More than 80 tourism industry players turned up for the MFTH seminar in Melaka
MELAKA, 24 MAY 2024: ITC recently hosted a Muslim-Friendly Tourism and Hospitality (MFTH) awareness seminar at the Courtyard by Marriott Melaka, bringing together key players from various sectors of the tourism industry.
The one-day programme featured insightful sessions from ITC, the Chief Minister of Melaka’s Office, and the Jabatan Agama Islam Melaka (JAIM). Discussions centred around ITC’s introduction and recognition of Muslim-friendly initiatives, the latest tourism trends in Malacca, and the significance of Halal practices in the Muslim-friendly sector.
Melaka industry players in attendance at the MFTH awareness seminar
During this leg of the MFTH awareness seminar, ITC was pleased to observe interest from Melaka’s industry players in tapping into the Muslim tourist market. The strong turnout of over 80 participants demonstrated this keen interest.
“The turnout today reflects the industry players’ robust commitment, which explains why Melaka’s tourism year is performing so well,” said Nizran Noordin, ITC’s Director-General. “It is therefore important that the next step taken by tourism industry players is to get their products and services recognised by ITC as Muslim-Friendly Tourism and Hospitality Assurance and Recognition or MFAR. This can then facilitate the development and promotion of more Muslim-friendly tourism packages to attract the global Muslim tourist market, especially now that we are heading towards Visit Malaysia Year 2026.”
With an estimated 230 million Muslim tourists globally and expenditures amounting to a staggering USD 225 billion, ITC remains dedicated to guiding and empowering industry players to tap into the Muslim tourist market in Malaysia.
Marina Muhamad, Director of ITC’s Industry Development Division, noted, “Companies are increasingly recognising the importance of the Muslim tourist market, as reflected by the high participation in our MFTH seminars nationwide.” She added, “There is an increase in tourism activities post-pandemic, and the Muslim tourist market is something to focus on. By targeting Muslim tourists, businesses can leverage new trends and markets, especially those from minority Muslim countries.”
“In my extensive years of experience as a tour guide, I have discovered that the MFAR and Muslim-Friendly Tourist Guide (MFTG) programmes hold great value for tourism industry players to expand their potential in this sector, to promote Islamic tourism destinations and attractions to more Muslim tourists. I would love to see more events like this,” said Munir Ali Abdullah, Founder of SP Sari Panglima Enterprise.
Participants visited Tourism Melaka’s booth
In addition to the lively seminar, the Tourism Promotion Division of the Chief Minister of Melaka’s Office set up a booth to showcase their attractive tourism products and organise exciting lucky draws.
For further information on ITC’s programmes, please visit www.itc.gov.my or contact us via email at itc@itc.gov.my.
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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) 2023, a position it has defended since the launch of the Index in 2015. In the same year, Malaysia was 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 contact:
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 comms@itc.gov.my
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