NOVEMBER-DECEMBER 2022 | 15
Creating powerful social media content
Islamic Tourism Social Media Marketing Workshop empowers tourism stakeholders in promoting Islamic Tourism online
SOCIAL media is a powerful marketing tool if utilised properly . More and more people are interested in learning and leveraging social media marketing . To accommodate this overwhelming interest in the Muslim-Friendly Tourism and Hospitality ( MFTH ) branding and Islamic Tourism space , Islamic Tourism Centre ( ITC ) organised the Islamic Tourism Social Media Marketing Workshop on Sept 9 , 2022 , at Oakwood Hotel Kuala Lumpur .
ITC hoped the practical workshop would enable participants to understand how social media works , learn about the algorithms involved , how to write to the audience and how to promote their products and services . To facilitate the participants , ITC invited Azriel Azim Azelan , e-Usahawan Master Trainer certified by Malaysia Digital Economy Corporation ( MDEC ).
“ This workshop is special because ITC is organising it specifically for our tourism industry players who are part of the Islamic Tourism ecosystem that ITC is developing . This means you are either a hotel that has received the ITC Muslim-Friendly Accommodation Recognition or a certified Muslim-Friendly Tour Guide . Or you may be a Mosque Administrator , keen to develop your mosque in the growing Mosque Tourism space ,” said ITC Director-General Dato ’ Dr Mohmed Razip Hasan .
THE GROWING MUSLIM TOURIST MARKET
In his speech during the workshop , Razip highlighted that the MFTH branding was a powerful marketing tool that should not be ignored or wasted . As part of the Islamic Tourism ecosystem stakeholders , workshop participants were already aware of the Muslim tourist market potential .
“ Islamic Tourism is a huge tourism sector that will continue to grow , fuelled by increasing demand for Muslim-Friendly tourism products ,” he emphasised .
Currently , the number of Muslim consumers stands at 2.0 billion population worldwide . According to Razip , it is a market with strong purchasing power and is highly influential , primarily through its community word-of-mouth marketing .
“ For them , knowing that your business caters to their faith-based needs is already a winning factor , and they will be more inclined to lean into your brand over others . As tourists , they are sophisticated ; they wish to enjoy quality products and want to feel connected .
“ They are also looking for interesting experiences that can enrich their lives . With international travel borders reopening , they are also beginning to travel , wanting to catch up and experience all they have missed before .”
PROMOTION AND MARKETING THROUGH QUALITY CONTENT
Razip stated that there was a need for the development on the demand side to be supported by the supply of tourism and hospitality products and services that meet Muslim tourists ’ faith-based needs . Equally important is the quality of the content and promotional materials that promote this fact .
“ Thoughtful and strategic communications is a golden opportunity to establish your brand values and persona , and align yourself to the type of Muslim clientele you wish to attract .
“ As such , social media marketing , one of the communications platforms you will utilise , is a key channel where you portray your brand and identify your target audience . Everything published on your social media – the images , the words , the tone of voice , the language , the colour palette – reflects your organisation as a business entity and creates an impression on your audience .
“ While Master Trainer Azriel will teach you all the technical aspects of social media marketing , ITC also hopes that you will develop awareness and good judgment of the powerful Muslim-Friendly branding and messages you will be communicating ,” Razip elaborated .
In the past few years , ITC has been working hard to establish the importance of MFTH in Malaysia ’ s tourism landscape . Through training programmes , the establishment of guidelines , and other value-added services such as this workshop , the centre has helped many tourism industry players to view and understand the Muslim tourist market well .
“ Penetrating this market is a strategy for business continuity and prosperity as we move beyond the pandemic . We hope to provide more value to you in the future .” — R & R