Halal Tourism in Brunei: Potentials and Challenges

Abstract

Ḥalāl tourism is a subcategory of tourism oriented toward Muslim travellers who follow Sharī‘ah principles. It includes any tourism product or service that is permissible according to Islamic teachings to be used or engaged in by Muslims in the tourism industry. The growing number of Muslim populations around the world, as well as good travel trends, have had a beneficial impact on the demand for and supply of Ḥalāl tourism products and services. However, there have been challenges that many consumers are concerned about: false advertising and fraudulent vacation packages of Ḥalāl tourism products and services. Hence, this study has been conducted with the aim of analysing the implementation of the Sharī‘ah-compliant concept in Ḥalāl tourism products and services in Brunei Darussalam as well as identifying the potential and challenges of developing Ḥalāl tourism in Brunei Darussalam. The design of the study adopts a quantitative approach where the data has been collected from a survey questionnaire to analyse Brunei Darussalam citizens’ perception towards the implementation of Sharī‘ah-compliant concept in Ḥalāl tourism products and services along with identifying Brunei Darussalam’s potentials and challenges to be a model of Ḥalāl tourism country. Analysis of the respondents demonstrated that Ḥalāl tourism products and services in Brunei are implementing Sharī‘ah principles. As regards Brunei Darussalam, it has the potential for Ḥalāl tourism given that it is a Muslim majority country that implements Sharī‘ah law that governs all Muslim interactions and activities, as well as provides Ḥalāl tourism products and service on a nice to have level. Nevertheless, there are still challenges in developing Ḥalāl tourism in Brunei related to catering to both Muslim and non-Muslim tourists as well as the absence of regulations on Ḥalāl tourism standards and certification, which require the government’s support and affiliated organization’s commitment and strategies to raise awareness of Ḥalāl tourism and create a promotion to attract Muslim and non-Muslim tourists in order for Brunei to become a model of Ḥalāl tourism country.