal to Muslim travelers.

Halal tourism is significant from both an economic and cultural perspective. Many people indicate the need to create Halal tourist services based on religious beliefs and notions. Different terms define Halal tourism and a framework for understanding the context.

The number of Muslim travelers globally is increasing because countries are moving closer to halal certification. Many non-Muslim countries are adopting halal methods to strengthen their economies. Countries such as Taiwan, Japan, Africa, France, and China are developing halal tourism options for Muslims.

They choose halal ways to offer Muslim travelers, so enhancing the tourism industry and GDP growth. Muslims prefer to travel to halal sites to prevent discomfort. Several countries have set up great hotels and resorts where halal visitors can stay and relax during their vacations. Thus, they can enjoy wonderful cuisine, beaches, and spa services.

What Does Muslim Friendly Hotels Mean?

Include Muslim friendly hotels in your Chicago Umrah Packages with Flights  to follow Islamic law. Muslim Friendly mean qualifies as friendly hotel rooms for Muslims. A hotel that meets the specific requirements of Muslim visitors is Muslim friendly. It means offering resources and amenities that follow Islamic beliefs and values. While each hotel may have different specific amenities, most share a few similarities. These are:

·  Prayer rooms

Research indicates that formal prayer is an important form of worship as it represents the bond between man and Allah. Muslims can get strength, direction, and mental peace from their prayer. They should offer five prayers a day by Islamic law. These prayers are offered before dawn, in the afternoon, after sunset, after sunset, and at night. Muslims should offer these prayers. Mosques and prayer rooms are a couple of these types of places. Besides, the mosque is one of the most sacred places of prayer for Muslims. They must access these areas to carry out their religious activities.

·  Halal food

Hotels are vital in the halal food sector, particularly to attract Muslim tourists. They fulfil the dietary requirements and religious rituals of Muslims. Halal hotels ensure that every available food is halal certified. It means they follow Islamic dietary guidelines. This includes avoiding serving pork meat and alcohol.

These hotels frequently have halal kitchens and food outlets. Thus, they make Muslim visitors feel at ease and secure about their dietary choices. Hotels that offer these amenities create a welcoming environment for Muslim guests. They play an important role in making Muslim travel enjoyable and open to everybody.

·  Islamic entertainment

Hotels must offer Islamic entertainment to draw in Muslim customers. Many Muslim scholars claim that going to areas where men and women freely interact and where sexual freedom is Haram. Many hotels don’t have separate swimming pools for men and women. Muslim women may find it difficult to enjoy swimming because most swimsuits do not adhere to Islamic principles.

Therefore, hotels should offer choices that let people of both genders swim while yet respecting their beliefs. Muslims cannot go to the locations that provide alcohol or hold gambling activities. Hotels can guarantee a comfortable and welcoming stay for Muslims by making the surroundings more friendly.

·  Islamic outfit guidelines

In Islam, men and women should dress modestly, simply, and with elegance. They cannot wear inappropriate dress under Shariah regulations. Therefore, Muslims take care when selecting travel places based on dress codes. They wish to guarantee that local customs reflect their values. This is crucial factor for Muslim travel.

Muslims should cover their bodies and hair to prevent being seen by unrelated men. Under the Shariah, Muslim women shall not reveal their hair or bodies. Muslims can travel more comfortably and enjoy their travels by adhering to these principles. You must consider the dress code when picking December Umrah packages for different places.

·  Overall values in Islam

Muslim visitors are grateful to the hotel staff who control inappropriate or immoral guest behavior. They cannot engage in adultery or fornication by Shariah law. Muslims should avoid activities that encourage sexual permissiveness. Besides, staff members need to keep a close eye on how other visitors behave to protect the image of the hotel.

Furthermore, it is improper to use graphically suggestive imagery in marketing materials to draw in Muslim clients. Hotels may make their locations feel friendly and hospitable to Muslim visitors by upholding a respectful environment.

·  Customer contentment

All businesses want to satisfy their clients because it can result in more sales and repeat business. The hotel services should meet the needs of customers to satisfy them. It is a review of the customer experiences with a good or service. Customer satisfaction declines when there is a difference between their expectation and reality. Excellent customer support is crucial for the image of the hotels.

Companies must offer quality services for customer satisfaction. Hotel service providers who cater to Halal customers can grow their market share. They will probably draw in more business if they satisfy the requirements and expectations of their visitors. these hotels can develop loyal customers by prioritizing service and quality. When scheduling December Umrah packages from USA, select hotels wisely.

