Halal Tourism: Potency and Prospect towards Improving

Local Economy (Case Study: NTB)

Alwafi Ridho Subarkah

Magister Student in International Relations, Faculty of Social and Political Science, Universitas Padjadjaran

Keywords: Halal tourism, public diplomacy, West Nusa Tenggara, local economy

Abstract: This study discusses about the halal tourism and its potential that can have an influence on the local

economy, especially for the province of West Nusa Tenggara as a halal tourist destination. This research

uses qualitative research with approach of concept of public diplomacy and concept of halal tourism. The

results of this study indicate that the trend of halal tourism in the world is experiencing rapid development

with the target character of high millennial Muslim tourists. It is expected to be able to be utilized by West

Nusa Tenggara in developing halal tourism that is relevant to the socio-cultural values of the community

with the majority of Muslims in West Nusa Tenggara as an additional tourist segment that can increase

tourist visits and investments to West Nusa Tenggara as a driver of the local economy.

1 INTRODUCTION

Tourism is a sector to cultivate a world economy

that is very promising, fastest growth and become

the largest economic sector this makes it the leading

sector due to several things, namely: the number of

destinations and increased tourism investment makes

it a key factor in creating jobs, infrastructure,

business development, income from exports. The

tourism sector is also a resilient sector to the global

crisis seen from the development of world travel

which has experienced a positive development since

1950 the number of tourist travel 25 million people,

1980 reached 278 million people, 1995 reached 528

million people, and 1.1 billion people on in 2014.

(Ratman, 2016, p.4).

To welcome the tourism potential, Indonesia is a

country that makes tourism as the main sector in

national development besides agriculture /

plantation, oil and gas, and mining, such as making

tourism development planning in 2015-2019. By

2014 the number of foreign tourist arrivals reaches 9

million people, and is expected in 2019 to reach 20

million people, while domestic tourists travel in

2014 reach 250 million people, is expected in 2019

to reach 275 million people, with the hope of

affecting the growth of Gross Domestic Product

(GDP) nationally in 2014 reached 4.2%, is expected

in 2019 to reach 8 %. In addition it is expected in

2019 to contribute to foreign exchange reached Rp.

240 trillion and in 2014 only reached Rp. 120

trillion. So it is expected that inclusive growth can

improve local businesses in tourism and certified

labor. (Deputy for Economy, 2014, p 2).

In actualizing the target of development, it

carried out various efforts of tourism development,

this sector has been developing in segmentation,

currently a fairly rapid development and a trend in

the international world is the development of halal

tourism. A tourism segment that provides services to

Muslim tourists who want to travel in accordance

with Islamic principles, so that Muslim tourists

become more comfortable and safe in enjoying

travel trips, and still can perform his duties as a

Muslim.

As in the Intermestic journal, a research by

Alwafi Ridho Subarkah with the title of Tourism

Halal Diplomacy of West Nusa Tenggara, the study

explains that halal tourism becomes an instrument in

conducting public diplomacy that can increase

tourist visits to West Nusa Tenggara. (Subarkah,

2018, pp. 188-203). Aan Jaelani's research, titled

Halal Tourism Industry in

Indonesia: Potential and Prospect with the results

of research that Indonesia with Muslim majority

easily develops halal tourism and can be a mecca of

the world in halal tourism (Jaelani, 2017, pp. 23-34).

There is also research from Intan Komalasari

entitled Indonesia Efforts to Increase

226

Subarkah, A.

Halal Tourism: Potency and Prospect towards Improving Local Economy (Case Study: NTB).

DOI: 10.5220/0010275400002309

In Proceedings of Airlangga Conference on International Relations (ACIR 2018) - Politics, Economy, and Security in Changing Indo-Paciﬁc Region, pages 226-229

ISBN: 978-989-758-493-0

Competitiveness of Muslim Friendly Tourism

(MFT) Among OIC Countries (Upaya Indonesia

Meningkatkan Daya Saing Muslim Friendly

Tourism (MFT) Diantara Negara-Negara OKI) with

the result of research that Indonesia showed

commitment in developing tourist friendly to

Muslim tourists by allocating budget specifically for

the development of halal tourism, doing some

standardization is based on the agreement of

member countries of the Organization of Islamic

2 METHODS

This research study is using the type of qualitative

research, to explain the potential of the world's halal

tourism market and the potential of halal tourism

owned by West Nusa Tenggara. Data collection is

obtained through literature study, i.e. observation of

literature from various sources such as reports,

books, journals, interviews, and others that are

reliable and appropriate to support this research. The

perspective used to explain the phenomenon under

investigation is the public diplomacy and the

concept of halal tourism.

Public diplomacy is the way in which a country

can present itself on the international stage in order

to provide the country with information or

knowledge related to the public through various

media. However, the actor of public diplomacy is

not only state or is statecentric, the local government

or sub-state can carry out public diplomacy.

