Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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6.5 MFT – Private Sector Recommendations by Supplier Type
With the above presented MFT product/ services and marketing prioritization
recommendations, below is a summary recommendation for each private sector supplier type in
OIC destinations:
1. Coordination with national MFT initiative: Each of the private sector supplier type
should coordinate and engage with national Tourism Ministry led MFT initiative to
benefit from the latest market trends, research and insights that has been gathered on
the MFT global opportunity.
They should also assist in developing or benefiting from the national MFT strategy to
determine target MFT customer segmentation, market prioritization, and leverage any
supporting MFT marketing initiatives being offered to benefit from this opportunity.
2. Accommodation sector recommendations:
 Product/ services development: Evaluate the MFT customer profiles provided in
Section 8.3 under “Customer segment and themes prioritization” to determine the
best customer segments and value proposition for the MFT market. A clear and
credible MFT market proposition, potential financial impact and positioning should
be identified.
Subsequently, address prioritized MFT accommodation services as highlighted in
section 8.3 under “Accommodation sector MFT product/service prioritization.”
 Marketing strategy: Based on the customer segments and value proposition
identified, a targeted marketing strategy should be developed as follows:
a. Promotion mix should prioritize general digital promotion, friends and family
referral promotions, online review, travel website listings coordinated as an
integrated campaign. In mature MFT markets, cross promotion with other
‘Halal’ lifestyle sectors, visitor guide development, influencer marketing, and
collaborative cluster marketing should be considered. (See further in section 8.3
under “MFT market promotion activity prioritization.”)
b. Distribution strategy should prioritize listing accommodations in mainstream
and MFT focused travel booking websites / apps by referencing the
accommodation’s MFT credentials as well. In addition, key traditional travel
agencies should be identified from target MFT source markets for product listing
as well.
c. Market competitive pricing strategy has to be maintained given the strong
criteria of ‘cost’ factor in selection travel for Muslim travellers. However, some
exceptions exist. (See further in section 8.3 under “MFT services pricing strategy
prioritization.”)
3. Food services sector recommendations:
 Product/ services development: Food service companies should address having
clear ‘Halal food’ credentials as their main priority to address and attract the