MEDAN | INDATANEWS.COM – Halal tourism is often simply understood as travel tailored to Muslim needs. However, this reduction obscures a complex structure. In global practice, halal tourism has evolved into an economic service system that integrates industry standards, state regulation, and international competition for trust.
Misinterpretations of the ConceptThis conceptual misunderstanding has long been criticized in international studies. Deutsche Welle (2019) highlights the tendency to equate halal tourism with religious exclusivity. In essence, it refers to need-based services: halal-compliant food, prayer facilities, and tourism environments aligned with Muslim values without altering the identity of the destination.
Read Also: Development of Halal Tourism in North Sumatra In the global economic framework, halal tourism is no longer a niche segment. The Mastercard-CrescentRating GMTI (2024) reports significant growth in Muslim travelers, for whom halal considerations are a key decision factor. The DinarStandard Research Team (2023) notes that the Islamic economy—including tourism—is moving toward a trillion-dollar market driven by a mobile and selective Muslim middle class.
Standardization and Global Challenges
However, expansion brings friction. The main challenge is standardization. Halal certifications are not merely administrative labels but mechanisms of legitimacy. Inconsistent standards can undermine trust. A study by Jurnal Nusantara UM Tapanuli Selatan (2024) shows inconsistencies in implementation within the gastronomy and tourism sectors, leading to uncertainty among international travelers.
In this context, halal tourism becomes a trust economy. What matters is not only the product or destination but also the assurance of a system that guarantees value compliance. Johan Fischer (2011) describes halal consumption as part of a broader ethical system in which trust in production and distribution is central.
Read Also: Challenges of Halal Tourism in North Sumatra Global Competition Models and Indonesia's PositionGlobal competition in halal tourism is shifting from destinations to systems. Singapore and Thailand represent two different yet successful models.
Singapore relies on institutional regulation. Halal certification by the Majlis Ugama Islam Singapura forms the basis of trust. Infrastructure such as Changi Airport integrates prayer rooms, halal food services, and digital information systems. Mastercard-CrescentRating GMTI (2026) ranks Singapore as one of the leading non-OIC destinations for Muslim-friendly services.
Thailand adopts an experience-based approach with more than 3,500 halal restaurants in tourist hubs such as Bangkok, Phuket, and Chiang Mai. Its strategy uses halal cuisine as an instrument of tourism diplomacy (Merdeka.com, 2025). While trust is built through experience, standardization remains inconsistent.
Read Also: KPP-KDT Rejects Extension of BPODT Chief’s Term Amid Performance Criticism Similar developments are seen in South Korea with Muslim-friendly infrastructure and in Europe through cultural tourism strategies, particularly regarding Islamic heritage in Al-Andalus, Spain. Halal tourism increasingly functions as a tool of soft power in nation branding (Kotler, 2016).
Indonesia has significant potential but is not yet fully systemically integrated. Fragmented policy between central and regional governments hinders unified standardization (Hendro Wibowo, 2022). Regions such as Lombok and Aceh show progress, but without full national consolidation.
At its core, halal tourism remains an ethical economic system that combines transparency, security, and trust (Fischer, 2011). It also generates broad economic effects for SMEs, gastronomy, transport, and hospitality, acting as a local growth driver.
Ultimately, one variable determines competitiveness: trust. Without consistent standards and transparent systems, halal tourism loses its global position. Competition thus shifts to the ability of states to build stable and credible trust ecosystems.
Read Also: North Sumatra Eyes Global Halal Tourism Market with Strong Growth Potential Halal tourism is therefore evolving from a service segment into a global system architecture of trust. (IDNC)
By Dr. Farid Wajdi, S.H., M.Hum
The author 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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