Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
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e) Travel agents/Tour operators
Not many inbound tour operators have been focusing on the MFT market.
f) Human capital
In Tunisia, there is an awareness and knowledge on how to cater towards to the Muslim
traveler due to it being a Muslim country. However, there are no structured programs to
educate the industry and hospitality staff on the MFT market.
g) Destinations
Tunisia is a preferred travel destination by Muslims because of the following reasons;
 Very friendly and courteously people
 High Muslim-friendly services and facilities available
 Great halal dining
A new tourism plan unveiled in 2014 calls for promoting Tunisia as a new beach destination
and targeting new markets - notably the Persian Gulf and Asian countries - while keeping a
focus on the traditional European market. In addition, the plan involves developing Muslim
friendly facilities. Also there would be a change in priorities, variation of the tourism product
and the use of new technologies in marketing.
The Tunisian government recognizes that the tourist industry has far to go on the road to
recovery. Officials have assured the sector that marketing campaigns aimed at promoting
Tunisia's new image would help bring back tourists. They remain committed in developing the
Muslim friendly facilities towards attracting more Muslim tourist.
Jamel Gamra Minister of Tourism Tunisia said that the main tourist markets were Europe and
Arab countries. The key tourist attractions were beech holiday and cultural sightseeing, dessert
adventure and health and wellness. He is keen in actively promoting an adventure holiday to the
tourist from the GCC countries. The promotion needs to feature the difference the Muslim tourist
will experience and would not be available in their country.
Strengths and challenges for the Tunisia’s MFT segment
Tunisia’s tourism products are mainly based on its beaches and beach resorts. It is positioned
as a sun and sea destination. Tunisia has, nonetheless, a lot more to offer in terms of culture,
ecotourism, health & wellness, and even golf tourism, all of which could target Muslim visitors.
However, the recent violent incidents at, or close to, tourist hotspots has made it a huge
challenge to grow the tourism market in general and MFT in particular in Tunisia. The majority
of country's population are Muslims. Hence it has a good foundation and great potential for
Muslim friendly services infrastructure as well as Halal awareness.