Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
68
Masr, with ten branches across Egypt, shows black and white movies, and offers grilled food.
Halaket El Samak, which is named after Alexandria’s famous seafood market, gives its
clientele a choice from the catch of the day on display in its 6 branches across Egypt.
The restaurants segment of Amer Group FY2015 revenues was EGP 223.9 million with an
Operating Profit of EGP 18.4 Million, a strong increase of 326% Year on Year with an
Operating Profit Margin of 8%. 172
 Shopping Malls and Entertainment Venues
Amer Group operates eight malls in four locations around Egypt, including Meeting Point New
Cairo, Porto Marina Mall, Golf Marina Mall, Porto Cairo Mall, Porto Matrouh Mall, Mega Mall,
Sky Mall and Waterfront Mall. El Futaim Holding has inaugurated a new branch of the
Carrefour chain in Porto Cairo Mall with an investment equivalent to EGP 10 million as part of
the partnership agreement that was signed between Al Futaim and Amer Group. Porto Cairo
Mall is a new concept of Mall in New Cairo that is mixed with entertainment and a variety of
shopping outlets and famous restaurants. It was opened in April 2015. Malls Division
Revenues recorded EGP 55.5 million in Financial Year 2015.173
5. Challenges
 Safety and security remain problematic for the Egyptian tourism sector as a whole.
While the Egyptian government is currently improving airport security measures and
working on promoting tourism in general, such issues take time to be resolved and for
trust to be rebuilt.
 The tourism industry is not very receptive to being branded as Shariah compliant or
Halal.174 Those catering to Muslim travelers are focusing their marketing more on
being family friendly as in the case of Amer group.
6. Lessons Learned
 Amer Group provides a successful example for vertical integration with its mixed-use
Porto developments. The Group manages Muslim-friendly hotels, restaurants,
entertainment and shopping venues creating a seamlessly integrated Muslim-friendly
experience for their clientele.
 Amer Group marketing strategy focusing on “family friendly” entertainment remains
inclusive enough to appeal to non-Muslim consumers. Aiming to attract Egyptians and
Arabs, Amer Group markets itself as focusing on “traditional family values” of the
region.
 Egypt has taken active measures to restore tourist confidence procuring modern
security systems and protocols. With the implementation of these measures and
proper communication of the increased safety, Egypt should be well poised to restore
its touristic status.
172 “FY 2015 Earnings Release.” Amer Group. Web.
173 Ibid.
174 ElMeshad, Sarah. "Making Travel Halal: Amid Tourism Troubles, Some in Industry See Opportunity for a Niche Market."
Egypt Independent. 23 Aug. 2012. Web. 11 Mar. 2016.