Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
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1.2.6 Supply side key themes (Travel & hospitality services and facility)
The key themes from the supply side are to be looked at from the perspective of the traveler’s
journey from home to the activity at the destination, based on the reasons and motivation for
travel (Demand side key themes). In order to capture all the relevant entities, the supply side
key themes are based on the CRaHFT model. Figure 15 outlines the CRaHFT model to be used
in the supply side key theme analysis.
Figure 15: CRaHFT Model – Supply side key themes
Source: CrescentRating (2015)
CRaHFT model or CrescentRating Halal friendly travel reference model is used to evaluate
destinations supply side key themes. The objective is to enable the destination to better
understand its current positioning in terms of the Muslim-friendliness of its offerings of hotels,
restaurants, shopping malls, transport, tourist attractions and the hospitality industry. This
reference model will act as a guide for the destination to map the total journey across the
services provided by the destinations. The reference model will help identify gaps and
weaknesses, which are impeding from becoming a Muslim-friendly tourist destination.
Key Guidelines for Supply side themes
The following table summarizes the key themes and the key guidelines based on the faith-
based needs and the demand side key themes.
Key Guidelines
Transport terminals
These include airports, railway stations, long distance bus terminals and cruise terminals.
Key services and facilities needed are:
1) Halal food services. They should be clearly identifiable as Halal outlets.
2) Separate male and female prayer facilities including wudhu facilities. In some OIC countries,
the wudhu facility and the prayer facility is not connected, which is an inconvenience for the
traveler. Ideally, they should be adjacent to each other.
3) Water friendly toilets