Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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articulated within the Government tourism agency to build and support a MFT market
strategy initiative. Initial local tourism industry champions and supporters should also
be identified and engaged.
2. Establish a dedicated MFT body/committee: As is evident by leading MFT markets,
a dedicated national body needs to be established to ensure a sustained and coordinated
realization of becoming an attractive MFT market and to realize real tourism growth
through it. For countries in early phase of evaluating this opportunity, a 1-2 year
working committee can be established to build momentum before committing to a
dedicated government MFT body.
3. Develop and drive MFT market growth strategy: The dedicated government
initiated body or committee should develop and drive a national MFT products/services
and marketing development strategy and initiatives. Key elements of the strategy
should include:
a. In coordination with national tourism body, set MFT tourism growth targets as part
of national tourism growth targets
b. Identify and prioritize domestic destinations for MFT market
c. Identify and prioritize source MFT market and prepare a MFT market profile based
on this prioritization
d. Plan and facilitate MFT products and services development for the industry (See
recommendation #3)
e. Plan and facilitate MFT marketing strategy development for the industry (See
recommendation #4)
f. Engage with key tourism sub-sectors on effective products/services and marketing
strategies (See recommendation #5)
6.2 Developing Public Policies and Support Initiatives
Government led key MFT policies and initiatives are needed to facilitate effective MFT
product/services development and growth. Following are key Government led policies and
initiatives recommendations around five key areas:
1. Government policies:
MFT ‘Progressing’ and ‘NewMarket’ OIC Countries
 Halal food and travel services compliance ecosystem: Given the criticality of Halal
food services credibility for Muslim tourists, the foremost priority for ‘Progressing’
and ‘New Market’ OIC countries should be to ensure a clear Halal food compliance
communication exists for Muslim tourists. To this goal, the Ministry or designated
body should coordinate with the national food certification and accreditation
bodies to oversee the state of Halal food compliance across its food services value-
chain and drive recommendations.
In addition, given that Halal rating and certification services for hotels and
restaurants was the top new service needs selected by this study’s survey
respondents, Government entities should look to adopt Halal travel standards and