Halal tourism in Indonesia has a higher economic potential as a source of state budget revenue. As is the case in East Java Province, where several tourist destinations in East Java have established Halal tourism programs. So that tourist visits in East Java Province continue to increase, so halal tourism has strong development prospects.This research aims to identify the potential of halal tourism and develop halal tourism in East Java through the concept of smart tourism. The method used in this study is a descriptive method with a qualitative approach. The results showed that East Java has the second largest population in Indonesia after West Java, with more boarding schools than West Java. Several tourist villages in East Java Province were even included in the award nominations organized by the Ministry of Tourism and Creative Economy. This shows that the tourism potential of craft villages in East Java is very large. Then to develop halal tourism in East Java can apply elements of family-friendly destination development, Muslim-friendly facilities and services, halal awareness, and other programs such as destination marketing that can be stimulated by utilizing the concept of smart tourism that builds elements of informativeness, interactivity accessibility, and personalization for Muslim tourists.
Keywords: halal tourism; smart tourism; Jawa Timur