Stručni rad
HALAL TOURISM AS AN OPPORTUNITY FOR DIFFERENTIATION AND DEVELOPMENT OF THE COMPETITIVENESS OF A DESTINATION ON THE EXAMPLE OF SARAJEVO CANTON
Emina Nizić
; Tourism Association of Sarajevo Canton, Sarajevo, Bosnia and Herzegovina
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* Dopisni autor.
Sažetak
With the halal market being one of the fastest-growing markets today, halal tourism has become globally
recognized as an excellent opportunity to enhance the competitiveness of tourist destinations. There is a
growing interest among Muslim travelers and even markets which aren't typically Muslim are turning to
halal certification, adapting their offerings to halal standards.
Although halal tourism is often identified exclusively with the consumption of halal food, it is a much
broader spectrum of elements that make a certain market a halal friendly destination; above all, the
existence of facilities for prayer and offering accommodation in line with Islamic regulations. According
to the Global Muslim Index report for the year 2023, Bosnia and Herzegovina has emerged as one of the
most visited halal tourist destinations in Europe.
The global tourism market has undergone significant changes, largely influenced by the COVID-19
pandemic. Mass tourism has been replaced by individual experiences, with a focus on meeting the specific
needs of tourists and searching for new forms of tourism as the basis for differentiation and sustainable
development. In such conditions, halal tourism emerges as an outstanding opportunity for destination
competitiveness, and Sarajevo possesses the natural and social potential for the expansion of this tourist
niche. With Islam as the dominant religion, numerous mosques, halal food and accommodation facilities
compliant with halal standards, Sarajevo represents a kind of natural halal-friendly destination.
Furthermore, one-third of the total tourist traffic in the Sarajevo Canton comes from the Gulf countries,
which are the largest consumers in halal tourism.
However, halal tourism is not just an economic opportunity; it successfully changes the narrative in
accepting other cultures and religions. By leveraging the full potential of halal tourism, Sarajevo can
become an attractive year-round destination and further strengthen its reputation as a European symbol of
multiculturalism and tolerance.
Ključne riječi
halal tourism; tourist niche; halal friendly destination; differentiation; competitiveness
Hrčak ID:
330981
URI
Datum izdavanja:
31.5.2024.
Posjeta: 33 *