A Projection of Halal Tourism: A Case Study of Pekalongan

City, Indonesia
K Ismanto1
Faculty of Economy and Islamic Bussiness, IAIN Pekalongan1
{[email protected]}

Abstract. The purpose of this study is to explore the projection of halal tourism
development in Pekalongan City. By using a qualitative approach, this research
collects data with observation of the tourism spot, interview with the government
and tourism agents, and documentation. The results of this study reveals several
facts. First, Pekalongan has complete tourism spots for the past and present time,
including shopping center, culture, religious destination, culinary, natural
scenery, and special events. Batik, as a distinctive product of Pekalongan, along
with its derivatives become a leading tourist attraction. The various nicknames
for Pekalongan, such as a creative city, suggest a potential to support this city in
realizing halal tourism. Second, halal tourism in Pekalongan still needs support,
including (1) contribution from the city government in issuing policies
supporting halal tourism, in the forms of local regulations, organizing
exhibitions, and others (2) adequate transportation, which has not been
optimized. (3) sufficient religious facilities, which needs to be revitalized. (4) the
need of increasing the numbers of sharia hotels (5) educated community in
realizing halal tourism (6) the improved support of the entrepreneurs of creative
industries. Third, to meet the Global Muslim Travel Index, there must be
developing infrastructure, supported by the serious efforts from the government,
tourists, and also the community. The government's serious efforts in developing
the halal tourism will have an impact on government revenue, job opportunity,
and public welfare, particularly for the tourism actors.

Keywords: Halal Tourism, Pakalongan, infrastructure

1. Introduction

Halal tourism has become a new business trend and a common topic around the world
since the 1980s [1]. This trend develops not only in Muslim-majority but also in Muslim-
minority countries, such as Thailand [2] and Singapore [3]. Malaysia, Thailand, Singapore,
and South Korea have utilized the halal tourism (industry) trend as the main pillar of their
national tourism growth [4]. As the largest Muslim-majority country in the world, Indonesia
takes this opportunity. Even, in its development, Indonesia has achieved several international
awards related to halal tourism [5]. For this achievement, the Indonesian government becomes
more serious in developing the halal tourism.
There are several terms used to call halal tourism, including halal tourism, Islamic tourism,
sharia travel [6] and Muslim-friendly tourism. In line with those terms, there is no single
definition of halal tourism besides the similarity in their concepts. Based on the concept, halal
tourism is a tourism concept considering the Muslim’s basic values in servicing the

AICIS 2019, October 01-04, Jakarta, Indonesia

Copyright © 2020 EAI
DOI 10.4108/eai.1-10-2019.2291666
customers, which covers accommodations, restaurants, and Islamic values-based tourism
activities [7]. The concept of halal tourism is the actualization of the Islamic concept which
emphasizes halal and haram as the main benchmarks. It means that all aspects of tourism
activities are inseparable from halal certification, which is a required reference for every
tourism actor [8]. This halal tourism covers all aspects of tourism in general, although there is
a requirement demanding everything must be based on of sharia principles. For example, this
tourism aims to improve spirituality, along with the target of fulfilling desires and pleasures as
well as fostering religious awareness [9].
Pekalongan, a city in Central Java, has a number of nicknames, including batik city,
world’s creative city, world's city of batik, healthy city, minapolitan city, and trading city [10].
The city, which is located on the northern coastline, connects the East Java and West Java as
well as other large cities and has a strategic position on various aspects. Various forms of
infrastructure such as highways, train stations, and the development of the surrounding area
are supporting factors for city development. In addition, Pekalongan was classified as one of
the UNESCO creative cities in the crafts & folk art category in December 2014 and rewarded
the "World's City of Batik" brand.
There are various and complete tourist destination in Pekalongan, but they have not quite
encouraged the numbers of tourist visits, especially those from foreign countries. From
January to March 2019, there were only about 60 foreign tourists visited Pekalongan [11]
which did not evenly visit all of the tourism destinations. They only focused on only a limited
objects, which is especially related to batik.
One of the purposes in realizing halal tourism destination is to increase the number of local
and foreign tourist visits. The increasing tourist numbers will automatically increase regional
and community income. Subarkah [12] stated that diplomacy through halal tourism is able to
attract foreign tourists and investment. For an instance, when Lombok was declared a halal
tourist destination and it received awards, there was increasing numbers of tourist arrivals
[13].
Kusumanto [14] explained there are five important aspects in the development of halal
tourism, namely products, services, infrastructure, government support, and human capital
resources. Halal tourism principles have been summarized by Henderson [15]; [7];[16] which
cover: halal food, no alcohol, no pork, no discotheques, male staff for male guests, female
staff for female guests, appropriate entertainment, gender-separated prayer rooms (mosques or
mushallas), Islamic clothing for staff uniforms, the availability of the Quran and prayer
equipment in the rooms, qibla direction, no human art, toilets are not faced the qibla, Islamic
finance, and hotels or other tourism companies must be based on Islamic principles. This
paper explores the projected development of halal tourism in Pekalongan City which refers to
the halal tourism ecosystem. The study began with a description of the realization of halal
tourism and supporting factors as an effort to realize it. After that the development of halal
tourism was reviewed in terms of the Global Muslim Travel Index [17].

