Prospects of Oman as a Destination for Halal Tourism

  • Asad Rehman Dhofar University, Salalah
Keywords: Destination, Halal, SWOT, Islam, Tourism


Although a vast majority relates the concept of ‘halal’ or what is permissible in Islam to food only. However, halal industry covers many sectors such as food, fashion, transport, finance and even tourism. Halal tourism is not just about halal food, it is also about the overall experience, which is amenable with the Shariah (Islamic jurisprudence). Oman has a plethora of natural beauty and many places of interest for all types of tourists. It is one of the most secure and peaceful countries in the world. Having a well-developed Infrastructure, Oman is ready to take its tourism to new heights. The ever-hospitable Omanis are proud of their rich cultural and historical heritage. Thus, Oman appears to have all what it takes to become a prime destination for halal tourism. The objective of this study is to assess the prospects of Oman as a destination for halal tourism. Based on the interviews of experts like academicians, tourism professionals, officials and clerics, Oman’s competitiveness as a destination for halal tourism was assessed by developing a Strengths, Weaknesses, Opportunities and Threats (SWOT) profile. The findings of the SWOT were compared with the data from the Global Muslim Travel Index (GMTI) from the year 2014 to 2018. Based on the analysis, Oman is found to have the right mix of environment and enabling services for halal tourism. However, it is found lacking in public transport, communication and customer outreach. Oman is also found to be losing its rank among the top 10 destinations for halal tourism to close competitors like Qatar, Bahrain, Morocco, etc. The concerned authorities need to make conscious efforts to resolve these issues as it becomes imperative for Oman to revamp its tourism strategy.

 JEL codes: Z31, M31


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Author Biography

Asad Rehman, Dhofar University, Salalah

Corresponding Author


Dr. Asad Rehman, having a teaching experience of more than 19 years, is presently serving as an Assistant Professor in the Department of Management and Marketing, CCBA, Dhofar University, Salalah. He has served as the Chair of the MBA program in CCBA, Dhofar University. His parent organization is Aligarh Muslim University in India where he is an Associate Professor in the Faculty of Management Studies & Research.

Born in Meerut, India on 08.10.1973, he obtained his BA in the year 1994 in History hons, later he did MBA in 1996 in Marketing and Finance and finally he was awarded his PhD in consumer behavior in 2011. All his degrees are from Aligarh Muslim University, India.

His areas of interest are Marketing and communication. He has successfully supervised four doctoral theses in Business Administration. He is an avid researcher and has contributed papers in several reputed research journals. He has presented papers in several international conferences. Lately he has presented research papers on ‘halal tourism’ in Oman and has one publication in an Omani journal on this subject.



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How to Cite
Rehman, A. (2019). Prospects of Oman as a Destination for Halal Tourism. International Conference on Advances in Business and Law (ICABL), 2(1), 84-92.