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Halal Tourism, Implementation and What is Needed:
Indonesia Case
Madziatul Churiyah1*, Heri Pratikto2, Evi Susanti3 Filianti4, Lili Adi Wibowo5,
Adam Voak6
1,2Faculty of Economics Universitas Negeri Malang Indonesia,
3Faculty of Mathematics and Science Universitas Negeri Malang Indonesia,
4High Tech Teacher Indonesia
5Faculty of Economics and Business Education Universitas Pendidikan Indonesia,
6James Cook University, Australia
*Corresponding author. Email: madziatul.churiyah.fe@um.ac.id
ABSTRACT
Halal Tourism is becoming a trend. The increasing number of Muslim tourists in the world spending hundreds
of billions of dollars in spending provides opportunities for Halal Tourism destinations. OIC and non-OIC
member countries are competing to respond to this opportunity by developing the concept of Halal Tourism.
Indonesia as the first ranked Halal Tourism destination by GMTI 2019 also prepared a strategy by making a
series of policies. As a Muslim majority country that has natural resources, ethnicity, race, history and culture,
it provides an opportunity for Indonesia to survive as the best Halal Tourism destination. However, its
implementation needs to be reviewed again in order to maintain the best service quality in accordance with
Islamic values in order to bring forth new strategic input in developing Halal Tourism. This literature study was
written by examining journals related to Halal Tourism and reports / documents from the Indonesian
government and global institutions. The aim is to contribute to the government of Indonesia and other countries
and businesses to develop and manage Halal Tourism which provides many benefits for economic and social
aspects.
Keywords: Halal Tourism, Economic, Social, Muslim
1. INTRODUCTION
The concept of Halal Tourism is becoming a trend
of discussion among many groups [1] [2]. This was
preceded by the fact of increasing Muslim tourists
visiting tourist destinations in several countries over
the past few years. PEW Research predicts that the
total world population is expected to increase to 9.3
billion in 2050, an increase of 35% from 2010. During
the same period, the adherents of Islam are projected
to increase by 73% from the amount of 1.6 billion in
2010, which is as much as 2, 8 billion. This is
comparable in other projections in the form of
continuing increases in the birth rates of babies
adherents of Islam. In line with this, the 2019 Global
Muslim Travel Index (GMTI) projects that the number
of Muslim tourists in the world in 2020 will reach 160
million tourists with total spending on spending
reaching USD 220 billion, experiencing a growth of
6% per year [3]. Nominally this will continue to
experience growth, in 2026 GMTI projects that around
USD 300 billion will be issued by Muslim tourists
from various parts of the world to shop for trips.
Responding to this, many countries both OIC
(Organization of the Islamic Cooperation) and non-
OIC members are competing to prepare the best Halal
Tourism destinations for Muslim tourists [4]. OIC
members such as Malaysia, Indonesia, United Arab
Emirates, Turkey, and many more, each has prepared
its strategy to become the best Halal Tourism
destination in the world. Non-OIC countries such as
Thailand, Singapore, China, Australia, New Zealand
and the Philippines are also trying to win the sympathy
of Muslim tourists.
The experts and researchers also helped enliven the
discussion on Halal Tourism. In recent years there has
been a lot of debate about the true meaning and concept
of Halal Tourism. Until the conclusion that Halal
Tourism is a concept of tourism carried out by Muslims
for recreational purposes while looking at the creation
Advances in Economics, Business and Management Research, volume 193
Proceedings of the BISTIC Business Innovation Sustainability and Technology
International Conference (BISTIC 2021)
Copyright © 2021 The Authors. Published by Atlantis Press International B.V.
This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 1
of Allah SWT in order to appear gratitude for the
pleasure and majesty that Allah SWT has created.
During the trip, it is required for Muslims to remain
bound by Islamic law [5]. Ryan (2016) recommends
that researchers no longer only discuss the concept of
Halal Tourism in general, but can conduct further
studies relating to the implementation of Halal
Tourism in order to make it more realized and accepted
by many people [6].
