Expanding Islamic tourism footprints

Malaysia has been recognised as the “Best Muslim-Friendly Destination (OIC)” and “Best Muslim-Women Friendly Destination of the Year” by CrescentRating and Mastercard at the Halal in Travel Awards 2023. The country also maintained its top position in the “Best Muslim-Friendly Destinations” chart in the “Global Muslim Travel Index (GMTI) 2023” report.

These accolades affirm Malaysia’s global leadership in Muslim-friendly Tourism and Hospitality (MFTH) and Islamic tourism in general. Over the years, the Ministry of Tourism, Arts, and Culture (MOTAC), in collaboration with the Islamic Tourism Centre (ITC), has implemented various initiatives to uphold and reinforce Malaysia’s position as a top Muslim-friendly destination worldwide while actively advancing its Islamic tourism sector.

In 2023, ITC pursued these goals with unwavering determination by engaging various stakeholders and hosting diverse initiatives. The agency also participated in various local and international events to further promote Islamic tourism.

MUSLIM-FRIENDLY TOURISM AND HOSPITALITY (MFTH) AWARENESS SEMINAR

ITC organised a comprehensive ‘Muslim-Friendly Tourism and Hospitality (MFTH) Awareness Workshop’ at the Seri Pacific Hotel Kuala Lumpur on October 24, 2023. The event, attended by over 90 industry professionals, aimed to enlighten participants, including hoteliers, tourist guides, and travel agents, about the essence and potential of MFTH.

The workshop’s core objective was to foster a deep understanding among industry professionals regarding the unique requirements of the burgeoning Muslim tourist market. The event included a briefing on Malaysia’s halal certification by the Halal Management Division of the Department of Islamic Development Malaysia (JAKIM), highlighting how halal practices seamlessly integrate with MFTH products and services.

The workshop featured insights into ITC’s recognition programmes – Muslim-Friendly Tourist Guide (MFTG) and Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR). These programmes set industry standards and guidelines. Tourism Malaysia also guided participants on developing Muslim-friendly travel packages during the awareness seminar.

The workshop was a crucial component of ITC’s initiatives to prepare tourism industry stakeholders for Visit Malaysia 2026 and the growing demand for travel choices by the Muslim tourist market.

Subsequently, the seminar extended its reach to Borneo, covering Sarawak and Sabah on December 1 and 4, 2023, garnering an enthusiastic response from stakeholders in those states.

ITC also held an Islamic Tourism Roadshow featuring Let’s Sembang Together programme and the Islamic Tourism, Entrepreneurship and Leadership Seminar (ITELS). Let’s Sembang Together was held in Seremban, Pulau Tioman, Ipoh and Kuala Lumpur, focusing on MFTH and MFAR. ITELS was held in Seremban and Ipoh, with the participation of ITC’s strategic partners namely Majlis Amanah Rakyat (MARA), Bank Islam and Malaysia Digital Economy Corporation (MDEC).

MUSLIM-FRIENDLY TOURISM AND HOSPITALITY ASSURANCE AND RECOGNITION (MFAR) PROGRAMME

In January 2023, ITC held a groundbreaking workshop and expert review session at the Pulse Grande Hotel Putrajaya. Attended by over 60 participants, including key players in the tourism industry, such as hoteliers, spa operators, theme parks, transportation hubs, medical facilities, convention centres, and highway concessionaires, the workshop aimed to garner insights for the development of MFAR guidelines.

The MFAR initiative promises vast business opportunities for the tourism and hospitality. The programme extends its reach to small and medium-sized enterprises (SMEs), including homestay operators, resorts, and innovative accommodations (glamping, capsule, houseboat), providing them a chance to contribute to the advancement of the tourism industry.

ITC has expanded the scope of its MFAR programme from exclusively covering Muslim-friendly tourist accommodation premises to including spa and wellness centres, medical and healthcare facilities, travel agencies, transportation hubs, shopping malls, amusement parks, rest and service areas, tourism products and convention centres.

The guidelines for tourist accommodation premises are ready, and ITC expects to release guidelines for travel agencies and spa and wellness centres shortly. The agency will soon accept applications from travel agencies, spa owners and hoteliers seeking Muslim-friendly spa recognition, with plans to gradually introduce the MFAR programme’s remaining schemes.

MUSLIM-FRIENDLY TOURIST GUIDE (MFTG) PROGRAMME

Two MFTG training programmes were conducted in 2023. The first session was held from November 7 to 9, 2023, at the Premiera Hotel, Kuala Lumpur. This edition attracted the participation of 34 MOTAC-licensed tourist guides. The second session taking place at IDEAS KL Hotel from December 4 to 6, 2023. With the successful completion of these training programmes, Malaysia now boasts a total of 183 certified Muslim-Friendly Tourist Guides, spread across the nation.

