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Purpose This paper aims to find out what causes differences in understanding the concept of halal tourism between the government and stakeholders, which results in the slow development of halal tourism and the emergence of doubts for stakeholders who want to be part of halal tourism in Bandung. Design/methodology/approach This study used a qualitative research method, and then the results presented the Fishbone Diagram (Cause and Effect) of halal tourism concept in the City of Bandung. A case study approach is in accordance with the Bandung City branding as the halal tourism destination in Indonesia. The informants are the halal tourism stakeholders, consumers, the government and the tourism community. Findings Even though the level of Muslim tourist's arrival in Bandung has always been increasing, what was proclaimed by the government is unclear related to the halal tourism concept. The ambiguity of the halal tourism concept spread in Bandung impacts the absence of clear standardization of supporting facilities and accommodation and the emergence of anxiety and mistrust of stakeholders in applying the halal concept into their tourism business in Bandung. Research limitations/implications This study was only conducted in Bandung City, Indonesia; hence, it lacks generality. Accordingly, future studies can expand to several potential halal tourism cities in Indonesia and halal tourists outside Bandung as informants. Originality/value To the best of the authors’ knowledge, this is the first practical paper that provides a detailed and comprehensive description of the different concepts of halal tourism in the city of Bandung.