(Indraswari & Hermawan, 2015, pp. 4-5). There are

several things that can be achieved by public

diplomacy: people know more about a country, the

perception of the country through building a positive

image can change public opinion towards the

country, and the domestic community can be

directly involved in building the image of a country

so that the international community is interested to

visit a country. (Leonard, et al., 2002, pp. 9-10).

Cooperation, as well as making conferences to

introduce the concept of halal tourism. (Komalasari,

2017, pp. 1-12).

Based on previous research from West Nusa

Tenggara, which successfully conducted the

diplomacy of halal tourism, then see the potential

that Indonesia has in developing halal tourism and

efforts by Indonesia to allocate budget and

standardize the development of halal tourism, this

research aims to see the potential of halal world

tourism which is compatible with the potential of

West Nusa Tenggara in building a halal tourism that

is in line with the values and culture within the West

Nusa Tenggara community.

In the context of this research, public diplomacy

is conducted by the local government of West Nusa

Tenggara to present itself as a halal tourism

destination that is expected to attract tourists,

especially Muslim tourists to attract investment so

that the local economy moves towards a positive

direction.

The concept of halal tourism is emphasizing on

tourism activities that run in accordance with Islamic

principles with the aim of providing facilities and

services friendly to Muslim tourists. Specifically

there are some things to consider in halal tourism:

local governments can provide the services of

worship such as shalat facilities; then the availability

of food and guarantee with halal label, adequate

public facilities such as toilets with clean water,

services and facilities during Ramadan, and the

absence of alcoholic beverages and private services

that can distinguish between women and men.

(Subarkah, 2018, p.194).

The core of this halal tourism is to provide

tourist services to Muslim tourists at least meet the

three basic needs, namely: the existence of adequate

facilities and services of worship, a place to stay

friendly to Muslim tourists (sharia hotels), food and

drinks with halal assurance through certification of a

particular body which has the authority to do that, as

well as tourist destinations such as nature tourism,

culture, and more.

3 RESULT

3.1 World Halal Tour: Potentials and

Prospects

Halal tourism becomes a new trend in the world

tourism segment, its development continues to

increase. Visible since 2014 there are 108 million

Muslim tourists who travel, increased in 2015 which

reached 117 million Muslim tourists, then in 2016

reached 121 million Muslim tourists, and also

increased in 2017 to 131 million Muslim tourists.

The value of Muslim travelers travel globally is

projected to increase from 2014 to reach USD 145

billion, and in 2026 will reach USD 300 billion.

(Global Muslim Travel Index, 2015, 2016, 2017,

2018). There are several things that make this

segment experience significant growth, for instance:

the fastest growing of Muslim population, the

middle class income growth of a sizable Muslim

population, the Muslim population with an average

age of 24 years by 2015 is also an opportunity

Halal Tourism: Potency and Prospect towards Improving Local Economy (Case Study: NTB)

227

because of this young age who often travels,

increasing access to information with various media

that make it quickly known by the public, facilities

and services are friendly to Muslim tourists is also

getting better, Ramadan Travel is the service in the

month of Ramadan to make Muslim tourists

interested in visiting, and an increasingly diverse

travel business quickly seizes the opportunities to

serve Muslim tourists. (Global Muslim Travel Index,

2018).

The main target of fast growing halal tourism

market is the Millennial Muslim Tourists who drive

the growth of the halal tourism market. In

population, the average age of Muslims in 2010 was

at the age of 23 years. This Millennial Muslim

tourist who is also called Y generation in the 20 to

38 years old has the potential as the fastest growing

consumer segment, representing 20% of

international tourists. By 2020, Millennial

Generation is expected to make 320 million

international travels annually, representing an

incredible 47% increase of 217 million in 2013.

(Mastercard & HalalTrip, 2017, p 4).

Generally, millennial tourists are unique groups

with special needs, characters, motives and

expectations. Unlike previous generations, the

Millennium is a native of digital origin and often

shares their experiences and opinions openly on the

internet, especially on social media sites. Having

greater access to education and information, this

market segment often puts more time and effort into

conducting comprehensive research before creating

a travel itinerary. There are 3As that influence their

decisions in traveling - Authentic: Destination

discovery, Local cuisine, Flexible itinerary;

Affordable: Accommodation, Transport,

Experiences; Accessible: Technology, Information,

Sharing. 3A summarizes the main travel patterns

throughout the Muslim millennial traveler's journey

from travel planning to sharing experiences with

others. Because the internet and the social

environment play a key role in everyday life,

tourism destinations and service providers must

develop offerings that are aligned with 3As to

complement their facilities to this halal tourism

segment. (Mastercard & HalalTrip, 2017, pp. 5-6)

3.2 Halal Tours and West Nusa

Tenggara: Is it compatible?

