Muslim Friendly Tourism (MFT):

Understanding the Supply and Demand Sides

In the OIC Member Countries

the Muslim leisure travel and the future opportunity. He further requested that stakeholders

make a concerted effort to address this growth prospects.

Zulkifly Md. Said, Director General of Islamic Tourism Centre, Malaysia commented that

hotels

and restaurants need to offer Halal food, and prayer rooms such as surau or masjid need to be in

proximity throughout the country. He further stated that industry players should step up efforts

to promote Muslim leisure tourism as the potential of the huge segment cannot be ignored. His

positive views are the results of the development which the country has witnessed.

Muslim leisure travel will remain the dominant market segment amongst all the types of

travel. Industry participants should focus on this area and explore ways in capturing the

opportunity.

Fawad Khan of Singapore Airlines based in Jeddah, Saudi Arabia mentioned that

for example

local Saudis prefer leisure travel to mainly Indonesia and other South East Asian countries. Bali is

a popular destination. Thailand is also a popular destination to some extent because of the

beaches. He further elaborated that the average length of travel is about one to two weeks. Saudis

prefer to have a point-to-point travel plan without any complications. They would visit a

maximum of two cities on the country. Preference is to travel to just one city and return back

home.

2.3.3 Business Travel

Business travel by Muslims is an emerging area

. It’s expected to grow rapidly over the next

five years. Business travels also covers meetings, incentives, conferences, and events (MICE)

which entails large groups, usually planned well in advance, brought together for a particular

purpose. Non-OIC destinations are leading for MICE market. Singapore, Hong Kong and United

Kingdom are a few countries which hold a number of business conferences. These countries

actively promote themselves to be the leading venue for MICE.

Among the OIC member states, UAE and Malaysia are leading MICE destinations. Zulkifly Md

Said, Director General of Islamic Tourism Centre Malaysia mentioned that the

number of Halal

conferences were held in the country but more work could be done in this area he commented.

The Indonesian Director for MICE and Special Interest Promotion - Rizki Handayani

commented that

the economic growth of Middle Eastern countries is very good and that they see

an opportunity for the MICE industry. Although development will not be immediate, the future for

this segment remains strong. However, there are a number of immediate challenges facing this

industry. Competition remains a key concern. He suggested that the industry must create its own

persona distinct from travel and tourism. Aim is of the industry provide good value for money to

stakeholders and others.

Indonesia Tour and Travel Agencies Association (ASITA) chairman - Asnawi Bahar commented

that

he has urged his government to provide certain assistance to this industry. He is of the

opinion of strong future growth and development of this market. He mentioned that proving

relevance and value is important. Indonesians traditionally have not focused in this segment.

Hence their experience is relatively limited as compared to neighboring countries.

Crescentrating (2015)