Lombok ramps up efforts to tap growing halal tourism market

After winning accolades as “The World’s Best Halal Tourism Destination” and “The World’s Best Halal Honeymoon Destination” at the World Halal Travel Awards 2015 in Abu Dhabi, the island of Lombok in West Nusa Tenggara, Indonesia, is poised to further entrench its appeal as a Muslim-friendly tourism destination.

The local government predicts the awards will give a sizeable boost to tourism in West Nusa Tenggara and on Lombok in particular. Indonesia’s Tourism Minister Arief Yahya believes the local government should use the current momentum to strengthen Lombok’s image in the rest of the world.

West Nusa Tenggara Tourism Promotion Board head Lalu Muhammad says the government is aiming for 3 million tourist arrivals to the province this year, up from 2.2 million in 2015.

The goal is for half of these tourists to come from abroad and 20 percent of those foreigners to be Muslims.

As a comparison, Bali attracted around 4 million tourists in 2015. 

With its appeal to Shariah-compliant travellers and its still-untapped potential, Lombok could in future match the currently more popular neighbouring island of Bali in its number of visitors, said ministry Secretary-General Ukus Kuswara.

“Lombok and Bali are superior in their respective fields and have allures for many types of tourists,” Kuswara said. “Lombok will be able to have the same (number of) tourist arrivals with the same appeal as Bali.”

INVESTMENT

In order to meet that target, the local government promised to allocate $823,000 to promote and develop the region.

“One of our main strategies is to strengthen our positioning, differentiation and branding, which in this case is halal tourism,” West Nusa Tenggara Tourism Promotion Board promotion director Uji Gaffar said. “We really emphasize the importance of managing and developing tourist destinations (in our province).”

Lalu Muhammad said the board would also continue programmes the local government started last year, including pushing for halal certification of tourism service providers, hotels and restaurants. “We are targeting halal certification for 400 business units.”

The push for halal certification is in line with the central government’s plan to develop four sectors within halal tourism in destinations like Lombok: hotels, restaurants, sightseeing facilities, and tour packages.

HOTELS

“Since Lombok won the [World Halal Travel]  award, a lot of Malaysian tourists have been coming here,” Gaffar said. “But once they get here and are checked in at their hotels, they complain about how the halal facilities are still very limited.”

The demand for Shariah-compliant hotels is huge. There are at least 16 new hotels scheduled to open on the island before the end of 2019, with a total of 1,500 rooms.

Lombok hotels are also improving their strategy to attract more domestic guests, instead of foreign tourists, following the termination of air routes from Australia and Singapore to the island.

RESTAURANTS

While 85 percent of Lombok’s population is Muslim, the island is still lacking in halal-certified restaurants. For example, out of 45 hotels and restaurants in the Senggigi area, a popular tourist spot on the island, only 10 are halal-certified.

“Wherever you go, the food is supposed to be halal,” said Gaffar. “But our weakness is in certification. Malaysians know that our destination is halal, but when they come here they’re asking about the halal certification.”

SIGHTSEEING FACILITIES

“There are so many tourist destinations in Lombok which are not properly managed,” said Gaffar. “For example, we have Pink Beach. We also have Sembalun at the foot of Rinjani Mountain. The cool climate there will appeal to tourists from the Middle East.”

But these destinations lack facilities, so there is ample opportunity for investors to work together with the local government to develop and manage these tourist sites.

TOUR PACKAGES

With Lombok eager to tap into the halal tourism market, there are also opportunities for tour operators catering to Muslim tourists. Gaffar said, “We have lots of Islamic boarding schools on Lombok that can work together with travel agents for tour packages.”

Some say Lombok is the next Bali in terms of building tourism infrastructure and generating global appeal. But where it differs, and what global investors should keep in mind, is the island’s role in the international Muslim-friendly or halal travel economy.

The Investment Coordinating Board of Indonesia recently said it would allow foreign investors to get in on the nation’s tourism business. Following the announcement, foreigners may soon be able to fully own cafes, restaurants and sport centers in the archipelago. On the island of Lombok, entrepreneurs will do well to make these venues halal.  

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