Since his appointment as the Director-General of the Islamic Tourism Centre (ITC) on 10 July 2023, Nizran Noordin has been a catalyst for change.
With over 24 years of dynamic leadership and transformational growth experience, his diverse background in a Malaysian diversified conglomerate, investment banking, technology entrepreneurship, state government administration, and leadership of a public-listed company uniquely positions him to steer ITC towards new horizons.
Building on the foundation laid by his predecessors and the ITC team, Nizran is championing efforts to tap into the rapidly expanding Muslim-Friendly Tourism and Hospitality (MFTH) sector, which is projected to grow to a staggering US$225 billion globally by 2028.
“If I were to discuss my personal vision, I would reflect on my experience during the first quarter of my tenure. It was a steep learning curve, transitioning from property development and a long career in information technology to the tourism industry. It was a steep learning curve, but having said that, it is a fun industry to be in,” shared Nizran.
He noted that despite the challenges, the tourism sector had been very engaging. He has had numerous opportunities to interact with stakeholders, travel extensively to
connect with international partners and explore potential sources of incoming tourist arrivals.
“In the initial three months, I focused on understanding ITC’s products and services and identifying their unique selling propositions. I believe ITC is fortunate to have had strong predecessors and a dedicated team that developed these valuable products and services that we find useful now.”
Nizran stated that his mandate was to expand the reach of the products to as many marketplaces as possible. It includes broadening the scope of offerings, from capacity building to increasing participation in recognition programmes like the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guides (MFTG), among others.
With the team’s support, he noted that they had made ITC’s products more visible and positioned the MFTH brand as a leading industry ecosystem. Notably, in May of this year, Malaysia once again secured its
position as the premier destination for Muslim travellers, marking its ninth consecutive year leading the Mastercard-CrescentRating Global Muslim Travel Index (GMTI).
STRATEGIC PARTNERSHIP AND INTERNATIONAL PROMOTION
During his one year at ITC, Nizran has shifted ITC’s focus from purely capacity building to promoting awareness in international markets through strategic partnerships. These collaborations, such as the one with the Malaysian Inbound Chinese Association (MICA), are crucial for extending ITC’s reach and enhancing Malaysia’s visibility as a top Muslim-friendly destination, fostering optimism about the agency’s future.
“Additionally, with support from the Ministry of Tourism, Arts, and Culture, ITC has taken a lead role in developing Malaysia as an Umrah hub for Southeast Asia, East Asia, and Oceania,” Nizran added.
By positioning Malaysia as a central hub for Umrah, ITC aims to attract a significant number of pilgrims from neighbouring regions, boosting the country’s tourism sector and solidifying its reputation as a Muslim-friendly destination.
INCREASING ARRIVALS AND REVENUE
To address competition and improve standing, Nizran stressed the need to increase tourist arrivals and extend the average length of stay. Strategies to achieve this include diversifying and enhancing tourism products by developing new attractions and experiences that cater to a wide range of interests and preferences. This also involves refreshing and upgrading existing destinations to make them more appealing and competitive.
“There are several strategies to achieve this. We should diversify and increase the number of tourism products available, refresh or enhance existing destinations, and improve connectivity, both into Malaysia and within the country. This way, we can offer tourists multiple destinations to explore during their visit.”
This comprehensive approach not only enhances the overall tourist experience but also helps position Malaysia as a more attractive and accessible destination in the global tourism market.
15 YEARS OF ITC
Nizran remarked on ITC’s 15-year journey, expressing amazement at the progress made. He noted that what started as just an idea following the Commonwealth Tourism Centre, and from ground zero, has evolved significantly over the past 15 years. He reflected on how the space, which initially might not have been recognised as a standalone business model, has been successfully developed. Nizran acknowledged the substantial achievements of his predecessors, the past team, and the current team.
“From identifying opportunities and expanding on them via research, market intelligence, and information exchange with other countries, ITC has come a long way. As the saying goes, Rome wasn’t built overnight. Similarly, ITC’s progress since 2009 shows that with proper drive, direction, and focus, great achievements are possible.”
Nizran stated that the success achieved by his predecessors, with the support and guidance of MOTAC, is reflected in the products developed today, such as MFAR, MFTG, MosVi, PondokStay, and many others.
“There are many other ideas on the plate right now. If we had more than 24 hours in a day, I believe we could accomplish even more than we are doing right now.”
WORLD ISLAMIC TOURISM CONFERENCE
Nizran described the upcoming 4th World Islamic Tourism Conference (WITC) as a thought leadership event. He explained that it was designed to provide a platform for a diverse audience, including both newcomers and seasoned professionals in the tourism industry, to learn about the growing interest in MFTH.
“Like many other conferences, the whole idea is to allow attendees to acquire new information and knowledge about Muslim-friendly travel.”
He mentioned that the conference was structured into four tracks to offer a clear view of the significant
discussion topics and the subjects that keynote speakers and panellists will address.
“One of the key objectives is to attract more Muslim and international travellers to Malaysia and to encourage investors to adopt MFTH standards and guidelines.”
WITC 2024 is scheduled for 12-13 September 2024 at Sunway Resort Hotel, Petaling Jaya. The theme for the event is ‘Forging Connections’. – RnR
A GLIMPSE OF DG’S ONE YEAR AT ITC
