Developing Halal Tourism in Vietnam: Opportunities, Challenges, and Stakeholder Perspectives

Halal tourism is experiencing significant growth; however, the mechanisms for implementation in non-OIC destinations remain ambiguous. This qualitative study proposes a stakeholder-informed framework for the advancement of Halal tourism in Vietnam, focusing on market opportunities, Shari’ah-compliant standards, operational challenges, and strategic policy and business considerations. We conducted semi-structured interviews with 34 purposively selected participants, which included government officials, research experts, representatives from domestic and international tourism enterprises, and Muslim tourists. The primary obstacles identified encompass a lack of certified amenities outside major urban centers, intricate and costly certification processes, limited awareness among stakeholders, and inconveniences for tourists regarding access to prayer facilities and food options. Consensus among stakeholders highlighted essential standards, including the visibility of Halal certification, safe food handling practices, provision of prayer spaces with Qibla indicators, privacy-respecting facilities, and culturally sensitive service training, all of which significantly impact tourist satisfaction and loyalty. The interplay of policy levers and business practices fosters a cohesive development pathway. This study contributes to the theoretical framework of Halal tourism within a Muslim-minority context and provides actionable guidance, while also recognizing the limitations inherent in its qualitative approach and the necessity for quantitative and longitudinal evaluations.