The latest GMTI 2019 report placed Indonesia first
as the best Halal Tourism destination in the world,
followed by Malaysia in the second place [3].
Indonesia consistently ranks up every year. But the
opposite happened in conventional tourism ranking by
WEF (World Economic Forum) with the headline "The
Travel & Tourism Competitiveness Report 2019"
which placed Indonesia in 40th place out of 140
countries as the best tourism destination in the world
[7]. This ranking is under Singapore, Malaysia and
Thailand. Certainly this is very proud of Indonesia as a
Muslim-majority country that has a million natural
beauty, ethnicity, race, history, and culture. This
literature study aims to analyze the concept of Halal
Tourism and its implementation in the country of
Indonesia and reviewing the Government of
Indonesia's strategy in developing the concept of Halal
Tourism through reviewing journals and reports /
documents from the Government of Indonesia and
global institutions. This is done to contribute to the
government of Indonesia and other countries and
related parties to provide an understanding of the
application of the concept of Halal Tourism and what
needs to be realized in the near future.
It is important to understand what the true concept
of Halal Tourism is, including qualified human
resources in the field of Halal Tourism [8]. If this
concept is able to be applied seriously, the economic
impact will be greatly felt [9] [10] [11]. The
unemployment rate can be reduced through job
opening in the field of Halal Tourism on a large scale
and economic growth will increase significantly. In
addition, the promotion of Indonesia as the best Halal
Tourism destination will be maintained. This article
will discuss what has been deemed not formulated in
the Halal Tourism development road map in Indonesia.
For business people, this research will provide
information about what Muslims need when they
travel, thus creating opportunities for running a more
sustainable and profitable business. More broadly, this
research not only has a positive impact on the
Indonesian government but other countries'
governments to compete with each other and even
work together to create a Halal Tourism destination
that is able to meet the needs of every Muslim traveler
from around the world.
2. LITERATURE REVIEW
2.1. Halal Tourism Concept
Islam is a unique religion whose legal sources
include the regulation of all aspects of Muslim life.
Islamic laws, hereinafter known as syara law, have an
impact on the attitudes, habits and behavior of
everyday Muslims in order to always follow what
Allah SWT has commanded [12] [13]. Every deed of
the Muslims is determined whether or not (halal-
haram) is based on the Qur'an and the hadith of the
Prophet Muhammad [12]. Battor & Ismail (2016)
states that even though it means anything that is
permissible in accordance with Shariah law '[14].
At present, the world community especially non-
Muslims often consider halal as a term in the concept
of food and drink only [15]. Furthermore, Samori et al.
(2016) say that halal is not only synonymous with food
and drink but also various types of products and
services offered to Muslims, including Halal Tourism
[12] [16].When traveling, Muslims have a series of
sharia laws' which must be implemented, that is, still
paying attention to religious norms even for tourism
purposes [5].
Many experts and researchers have debated the
term Halal Tourism. Some figures stated that Halal
Tourism refers to trips made by Muslims for
recreational and social purposes, although there is no
spiritual motivation to do so, but still wants to hold fast
to the shariah law '[6] [17]. Whereas Boğan & Sarıışık
(2019) further defines it as Islamic Tourism which is
the type of tourism that arises as a result of individual
preferences to travel and has the goal of getting
approval from Allah SWT [12].
highlights the use of the term Halal Tourism,
especially in Indonesia, referring only to values and
branding [4]. Value-based Halal Tourism relates to the
development of all things related to tourism based on
syara law. While branding-based Halal Tourism is
merely taking ideas related to halal as a marketing
strategy to attract Muslim tourists. Whereas Wardi,
Abror, & Trinanda (2018) further simplified the
definition of Halal Tourism as any tourism activities
carried out by Muslims based on syariah law '[18].
Their research stated that Halal Tourism is tourism that
is in accordance with Islamic values and is carried out
by Muslims where they want to maintain Islamic
values even though they are on a tour [19]. Other
researchers highlighted the things that must be
prepared by producers to prepare all the needs for
Muslims when traveling and this concept can not only
be done in Muslim-majority countries, but also non-
Muslim countries because in this case Halal Tourism
is interpreted as any tourism object or activity based on
syara law '[14] [1] [20] [21].
