Past Directors-General highlight the importance of stakeholder engagement and continuous improvement
Abdul Rahman Shaari served as the Director-General of Islamic Tourism Centre (ITC) from 2011 to 2013. He noted that research, information sharing via forums and seminars, and the development of standards are some of the most enduring contributions ITC has made. He recalled his memorable moments delivering presentations on ‘Islamic Tourism in Malaysia’ in Surabaya, Indonesia, and Hatyai, Thailand.
“We were honoured to be invited to talk about Islamic tourism and the respect and recognition accorded to ITC as a leader in Islamic tourism,” Abdul Rahman elaborated.
“ITC provides the formal structure to respond to a rapidly growing travel movement fueled by the increasing number of Muslims who can afford to travel. It initiated research into Islamic tourism, and based on this research, a blueprint for Islamic tourism in Malaysia was produced. I am pleased to see that this blueprint has been improved over time.”
As ITC celebrates its 15th anniversary, Abdul Rahman Shaari shared his vision for its future. He noted that as the world increasingly seeks information online, ITC could enhance its dissemination efforts by showcasing a broader range of tourism products and services. He also suggested incorporating other foreign languages such as Bahasa Indonesia, Arabic, and Urdu in the efforts, to better engage these markets.
“ITC must maintain its leadership in Islamic tourism by either developing new products or assisting state governments in building new ones; otherwise, the industry will stagnate.
“Malaysia has set the standard for halal certification, and now is the perfect time to enhance this position by establishing the world’s first halal museum, where foreign delegations and tourists can learn about halal and its benefits and implications.”
Zulkifly Md Said, former Director-General of the Islamic Tourism Centre (ITC) from 2013 to 2018, highlighted the importance of relationships in the tourism sector. He spent five years at ITC, during which time he developed many fond memories and good working relationships.
He recalled that one notable memory was organising the inaugural National Imam Round Table Conference in 2016 at the Pullman Hotel in Putrajaya. Collaborating with JAKIM, the goal of the conference was to raise awareness about Muslim-friendly tourism and engage imams, whose support was crucial.
“We received feedback about foreign tourists and local non-Muslims being curious about mosques. They often wondered if they were allowed to enter and what activities were taking place,” he explained.
“I vividly remember an imam, dressed in a sarong and a simple shirt, thanking me at the registration counter. It was his first time staying in a hotel, and he was genuinely grateful for the experience.
“By the end of the event, many imams had their perceptions changed. They began to understand the role of mosques in Muslim-friendly tourism and started their own initiatives, including creating brochures in various languages and setting up small Islamic tourism units in the mosques.”
He believes ITC has successfully promoted Muslim-friendly tourism, earning support from Malaysia’s tourism stakeholders despite initial scepticism.
“Congratulations to ITC! I hope there will be many more anniversary celebrations in the future. The goal is to keep Malaysia’s name out there and to continue flying the flag high and proudly, and when it comes to Muslim-friendly tourism, people will consistently look for Malaysia.”
Dato’ Dr Mohmed Razip Hasan is the former Director-General of the Islamic Tourism Centre (ITC) from 2020 to 2022. He shared his experiences and insights about leading the organisation during the Covid-19 pandemic.
“I was asked to lead ITC two months before the lockdown. It was during the Covid-19 pandemic, so we cannot move freely. However, the advantage that we had then was the digital platform.
“I took the opportunity and the challenge, learning about ITC and doing my level best. Alhamdulillah, it wasn’t all me but a result of teamwork that has shaped ITC into what it is today.”
Razip explained that the key to ITC’s success was involving all stakeholders, including the industry, policymakers, and the team. It was crucial for the team to function as a cohesive and winning unit. He noted that, after reviewing ITC’s previous work, several new programmes and activities were introduced to support ITC as the only government-backed organisation in Islamic tourism.
During the Covid-19 pandemic, ITC also made extensive use of technology. Despite restrictions on travel and in-person meetings, online platforms allowed ITC to promote its programmes effectively. This approach led to increased recognition and awareness within the industry.
Wishing ITC a happy 15th anniversary, Razip emphasised the importance of solid leadership. He noted that effective leadership at ITC involves not only being well-supported by the team but also fostering mutual respect and collaboration. It is essential for everyone, regardless of their position, to listen to and value each other’s ideas.
“While ITC has enjoyed success and has been accepted by the industry locally and overseas, they should maintain, improve, and enhance that. At the end of the day, it’s not just what ITC has achieved, but what Malaysia has achieved and, in the global context, what Islamic tourism has achieved.”
Dato’ Sri Dr Abdul Khani served as the Director-General of the Islamic Tourism Centre (ITC) from 2018 to 2020. He noted that he was informed about the extensive research portfolio completed by ITC at the time. Recognising the value of these findings, he aimed to implement them despite facing significant funding constraints.
“We only had about RM2 million to run the office and its activities, which required a very strategic approach to maximise our impact. Collaboration was key,” Khani explained.
He highlighted the Muslim-Friendly Accommodation Recognition (MFAR) programme as a prime example of ITC’s impactful initiative.
He also addressed the potential and challenges in mosque tourism during his tenure, particularly the lack of specific in-house guides. To solve this, ITC collaborated with mosque committees and Universiti Sains Islam Malaysia (USIM) to develop specialised guides and standard operating procedures and discussed with the Ministry of Tourism, Arts and Culture (MOTAC) to create a unique programme for mosque guides.
“For me, although the initial idea of setting up ITC was to focus on research activities for Islamic tourism, I believe that if the government wants to maintain ITC as an agency for Malaysia, we need to tweak the objective a bit. It should also serve as a marketing arm for Islamic tourism in Malaysia, similar to how we promote leisure tourism to other countries through Tourism Malaysia. We don’t want to duplicate the efforts that Tourism Malaysia and ITC have made. Therefore, we need to carefully craft ITC’s role to promote Islamic tourism effectively, in addition to conducting research, because both aspects must go hand in hand.”