2. Method

This research is categorized as a field research using qualitative approach. Cresswell [18]
said that qualitative research is an inquiry process to understand social or human problems
based on the creation of a complete holistic depiction in the form of words. This case study
choses Pekalongan as the setting since this city is located in Central Java which was
designated as one of the halal tourist destinations by the Indonesian Ministry of Tourism and
Culture. According to Yin [19], a case study is used to probe issues and explore further how
those issues take place.
Primary data were obtained directly from the Department of Tourism in Pekalongan and
tourism actors through observation, interviews, and documentation. Secondary data were
regulations and documents, media reports, and the other relevant sources. The data were
analyzed using content analysis.Payne and Payne [20] stated that this analysis interprets
meaning from written or visual data by allocating their content to the predetermined categories
in detailed, which then measure and interpret the results.

3. Results and Discussion

Conditions and Development of Tourism Industry

Pekalongan City is not a large area, and it is only divided into 4 (four) sub-districts and 27
villages. This area covers 45.25 KM² or about 0.14% of the total area of Central Java. Islam is
the major religion in Pekalongan City, along with the other religions including Christianity,
Catholicism, Hinduism, Buddhism, and Confucianism. Thus, this city is called as not only a
plural city but also a religious city. The plurality of Pekalongan is illustrated by the existing
multiethnic community. In addition to the Javanese tribe, Tioghoa people in Chinatown and
Arab communities in Klego Arab village also live well in this city. The religiosity appears in
religious activities organized by ulama live in Pekalongan, which can be a gathering event of
tarekat experts (Islamic scholars) from around the world. There are also 44 boarding schools
with 4,706 students and 158 mosques scattered in four districts.
Pekalongan has a number of attractions which are classified into several types, including
cultural tourism, shopping, nature, religious, culinary, and event tourism. Basically, all the
types of tourism are developed by the Pekalongan government, but batik and its derivatives
take place as an excellent tourism in this city. The following table shows types and forms of
tourism industry in Pekalongan City.

