Halal Tourism in Brunei Darussalam

Halal Tourism in Brunei Darussalam

Brunei Darussalam is one of the oldest Malay Muslim monarchies in the world, with an unbroken royal lineage that has ruled the nation for the past 600 years, which may attract Muslims and non-Muslims tourist interested in seeing the tradition meld with the 21st century. “Darussalam”, the Arabic word for “Abode of Peace” describes Brunei’s Islamic history that dates back some 1,500 years. Although Brunei is a small country which has only 5,675 sq. km. of land mass but it is a very peaceful, prosperous kingdom and a country rich in culture and heritage. Tourism has become one of the main focuses of Brunei’s government toward its initiative to boost the economic diversification in many of its high-value niche tourism market. In spite of the robust competition from the other countries, in particular the mass-market appeal of its Malaysian neighbours Sabah and Sarawak, early signs look positive.

Brunei has long received visitors interested in its Islamic heritage, but there is now concerted push to promote the Sultanate and its unique MIB philosophy as an Islamic Tourism destination. In 2010, the nation participated in the Travel Mart and the International Islamic Tourism Conference in Kuala Lumpur Malaysia. The Tourism Board of Brunei used the event to promote Islamic Tour packages and received a favourable response. As a result, in 2012 Brunei and Malaysia have jointly launched the Brunei-Malaysia Islamic Tour Packages.

            Brunei is taking advantage of its unique existence as an old Islamic Sultanate to tap into the emerging Islamic Tourism highlighting its deep-rooted Islamic and Malay Sultanate traditions. It is another part of its Tourism Master Plan and it will complement its existing tourism drives of eco-tourism, sports and cultural tourism.

            Syariah laws regulate all aspects of interactions between a Muslim and his peers, with other human beings as well as with his environment. Hence, Syariah laws have direct implications on the tourism and hospitality industry. A fundamental doctrine of Islam is extolling virtues and upholding morality, and deprecating sin and evil in all shapes and forms. Therefore, entertainment such as night clubs and adult TV channels, are strictly prohibited in tourist places and accommodations. The consumption of alcohol is forbidden in Islam and its ban covers the consumer, the purveyor and seller, the manufacturer, as well as the carrier. Brunei Darussalam, for example, has long been known for being a “dry country”, alcohol is not sold anywhere in the

country including in hotels and restaurants, and public consumption of alcohol is prohibited by law.

However non-Muslims may bring a limited quantity for their own consumption. Thus, alcohol needs to be regulated according to Syariah laws in tourism and in hotels. Another fundamental Islamic principle is its emphasis on cleanliness and this extends to mere physical cleanliness. Food items have to be certified “halal” before they can be consumed by a Muslim. This certification means that the food items are not only clean and free of diseases it also means that it is prepared and slaughtered according to Syariah guidance. Brunei has initiated the ‘Brunei Halal Brand’ certification in its efforts to make sure that all foods and food items consumed and sold in the country complied with Syariah law and fit for consumption by Muslims in the country as well as those whose products carry the label. In closing all roads that lead to evil, free mixing of the sexes and, the wearing of inappropriate and revealing clothing are strictly prohibited in Islam. These acts can lead to fitnah, arouse desires, and encourage the commitment indecent acts. Therefore, in upholding the sense of morality and decency, the tourism and hospitality industry should take this into consideration and segregate male and female facilities, such as gym and swimming pool.

Praying is one of the pillars of Islam and each Muslim is ordered to pray five times daily dawn, noon, afternoon, dusk, and evening. The tourism and hospitality industry need to provide prayer facilities to Muslim tourists, such as prayer halls or rooms, and place indicators for the direction of the qibla where Muslims face when performing their prayers.

One of the Brunei Government’s projects called the Brunei Halal Brand (BHB) is introduced by the Ministry of Industry and Primary Resources in cooperation with the Brunei Islamic Religious Council, the Ministry of Religious Affairs and the Ministry of Health. The country is setting its sight on becoming a major player in the global halal industry, catering to the worldwide market for premium-quality halal products.