<![CDATA[This article analyzes the construction of halal tourism in Lombok as an intersection of religious symbols, destination branding, and Islamic ethical values amid contemporary commodification. Employing an interpretative qualitative approach, data were gathered through policy analysis, literature reviews, and field interviews with tourists, business operators, and local Sasak residents. The analysis integrates three theoretical frameworks: Brand Islam, Destination Branding, and Islamic Moral Economy. The findings indicate that while Lombok’s branding successfully enhanced domestic market salience, it exerts limited influence on foreign tourists who prioritize natural beauty over the halal label. At the grassroots level, many MSMEs view halal discourse as an administrative requirement irrelevant to daily practices, exposing a gap between formal regulations and local awareness. Conversely, local Sasak traditions like Begawe and Gawe Rapah manifest a substantial form of lived Islam, fostering social solidarity and harmony. This study concludes that the future of halal tourism in Lombok requires integrating representational branding, maqāṣid al-sharīʿah ethics, and local culture to prevent symbolic reductionism, moving toward an ethical, sustainable, and equitable tourism ecosystem.]]>
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