ABSTRACT
New Zealand is a country that is increasingly placing marketing emphasis on attracting visitors from countries and regions with significant Muslim populations. Furthermore, as a major exporter and producer of halal slaughtered meat in the world, New Zealand is believed to be well positioned as an attractive destination for Muslim travellers. Approximately 98 per cent of the lambs and sheep, 60 per cent of the cattle, as well as 85 per cent of the deer grown in New Zealand, are halal slaughtered every year (NZIMM 2007; MIA 2007; MAF 2007). However, perhaps somewhat surprisingly, although halal meat production is high, research has shown that Muslims find it difficult to obtain halal food while travelling in the country, with many having to prepare their own meals (Wan Hassan and Hall 2003).
