Unexploited Business Opportunities: Attracting Islamic Tourists to Australia

Abstract

Aim: to attract Moslem tourists to Australia as this sector is an unexploited market in an environment of Islamic distrust caused by recent bad publicity.

Method: Survey the literature to extract the latest pertinent factors like drivers and key factors, select an appropriate theoretical framework and find the most recent tourist strategic plans capable of adaptation to suggest directions to the industry.

Result: Exploratory analysis guided by Winnett’s Framework to organise present recent empirical data and application of this latest data to synthesise a new relevant strategic plan, taking into account Muslim values, their wealth, focal relevant sporting events, competing products to consider.

Findings exploratory conclusion: suggested vision, strategic goals, priorities, strategies and objectives to be executed, given that available access and a large amount infrastructure already exists ready to be developed or further exploited by innovative partnerships. (147words)

Key Words: Marketing, Australian Tourism, Islamic world, strategic plan, Muslim prejudice