Muslim Friendly Tourism:

Developing and Marketing MFT Products and Services

In the OIC Member Countries

Figure: Global Product/Service and Marketing Framework

Source: DinarStandard analysis

The major categories and sub-categories of the global tourism products/ services and marketing

ecosystem were grouped by: Customer segments, Marketing mix, Product/ Service sectors, and

Industry Support services.

‘Muslim-friendly’ travel defined:

The tourism industry has been using a variety of terms to

describe the products and services targeting Muslim travelers ranging from “Halal Travel,”

“Muslim-friendly,” “Islamic tourism” to “Shariah compliant. In the literature, academics

mostly use the terms “Halal Tourism” and “Islamic Tourism” in reference to tourism products

and services addressing Muslim travelers’ needs. In a previous study, commissioned by

COMCEC, Muslim-Friendly Tourism was equated with Halal Tourism and defined as “The

activities of Muslim travelers who do not wish to compromise their faith-based needs while

travelling for a purpose, which is permissible.”

Muslim travel needs

: To have a clear understanding of the relative importance of ‘Muslim-

friendly’ travel needs and nature, a global online consumer survey was conducted from March

to April 20

, 2016. With regard to the geographical distribution of survey respondents,

more than a third of the respondents (36%) live in GCC countries, close to a third of the

respondents (29%) live in European and North American countries, 18% live in Asian

countries while respondents from African countries represent 15% of the sample. Two thirds

of the respondents are residents of OIC countries.

The findings of the survey, with regard to traveler journey, consumer destination selection

criteria, and religious needs at various journey touchpoints are;



With regard to the purpose of their trips, leisure topped the list (62%), followed by

visits to family and friends (54%), religious (32%), business (21%), education (16%),

and medical purposes (5%). As for whom they usually travel with, 68% of the

“Muslim-Friendly Tourism: Understanding the Demand and Supply Sides in the OIC Member Countries.” COMCEC, Feb.

2016. Web.