ABSTRACT
This chapter discusses the opportunities for developing innovative tourism products that target the Muslim tourist market segment. The innovation of products for this market segment needs to consider the specific needs of Muslim tourists while travelling. The chapter highlights the emergence of Islamic tourism as an increasingly popular new sub-sector within the travel and holiday industry. It also discusses the issues to be considered by marketers in the tourism industry in developing related tourism products for Muslim tourists/travellers. Adopting the onion theory of marketing, the most fundamental criteria to be considered in developing Islamic tourism products and services are the availability of halal food and facilities for Muslim travellers to perform daily prayers. Shopping complexes/malls that aspire to attract Muslim shoppers need to at least consider making available the two basic religious requirements of Muslims, namely, halal food and facilities for prayers. There are opportunities for the tourism industry players in Malaysia to develop innovative tourism products for Muslim travellers.
