Governance of muslim friendly tourism and hospitality in Australia : challenges, opportunities and framework for implementation

Abstract

The Muslim travel sector has recently gained recognition worldwide as a growing and largely untapped market, attracting the attention of both OIC and non-OIC countries. Many destinations have begun adjusting their offerings by creating Muslim Friendly environments and tailoring services to suit the preferences of Muslim visitors. With global demand rising, Australia has shown interest in this niche, but limited research has left many tourism stakeholders unaware of its potential. As a result, no comprehensive framework or clear guidelines have been established to systematically support the development of Muslim-friendly tourism, leaving Australia’s potential positioning in this market underdeveloped. Consequently, Muslim tourists visiting Australia may encounter challenges in fulfilling their religious requirements. Therefore, the objectives of this study are to analyse the challenges and opportunities of implementing Muslim Friendly Tourism and Hospitality (MFTH) in Australia and to determine the factors that support the implementation of MFTH in overall tourism and economic development in Australia. This study also proposes the MFTH governance framework for Australia. This study adopted a qualitative research design. Data analysis followed a triangulation strategy, integrating insights from literature and document reviews, observational data, and expert interviews to enhance analytical depth and validity. Semi-structured interviews were conducted with 15 tourism industry stakeholders, including policymakers, tourism operators, hospitality industry representatives, academics, and representatives of Muslim community organisations. The data were analysed using both content and thematic analysis, with thematic analysis undertaken manually and further supported by ATLAS.ti to ensure systematic coding and rigorous interpretation. The findings of this study provide a comprehensive analysis of the governance of Muslim Friendly Tourism and Hospitality (MFTH) in Australia, highlighting the structural, economic, cultural, and regulatory challenges associated with its development. Moreover, the study also found governance challenges, including policy and regulatory gaps, visa restrictions, and weak stakeholder coordination, which hinder the structured development of MFTH in Australia. Economic potential remains largely untapped, as Australia has not capitalised on the growing demand for Muslim Friendly tourism. Finally, the development of the MFTH governance framework is based on this study’s findings and has been confirmed by expert interviews. Therefore, this study may assist tourism stakeholders in Australia in formulating policies and effective strategies for the development and implementation of Muslim-Friendly Tourism and Hospitality (MFTH). Such strategic progress is expected to contribute significantly to the growth of the overall tourism economy of Australia. Hopefully, the development of MFTH framework by this research is a significant breakthrough and represents a potentially valuable contribution, aimed at enhancing the travel experience of both local and international Muslim tourists, while positioning Australia as an inclusive and Muslim Friendly destination on the global stage.