Muslim Friendly Tourism:
Regulating Accommodation Establishments
In the OIC Member Countries
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6.1.4. Campaign for stakeholder buy-in
For a new MFT regulation to succeed it is important to ensure buy-in from all stakeholders
including accommodation facilities, industry associations, tourism boards, as well as travelers.
Most existing standards have been adopted by a limited number of hotels. Promotion campaigns
as well as specific industry events, as well as incentives, such as tax breaks, are required to
ensure wider adoption. There is also limited awareness among consumers of the existence of
MFT regulation as evident from the survey. The campaign should also aim to increase the
demand for MFT certification by Muslim travelers.
To ensure industry buy-in, position obtaining the standard as a quality assurance mechanism,
comparable to ISO, to justify cost and effort involved.
PR campaign
Hold press conferences upon the adoption/release of the standard. Issue press releases
announcing the standard and later issue press releases that announce hotels that have joined.
The publicity for these hotels will encourage others to join. Include sessions on MFT regulation in
travel conferences.
Industry seminars
Conduct regular seminars to educate the accommodation sector on the standard and to
encourage adoption. Work closely with accommodation sector’s industry associations as the
acceptance of industry players is essential for the success of a new standard.
Email campaigns
Liaise with all stakeholders, such as industry associations to announce the release of the
standard to their members through email campaigns.
Influencer campaigns
Launch influencer campaigns to raise consumer awareness. Influencers should have a global
reach and have a large audience in the main top source countries.
Social Media campaigns
Campaigns on social media platforms that are popular top source countries, as well as locally
should be launched. The campaigns should be a combination of organic and paid content.
Events
Hold Muslim lifestyle festivals that encompass Halal cuisine, modest fashion and highlight MFT
facilities.
Awards
Launch awards for top MFT certified hotels that provide exceptional services and facilities for
Muslim guests.