Islamic Tourism Centre (ITC) and TUI International Holiday (Malaysia) Sdn Bhd signed a Memorandum of Understanding (MoU) today to strengthen Malaysia’s positioning as a Muslim-friendly holiday destination.
The joint effort focuses on providing Muslim-friendly accommodation in Malaysia on the TUI website. A unique “Muslim-friendly” label on the TUI website will enable prospective customers to search for such hotels, facilitating accommodation booking efficiently.
In this regard, hotels certified by ITC under the Muslim-Friendly Accommodation Recognition (MFAR) programme will be promoted through the TUI Malaysia IBE (Internet booking engine) with the MFAR logo featured prominently.
Currently, 52 hotels nationwide have received the MFAR certification, attesting to their provision and delivery of specific requirements such as halal kitchens and dining facilities certified by JAKIM, the availability of Muslim prayer facilities and the display of Qibla directions in guest rooms.
Dato’ Dr Mohmed Razip Hasan, Director-General of ITC, said: “ITC has been actively engaging with hotels to guide them on the potential of the Muslim tourist market and help them to understand what the market needs so they can successfully cater to it. Once they have complied and received the MFAR certification, it becomes a key branding tool for hotels to brand themselves to this market.”
He added: “This collaboration with TUI is our effort to continue supporting the current MFAR recipients to penetrate this market further. It’s a motivation for our MFAR hotels to continue maintaining their quality and improve their excellent products and services to meet the demand and expectations of travellers.”
“It’s also an added incentive for more hotels to come on board the programme with ITC, and we welcome more hotels to do so and benefit from the growth of the Muslim tourist market,” he shared.