Eco-Halal Tourism as ASEAN Soft Power: Insights from Central Sulawesi

Halal tourism has become a dynamic force in Southeast Asia, func-tioning not only as an economic catalyst but also as a medium for cultural diplo-macy and regional identity formation. While prior scholarship has predominantly examined established destinations such as Lombok, Langkawi, and Kuala Lum-pur, less attention has been given to the role of eco-halal tourism in advancing ASEAN’s soft power and sustainability agenda. This study explores Paisupok Lake in Central Sulawesi, Indonesia, as a peripheral, community-based destina-tion that integrates eco-halal glamping, circular economy practices, and communi-ty empowerment. Employing a mixed-methods approach including visitor sur-veys, stakeholder interviews, and analysis of policy documents. The research demonstrates how halal-compliant services, community participation, and conser-vation-oriented practices align with the objectives of the ASEAN Tourism Strate-gic Plan (2016-2025) and the ASEAN Socio-Cultural Community framework. The findings reveal that eco-halal tourism in peripheral destinations strengthens local economic resilience while simultaneously enhancing ASEAN’s cultural di-plomacy by projecting inclusivity, sustainability, and cultural distinctiveness. The paper concludes that eco-halal tourism should be conceptualized not merely as a niche segment but as a strategic instrument of ASEAN’s soft power, contributing to regional identity, climate adaptation efforts, and global visibility.