Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
104
 Guidebooks and brochures such as “Halal Check-in Thailand”
TAT produced a number of guidebooks and brochures tailored to Muslim tourists. Halal
Check-in Thailand is one of those guidebooks that contain a list of mosques, Halal certified
restaurants, Muslim-friendly hotels, shopping malls and attractions that include a prayer
room.
 Discover Thainess Campaign
TAT Dubai and Middle East Office a “Discover Thainess” campaign, specifically targeted at
Middle East tourists, which includes “Thai Experience”, “Thai Way of Life” and “Thai Culture”.
In 2015 the TAT Dubai and Middle East Office conducted a series of road shows in Kuwait,
Qatar and Bahrain as part of its promotional strategy to focus on niche segments; such as,
Health and Wellness, Green Tourism, Gastronomy Tourism, and Shopping.270
 Marketing Partnership with Etihad Airways
The Tourism Authority of Thailand (TAT) and Etihad Airways, the national airline of the
United Arab Emirates, launched a marketing partnership designed to attract more visitors to
Thailand. Under the new agreement, the Abu Dhabi-based airline and TAT will jointly
promote travel to Thailand from priority markets including Belgium, France, Germany, Iran,
Ireland, Italy, Kuwait, South Africa, Spain, Switzerland, UAE, and UK. 271
 Krabi Halal and Muslim-friendly Business Club
The Krabi SME business community serving Muslim tourists is collaborating to promote their
services.
The Krabi Halal Muslim-friendly Club, which consists of hotels, restaurants, tour companies, is
preparing to launch a website that includes joint promotions and special offers for their
members. They also plan to support charity projects in Krabi.272
Also in Krabi, the local tourism fraternity works with the Tourism Authority of Thailand to
hold annual travel trade shows where the invited buyers are usually from the neighboring
Muslim-majority countries of Indonesia and Malaysia. 273
6. Distribution
Distribution tends to be through OTAs (online travel agencies), travel agents as well as
directly through supplier. Most of the new business coming into Thailand from neighboring
countries, such as Indonesia, is handled by tour operators with fixed packages.274
For Atoning Princeville Resort and Spa, OTAs account for 60% of their sales, while travel
agents account for 10%, 20% of sales are generated from the resort’s website, and 10%
through word of mouth.
270 “Discover Thainess tourism campaign is Muslim-friendly.” 7 May 2015. Web.
271 “TAT-Etihad airways launched marketing partnership at Expo Milano. 23 July2015. Web..
272 Nattapat Kittayapison, Interview. March, 2016.
273 Imtiaz Muqbil, Interview. April, 2016.
274 Ibid.