The business-case for tourism geared towards Muslims globally is being made by the growing tourism spending ($137 billion in outbound expenditure in 2012) by this audience with increasing demand of faith-driven consumer needs Halal food, prayer requirements, etc...). OIC destinations are key beneficiaries of this opportunity. However key questions remain on how best to address this market but not lose other audiences the OIC markets are interested in? Based on the acknowledgement of diversity in Muslim tourist customer needs as well as disctinct nature of OIC/Non-OIC destinations, the presentation gives key recommendations in regards to effectively communicating the Muslim travel market opportunity.

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Presented at:
The 1st OIC International Forum on
Islamic Tourism
June 3rd, 2014, Jakarta, Indonesia
Presented by:
Effective Communication To Promote Islamic Tourism
OIC based hotels/resorts, airlines & destinations -
Practical considerations & brand positioning

2. 2

3. Effective Communication To Promote Islamic Tourism
The case for this opportunity is being made…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 3

4. Do all Muslims see this an important
consideration while traveling?
Effective Communication To Promote Islamic Tourism
However, key communication concerns remain…
We are a OIC country. Wouldn't Muslim tourists
already know us as being Muslim-friendly?
Does the label ‘Islamic Tourism’ even
appeal to Muslim tourist?
How can we address this market but not loose
our other audiences we are interested in?
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 4

5. Effective Communication To Promote Islamic Tourism
First lets Define Core Islamic ‘Lifestyle’ Sectors
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 5

6. The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 6
Effective Communication To Promote Islamic Tourism
Imperative to address ‘Structural’ needs first

7. 1 Understand and address the diversity of needs
(Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 7

8. 1 Understand and address the diversity of needs
(Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 8
Recommended communication strategy

9. •Airline specific?
•Hotel/Resort Specific?
•Destination specific?
Diversity of Needs:
Needs across airline, hotel, destination?
Joint report by : DinarStandard & Crescentrating
Question:
Overall, which of the following are
important to you when travelling for
leisure?
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 9

10. Joint report by : DinarStandard & Crescentrating
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 10
Diversity of Needs:
Needs across airline, hotel, destination?
Which ones to prioritize/ emphasize?

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Diversity of Needs:
Shades of Awareness & Adoption

12. SPECTRUM OF NEED
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 12
Diversity of Needs:
Shades of Awareness & Adoption: National Influence
Saudi Arabia
Iran
United Arab Emirates
Indonesia
Kuwait
Turkey
Top Muslim Tourist Source Countries
(From OIC, Outbound Expenditure 2011)
Germany
Russia
France
United Kingdom
Singapore
United States
(From Non-OIC, Outbound Expenditure 2011)
Critical Nice-to-have No influence

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Diversity of Needs:
Distinctions in OIC & Non-OIC environments
OIC
(Significant Muslim
majority/strong affinity)
OIC
(Sizeable Non-Muslim
Minority/less affinity)
Non-OIC
Saudi Arabia/
Pakistan
Turkey/
Indonesia?
USA/France/
Australia
AIRLINES • On-plane prayer space;
take-off prayer; Dry…
• Halal food; Dry?;
Ramadan meals…
•MOML (‘Muslim meals);
Airport prayer space
HOTELS/
RESORTS
• Prayer space; No
inappropriate TV;
women separate srvc…
• Halal food; Dry?;
Ramadan meals…
•Halal food, Support
services (i.e. Mosque
direction)
DESTINATIONS • Assumed all ‘Halal’;
Family-friendly…
• Halal food; family-
friendly options;
Gender options
•Halal food, Support
guides…

14. 1 Understand and address the diversity of needs
(Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 14

15. Joint report by : DinarStandard & Crescentrating
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 15
Structural Alignment
Identify target audience & their preferences
GCC represents 31% of the total
Muslim travel expenditure while is
approx. 3% of the global Muslim Ppn.
Muslim travelers
from your regional
flow

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Structural Alignment
Identify value-chain areas to address/highlight

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Structural Alignment
Select appropriate ‘structural’ areas to address

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Structural Alignment
Build/Highlight Trust & Authenticity elements
Certifications;
Other
Heritage sites;
Faith-based
cultural elements
Family interactions/
Profiles
Leverage nations
brand identities
Highlight tourism
destinations

19. 1 Understand and address the diversity of needs
(Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended communication strategy
Effective Communication To Promote Islamic Tourism
Three answers to leave with…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 19

20. “O mankind! Lo! We have created you male and female,
and have made you nations and tribes that ye may
know one another.
Lo! the noblest of you, in the sight of Allah, is the best in
conduct. Lo! Allah is Knower, Aware.”
(Surah al-Hujurat (49:13)
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 20
Effective Communication
Inspired by an inclusive mission.

21. CORE ISLAMIC
TOURISM
MUSLIM TOURISTS –
STRUCTURAL ALIGNMENT
WITH VALUES & NEEDS
GLOBAL DESTINATION
APPEAL WITH FAMILY-FOCUS
• Hajj
• Ummrah
• Heritage
RECOMMENDATION:
Market positioning should
be ‘authentic’ and
‘inclusive’.
Positioning consideration:
• Family-friendly
• Halal & Wholesome food
• Ramadan/ Festival
specials
• Religious Heritage
• Eco-friendly
• Explore the world in
‘knowing one another’…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 21
Effective Communication Recommendation
Market positioning: ‘Authentic' yet ‘Inclusive'

22. Integrated with
National campaigns…
•Values based appeal
•Highlight relevant
aspects (based on
structural priorities
framework)
Targeted ‘Muslim’
audience marketing
channels…
•Targeted ‘Muslim-
friendly tourism
platforms (e.g.
Crescentrating)
•Targeted religious
media (broadcast,
print, online..)
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 22
Effective Communication Recommendation
Marketing channels: National & Targeted
RECOMMENDATION: Targeted ‘Muslim’ audience marketing
channels and/or integrated with national campaigns

23. Hotels/ Resorts
Airlines
Destinations
Customer
need/
prioritization
Your gap Your Structural
alignment Strategy
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 23
Effective Communication Recommendation
Industry Specific: Structural alignment mapping
RECOMMENDATION: Hotels/Resorts, Airlines, & Destinations
should align structurally to customer needs

24. • Assist industry on prioritized audience segmentation; structural
focus
Drive Strategy
• Support development of structural credentials or highlighting
and promoting existing ones (Halal food, heritage sites…)
Strengthen/Highlight
Structural Credentials
• Create ‘exciting,’ initiatives/ campaigns focused on appealing
to Islamic values (Nasheed festivals, **’Spend Ramadan in
Indonesia,’ Medical tourism )
Create specific
campaigns
• Integrate with national promotional campaigns with universal
values-based messaging
Integrate with national
campaigns
• Partner city Programs, Festivals, Exchange programs
(promote ‘know one another.’)
Develop OIC
Partnerships
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 24
Effective Communication Recommendation
Government role: Lead development through 5 areas
1
2
3
4
5

25. 1 Understand and address the diversity of needs
(Consumer & OIC/Non-OIC dynamic)
2 Structural alignment relevant to an OIC market
3 Recommended strategy: ‘Authentic' yet ‘Inclusive'
Effective Communication To Promote Islamic Tourism
Three answers to leave with?
© DinarStandard 2005-2014 25The 1st OIC International Forum on Islamic Tourism
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Ethical
Lifestyle
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