CHINA MUSLIM CULTURAL EXCHANGE FAMILIARISATION TRIP 2025 RETURNS WITH RENEWED FOCUS ON CULTURE, EDUCATION AND INVESTMENT
PETALING JAYA, SELANGOR, 07 FEBRUARY 2025: The Islamic Tourism Centre (ITC) has once again collaborated with the Malaysian Inbound Chinese Association (MICA) to host the second edition of the China Muslim Cultural Exchange Familiarisation Trip from 5 to 11 February 2025. This follows the programme’s successful debut in January 2024 which resulted in bringing in some 58,000 Chinese tourists into Malaysia, generating RM92.8 million in tourism receipts between February and March 2024.
This year’s programme sees a significant rise in participation, with the number of Muslim representatives from China increasing from 35 to an impressive 77 representing 23 provinces. Their visit to Malaysia this time is centred around three key themes: culture, educational tourism and investment exchange, and offers participants the chance to explore Kuala Lumpur, Melaka, Negeri Sembilan, Putrajaya, and Selangor.
In addition to showcasing Malaysia’s rich culture, mosque architecture, Halal food, and Chinese-Muslim lifestyle and heritage, participants will explore educational opportunities through visits to prestigious institutions such as the International Islamic University Malaysia (IIUM) and Sunway University, fostering student exchange and academic collaboration.
The programme also highlights investment opportunities, presenting safe and affordable options for visitors to extend their visit, return, or even enjoy long-term stays in Malaysia through initiatives like Malaysia My Second Home (MM2H) and luxury senior living centres.
Yang Berhormat Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture (MOTAC) commended the effort, saying: “This is an exemplary initiative that aligns with the goals of Visit Malaysia 2026 (VM2026) and supports its target of 35.6 million incoming tourists generating RM147.1 billion in tourism receipts. It is a vision that can only be realised through the dedication of stakeholders in the tourism industry, ensuring that Malaysia continues to shine brightly on the global stage”.
Reflecting on the broader impact of this initiative, Yang Berhormat Khairul Firdaus Akbar Khan, Deputy Minister of MOTAC highlighted the programme’s deeper cultural and economic significance: “This China Muslim Cultural Exchange Familiarisation Trip is much more than a tourism exchange programme – it is a bridge in strengthening cultural understanding, and economic opportunities and deepening the bonds of tradition between our two nations.”
With Malaysia and the People’s Republic of China celebrating over 50 years of diplomatic relations and the highly anticipated VM2026 on the horizon, the China Muslim Cultural Exchange Familiarisation Trip plays a pivotal role in fostering cultural understanding, strengthening bilateral tourism ties, and paving the way for lasting collaborations.
To maintain the steady pace, ITC is also collaborating with two other leading tourism associations – the Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA) and the Malaysian Association of Tour and Travel Agents (MATTA) to host two more groups of Muslim representatives from the People’s Republic of China (PRC) and Europe this year. A specially curated familiarisation trip programme will be planned to showcase multi-cultural Malaysia with its vibrant nature and city attractions while promoting the country as a premier Muslim-friendly destination.
To further solidify Malaysia’s standing as a premier Muslim-friendly destination, ITC continues to work with industry players to enhance service quality. In this regard, seven organisations led by MICA members have been awarded ITC’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) under the Travel Operating Business (TOBTAB) category. The ceremony was held at MICA’s 10th Anniversary Annual Dinner at Sunway Resort Hotel, Petaling Jaya where China Muslim representatives had the opportunity to network with local tourism entrepreneurs.
This strategic public-private partnership aims to step up Malaysia’s position as a choice destination with all facilities and attractions in place to welcome tourists from all walks of life and nationalities, generating significant economic returns, aligning with Malaysia’s goals of drawing more tourist arrivals and strengthening its tourism economy.
MFAR TOBTAB Recipients
| No | Agencies |
|---|---|
|
1. |
Anytime Holidays Sdn Bhd |
|
2. |
Golden Point Leisure and Mice Holiday Sdn Bhd |
|
3. |
Citytan Holidays and Limousine Sdn Bhd |
|
4. |
Ezt Tours & Travel Sdn Bhd |
|
5. |
Honey Holidays （M） Sdn Bhd |
|
6. |
Sayang Travel & Tours Sdn Bhd |
|
7. |
HTC Travel Service (M) Sdn Bhd |
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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 for 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
