Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
5
 The number of Muslim-friendly and Halal certified restaurants is on the rise in
many countries. There is still a variety in terms of the level of Shariah compliance of
Muslim-friendly restaurants; some may only offer some Halal options while others
may have Halal only food prepared in Halal certified kitchens.
 The travel services segment has expanded and adapted itself to Muslim travelers’
needs whether in terms of mainstream providers adding Muslim-friendly services to
their range of services or new service providers tackling specifically the MFT market.
Both government agencies and the private sector have put their mark on the MFT
travel services segment especially in terms of developing travel websites and mobile
apps.
 The transportation segment has been increasingly adapting itself to Muslim
travelers’ needs whether in terms of mainstream providers instituting minor changes
like providing Halal meals at airports, onboard flights and cruises, or in terms of
specialized MFT services providers seeking to provide a more tailored product as in
banning alcohol onboard flights and cruises and providing Shariah compliant
entertainment. Many destinations are making their airports Muslim-friendly by
providing prayer areas and washrooms as well as providing halal food options.
 Muslim-friendly cruises are some of the more recent product offerings in the MFT
market. While some mainstream tourism providers try to accommodate Muslim
travelers’ basic needs in terms of Halal food, a number of companies have started to
offer cruises that provide other services besides Halal food such as segregated
entertainment areas and prayer space in addition to banning alcohol and gambling.
There is a vast variance between OIC countries in terms of development of MFT products and
services. While the development of MFT products and services among OIC countries can be
described as unequal, a number of OIC countries have taken the lead on the MFT global scene
including Turkey, Malaysia, United Arab Emirates among others. The MFT products and
services in OIC include;
 An abundance of Halal dining options in OIC countries whether in terms of local food
outlets or international chains which are using Halal components for their operations
in OIC countries. However, the process of Halal certification for restaurants in many
OIC countries is lagging behind and varying standards are being used in the
application of certification.
 Muslim-friendly accommodation options are still low across the OIC countries and
show great variance in the level of services offered to Muslims. While some hotels
offer a basic level of MFT services namely providing Halal food options, other hotels
offer prayer rooms, separate recreation facilities for females and males as well have
their staff wear a modest uniform.
 While Halal food is available throughout the transportation sector, there is a variation
in how industry players cater to the rest of Muslim traveler needs. OIC countries
airlines offer Halal food options on board and in many cases serve only Halal meals,
some prohibit alcohol and air pre-recorded Muslim supplications during takeoff.
Across OIC Countries, most transportation facilities offer Halal food and prayer areas
for Muslim travelers.