KUALA LUMPUR, 16 DECEMBER 2024: The Islamic Tourism Centre’s (ITC) flagship recognition programme, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR), has achieved a remarkable milestone by being awarded the prestigious BrandLaureate Brand of the Year Award 2024 in the category of Excellence in Islamic Tourism and Muslim-Friendly Hospitality Solutions.
This accolade underscores ITC’s unwavering commitment to establishing Malaysia as a premier destination for Muslim-friendly tourism, strengthening brand credibility, and building trust within the industry.
The award was presented at a ceremony held today at The Majestic Hotel, Kuala Lumpur. Receiving the award on behalf of ITC was Nizran Noordin, Director-General of ITC, in the presence of distinguished industry leaders and partners.
Among the notable attendees were:
- Mr. Nigel Wong, President of the Malaysian Association of Tour and Travel Agents (MATTA)
- Dr. Sri Ganesh Michiel, National President of Malaysia Budget & Business Hotel Association (MyBHA)
- Puan Hana Halim, President of the Association of Malaysian Spas (AMSPA)
- Ms. Jean Chai, Secretary General of the Malaysia Inbound Chinese Association (MICA)
- Mr. C.K. Ang, President of the Malaysia Association of Theme Parks & Family Attractions
The BrandLaureate Awards celebrates brands that excel through meticulous evaluation across multiple criteria, including strategy, culture, innovation, performance, and communication. The recognition not only solidifies MFAR’s reputation on local, regional, and global platforms but also highlights ITC’s role as a trusted partner in advancing Muslim-Friendly Tourism and Hospitality (MFTH) solutions.
This achievement is shared with industry players and stakeholders who have contributed to MFAR’s success. It marks yet another milestone in ITC’s journey to position Malaysia as a leading hub for Islamic tourism, aligning with its mission to foster sustainable growth and innovation in the MFTH sector.
For more updates, stay tuned to ITC’s channels as we continue to celebrate and drive the future of Muslim-friendly tourism together.
Visit itc.gov.my or mymuslimtrip.com for more information.
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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 endeavors 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.
#IslamicTourismCentre #MuslimFriendlyMalaysia #MalaysiaMesraMuslim #DiscoverMFAR #MuslimFriendlyTouristGuide #KembaraPenuhYakin
For media-related matters, kindly email us at comms@itc.gov.my or contact our media representatives at:
Anis Ramli, Corporate Communications Division, ITC (012 321 9137)
Nadhirah Aripin, Corporate Communications Division, ITC (019 356 0530)
Ainaa Izzati, Corporate Communications Division, ITC (010 266 2535)
Khairul Iman, Corporate Communications Division, ITC (013 289 2609)
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