Challenges and opportunities of halal tourism: a conceptual framework of halal tourism

Norazah Mohd Suki and Idrees Waris

Chapter 3 in A Research Agenda for Halal Tourism, 2026, pp 35-47 from Edward Elgar Publishing

Abstract: Halal tourism fulfills Muslim travelers' needs by providing services in accordance with Islamic principles. This sector is significantly growing in Muslim-majority countries and attracting tourism managers, practitioners, and marketers globally. However, it is facing many challenges due to a lack of standardized certification, inadequate marketing strategies, and a lack of awareness regarding halal tourism. This chapter presents a conceptual framework that highlights the challenges and opportunities of halal tourism. It evaluates articles published in Web of Science and Scopus journals that primarily discussed the keywords “halal tourism”. Based on past study findings, this chapter identifies the main challenges faced by tourism sector managers and marketers in attracting customers toward halal tourism; particularly, it focuses on how diversification in the views and interpretation of the halal concept has created misconceptions among travelers and less adoption of halal tourism. Furthermore, the chapter presents opportunities to help leaders and marketers in the tourism industry implement strategies that attract customers toward halal tourism.

Keywords: Halal Tourism; Challenges And Opportunities; Sharia Principles (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035349425
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