Strategies of Da’wah through Tourism: Opportunities and Challenges in the Age of Globalization

Abstract

Tourism has become an important platform for communicating Islamic values and strengthening Da‘wah through ethical, cultural, and Halal-based experiences. This study examines the role of Da‘wah in tourism through the development of a systematic Halal ecosystem that includes Halal hospitality, modest fashion, Islamic entertainment, ethical services, and effective Islamic communication. The study uses a qualitative method based on library research and document analysis. Data are collected from books, journal articles, reports, and other academic sources related to Halal tourism, Islamic lifestyle industries, Islamic communication, and Da‘wah practices. These sources are analyzed thematically to identify key concepts, opportunities, challenges, and strategies for integrating Da‘wah with tourism. The study finds that tourism can serve not only as an economic activity but also as a meaningful medium for presenting Islamic teachings, values, ethics, and ways of life to Muslim and non-Muslim tourists. A well-structured Halal ecosystem can strengthen Da‘wah by offering tourists a positive experience of Islam through services, behavior, environment, communication, and cultural presentation. Key elements such as Halal food, prayer facilities, modest dress, family-friendly entertainment, Islamic hospitality, and respectful communication help present Islam as peaceful and organized modern life. However, several challenges remain, including differences in Halal standards, weak stakeholder coordination, commercialization of Islamic symbols, globalization, and difficulties in communicating Islamic values in multicultural tourism settings. The study concludes that an integrated Halal tourism strategy based on Islamic principles, professional tourism management, stakeholder cooperation, and culturally sensitive Da‘wah communication can strengthen Halal tourism and promote Islamic values positively and practically.