Government support for halal tourism: a viable system model analysis of the Maldives

Purpose This study aims to examine government support activities for the halal tourism industry using the systems perspective. The Maldives was selected as the study context. This country has a fully Muslim population, depends highly on tourism, and outlined halal tourism in its Strategic Action Plan of 2019–2023. Design/methodology/approach To achieve the purpose of this study, a conceptual framework was developed using a systems model – specifically, the viable system model – the concepts of halal tourism and the halal value chain. This framework elucidates the normative government activities that support halal tourism industry development and was used to diagnose existing practices. A qualitative research methodology was adopted, comprising in-depth interviews with policymakers, industry players and Muslim travellers. Findings Tourism is the core industry of the Maldives, with luxury or private resorts being the government’s central focus. Less attention has been directed to halal tourism, with earlier government plans not being fully implemented, mainly due to the urgency of focused recovery in the post-pandemic period. The country’s constitution, which declares Islam as the state religion and follows an Islamic legal system, is a key determinant in tourism practices, highlighting the government’s significant role in creating the foundational ecosystem for halal tourism. Originality/value The findings extend the current understanding of halal tourism by highlighting how halal tourism development is anchored on the existing Islamic constitution and legislation, providing control over the industry practices and ensuring halal integrity in the delivery of halal tourism services. The constitution not only benefits the citizens but also provides Muslim travellers with experiences laden with shared Islamic values. As suggested, future improvements, relevant functions and interconnections should be augmented as part of government support for halal tourism in the Maldives. A dedicated halal tourism policy is crucial to establishing a greater focus on values-based tourism that upholds the nation’s Islamic religious values.