EXPLORING BRUNEI'S TOURISM POLICIES FOR ATTRACTING MUSLIM TOURISTS FROM THE US AND AUSTRALIAN MARKETS: A PRELIMINARY STUDY

Abstract

The field of Halal tourism is experiencing burgeoning growth and is expected to reach a market value of $300 billion by 2026. In this context, the tourism policies implemented by Brunei play a crucial role in shaping the perceptions and experiences of tourists, while also exerting a substantial impact on the country's economic development. As Brunei aims to diversify its economy and reduce its dependence on oil exports, the Halal tourism market presents a promising opportunity for the nation's Islamic travel industry. Particularly, Muslim tourists from the United States (US) and Australia emerge as potential target markets for Brunei. Given Brunei's predominantly Islamic character, the country possesses inherent advantages as a Muslim-Friendly Tourism (MFT) destination for US and Australian Muslim tourists. These advantages embrace shared religious values, a safe environment (Darussalam – Abode of Peace), and common use of the English language. This paper aims to assess the potential of these target markets by considering their Purchasing Power Parity, consumer needs, and demand for Halal food and accommodations. This paper adopts qualitative research methods, focusing on Netnography to gain insight into the digital experiences of potential Muslim tourists/consumers. Extensive datasets drawn from eHalal.io, a reputable provider of quality management systems for Halal products and services, will be analysed to gather valuable information. Through this study, we hope to shed light on the viability and attractiveness of the US and Australian Muslim tourist markets for Brunei's Halal tourism industry. The findings presented in this study suggests valuable insights for policymakers in Brunei's tourism industry, in regard to target markets of the US and Australia Muslim tourists.