KUALA LUMPUR, October 30 – The Islamic Tourism Centre (ITC) launched the initiative to develop seamless Muslim-Friendly Tourism and Hospitality (MFTH) travel packages by organizing a comprehensive ‘Muslim-Friendly Tourism and Hospitality (MFTH) Awareness Workshop’ at the Seri Pacific Hotel Kuala Lumpur. The event aimed to educate tourism industry professionals about the significance of MFTH and its vast potential, drawing participation from over 90 industry experts, including hoteliers, tourist guides, and travel agents.
“The core objective of the MFTH awareness workshop is to foster a thorough understanding among industry professionals regarding the unique requirements of the growing Muslim tourist market. This knowledge equips them to proactively meet the evolving needs of this expanding demographic, thereby contributing to Malaysia’s overall tourism success,” stated ITC’s Director-General, Nizran Noordin. The workshop included a briefing on Malaysia’s Halal certification by the Halal Management Division of the Department of Islamic Development Malaysia (JAKIM).
This session highlighted the significance of Halal practices and how they seamlessly integrate with MFTH products and services, enhancing the experience for Muslim travelers. The workshop also covered ITC’s recognition programs, the Muslim-Friendly Tourist Guide (MFTG), and the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR). These programs establish standards and guidelines for the industry and were followed by a session with Tourism Malaysia, guiding participants on the development of Muslim-friendly travel packages.
The Muslim tourist landscape is rapidly growing, with promising projections. In the second quarter of 2023, Malaysia welcomed 2.13 million Muslim tourists who spent RM 7.14 billion. These numbers reflect the demand for Muslim-friendly products and services in Malaysia. It is forecasted that by 2028, the global Muslim tourist arrivals will reach 230 million, with a total expenditure of USD 225 billion (RM 987 billion). The workshop was a part of ITC’s efforts to prepare the tourism industry for Visit Malaysia 2026 and the increasing demand for travel options by the Muslim tourist market.
Malaysia aims to expand its reach to new markets, including the Muslim tourist market in China, offering a unique proposition of halal food and a welcoming environment. Nizran expressed hope that the workshop would enlighten industry players as they gear up for Visit Malaysia 2026.
