PROPOSED MARKETING STRATEGY TO DEPARTMENT OF CULTURAL AND TOURISM TO PROMOTE HALAL TOURISM DESTINATION (STUDY CASE: BANDUNG CITY)

The development of the world’s Muslim population contributes to the growing amount of Muslim tourists around the world. The Muslim market for travelers is expected to have up to US$ 330 billion in total expenditure by 2026. Indonesia, as the most populous Muslim country, has established 16 halal tourism destinations around the nation to welcome the Muslim tourists. Bandung offers to be apart of the halal tourism destination as an attempt to attract the profitable market segment. This study seeks to figure out What Bandung should to do to support its destination for halal tourism.The findings of external and internal assessment show that Bandung’s power, as halal tourism destination, is the Muslim people, Perda supporting Muslim tourists services and Bandung’s local sights. Halal tourism as an extended service, however, requires not only the government support but also all the stakeholders within the sector.The result indicates that Bandung as a halal tourism destination can make maximum use of the prosperous industry by identifying the suitable STP, Marketing Mix Strategy as well as the timetable for its suggested strategies and budget prediction.Keywords: Muslim tourists, halal tourism, Bandung, marketing strategy