Opportunity and Threat of Developing Halal Tourism Destinations: A Case of Banjarmasin, Indonesia

Abstract

Banjarmasin is a unique city and well known as a City of Thousand Rivers (Kota Seribu Sungai). There are many potential halal tourist destinations in the city primarily those related to rivers and the Islamic life of the people. However, these potentials have not been developed adequately for tourism. As such, the aim of this study is to reveal the potentials of halal tourism in Banjarmasin and to assess the opportunity and threat in developing the city as a favorite halal tourist destination in Indonesia. For that reason, the Global Muslim Travel Index (GMTI) 2018 became the referred standard. The study was conducted with a qualitative approach and analyzed by using the descriptive-analytical method. The study reveals that Banjarmasin has the treasure of religious, natural, historical as well as shopping and culinary tourist destinations. The religiosity of the people that is reflected in their cultural life is also interesting to be observed. All these provide a big opportunity to attract both domestic and foreign visitors. But at the same time, the city still faces some threats especially in terms of lack of access, communication, and services that need to be seriously overcome by all relevant stakeholders.