MUSLIM-FRIENDLY tourism is a rapidly expanding market segment, with Muslim tourists seeking destinations that meet their religious requirements and uphold Islamic values and principles.
The global halal tourism market’s total revenue is anticipated to reach US$341.4B by 2030, according to Reports and Insights Business Research’s Halal Tourism Market Research Report 2023-2030.
In recent years, the hotel and resort tourism sectors worldwide have changed and adapted to meet the demands of Muslim visitors. It includes offering amenities suitable for Muslims, such as halal food, family-friendly or gender-segregated rooms, and prayer spaces facing Mecca (Qibla).
Malaysia, a popular halal travel destination, is a predominantly Muslim country, with Muslims making up approximately 61 per cent of the population. It ranks among the nations with the fastest-growing halal or Muslim-friendly tourism industries worldwide.
Malaysian Association of Hotels (MAH) President Datin Christina Toh said: “The tourism industry in Malaysia is very much aligned with the country’s Islamic culture, allowing Muslim tourists to enjoy themselves without compromising the needs and requirements of their faith.
“As a result, Malaysia’s domestic and international Muslim tourism market trend is promising.”
IDEAL ACCOMMODATIONS FOR MUSLIM TOURISTS
According to Christina, Malaysia’s hotels and resorts are well suited to accommodate Muslim tourists, primarily looking for a family-friendly setting with Muslim-friendly facilities and services permissible for Muslims.
“We are unquestionably prepared to receive local and foreign Muslim tourists. It is a prerequisite for Malaysian hotels to have all the essential amenities and facilities for Muslim travellers.
“Especially in regards to food and beverages (F&B), it is necessary for the hotels to have at least one halal-certified and Muslim-friendly restaurant.”
CAPTIVATING THE MUSLIM TOURISM MARKET
The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme offered by the Islamic Tourism Centre (ITC) is well supported by industry participants in the accommodation sector who want to join the Muslim-Friendly Tourism ecosystem.
MFAR hotels are recognised by ITC as providing the services and amenities that Muslim tourists require, including halal food, cleanliness, toiletries, and spiritual offerings.
According to Christina, this recognition assures Muslim visitors that all hotel practises and activities always adhere to their religious tenets, with regards to the products, tools, operations, practices or management.
“With MFAR recognition, Muslim travellers can now check into a hotel and be assured of the Muslim-friendly services and facilities provided.
”MFAR recognition, first introduced in 2018, is an expansion of the Ministry of Tourism, Arts & Culture Malaysia (MOTAC) star rating system and the first government-issued recognition for Islamic tourism worldwide.
She said that MAH fully supports ITC’s MFAR programme as it creates a value proposition for Muslim tourists, especially those from Middle Eastern countries. The MFAR provides international Muslim travellers with assurance and peace of mind when visiting Malaysia.
“They know there will be places to pray and worship. Additionally, the fact that halal food is readily available gives them comfort.
“Most importantly, they can enjoy their stay and vacation and participate in Malaysia’s diverse tourism offerings without compromising their religious beliefs.” — R&R
