Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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 ‘Takaful’ based travel insurance services: With the increased awareness of
sharia-compliant financing and insurance, sharia-compliant travel insurance
products are expected to provide an area of new offerings for travelers. These
offerings can be encouraged to be provided for ‘Halal’ focused travel booking
websites or travel agencies.
 MFT focused global travel booking websites: There is an opportunity for MFT
‘Mature Market’ countries to develop Halal-focused online travel agencies (OTAs)
to take the Muslim share of mainstream OTAs such as Expedia and Agoda by
developing strong global brands.
5. Activities sector MFT product/service prioritization: Based on the analysis of the
study’s research findings, below are key product development prioritization
recommendations for the ‘Activities’ sector:
MFT ‘Progressing’ and ‘NewMarkets’ OIC Countries
 Prioritize MFT services at attractions/ shopping malls: Based on this study’s
research all attraction/ shopping venues should provide quality ‘prayer service/
facilities’.
 Develop and promote Islamic heritage sites: Islamic heritage sites are an
important attraction to many Muslim travelers. OIC countries should develop the
infrastructure and services offered at the sites as well as heavily promote them to
Muslim travelers. This includes training of tour guides on Islamic heritage sites.
MFT ‘Mature Markets ’ OIC Countries
 Develop family-friendly cultural entertainment: Indonesia plans to work with
choreographers to improve cultural performances. Other OIC countries should
focus on enhancing their folklore-based entertainment and adapt it so it is Muslim-
friendly.
 Branded Muslim-lifestyle festivals and theme-parks: Islamic themed
attractions (e.g. Islamic Botanical Garden in Sharjah UAE, or Islamic museums, or
parks) are being developed in UAE, Malaysia and other OIC countries. In Kuwait, an
Islamic heritage inspired comic-characters based theme park has been launched.
There is room for more creative ‘attraction’ products to be developed. As
mentioned earlier, an example would be a month long or a week long Muslim
lifestyle festival that would encompass modest fashion retailer promotions/ show,
Halal/ Islamic heritage cuisine, Nasheed shows, and MFT themed theater.
6. Transportation sector MFT product/service prioritization: Based on the analysis
of the study’s research findings, below are key product development prioritization
recommendations for the ‘Transportation’ sector:
MFT ‘Progressing’ and ‘NewMarket’ OIC Countries
 Prioritized MFT services at transportation venues: Based on this study’s
research all major tourist transportation venues such as airports, railway and bus