MEDAN | INDATANEWS.COM ~ Every time the term halal tourism enters public discourse, debates often arise faster than explanations. Some welcome it as an economic opportunity, while others reject it as a threat to identity. Amid these differences of opinion, one essential point is often overlooked: halal tourism is not fundamentally a symbolic project, but a service model.
The principle is simple—Muslim travelers should be able to travel with ease by accessing halal-certified food, prayer facilities, proper sanitation, family-friendly spaces, and professional services. In global practice, this concept has long been part of the modern travel industry, not an ideological battleground. The Global Muslim Travel Index ranks
Muslim travelers as one of the fastest-growing market segments worldwide, with expenditures reaching around USD 189 billion in 2023.
From an economic perspective, North Sumatra has nearly all the prerequisites to play a significant role. The province offers Lake Toba as an international attraction, Medan as the largest urban center outside Java, Kualanamu Airport as an international hub, rich cultural diversity, and a large domestic Muslim market. Yet great potential does not automatically lead to great results. This is where North Sumatra's irony lies: rich in opportunities, but often weak in execution.
Read Also: HBM in Deli Serdang Strengthens Muhammadiyah Consolidation Ahead of 2026 Congress Misreading Halal Tourism Amid Cultural SensitivitiesThe first problem lies in the misinterpretation of the term. "Halal" is too often reduced to a religious symbol, whereas in the global market it is understood as a guarantee of quality and service. When public narratives are poorly structured, halal tourism can easily be perceived as an attempt to homogenize local cultures. In a pluralistic province like
North Sumatra, such concerns spread quickly. The society consists of Batak, Malay, Javanese, Minangkabau, Chinese, Acehnese, Tamil, and many other communities that are sensitive to identity issues. Poor communication of policies can lead to resistance even before programs are implemented.
Lake Toba provides the clearest example. This area is not only a tourist destination but also a cultural space with historical significance. If the concept of halal tourism is introduced without proper explanation, some may perceive it as a threat to local identity. In reality, there is no need to homogenize Lake Toba. The lake remains the same, Batak culture remains vibrant, and local traditions continue to be the main attraction. What is needed are complementary facilities: accessible halal restaurants, proper prayer spaces, family-friendly accommodations, and clear information.
Read Also: Labuhanbatu Selatan Declared Drug Risk Zone as DPRD Pushes Prevention Bylaw Infrastructure Gaps and Service Quality ChallengesThe second problem is more concrete: basic infrastructure. Many regions are too focused on debating terminology while neglecting the essential factors that shape the tourist experience. Dirty toilets, poor waste management, chaotic parking, damaged roads, inadequate lighting, disorganized public transport, and insufficient prayer facilities are still common in many places. Modern travelers evaluate destinations not by billboards, but by their overall experience. Even the most beautiful landscape can be diminished by poor sanitation.
The third issue is a weak and unstandardized halal culinary ecosystem. North Sumatra is actually a culinary giant, and Medan is often regarded as one of Indonesia's top food cities. However, this potential has not been fully transformed into a competitive advantage in halal tourism. Many small and medium enterprises lack certification, packaging remains unattractive, hygiene standards are inconsistent, and digital marketing is limited.
Read Also: Discoverme, FJPI Sumut to Build Mental Health Safe Spaces for Women Journalists The fourth issue concerns human resources. Tourism is driven not only by places, but by people.
Halal tourism requires competent hotel staff, communicative tour guides, reliable drivers, honest vendors, and responsive destination managers. Many regions fail to capitalize on their natural beauty due to poor service quality.
Untapped Potential Amid Weak Execution and Promotion
The fifth issue is outdated promotion. Too many great destinations in North Sumatra remain digitally invisible. Information on halal restaurants is not systematically organized, transport schedules are difficult to access, family travel packages are unclear, and visual content is lacking. Today, travel decisions are heavily influenced by search engines, short videos, user reviews, and algorithmic recommendations.
Read Also: KPP-KDT Rejects Extension of BPODT Chief’s Term Amid Performance Criticism Why is halal tourism often rejected? Because the public is frequently presented with slogans rather than tangible benefits. When infrastructure remains inadequate and economic support is lacking, the concept is perceived as mere political cosmetics.
Therefore, North Sumatra's strategy must shift from rhetoric to concrete action. Medan can serve as the main gateway for urban halal tourism—offering culinary experiences, shopping, the history of the Deli Sultanate, medical tourism, and international transit. From there, travelers can continue to destinations such as Lake Toba, Berastagi, Bukit Lawang, and beyond.
The regional government should focus on five key priorities: improving basic infrastructure, accelerating halal certification for SMEs, training tourism personnel, developing integrated digital platforms, and involving local communities from the outset. Without these measures, halal tourism will remain nothing more than a label.
North Sumatra faces a simple question: will it continue to highlight potential, or transform it into tangible results? The natural resources are available, the market exists, and the strategic position is clear. What is often missing is consistency in execution. If these challenges are addressed wisely, North Sumatra can not only follow the halal tourism trend but emerge as a new growth center for tourism in western Indonesia. (IDNC)
Read Also: North Sumatra Eyes Global Halal Tourism Market with Strong Growth Potential By Dr. Farid Wajdi, S.H., M.HumThe author is the Founder of Ethics of Care, a Member of the Judicial Commission from 2015 to 2020, and a Lecturer at Universitas Muhammadiyah Sumatera Utara (UMSU).
Read Also: Medan Accelerates Halal Ecosystem Development, Focuses on SMEs