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This research is conducted to analyze the perspective of halal tourism development in Jakarta by using city branding theory from Kavaratzis. By using Kavaratzis theory, variable used were Landscape strategy, City behavior, Organizational structure and Infrastructure. The problem is Jakarta as one of city that is prepared and developed by Indonesia Government as halal tourism destination in Indonesia cannot attract more Muslim tourists to visit Jakarta. By August 2018, most foreign visitors that came to Jakarta is tourists from non-Muslim countries. It means, Jakarta need new city branding strategy in order to be successful in developing halal tourism and also attract more Muslim tourists both local and international. This research was used quantitative research, descriptive method and using multiple regression analysis. A total of 155 respondents were collected from the population using purposive and non-probability sampling. Result of the analysis found that the adjusted R square is 58.3% could be explained by all the variable, whereas the remaining 41.7% of the development of halal tourism is influenced by other variables that was not developed in this research. Furthermore, the result from four independent variables, city behavior, organizational structure and infrastructure have a significant influence towards the development of halal tourism in Jakarta.