Is Islamic tourism a viable option for Tunisian tourism? Insights from Djerba

Interest in Muslim-oriented tourism is growing worldwide, which leads to the need to deepen and expand current scholarship on the long- neglected relationship between Islam and tourism. Tunisia was one of the first Muslimcountries to promote tourism, developing its capacity to accommodate primarilyWestern tourists. Taking into account the political debate and institutional actions following the Jasmine Revolution, this research investigates the opinions of a group of 14 key informants inDjerba - one of the leading Tunisian destinations - regarding the possibility of developing a tourismindustry closer toMuslimcustomers'wishes and more in linewith Islamic beliefs. This study shows that the idea has not been rejected altogether but rather is of growing interest, especially among tourism industry operators. Yet, whilst the potential ofMuslim-oriented tourism is recognised, developing it is not currently considered a priority. (C) 2014 Elsevier Ltd. All rights reserved.