This study aims to determine the city branding of the Special Region of Yogyakarta in developing halal tourism in Yogyakarta. This type of research used in this study is qualitative with the description method. The sample in this study were 3 employees of the Yogyakarta tourism office. This study use purposive sampling technique, with the author's consideration. The primary data is from Yogyakarta tourism service employees, and the secondary data is from books and journals. Data were collected by conducting observations and interviews with Yogyakarta tourism service employees. The results show that the Yogyakarta Tourism Office has applied the principles of sharia on developing halal tourism. The work program of the tourism office are establishing places of worship in each tourist destination, providing separate toilets between men and women, requiring halal food accompanied by halal certificates, etc. Then the supporting factors in developing halal tourism are people's habits and government support. Then the inhibiting factor is the lack of public understanding related to halal tourism, halal tourism that is not publicized and the lack of socialization and coaching. Then the last strategy of the Department of Tourism in developing halal tourism is the promotion and continued development of halal tourism, socialization to the community and improving the quality of facilities and infrastructure as a strategy for developing halal tourism to meet the needs of Muslim tourists.