ABSTRACT
This research is aimed at investigating the current state of halal destinations in four Asian countries: Indonesia, Malaysia, Thailand, and Japan. Assessment of destinations in each country was conducted using a SWOT analysis, before setting up a comparison to identify their competitive advantages and determining the relative correlation between the perceived readiness of destinations with the inbound tourist arrival. Features of assessment were based on the conceptual framework developed by COMCEC 2016, known as Muslim-Friendly Tourism (MFT), consisting of Six Faith-based Needs, Demand Side Key Themes (reasons and motivation for travel) and Supply Side Key Themes (travel & hospitality services and facilities). The results showed that three variables had been important in shaping the decision that potential inbound Muslim tourists made to visit a halal destination: religious and cultural affinity, affordability and visa-freedom. The more visible the correlation that a destination had with these three, the more likely that it received more visits. Furthermore, the first two factors were found to compensate for the alleged weaknesses found in a halal destination, as long as it provided basic halal needs.
