Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
4
Diagram: Muslim Traveler Journey (Survey-based insights)
MFT Products and Services trends: MFT products and services are starting to multiply and
diversify. New players have entered the MFT market adding to the global supply of MFT
products and services especially in the hotels and restaurants area. Additionally, new
product offerings have been created recently to accommodate Muslim travelers’ needs
including Muslim-friendly cruises, airlines and mobile travel applications.
 Hotel chains around the world have started to work on accommodating Muslim
travelers needs in an effort to enter the profitable MFT market. However, this is an
area where the lack of standardization and certification becomes very clear with
every hotel adopting its own standards of what is Muslim-friendly. Some hotels
provide only Halal food, while others offer in addition to that prayer rooms, gender
separated entertainment facilities and prayer rooms. Some hotels have also acquired
Halal certification from certification bodies.
 A growing number of cultural, entertainment and shopping venues and
recreational facilities in their bid to appeal to Muslim travelers needs have started
offering Halal food and prayer spaces. Additionally, some recreational facilities like
spas have begun to offer tailored services to Muslim travelers such as the gender-
segregated “Halal” spas.