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Based on the explanation above, it can be
concluded that Halal Tourism is a tourism concept
based on syara law 'and can be implemented in any
country as long as the producers, in this case the
government and entrepreneurs in a particular country,
are able to accommodate the things that Muslims need
during their tour. . Halal Tourism can not only be
enjoyed by Muslims but also non-Muslims [8] [15].
Because the things contained in Halal Tourism are not
inversely proportional to the basic needs of non-
Muslim tourists. However, there will be some
restrictions on implementing Halal Tourism for non-
Muslims.
2.2. Halal Tourism according to Non-Muslim
Perspective
Battor et al. (2018) conducted a study of non-
Muslim tourists (Christians and atheists) who traveled
to Malaysia and Turkey regarding their acceptance of
the concept of Halal Tourism [15]. First, they do not
really know the concept of Halal Tourism because for
them the concept of halal is still limited to the absence
of pork and alcohol content in food. The majority of
them said they could accept the values that exist in the
concept of Halal Tourism and consider products and
services in Halal Tourism as a rare opportunity to learn
and understand Muslim culture. In fact, most of them
feel it is not a problem to do what the shariah law
'regulates. Likewise, non-Muslims can also enjoy halal
tourism products for various reasons [16]. For
example, hotels that are more family-friendly, halal
food is synonymous with health and hygiene and other
services that prioritize the norms of politeness.
Islam assumes that there is no compulsion for non-
Muslims to follow what the shariah law 'rules to
Muslims. However, the usefulness seen when
implementing syariah law 'is often a bargaining power
for non-Muslims to take part in enjoying syariah law',
including in this case Halal Tourism [16]. The
uniqueness of Islamic culture when compared with
other religious cultures is often also the main
attraction. Therefore, it is not a problem to project
Halal Tourism to non-Muslims as well. Service
differences in certain areas need to be considered by
producers as long as they do not interfere with Muslim
tourists enjoying their holidays. Battor (2017) also
underlined that producers can provide understanding to
non-Muslim tourists related to the concept of Halal
Tourism so that they do not experience confusion that
results in violating the rules on Halal Tourism [8].
Projecting Halal Tourism which is not only for
Muslims but also for non-Muslims is increasingly
benefited by research from Warsito, Maksum, &
Herningtyas (2019) which says that non-Muslims pay
little attention to political upheaval in a Muslim-
majority country as long as it will take a tour [22]. That
is, although the last few years there have been issues of
sentiment towards Islamic values, the world
community especially non-Muslims can understand it
as an ordinary political event and not so influential on
tourist services.
2.3. The Benefit of Halal Tourism for Country
The tourism sector plays an important role in the
pace of the world economy which is one of the main
contributors to economic development and
unemployment reduction [16] (El-Gohary, 2016). The
Asia Pacific region, including Indonesia, is the fastest
growing region in the world. This is measured by
increasing foreign tourist arrivals, economic activity,
investment and employment [22] (Warsito et al.,
2019). For developing countries like Malaysia and
Indonesia, the tourism sector has great potential to
become a major economic driver for countries that
want to diversify their income streams [9] (Isa et al.,
2018).
When there was economic instability in several
countries in 2009, the tourism sector, especially Halal
Tourism, has given a breath of immediate economic
development. This is supported by tourists from the
Middle East region who make tourist visits and spend
a lot of money in meeting the needs of travel. In
Indonesia, tourism has been predicted to be the most
profitable economic sector, so many state development
plans that prioritize tourism aspects. Because it is
recognized directly by focusing on tourism, there will
be many clues such as providing employment, income,
and production to improve the welfare of the
community [10] [23] (Meiliana et al., 2017: Panjaitan,
2020).
