Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
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4.3 Implementing and streamlining the basic MFT related services
Halal food, prayer facilities and water friendly toilets are three basic faith based needs of
Muslim travelers. As for Halal Food, except in a few countries, there is no clear identification of
Halal food outlets in OIC member states. As such, there is no consistent way for Muslim
travelers to identify Halal food outlets across OIC member states. Prayer facilities are generally
available. However, cleanliness and upkeep needs consistency. The area of concern is also the
location of wudu facilities further away from the prayer room in some destinations. Water
friendly toilets are generally available. However, upkeep is not consistent. As for Airlines, there
is a concern among some Muslims that “Muslim Meal” (MOML) meals do not adequately define
what a Halal meal is. Further, only Saudia provides a prayer space onboard the plane. In order
to streamline these basic services, the following actions are recommended. Some of these
actions can be undertaken in close cooperation and coordination with SMIIC.
 Establish Halal certification system/body in OIC member states, where there is none
currently. Further, an OIC wide guideline for identification of Halal food
outlets/restaurants needs to be implemented.
 Issue guidelines on proper labelling of food at supermarkets and convenience stores to
clearly identify Halal food.
 Publish guidelines for the provisioning of prayer facilities, Halal food outlets and water
friendly toilets at Airports, Highway stops, hotels/resorts, attractions and other travel
services
 OIC (possibly through SMIIC or COMCEC) may take up the issue of “MOML” with IATA
4.4 Maximizing the inherent strengths of OIC member states
OIC member states have rich Islamic history, Islamic heritage and Islamic elements of
providing hospitality. These inherent strengths can be utilized to provide visitors a unique
experience. The countries which have important Islamic heritage in terms of heritage sites, art
and religious importance could do more to promote these destinations to the MFT segment.
The following actions are recommended in order to maximize this strength of OIC
destinations:
 Develop a plan to identify, develop and promote all potential Islamic heritage/historical
products. These include historic mosques, gardens, forts, monuments, landmarks,
museums, educational centers etc.
 Increasingly younger Muslim travelers are seeking to travel for Islamic education and
knowledge. By initiating educational programs/tours around the topic of heritage sites,
Islamic educational training programs, conferences and youth-centric educational
programs will further attract the younger Muslim travelers.
 Develop OIC wide guidelines for Mosque tours
 Develop programs to attract Muslim tourist both from OIC and non-OIC countries during
Ramadhan.
 Not many OIC destinations are targeting the Umrah market for stopovers. This could be
developed as a specific theme.
 In Islam, guests are welcomed and shown kindness regardless of whether they are
relatives, friends, neighbors or strangers. The sharing of food among Muslims is a very
important feature of their social life. This aspect could be built into local experience
“tourism product”.