As the Muslim-friendly tourism sector expands, the demand for diverse travel experiences among Muslim tourists is also on the rise. These travellers are now prioritising responsible and immersive travel, with sustainability as a key focus. They are exploring new destinations and seeking deeper, more meaningful engagements with their surroundings, contributing to sustainability efforts while travelling.
Haniff Travel Services Sdn Bhd is a travel agency in Negeri Sembilan that advocates sustainable tourism. It was founded by Isma Saring, better known as Lop. Lop is an inbound committee member of the Malaysian Bumiputera Association of Tour and Travel Agents (BUMITRA). It is an association of Malaysian Bumiputera tourism operators. Since its establishment in 1981, BUMITRA has grown from less than 50 members to almost 600 members nationwide.
In a recent interview, Lop, as a travel agency operator, shared his insights on immersive and meaningful travel, drawing from his experiences with Haniff Travel Services.
- IMMERSIVE TRAVEL
Haniff Travel Services integrates sustainability into its business practices by promoting cultural heritage. The travel agency is currently emphasising initiatives that allow tourists to engage with their destinations in a deeper and more meaningful way.
According to Lop, immersive travel provides a fresh take on exploring unfamiliar locales. It seeks experiences and interactions with the local culture rather than just sightseeing. In doing so, the agency stresses trends like deep cultural immersion and local dining experience in its travel packages.
“We aim to provide experiences unique to Malaysia, which the tourists cannot find in their own countries,” explained Lop.
One unique experience the agency has provided is teaching tourists how to wear traditional garments (sarongs) like batik and pelikat. Engaging in such activities allows tourists to dress like the locals as they tour the villages.
Lop also mentioned including mosque visits as part of its cultural immersion agenda. These visits allow tourists to gain insights into the community’s religion and culture. According to Lop, tourists often inquire about the mosque’s practices and significance. This leads to meaningful conversations and a deeper understanding of the local Muslim historical background.
- MARKETABLE CREATIVITY
Lop believes creativity is vital in developing tourism packages that highlight traditional practices. Such an approach also appeals to the younger generation.
For one, by exposing them to the preparation of traditional confections or other hands-on activities, Lop hopes to inspire young people to showcase their creativity. The goal is to transform traditional practices into engaging experiences that appeal to tourists and are marketable for travel agencies.
For example, Haniff Travel Services crafts travel packages that immerse tourists in the locals’ traditional culinary practices, ensuring the preservation and transmission of Malaysia’s rich culinary heritage. Tourists can enjoy immersive culinary experiences, including traditional Malay cakes like tepung pelita and other local foods.
“Meals are prepared using authentic ingredients and traditional methods,” stated Lop.
Lop believes experiencing traditional foods and learning how they are prepared adds depth and cultural significance to the travel experience. At the same time, including halal food in these experiences fosters cultural exchange between tourists and locals. This increases appreciation and respect for diverse culinary practices and can cultivate a more inclusive and culturally aware society.
- PARTNERSHIP WITH LOCALS
“Tourism is inherently linked to the community, and this goes both ways. Travel agencies ought to recognise this and focus on creating community-based tourism. By partnering with local communities, travel agencies can organise village-based activities where tourists can learn and participate in traditional practices,” shared Lop.
“We need to foster good relationships with local communities. It is necessary to demonstrate how tourism initiatives benefit visitors and the locals.”
Stressing community engagement, he mentioned hosting meals in villagers’ homes so tourists can experience genuine hospitality while ensuring the active involvement of local communities. Actively involving local communities in tourism activities generates economic opportunities and this will empower them to preserve their cultural legacy. – RnR