ITC recognises that the Muslim tourist market is growing and that these Muslim tourists have specific travel needs when it comes to food, social interactions, and faith demands during their travels. Therefore, tourist guides, regardless of race or religion, must understand these needs to provide the best service and make tourists feel most welcome in Malaysia.

Upskilling programmes such as MFTG help ensure that Malaysia continues to deliver top-notch MFTH products and services to its Muslim guests and retain its position as a preferred Muslim-friendly tourist destination. The MFTG training programme welcomes MOTAC-registered tourist guides seeking to enhance their guiding services and tap into the vast potential of the Muslim market. This course empowers guides to address the distinct needs of Muslim tourists, elevating their capacity to deliver superior services. Muslim tourists, in turn, will experience a sense of security and assurance under the guidance of certified MFTGs.

The MFTG syllabus included an introduction to Islamic tourism and the Muslim tourist market and the necessary skills needed, including communication skills, itinerary development, and site visits to experience the MFTH products and services in Malaysia.

To be certified as an MFTG and receive the MFTG identification card, certificate, and lapel pin, the participants must sit for an assessment to evaluate their understanding.

THE MALAYSIAN TECHNICAL COOPERATION PROGRAMME (MTCP)

ITC conducted a training course titled “Developing and Managing Muslim-Friendly Healthcare and Wellness Tourism Destinations and Products” as part of the Malaysian Technical Cooperation Programme (MTCP) from October 9 to 18, 2023. Funded by the Ministry of Foreign Affairs Malaysia (MFA), this initiative involved 14
government officials responsible for healthcare and wellness tourism development in their home countries, representing 10 nations.

These countries included Azerbaijan, Bangladesh, Cambodia, Maldives, Nepal, Pakistan, the Philippines, Tajikistan, Thailand, and Timor-Leste. ITC took pride in showcasing Malaysia’s best practices in Muslim-friendly healthcare and wellness through sharing sessions with local experts, lecture classes, and site visits.

In an earlier MTCP session from June 12 to 16, 2023, ITC organised an online programme focusing on ‘Strategies in Developing and Managing Sustainable Ecotourism Destinations and Products in a Muslim-Friendly Tourism and Hospitality Environment.’ The five-day initiative featured expert speakers discussing sustainability and responsible tourism, engaging international participants from Algeria, Azerbaijan, Kenya, Togo, Morocco, Vietnam, and others.

The programme aimed to enhance industry players’ understanding of sustainable tourism to contribute to the elevation of Muslim-friendly tourism in their respective countries.

ENGAGEMENT WITH MALAYSIAN INBOUND CHINA ASSOCIATION (MICA)

As part of its efforts to tap into China’s Muslim tourist market, ITC organised the “Muslim-Friendly Tourism and Hospitality (MFTH) Competency Training” for members of the Malaysian Inbound China Association (MICA) at Royale Chulan Kuala Lumpur from November 1 to 3, 2023.

This was a follow-through on the highly productive sales mission in China last September organised by Tourism Malaysia and led by Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and
Culture (MOTAC), during which the Muslim tourist market potential was observed.

Twenty-five enthusiastic MICA members participated in the training programme to enhance their understanding of the Muslim tourist market and explore opportunities in China, home to an estimated 30 million Muslims.

ITC and Tourism Malaysia guided the MICA participants on how to develop MF packages. These packages were later branded into “Malaysia Malay Culture Packages” and launched at the China International Travel Mart (CITM) in Kunming on November 17, 2023.

The MFTH Competency Training included lectures on the Muslim tourist market potential, MFTH, and industry standards set by ITC. Technical tours to tourist attractions and MFAR-certified hotels provided a practical understanding of how these concepts were applied in the field. Participants also engaged in a group-work presentation and assessment for an immersive learning experience on the last day of the training programme.

Fifteen MICA members also participated in the three-day Muslim-Friendly Tourist Guide (MFTG) training programme organised by ITC from December 4 to 6, 2023, at IDEAS KL Hotel. The comprehensive training programme equipped MICA members with the knowledge and skills to effectively cater to the unique needs and preferences of Chinese Muslim tourists.

In 2019, at the peak of tourism before the pandemic, Malaysia attracted 5.3 million Muslim tourists, contributing RM16.7 billion to the economy. Among them, 56,057 were Muslim tourists from China, spending RM275.9 million.

Ranked at the top of the Mastercard-CrescentRating GMTI 2023 report for the eighth consecutive year, Malaysia is poised to be the ultimate destination for the Chinese Muslim market, meeting all their travel needs. The opportunity Malaysia sees in the Chinese Muslim tourist market aligns with its commitment to ensuring the sustainability of its tourism industry.

In 2023, ITC, under the leadership of its Director-General Nizran Noordin, significantly intensified its efforts to tap into China’s Muslim tourist market. Nizran has actively participated in several events and sales missions to China, promoting Islamic tourism and its development in Malaysia. – RnR