The strategy leverages distinctive assets: historic mosques, high-value cultural landmarks, and an archipelago of islands that supports a rich portfolio of nature, culture, and family-friendly leisure. The Indonesian government emphasizes that consolidating halal tourism is not a niche play but a national commitment that strengthens the country’s international image and multiplies local economic impact, while boosting jobs and entrepreneurship in host communities through community-based tourism and authentic experiences. All of this aligns with global halal-certification standards, so visitors encounter consistent trust signals—from food and lodging to prayer spaces and schedules compatible with religious practice.
The global halal travel market, valued at more than US$300 billion, presents a sustained growth opportunity in which Indonesia intends to play a leading role. With a predominantly Muslim domestic population exceeding 240 million, the country aims to turn its scale, cultural know-how, and traditional hospitality into a competitive advantage that attracts millions of additional visitors in the coming years. Streamlined processes, expanded certifications, and improved traveler information are designed to reduce friction, raise satisfaction, and drive repeat visits—three key competitiveness indicators that tourism authorities expect to strengthen with this agenda.
The vision is comprehensive and rests on three pillars. First, quality: reinforcing the value chain—from trip planning to return—through verifiable standards, periodic audits, and staff training in halal hospitality. Second, connectivity: ensuring domestic mobility, airports, and ports meet the needs of Muslim travelers, including appropriate signage, prayer areas, and certified dining options. Third, experience: promoting products that integrate culture, nature, and spirituality, with routes linking landmark mosques, historic centers, and high-demand landscapes, as well as family-oriented and wellness offerings that extend average length of stay.
For the private sector, the plan opens tangible opportunities: investment in certified accommodation and dining; development of specialized providers of culturally rooted experiences with a halal approach; digitalization of travel content with filters and compliance guarantees; and public-private partnerships that accelerate promotion in key source markets. Coordination among ministries, local governments, and tourism businesses will be crucial to achieve destination consistency and scalability. In parallel, authorities foresee strengthening communication mechanisms with travelers—before, during, and after the trip—to anticipate needs, provide personalized recommendations, and gather feedback that allows agile adjustments to the offer.
This strategic move also reinforces Indonesia’s positioning as a benchmark for responsible and inclusive tourism. Prioritizing international standards, addressing the diversity of Muslim visitors—traveling as couples, families, or affinity groups—and supporting community-based tourism all contribute to a proposal aimed at leaving lasting benefits in the territory. The blend of hospitality, faith, and world-class tourism experiences is the narrative axis with which the country plans to compete in an expanding and increasingly demanding market, drawing on its cultural capital and results-oriented public policies.
With this strategy, Indonesia not only seeks a larger share of international Muslim tourism; it also aspires to set the standard for how a contemporary halal destination is designed and managed: with verifiable quality, consistency throughout the experience, and a real commitment to local development.
