Success in halal travel is attainable. Are suitable tour packages available?
BY Dr Mohmed Razip Hasan
Alhamdullillah. We are now in 2024 and look forward to a successful year ahead, Insha-Allah.
The past year has a lot to tell. It was filled with many challenges that spilt over into a new year. World affairs have turned rigidly and are sending alarms in their way.
In the last leg of the year, we witnessed the destruction and crisis against nature and humans in significant parts of the world, yet it made no difference in developed and developing countries.
Floods, earthquakes, volcano eruptions, wars and unrest, border formalities and issues, political upheavals, climate change,
technological advancement, currency fluctuations, and viral diseases were travellers’ concerns.
Like other businesses, travel is also at risk. Obviously, business has to go on with well-planned and deep-thought strategies to remain competitive and viable. More so in halal travel.
Despite many local players still being in doubt or lacking adequate knowledge about this new segment’s potential, it has a bright future.
SLOWLY BUT GRADUALLY
But, I do believe that in Malaysia, the relevant agencies like Tourism Malaysia, State Tourism Bodies, the Islamic Tourism Centre (ITC) and Tourism NGOs are gearing up to address this through engagement and collaboration. Slowly and gradually, we see halal tours or Muslim-friendly travel packages in the market.
Nonetheless, the inclination is still outbound. Southeast Asia, especially Malaysia, has many attractions and products that may interest Muslim and non-Muslim tourists and encourage them to visit and appreciate.
While the importance of ranking is debatable, as a destination, it signifies hard work and achievement at most to attract and instil users’ and investors’ confidence in the industry. The recent State of Global Islamic Economy Report 2023 by DinarStandard may explain such a need.
In halal tour product development, the product’s dimensions should be attractive, well-managed, affordable, and of acceptable quality. As the basic principle is halal, the product features and contents must reflect this physically and psychologically.
The design of the tour package may cover religious and non-religious products and services as long as they observe and adhere to Islamic principles and values.
For example, one tour package may contain a stay in a recognised Muslim-friendly accommodation with halal breakfast, visits to national or State mosques with facilities like robes for ladies and in-house trained guides to receive tourists (Muslims or non-Muslims).
ALTERNATIVE OR COMPLEMENTARY
Muslim tourists may perform prayer at a given time during the visit to the mosque. Non-Muslim tourists who join the halal tours may have the opportunity to see and learn about the history, architecture, and surroundings that depict Islamic traditions and values.
After this visit, they may proceed to other recommended attractions like lakes and gardens, handicraft centres, Islamic architecture and buildings. Then, go shopping for quality Islamic fashions and designs, and do not forget to savour halal foods and delicacies in many certified halal restaurants and cafes.
At free and easy, they may mesmerise with halal spa and wellness. The list goes beyond appreciating nature and the environment.
Apart from physical gains, halal travel promotes the psychological aspect, which is critical nowadays. It educates travellers about preserving and conserving priceless nature, environment, protecting humanity, local history, heritage and traditions, and appreciating and enriching knowledge and universal values.
Halal travel, or Muslim-friendly travel, has its uniqueness and values. Hence, for Malaysian operators to design, promote, and deliver quality, total commitment and understanding of the dos and don’ts are required.
The criteria are available for tour operators, hotel operators and tourist guides to refer to as prescribed in Malaysia Standard MS 2610:2015 Muslim-friendly hospitality services – Requirements.
As we sail the new year 2024, travellers demand value and quality. The one-fits-all strategy is no longer dominant. Market segmentation and product differentiation may apply firmly. Halal travel is either an alternative or a complementary to existing conventional packages. Both mechanisms, InshaAllah, may create a new economic demand and success. –
Dato’ Dr Mohmed Razip Hassan is the former director-general of the Islamic Tourism Centre (ITC) and former deputy DG of Tourism Malaysia. He is now the Advisor Emeritus of @Halal.
