IPOH, PERAK, 28 OCTOBER: Some 13 senior government officers, tourism industry professionals, and media representatives from 10 countries are in Malaysia to learn about Malaysia’s Muslim-Friendly Tourism and Hospitality ecosystem.
Participating in the Visitor’s Programme Unlocking Malaysia’s Gems: MFTH Familiarisation Programme under the Malaysian Technical Cooperation Programme (MTCP) – jointly organised by the Ministry of Foreign Affairs (MFA) and Ministry of Tourism, Arts and Culture, through Islamic Tourism Centre (ITC), they are from Azerbaijan, Cambodia, France, Japan, Kazakhstan, Kyrgyzstan, South Africa, Turkey, Uzbekistan, and Vietnam.
Malaysia, being at the forefront of promoting Muslim-Friendly Tourism and Hospitality (MFTH), will provide participants with firsthand insights and experience into Malaysia’s thriving Muslim-Friendly Tourism and Hospitality (MFTH) offerings.
Spanning 10 days from 28 October to 5 November 2024, the familiarisation trip will cover key locations across Peninsular Malaysia. Participants will visit iconic destinations including Kuala Lumpur, Ipoh, Kuala Kangsar, Penang, Langkawi, and Putrajaya. Each stop will offer a unique experience of Malaysia’s Muslim-friendly facilities, ranging from accommodation to cultural and heritage attractions, further solidifying the country’s position as an industry leader for Islamic tourism.
The Visitor’s Programme is a great channel to showcase Malaysia’s continuous efforts as a top Muslim-friendly destination. With the Muslim tourist market expected to reach USD 225 billion by 2028, Malaysia’s MFTH initiatives are positioning the country as a preferred destination for Muslim travellers. ITC’s efforts, through its Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG) programmes, are aimed at enhancing the experience of Muslim tourists by ensuring Muslim-friendly facilities and services are readily available throughout Malaysia – for a worry-free travel.
In preparation for the highly anticipated Visit Malaysia 2026 (VM2026) campaign, ITC has been actively expanding its recognition efforts. “We are making steady progress in terms of readiness to cater to the needs of Muslim tourists,” said Nizran Noordin, Director-General of ITC. “Currently, Malaysia has over 50 MFAR hotels and 233 certified MFTGs, ensuring that Muslim travellers will have access to a top-notch experience when they visit.”
“This Visitor’s Programme will give participants a sneak peek of what we have in store for VM2026,” he said. “By showcasing our capabilities now, we are setting the stage for a successful VM2026,” he added.
The firsthand experience of MFTH gained by the participants is also part of Malaysia’s initiative to foster international collaborative partnerships. Nizran expressed his hope of making Malaysia’s MFTH guidelines a global benchmark, stating, “As more tourism and hospitality businesses around the world begin tapping into the MFTH space, it’s crucial to deliver consistent quality in products and services to the Muslim tourist market.” He added, “This Visitor’s Programme serves as a testament to our credentials as a certified consultant in MFTH.”
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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 012 321 913
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
