Halal tourism: exploring innovative marketing opportunities for entrepreneurs

Purpose - The aim of this conceptual paper is to define Halal tourism based on the current practices and to explore the available innovative business opportunities in Halal travel industry that could be exploited by Halal entrepreneurs. Design/methodology/approach - Critical assessment in Halal tourism literature is used to define Halal tourism and to link between Halal entrepreneurship and Halal tourism to explore innovative marketing opportunities for entrepreneurs. Findings - New Halal tourism definition is suggested based on the current practices in this field. The paper also provided new prospects for Halal Entrepreneurs that could enable them to start new ventures in Halal tourism industry. Originality/value - This study provides new theoretical and practical contribution in Halal tourism and Halal entrepreneurship. The findings could help tourism operators, Halal entrepreneurs to introduce Halal tourism products and services for catering Muslim traveler needs.