Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
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 Discovering Islamic Heritage and Muslim History: Traveling with the purpose of
exploring Islamic/Muslim Heritage. This is growing due to the increasing interest
among young Muslims to re-discover Islamic History. This is one of the key areas that
OIC member states can tap into. This is also now positioned as educational trips with
religious scholars accompanying the groups.
 Adventure seekers: Muslim adventure travelers and thrill seekers are still a small
segment of the Muslim travel market, but could grow due to the younger Muslim
population.
 Local cultural Experience: This includes traveling for community service, stays in
local traditional housing, and cultural activities unique to a destination.
The preferences of Muslim travelers on the above motivations differ based on the region they
come from and their demographic.
c) Business Travel
Another key theme in the MFT scope is the segment that travels for business. With the majority
of Muslim tourists representing growing economies and cash-rich regions such as GCC, there is
a segment which is in search for investments and business ties across the world. Availability of
business opportunities, especially in developing countries, attracts a large number of business
travelers. This segment has also seen growth due to the MICE (Meetings, Incentives,
Conferences and Events) sector. Most large travel agents in the GCC countries now have a
separate division for MICE.
d) Healthcare Travel
Healthcare travel refers to people traveling to another country for the purpose of obtaining
medical treatment in that country. The terms medical tourism or health tourism are also used
to refer to this segment. Muslim majority countries with aging populations are becoming
attractive markets for healthcare travel. The growth of the Halal pharmaceutical industry and
its awareness will also contribute to the further growth of the segment traveling for Medicare
purposes.
From a Muslim friendly healthcare perspective, it is about providing services and facilities,
which are Muslim friendly at hospitals and other healthcare services. As for medications, while
Islam allows for the consumption of non-halal items in matters of life and death, some hospital
are looking at providing porcine free products. For example, insulin is usually bovine or
porcine based, but KPJ Healthcare, one of the three main hospital groups in Malaysia, offers
halal options.
1.2.5 Framework for developing Muslim traveler profiles
Although Muslim travelers do have strong shared values, especially when it comes to faith-
based needs, destinations still need to take into account the rich diversity of Muslims from
across the world when targeting this segment. The following are 6 main dimensions to look at
when developing Muslim traveler profiles/personas in the leisure segment:
Demographics: 1. Outbound market, 2. Travel Group/Age, 3. Budget
Behavior: 4. Travel motivation/reasons, 5. Research & Trip planning, 6. Faith-based needs