Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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stations provide quality ‘prayer service/ facilities,’ ‘bidet spray in toilets,’ as well as
credible ‘Halal’ food services.
MFT ‘Mature Markets ’ OIC Countries
 Innovative transit services: Beyond offering Halal food options and prayer
spaces, airports should consider other innovative offerings that are in line with the
trend of the airport as a destination, while at the same time accommodating Muslim
needs. For example, airports should consider offering gender segregated gyms, spa
services and sleeping pods.
6.4 MFT – Marketing Strategy Priorities
Based on this reports extensive consumer survey, industry interviews, global MFT and general
travel marketing best practices, below are the recommended MFT marketing strategy priorities
for OIC destinations:
Figure 21: Recommended MFT marketing priorities
1. MFT market promotion activity prioritization: Based on the analysis of the study’s
research findings, below are key promotion mix prioritization areas for MFT services:
MFT ‘Progressing’ and ‘NewMarkets’ OIC Countries
General digital promotions: Given the prominence of ‘online promotions’ and
‘social media,’ as highlighted by the Study survey, it is critical to develop a very
strong digital promotions strategy and activities to effectively promote MFT
services. Digital promotions can include social media contests. For example in
Ramadan of 2016, the Islamic Tourism Center of Malaysia (ITC) launched an
Instagram competition that invited their followers to post a Ramadan-related photo