Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
146
Muslim travel market. Restaurant online profiles/ reviews should highlight
promote Halal credentials as well as any special services such as Ramadan meals.
(See further in section 8.3 under “Food and Beverage sector MFT product/service
prioritization.”)
 Marketing strategy: Food service companies should extend their market to
engage the MFT market as follows:
a. Promotion mix should prioritize general digital promotion, friends and family
referral promotions, online reviews, travel website listings. 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 food service offerings in
mainstream and MFT focused food ordering or restaurant listing websites /
apps by referencing the Halal food credentials. (See further in section 8.3 under
“MFT services distribution prioritization.”)
c. Market competitive pricing strategy has to be maintained given the strong
criteria of ‘cost’ factor in selection travel for Muslim travelers. However,
premium Muslim traveler customer segments are also strong opportunities.
(See further in section 8.3 under “MFT services pricing strategy prioritization.”)
4. Travel agencies/services sector recommendations:
 Product/ services development: Travel services companies should look to
develop / offer ‘Muslim-friendly tourism’ themed travel packages as their main
priority to address and attract the Muslim travel market. Additional services such
as travel financing or sharia-compliant travel insurance services should also be
considered. (See further in section 8.3 under “Travel services sector MFT
product/service prioritization.”)
 Marketing strategy: Travel services companies should consider following key
MFT marketing strategies:
a. Promotion mix should prioritize general digital promotion, friends and family
referral promotions, online reviews, travel website listings. In mature MFT
markets, cross promotion with other ‘Halal’ lifestyle sectors, visitor guide
development, and influencer marketing should be considered. (See further in
section 8.3 under “MFT market promotion activity prioritization.”)
b. Distribution strategy should prioritize profiling travel services in mainstream
and MFT focused travel websites / apps by referencing the MFT credentials.
(See further in section 8.3 under “MFT services distribution prioritization.”)
c. Market competitive pricing strategy has to be maintained given the strong
criteria of ‘cost’ factor in selection travel for Muslim travelers. However,