Localizing Indonesian Halal tourism policy within local customs, Qanun, and marketing

The growth of Halal tourism (tourism compliant with Islamic teachings) has added a layer of complexity to the debate on the relationship between tourism and Islam. Indonesia has encouraged Halal tourism development in various tourist destinations. While most Indonesians are Muslim, its varied ethnic makeup also mean a diversity of community values which greatly influence local norms and customs in daily life. Given these influences, this qualitative study investigates the formulation of Halal tourism policy within the context of Indonesia’s diverse Muslim and ethnic communities. In-depth interviews and Focus Group Discussion were conducted in three different parts of Indonesia to gather data on Halal tourism that is Padang, Aceh and Lombok. The results show that the communities in each of these destinations have different norms and values. This research finds that formulating and implementing Halal tourism policy requires different approaches to accommodate diverse communities with their different norms and customs.