MSME The Dynamics of Halal Tourism Industry Development in Surakarta City: Perspectives of the Halal Industry Ecosystem and MSME Empowerment

Abstract

The rapid growth of the global halal industry has driven the emergence of halal tourism as a strategic segment within the tourism sector. Indonesia, as the country with the largest Muslim population, holds significant potential for halal tourism development. However, its success depends on the effectiveness of an integrated halal industry ecosystem involving government institutions, tourism businesses, halal certification bodies, and micro, small, and medium enterprises (MSMEs). This study aims to analyze the dynamics of halal tourism development in Surakarta City from the perspective of the halal industry ecosystem and MSME empowerment. A qualitative descriptive approach was employed through interviews, observations, and documentation, with data analyzed using the interactive model of Miles, Huberman, and Saldana. The findings reveal that the halal tourism ecosystem in Surakarta is structured through a cluster-based regional model, involving approximately 55,500 MSMEs distributed across five districts with sectoral specialization in culinary, modest fashion, creative industries, religious tourism, and home-based industries. This structure indicates the presence of an interconnected halal value chain, although integration among clusters remains suboptimal. Three key analytical issues are identified: (1) a gap between MSME potential and formal halal certification coverage, (2) limited inter-cluster connectivity, which constrains ecosystem synergy, and (3) low adoption of digital platforms in halal tourism promotion.These findings suggest that the primary challenge lies not in resource availability but in the integration mechanisms of the ecosystem. Strengthening cross-stakeholder coordination, accelerating cluster-based halal certification, and developing integrated digital marketing systems are therefore critical to enhancing the competitiveness of halal tourism in Surakarta while promoting sustainable MSME empowerment.