Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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competition from other countries. The differentiating factor between the numerous
competing businesses would be the experience the establishment provides to its
customers as well any value-added services provided.
 Due to Islamophobia, MFT businesses while branding their products and services will
have to be extra careful with their choice of messaging. As an example, PNB Perdana
on the Park, while marketing its products and services overseas makes use of
messaging terms such as Muslim-friendly or Dry Hotel as opposed to Shariah
Compliance as they understand the sensitivity of the messaging.
 Most hotels find it difficult to implement facilities such as separate swimming pools
for financial reasons229 . Limited marketing funds also pose a problem whereby
Muslim-friendly establishments are restricted from running a full marketing
campaign.
 There is low awareness of MFT on the supply side. In order to overcome this
challenge, ITC has been conducting workshops and seminars on the MFT supply side.
10. Lessons Learned
 Taking the example of Rayani Air, it is not enough for companies to claim being
Shariah compliant and focus on the marketing of this aspect. Muslim-friendly
businesses need also be both operationally and financially sound.
 The service quality for MFT businesses must never be compromised. Businesses will
be able to price their products at a higher range than competition if they provide
quality service. Some tourists look for convenience rather than affordability.
 When it comes to MFT, traveling families, especially those coming in during the Arab
Season, have different traveling requirements than honeymooners or even business
travelers. Honeymooners look for privacy and sightseeing locations whilst families
are more interested in shopping destinations and attractions such as theme parks.
 A hotel, even though termed as Muslim-friendly, is still able to cater to conventional
traveler needs. Both are not mutually exclusive. Muslim-friendly hotels are appealing
to non-Muslims as well due to their comfort and family-friendly nature.
229 Interview with Zulkifly Said, March 2016.