Halal Tourism Marketing Strategy to Increase the Number of Muslim Tourists in Indonesia

Abstract

This study aims to examine effective halal tourism marketing strategies for increasing the number of Muslim tourists in Indonesia. The approach used was a qualitative case study method, conducted through in-depth interviews, observations, and document analysis with various halal tourism industry players in several strategic areas. The results revealed that the success of halal tourism marketing strategies is supported by product development that meets the needs and preferences of Muslim tourists, integrated digital and offline promotions, and collaboration between stakeholders, including the government, business actors, and local communities. Furthermore, the use of halal certification and halal destination branding are key factors in attracting Muslim tourists. These findings illustrate that innovative marketing strategies oriented towards Sharia values can increase the competitiveness of halal tourism destinations in Indonesia and contribute to a significant increase in the number of Muslim tourists. This study recommends that destination managers and policymakers strengthen synergies in the development and marketing of sustainable halal tourism.