Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
11
 SME Support
o Facilitate Halal certification
o Training tourism suppliers
o Establishing a mentorship program
o Providing subsidies
3. MFT – Products and Services Strategy Priorities
 Customer segment and themes prioritization: Three key customer segments have
been proposed as a focus for MFT product and marketing development:
o Young MuslimMillennials: Age-group 18-24; single; middle-class
o Young Muslim Couples: Age-group 25-34; married w/ no kids or newly married;
middle to upper-class
o Growing Muslim Families: Age-group 35-44; married with kids; middle to upper-
class
 Accommodation sector prioritization
o ‘Progressing’ OIC countries: Prioritized MFT services at hotels based on analysis
presented
o ‘Mature Markets’: Vacation and beach resorts; Muslim-friendly home sharing;
culturally themed hotels
 Food and Beverage sector prioritization
o ‘Progressing’ OIC countries: Clear ‘Halal’ food credentials for food service venues
(restaurants)
o ‘Mature Markets’: Experience local food hospitality; ‘Halal’ food online reviews
 Travel services sector prioritization
o ‘Progressing’ OIC countries: Providing select ‘Muslim-travel’ themed packages
o ‘Mature Markets’: Travel financing services; “Takaful” based travel insurance
services; MFT focus global travel booking website/ digital platform
 Activities sector prioritization
o ‘Progressing’ OIC countries: Prioritized MFT services at attractions/ shopping
malls (as per ‘Gaps/ Opportunities section); Develop and promote Islamic heritage
sites;
o ‘Mature Markets’: Develop family friendly cultural entertainment; branded
Muslim-lifestyle festivals and theme-parks
 Transportation sector prioritization
o ‘Progressing’ OIC countries: Prioritized MFT services at transportation venues
(as per ‘Gaps/ Opportunities section)
o ‘Mature Markets’: Innovative transit services