BPJPH encourages halal certification to boost tourism competitiveness

The head of Indonesia’s Halal Certification Agency (BPJPH), Ahmad Haikal Hasan, has urged local businesses to obtain halal certification to enhance the country’s appeal as a competitive destination for global tourism. Speaking in Jakarta on Tuesday, Hasan emphasized that halal-certified products are crucial for providing inclusive services tailored to travelers from diverse cultural and religious backgrounds. He highlighted that this initiative aligns with broader efforts to position Indonesia as a leader in halal standards, particularly in major tourist hubs such as Bali. The push for halal certification comes amid growing demand for halal-friendly services worldwide. Hasan noted that even in non-Muslim-majority regions like Bali, the presence of halal options is vital due to the influx of international visitors. The island, known for its vibrant culture and natural beauty, attracts millions of tourists annually, many of whom have specific dietary or ethical requirements. To meet these needs, BPJPH has intensified its oversight and support for businesses seeking halal certification, ensuring they adhere to strict quality and hygiene benchmarks. In addition to guiding new applicants, BPJPH is also encouraging already-certified businesses to visibly display their halal labels. This measure aims to increase consumer confidence and transparency, especially among international tourists who rely on clear indicators to make informed choices. Hasan stressed that the halal label has evolved beyond being a niche requirement for Muslim consumers. Instead, it now represents a global standard linked to food safety, sustainability, and ethical production practices. The agency’s focus on Bali reflects a wider strategy to integrate halal certification into the fabric of Indonesia’s tourism industry. By promoting halal compliance across sectors, from hospitality to retail, Indonesia hopes to attract more tourists, particularly from markets where halal certification holds significant weight, such as the Middle East. Recent discussions between Indonesia and the European Union on implementing a 2026 halal mandate further underscore the strategic importance of strengthening halal infrastructure. BPJPH’s initiatives are part of a larger effort to bolster Indonesia’s halal economy, which has been identified as a key growth sector. The government has been working to expand halal supply chains and improve regulatory frameworks to support both domestic and international stakeholders. According to recent reports, Indonesia’s halal food and beverage exports are gaining traction in regional markets, driven by increasing awareness of halal standards and their alignment with modern consumer values. As the demand for halal-certified services grows, so does the need for consistent enforcement and public education. Hasan acknowledged that while progress has been made, continuous monitoring and outreach remain essential to maintain trust and ensure compliance. The agency is also collaborating with local authorities and private sector partners to streamline the certification process and reduce barriers for small and medium-sized enterprises. Looking ahead, BPJPH plans to expand its efforts beyond Bali to other tourist hotspots across Indonesia. The agency is currently evaluating how best to adapt its strategies to different regions, taking into account local customs, economic conditions, and consumer preferences. With the goal of making halal certification a routine part of everyday life in Indonesia, the agency is committed to fostering an environment where halal standards are not just optional but integral to the nation’s identity and global standing.