KUNMING, CHINA, 21 NOVEMBER 2023: Islamic Tourism Centre (ITC) is pleased to introduce Malaysia’s Muslim-Friendly Tourism and Hospitality (MFTH) travel package, first launched at China International Travel Market (CITM) 2023 on 17 November 2023.

The 24 MFTH travel packages were developed by Malaysia Inbound Chinese Association (MICA) to tap into the Muslim tourist market in China, promoting Malaysia’s diverse tourist attractions while injecting elements that are aligned to the Islamic faith, such as ensuring prayer times and halal food are observed.

Nizran Noordin, Director-General of ITC said: “Malaysia welcomes all Chinese tourists to visit us! We have many beautiful tourist attractions and experiences to offer to Chinese tourists. Our welcoming environment and availability of halal food makes it especially appealing for Muslims from China to experience the Muslim lifestyle in Malaysia, which includes our Islamic celebrations, unique mosques, halal heritage cuisines, and more. Furthermore, this makes it convenient for China Muslims to explore all parts of Malaysia comfortably and with ease. ”

He added: “ITC is delighted that MICA has grabbed the opportunity to venture into the Muslim tourist market in China, which stands at approximately 30 million people. With Malaysia eyeing 5 million tourist arrivals overall from China this year, MICA’s efforts to tap the Muslim market in China will certainly go towards meeting this target. We will continue to support MICA and other industry players in this pursuit.”

By introducing these MFTH packages, MICA aimed to share Malaysia’s Muslim-friendly offerings and boost tourism cooperation with China, while creating more business opportunities for its members.

The collaboration was first initiated from the fruitful Tourism Malaysia sales mission in China last September, which was headed by YB Khairul Firdaus Akbar Khan, Deputy Minister, Ministry of Tourism, Arts, and Culture (MOTAC), and participated by ITC Director-General.

Subsequently, a “Muslim-Friendly Tourism and Hospitality (MFTH) Competency Training” was organised by ITC for MICA members in Kuala Lumpur from 1-3 November 2023. During the training, ITC shared insights about the Muslim tourist market, while Tourism Malaysia guided MICA members towards the development and launching of the 24 MFTH travel packages for the China Muslim tourists. The Department of Islamic Development Malaysia (Jabatan Kemajuan Islam Malaysia – JAKIM) was also on hand to thoroughly explain the concept of halal to MICA members.

ITC Director-General, Mr Nizran Noordin with Malaysia’s delegation and industry players at Tourism Malaysia’s pavilion.

The endeavour highlighted the commitment by MOTAC, Tourism Malaysia, MICA, JAKIM, and ITC for the advancement of MFTH, and solidified a partnership towards promoting tourism, cultural, and heritage exchange between China and Malaysia.

ITC plays a role as a referral point for matters related to MFTH alongside developing the Islamic Tourism industry by offering training programmes, capacity building, advisory services, and recognition as well as organising seminars and conferences on Islamic and Muslim-Friendly Tourism.

About China International Travel Market (CITM)

CITM was held at the Kunming International Convention and Exhibition Centre from 17-19 November 2023. Tourism Malaysia participated in this event to promote the “Malaysia Malay Cultural Tour,” which aimed to introduce China and the rest of the world to Malaysia\’s touristic allure. The Malaysian Inbound Chinese Association (MICA) successfully developed and launched 24 Muslim-Friendly Tourism and Hospitality (MFTH) travel packages in China, and this significant milestone was presented during the CITM at the Malaysia Pavilion. Attending the launching ceremony were the Vice Consul of the Consulate General of Malaysia in Kunming, Ms. Rohaya binti Ayob; the Senior Director of the Tourism Policy and International Affairs Division of MOTAC, Dr. Yasmeen Yasim; the Director-General of the Islamic Tourism Centre, Mr. Nizran Noordin; and the Overseas Deputy Director of Tourism Malaysia (Guangzhou), Mr. Mohd Isma Nizam bin Jamaludin.


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) 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

Follow ITC on these social platforms:

Facebook: Islamic Tourism Centre

Instagram: @itc_my

LinkedIn: Islamic Tourism Centre

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YouTube: Islamic Tourism Centre

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