Since 1985, Malaysia has become a popular tourist destination and experienced consistent annual growth in foreign tourist. In parallel with the growth of Islamic tourism destinations, this study views Pondok Warga Emas (senior homes) (PWE) as a business opportunity for Islamic tourism in Malaysia. PWE has been increasing in number and demand, which leads to the question: to what extent can PWE become an Islamic tourism destination in Malaysia? What are the potential needs and readiness level of PWE? This study thus identifies the needs and assesses the readiness of PWE as an Islamic tourism destination in Malaysia. A qualitative approach is employed and data are obtained through in-depth interviews with the management of PWE and travel agencies that are randomly chosen from Selangor, Kelantan, Kedah, Johor and Perak. The collected information is analyzed using content and framing analysis. The needs are found to be emphasized on shariah compliance, tour packages and Islamic tourism itself, while the readiness refers to the content, fees, authority/monitoring and use of social media for marketing purposes. A further examination is suggested to include foreign tourists and publics on the potential marketability of PWE as an Islamic tourism destination in Malaysia.

Malaysia is recognized as the Halal Hub in the region of Asia and a leader in the world’s Halal industry. As a progressive Muslim country with consistent economic development and growth rate as well as political and social stability. As announced by Malaysian Minister of International trade and Industry in 2017, one of the pertinent issues that must be addressed by the country if it wishes to achieve global halal hub status by 2020 is sustainability. In order to achieve the sustainability, the study wishes, 1) to identify the negotiation parameters of interest among halal talents in Malaysia; and 2) to identify the negotiation parameter of needs among halal talents in Malaysia. A qualitative approach is employed through a depth interview with five halal experts representing industries, authority, academicians and non-governmental organization (NGO). The findings reveal an emphasis on the parameter of needs have been negotiated more than the interests in halal sustainability framework for halal talents in Malaysia. It is suggested that the halal industries should give priorities to the needs of halal talents in terms of wages, promotion and trainings respectively. Keywords: Negotiation, Interests, Needs, Halal, Talents, Sustainability