ASEAN countries are rich with natural resources and historical heritage. The high number of Muslim populations in ASEAN countries can be a potential revenue to promote Islamic tourism. This study aimed to examine the potential industry of Islamic tourism as an alternative revenue and it seeks to investigate the effective and efficient way in promoting Islamic tourism in ASEAN. There are many factors that promote Islamic tourism in ASEAN countries. Push and pull factors influence Muslim tourists is deciding which place they want to visit. Collaboration and coordination among ASEAN countries can enhance Islamic tourism in developing Islamic tourism which can provide economic benefit to enhance the countries’ revenue.
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