Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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5. All food at facility to be credibly Halal
6. Qibla direction in rooms
7. Family friendly entertainment shows
MFT ‘Mature Markets ’ OIC Countries
In addition to strengthening above MFT services, MFT ‘Mature Markets’ should look to support
develop following accommodation services:
 Vacation resorts and beach resorts: Muslim-friendly travel needs at beach and
other vacation resorts for the Muslim friendly travel market.
 Muslim-friendly home sharing: Similar to Airbnb, HomeAway and other home
sharing platforms, there is an opportunity to develop a platform focused on sharing
homes that accommodate the needs of Muslim guests. The homes would be either
owned by Muslims or by owners who have been trained on the requirements of
Muslim guests. The homes should include prayer mats, indicate the direction of the
Qibla and be free of alcohol. Hosts should be able to inform guests of the location of
the closest mosque as well as of Halal restaurants in the area, as well as point out
any Muslim heritage sites. is a newly launched Muslim-
focused home sharing platform. However, in order for it – as well as others – to
succeed, the platform needs to include a large inventory of homes available globally
to Muslim tourists, as well as ensure the standardization of services offered.
 Muslim-focused concierge apps: Many hotels offer their guests concierge apps
that include useful information and tips, and in some instances incorporate
customer service capabilities of answering guest questions. For example, Marriott
offers customized tips to its Chinese guests via WeChat. There is an opportunity for
hotels to develop apps tailored to their Muslim guests that provide information on
prayer times, nearby mosques, any Halal food services offered at the hotel, as well
as a list of Halal food restaurants in the area. It would also provide information on
nearby heritage sites. This app would allow mainstream hotels to discreetly
accommodate the needs of its Muslim guests and make them feel welcomed
without alienating other guests.
 Culturally themed hotels: Similar to the aboriginal-themed hotel in Vancouver,
there is an opportunity for hotels to differentiate themselves by focusing on
Islamic themes. For example, a hotel in Spain could feature Andalucian-themed
Islamic architecture and feature Islamic art. One example of a Muslim-friendly
culturally themed hotel is Shaza Hotels in the GCC, which features an Arabian
theme and focuses on Arabian hospitality as a differentiating element.
3. Food and Beverage sector MFT product/service prioritization: Based on the
analysis of the study’s research findings, below are key product development
prioritization recommendations for ‘Food services’ sector: