Comparison Of Halal Tourism Promotion Method Standards Between the Indonesian Government and The Kingdom of Malaysia

¹ Halal Tourism, Universitas Islam Negeri Mataram, Indonesia
² Business Administration, University Geomatika Malaysia, Malaysia
³ Hospitality, Universitas Bina Sarana Informatika, Indonesia

^* e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Halal tourism promotion is an important strategy for countries with a significant Muslim population, such as Indonesia and Malaysia. Indonesia explores five new superpriority destinations, such as the Mandalika SEZ and Labuan Bajo, while Malaysia is more of a comprehensive destination with the three largest ethnicities in Malaysia: Malay, Chinese, and Indian. This study outlines halal tourism promotion methods in Indonesia and Malaysia. Indonesia applies a decentralized approach that gives autonomy to each region to develop its halal tourism potential accordingly. This approach prioritizes the use of digital and social media and focuses on cultural diversity and local experiences. Malaysia, meanwhile, uses a centralized approach managed by the Ministry of Tourism and JAKIM, with strong branding as a key global Halal tourism destination. Malaysia also targets the international market through specific marketing campaigns and has a comprehensive halal infrastructure. In Malaysia, the two approaches reflect the policies and infrastructure of the Ministry of Tourism and JAKIM. Both approaches reflect unique policies, infrastructure, and marketing strategies tailored to their respective national contexts. The success of both countries in promoting halal tourism demonstrates the importance of a coordinated and sustainable strategy, as well as an in-depth understanding of the needs of Muslim travelers.