Destination Branding Strategies of Kuta Mandalika, Lombokas a World-Class Halal Tourism Destination

Abstract

This research analyzes the destination branding strategies of Kuta Mandalika, Lombok as a world-class halal tourism destination. The type of this research is a qualitative case study approach, data were collected through library research and secondary sources, and analyzed using the Miles and Huberman model. The findings show that Mandalika's branding is built through five main strategies such as competitive identity and destination positioning, halal tourism identity integration, digital branding, stakeholder collaboration, and global competitiveness. Among these, stakeholder collaboration is the most dominant factor in strengthening destination branding. Digital branding plays a key role in increasing global visibility, while competitive identity enhances destination differentiation. Halal tourism identity is applied in an inclusive way by emphasizing universal values ​​such as cleanliness and hospitality. Global competitiveness is still developing and requires stronger international positioning and more consistent branding strategies.