Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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The major categories and sub-categories of the global tourism products/ services and marketing
ecosystem can be grouped as follows:
1. Customer segments: The main influencer for tourism product development and
marketing are the evolving needs and segments of the ultimate customers. Customer
segmentation are grouped under two main types: a) demographic, and b) travel purpose
based segmentation
2. Marketing mix: Globally practiced tourism marketing strategies fall under the
following main types known as a ‘marketing mix:’ a) product strategy, b) pricing
strategy, c) promotion mix, d) distribution
3. Product/Service sectors: The main tourism industry product/ service providing
sectors are: a) transportation, b) accommodation, c) activities, d) food services, e) travel
services
4. Industry support services: These are industry supporting service providers that
strengthen the tourism delivery service sectors. The main types are: a) training/
consulting, b) industry media/information, c) financial services, d) ratings/certifications,
e) government / regulatory
Global trends from three of the most important categories above are reviewed in the following
sections.
1.2.1 Customer Segmentation
Customers in the global tourism landscape can be sub-segmented by demographic criteria and
travel purpose.
Demographic segments are classified by age, gender, region, income, occupation, education and
family lifecycle. After the methods of customer segmentation are defined, key customer
segments can be identified within the tourism industry. The most active customer demographic
segments within the global tourism market include millennials, college students, businesses,
couples, and families.