Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
63
associations. Both the De Palma Group of Hotels and PNB Perdana on the Park have
acquired Halal certification for several of their restaurants.
 In Indonesia, Jakarta Tourism and Culture Department and the Indonesian Ulema
Council (MUI) have created in 2013 a Halal certificate for hotels, restaurants, and
caterings in the capital city in an effort to attract more Muslim tourists to these
establishments.153 The certification was provided free of charge to hundreds of Small
Micro and Medium Enterprises that produce foods and beverages in addition to
providing them with training on management of Halal production.154
4. Destination Marketing
Destination marketing is one of the areas many OIC governments have been actively
contributing to. Among the initiatives undertaken by governments in this area is the
development of Muslim visitor guides in a variety of formats suitable for different platforms
as well as organizing conferences and industry events in addition to creating strategic
partnerships to help promote the MFT sector. The following sections contain examples
showing a variety of government initiatives in this area;
 Muslim Visitors Guides
 In Indonesia, the Ministry of Tourism published a Muslim visitor guide in
both English and Arabic to provide information on attractions, shopping
destinations, Halal dining options, hotel accommodation, and places to pray
and mosques on the island. The ministry circulated copies of the guide among
travel agents and provided it online version on several websites.
 In Malaysia, the Islamic Tourism Centre (ITC) publishes a number of guides
including a general one for MFT products and services entitled “Muslim-
friendly Malaysia” in addition to more specific guides for special seasonal
events that could be of interest to Muslim travelers such as the “Guide to
Islamic Festivals in Malaysia”. All guides are available for download from the
ITC website.
• Industry/Trade Events
 Malaysia hosts two major events associated with the Halal industry; the
Malaysia International Halal Showcase (MIHAS) and the World Halal
Conference (WHC). They were also previously associated with the World
Halal Forum (WHF) held from 2006-2013. These events have contributed to
enhancing Malaysia’s image as a major player in the MFT market. 155
 Among the events organized by the ITC; the “Islamic Tourism and Halal
Conference (ISTHAL)” in 2009, the “International Islamic Tourism Conference
and Travel Mart” in 2010, and the “Islamic Fashion Festival” in 2012.156
153 "MUI and Jakarta City Issue Halal Certificate for Hotels, Restaurants and Catering." . 19 Dec. 2013. Web.
154 "Indonesia: Free Halal Certification Provided for 750 UMKM." Halal Focus. 20 Mar. 2014. Web.
155 "Islamic Tourism Centre - Enhancing Ties, Enriching Knowledge." Islamic Tourism Centre Malaysia. Web.
156 “The Contribution of Islamic Culture and its Impact on the Asian Tourism Market” UNWTO. In: Regional Seminar on the
Contribution of Islamic Culture and its Impact on the Asian Tourism Market (16-17 November 2015), Brunei Darussalam.