ourism is a reciprocal sector in supporting the country's economy. The Indonesian Ministry of Tourism set an optimistic target to reach the number of tourist visits with a total of 20 million people in 2019. Lombok, NTB Province (West Nusa Tenggara), played an active role in achieving these targets with its achievements in Halal Tourism, namely by winning the Best Halal Tourism Destination 2015 and the World Halal Tourism Award 2016 nominations. Sembalun won the World Best Halal Honeymoon Destination category. However, branding of these destinations does not make Sembalun a tourist destination, therefore TGB (Tuan Guru Bajang) as the NTB Provincial Government instructs all activists and tourism actors, including the East Lombok Regency Government to compile and organize various strategic measures, one of the plans is by holding the Sembalun Honeymoon Festival event. The purpose of this study is to describe the planning process of holding the Sembalun Honeymoon Festival event in order to build the brand image of Halal Tourism Destination Lombok. This study uses a qualitative descriptive method, with data sources obtained through in-depth interviews and documentation study. The data was then reviewed by the Shone and Parry theory of Event Implementation Plans. Based on the data analysis, it can be concluded that the planning process of the Sembalun Honeymoon Festival event in order to build the brand image of Halal Tourism Destination Lombok is organized by the Ministry of Culture and Tourism through various stages. The Halal Tourism concept refers to the legal regulations, namely the Governor of NTB No.51 of 2015 and the NTB Provincial Regulation No. 2 of 2016 concerning Halal Tourism. The regulations explain that halal tourism is an activity of integrating tourism trips with regard to destination availability, services and tourism management which refers to the provisions of Islamic sharia-Islamic law. In the planning of Sembalun Honeymoon Festival, destinations are represented by the Lembah Sembalun Region as halal honeymoon destinations, facilities and services are indicated by the ease with which tourists find mosques and halal foods, and tourism management is illustrated by the establishment of cooperation in terms of certification and standardization of hotels, restaurants and homestays by MUI (Majelis Ulama Indonesia).