Muslim-friendly tourism in non-Muslim majority destinations: A review of Bali Island

Abstract

The global rise in Muslim tourists has prompted the international tourism industry to prioritise Muslim-friendly services and amenities. Bali, as a world-renowned tourist destination, faces a unique challenge in balancing its predominantly Hindu cultural identity with the growing expectations of Muslim travellers, particularly about religiously appropriate services. This study investigates the potential, challenges, and strategic approaches to implementing Muslim-friendly tourism in Bali. A narrative review methodology was employed, utilising secondary data from academic literature, industry reports, statistical sources, and documents highlighting current trends in Muslim-friendly tourism. The findings reveal that Bali offers supportive infrastructure, business interest, and several Muslim-friendly facilities, including prayer spaces, hotels, and halal food options. However, challenges persist, such as limited halal-certified establishments, local cultural resistance, and unclear regulatory frameworks. The study concludes that developing inclusive Muslim-friendly tourism in Bali requires a culturally adaptive approach, clear standards, and active stakeholder collaboration.