Abstract

Malaysian is known as the progressive and modern halal industry which produced lots of lucrative products and services to the world. Looking at the huge market potential of ASEAN, Sarawak is currently developing halal products and services in conjunction with a Tanjung Manis Halal hub which will be finished this year. Few efforts in commercializing halal industry, which in line with the Halal Industry Master Plan (HIMP) 2030 are state focus. The demand for travel and tourism industry is greatly increased after the pandemic covid-19 and there is an influx of tourist visiting Malaysia approximately 10 million tourists in 2022 as compared to 4.3 million in 2020. This study will identify the prospects and challenges of the halal travel industry sector through exploratory qualitative research papers and halal industry plan. All documents were analyzed through content analysis to generate opportunity of halal travel industry requirements. The findings show that the prospects of the halal travel industry in Malaysia and Sarawak are in high demand. Thus, the government should embed the ultimate objective of Shariah (Maqasid Shariah) in their travel industry practices enhancing the trust of the potential visitors and investors.