Muslim-friendly tourism has emerged as a significant segment within the global travel industry, driven by the increasing demand for destinations that cater to Muslim travellers’ unique needs and preferences.
With a rapidly growing Muslim population worldwide, countries have recognised the importance of developing tourism offerings that align with Islamic principles and provide a welcoming environment for Muslim visitors.
Malaysia has positioned itself as a leading destination for Muslim-friendly tourism, and at the forefront of promoting this sector is the Islamic Tourism Centre (ITC).
As an agency established under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) in 2009, ITC is dedicated to developing and promoting Islamic tourism in the country. It serves as a critical entity responsible for enhancing the Muslim-friendly Tourism & Hospitality (MFTH) brand, supporting the efforts of MOTAC and Tourism Malaysia in attracting Muslim travellers to Malaysia.
Through programmes encompassing research, training, recognition, education, capacity development, and industry advancement, ITC aims to empower the Islamic tourism segment and ensure that Malaysia remains a preferred destination for Muslim tourists.
ISLAMIC TOURISM MONTH
Building upon the landscape of Muslim-friendly tourism in Malaysia, ITC will organise the highly anticipated Islamic Tourism Month (ITM). ITM serves as a platform to showcase Malaysia’s diverse Islamic tourism offerings and experiences while fostering collaboration and rebuilding the industry following the reopening of borders post-Covid-19 and towards Visit Malaysia 2025 (VM2025).
The month-long event is on Aug 21-Sept 17, 2023. This initiative was first introduced in 2022 as Islamic Tourism Week (ITW), which managed to capture more than 30 strategic partners offering enticing
and special discounts and packages during two weeks.
The launch of ITM 2023 will take place on Aug 24, 2023, in Perak. This launch event will set the stage for engaging
activities and programmes catering to tourism players’ and tourists’ interests and needs.
ITM 2023 will feature five major programmes, including Mosque Open Day, seminars and talks on Muslim-friendly tourism, expos and showcases, promotions and offers, and unique collaborative programmes such as Quran recitation events, Malaysia Quran Hour, modest fashion shows, and more.
ITM 2023 will also feature the participation of various industry sectors, including hotels, homestays, spa and wellness centres, medical and healthcare facilities, theme parks, shopping malls, airlines, food and retail outlets, and training providers offering discounted offers and promotional packages. This extensive involvement ensures visitors enjoy various Muslim-friendly services and experiences in Malaysia.
AN INCLUSIVE AND COMPREHENSIVE EVENT
The potential collaborators of ITM 2023 include prominent mosques like Masjid Jamek Sultan Abdul Samad Kuala Lumpur, Masjid Sri Sendayan, Muzium Masjid Sultan Abdullah Pekan, Masjid Muhammadiyyah Ipoh, Masjid Sultan Iskandar Johor Bahru, and Masjid Tuanku Mizan Zainal Abidin Putrajaya.
As part of its seminars and talks component, ITM 2023 will offer a diverse range of programmes and interactive sessions to enrich the knowledge and skills of its participants. These include the Muslim-friendly Tourism & Hospitality (MFTH) training, MFTH Assurance & Recognition (MFAR) programme, Muslim-friendly Tourist Guide (MFTG) training programme, Mosque Tour Visit (MosVi), the Share, Enrich, Enhance, Develop (SEED) programme and Islamic Tourism Entrepreneurship and Leadership Seminar (ITELS).
Partners of ITM 2023 can look forward to a host of valuable benefits. By joining this prestigious event, businesses will gain enhanced visibility through dedicated promotion on the ITM 2023 microsite and strategic social media exposure.
Discounted fees for exhibition booths at renowned events like MATTA 2023 and the Malaysia International Halal Showcase (MIHAS) 2023, under ITC banner, will provide them with a unique platform to showcase products and services to industry professionals and potential partners. They can also take advantage of exclusive discounts of at least 15 per cent on all ITC training programmes to expand their skills and knowledge in the Islamic tourism sector.
In recognition of their involvement, product and company information will be included in the goodie bags distributed during various ITM 2023 programmes, providing additional exposure and engagement opportunities. Additionally, partners will receive a certificate of ITM 2023 participation, acknowledging their contribution to this prestigious event.