Communicating Halal Tourism: A Systematic Literature Review of Tourism Development in West Sumatra

Abstract

Halal tourism has emerged as one of the fastest-growing segments of the tourism industry in Indonesia, driven by the increasing demand for Muslim-friendly travel services and destinations. As the country with the world’s largest Muslim population, Indonesia possesses significant potential to develop halal tourism, particularly in regions where Islamic values are deeply embedded in local culture and social practices. West Sumatra represents a prominent example of such a region, where Minangkabau cultural traditions are strongly intertwined with Islamic principles, encapsulated in the philosophy “adat basandi syarak, syarak basandi kitabullah.” In this context, the success of halal tourism development is not determined solely by destinations and infrastructure, but also by effective communication strategies capable of conveying Islamic values, cultural identity, and unique tourism experiences to both domestic and global tourists.This study aims to analyze the development of halal tourism in West Sumatra from a communication perspective through a systematic literature review (SLR). The research reviews academic publications, institutional reports, and policy documents related to halal tourism, tourism communication, and destination branding. Through thematic analysis of the selected literature, the study identifies dominant research themes, theoretical perspectives, and existing research gaps within developing halal tourism.The findings indicate that communication plays a central role in shaping the perception, attractiveness, and competitiveness of halal tourism destinations. Three major insights emerge from the analysis. First, destination branding in West Sumatra successfully integrates Islamic values with the distinctive cultural identity of the Minangkabau community. Second, digital communication strategies, particularly through social media and online tourism promotion, serve as key instruments in expanding the visibility of halal tourism to global Muslim travelers. Third, effective stakeholder collaboration among local governments, tourism industries, and community actors strengthens the promotion and sustainability of halal tourism development. Despite the growing body of literature on halal tourism, studies that specifically examine the integration of communication strategies with cross-cultural messaging in the promotion of halal tourism remain limited.This research highlights the importance of developing communication-based models to strengthen the positioning of West Sumatra as a halal tourism destination while simultaneously promoting culturally grounded tourism development.