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Table of Contents
Executive Summary...........................................................................................................................1 Introduction and Methodology .................................................................................................. 13 Background....................................................................................................................................................13 Objective .........................................................................................................................................................14 Methodology..................................................................................................................................................14 1 Global Tourism Trends in Products and Services and Marketing ........................ 16 1.1 Global Market Size........................................................................................................................16 1.2 Global Tourism Products/ Services and Marketing Strategy Framework ............17 1.2.1 Customer Segmentation ...................................................................................................18 1.2.2 Tourism Marketing Mix ....................................................................................................20 1.2.3 Global Tourism Products/Services and Marketing Landscape ........................23 2 Conceptual Framework and Global Landscape of MFT Products/Services....... 28 2.1 Definition of Muslim Friendly Tourism ...............................................................................28 2.2 Muslim Travelers’ Journey and Preferences .....................................................................30 2.3 Current Global Landscape of MFT Products and Services ...........................................37 2.4 Current Trends in Marketing MFT Products and Services ..........................................43 2.5 Current Government Policies Related to MFT ..................................................................45 2.6 Industry Challenges and Success Factors ...........................................................................49 3 MFT Products/Services and Marketing Strategies in OIC Countries ................... 52 3.1 MFT Market Size and Profile in OIC Countries .................................................................52 3.2 MFT Products and Services in OIC Member Countries .................................................53 3.3 Distribution of MFT Products and Services .......................................................................58 3.4 Value and Pricing of MFT Products and Services ............................................................59 3.5 Promotion of MFT Products and Services ..........................................................................60 3.6 The Role of the Government in Developing the MFT Sector.......................................61 4 Case Studies.............................................................................................................................. 65 4.1 Egypt ..................................................................................................................................................65 4.2 Bosnia ................................................................................................................................................69 4.3 Indonesia..........................................................................................................................................72 4.4 Japan...................................................................................................................................................77 4.5 Malaysia ............................................................................................................................................82 4.6 Spain...................................................................................................................................................92 4.7 Thailand.........................................................................................................................................101 4.8 Turkey ............................................................................................................................................107 5 Gap Analysis and Opportunity Insights........................................................................117 5.1 Importance of Religious Considerations for Muslim Travelers..............................118 5.2 Customer Demographics and Purpose of Travel Opportunities ............................118 5.3 Public Policy Gaps/ Opportunities......................................................................................119 5.4 MFT Products and Services Gaps/ Opportunities ........................................................123 5.5 MFT Marketing Gaps and Opportunities..........................................................................126