Strategy for Halal Management Development in Religious Tourism: A Study on The Omar ‘Ali Saifuddien Mosque Destination in Brunei Darussalam

Abstract

This research explores halal management development strategies in religious tourism at Omar ‘Ali Saifuddien Mosque, Brunei Darussalam. The main problems identified in this research include limited digital promotion, insufficient multilingual information, and a lack of innovation in halal tourism services, all of which can enhance the destination’s global attractiveness. This research aims to analyze the implementation of halal management in this religious destination and identify halal tourism management strategies. The research method employed is a qualitative approach, utilizing data collection techniques that include observation, in-depth interviews with stakeholders, and literature reviews on halal tourism management. The results showed that the Omar ‘Ali Saifuddien Mosque has implemented the Brunei Halal Standard, which is strictly supervised by the Islamic Religious Council of Brunei (MUIB). Some of the main challenges include the limited number of tour guides with a deep understanding of the halal concept and the lack of digital platforms that facilitate information and service bookings for global travellers. Based on theories of halal management, destination competitiveness, and digitization, this research proposes an integrated framework to enhance Sharia services, multilingual guide training, digital innovation, and global promotion. The strategy for developing halal management in religious tourism requires integrating technological innovation, improving the quality of Sharia-compliant services, and strengthening digital promotion to increase destinations’ global competitiveness.