Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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premium Muslim traveler customer segments are also strong opportunities.
(See further in section 8.3 under “MFT services pricing strategy prioritization.”)
5. Destination Marketing Organization (DMO) recommendations:
 Product/ services development: DMOs should enhance the management and
preservation of Muslim cultural heritage sites and heavily promote them as part of
promoting their destination as a MFT destination. They should coordinate and
facilitate major tourist food service companies, attraction/ shopping venues,
accommodation services, and travel services to address MFT service’s needs. (See
further in section 8.3)
 Marketing strategy: DMO’s should coordinate closely with the national MFT
initiative to support the government led MFT strategy and implementation
initiatives. (See further in section 8.2 under “Government-led destination
marketing”.)
6. Transportation sector recommendations:
 Product/ services development: Address prioritized MFT services for tourist
transportation venues of airports, railway and bus stations providing quality
‘prayer service/ facilities,’ ‘bidet spray in toilets,’ as well as credible ‘Halal’ food
services. For MFT ‘Mature Markets’, address innovative Muslim-friendly transit
services (See further in section 8.3.)
 Marketing strategy: Transportation services organizations should promote to
engage the MFT market as well, as it will build good will and support the wider
traffic growth for them. While not all promotional mix tools would apply to
transportation transit facilities, they should prioritize general digital promotion,
friends and family referrals, online reviews, travel website listings. They should
also prominently highlight with signage available MFT services (See further in
section 8.3 under “MFT market promotion activity prioritization.”)