Is halal tourism taking off in OIC and non-OIC countries? A systematic study of published research

PurposeThe purpose of this study is to systematically examine and compare the growth of halal tourism and hospitality in OIC and non-OIC countries based on published literature.Design/methodology/approachA critical systematic review of 154 academic papers published in the last decade involving halal tourism in OIC and non-OIC countries constituted the sample for this study. The study uses an integrated antecedents, decisions and outcomes and theories, contexts and methods framework, and a coding protocol based on the preferred reporting items for systematic reviews and meta-analyses.FindingsHalal tourism is not developed in non-OIC countries where Islam does not predominate, which represents an opportunity for many countries to incorporate new trends in their tourism offerings. This research increases awareness of non-OIC destinations to welcome a growing halal tourism market, enabling them to foster innovation to meet new demands for Muslim travelers.Originality/valueThis study is different as we compare the pertinent needs that are based on religion in various geographical locations while focusing on tourism and hospitality research in Islamic and non-Islamic nations.