Recent Trends and Developments in Halal Tourism in Non-Muslim Tourists and Countries: A Systematic Literature Review

This study aims to systematically map and analyze recent trends and developments in halal tourism research in non-Muslim countries and among non-Muslim tourists, addressing a significant gap in the literature. Employing the PRISMA methodology, we identified 47 Scopus-indexed articles published between 2016 and 2024, with 26 articles specifically focused on halal tourism in non-Muslim countries and tourists selected for in-depth analysis. The novelty of this research lies in its comprehensive synthesis of publication trends, thematic classifications, and the key factors influencing the growth of halal tourism in non-Muslim contexts, considering both Muslim and non-Muslim tourists. The findings reveal an increasing scholarly interest in this area, with research clustered around five main themes: halal tourism attributes and facilities, perceptions and behaviors of non-Muslim tourists, development of halal tourism products and services, challenges and opportunities, and policy and regulatory frameworks. The study highlights the importance of providing halal-certified amenities, culturally sensitive services, and supportive policies to enhance Muslim tourist experiences in non-Muslim countries and to address the perceptions of non-Muslim tourists. Practical recommendations are offered for tourism businesses and policymakers to meet Muslim travelers’ expectations and leverage this growing market’s potential. This review contributes new empirical insights and a structured overview to guide future research and inform the sustainable development of halal tourism in diverse non-Muslim destinations.