ITC leads a sales mission to Paris and London to showcase the best of Malaysia’s Muslim-friendly tourism offerings
In a strategic move to tap into the burgeoning Muslim tourist market in Europe, the Islamic Tourism Centre (ITC) embarked on a special Muslim-Friendly Tourism and Hospitality (MFTH) Sales Mission to Paris, France, and London, United Kingdom, on Feb 18-25, 2024.
With an estimated 25.7 million European Muslims, this mission aimed to engage local travel agents, Muslim community associations, and media outlets to showcase the best of Malaysia’s Muslim-friendly offerings including Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-approved services and Muslim-Friendly Tourist Guides (MFTGs). The mission included participation in the Muslim Travel Show at Excel London on Feb 24-25, 2024, where ITC and Tourism Malaysia led Malaysia’s delegation. The event attracted 40,000 visitors, providing a platform for ITC, Tourism Malaysia, and other partners to showcase their MFTH products and services.
EUROPEANS’ HIGH DEMAND FOR OUTBOUND TRAVEL
ITC Director-General, Nizran Noordin, expressed the motivation behind the sales mission, drawing parallels with the successful China Imam Familiarisation Trip.
“We see the same opportunity in the European market that we want to tap into. In France, there is a Muslim population of 5.7 million. In the UK, a study revealed that 68 per cent of British Muslims prioritise halal food availability and Muslim-friendly environments when they choose their travel destinations.
“Traditionally considered in the tourism industry to have substantial purchasing power, the market shows a high demand for outbound travel, a combination that Malaysia’s tourism businesses can benefit from, especially in preparing for the much-anticipated Visit Malaysia Year 2026,” Nizran said.
As part of this initiative, ITC and Tourism Malaysia introduced the newly launched MY Ramadan Experience packages to the European market. These packages offered immersive 4-day-3-night or 3-day-2-night programmes, allowing tourists to experience the vibrant festivities of Ramadan, the Muslim fasting month, in Malaysia. Among the partners who participated under the ITC banner at MTS included Andalusia Travel and Tours, Kurma Getaways Travel Management, Nasyrul Quran, and Ejay Collections x Abata Foods.
During the event, ITC had the opportunity to present a briefing on Malaysia as a Muslim-friendly destination over two days. The Malaysian delegation’s presentations were structured into three sessions. The initial segment began with speeches from ITC and Tourism Malaysia representatives. The second session unfolded with Andalusia Travel and Tours providing a briefing on the array of Muslim-friendly packages available in Malaysia. Then, the final segment showcased a presentation on Malaysia’s latest Islamic tourism product, Nasyrul Quran, presented by Yayasan Restu and Nasyrul Quran.
Visitors visited the Malaysian pavilion to gather information on holiday packages, Islamic tourism products such as Nasyrul Quran and the Selangor Islamic Art Complex, “ready to eat” food products from Abata Foods, the “modest fashion” collection Empire Daie, and general information about Malaysia.
