Strategi Pemasaran Digital Wisata Halal Milenial di Asia Tenggara

Abstract

Halal tourism in Southeast Asia has evolved from a niche segment into a strategic sector supported by the growth of the Muslim middle class, accelerated digital marketing, and stronger demands for sharia compliance. This study aims to analyze digital marketing strategies for halal tourism destinations targeting Muslim millennials through an interdisciplinary approach linking consumer behavior, Islamic business ethics, and consumer protection legal politics. The method used is a conceptual-analytical approach based on literature review and secondary data synthesis from prior research and relevant legal documents. The analysis shows that digital marketing has become an important instrument for halal travel brands to expand audience reach and build market trust, while the global Muslim travel market continues to show strong growth prospects. Halal certification positively influences millennials’ visit intention. At the same time, institutionally produced content is more credible than user-generated content, while halal-washing and regulatory inconsistency reveal serious vulnerabilities in digital consumer protection. It is concluded that the effectiveness of halal tourism marketing depends on the integration of sharia legitimacy, content credibility, and cross-border legal enforcement.