<![CDATA[Purpose – This study aims to develop a comprehensive business plan for TIBI Tours & Travel to diversify its services by developing non-religious international tourism packages. The research seeks to formulate a strategic diversification approach to overcome increasing competition in Hajj and Umrah services, mitigate the impact of the Umrah Backpacker phenomenon, and create new sustainable revenue streams. Design/Methodology/Approach – This study employs a descriptive research design with a qualitative approach using a Research and Development (R&D) framework. Data were collected through triangulation methods, including in-depth interviews, direct observations, and literature studies. The analysis focused on evaluating market opportunities, developing service concepts, and assessing investment feasibility. Findings – The findings indicate that a concentric diversification strategy through integrated tour packages to Japan and South Korea is feasible for implementation. The proposed packages include halal food services, star-rated accommodations, and Indonesian-speaking tour guides to meet the preferences of Indonesian travelers. The investment feasibility analysis for the 2026–2030 period using a 15% discount rate generates a positive Net Present Value (NPV) of IDR 38,808,016,141, indicating that the service development plan is financially viable and profitable. The strategy is expected to expand revenue sources, strengthen competitiveness, and support long-term business sustainability. Originality/Value – This study contributes practical insights into strategic business diversification in the tourism industry by demonstrating how a religious tourism-focused company can expand into international non-religious tourism markets. The integration of market opportunity analysis, service innovation, and financial feasibility assessment provides a strategic framework for tourism businesses facing regulatory changes and competitive pressures.]]>
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