Malaysia has established itself as a leading force in Islamic tourism, earning widespread acclaim and recognition. The country’s unwavering dedication to providing exceptional experiences for Muslim travellers has placed it at the forefront of the industry.
Malaysia’s outstanding achievements in Islamic tourism were celebrated at the Halal in Travel Awards in Singapore, held on June 1, 2023, when the country received the prestigious recognition as the “Top Muslim-Friendly Destination (OIC)” and “Muslim Women-Friendly Destination of the Year” by CrescentRating and Mastercard.
It also proudly retained its top position as “Top Muslim-Friendly Destination” in the “Global Muslim Travel Index (GMTI) 2023” report at the same event.
According to Dato Sri Tiong King Sing, Ministry of Tourism, Arts, and Culture (MOTAC) Minister, this achievement is a source of pride that further solidifies Malaysia’s position and branding as a leader in the Islamic tourism segment and Muslim-Friendly Tourism and Hospitality (MFTH) regionally and internationally.
Malaysia attracted 2.12 million Muslim tourists to the country last year, with Muslim tourist spending totalling RM5.37 billion. This development demonstrates Muslim travellers’ desire and capability to enhance the country’s international tourism sector.
TOP MUSLIM-FRIENDLY DESTINATION
While Malaysia has been seriously exploring and attracting Muslim tourists for over a decade, the Islamic Tourism segment has recently gained attention from other leading destinations worldwide. This year, both Malaysia and Indonesia shared “Top Muslim-Friendly Destination” ranking in the GMTI.
“As a leader in the Islamic Tourism industry, Malaysia is proud to witness this sector’s development, garnering increasing attention from international tourism practitioners,” said Tiong in an official statement.
The Muslim travel market is a significant global segment. According to the GMTI, Muslim international arrivals reached 110 million in 2022 and are forecasted to reach 140 million this year. By 2028, it is expected to reach 230 million, with a projected expenditure of US$ 225 billion. Asia currently leads with over 31 per cent of travellers to the region identifying as Muslims.
Indonesia and Malaysia, with equal scores in this year’s index, have established themselves as renowned choices for Muslim travellers. Indonesia had previously secured the top position in the 2019 report, while Malaysia has consistently maintained its leading position in the GMTI since 2015.
The index evaluates destinations based on four critical criteria: Access, Communications, Environment, and Services (ACES). Southeast Asian destinations excelled in all four criteria, ranking among the top 10 globally. In the overall assessment, Indonesia and Malaysia achieved an impressive 73 out of 100.
The report also found several global travel behaviours impacting trends among Muslim travellers, with the demographic increasingly: incorporating sustainability into their travel; opting for destinations and activities to improve their health and wellness; finding opportunities for immersive experiences and authenticity; and incorporating personal development into their travel plans.
MUSLIM WOMEN-FRIENDLY DESTINATION
According to the report, Malaysia emerged as the leading Muslim women-friendly destination. It highlights Malaysia’s well-rounded appeal to Muslim women, emphasising safety, the absence of faith restrictions, and sustainable socio-economic practices.
Indonesia follows closely with a score that mirrors Malaysia’s, showcasing its comprehensive efforts to create a welcoming environment for Muslim women.
The report also highlights the evolving landscape of Muslim women travelling within the Organisation of Islamic Cooperation (OIC) destinations, acknowledging their unique needs and preferences. Each destination provides a comfortable, secure, and faith-friendly environment catering to Muslim women travellers.
The Mastercard-CrescentRating Muslim Women in Travel (MWIT) 2019 report introduces the P.A.I.N.S model, which identifies unique concerns stakeholders should address regarding Muslim women travellers.
The model stands for Privacy, Amenities, Identity, Networks, and Safety. By addressing the problems outlined in the P.A.I.N.S model, stakeholders can enhance the travel experiences of Muslim women and create a more inclusive and welcoming environment for their unique needs and preferences.
WELCOMING MORE ISLAMIC TOURISM PLAYERS
MOTAC Deputy Minister Tuan Khairul Firdaus Akbar Khan proudly accepted the awards on behalf of Malaysia at the Halal in Travel Awards. These prestigious accolades catalyse MOTAC and its agency, the Islamic Tourism Centre (ITC), to further strengthen their commitment to positioning Malaysia as a preferred destination for Muslim travellers.
With unwavering dedication, Malaysia strives to welcome increasing numbers of Muslim tourists by offering various activities, services, and facilities that promise a unique, captivating, and unforgettable tourism experience.
This endeavour benefits Muslim travellers and extends to non-Muslim visitors who seek to explore Malaysia’s rich culture, heritage, history, and Islamic architecture.
The encouragement is extended to local entrepreneurs and industry practitioners of all religions and ethnicities to develop their own Muslim-friendly services as an added value. They are also urged to actively engage in courses and programmes offered by the ITC, such as the Muslim-Friendly Tourist Guide (MFTG) course, designed for licensed local tour guides, and the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, which provides promising business development opportunities for Malaysians in the rapidly growing Islamic tourism industry.
Together, these efforts foster a vibrant and inclusive tourism landscape, showcasing Malaysia’s unwavering commitment to providing exceptional experiences and services to cater to Muslim and non-Muslim travellers’ diverse needs.
