Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
19
Figure 4: Customer Segments
Source: DinarStandard, Research and Advisory
Segmenting by travel purpose is another key mechanism by which travel customer segments are
identified. The most prominent purpose of visit for inbound tourism by UNWTO in 2014
includes leisure, recreation, and holidays, which account for 53 percent of total visits. Health,
visiting friends and relatives (VFR), and religious travel account for 27 percent of visits, and
business and professional travel account for 14 percent of inbound tourist visits in 2014.8
Figure 5: Trip Purpose
Source: UNWTO
8 UNWTO TourismHighlights, 2015.
Leisure,
recreation and
holidays, 53%
VFR, health,
religion, other,
27%
Business and
professional,
14%
Not specified,
6%