The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR), awarded by the Islamic Tourism Centre (ITC), is a prestigious acknowledgement for tourism industry players and businesses that adhere to specific Muslim-Friendly Tourism and Hospitality guidelines. This recognition demonstrates a profound commitment by these businesses to address the unique needs and concerns of Muslim tourists, instilling a sense of assurance and confidence in their services.
MFAR serves as a powerful branding and marketing tool, enhancing the appeal of recognised businesses to the growing Muslim tourist market. Initially focused solely on tourist accommodation premises, the scope of MFAR has now broadened to include travel operating businesses, spa and
wellness centres, medical facilities, transportation hubs, shopping centres, theme and entertainment parks, tourism products, and trade and convention centres. – RnR
Core values and future directions
Dr Hisham Sabri, Senior Lecturer and Director of the University Centre for Entrepreneurship, Universiti Sains Islam Malaysia (USIM), explained that the general concept of MFAR was to accommodate and provide excellent hospitality for Muslim travellers while adhering to Islamic principles and beliefs.
“If we can maintain the quality and standard of Muslim-friendly tourism as stated in the MFAR guidelines, it would be very good. The main point here is that we need to maintain the quality of MFAR. The word ‘maintain’ here includes efforts from the government sector or the certifier, as well as all certificate holders. Both need to work closely to make sure that the quality is there in every aspect.”
Hisham suggested that academic research and institutions could contribute to refining MFAR guidelines by conducting roundtable discussions with authorities like ITC to identify issues, strengths, weaknesses, and threats in implementing Muslim-friendly tourism. The research conducted by these institutions should focus on addressing real problems in the industry, and the findings should aim to overcome these issues. He also noted the possibility of having Muslim-friendly executives and TVET programmes for Muslim-friendly tourism in the future.
Drawing parallels to Malaysia’s long journey in achieving its current status with the halal certificate, Hisham said that while the path is challenging, it is possible for MFAR to reach similar success.
“The soul of MFAR is transparency and honesty, which help boost consumer confidence in a brand. It also enhances consumer confidence through excellent services, particularly through Ikram al-dhuyuf (honouring guests), which has become the main essence of the MFAR programme.”
