MALAYSIA CALLS FOR MORE TOURISM EXCHANGE AND GLOBAL COLLABORATIONS TO STRENGTHEN MUSLIM-FRIENDLY TOURISM AND HOSPITALITY (MFTH)

PUTRAJAYA, 5 NOVEMBER: Malaysia, having consistently been ranked as the ‘Top Muslim-Friendly Destination of the Year’ for nine consecutive years by Mastercard-CrescentRating, is now poised to extend its leadership by promoting its Muslim-Friendly Tourism and Hospitality (MFTH) recognition guideline—namely the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG)—as global benchmarks for Islamic Tourism.

This strategic move follows the success of the Malaysian Technical Cooperation Programme (MTCP) Visitor’s Programme, Unlocking Malaysia’s Gems: MFTH Familiarisation Programme, organised by the Islamic Tourism Centre (ITC)—an agency under the Ministry of Tourism, Arts and Culture, responsible for spearheading the development of the Islamic tourism sector in Malaysia.

The Visitor’s Programme saw 13 senior government officers, tourism industry professionals, and media taking part in the 10-day programme from 27 October to 5 November. The aim was to provide the participants with firsthand exposure to Malaysia’s thriving MFTH ecosystem, which is driven by ITC’s MFAR and MFTG guidelines. Participants embarked through several destinations in Peninsular Malaysia, namely Kuala Lumpur, Ipoh, Kuala Kangsar, Penang, Langkawi, Putrajaya and Selangor, experiencing how these standards enhance the travel experiences of Muslim tourists, further reinforcing Malaysia’s position as the leading hub for Islamic Tourism.

ITC’s Director-General, Nizran Noordin expressed the importance of expanding international relations in this space. “With the rising numbers of Muslim travellers worldwide, we’ve noticed the interest of destinations wanting to attract more Muslim travellers to their shores. I see the opportunity for Malaysia to collaborate with these destinations in the tourism space, especially in sharing and exchanging our experience and best practices in developing the MFTH concept that has endeared us to millions of Muslim travellers. This concept includes, among others, the provision of Halal food and hospitality services according to Shariah principles,” he said. 

“I hope that this programme will spark further interest and nurture collaborations between ITC and international partners towards tourism exchange, cultural understanding, and knowledge sharing. The ultimate and ideal goal would be for all of us to work together to adopt a harmonised and unified MFTH framework and consistent services for Muslims to enjoy, no matter where they are in the world. For this, ITC is ready to offer our advisory services,” he added.

Malaysia’s top MFTH positioning has recently caught the interest of several international industry players, leading to the signing of Memorandums of Understanding  (MoUs) with RusQuality from Russia; the Department of Tourism under the Ministry of Economy and Commerce of the Kyrgyz Republic (Department of Tourism); and the Association of Indonesian Tours and Travel Agencies (ASITA).

Nizran stated, “ITC is actively working to collaborate with international tourism stakeholders to establish the MFAR as a global brand in the MFTH sector.” He further noted that there have already been significant engagements in Central and Southeast Asia, with countries such as the Philippines, Uzbekistan and Vietnam seeking ITC’s guidance in training and advice on the potential for a global MFTH brand.

Nizran also viewed positively the trend of Muslim-minority destinations, such as Hong Kong and Macau, gearing up to welcome more Muslim travellers. “We are open to assisting these destinations in developing an MFTH ecosystem through our research, training, and standards development experience,” he said.

ITC’s MFAR programme covers 10 key areas within the MFTH sector, including tourist accommodation, spa and wellness, travel agencies, medical facilities, transportation hubs, tourism products, shopping centres, theme parks, rest and service areas, and trade and convention centres.

The Visitor’s Programme is a collaborative initiative between the Ministry of Foreign Affairs and the Ministry of Tourism, Arts and Culture, held under the Malaysian Technical Cooperation Programme (MTCP). Since its inception in 1980, more than 34,000 participants from 144 countries have benefited from the various programmes offered under the MTCP.

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