Halal tourism has become a visible part of the worldwide tourism industry, reflecting the constantly increasing mobility, purchasing power, and religiosity of Muslim travellers. Although the industry has been growing, the uniform application of halal tourism standards is still a question that is being pondered, and this draws attention to its attractiveness and visitor satisfaction. In response to this, the purpose of the research presented here is to explore the power of halal tourism standards to increase the attractiveness of a destination and the satisfaction of travellers in the Muslim category. In this study, a narrative review methodology was used to analyse and summarise existing literature concerning halal tourism standards, destination appeals, and visitor satisfaction. The results show several roles of halal tourism standards in enhancing destination attractiveness and visitor satisfaction among Muslim travellers, including: (a) significant positive impact of core halal attributes on destination attractiveness; (b) halal standards as a mediator for higher visitor satisfaction and loyalty; (c) enhanced inclusivity boosting competitiveness in non-Muslim-majority destinations; (d) moderating role of digital tools and certifications in amplifying satisfaction; and (e) link between halal standards, emotional attachment, and long-term destination loyalty.
In conclusion, this study highlights the critical role of halal tourism standards in enhancing destination attractiveness and visitor satisfaction among Muslim travellers. For future research, empirical studies examining traveller perceptions across different cultural and regulatory contexts are recommended, alongside longitudinal analyses exploring the long-term impact of halal standards on destination loyalty.