Discovering Muslim-friendly Malaysia

With China’s international borders reopening, Malaysia strategically focuses on the growing Chinese Muslim tourist market to strengthen its Islamic tourism segment.

The Islamic Tourism Centre (ITC), in collaboration with the Malaysian Inbound Chinese Association (MICA), organised the ‘China Imam Fam Trip: Discover Muslim-Friendly Malaysia” programme targeting 35 Imams from 14 provinces in China converging in Malaysia to explore the country’s exciting attractions and its Muslim-friendly tourism and hospitality experiences.

This initiative, held from January 10 to 16, 2024, showcased Malaysia’s diverse tourism offerings, highlighted its array of halal cuisines, and underscored its commitment to providing Muslim-friendly hospitality.

During their stay, the Imams had the opportunity to visit Putrajaya, Kuala Lumpur, Bandar Melaka, Seremban, Port Dickson, Shah Alam and Bentong, among others, and engage with local communities, experience Malaysia’s renowned hospitality, and gain firsthand insights into the country’s unique blend of cultures.

“China has always been among a key tourist source market for Malaysia, and the Ministry is putting in efforts to expand the opportunities here for our tourism industry. As one of the pioneering Muslim-friendly destinations, we also recognise the immense potential of the untapped Muslim market in China,” said Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing.

ATTRACTING 1.5 MILLION MUSLIM TOURISTS FROM CHINA

In addition to the recently unveiled Malaysian visa liberalisation plans to facilitate entry for international tourists, including Chinese travellers, Tiong said the Ministry is actively working to optimise flight connectivity to promote exchanges and deepening interactions between the Muslim communities in Malaysia and China.

Through negotiations with multiple airlines, they anticipate launching a round-trip flight from Xi’an to Kuala Lumpur in March and a chartered flight from Urumqi to Kuala Lumpur in May or July this year, aiming to enhance connectivity between the two countries.

“The timing of this Fam Trip is perfect, as 2024 also happens to be the 50th anniversary of diplomatic relations between China and Malaysia. Celebrating five long decades of cultural exchange and understanding, which is reflected in the itinerary of this trip. The Imams will have the opportunity to immerse themselves in Malaysian Muslims’ culture, food and lifestyle.

“I am confident that the efforts by ITC and MICA will be the beginning of more collaboration between industry organisations. Our industry players have the expertise, knowledge and resources to explore other areas in the growing Muslim tourism market.

“I hope through this platform, MOTAC will able to attract 1.5 million Muslim tourists from China this year. In conjunction with the 50th anniversary of diplomatic relations between China and Malaysia, I also call upon these similar activities to intensify cultural exchange activities between Malaysia and China as a symbol of celebrating the close cooperation between the two countries,” said Tiong.

IMAMS AS MALAYSIA’S TRAVEL AND CULTURE AMBASSADORS

In seven days of the Fam Trip, the Imams from China were introduced to Malaysia’s rich cultural heritage, historical landmarks, and vibrant traditions, along with its Muslim-friendly tourism and hospitality offerings through a carefully curated itinerary.

Upon their return, the Imams were expected to share their Muslim-friendly Malaysia experience with their respective Muslim communities back home, serving as great ambassadors for Malaysia.

“We appreciate ITC and MICA for organising this itinerary, and the positioning is very accurate. The experience is very profound, especially for the Muslims. We feel that the host (Islamic Tourism Centre and MICA) had considered our Muslim lifestyle,” said Yang Xingwen, an Imam from the Chinese Muslim Cultural and Fraternal Association in Hong Kong.

“We appreciate being on this journey for the past six days despite the schedule being a bit tight. We do hope that we have more extended time and have more experiences.”

Another Imam from Lanzhou, MaJu, mentioned that one of the exciting highlights of Malaysia is its diversity and inclusivity. During their visit, they met many friends who were not Muslims, providing them with a full spectrum of services and hospitality. They could genuinely feel the sincerity of the people they encountered—they were humble and respectful.

“We hope that the Muslim population, distributed in more than 200 countries, regardless of whether Muslims are the majority or minority in that country, will visit Malaysia, where Islam is perfectly integrated with modern civilisation, to truly experience the ultimate values of Islam,” he concluded.

ITC Director-General Nizran Noordin emphasised that providing these Imams with a firsthand experience of Malaysia will enable them to effectively promote the country to their friends, family, and community back home.

“With the Imams’ support, we anticipate MICA to sell at least 18,000 travel packages to Chinese Muslim tourists after this Fam Trip, contributing RM28 million to Malaysia’s tourism industry income. This aligns with Malaysia’s goal to reach 1.5 million Chinese Muslim arrivals in 2024.”

Commenting on this first ITC-MICA collaboration, MICA President, Dato’ Dr Angie Ng said: “From having served the China market for years, we have come to understand the important role that Imams play within their community.”

“Understanding this, we are proud to appoint them as Malaysia’s Travel and Culture Ambassador, to help us promote Malaysia in China. They will be the bridge between MICA and the Chinese Muslim community, and the Imams can share all the good experiences of this Fam Trip with their friends and family.”

The successful Fam Trip is anticipated to create a ripple effect, leading to increased Chinese Muslim tourist arrivals in the run-up to Visit Malaysia 2026, further solidifying Malaysia’s position as a premier Muslim-friendly tourism destination.

The Gala Dinner of the Fam Trip also witnessed MOTAC Deputy Minister Khairul Firdaus Akbar Khan launching the My Ramadan Experience programme, a collaborative endeavour by ITC and Tourism Malaysia in partnership with hotel associations and travel agencies. This immersive 4D3N or 3D2N programme offers an unparalleled opportunity to immerse oneself in the vibrant festivities of Ramadan in Malaysia. – RnR