Indonesia is witnessing a promising transformation in tourism with the emergence of community-based halal tourism powered by digital technologies. Benteng Tourism Village (BTV), a rapidly developing agro-educational tourist village in West Java, exemplifies the future of sustainable tourism that benefits local communities while respecting cultural and religious values.
Strong Community Roots and Natural Assets Boost BTV’s Appeal
BTV draws visitors with its unique blend of educational agro-tourism attractions including biofloc fish farming, traditional batik workshops, cassava and soybean food diversification, and serene river tubing. It sits amidst vast agricultural land, fostering an immersive environment where tourists interact directly with local production and culture. These elements, alongside the village’s ethnic diversity and harmonious community, make BTV a standout halal tourism destination.
Approximately 379 tourists visit BTV annually, with large numbers being students and families eager to connect with eco-friendly and educational travel experiences. Visitors rate the village highly on attractions and accessibility but note amenities require significant improvement (see Table 1).
Table 1. BTV Tourist Experience Summary
| Indicator | Average Score | Visitor Impression | Percentage (%) |
|---|---|---|---|
| Attraction | 3.23 / 5 | Excellent | 35 |
| Accessibility | 3.54 / 5 | Very Good | 47 |
| Amenities | 2.55 / 5 | Average | 15.5 |
| Ancillary Services | 3.22 / 5 | Poor (Needs Improvements) | 2.5 (combined) |
Source: Visitor survey, Benteng Tourism Village
Digitalization and Community Involvement: The Twin Engines for Growth
Despite natural beauty and strong local cultural assets, BTV faces challenges such as low tourist arrival rates, expensive tour packages, and limited promotional efforts. Critically, digital illiteracy among village managers and lack of integrated digital marketing curtail broader awareness and visitor engagement.
Recognizing this, BTV has adopted aggressive growth strategies centered on expanding digital presence via social media marketing, digital literacy training, and the use of information technology to streamline visitor services, including online booking and halal certification information.
A SWOT analysis reveals strengths such as vibrant MSME products, government and community support, and unique tourism offerings. Opportunities lie in rising public interest in rural tourism and advances in digital promotion. However, barriers include lack of halal tourism regulation, poor infrastructure, and competition from other destinations.
Table 2. SWOT Strategic Priorities for BTV Development
| Strategy Category | Actions |
|---|---|
| Strengths-Opportunities | Expand digital marketing; engage community; enhance facilities; leverage CSR funding |
| Weaknesses-Threats | Improve tour packages; infrastructure upgrades; negotiate local regulation on halal tourism |
| Strengths-Threats | Collaborate with government; promote halal certification; diversify attractions |
| Weaknesses-Opportunities | Increase variety in attractions; competitive pricing; partnership expansion |
Source: SWOT Analysis, Benteng Tourism Village Study
Government Support and Future Outlook
The study underscores the necessity for government policies to support halal tourism, including clear regulations and infrastructure development. Furthermore, collaborations between local authorities, MSMEs, academia, and communities are critical to realize the full potential of BTV as a sustainable, inclusive halal tourism model.
Digital transformation is pivotal for boosting competitiveness, allowing BTV to reach a global Muslim audience while also appealing to non-Muslim travelers interested in ethical, culturally rich tourism. The study highlights BTV’s role in contributing to Indonesia’s economic growth, social cohesion, and environmental sustainability.
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