Currently, an important trend in tourism is Halal
Tourism, which also plays an important role in
economic growth in the world, including Indonesia. As
a Muslim-majority country, Indonesia has a wealth of
natural beauty, culture, ethnicity, race and history as
well as a friendly population so that it has the
advantage to be able to continue to present the
implementation of Halal Tourism in its [23]. The
Asian Tourism Market in 2015 said that Halal Tourism
is very likely to have a positive impact on a country's
economy. Through the wealth of architecture, history
and cultural heritage left by the past Islamic
civilization in certain countries, it provides an
opportunity to open a Halal Tourism destination which
is very possible for Muslim tourists to visit [6].
Based on the explanation above, Halal Tourism is
highly recognized to be able to support the economy of
a country including Indonesia. Not only for the next
few years but this will be a long journey of the world
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of all time. GMTI 2019 has even projected that the
number of Muslim tourists in the world in 2020 will
reach 160 million tourists with total spending on
spending reaching USD 220 billion [3], experiencing
growth of 6% per year. Nominally this will continue to
experience growth, in 2026 GMTI projects that around
USD 300 billion will be issued by Muslim tourists
from various parts of the world to shop for trips.
3. METHOD
This research is a literature study that examines
various scientific articles on the topic of Halal
Tourism, Halal Food and other matters related to the
concept of Halal Tourism. In addition, studies of
various official reports / documents issued by the
Indonesian government and global institutions (PEW
Research Center, World Economic Forum, Mastercard
and Cresrecent-Rating) both relate to tourism in
general, Halal Tourism as well as studies of the
economy and religion in the world also done [24] [25].
4. RESULT AND DISCUSSION
4.1. Indonesia Opportunity on Halal Tourism
GMTI 2019 put Indonesia in the first place as the
best Halal Tourism destination in the world, beating
the defending champion Malaysia [3]. Previously,
Indonesia, represented by the NTB Province, had
received awards in the form of the best Halal Tourism
destinations and honeymoon destinations for the best
Muslims in the world. Through this, the central and
regional governments are serious in managing and
developing Halal Tourism in Indonesia, even in the
Indonesian Islamic Master Plan 2019-2024 [26], Halal
Tourism is one of the important aspects that will be
projected to have a positive impact on the growth of
the Islamic economy in Indonesia.
The Indonesian government is serious about
working on Halal Tourism as a promising project for
the interests of the country, especially economic and
social. This is also supported by the existence of the
2019-2024 Halal Tourism Development Strategy Plan
issued by the Deputy for Industrial and Institutional
Development of the Ministry of Tourism in 2019 [27].
Furthermore, through the release of the Halal Tourism
Organization Guidelines issued by the same ministry
in 2019 also strengthened that the Government of
Indonesia is serious about the Halal Tourism project
[28].
The prospects for halal tourism in Indonesia
can be summarized as follows: 1) Natural tourism
which includes beaches, mountains, mountains,
waterfalls, lakes and more; 2) Cultural tourism which
includes conservative Muslim traditions in Indonesia
or the like; 3) Educational tourism which includes
boarding schools with a variety of uniqueness each; 4)
Heritage tourism which includes building
characterizing Islam such as mosques and so on; and
5) Historical tours that include the history of Indonesia
such as how nine Sunan preached Islam to the
Indonesian homeland.
The world recognizes Indonesia's natural and
cultural riches, even the WEF (World Economic
Forum) report titled "The Travel & Tourism
Competitiveness Report 2019" ranks Indonesia 18th
out of 140 countries in terms of its natural and cultural
riches [7]. Further wealth of various tourism prospects
in Indonesia is conveyed in the Halal Tourism
Development Strategy Plan document 2019-2024
namely Indonesia is the largest archipelago in the
world with a total of 17,508 islands and a sea area of
about 3.1 million km²[27]. This has brought Indonesia
to be known as the country with the largest marine
biodiversity and biodiversity in the world. Even
according to the WTO (World Trade Organization) six
of the most beautiful and best coral reef ecosystems in
the world are in Indonesia, namely Raja Ampat,
Wakatobi, Taka Bone Rate, Bunaken, Karimun Jawa,
and Pulau Weh. Cultural wealth is reflected in
Indonesia inhabited by more than 300 ethnic groups,
and has 742 languages and dialects as well as with all
the cultural expressions and customs of this tradition
Indonesia is recognized worldwide as a world cultural
heritage site. Another nickname for the country of
Indonesia is the third country biodiversity after Brazil
and Zaire. Indonesia is also a country that is on the ring
of fire (ring of fire) is active in the world with the most
mountain distribution in the world. In the historical
aspect of Indonesia, it also has a wealth such as the
history of Admiral Cheng Ho, the exploration of Sir
Arthur Wallacea (operation Wallacea), the silk
shipping route (silk route), and the spice route (spice
route).
