The purpose of this research is to analyze the development and strategy of halal tourism in Malaysia. This research approach is descriptive qualitative. The object of this research is Malaysia. The main data source of this research is information on the results of literature and documentaries on the development of Malaysian halal tourism. Data collection methods in this study include interviews and documentation. The validity of this research data uses source triangulation. The data analysis technique used in this study is an interactive method. The results of this study concluded that Malaysia's halal tourism has proven to be ranked first in the Global Muslim Travel Index. Malaysia as one of the countries in ASEAN is considered successful in utilizing halal tourism. The key factor for Muslim tourists choosing halal tourist destinations in Malaysia is that the destinations are Muslim-friendly. There are three potential strengths for Malaysia in developing halal tourism in Malaysia. First, the potential wealth and diversity of national tourism resources. Second, the attention and positive attitude of the Malaysian people towards the development of halal tourism. Third, Malaysia's position as a destination country for halal tourism investment. The strategy that has been carried out by Malaysia to advance halal tourism destinations in the country is first, promotion and marketing, including brand building, communication strategy, and sales. Second, the development of destinations consisting of attractions, construction of facilities, and access to supporting locations. Third, institutions, entrepreneurs, industry players, and training workshops.