Muslim Friendly Tourism:

Developing and Marketing MFT Products and Services

In the OIC Member Countries

Introduction and Methodology

Background

With the rising numbers of the global Muslim population, businesses around the world have

started to pay attention to the needs of this growing and lucrative market segment. The travel

sector is no exception to that trend, giving growth of a variety of Muslim Friendly Tourism

(MFT) products and services. Acknowledging the importance of the MFT sector, many

governments around the globe are promoting themselves as Muslim friendly destinations and

in some cases are supporting the private sector’s efforts in the development of Muslim-

friendly products and services.

While a number of mainstream tourism providers have

modified their offerings to accommodate the needs of Muslim travelers, an increasing number

of specialized providers, focusing only on MFT products and services, have emerged in the

past decade.

In the transportation area, major mainstream airlines are providing Halal meals while more

specialized providers have no alcohol onboard; offer Muslim-friendly entertainment on board

in addition to airing supplications during takeoff and landing. Mainstream cruise companies

have also started providing Muslimmeals, while more specialized providers do not offer alcohol,

pork-related products and gambling onboard and have segregated sports centers, and spa

facilities in addition to prayer rooms.

In the accommodation area, major mainstream players have started providing services to

Muslim travelers specifically offering them Halal food while more specialized providers offer

Halal certified food, prayer areas and separate entertainment facilities for men and women.

Some hotels equip their rooms with Qibla signage, prayer mats and copies of the Quran in

rooms. In the food and beverages area, major restaurants and fast food chains have started

offering Halal food options while more specialized providers have completely Halal kitchens

and some obtained Halal certification for their operations.

Concerning activities, mainstream entertainment venues have provided Halal food options

and prayer rooms while more specialized providers do not offer alcohol on their premises,

offer separate service hours for men and women as well as special days for families.

In the travel services area, some mainstream travel websites give information on nearby

Halal dining options while more specialized travel websites allow travelers to choose from a

variety of hotels that offer services tailored to Muslim travelers.

In a previous study, commissioned by COMCEC and conducted by CrescentRating, the supply

and demand sides of MFT were explored. In this study, the focus is the development of MFT

products and services and marketing best practices. Government strategies, in general and in

OIC countries in particular, in support of MFT products and services development and

marketing are also presented. Muslim travelers’ experience, at various touchpoints in the

Please refer to “Current Government Policies Related to MFT Products and Services” and “The Role of Governments in

Developing the MFT Sector” sections for specific examples of the various products and services mentioned here.

Please refer to “The Current Global Landscape of MFT Products and Services” and “The MFT Products and Services in OIC

Countries” sections for specific examples of the various products and services mentioned here.