Banjarmasin City is well-known as Kota Seribu Sungai (a city with thousand of rivers). The city also has the potential for halal tourism, and the development of halal tourism will certainly benefit regional development and the economy. This study aims to identify internal and external factors affecting halal tourism and strategies for developing halal tourism after the Covid-19 pandemic. This study was qualitative research employing a survey and field study. The study sites were the halal tourism areas in Banjarmasin City, namely the riverbanks of the Martapura River and the Kuin River. The informants included the Head of the Culture, Youth, Sports, and Tourism Office, the managers of halal tourism objects, and the local people. Data were analyzed using the SOAR method consisting of five stages: initiate, inquiry, imagine, innovate, and inspire to implement. Findings confirm the internal and external factors and strategies for developing halal tourism in Banjarmasin City. The results are expected to contribute to policy direction and build community participation in developing halal tourism in Banjarmasin City.