Abstract

Sarawak is playing an active role and now showing strong potential as a Muslim-friendly destination with the Sarawak tourism industry players being keen to leverage the growing Muslim tourists to the region. Using a qualitative approach, interviews were conducted to discover the practicality context through the point of views of the main players in the industry namely, Muslim travel agents, Muslim tour guides, Malaysian and international Muslim tourists, as well as the Muslim-friendly hotel providers in Sarawak. This target population was purposely selected to represent the stakeholders who are involved in the tourism industry, particularly in Halal tourism in Sarawak. To gain multiple perspectives sustaining to the Muslim tourists’ needs, some data were also collected from the international Muslim tourists holidaying in Sarawak. In addition, observations were also conducted by the researchers on the execution of the Halal tourism industry in Sarawak by travelling to some tourists’ attraction places in Sarawak themselves.