Over the past decade, Halal tourism has evolved from a peripheral academic curiosity into an internationally recognized field of study. Today, the discipline boasts dedicated journals, codified analytical frameworks, and an expanding repository of peer-reviewed literature. However, growth in volume does not automatically translate into industry relevance or conceptual rigor.
At the Halal in Travel Global Summit (HITGS) 2026, an academic panel titled “The Uncharted Territory: Research Gaps and the Future of Halal Tourism Scholarship” interrogated the state of current literature. The session brought together two prominent scholars bridging academia, editorial management, and public policy:
- Prof. Mohamed Battour (Associate Professor at A’Sharqiyah University)
- Dr. Anang Sutono (Associate Professor at the National Hotel Institute of Bandung Tourism Polytechnic and former Senior Advisor to the Indonesian Ministry of Tourism)
Together, the panelists provided an honest assessment of academic publishing, identified over-researched topics, and mapped out a future research agenda that connects scholarly inquiry with real-world industry solutions.
Grading the Field: From Niche Curiosity to Mainstream Acceptance
The panel opened with a historical reflection on how Halal tourism scholarship has matured.
9–10/10
Academic Evolution Score vs. the Field’s Inception
2009
Prof. Battour’s First Scopus-Indexed Paper
The Academic Evolution
Prof. Battour, who published one of the earliest Scopus-indexed papers on Halal tourism in 2009, graded the field’s structural progress at a 9 or 10 out of 10 compared to its inception. From his experience, journal editors often rejected his papers on Islamic travel in the early 2000s.
“When I published my first paper in 2009, it was very difficult to find a journal willing to accept it. Editors were not convinced that Halal tourism was a serious or independent research field.”
Editors treated the topic as niche and descriptive — limited only to Muslim travelers.
However, the academic scene has grown over time. Today, research on Halal tourism has moved from the margins into top-tier mainstream journals, including Tourism Management, Annals of Tourism Research, and Tourism Review.
The Dual Perspective: Strong Academia, Fragmented Industry Impact
Dr. Anang Sutono agreed that academic interest has never been stronger, but highlighted a gap between scholarly production and commercial adoption. While universities and government ministries in Southeast Asia (such as Indonesia, Malaysia, Thailand, and Singapore) actively promote Muslim-friendly tourism, private industry operators often struggle to see the direct Return on Investment (ROI) from formal accreditation or academic models.
“However, there is a gap on the private business side. For example, when a hotel management team attempts to obtain Muslim-friendly certification, if it doesn’t immediately improve their Return on Investment (ROI), room occupancy, or break-even point, they say, nothing is different.”
Dr. Anang Sutono mentioned this is why there is a need for more research connecting academic ideas to business entities. The growing interest in research needs to be accompanied by more collaborative partners for the research ideas to be impactful for the industry.
What Has Been Over-Researched? Breaking Free from Repetitive Frameworks
A central focus of the discussion panel was identifying “academic redundancy” — topics that have reached diminishing returns due to constant replication. Both panelists pointed to a handful of areas that have been exhaustively documented:
Current literature also frequently treats Muslim travelers as a uniform block. In reality, the market is highly diverse, varying by level of religiosity, generational digital habits, and regional cultural backgrounds — a complexity gap the panel flagged as a priority to correct.
The Uncharted Territory: Priority Research Lines for the Next 5 Years
To move the discipline forward, the panelists outlined four key areas where research can deliver real theoretical and practical value:
Holistic Journey Mapping & Emotional/Spiritual Dynamics
Moving from isolated touchpoint satisfaction to mapping the entire Muslim Customer Journey — emotional well-being, spiritual comfort, solo female travel safety, and privacy dynamics within digital ecosystems.
Harmonizing Global Standards & Re-Modeling Ecosystems
A remodeled two-tiered accreditation framework: Tier 1 covers core faith non-negotiables (certified Halal food integrity, accessible ablution facilities); Tier 2 covers visitor experience and hospitality amenities.
Inclusive Communication for Muslim and Non-Muslim Markets
Interdisciplinary studies on brand positioning, inclusive messaging, and cross-cultural hospitality — so non-OIC destinations can communicate Muslim-friendly services without alienating other guests.
Digital Maturity & the “Look-Book-Pay-Experience-Share” Cycle
Evaluating how agentic AI and smart tourism tools reduce travel friction across search (Look), booking algorithms (Book), Sharia-compliant payment gateways (Pay), on-ground amenities (Experience), and social reviews (Share).
Bridging the Gap: Industry Funding and Knowledge Management
To ensure academic research produces actionable solutions rather than sitting unread in journals, the panel concluded with two systemic recommendations:
- Shift from Tacit to Explicit Knowledge Management: Academic findings must be translated from dense academic prose (tacit knowledge) into practical toolkits, executive summaries, and policy whitepapers (explicit knowledge) that hotel managers, airport authorities, and tourism boards can readily execute.
- Co-Funding Models Between Industry and Academia: High-quality, longitudinal research requires financial support. Private sector entities, including hotel chains, airport operators, and tech platforms should co-fund research grants alongside governments and research organizations like CrescentRating to address real-world business challenges.
Filling the Research Gaps on Global Halal Tourism
Both Prof. Battour and Dr. Anang came to the conclusion that the future of Halal tourism scholarship lies in relevance, innovation, and practical problem-solving. By moving past repetitive survey models and focusing on digital maturity, universal accessibility, and inclusive service design, researchers can help build a more welcoming, resilient, and sustainable global travel ecosystem for all.
See more on the research gaps in the Halal tourism research scene here.
