Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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6.3 MFT – Products and Services Strategy Priorities
Based on this study’s extensive consumer survey, industry interviews, global MFT and general
travel market best practices, below are the recommended MFT market products and services
strategy priorities for OIC destinations:
Figure 20: Recommended MFT products and services priorities
1. Customer segment and themes prioritization:
Products and services for the Muslim-friendly tourism market are being shaped by the unique
Muslim travel market demographics and travel purpose/ motivation segments. Based on this
study’s research, and the customer segmentation opportunity analysis presented in the Section
#5, three priority Muslim traveler profiles are presented to focus on for product and services
development:
Profile #1: Young MuslimMillennials
 Age-group: 18-24
 Family life-stage: Single
 Income levels: Middle-class
 Geographic key source markets: MENA-GCC, MENA-Other, East Asia, West,
Central Asia
 Traveling with: Friends and/or family
 Key purpose of travel:
o Leisure – Sight-seeing focused
o Leisure – Heritage focused
o Leisure – Experiential (adventure/ voluntourism)