The Muslim-Friendly Malaysia Pavilion headed by Islamic Tourism Centre (ITC) at the Malaysian international Halal Showcase (MIHAS)
KUALA LUMPUR, 17 SEPTEMBER 2024: Following the triumphant conclusion of the 4th Islamic Tourism Conference (WITC) on 12 and 13 September last week, Islamic Tourism Centre (ITC) is gearing up to drive the future of Islamic Tourism as a strategic partner for the Global Halal Summit (GHaS) 2024. Set to unfold from 17-19 September 2024, this landmark event, organised by the Department of Islamic Development Malaysia (JAKIM), is expected to push the boundaries of the global halal sector.
ITC’s participation in this giant halal event highlights the powerful synergy between the global halal economy and the rapidly expanding Muslim-Friendly Tourism and Hospitality (MFTH) sector. This collaboration demonstrates the seamless connection between the faith-based consumer needs and the larger tourism industry, as more destinations worldwide recognise the value of catering to Muslim travellers. MFTH, projected to ring up to USD 225 billion (RM 1 trillion) by 2028, represents a vast and growing opportunity for countries aiming to diversify their tourism offerings while respecting the Muslim tourists’ values.
Nizran Noordin, Director-General of ITC on the collaboration with JAKIM, “A crucial factor in reinforcing Malaysia’s well-regarded position as a leading Muslim-friendly destination is the establishment of service recognition standards such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG) programmes. These initiatives play a vital role in establishing standards for Muslim-friendly services, including accommodation tour guiding, ensuring that they meet the needs of Muslim travellers”.
He added, “By aligning MFTH with the halal economy, ITC simultaneously endorses the importance of halal certification by JAKIM in enhancing traveller confidence. The integration of halal products and services with MFTH initiatives, particularly MFAR, contributes to creating an inclusive and trusted ecosystem for tourists. This will be showcased through our involvement in GHaS, including the participation at the Malaysian international Halal Showcase (MIHAS), Technical Tour in conjunction with the Halal Certification Bodies Convention (HCBC) 2024, speaking session at HCBC 2024 and the MFTH Seminar”.
MIHAS (17-20 September 2024, Malaysia International Trade and Exhibition Centre MITEC))
ITC, in collaboration with nine (9) key partners, showcases Malaysia’s diverse MFTH offerings at MIHAS 2024. Leading the Muslim-friendly Malaysia exhibition, ITC will deliver briefings on the ongoing Islamic Tourism Month (ITM) 2024 and the Muslim-Friendly Accommodation Recognition (MFAR) programme by ITC. Exhibitors, including Rangkaian Hotel Seri Malaysia, Tasik Villa, KL Tower, Kurma Gateways Travels Management, Nur Taj Spa, Yayasan Restu/Nasyrul Quran, Git Tours & Travels, Surfink Holidays, and Farm in the City, will share their special ITM 2024 offerings, providing valuable insights through their presentations.
Technical Tour in conjunction with HCBC 2024 (17 September 2024, Kuala Lumpur and Putrajaya)
ITC will host 165 participants from global halal certification bodies on a technical tour highlighting Malaysia’s Muslim-friendly offerings. The itinerary includes the MIHAS 2024 Opening Ceremony by the Prime Minister of Malaysia, lunch at Restoran Rebung Chef Ismail, a tour of Nasyrul Quran in Putrajaya, visit to Putra Mosque and a dinner and networking session with Islamic Tourism Centre.
HCBC 2024 (18 September 2024, Grand Hyatt Kuala Lumpur)
At HCBC 2024, Nizran Noordin on behalf of ITC will discuss on the topic “Halal Certification Enhancing Islamic Tourism”, emphasising the close relationship between halal certification and the MFTH sector. His talk will encourage global certification bodies to adopt unified standards under the MFAR marking, promoting cohesive recognition for Muslim-friendly destinations worldwide.
MFTH Seminar (19 September 2024, Royale Chulan Kuala Lumpur)
Organised by ITC as part of ITM 2024 and GHaS, the MFTH Seminar will provide crucial insights for tourist accommodations, spas, wellness centres, travel agents, and tour guides operating around Kuala Lumpur and Selangor. Featuring speakers from ITC, Tourism Malaysia, and JAKIM, the seminar will focus on integrating Muslim-friendly practices into business operations to better serve the growing Muslim travel market.
As the Global Halal Summit 2024 commences, ITC is set to further cement its role in advancing MFTH. Through a series of collaborative events and initiatives, including participation in MIHAS, technical tours, and industry discussions, ITC continues to build valuable connections between the halal economy and the growing MFTH sector. This concerted effort ensures Malaysia’s leadership in the global Muslim-friendly tourism landscape, reinforcing its position as a top destination for Muslim travellers while supporting the broader goals of the halal industry.
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) 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:
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