Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
8
presence of Halal food options is the most important criteria with 95% of the
respondents (67% ‘Extremely important.) Similar responses for restaurants in general
and travel transit facilities such as airports, malls, etc.
 A young Muslim traveler profile provides most relevant opportunity demographic
segments. The most prominent age segment for MFT market would be the ‘Millennial’
age segment of 18-34. In addition, young Gen X Muslim families with children (age 35-
44) would be the other most important segment, especially for the luxury segment but
also for the middle-class market segment.
 Led by ‘Leisure’, purpose of travel also has other viable segments as well: In
comparison to global travel purposes according to the UNWTO in 2014, the Muslim
traveller purpose of travel are unique in some ways. While both surveys are not an exact
comparison, nevertheless, leisure topped the list for both (53% in the UNWTO study and
62% in the MFT study survey), however, VFR i.e. visiting friends and relatives (54%),
religious travel (32%), business (21%) and education (16%) seem to standout much
more distinctly as opportunities in the MFT market. In the UNWTO study, VFR, health
and religion are lumped together and account for only 27% of travel purposes while
business purposes accounted for 14%.
 Key areas of public policy gaps and opportunities identified are as follows:
o In the area of Government policies; implementing Halal regulation/compliance,
establishing MFT national body/committee, easing visa policies, and providing
subsidies.
o In the area of Government-led destination marketing policies; developing brand
identity, promoting/supporting marketing campaigns, launching joint promotions
with airlines, creating innovative initiatives (e.g. Muslim lifestyle festival), and
developing aggregate promotions.
o In the area of bilateral cooperation; developing bilateral tourism agreements,
organizing technical knowledge exchange, and creating joint promotion for
destinations.
o In the area of global cooperation; engaging in Halal standards development and
Islamic economy’ global events and establishing a body to lobby for Muslim
travellers’ needs.
o In the area of SME Support; training tourism suppliers, facilitating Halal
certification, providing subsidies, and establishing a portal for SMEs.
 Key areas of MFT products/ services are as follows:
o In the transportation sector; provide Halal food options, prayer rooms, and
Muslim-friendly gender segregated spas at airports.
o In the accommodation sector; provide MFT services (in order of priority per Study
survey: provide clear Halal food options, ensure bidet sprayer in toilets, no alcoholic
drinks in rooms, serve suhoor and iftar during Ramadan, all food at facility to be
credibly Halal, Qibla direction in rooms and have family friendly entertainment