The Challenge of Halal Tourism Implementation: a Case Study from Indonesia

: The purpose of this study was to determine whether Bromo Tengger Semeru (BTS) is competitive as a halal tourist destination in Indonesia. The design of this research was a case study of a single case that was only conducted on BTS). The data collection techniques used in this research were observation techniques and in-depth interviewing. Once data were obtained, data analysis was conducted by referring to Creswell’s technical data analysis using the following steps: (1) data reduction, (2) data display, and (3) conclusion drawing and verification. The results of this research demonstrated that BTS is a destination that has been oriented to meet the needs of Muslim travelers. BTS can be competitive as a halal destination indicated by the presence of two factors: family-friendly tourism and halal awareness. However, neither factor was fully executed because BTS has not been branded as a halal tourism destination. The originality of this paper is the competitiveness of Bromo Tengger Semeru as a halal tourist destination in Indonesia.