The delegates at Masjid Selat Melaka, Bandaraya Melaka.
Malaysia welcomed an impressive 58,000 Chinese Muslim tourists between February and March this year, surpassing the initial target of 17,500 set for February to December. According to the Malaysia Inbound Chinese Association (MICA) in its 1st Quarter 2024 report, this significant influx generated a remarkable RM92.8 million in tourism revenue.
China, a crucial source market for Malaysian tourism, has long contributed significantly to the country’s tourism revenue and cultural exchange. Recognising the importance of this market, the Ministry of Tourism, Arts, and Culture (MOTAC) has been diligently working to expand opportunities within this sector, including leveraging Malaysia’s esteemed status as a pioneering Muslim-friendly destination.
The significant increase in Chinese Muslim tourists underscores the effectiveness of the targeted marketing strategies implemented by MOTAC’s agencies, notably the Islamic Tourism Centre (ITC). One of the key initiatives contributing to this success is the China Imam Familiarisation Trip, organised by ITC in collaboration with MICA. This trip allowed influential religious leaders from China to experience Malaysia’s Muslim-friendly attractions firsthand. These Imams, appointed by MICA as Malaysia’s Travel and Culture Ambassadors, helped to promote the country’s welcoming and diverse tourism offerings within their communities.
ITC’s active participation in numerous sales missions to China has also been instrumental in positioning Malaysia as a top-tier destination for Chinese Muslim travellers. The agency has actively collaborated with stakeholders to enhance and showcase Malaysia’s diverse Muslim-friendly tourism offerings. It remains open to those seeking opportunities in this growing market for continued collaboration. – RnR
