Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
56
 The De Palma Group of Hotels in Malaysia offers a range of Islamic features and
services in a number of their hotels including providing Halal certified food,
equipping rooms with prayer items and having their staff wear modest clothes. Their
hotel in Ampang has been licensed to conduct Friday prayers and attracts
congregations of around 1200 to 2000 people.129
 Another Malaysian hotel, PNB Perdana Hotel and Suites in Kuala Lumpur, does not
offer alcohol on the premises and has two Halal certified restaurants and a swimming
pool with separate service hours for males and females.130
 In the UAE, Al Jawhara hotels, launched by the Dubai based Lootah Hotel Management
Company, do not serve alcohol or pork and have separate recreational and sport
facilities for men and women. Rooms are equipped with prayer rugs and Qibla
signage.131
 A number of beach resorts in the OIC countries have started to offer segregated pools,
fitness centers and beaches for women in addition to the core services of providing
Halal food and prayer areas. Turkey is leading the development of Muslim friendly
beach resorts. The Adenya Resort in Turkey has gender separated indoor and outdoor
pools as well as one beach dedicated for women only and another for families where
modesty is required.132
 A number of hospitality groups have picked up on the need for more Muslim-friendly
accommodation options and sought to address it such as the Qatari based Retaj
Marketing and Project Management hospitality group with their plan to develop 20
Islamic hotels in Turkey and the Lootah Hotel Management Company’s plan for a
Shariah compliant resort in the Maldives that includes 50 luxury villas with dining,
recreational and yachting facilities.133
 Transportation
While Halal food is available throughout the transportation sector, there is a variation in how
industry players cater to the rest of Muslim traveler needs. OIC countries airlines offer Halal
food options on board and in many cases serve only Halal meals, Air Arabia, Kuwait Airways
and Saudi Arabian Airlines prohibit alcohol and air pre-recorded Muslim supplications during
takeoff. 134 Etihad, Emirates and Qatar airlines offer Halal meals, but they do not prohibit
alcohol on board.135 Furthermore, both Saudi Arabian and Etihad airlines have a designated
prayer area on board.136 With respect to cruise lines, Turkey and Malaysia are leading the way
in this area. The Malaysian cruise company, Star Cruise, also offers Muslim-friendly cruises
129 Stephenson, Marcus L. “Deciphering ‘Islamic hospitality’: Developments, challenges and Opportunities”. Tourism
Management 40 (2014): 155-164.
130 Please refer to Malaysia case study for further information.
131 Wali, Sarah. “Al Jawhara's Brand of Islamic-Based Hotels Expanding”. Gulf News. 22 Sep. 2015. Web.
132 “Muslim-Friendly Beach Resorts: Opportunities and Trends.” Salaam Gateway/ DinarStandard. January 2016.
133 Stephenson, Marcus L. "Deciphering ‘Islamic hospitality’: Developments, challenges and opportunities." TourismManagement
40 (2014): 155-164.
134 Ibid.
135 Chamberlin, Chris. "Emirates, Etihad, Qatar: Alcohol Restrictions during Ramadan Explained." Australian Business
Traveller. 16 June 2015. Web.
136 "Saudi Arabia's National Airline to Introduce Gender Segregation after a String of Complaints from Male Passengers."
Daily Mail. 19 Dec. 2015. Web.