Halal tourism de facto: A case from Fez

• The concept of halal tourism is still surrounded by a certain degree of vagueness.
• A radical reference to Islam could easily recall stereotypes and prejudices, especially in the eyes of non-Muslims.
• The expression halal tourism can create mistrust and suspicion among Muslims.
• The broader issue of halal tourism requires more studies.

Launched in 2008 by Moroccan authorities, Ziyarates Fès is a project intended to establish a bed and breakfast network in the Medina of Fez, within the framework of spiritual tourism. About 30 disadvantaged local families host tourists in their own traditional houses. Every aspect of the guests' visits is in line with Islamic prescriptions. Nevertheless, no effort has been made to intercept and embrace the demand for halal tourism market so far. This research investigates the opinions of 11 families involved in this project concerning the possibility of selling their product as halal (or Islamic) tourism. The study shows that interviewees are not familiar with these notions. Even if the idea of exploiting a potentially promising market is not rejected by all of them, in their view the adoption of such a label should not imply restrictions on tourists' nationalities and, above all, faiths.