In Table 1 the following is illustrated as a regional
distribution, there are many Provinces that comprise
various cities and regencies in Indonesia which are
prospected as future Halal Tourism concepts.
Table 1. Eight Provinces are projected to become Halal Tourism destinations in Indonesia
Main Economic Sector
Islamic Economic Potential
Development Sector
Aceh
Agriculture, forestry and fisheries (29,60%)
Islamic finance
Halal food and beverages
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Wholesale, retail, motor vehicle reparation
(16,07%)
Government administration, defense and
compulsory social guarantees (9,56%)
Halal tourism
East Sumatra
Agriculture, forestry and fisheries (23,55%)
Wholesale, retail, motor vehicle reparation
(15,05%)
Transportation and werehaousing (12,64)
Halal food and beverages
Halal tourism
West Java
Processing industry (42,29)
Wholesale, retail, motor vehicle reparation
(15,10%)
Construction (8,26%)
Modest fashion
Halal food and beverages
Halal tourism
East Java
Processing industry (13,12)
Wholesale, retail, motor vehicle reparation
(18,18%)
Agriculture, forestry and fisheries (12,80%)
Halal food and beverages
Halal tourism
SMEs (UMKM)
Yogyakarta
Processing industry (13,12)
Provision of accomodation, food and
beverages (10,32)
Agriculture (10.01)
Halal food and beverages
Halal tourism
Halal media and recreation
Modest fashion
West Nusa
Tenggara
Agriculture, forestry and fisheries (22,9%)
Mining and excavation (19,45)
Wholesale, retail, motor vehicle reparation
(13,22%)
Halal tourism
Agriculture
SMEs (UMKM)
South Sulawesi
Agriculture, forestry and fisheries (22,9%)
Wholesale, retail, motor vehicle reparation
(13,9%)
Processing industry (13,7)
Halal food and beverages
Halal tourism
Halal cosmetics
South Kalimantan
Mining and excavation (20,75)
Agriculture, forestry and fisheries (14,59%)
Processing industry (14,39%)
Halal food and beverages
Halal tourism
Source: Indonesia Islamic Masterplan 2019-2024 [26]
Reflecting on all the potential that Indonesia has above,
it is not difficult for Indonesia to continue to open and
develop Halal Tourism destinations. Included in this
case is preparing all the needs needed by Muslim
tourists such as sharia hotels, sharia restaurants, sharia
transportation, sharia finance (banking) and many
more. Although it must be admitted that there are still
some obstacles to realize it all to the maximum in the
near future. Including not a case that is difficult for
Indonesia to participate in projecting the opening of
Halal Tourism targeting non-Muslim tourists where
they want the experience of getting Islamic-nuanced
tourism services.
4.2. Indonesia's Readiness on the Halal Tourism
Project
Khoiriati et al. (2018) in his study criticized that
recognition of Lombok (NTB, Indonesia) as the best
Halal Tourism in the world has not been comparable
with the development of institutions and infrastructure
that are in line with the concept of Halal Tourism based
on Islamic values [4]. Lombok NTB is an area that is
highly projected to become a model for Halal Tourism
destinations in Indonesia. Even in 2015 the NTB
Provincial Government has welcomed by issuing
special regulations relating to the development of Halal
Tourism. But in reality there are still many homeworks
that need to be completed in order to realize this
recognition. Furthermore, Khoiriati et al. (2018)
pinned on Lombok as a Halal Tourism destination on
the basis of branding, not values [4].
