Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
39
its first three-day long trips to the Bahamas in a Muslim-friendly environment in 2012 with Halal
only food and no alcohol or gambling on board. In 2013, the Malaysian SuperStar Libra Luxury
ship started providing Halal food. One of its restaurants was Halal certified by Malaysia’s
Department of Islamic Development (JAKIM).45 In 2015, The Antalya based Fusion Tour
Company in Turkey launched a four night Halal cruise under the theme “On the Trail of the
Ottomans” that sails to Crete and Rhodes.46 Alcohol, pork-related products and gambling are not
offered on board. The cruise ship has segregated sports centers, spa facilities, and Turkish baths.
It also has prayer rooms.47
2. Accommodation
Hotels chains around the world have started to work on accommodating Muslim travelers
needs in an effort to enter the lucrative MFT market. However, this is an area where the lack
of standardization and certification becomes very clear with every hotel adopting its own
standards for what is Muslim-friendly.
 The Dorchester Hotel in London offers Halal food and adjusts meals serving time in
Ramadan to accommodate fasting guests, while Sofyan Hotels in Indonesia broadcast
the call to prayers within guest rooms and conducts congregational prayers.
 Beach resorts in Southern Turkey dedicate swimming pools, beaches and spa areas
for women only and provide Halal food and do not offer alcohol.48
 Aerostar Hotel in Moscow has a number of rooms designated for Muslim travelers and
it provides them with a copy of the Quran, a prayer mat and the Qibla direction
besides having a Halal certified kitchen. The hotel has also two segregated prayer
rooms.
 In Thailand, the recently opened Al Meroz Hotel in Bangkok became certified as a
Muslim-friendly hospitality provider by the UAE’s Gulf Halal Center. The hotel offers
Halal food and prayer rooms in addition to having a women-only floor and a
swimming pool with different hours for men and women.49
 In the Philippines, Crimson Resort provides Qibla signage, prayer mats and copies of
the Quran in rooms for their Muslim guests in addition to providing them with an
information booklet with prayer times, nearby mosques and Halal restaurants. The
hotel has modified one of its kitchens to be become a Halal kitchen and has obtained
Halal certification through the Department of Tourism Halal Program.50 Fairmont
Makati and Raffles Makati hotels in Philippines provide Quran copies and prayer
room. 51
45 Latif, Haroun. “Muslim cruises setting sail towards a $1.6 billion business opportunity.” Salam Gateway. 20 Jan. 2016.
46 ”Turkey: Travel company offers Halal cruise.” BBC. 5 Aug. 2015
47 Battour, M., and Ismail, M.N. “Halal Tourism: Concepts, Practices, Challenges and Future.” Tourism Management
Perspectives (2015)
48 “The State of the Global Islamic Economy Report 2015/16” DinarStandard and Thomson Reuters, 2015.
49 Please refer to Thailand case study for more information.
50 Cacho, Katlene O. “Crimson gets Halal-certified under DOT program.” Sun Star. 7 Apr. 2016.
51 Battour, M., and Ismail, M.N. “Halal Tourism: Concepts, Practices, Challenges and Future.” Tourism Management
Perspectives (2015)