Halal food, certification and halal tourism: Insights from Malaysia and Singapore

• Review of importance of halal food for Muslim tourists and its regulation and certification.
• Malaysia and Singapore operate regulatory schemes for halal food which are relatively advanced.
• Reassurance about halal food availability is communicated in tourism promotion and prominent in the case of Malaysia.
• Provision of halal food is a competitive advantage for destinations positioned as Muslim-friendly.

This paper discusses issues of halal food and its role in halal tourism with specific reference to Malaysia and Singapore which have majority and minority Muslim populations respectively. Sections devoted to the halal tourism market and the nature of halal food in general, incorporating matters of regulation, are followed by an account of conditions pertaining to halal food and certification in the two destinations. Attention given to the availability of halal food in tourism promotion of the countries is then considered, revealing a shared interest as well as some differences related to wider circumstances. Finally, directions for further research are suggested.