Halal Tourism Campaign: Does It Demolish Conventional? A New Touristic Segment on the Island of Lombok

A new segment, halal tourism, has been widely acknowledged and economically constitutes a spirit for societies' well-being improvement. The continuously growing Muslim population worldwide generates optimism that halal tourism is projected to be intensely consumed as it targets Muslims and non-Muslim travelers. This research then highlights how the halal tourism campaign impacts the existence of the conventional tourism industry on the island of Lombok. Phenomenology is a type of research formulated to answer research questions as it describes a phenomenon occurring at the research location. Processed data were systematically sourced from the first party in the form of structured interviews and participant observations involving hotel managers, government officials, tourism actors, academics, and related figures who fully understand the practice of halal tourism. Secondary sources (library research, document review) are analyzed in favor of the information sought. The study's results revealed that halal tourism practices are an added value to existing segments and can be adopted by non-Muslim tourism entrepreneurs. Halal tourism does not threaten conventional tourism, but its existence adds value to old products. Some challenges in response to halal tourism practice are discussed in this paper.