PENANG, 13 MAY 2024: Penang has recently joined the initiative to bolster its Muslim-Friendly Tourism and Hospitality (MFTH) sector, spearheaded by the Islamic Tourism Centre (ITC). The awareness seminar was conducted at the Ascott Gurney Hotel, Penang on 29 April 2024.

The inaugural MFTH programme in Penang is aimed at offering valuable insights to tourist accommodations, spa and wellness operators, travel agents, and tour guides, enabling them to integrate Muslim-friendly practices into their respective businesses seamlessly.

Participants were pleased with the implementation of the MFTH programme. Mohd Nazri Ali, Managing Director of Monaz Holiday Tours, remarked: “The MFTH Seminar is a productive event where tourism industry players are able to gain new insights, particularly regarding the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme. Industry players, especially hoteliers, spa owners, and travel agents, can apply this added value within their premises to enhance their services.”
Amongst the topics that were discussed include the potential in the Muslim tourist market, introduction to ITC’s recognition programmes; the MFAR and Muslim-Friendly Tourist Guide (MFTG) recognitions, and a comprehensive discussion on the significance of Malaysia’s Halal Certification in Muslim-Friendly Tourism and Hospitality by the Department of Islamic Development Malaysia, Penang.
With promising potential within the Muslim tourist market, ITC encourages industry stakeholders to explore new trends and opportunities to attract and cater to the influx of Muslim tourists in the future.
“The Northern Region has immense potential in regards to their tourist destinations. Our next strategic step is to seize this opportunity by developing and promoting Muslim-friendly tourism packages aimed at attracting the global Muslim tourist market and offering them a broader range of options to explore new tourist destinations beyond the Klang Valley, which serves as the main entry point for many of them,” said Nizran Noordin, ITC Director-General.
By 2028, an estimated 230 million global Muslim tourists are projected to spend around USD 225 billion (equivalent to RM 987 billion)
“To further enhance confidence among Muslim travellers, it is crucial for industry stakeholders to embrace the concept of MFTH and focus on recognising their Muslim-friendly products and services, especially as we prepare for Visit Malaysia Year 2026,”  he added.
ITC is pleased that the Penang industry players have expressed great interest in tapping into the Muslim tourist market, as seen from the strong turnout to the MFTH Awareness seminar with over 60 participants.
ITC remains committed to guiding and empowering industry players to tap into the Muslim tourist market in Malaysia. For further information on ITC’s programmes, please visit or contact us via email at

About the 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) 2023, a position it has defended since the launch of the Index in 2015. In the same year, Malaysia was 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. It is a recognition of ITC’s efforts and endeavours in formulating new strategies to meet the new normal of the business environment to ensure business continuity and sustainability, notwithstanding its role 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 contact:

Islamic Tourism Centre,

Level 13, Ministry of Tourism, Arts and Culture Malaysia

No. 2 Tower 1, Jalan P5/6,

Precinct 5, 62200 Putrajaya, Malaysia

Tel: 03-8891 7177 or via email

Follow ITC on these social platforms:

Facebook: Islamic Tourism Centre

Instagram: @itc_my

LinkedIn: Islamic Tourism Centre

TikTok: @itc_my
YouTube: Islamic Tourism Centre

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