83 5. Turismo Halal o la Religión versus el Marketing Pilar Sánchez González pilars@gamonpumareta.es Gamón Pumareta M.ª Carmen de la Orden de la Cruz carmen.delaorden@urjc.es Universidad Rey Juan Carlos Carmelo Mercado Idoeta carmelo.mercado@urjc.es Universidad Rey Juan Carlos Abstract At present, we are talking about Marketing in search of new strategies, to be more competitive, to microsegment, to perform actions of one to one and be- come entrepreneurs in search of new markets. Our country is the fourth glo- bal potential in reception of tourists, we are preceded by France, the United States, and China. If we want to be competittive and climb some posts in that ranking, we should bet on the innovation, the diferentiation in the ofer and the search for an excellent service with the goal of achieving the loyalty neces- sary to become the best. We have structure, history, resources, and climato- logy. We only lack the development of diferentiating strategies. Our chapter analyzes a relationship by the candle, the Religion versus the Markeitng, especia- lly Islam and Marketing. hat is to say, tourism Halal as business opportunity. Key words Religion, Islam, diferentiation, glocalization, Tourism Halal. Resumen En la actualidad, en Marketing hablamos de búsqueda de nuevas estrategias, de ser más competitivos, de microsegmentar, de acciones one to one y de ser emprendedores en la búsqueda de nuevos mercados. Nuestro país es la cuarta