Muslim Friendly Tourism:

Developing and Marketing MFT Products and Services

In the OIC Member Countries

offering mortgage assistance. The purpose of this fund is to assist tourism

entrepreneurs who wish to develop or expend projects that contribute to the

development of tourism industry.



The Malaysian Investment Development Authority (MIDA) under MITI is in charge of

the promotion and coordination of industrial development in the country. MIDA is the

first point of contact for investors who intend to set up projects in manufacturing and

services sector in Malaysia. Tourism and Travel related services have been

identified

as an area where Malaysia has a strong foundation for growth. Hence under MIDA,

incentives are provided to investors, local and foreign, that want to invest in Malaysia

especially in the tourism industry in general.

Government Policies supporting SMEs in MFT

MFT is a relatively new industry. Currently there are no government incentives provided to

SMEs working within the MFT sector specifically. The government linked Halal Industry

Development Corporation (HDC) which falls under MITI has a general function “to coordinate

the overall development of the Halal industry in Malaysia”. Part of their function is also to

focus on SMEs within the Halal industry in Malaysia specifically looking at formulating broad

SME policies across Malaysia, disseminating information on government incentives towards

SMEs in the Halal industry, as well as providing business support and increasing the

competitiveness of SMEs within the Halal industry in Malaysia.

Government Strategies to Spread MFT Awareness

ITC’s division of Research and Training is responsible for market research to assist with the

formulation of tourism policies for the government, as well as capacity building initiatives

(seminars, workshops and training courses) for industry players. This division also engages

with Post Graduate students of higher learning including PhD students to conduct research

papers relating to Islamic tourism that can then be shared among the MFT stakeholders

within Malaysia.

Distribution

For PNB Perdana on the Park, word of mouth remains as one of the top influencers for

customers. Once customers are aware bookings may happen directly through their website.

IAMM sells tickets directly via their information counter at the museum itself.

Both PNB Perdana on the Park and the Islamic Arts Museum Malaysia maintain close

relationships with local as well as international Tour Agencies in order to secure customers.

Promotion

Social Media

The period from January 2015 to January 2016 saw an annual growth of 14 percent in the

number of active social media users in the Asia Pacific region

224

Chaffey, Dave. "Global Social Media Research Summary 2016."

Smart Insights

. N.p., 21 Apr. 2016. Web. 27 Apr. 2016.