Noticing at the concept of halal tourism and the

potential of halal tourism, it is very compatible

if it harmonized with the

characteristics of values and culture in the Muslim-

majority West Nusa Tenggara. In line with the

vision of West Nusa Tenggara, "Faithful, Cultured,

and Competitive", in the vision to show that the

people of West Nusa Tenggara have a high religious

sense and mutual respect among religious people,

has a cultural value that is in tune and has a high

competitiveness. Then, NTB itself has a regional

regulation that regulates the halal tourism, namely

the Local Regulation no. 2 About Halal Tourism

which guides and accommodate under legal law in

running a halal tourism business.

Three things that make West Nusa Tenggara

(NTB) compatible with halal tourism development

and can be an opportunity to reach the world's halal

tourism potential are: first, seen from religious

facilities, NTB with the island of Lombok which

known as "Pulau Seribu Masjid", the number of

mosques in NTB reach 4,500 mosques scattered in

598 villages, as well as

Musholla are provided in public places such as

Mall and tourism places which makes it easy to

perform worship. Secondly, housing and food and

beverage with halal guarantee, NTB through

cooperation of Food, Drugs and Cosmetics

Assessment Institute - Majelis Ulama Indonesia

(LPPOM-MUI) certified halal 644 halal certification

to Hotel Restaurant, Non-Hotel Restaurant, House

Eating and Micro Small and Medium Enterprises

(MSMEs). As for the residence, there are several

hotels that run the principles of halal tourism,

including Hotel Sheraton, Villa Senggigi, Grand

Legi Hotel, Holiday Resort, Hotel Santosa, Hotel

Santika, Grand Madani Hotel, Lombok Plaza Hotel,

Hotel Savargra, Lombok Raya Hotel. Third is a

tourist destination, NTB has halal tour packages that

visit several destinations such as Islamic Center

NTB, Sade Village, Karang Bayan Mosque, Gili

Sudak, Gili Nanggu, Gili Kedis, Jurang Malang,

Sesaot, Yarn Netting. However, not limited to

4 DISCUSSION

4.1 Public Diplomacy of Halal Tour of

West Nusa Tenggara

In public diplomacy by portraying itself as a halal

tourism destination conducted by West Nusa

Tenggara with tourists from Middle East and

Muslim millennial as main target were through of

various efforts, which are: to build a brand with the

tagline "Friendly Lombok" which is intended to

display the face of Lombok as a destination the main

halal tour that is friendly to all tourists, especially

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Muslim tourists. (Subarkah, 2018, pp. 195-196)

And also for the promotion of halal tourism is

done together by social media activist community

incorporated in Generation Pesona Indonesia

(GENPI). Familiarization Trip (fam these

destinations, various other interesting sights there

are facilities to facilitate the travel of Muslim

tourists. (Subarkah, 2018).

Through the development of halal tourism is

expecting the economy to be better in NTB and have

a real impact, the optimism arises because the

concept and characteristics of halal tourism is in line

with the values and culture in society, so there is no

need for anxiety to the community in facing the

development Halal tourism which developed in

NTB, with the existence of public diplomacy will

help NTB present itself internationally to attract

tourists and investment so that the local economy

can grow and move well. One way is to conduct a

variety of tourism exhibition activities in various

countries and conduct promotions via the internet

targeting millennial Muslim tourists as the main

target of halal tourism market.

trip) with journalists and ambassadors from

various Middle East countries, such as Saudi Arabia,

Egypt, Qatar, Oman, Libya, Iraq, Bahrain, Yemen,

Morocco, Tunisia. International events related to

halal tours are also conducted to attract the visit of

Muslim tourists held domestically and abroad, such

as: in Malaysia ECONDE event, in Abu Dhabi

World Halal Travel Summit in 2015 and 2016,

Internationale Tourism Bourse (ITB) in Berlin.

While in the country made the event World Islamic

Travel Mart 2015, and International Halal Travel

Fair 2016. (Subarkah, 2018, pp. 196-198)

5 CONCLUSION

The potential and prospects of halal tourism in

improving the local economy, especially for NTB,

which develops halal tourism sector because it is in

accordance with the values and culture that exist in

the community of NTB, and also it is visibly well

said from the vision, local regulations as guidelines

and legal law, as well as facilities and services of

halal tourism in NTB is highly compatible with the

concept of halal tourism. Halal tourism is also a

form of public diplomacy that can be utilized by

local governments to attract tourist and investment

as a driver of the local economy with a growing

potential of halal tourism market every year and

target the rapidly growing Millennial Muslim tourist

market, such as branding, promoting through various

media, and also to join and contribute on domestic

and international events to support the promotion of

halal tourism.

Further research is expected to explain the halal

tourism in West Nusa Tenggara can directly impact

on the local economy by conducting surveys to

tourism businesses, specifically tourism businesses

that exist near tourist destinations

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