Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
41
stir-fried chicken rib, using Halal chicken for Muslims, and also provides a prayer room on the
premises.60 In Japan, many restaurants have altered their dishes to become Halal. Authentic
Japanese dishes like shabu-shabu was altered using thinly sliced beef instead of the dish’s
normal pork while other dishes such as Ramen and curry are also being modified to become
Halal certified. 61 In Spain, Nur Restaurant in Cordoba, which serves traditional Andalusian
cuisine, offers Halal options on their menu while Cuna45 Coffee shop in Seville offers
specialty artisan roasted coffee in a Halal environment. 62
5. Travel Services
The travel services segment has expanded and adapted itself to Muslim traveler needs
whether in terms of mainstream providers adding Muslim-friendly services to their range of
services or new service providers tackling the MFT market specifically. Both government
agencies and the private sector have put their mark on the MFT travel services segment
especially in terms of developing travel websites and mobile apps.
MuslimFriendly Travel Agencies
Travel agencies are increasingly tailoring their packages and tours to cater to the needs of
Muslim travelers providing them with Muslim Friendly accommodation options and organizing
tours with activities suitable to their culture and beliefs and building itineraries around prayer
times. Some travel agencies offer Islamic Heritage tours that allow Muslim travelers to explore
the history of the Islamic civilization in the countries they visit. 63 In Japan, a number of travel
agencies tailored their services to accommodate Muslim tourists. Some of these agencies have
Muslim tour guides and organize Islamic heritage tours that include visiting mosques and the
Islamic sites in Japan.64 In Spain, a number of tour operators target Muslim travelers through
specially tailored tours to give them “a taste” of its Islamic legacy and history as well as culture.65
MuslimFriendly Travel Websites
A number of specialized B2C and B2B travel websites addressing the MFT market have emerged
in recent years. HalalBooking was an early entrant to the B2C market showcasing “Halal-friendly
travel”; its success has prompted a number of other providers to follow suit. The
website, launched in 2009 out of the UK, offers Halal leisure holidays and
Islamic Heritage Tours packages. The website endeavors to assist “Halal-conscious” travelers by
enabling them through the use of “Halal-friendliness filters” such as “Halal Food”, “No Alcohol
Policy” and “Ladies Leisure facilities” to choose a the hotel most suitable to their needs.66
The travel website “HalalTrip67”, launched in 2013, offers Muslim travelers a variety of choices of
Muslim-friendly hotels around the globe that are rated by its “sister brand” the Singapore-based
“CrescentRating”. The website also helps Muslim travelers locate Halal restaurants and mosques
at various destinations and provides to them downloadable city and restaurant guides. 68 With
60 “A Slim Destination for Muslim travelers.” South Korea: Gyeonggi-Do Tourism Organization. Web.
61 Takemura, Mariko. "Increasing Muslim Tourists to Japan." Doing Business in the Halal Market. London: Euromonitor
International, 2015. 36-39.
62 Please refer to Spain case study for more information.
63 Battour, M., and Ismail, M.N. “Halal Tourism: Concepts, Practices, Challenges and Future.” Tourism Management
Perspectives (2015)
64 Please refer to Japan case study for more information.
65 Please refer to Spain case study for more information.
66 website.
67 website.
68 “Halal travel Booking Website Launched.” Trade Arabia. 26 Dec. 2013. Web.