Halal tourism has grown significantly over the past few decades in terms of the number of tourists and tourism receipts. This has prompted many countries, whether Muslim or not, to introduce tourism products related to the halal concept. Unsurprisingly, halal tourism is predominant in Muslim-majority countries. Malaysia and Brunei Darussalam ranked in the top nine destinations in 2024 based on the four key areas of the Global Muslim Travel Index (GMTI)—ease of access to the destination; communication, internal and external, by the destination; environment at the destination; and services provided by the destination. Using document analysis, this study aims to explore halal tourism in Malaysia and Brunei based on these four GMTI criteria. The findings suggest that Muslim-friendly facilities coupled with a conducive environment and government-backed policies and initiatives in facilitating access and promotion have strengthened Malaysia’s position as the leader in the halal tourism industry. As a country underpinned by the notion of Melayu Islam Beraja (Malay Islamic monarchy), Brunei is in a unique position to promote syariah-compliant Islamic heritage tourism products that are attractive to observant Muslim families and others. However, more effort is needed to increase its promotion and accessibility, which in turn requires better coordination and cooperation of key players in the tourism industry. The findings offer practical advice for tour operators or destination marketers in developing their tourism services or sectors to attract Muslim tourists.