Masjid Putra, Putrajaya
PUTRAJAYA, 24 FEBRUARY 2025: Islamic Tourism Centre (ITC), in collaboration with the Malaysian Chinese Inbound Association (MICA), successfully wrapped the sophomore run of the China Muslim Cultural Exchange Familiarisation Trip (Fam Trip), hosting 77 influential Muslim representatives from the East Asian giant in early February. The programme, which wove together culture, education and investment opportunities, played an integral role in deepening mutual understanding, strengthening partnerships and enhancing Malaysia’s appeal as an inclusive destination.
“The programme leverages Malaysia’s growing appeal among Muslim travellers worldwide. By offering an authentic experience that seamlessly integrates heritage, hospitality and investment potential, we are strengthening diplomatic and economic ties while positioning Malaysia as a top choice for travellers seeking meaningful and enriching journeys,” said Nur Alyssa Coraline Yussin, Director of Research and Training Division and Acting Director-General of ITC.
Building on the resounding success of its inaugural edition in January 2024, which resulted in 58,000 Chinese Muslim tourist arrivals and generated RM 92.8 million in revenue within two months, this year’s fam trip was designed to further unlock the vast potential of the Chinese Muslim market, which is projected to reach 30 million by 2030. This year’s participants, comprising key figures in their respective communities from 23 provinces, experienced Malaysia’s rich heritage, world-class tourism ecosystem and inclusive hospitality across Kuala Lumpur, Melaka, Negeri Sembilan, Putrajaya and Selangor.
During the trip, Minister of Tourism, Arts and Culture (MOTAC) YB Dato Sri Tiong King Sing and Deputy Minister YB Khairul Firdaus Akbar Khan welcomed the delegation at MICA’s 10th Anniversary Dinner at Sunway Resort Hotel on 7 February. A day earlier, the delegates indulged in an authentic local experience, enjoying dinner and sampling Malaysia’s famed durians at DKing, Petaling Jaya.
The participants with MOTAC Minister, YB Dato Sri Tiong King Sing, Deputy Minister, YB Tuan Khairul Firdaus Akbar Khan and Dato’ Angie Ng, President of MICA
Delegates also explored Malaysia’s diverse tourism offerings, including Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) audited accommodations, halal-certified dining, community-driven experiences and faith-friendly attractions. Visits to iconic mosques, prestigious learning institutions, handicraft centres, historical landmarks and bustling shopping spots highlighted Malaysia’s rich interplay of tradition and modernity, alongside comfort, cultural depth and spiritual fulfillment.
The programme also showcased Malaysia’s potential as a preferred long-term residence for investors and retirees. Delegates visited Malaysia My Second Home (MM2H) real estate developments, such as ViO Banjaran in IJM Seremban 2, gaining firsthand insights into the country’s property market. This exposure is expected to drive high-value investments, stimulate local entrepreneurship, and contribute to economic growth. Additionally, positive word-of-mouth from these influential participants is set to enhance Malaysia’s visibility and appeal among a growing segment of travellers with increasing disposable income and a strong interest in faith-conscious experiences.
Participants taking a tour at ViO Banjaran properties at Seremban 2
The China Muslim representatives trying a hand at batik painting at Farm in the City
“This initiative is a testament to the power of strategic partnerships in unlocking new market potential,” Nur Alyssa added. “By working together, industry players can tap into lucrative opportunities, expand their networks, and contribute to Malaysia’s leadership in Muslim-friendly tourism.”
As part of its broader strategy, Malaysia is committed to expanding its reach to similar markets beyond China. Moving forward, ITC will collaborate with industry leaders such as the Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA) and the Malaysian Association of Tour and Travel Agents (MATTA) to develop similar engagement programmes targeting Muslim travellers from Europe and other emerging markets.
Beyond direct contributions to tourism, this initiative delivers tangible benefits to Malaysians and the national economy. Increased tourist arrivals drive revenue growth across multiple industries, including accommodation, transportation, food and beverage, cultural attractions and auxiliary services. These efforts align with Malaysia’s vision to position itself as the premier global hub for Muslim-friendly tourism ahead of Visit Malaysia 2026.
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About Islamic Tourism Centre
Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture, Malaysia, tasked to develop the Islamic Tourism segment for Malaysia. It advocates for Muslim-friendly tourism (MFT) by offering research and market intelligence, training, industry development consultation, Muslim-Friendly Tourism and Hospitality (MFTH) services standards and recognition, and information exchange.
Malaysia was named the top country in the region in the MFTH sector by the State of the Global Islamic Economy (SGIE) Report 2022. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024, a position it has defended since the launch of the Index in 2015. Malaysia was also recognised as the Top Muslim-Friendly Destination of the Year (OIC) and the Top Muslim Women-Friendly Destination of the Year in Halal in Travel Awards 2023.
In addition, ITC was named the recipient of the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021. ITC’s signature programme, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR), was awarded the prestigious BrandLaureate Brand of the Year Award 2024 in the category of Excellence in Islamic Tourism and Muslim-Friendly Hospitality Solutions. It is a recognition of ITC’s efforts and endeavours in formulating new strategies in developing and growing the Islamic tourism segment in Malaysia.
These recognitions are an added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of MFTH.
For further details, kindly email comms@itc.gov.my or the following individuals:
Anis Ramli, Corporate Communications Division, ITC at 012 321 913
Nadhirah Aripin, Corporate Communications Division, ITC at 019 356 053
Ainaa Izzati, Corporate Communications Division, ITC at 010 266 253
Khairul Iman, Corporate Communications Division, ITC at 013 289 2609