Table 1.Types and Forms of Tourism Industry in Pekalongan City

Types of Forms of
Tourism Industry Tourism Industry
Cultural Tourism Museum Batik (Batik Museum)
Kawasan Kota Tua Jetayu(Jetayu Old Town)
Syawalan (Giant Lopis)
Sedekah Laut
Nyadran, Pek Cun
Pawai Cap Gomeh
Sintren
Simthuddurror
Samproh
Sufi Multikultur
Kuntulan
Barongsay & Liong
Shopping Tourism Sentra ATBM Medono (Medono Woven Center)
Pasar Grosir Batik Setono (Batik Wholesale Market)
Mall (Matahari Hypermart, Ramayana, Transmart)
Kampung Batik Kauman (Kauman Batik Village)
Kampung Wisata Batik Pesindon (Pesindon Batik Village)
Pasar Grosir Gamer (Gamer Wholesale Market)
 Pasar Grosir MM (MM Wholesale Market)
Nature Tourism Pantai Pasir Kencana (Pasir Kencana Beach)
Pantai Slamaran Indah (Slamaran Indah Beach)
Pekalongan Mangrove Park
Wisata Bahari (PPNP)
Religious Tourism Ziarah (visiting) /Khaul(commemorating) Makam Habib Ahmad Bin Tholib
Al Atas
Makam Pangeran Sampang Tigo (Pandito Banyu Segoro)
Culinary Tourism Soto Tauto
Garangasem
Megono
Gulai Kacang Ijo
Kopi Tahlil
Nasi Kebuli
Event Tourism Pekan Batik Pekalongan (Pekalongan Batik Week)
Tradisi Syawalan
Khaul (Commemorating) Habib Ahmad Bin Thalib Al-Athas
Pameran Kreatifitas dan Inovasi (Creativity and Innovation Exhibition)
Festifal Karnaval Kostum Batik (Batik Parade)
Pawai Cap Gomeh
Nyadran
Tradisi Pek Cun
Jatayu Car Free Night
Kauman Art Batik Festival
Peringatan Hari Batik Nasional (National Batik Day)
Source: Pekalongan Culture and Tourism Department 2019.

Batik is a cultural tourism that is most easily found in Pekalongan.It represents the most
distinctive Pekalongan culture and the history can be seen in the Museum Batik Pekalongan
(Pekalongan Batik Museum). This museum does not only store the collection of Pekalongan
batik heritage, but also the collection of various batik motifs from various regions in
Indonesia. By June 2019, the batik museum has been visited by 84 foreigners and 13,996 local
tourists contributing Rp. 48,575,000.
The most famous shopping tourism in Pekalongan is batik products besides sarong.
Various batik are available in various places, including Medono ATBM Center, Setono Batik
Wholesale Market, Kauman Batik Village, and Pesindon Batik Tourism Village. The products
are easily found in boutiques, malls, and modern shopping centers. In addition to batik centers,
there is a number of shopping tourism managed by private parties, such as batik shops and
boutiques spread around the city. The available products do not only in the form of hand
painted and stamped batik, but also printed batik. The city government’s strategy by opening
the route of a highway exit directly to the Setono wholesale market seems to be the supporting
effort in attracting tourists to buy batik at the shopping center. Instead of batik, this city is also
known as a producer of distinctive woven and batik sarong. Pekalongan woven sarong has
been promoted in foreign countries. To support this product, the Mayor has instructed the
government employees to wear it at certain events.
Pekalongan culinary tourism products include nasi megono (megono rice), soto tauto, and
nasi kebuli (kebuli rice). Megono rice can be found in various restaurants, food stalls, even
small stalls in the center of the crowd, like the city square. Soto tauto is a immensely well-
known culinary product in Pekalongan, which is named referring to the name of the restaurant
owner. Besides those two kinds of culnary, there are kebuli rice that is served in certain
restaurants around the city center. Megono rice are sold in the morning or evening in the
people's stalls around the downtown, including the city square. These three types of special
foods become the parts of the five-star hotels and malls’ menu. However, the city government
has not determined the serving standard or halal certainty on the food.
This city also develop educational tourism particularly related to batik products. This
