Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
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options at a destination is “very important”
when choosing a holiday destination. Muslim
travelers’ eagerness to explore new
experiences and destinations, coupled with
increased awareness of faith-based needs, is
now driving the global demand for Muslim
friendly tourism products and services.
Terminology, Segmentation and
Conceptual Framework of MFT
As the growth of the Muslim travel market is
a new phenomenon, many different
terminology and definitions have been used
to refer to this market segment by academics,
media and other organizations. A review of
the different terminology that has been used,
as well as the recommended usage of terms
based on the study analysis, is discussed in Chapter 1. In this study, the terms “Muslim Friendly
Tourism” (MFT) and “Halal Tourism” will be used to refer to the same definition as described
here.
The global Muslim travel market is not homogeneous. As such, a segmentation based on needs
as well as a framework to develop Muslim traveler profiles/personas is presented in Chapter 1.
The resultant “Conceptual Framework for MFT” (CFM) serves to facilitate execution of strategy
by OIC member states to develop this segment. The CFM is based on the following 3 main
components as shown below in Figure 2.
Figure 2: Conceptual Framework for MFT Overview
Source: CrescentRating (2015)
Objective of the Study and Methodology
MFT offers a huge opportunity for OIC member states; to increase both intra-OIC travel as well
as inbound travel from non-OIC markets. This study examines the current status regarding the
demand and supply side of MFT in the member states and provides a framework and
recommendations for developing MFT in the OIC member states. Both primary and secondary
DEFINITION
Muslim Friendly Tourism
Or Halal Tourism
“Muslim travelers who do not wish to
compromise their basic faith-based needs
while traveling for a purpose, which is
permissible”
or it can also be defined as
“Halal conscious travelers, traveling for
any purpose, which is Halal (permissible)”