Exploring Challenges in Halal Tourism: A Thematic Analysis of Tour Operators’ Experiences in Ho Chi Minh City

Abstract

This study examines the operational challenges encountered by tourism practitioners when organising city tours for Muslim tourists in Ho Chi Minh City, an emerging destination within Southeast Asia’s expanding halal tourism market. Although halal tourism has been widely discussed in terms of consumer behaviour and destination marketing, limited attention has been paid to the operational perspectives of frontline practitioners in non-Muslim-majority urban contexts. Addressing this gap, the study explores how tour guides and tour operators negotiate religious, cultural and logistical demands in practice. Using qualitative focus group interviews with 11 experienced tourism professionals, followed by thematic analysis, five key themes emerged: (1) challenges in providing certified halal food and beverages, (2) limitations in religious and hygiene-related facilities, (3) gender-sensitive and intercultural communication complexities, (4) rigid tour structures and coordination constraints and (5) perceptual gaps between service providers and Muslim guests. The findings underscore the central role of Islamic hospitality, cultural literacy and adaptive service design in shaping Muslim-friendly urban tourism experiences. By foregrounding practitioner insights, the study contributes to broader discussions on Muslim minority experiences and the development of halal tourism in secular urban environments, offering policy and managerial recommendations for inclusive destination planning.