MEDAN | INDATANEWS.COM ~ There are regions rich in potential but poor in direction. Conversely, some areas have modest natural assets yet manage to progress rapidly due to strong vision and execution. North Sumatra stands between these two possibilities. The province possesses world-class tourism landscapes, a vibrant metropolitan city, strategic trade routes, captivating cultural diversity, and a vast Muslim travel market. However, these strengths have not yet been fully integrated into a new economic force. In this context, the development of halal tourism should not be seen merely as a tourism agenda, but as a regional economic transformation project.
Understanding Halal Tourism Beyond LabelsHalal tourism is often trapped in terminological debates. Some interpret it as religious symbolism, while others see it as a passing trend. Both perspectives are too shallow. In international practice, halal tourism is a service system ensuring Muslim travelers basic comfort: halal food, prayer facilities, good sanitation, family privacy, and professional service. Nothing more—but these are essential elements. The Global Muslim Travel Index recorded that Muslim travel spending reached approximately USD 189 billion in 2023 and is projected to continue rising with the growth of the global middle class (GMTI, 2023). This is a market that does not wait for hesitant regions.
Read Also: Challenges of Halal Tourism in North Sumatra North Sumatra's Strategic Tourism AssetsNorth Sumatra has rare assets. Lake Toba is a natural masterpiece that speaks for itself. Medan is one of the most dynamic cities outside Java, strong in trade, culinary arts, and services. Kualanamu International Airport provides direct access to Malaysia, Singapore, and other regional markets. Meanwhile, the large Muslim population in Sumatra and Java represents a significant domestic tourist base. If these elements are strategically integrated, North Sumatra can elevate itself from a leisure destination to a new tourism economic hub.
Orchestration and Experience Management ChallengesThe main issue is not the lack of assets, but weak orchestration. Many regions focus on promoting destinations but neglect experience management. Modern tourists do not only seek beautiful locations; they demand holistic comfort. A stunning lake loses appeal with dirty toilets. A luxurious hotel loses value if food halal status is unclear. A lively city becomes exhausting if transportation is disorganized. Today's tourism is the art of managing details.
Read Also: KPP-KDT Rejects Extension of BPODT Chief’s Term Amid Performance Criticism Medan as the Gateway for Halal TourismTherefore, halal tourism development in North Sumatra must begin with a shift in mindset—from slogans to service standards. Lake Toba does not need identity replacement, and Batak culture should not be reduced. Local traditions must remain central. Halal tourism simply adds comfort layers for Muslim travelers. Universitas Sumatera Utara highlights that the most effective model is an adaptive approach where local culture remains authentic while public services are made more responsive (USU, 2023).
Medan is highly suitable as the initial driving center. It has all the requirements of a western Indonesia
halal tourism gateway city: an international airport, quality hotels, excellent healthcare, shopping centers, and strong culinary reputation. A three-day-two-night package could include Medan's legendary culinary breakfast, historical tours of Maimun Palace and the Grand Mosque, local shopping, coffee experiences, and continuation to
Lake Toba. This is not imagination—it is a market-ready product. Harian Waspada (2024) notes Medan's strong potential to become a Muslim-friendly tourism hub through an inclusive and professional ecosystem.
Culinary as the Core Tourism Driver
Read Also: North Sumatra Eyes Global Halal Tourism Market with Strong Growth Potential Culinary must be positioned as a leading sector. While many regions sell scenery, few possess North Sumatra's culinary strength. From Malay Deli, Mandailing, Acehnese, Minangkabau cuisine, to modern dishes, Medan is a rich gastronomic stage. In
halal tourism, food is not a complement—it is often the primary reason for travel. Certification, hygiene, packaging, and branding must therefore be accelerated.
Structural Barriers and Required Reforms
Several barriers must be addressed. First, social resistance due to miscommunication. The term "halal" is often misunderstood as identity politics, when in fact it represents universal service—comfortable for Muslims and welcoming for all.
Second, slow bureaucracy. Many SMEs struggle with certification and licensing processes. Halal MUI (2024) highlights that literacy and simplified procedures are key to accelerating the halal ecosystem.
Read Also: Mangalahat Horbo Ritual Marks Mangase Taon 2026 in Samosir Third, poor destination governance—waste, illegal fees, lack of transparency, and damaged facilities. Tourists may forgive bad weather, but not bad management.
Fourth, weak digital promotion. Modern tourism relies on short videos, reviews, and online booking systems. Edueco (2023) emphasizes digital marketing as a key competitive factor in halal tourism.
Three Strategic Development PillarsThe development must focus on three pillars: service quality (cleanliness, safety, prayer facilities, halal food, transport), community economy (SMEs, local producers, drivers, and guides), and global branding (digital promotion, airline partnerships, influencers, and integrated packages).
Read Also: Bukit Lawang: Nature Paradise and Adventure in North Sumatra If implemented consistently, the impact will go beyond tourist numbers—regional income will rise, jobs will grow, investment will increase, and public pride will strengthen. Banda Aceh shows that
halal tourism can significantly boost regional revenue when supported by serious policy (Titania, 2023).
North Sumatra must decide whether it will remain a region of "potential" or become a region that converts potential into real strength. Halal tourism provides that pathway—not through rhetoric, but through smart work, excellent service, and forward-thinking execution. If captured properly, North Sumatra can become not just a favorite destination, but a new tourism hub of Indonesia. (IDNC)
By Dr. Farid Wajdi, S.H., M.HumAuthor is the Founder of Ethics of Care, a member of the Judicial Commission (2015–2020), and a lecturer at Universitas Muhammadiyah Sumatera Utara (UMSU).
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