08 | NOVEMBER-DECEMBER 2022
Muslim-Friendly Tourism Case Study
Maldives – a Muslimfriendly destination
The Covid-19 pandemic prompts the Maldives to look beyond European and China markets
BY FATIHAH MANAF
MALDIVES is a 100 per cent Muslim country that offers tourists various holiday packages . However , many people are still unaware that it is a Muslim-friendly destination . For example , Maldives provides segregated services for most female and male clients . The destination also offers two options for tourists - luxurious resorts and a budget segment with the guesthouse market .
Dr Hussain Sunny Umar , Managing Director of Maldives Halal Travel & Halal Weekly , said the pandemic was devastating for the destination as they were heavily reliant on tourism and their biggest market
Muslim-Friendly Tourism Case Study
THE 3rd World Islamic Tourism Conference ( WITC ) witnessed the discussions between tourism players , highlighting prominent industry issues . The event also became a platform for Muslim-friendly destinations to introduce and promote the attractions and accommodations in their countries which would appeal to the Muslim travellers .
Speaking as one of the panellists at the WITC 2022 was Emina Nizic , Promotion Coordinator , Tourism Association of Sarajevo Canton . She felt it was a great honour for the tourism association to be part of the conference .
“ It is an excellent opportunity for us to promote ourselves in this market and for my town and country to become desirable tourist destinations . Sarajevo city is the capital town of Bosnia and Herzegovina . It is the biggest town in Bosnia .
Dr Hussain Sunny Umar
Emina Nizic was China . “ It was a very frightening time for all citizens . But since we were tiny islands , we could open here and there independently , and all resorts started to open . With the government ’ s help , everyone got vaccinated .
Taking the best from
the East and West
Sarajevo perceives halal certification as an essential element in its tourism development
“ It is a mixture of the East and West , and we are proud that we are the only place in Europe that can be called the European Jerusalem because we are home to four monotheistic religions . It is amazing when you hear the bell
They have been trying to promote Maldives as a safe destination ,” said Hussain .
“ Tourism rebounded in 2021 . We received 1.3 million tourists . This year we are looking for 1.7 million or more . In 2019 , it was 1.7 million . We are heading to record numbers . We have received record numbers from Saudi Arabia , which is over 50,000 and from Dubai is 25,000 . In 2022 , we ’ ll have more numbers from this segment .”
A BLESSING IN DISGUISE
Hussain researched Muslim-friendly tourism in his PhD thesis from 2011 to 2014 . He returned to the Maldives in 2015 and went to the Maldives Association of Tourism Industry ( MATI ) to present about Muslim-friendly tourism .
Relying on the European market , the government and association did not find the time to integrate any other component because the business was going very well . However , in 2020 , Covid-19 happened , and the government felt it was an excellent time to start over . They then officially started promoting Maldives as a Muslim-friendly destination .
“ Since then , we have received record numbers . Still , some resort owners are hesitant to promote it as a Muslim-friendly destination . However , we have started to see a lot of infrastructure development from the hotel ’ s side - building villas and calling them Sultanate Villas , directly pitching and promoting them to the Middle East market . Hopefully , within five to 10 years , there will be very significant growth ,” said Hussain . — R & R
from the church and azan from the mosque ,” said Emina .
THE INFLUENCE OF THE OTTOMAN EMPIRE
She noted that almost 80 per cent of Sarajevo ’ s population were Muslims .
“ Islam came to Sarajevo with Ottomans . The Ottoman Empire founded it in 1462 . For centuries , we had been under the great influence of Ottoman culture . Then , we were under Austro-Hungarian rule . So , we are truly a mix of the East and West ,” Emina elaborated .
“ We took the best from the East and the West . We are a city in the middle of Europe , with a cultural heritage from Europe , but with a strong influence of Islam . We are a Muslim-friendly destination with many options - prayer places , halal food , halal tours , and halal accommodation .”
Emina explained that Islam was part of life in Sarajevo . Whilst many restaurants still do not possess the halal certificate , most of the food at the destination is halal .
“ This is something that is still in process . Step by step , we are getting more and more halal-certified products , agencies and hotels . We recognise this as a vital part of our tourism development . In the future , we will have more agencies and hotels with halal certification .
“ We are open-minded people . A friendly destination that is easily reachable and affordable . We will be more than happy to host you in Sarajevo .” — R & R