Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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4. MFT Marketing Strategy Priorities
 MFT promotionmix prioritization:
o ‘Progressing’ OIC countries: General digital promotions; Friends and Family
referral/recommendation promotions; MFT credentials on online reviews, travel
website listings; Familiarization Trips (FAM Trips); Integrated campaigns
o ‘Mature Markets’: Cross-promotion with other ‘Halal’ lifestyle sectors; visitor
guides; virtual reality; Influencer campaigns; cluster marketing
 MFT services distribution prioritization
o Mainstream and MFT focused travel booking websites/apps;
o Traditional select travel agencies engaged
 MFT pricing strategy prioritization:
o Competitive pricing
o Cautious premium pricing
5. Engage MFT Private sector
 Private sector coordination with national MFT initiative per sector (Accommodation,
Food services, Travel agencies/services; DMO’s; Transportation)
 Combination of product/ services development and Marketing strategy are to be
incorporated from related strategic priorities highlighted earlier.