By Dr Mohmed Razip Hasan
The demand for Islamic tourism has soared, and many countries have identified it as an emerging segment within the travel, tourism and hospitality industry.
Hence, destinations need to innovate and develop the right products, which involve two main criteria – halal foods and comfortable prayer facilities.
Due to process and supply chain complexity and rapid market and consumer behaviour change, security, safety, and governance are crucial today. Economic, geographical, sociological, and geopolitical factors affect Muslim travel. It offers big market opportunities.
The writer has chosen business tourism and events as the topic for this issue.
THE POWER OF NATIONAL EVENTS
Malaysia celebrated its 67th Independence Day (Merdeka) on Aug 31, with the theme: Jiwa Merdeka. The celebration can be developed and packaged as a tourism product to showcase Malaysia as a respectable nation, along with its sovereignty, trust, peace and harmony, and unity in diversity.
Islamic tourism development and promotion can benefit from it. Tourism Malaysia formerly used this huge event to invite foreign journalists, travel operators, meeting planners, and influencers under the Malaysia Mega Familiarisation travel Programme. The guests explored Malaysia after the event.
It was stunning when media wrote articles and made documentaries and product and tour managers offered fresh Malaysia tour packages for their audiences. This strategy can still be successful, but the substance and mechanics may alter with the context and technology.
POWER OF PR EVENTS
Recently, Chef Khairul Aming, aka KA, hosted Christopher Luxon, Prime Minister of New Zealand, who was on a three-day visit. In his restaurant – Hidang – Selera Kampung Selera Kita, he showcased Malaysian signature dishes such as nasi lemak, roti jala, kuih-muih and popular teh tarik and ais kacang.
KA made his name in New Zealand through a popular cooking series on Xplatform. KA also discussed with Luxon about tourism exchange, halal meat, nature conservation and potential SMEs exchange.
Tourism Malaysia, via its office in Auckland, MATRADE, and HDC, should collectively leverage this for NZ halal businesses and Islamic Tourism potentials. Making KA a Gastronomy Tourism Ambassador for Malaysia is worth consideration.
POWER OF BUSINESS EVENTS
Several business events related to Islamic tourism and the halal industry have been held recently.
• Tourism Industry Awards (TIA) 2024: This was held on Jul 26 by Malaysia International Tourism Development Association (MiTDA) and Santai Travel magazine to recognise tourism industry players. The Best Muslim Friendly Hotel 2024 was awarded to Mardhiyyah Hotel and Suites, Shah Alam, Platinum Category MFAR Hotel and Best Convention and Exhibition Centre to World Trade Centre KL (WTCKL), and other prestigious awards to Sunway Hotels & Resorts Group, Attana Hotels Group – Perdana KLCC & Perdana Kota Baru – as Muslim-friendly properties.
• Asia Islamic Tourism & Trade EXPO Conference & Exhibition (AITEX) and World Islamic Tourism & Trade Awards (WITA) 2024: These were organised by the Malaysian Tourism Agency Association (MATA) on Aug 23-26. I was a speaker and touched on understanding Islamic tourism.
The participants were from ASEAN, Balkan, North Africa and West Asia. The resolution passed by the conference to upgrade the AITEX to WITEX beginning 2025.
It is interesting to learn that the two abovementioned events were initiated by the private sector/NGO. This is a new trend and should be encouraged and supported as it is already practised at regional and international levels.
• 4th World Islamic Tourism Conference (WITC): This is organised by the Islamic Tourism Centre (ITC) of the Ministry of Tourism, Arts and Culture on Sep 12-13. The conference has lined up prominent local and international speakers.
• World Halal Business Conference 2024: This is staged by the Halal Development Corporation Berhad (HDC), an agency under the Ministry of Investment, Trade, and Industry (MITI), on Sep 17 at MITEC, KL, alongside MIHAS – highlighting thought leadership session on Building A Sustainable Future Through Halal Economy.
• Malaysia International Halal Showcase (MIHAS): Organised by MATRADE on Sep 17-20 at MITEC, it promotes new products, services and collaborations. Muslim-friendly travel is one of the components that support the theme and focus of this year’s MIHAS – Globalising Halal Innovations and Sustainability.
CONCLUSION
The primary objective of these international business events is to promote the Islamic economy through halal industry and Islamic tourism. The size of the exhibition and conference, topics of discussion and participants and delegates are far bigger in investment and critical as they involve G2G, B2B. B2C categories. This reflects the trillion dollars of halal business and its dynamic in months and years to come.
Similarly, they should also create impactful public relations (PR) programmes to communicate the proper and compelling message to the target groups. Both business events and PR are complimentary to each other.
Finally, on 12th Rabiul Awal 1446H (this year falls on Sep 15), Muslims commemorate the birthday of the Prophet Muhammad (pbuh), also known as Maulidur Rasul or Mawlid. In Malaysia, it is a national holiday and various programmes are organised in the form of prayers, parade,, lectures and forums, among others.
In the context of the halal industry and Islamic tourism, we continue to strive to perform the best we can for the benefit of humankind and seek forgiveness and guidance from Allah.
Wassalam. – 
@Halal