tourism prioritizes the uniqueness of the processing and producing batik. One of the examples
of such tourism is the canting craft tourism, where visitors can see the process of making
canting used to coloring batik. Another example is the process of making batik, where visitors
can see the how to make hand-written and stamped batik. During this tour, batik
communities including Kauman and Pesindon batik villages sought to invite foreign tourists to
learn how to make batik at these batik centers.
Geographically, Pekalongan city is in the coastal area of the north coast of Java, enabling
this city to provide beaches as the natural attractions. There are a number of beaches managed
by the city government, namely Pasir Kencana Beach, Slamaran Beach, and Marine Tourism
which are completed with aquariums and a fisheries museum. Pekalongan Mangrove Park has
been well managed by the government and it is supported by the adequate facilities. The
efforts in improving the facilities are still carried out by the government.
In addition to the tourism above, Pekalongan also develops religious tourism. It is a
common thought that Pekalongan culture have a strong relationship with religion, Javanese
culture, and people’s belief. Islamic cultural tourism comprises Simthuddurror, Samproh, and
Sufi Multikultur. Cultural tourism related to Javanese customs includes Sedekah Laut
(Nyadran, Pek Cun), Sintren and Kuntulan. The other cultural tourism include Barongsay &
Liong and Cap Gomeh Parade. Syawalan tradition is held a week after Eid al-Fitr, which is
located on Jlamprang Street and well-known by the giant lopis cutting with more than 1 ton
weight and about 2 meters high.
Most of the Pekalongan people are Muslim, as consequently the Islamic spirit appears
everytime and everywhere. The tombs of Pekalongan Islamic figures, such as the tomb in
Sapuro, attract the visitors from outside. Khoul is one of the activities carried out in the tomb,
in commemoration of the death of Habib Ahmad bin Abdullah bin Talib Alatas. In addition,
the existence of islamic leaders, for example Habib Lutfi bin Yahya, is able to promote the
religiosity in Pekalongan. The religious leaders along with the series of religious activities
frequently become the center of national and international religious activities. For the
example, there is a habitual meeting of tarekat leaders coming from throughout the world and
it is attended by Islamic figures from 38 countries. This event automatically fosters the
economy, such as increasing hotel, restaurants and other income profits.
Beside the tourism above, Pekalongan also serves the interesting events to follow and visit.
Those are annual event including Pekan Batik Nusantara/ Nusantara Batik Week (PBN) or
International Batik Week / Pekan Batik Internasional (PBI), Celebration of Pekalongan City
Anniversary, the parade as well as special arts and cultural show in Pekalongan City, Pintoe
Dalam Festival, and Balloon Festival at the week after Eid. These events have attracted the
tourists to come and enliven.
Pekalongan Tourism Department also develops special interest in tourism. Some of those
are Jetayu Car Free Night, Seketing Festival, modern steel or fiber ship building, traditional
wood shipbuilding. Those tours are quite interesting for local tourists. In addition, the old
Chinatown is also a distinctive tourist attraction [21]. These special tours have not yet widely
known but they are adequately impressive for tourists.
Although Pekalongan has complete and attractive tourist destinations, the city government
has not planned to develop halal tourism. In fact, the destinations have met the requirements of
halal tourism as stipulated in the MUI DSN fatwa No. 108/DSN-MUI/X/2016. The concept of
halal in tourism is an inseparable part of the development of Central Java which was
established as a halal tourism developing province by the central government. Halal tourism
conceived by the Tourism Department is only a small part of the comprehensive Halal tourism
concept.

