Enhancing Awareness of the Needs of Muslim Visitors among New Zealand Tourism Operators

Abstract

Summary Muslim visitor-friendly tourism has become one of the fastest growing sectors of the industry. New Zealand, a country whose tourism industry is a central pillar of the national economy, has witnessed an increase in visitors from countries where Islam is the dominant religion in recent years, the COVID-19 pandemic notwithstanding. The country also has a small but significant Muslim population. It is against this background that this case study aims to enhance awareness of the faith-based needs of Muslim visitors and the steps that can be taken by tourism operators to meet these. Although the case is situated in New Zealand, it has implications beyond these borders. It explores both Muslim visitors’ and tourism operators’ perspectives, including through video material. The case highlights the importance of satisfying traveller needs in a culturally sensitive way. The end goal of this case study is to recognize the morality of doing the right thing and the business imperatives related to this. Information © The Authors 2023