Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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 Muslim-friendly Travel Agents
A number of travel agents have started creating heritage tours of Egyptian Islamic sites and
plan their tours so that they are close to mosques at prayer times. To accommodate Muslim
travelers, some companies create tailored tours that include cruises on small completely
private chartered boats. Another way of accommodating Muslim travelers in the absence of
Halal hotels in the area is to rent private houses for the use of their customers.169
 Highlighted Supplier: Amer Group
Amer Group was the first to introduce single-branded resort destinations in Egypt through its
“Porto” brand. It focuses on building mixed-use family-oriented destinations in Egypt. The
Group operates across four primary interlinked lines of business, including real estate, malls,
restaurants and hotels. Amer Group subsidiaries offer facilities management, sales and
vacation club services, among other services, to Amer developments.170
Amer Group owns and manages 7 three to five star Hotels scattered across its Porto
developments. “Porto Marina” on Egypt’s Mediterranean coast was their first Porto-branded
mixed-use development in June 2005. Since then, the group has successfully replicated the
Porto concept in other locations across Egypt. The Hotels division manages properties in
Porto Marina, Porto Golf Marina, Porto Sokhna and has inaugurated new properties in Porto
Matrouh Beach Resort and Porto South Beach.
Amer Group Hotels distinguish themselves by offering a complete package of family-oriented
resort destinations where retail shops, restaurants and other entertainment activities are
available in a single location.
It designates Egyptians and Arabs as their “core demographic” and markets itself as focusing
on “traditional family values” of the region. The facilities that they label as “family-friendly”
do not serve alcohol, sell cigarettes or allow nightclubs on site. In FY2015, revenues for Amer
Group’s Hotel segment rose 26% YoY, recording EGP 149.5 million ($19.1 Million) vs. EGP
118.6 million ($16.6 Million) registered revenues in FY2014. The increase in revenues was
driven by 9% increase in 2015 total guests, which also led to 34% increase in total room
revenue. Hotel occupancy rates grew two percentage points, reaching 58% compared to the
56% occupancy rate in FY2014. 171
 Restaurant/Food Outlet Chains
Amer Group also operates a number of restaurants and food outlet chains across Egypt. All of
Amer Group facilities offer Halal food and do not serve alcohol. Most of their food outlets offer
children’s entertainment areas with the aim of creating a family friendly atmosphere.
Amer Group brands include a number of franchises as well as its own developed local brands.
They introduced Chili’s, the American chain, to Egypt in 1994, and it has spread across the
region ever since with 20 restaurants in Egypt and 55 across the Middle East. Their
international brands also include Johnny Carino’s and Alain le Notre. The Group recently
launched its newest franchise in 2015, Ocean Basket, one of South Africa’s most popular
seafood chains. Locally developed brands include Studio Masr and Halaket El Samak. Studio
169 Mr. Sayed El Damanhoury, Interview, Egypt. March 2016.
170 “FY 2014 Earnings Release.” Amer Group. Web.
171 “FY 2015 Earnings Release.” Amer Group. Web.