Developing Halal Tourism

There are five considerable aspects in developing halal tourism, involving products,
services, infrastructure, government support, and human resources [14]. These five aspects are
the main elements in the halal ecosystem. As a projection, it is necessary to identify the
supporting and obstructing factors in developing halal tourism in this city.
Tourism products in Pekolongan are considered to be completed and those which produced
by the government and Pekalongan people are very diverse. Batik as the main product is
needed by the community, one of which is batik outfit. Woven and batik sarong, male and
female muslim clothing are also the dominant products produced by this city. Besides, people
this city manufacture crafts made from water hyacinth, banana stem, and pineapple.
Regarding the services for the tourists, Pekalongan provides various lodging and
restaurants. There have been three sharia-based hotels which support the realization of halal
wisata. Those three hotels are supported by sharia hotels outside Pekalongan located close to
the tourist destinations. In addition, there are islamic hospitals completed with supporting
facilities, mosques and praying room (Mushola) in every village and around the main road,
even there is a historic mosque located in the city center and precisely in the city square
namely the Pekalongan Jami’ Mosque.
Lately, the government has promoted the tourism development by issuing supporting
several policies. The government, particularly the Department of Tourism, Culture, Youth and
Sports compiled a series of tourism promotions. They held various national and international
events, some of which are the Fashion Show entitled "Heritage, Culture, and Trend Fashions
of the World City of Batik", exhibitions and Pekalongan information week, arts and culture
festivals, and lantern competitions in the Jetayu cultural area. Some of those activities are
annually held and some of them are only for celebrating certain events at certain times.
Pekalongan city also actively participates in out of city exhibitions, such as a joint promotion
for celebrating the 44th Anniversary of Taman Mini Indonesia Indah (TMII) Jakarta.
To realize and enhance tourism industry in Pekalongan city, the government established
Pekalongan Tourism Promotion Board/ Badan Promosi Pariwisata Kota Pekalongan (BP2KP),
Tourist Information Center and website http://tourism.pekalongankota.go.id/. The
establishment is a proof of the support from the government for tourism industry. In addition,
the board has created websites and social media accounts to promote the industry, one of
which is http://tourism.pekalongankota.go.id/.
There are several aspects that must be improved to support halal tourism in
Pekalongan. The tidal flood additionally interferes comfort and access to the tourist
destination. The crowded traffic in the city center during school and office hours frequently
causes discomfort for the tourists. Heavy vehicles, e.g. buses and trucks are still able to access
the main road of the city that disturbs the city’s transportation comfort and system. The
minimal transportation connecting between tourists’ destinations demands the city government
to solve the problem.
Regarding the historical aspects and the development of halal tourism, it can be assumed
that batik tourism, particularly batik preservation, is the tourism industry that can be
developed and improved in Pekalongan as the result of batik’s role as the distinctive product
of Pekalongan. Batik tourism and its derivatives emphasize and reaffirm Pekalongan as the
creative city, as claimed by UNESCO.
For foreign tourists, Pekalongan geographically cannot be considered as a major tourist
destination. It is a common thought that Pekalongan is only the second tourist destination after
the major destinations such as Jakarta, Bali, and other big cities. This is the result of the
location and minimum infrastructure in Pekalongan, some of which are disability for the
international airports and large ports to be visited by cruise ships. The main and convenient
mass transportation in Pekalongan are trains and buses.
Excluding the infrastructure problem, the various tourist attractions have not been upheld.
The existing tourist destinations, e.g. beaches and local culture, commonly are available in
other regions. Religious activities along with religious rituals are not impressive enough for
the tourists, especially foreigners. According to Rahmiati, et al. [22]. Islamic values is in
position to influence the tourists’ satisfaction. This is in line with findings by Isa, Chin, &
Mohammad [23] stated that physical halal and non-physical halal are influential on tourists’
satisfaction.
From the description above, it is undeniable that Pekalongan city has complete tourist
destinations, including cultural, religious, natural, shopping, culinary, even the supporting
events in tourism destinations. The existing tourist destinations are very potential to be
developed as halal tourist destinations. Every tourist destination needs adequate worship
facilities. Halal restaurants in Pekalongan only needs legal certification. However, the sharia
hotels and inns must improve their quality and quantity.
Every government, both at the central and regional levels, must have the desire to advance
their regions to obtain local revenue. This income can be optimized to build the area for the
sake of society welfare. Nevertheless, several aspects still need to be revitalized to realize
halal tourism in Pekalongan. The development of excellent halal tourism in Pekalongan City
will promote multiplier effect on other sectors, such as culinary, transportation, souvenirs, job
vacancy. However, the intensive training is a necessity for the existing resources and the
people to have deep understanding of halal tourism concept then all stakeholders support each
other.

The Challenges of Developing Halal Tourism

In realizing the concept of halal tourism, Pekalongan still faces several challenges.
According to the Global Muslim Traveling Index (GMTI) in 2019, there is discussion of halal
tourism challenges. GMTI as a measurement has been used by the Indonesian government as a
reference in measuring halal tourism standards. The GMTI approach consists of four aspects
of assessment, namely access, communication, environment, and service [5].

Access
The Indonesian government has provided conveniences for foreigners to visit Indonesia.
One of them is in the form of visa-free policies for tourists from certain countries. This policy
serves benefit for the developing tourism regions. As a consequence of the unavailability of an
international airport, the tourists must go to airports located in other cities, such as Semarang
and Jakarta. Therefore, they cannot visit Pekalongan directly.
Pekalongan does not have special transportation that can take tourists to visit tourist
destinations directly. The crowd, even traffic jams frequently occur at certain times and
locations which does not support the development of international tourism. Moreover, this city
has inadequate public transportation to reach tourist destinations. Fortunately, batik
community habitually facilitates the tourists to visit directly to the batik village.

