PETALING JAYA, 9 JANUARY 2025: Islamic Tourism Centre (ITC) has successfully formalised a groundbreaking collaboration with three prominent tourism associations—the Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA), the Malaysian Association of Tour and Travel Agents (MATTA), and the Malaysian Inbound Chinese Association (MICA). The signing ceremony, held this afternoon at One World Hotel marks a significant milestone in Malaysia’s efforts to solidify its position as a global leader in Muslim-friendly Tourism and Hospitality (MFTH).
The collaboration focuses on hosting Imams from People’s Republic of China (PRC) and Europe as part of a specially curated ‘familiarisation trip’ programme. This strategic endeavour aims to showcase Malaysia’s thriving Muslim-friendly ecosystem, cultural heritage, nature and city attractions while promoting the country as a premier destination for Muslim travellers.
Speaking at the event, ITC Director-General, Nizran Noordin stated: “This collaboration reflects Malaysia’s dedication to developing a robust and sustainable Muslim-friendly tourism ecosystem. By engaging influential leaders of the Muslim communities in China and Europe, we aim to create meaningful connections, nurture international awareness and drive economic opportunities for local tourism stakeholders.”
He further highlighted the success of the pilot programme in January 2024, conducted in partnership with MICA. “We welcomed 35 Imams from 14 provinces in China, which resulted in Malaysia receiving 58,000 Chinese Muslim tourists, generating RM92.8 million in tourist receipts in the two following months alone. The success has driven ITC to replicate this proven formula with both the Chinese and European Muslim markets. It builds on the momentum of our previous MFTH sales missions in key European markets such as France, Russia and the United Kingdom.”
The familiarisation trips are expected to yield significant economic returns, aligning with Malaysia’s goals of drawing more Muslim tourist arrivals and strengthening its tourism economy. Malaysia’s top ranking in the Global Muslim Travel Index (GMTI) as a Muslim-Friendly Destination for nine consecutive years, further reinforces the nation’s reputation as a leading Muslim-friendly travel destination.
Introducing Malaysia’s MFTH Excellence
The 2025 familiarisation trips will commence with MICA’s 7-day, 6-night programme for Imams from China, scheduled to begin on the upcoming 5 February. The itinerary will include Malaysia’s world-class accommodations with valid Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) or halal-certified kitchens, halal certified restaurants, iconic mosque tourism destinations and Islamic tourism attractions aligned with Muslim-friendly principles, guided by ITC certified Muslim-friendly Tourist Guides. Subsequent trips organised by BUMITRA and MATTA are planned for later in the year, each tailored to highlight Malaysia’s unique selling points in Muslim-friendly travel.
As part of the agreement, the participating associations are committed to increasing Muslim tourist arrivals to Malaysia within a given timeframe for every Imam involved. This initiative will contribute significantly to the Visit Malaysia 2026 targets.
Representing their respective organisations at the signing ceremony were Nizran Noordin (ITC), Dr. Wan Muhamad Adam Wan Norudin (President, BUMITRA), Dr. Cindy Seow (Deputy President MICA) and Datuk Mohd Hizzat Bin Mohd Shah (Vice President of Research and Technology, MATTA). The event was witnessed by YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture Malaysia. It exemplifies ITC’s dedication to working hand-in-hand with industry stakeholders to ensure Malaysia remains at the forefront of Muslim-friendly tourism innovation. It is a testament to the country’s readiness to welcome the growing global Muslim travel market, offering a seamless and enriching travel experience for all.
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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. 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 email comms@itc.gov.my or the following individuals:
Anis Ramli, Corporate Communications Division, ITC at 012 321 9137
Nadhirah Aripin, Corporate Communications Division, ITC at 019 356 0530
Ainaa Izzati, Corporate Communications Division, ITC at 010 266 2535
Khairul Iman, Corporate Communications Division, ITC at 013 289 2609
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 itc@itc.gov.my
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