Halal Tourism Destination in UAE: The Opportunities, Threats and Future Research

This paper aims to discuss the opportunities of Halal tourism destination in the UAE and challenges that impede this industry. It also intends to propose the future research to advance this industry. Halal tourism Has globally become attractive industry due to the demand growth not only from Muslims tourists, non-Muslims as well. Thus, many Muslims and non-Muslims countries have taken an initiative to innovative and diversify their tourism industry through developing Halal tourism that attract tourists’ satisfaction and loyalty. The UAE as a leading and innovative country has taken initiative to support this industry and transform UAE to become the first leading Halal tourism in the world. However, the portfolio of tourism industry and its contribution to GDP still very low fills in 12% only. This put a pressure to the country in how to innovate and diversify the tourism industry in general and Halal tourism to become the most attractive world tourism destination.We found that, as the key driver of this industry is the tourists’ perspective about the motivation factors and since the customersbehaviour is always changing, we argue that understand the motivation factors from tourists’ perspective towards Halal tourism destination is the key driver to develop world Halal tourism destination