Adding significant value to spas, wellness centres, and travel agencies with the adoption of new MFAR guidelines
The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) is a recognition Islamic Tourism Centre (ITC) awarded to tourism industry players and businesses that have fulfilled specific Muslim-Friendly Tourism and Hospitality guidelines.
This recognition demonstrates tourism businesses’ unwavering commitment to addressing Muslim tourists’ concerns and needs, providing them with assurance and confidence. It is a powerful branding and marketing tool to showcase businesses to the Muslim tourist market.
Following the positive response to MFAR recognition for tourist
accommodations, ITC will soon release the latest MFAR guidelines for spa and wellness centres and travel agencies. The upcoming release of these updated guidelines will allow these facilities and entities to apply for certification, enhancing their value as Muslim-friendly establishments, and indirectly working as a marketing tool for these establishments.–
A UNIQUE SELLING PROPOSITION
Malaysian Association of Wellness Trainers (MAWT) President and Teratak Spa owner Liz Othman praised ITC’s MFAR initiative, considering it timely for the spa and wellness industry.
She emphasised that, regardless of personal opinions, there was a prevailing public perception associating spa businesses with vice or immoral activities. With the introduction of MFAR guidelines and recognition, she believes spa and wellness establishments adhering to Muslim-friendly standards could distance themselves from this negative perception.
“Plus, the guidelines enable spa operators to enhance their service offerings by creating new spa designs and protocols. Incorporating the Muslim-friendly concept can serve as a Unique Selling Proposition (USP), attracting more guests and increasing sales.
“We are encouraging our (MAWT) members to truly understand and digest the concept of Muslim-friendly spa standards, motivating them to pursue and attain the MFAR certification. We have created a sub-committee to assist the members in complying with and adhering to the required standards.”
She highlighted that the recognition and certification will strengthen spas, attracting patrons concerned about Shariah-compliant businesses, including Muslim tourists.
“The comprehensive nature of the MFAR scheme, encompassing sustainability and employee welfare, will attract more local talent, especially among Muslims who may have had restrictions in practising their beliefs, such as zero contact with the opposite gender or wearing the hijab.
“Therefore, as operators, we will have more options for personnel. Additionally, with the noble values emphasised in the Muslim-friendly spa standards, the sincerity of the personnel will be further boosted.”
PROMOTING AN INCLUSIVE TOURISM EXPERIENCE
“Muslim-Friendly Tourism and Hospitality (MFTH) is a commendable approach that recognises the diverse needs of Muslim travellers. Implementing the Muslim-Friendly
Tourism and Hospitality Assurance and Recognition (MFAR) guidelines for travel agencies signifies a shift towards inclusivity, sustainability, and heightened awareness of cultural sensitivities,” said Andalusia Travel & Tours Chief Business Officer, Izzati Ibrahim.
“In the context of sustainability, the guidelines foster responsible tourism practices, encouraging travel agencies to adopt eco-friendly initiatives. This aligns with the global call for sustainable travel, acknowledging the importance of minimising environmental impact.
“Moreover, the emphasis on employee welfare underscores the ethical dimensions of the travel industry, promoting fair treatment, proper training, and conducive working conditions.”
Izzati emphasised that MFTH and MFAR guidelines promote cultural sensitivity by aligning services with Islamic principles, including providing halal options and prayer facilities. These guidelines are crucial in reaching the growing Muslim travel market, contributing to an inclusive and sustainable tourism sector. They reflect a commitment to meeting diverse traveller expectations and promoting responsible business practices.
PROVIDING A DISTINCTIVE COMPETITIVE ADVANTAGE
According to Izzati, obtaining MFAR recognition can be a strategic move for Andalusia, yielding multifaceted benefits. Firstly, it provides a distinctive competitive advantage by showcasing a commitment to inclusivity and cultural sensitivity. This differentiation is crucial in attracting Muslim travellers seeking services aligned with their religious and cultural preferences.
“MFAR recognition contributes to an enhanced reputation for the travel agency. Positive reviews and testimonials from satisfied Muslim clients reinforce credibility and act as powerful endorsements in a globally connected market. This positive word-of-mouth can significantly bolster Andalusia’s image.
“The long-term gains include increased customer loyalty. By consistently delivering Muslim-friendly services, Andalusia builds trust and loyalty among Muslim travellers, encouraging repeat business and referrals. This loyalty is further solidified when the agency demonstrates a commitment to sustainability and responsible tourism practices, aligning with the growing global awareness of ethical travel.
“MFAR recognition opens doors to global partnerships with Muslim-friendly establishments. Collaborations with hotels, airlines, and other service providers that share similar values enable travel agencies to offer comprehensive and seamless Muslim-friendly travel packages, expanding their market presence and service offerings,” she explained.
To encourage Andalusia Travel & Tours members to pursue MFAR certification, Izzati said the agency would implement comprehensive education campaigns, establish incentive programmes, provide resource support, and foster internal recognition and communication.
