Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
17
The total share of international
tourism receipts7 by region in
2015 includes:
 Americas: 277 billion,
23%
 Africa: 33 billion, 3%
 Middle East: 55 billion,
4%
 Asia and the Pacific:
419 billion, 34%
 Europe: 448 billion,
36%
Figure 2: International Tourism Receipts in 2015
1.2 Global Tourism Products/ Services and Marketing Strategy Framework
The global tourism industry is comprised of a vast value-chain of service providers ultimately
addressing the needs of the travelers who are driven by their travel needs or purpose. With the
growing sophistication of digitally driven marketing, a wide variety of traditional and innovative
marketing strategies are being employed to engage global travelers.
In order to best develop the MFT products and services and marketing practices, the wider
global tourism product and services and marketing strategies context becomes valuable to
identify and address potential global best practices to consider for the MFT market.
Figure 3: Global Product/Service and Marketing Framework
Source: DinarStandard analysis
7 UNWTO World Tourism Barometer, May 2016