Bottom Line

Halal hotels and customer happiness have a strong connection. Muslim visitors choose halal hotels because it allows them to practice their beliefs while exploring new places. Travelling can be difficult for Muslims, particularly in terms of getting halal food and locations to worship daily. Halal hotels should consider Muslims concerns so that they can enjoy their vacations. They should continue to improve their halal services to increase their market share and attract more visitors .

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/ Singapore Sets the Stage for Halal Culinary Revolution with Inaugural HalalTrip Gastronomy Awards

Singapore Sets the Stage for Halal Culinary Revolution with Inaugural HalalTrip Gastronomy Awards

Singapore, 14 December 2023 — Singapore is poised to spearhead an innovative era in Halal culinary experiences, marked by the debut of the HalalTrip Gastronomy Awards. This groundbreaking endeavor, a collaborative effort between HalalTrip and the Singapore Halal Culinary Federation, was today exclusively unveiled to the media and partners, signifying an important milestone in the evolution of Halal dining. The awards, signaling the start of a new chapter in Halal cuisine, are set to extend their reach to additional cities in the forthcoming years.

The HalalTrip Gastronomy Award is a prestigious recognition in Halal dining, established to honor Singapore's most exemplary Halal culinary establishments. These awards evaluate Halal eateries, placing a strong emphasis on culinary distinction. Participating venues are evaluated on five criteria, including creative presentation, flavor harmony, food quality, menu innovation, and service excellence, with the best performers receiving one to three diamonds. Moreover, leading contenders in each segment will vie for the coveted Best-in-Class Awards. This evaluation process is conducted with utmost integrity by professional inspectors dining incognito.

In addition to the awards, the HalalTrip Gastronomy Awards introduce a Gastronomy Cook-off, an arena for celebrating the extraordinary talents of chefs from Halal dining establishments. This competition will bring together chefs of diverse expertise, challenging them to stretch their culinary imagination and skills.

"We are thrilled to launch the HalalTrip Gastronomy Awards, a landmark initiative set to redefine the Halal dining experience in Singapore and globally. This platform is not just an award; it's a celebration of culinary innovation and a tribute to the diverse, rich flavors that Halal cuisine offers. We aim to set new benchmarks in Halal culinary excellence, inspiring chefs and establishments to elevate their craft constantly. This is a step towards showcasing Singapore as a vibrant epicenter of Halal gastronomy, inviting the world to savor and appreciate the unique and exquisite tastes that our talented chefs create." said Chef Kamal, President of the Singapore Halal Culinary Federation .

According to the Mastercard-CrescentRating Halal Food Lifestyle 2021 report , Singapore Muslims’ expenditure on Halal dining was estimated to be SGD 700 Million in 2019. Local Muslim millennials were identified as the key driving force behind the growth of this sector. With Muslim visitors to Singapore spending SGD 300 million in 2019, the total Halal dining market was estimated to be SGD 1 Billion in 2019. 

The upward trajectory in the Halal food market mirrors the evolving preferences of the modern Muslim diner. Today's consumers look beyond just Halal certification; they yearn for a rich and varied culinary experience, ranging from authentic street food to upscale fine dining, all aligned with their faith and ethical values. This shift signifies a growing emphasis on quality, innovation, and diversity in Halal gastronomy.

"In the spirit of innovation and appreciation for the finest in Halal gastronomy, the HalalTrip Gastronomy Awards mark a momentous partnership between HalalTrip and the Singapore Halal Culinary Federation," said Raudha Zaini, Strategic Partnerships & Projects Lead at HalalTrip . "This inaugural culinary accolade sets the stage for the celebration of culinary excellence and spotlights exceptional Halal dining establishments, starting with Singapore. It is a testament to our commitment to continuously elevate Halal lifestyle experiences."

The first HalalTrip Gastronomy Award recipients will be revealed at the fourth Halal In Travel Global Summit in May 2024. The summit serves as the leading international forum for the Halal travel industry, drawing a wide range of participants from travel professionals and industry pioneers to culinary experts. 

Visit this link to learn more about the HalalTrip Gastronomy Awards 2024: https://www.halaltrip.com/halaltrip-gastronomy-awards/  

Visit this link for the full press kit: https://bit.ly/presskithtga

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