The Influence of Thailand's Halal Certification Promotion on the Global Tourism Sector

This article discusses the impact of Thailand’s halal certification promotion on global tourism. In Southeast Asia, halal certification functions not only as a religious standard but also as a tourism branding instrument amid competition among Muslim-friendly destinations. Although Thailand is not a Muslim-majority country, it demonstrates a high level of awareness regarding the importance of halal certification and has implemented it earlier than several other countries in the region. The dataset used in this study consists of 100 data entries of promotional content related to halal tourism and halal certification in Thailand. These contents were produced and disseminated by both state and non-state actors, including government institutions, tourism authorities, private organizations, and other stakeholders, across various media platforms. Using public diplomacy theory and a qualitative approach, this study analyzes how Thailand utilizes halal certification, through the roles of related institutions as well as promotion on social media and mass media, to maintain the sustainability of the tourism sector, boost the economy, and strengthen its image as a Muslim-friendly travel destination in Southeast Asia.