Muslim - friendly tourism in Vietnam: Policy gaps and institutional capacity

Abstract

In the context of the global tourism industry’s post - pandemic restructuring and the rising demand from Muslim travelers, this article investigates the current state and strategic directions for developing Muslim-friendly tourism in Vietnam. Employing a theoretical framework of multi-level governance and policy gap analysis, the study explored the interplay among national - level policy formulation, local implementation capacity, and private sector engagement. Based on a synthesis of secondary data, policy document analysis, and comparative references to international experiences - particularly in Malaysia, Thailand, and Japan - the paper found that despite Vietnam’s growing interest in the Halal tourism market, notably through technical standards and promotional activities, the country still lacked a coherent national strategy and institutional framework tailored to Muslim-friendly tourism. Fragmented implementation and underdeveloped local governance capacity are identified as major institutional bottlenecks. Significantly, the paper highlighted the untapped potential of local governments and tourism enterprises not only as policy implementers but as proactive policy innovators. The paper proposed a phased policy roadmap and a set of inter-institutional mechanisms to better coordinate across vertical and horizontal levels of governance to provide practical policy insights to help Vietnam position itself more strategically within the global Halal tourism ecosystem.