Muslim Friendly Tourism:
Regulating Accommodation Establishments
In the OIC Member Countries
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6.2.1 Improving Standard
Review MFT Strategy
It is assumed that countries that have developed an MFT standard already have a robust MFT
strategy. In looking to improve the standard, this strategy should be revisited as well. the OIC
countries should review their MFT tourism growth targets, reassess their domestic
destinations for the MFT market, re-identify and prioritize source MFT markets, plan for
improved MFT products and services, and revisit their MFT marketing strategy.
Enhance MFT Accommodation Sector Products & Services
Similar to what is mentioned in section 6.1, the tourism ministry should work with
accommodation facilities to improve their MFT requirements. In the case of non-certified hotels
that are not MFT certified, the tourism ministry can ensure they offer the basic level of services
and facilities. For MFT certified hotels, the ministry can encourage them to offer more advanced
MFT facilities, which are part of the criteria of an advanced level of the standard, in case it is a
multi-level standard.
Assess impact of MFT regulation
Analyze tourism figures and conduct focus groups and surveys with all stakeholders including
accommodation facilities, guests, travel agents, industry associations, certifying bodies, etc., to
assess the impact of MFT regulation as well as areas of improvement. Ask the following:
 Has MFT regulation resulted in an increase in Muslim tourist receipts?
 Did MFT hotels experience an increase in sales after certification?
 Is there an increase in guest satisfaction?
 What challenges do hotels face in implementing MFT regulation?
 What is preventing hotels that are not MFT certified from adopting the certification?
Cost? Difficulty in implementing? Concern of alienating mainstream visitors? Other
reasons?
 What are guest perceptions of the MFT services and facilities? What is missing? What
needs to be modified?
 Are inspectors qualified to assess accommodations?
Gather industry and consumer feedback
Conduct in-depth interviews and surveys with the accommodation sector, consumers and the
regulation sector to identify areas that need improvement within the standard.
Improve standard
Analyze all feedback from previous steps and determine actions that need to be taken to improve
standard. Consider the following if not already in place:
 Include some MFT standards within conventional hospitality standards, as in the
case in Malaysia whose conventional star rating system includes some basic MFT
requirements.
 Remove MFT hindering requirements from conventional standards, for example,
requiring serving alcohol for a five-star rating, as is the case in some the OIC hotels
in Egypt and the United Arab Emirates.