HALAL TOURISM DEMAND IN EAST AFRICA: A COMPARATIVE DOCUMENT SYNTHESIS OF MARKET POTENTIAL AND PRODUCT DEVELOPMENT
Authors
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Wondemsew Mesafint Kebadie
School of Tourism and Hospitality Management, Samara University, Semera, Ethiopia & Department of Tourism Management, Faculty of Tourism, İzmir Kâtip Çelebi University, İzmir, Türkiye
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Ihtisham Ullah
Strategic Research Institute, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia
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Woretaw Tigab Alemu
School of Tourism and Hospitality Management, Samara University, Semera, Ethiopia
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Anwar Kassaw Ali
School of Tourism and Hospitality Management, Samara University, Semera, Ethiopia
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Vianney Eymard E
Institute International Polytechnique des Elites d’Abidjan, Abidjan, Côte d’Ivoire
DOI:
https://doi.org/10.33102/jfatwa.vol31no3.816Keywords:
Certification, Muslim-friendly travel, East Africa, Islamic hospitality, SWOT analysisAbstract
This study examines the emerging potential of halal tourism in East Africa, focusing on Ethiopia, Kenya, Tanzania (including Zanzibar), Uganda, and Rwanda. It adopts a qualitative document synthesis approach guided by Bowen’s document analysis framework. A total of 79 documents were analyzed, including 58 peer-reviewed articles, 13 industry and gray reports, and 8 policy documents. The findings were systematically organized using a comparative SWOT framework to generate cross-country insights into demand conditions, supply-side readiness, and institutional contexts. The findings indicate substantial potential demand, driven by large Muslim populations, rising arrivals from Middle Eastern markets, and rich Islamic heritage assets. However, development is constrained by weak certification systems, inadequate facilities, limited human resource capacity, and fragmented governance structures. Zanzibar shows relatively higher readiness, while Rwanda and Uganda remain at early stages of development. Theoretically, the study contributes to the halal tourism literature by extending the analysis to an under-researched African context and linking demand indicators to institutional readiness. From a policy perspective, it highlights the need for harmonized certification systems, targeted infrastructure development, workforce training, and regional collaboration to reduce fragmentation and improve competitiveness. In practical terms, the findings offer actionable insights for policymakers and industry stakeholders to better align demand potential with supply capabilities and position East Africa as a credible halal tourism destination.
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References
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