Communication
The city government has tried to promote Pekalongan tourism through several ways,
including websites, social media, and the book "Calendar of Events Kota Pekalongan" in
2019. This book contains a series of events in one year. Various existing media, e.g.
exhibitions, websites, social media have already existed, but the content and communicative
language should be improved. This city is also lack of tour guides who have competences in
speaking foreign language that sometimes demands the tourists to bring their own translators.
Absolutely, the use of foreign languages is to facilitate the foreign tourists in understanding
the attractions offered and this problem potentially influence the tourists visit.

Environment
Pekalongan is categorized as a safe city along with the stable criminal rates every year. In
fact, security officers who specifically protect tourist sites have not been optimized. There
tourism agency has cooperated with the authorities to keep the security during certain
activities only. For the major events, including the Jlamprang Culture Festival and Batik
Nusantara Exhibition, the tourism agent cooperates with the police officers to keep the event’s
security.
The disturbing issue in Pekalongan tourism is the tidal flood. Tidal floods is destructive for
infrastructure and disrupt travel comfort. However, the government has an alternatives to
overcome these problems, to save the existing tourist destinations. The local government
obtained financial support from the provincial government to overcome the tidal flood by
installing piles around the north coast. The such flood has damaged the existing tourist
infrastructure around the coast, such as roads, toilets, parks, and sanitation. Whereas to
achieve good halal tourism, this problem must be immediately solved.

Service
Lodging and restaurants are two significant aspects in tourism. Pekalongan has 3 sharia-
based hotels and the number still needs to be increased. Halal restaurants providing halal food
are quite easy to find in Pekalongan, because the major population is muslim. Unfortunately,
authorized institutions have not issued halal certificate for these culinary businesses. The city
government has not initiated to ask for halal certificates from the culinary entrepreneurs.
Regarding the completeness of accommodation, the numbers of sharia-based hotels need to be
increased. On the other side, the worship places and facilities supporting halal tourism are
sufficient, although they need improvement of the quality. It is an excellent action that the
Tourism Department completes the religious facilities at tourist destinations through the
Specific Allocation Fund (Dana Alokasi Khusus, DAK).
The aspects of developing of halal tourism in Pekalongan has already existed yet the
conditions and numbers need to be increased and completed.Satriana& Faridah [6] stated that
Indonesia has a great opportunity to develop halal tourism. This is supported by the increasing
number of Muslim tourists who travel to this country. This great opportunity is also achieved
by Pekalongan City. The challenges of developing halal tourism faced by Pekalongan City are
similar with Banjarmasin’s [24]. The realizing process of halal tourism cannot immediately
develop unless a genuine effort by all parties. This condition is different with Russia, where
halal tourism develops in line with the increasing number of Muslims in the country [1].
4. Conclusion

Pekalongan has complete tourist destinations and supporting facilities which can be used
as a capital for the development of halal tourism. In order to realize such tourism, the city
needs culture, history, community conditions, and creativity to be the main foundation.
Various tourism, including culture, shopping, religion, nature, events, and culinary are eligible
to be tourist destinations. Therefore, the support of the city government to realize it needs to
be optimized. Educational tourism of batik preservation needs to be managed more seriously
as the consequence of its most potential attraction for the foreigners in the future. Moreover,
Pekalongan has been known as the world's creative city. In order to become a halal tourism
destination, such as other successful places, the Pekalongan must provide adequate supporting
facilities and ensure the halal tourism ecosystem.
Pekalongan City needs to establish cooperation with various parties. First, establishing
cooperation with local governments to develop halal tourism program. This strengthening
effort is influential for not marketable area to realize it into halal tourism destination
independently. The city government cooperates with universities to conduct halal tourism
development research, the other institutions e.g. MUI to guarantee halal products, to conduct
halal tourism education to tourism actors and the public.

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