GMTI 2019 arranges the things needed by Muslim
tourists in the concept of Halal Tourism during their
travel as shown in Figure 1 below:
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Figure 1. Needs that must be met in Halal Tourism
Source: GMTI 2019 [3]
It is important for Indonesia as a Muslim-majority
country that projects large profits from the Halal
Tourism trend to highlight the implementation and
plans that have been made so far to develop Halal
Tourism in several regions. One of the most important
aspects of Halal Tourism is the creation of qualified
human resources in the matter of Halal Tourism. In the
2019 Halal Tourism Implementation Guide document,
HR issues will be addressed by conducting training or
similar [28]. However, long-term goals need to be
considered again such as opening a study program
related to the regulation of Halal Tourism in Indonesia.
Because inevitably the concept of Halal Tourism is
very broad in scope so it requires scholarship from
skilled personnel in the scope of formal education.
4.3. What Must Be Done Immediately?
Many countries are competing to prepare the best
Halal Tourism destinations in their country. Not only
OIC member countries but also Muslim minority
countries. The great potential of Muslim tourists in the
next few years must be immediately responded to by
the state's readiness in providing services in
accordance with the needs of Muslim tourists.
Furthermore, the projecting of Halal Tourism
destinations for non-Muslims also needs to be
considered because this provides distinct advantages
for the country in terms of economic and social
aspects.
Specifically, in the following Table 2, it is
explained what must be done by the Indonesian
government and other countries in prospecting large
revenues through the current trend of Halal Tourism:
Table 2. Aspects That Must Be Done Immediately
Aspects
Urgency
The practice of applying the concept of
Halal Tourism
Fulfillment of three basic needs of Muslims when traveling, namely
the need to have, good to have and nice to have. This also includes all
necessary physical and digital infrastructure.
HR supporting Halal Tourism
The implementation of professional certification for workers in the
field of Halal Tourism and in the long term goal of opening study
programs related to the concept of Halal Tourism in Higher Education.
Determination of Halal Tourism area
The projecting of the area has been carried out, but the most important
thing is to execute certain regions to become Halal Tourism
destinations in several fields such as nature, culture, history and
heritage. Another important thing is projecting certain areas as Halal
Tourism destinations that can be enjoyed by non-Muslims.
Halal Tourism Projection for non-
Muslim tourists
Regional projection and the provision of services that can be provided
to non-Muslim tourists in order to continue to enjoy the concept of
Halal Tourism.
Promotion seriously
Introduction to the world both Muslims and non-Muslims relates to
Indonesia as the best Halal Tourism destination.
Sources: formulated by reserachers
The state must move quickly and carefully in executing
Muslim tourist requests and provide understanding to
business people to participate in the successful
implementation of Halal Tourism. The more complete
the services provided to Muslim tourists, the more
satisfaction they will have so that it impacts on repeat
visits and recommends tourist destinations to others [9]
[18]. This raises the consequences so that tourism
services as a whole can be adjusted to Islamic religious
values [17]. Another important thing is to pay attention
to the composition of Muslim tourists who are mostly
millennial as digital native and highly educated so as
to bring up technology-based services [29].
5. CONCLUSIONS
The Halal Tourism trend will continue in the next
few years even throughout the ages along with the
increasing number of Muslim tourists from various
countries who increasingly have the awareness to
always be bound by Islamic law ', including when they
travel. This is a very promising economic and social
opportunity for a country where Muslim tourists are
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projected to spend ever increasing spending on
tourism. Indonesia as a Muslim majority country that
has natural resources, ethnicity, race, culture and
history has a great opportunity to maintain the title of
the best Halal Tourism destination in the world.
Although in reality there are many things that need to
be highlighted again such as the implementation of
Islamic values that are less holistic in the services
provided and the preparation of human resources that
are considered less long-term.
Halal Tourism is born from Islamic values and is
intended for Muslims can be aimed at non-Muslims
who want the golden experience in cultured according
to Islamic values, as long as it does not violate what he
believes. In the end, Indonesia, including other
countries, can be more observant in projecting and
developing Halal Tourism destinations in the country
so that they can provide holistic services according to
sharia law 'to Muslim tourists.
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