Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
126
Cultural entertainment is popular in many countries such as Indonesia’s folk dances and Turkey’s
whirling dervishes’ performances. Countries may need to adapt performances some
performances to suit Muslim sensibilities.
Travel themes. Many of the travel themes that are rising in popularity with the mainstream
travel market, are still uncommon in the MFT market, with few companies offering adventure
travel, ecotourism or voluntourism.
5.5 MFT Marketing Gaps and Opportunities
Table 16: Marketing Gaps and Opportunities
Sector Global Initiatives MFT Initiatives Gaps/Opportunities
Traditional
Advertising
 Brochures
 Print ads
 Direct Mail
 Integrated campaigns
 Brochures
 Visitor guides
 Print ads
 Direct Mail
 Integrated
campaigns
 Digital advertising
 Visitor guides   ʘ
 Innovative integrated
campaigns that combine both
traditional and digital
advertising   ʘ
Digital Promotion  SEO
 Email marketing
 Social media
marketing
 Mobile marketing
 E-brochures
 Marketing videos
 Virtual Reality
 SEO
 Email marketing
 Social media
marketing
 Mobile marketing
 E-brochures
 Marketing videos
 Halal apps
 Online visitor guides   ʘ
 Vblogging  ʘ
 Mobile marketing  ʘ
 Marketing videos and
YouTube ads  ʘ
 Virtual Reality
 Halal apps  ʘ
Public Relations  Press releases
 Trade Shows
 Fam trips
 Sales missions
 Influencer
campaigns/brand
ambassadors
 Press releases
 Trade Shows
 Fam trips
 Sales missions
 Influencer campaigns  ʘ
 Fam trips  ʘ
 Trade shows  ʘ
 Press releases  ʘ
Sales Promotion  Cross promotions
 Contests
 Trade shows
 Discounts
 Cross promotions
 Contests
 Trade shows
 Discounts
 Cross promotions with
other ‘Halal’ economy
sectors   ʘ
 Contests  ʘ
 Trade shows  ʘ
 Discounts  ʘ
 Integrated
Campaigns
 Social media Contests
 Print
 TV Commercials
 Social media
Contests
 Print
 Integrated offline and social
media campaigns  ʘ
 Social media influencer
contests  ʘ
 Cluster marketing ʘ
 Distribution  OTAs
 Travel agencies
 Provider websites
 OTAs (mainstream
and Muslim-
dedicated)
 Travel agencies
 Provider websites
 MFT OTAs should increase
consumer awareness to
distribution to MFT OTAs 
