PETALING JAYA, 19 FEBRUARY 2025: The Islamic Tourism Centre (ITC) continues to drive the growth of Malaysia’s Muslim-friendly tourism sector by welcoming seven new travel operating businesses into its Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme.
The newly certified businesses were officially recognised and presented with their MFAR certificates during the 10th Malaysian Inbound Chinese Association (MICA) Annual Dinner at Sunway Resort Hotel, Petaling Jaya, on 7 September 2025. This milestone reflects the growing commitment of industry players to meeting the evolving needs of Muslim travellers while enhancing Malaysia’s reputation as a top Muslim-friendly destination.
With the global Muslim travel market expanding rapidly, businesses are increasingly equipping themselves with the knowledge and standards required to serve this lucrative segment. By obtaining MFAR recognition, these travel operators demonstrate their dedication to providing inclusive, high-quality tour packages that cater to the unique needs of Muslim travellers.
“As more Muslim travellers realise they can explore the world while having their needs met, their purchasing power also grows. This, in turn, motivates destinations and service providers to embrace the Muslim tourist market, creating more opportunities for businesses to thrive,” said Nur Alyssa Coraline Yussin, Acting Director-General of ITC.
The MFAR programme aims to foster inclusivity, with its framework built on universal values that accommodate the needs of all travellers.
Echoing this sentiment, Nur Alyssa stated, “Muslim-Friendly Tourism and Hospitality (MFTH) is about being ‘Muslim-friendly, not Muslim-only.’ The principles of MFTH such as hospitality, cleanliness, and ethical business practices – benefit all travellers, regardless of faith. It’s about creating a welcoming and inclusive travel experience for everyone.”
The seven newly recognised travel operating businesses under the MFAR programme, are all members of the Malaysian Inbound Chinese Association (MICA) and registered under the Ministry of Tourism, Arts and Culture (MOTAC): Anytime Holidays Sdn Bhd, Golden Point Leisure & Mice Holiday Sdn Bhd, Citytan Holidays & Limousine Sdn Bhd, EZT Tours & Travel Sdn Bhd, Honey Holidays (M) Sdn Bhd, Sayang Travel & Tours Sdn Bhd, and HTC Travel Service (M) Sdn Bhd.
The momentous occasion was graced by distinguished guests, including Yang Berhormat Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture and Datuk Manoharan Periasamy, Director-General of Tourism Malaysia, who witnessed the presentation of the MFAR certificates.
-END-
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
Follow ITC on these social platforms:
Facebook: Islamic Tourism Centre
X: @itc_my
Instagram: @itc_my
YouTube: Islamic Tourism Centre
