Islamic Heritage Tourism: How Malaysia, Uzbekistan, and Spain Attract Global Travelers

Islamic heritage, with its rich history and cultural significance, has become a powerful force in attracting tourists from around the world. During the 4th World Islamic Tourism Conference (WITC) panel discussion titled “Promoting Islamic Heritage as a Driver for Tourism,” experts from three distinct destinations—Malaysia, Uzbekistan, and Spain—came together to share how they leverage their Islamic heritage to attract both Muslim and non-Muslim tourists. The discussion focused on the development of Muslim-friendly tourism that showcases each country’s unique history, culture, and contributions to the Islamic world.

Moderated by Anis Ramli, Founder of Halaluxe, the panel featured Bekhruz Mukhtorov, Co-Founder & Managing Director of Hasana Travel Uzbekistan; Marta Fernández Martín, Director of the Spain Tourism Board; and Nur Alyssa Coraline Yussin, Director of Research & Training at Malaysia’s Islamic Tourism Centre (ITC). Together, they discussed how each destination promotes Islamic heritage and its cultural significance as a key component of their tourism strategies.

Uzbekistan: A Treasure of Islamic Heritage Tourism

Uzbekistan, home to some of the world’s most iconic Islamic heritage sites, including the cities of Samarkand and Bukhara, was the focal point of Bekhruz Mukhtorov’s presentation. He highlighted how Uzbekistan’s position on the ancient Silk Route has shaped the country’s Islamic history, making it a destination rich with architectural, cultural, and spiritual significance for Muslim travelers.

“Uzbekistan has an unparalleled wealth of Islamic heritage that goes back centuries,” Mukhtorov said. “Our mosques, madrasahs, and mausoleums are not only historical landmarks but also symbols of Islamic culture and scholarship. This heritage is a key attraction for Muslim travelers who seek to explore their cultural and spiritual roots.”

Mukhtorov explained that Uzbekistan has focused on developing Muslim-friendly tourism infrastructure to meet the needs of modern Muslim travelers, offering halal-certified restaurants, prayer facilities, and accommodations that cater to Muslim guests. “We have worked hard to ensure that our Islamic heritage sites are accessible to Muslim travelers from around the world, while also creating experiences that appeal to non-Muslims who are interested in learning more about Islamic history and culture,” he added.

He also noted that Uzbekistan’s partnership with international tourism boards, including those in Malaysia and Spain, has been instrumental in promoting the country’s Islamic heritage to a broader audience. “Our goal is to make Uzbekistan a global hub for Islamic tourism, where travelers from all walks of life can appreciate the beauty and significance of our Islamic heritage,” Mukhtorov said.

Spain: Reviving the Legacy of Al-Andalus

Marta Fernández Martín, Director of the Spain Tourism Board, took the audience on a journey through Spain’s Islamic past, particularly during the era of Al-Andalus, when the Iberian Peninsula was a center of Islamic culture, science, and art. She highlighted how Spain has embraced its Islamic history, particularly in regions like Andalusia, where cities such as Córdoba, Granada, and Seville are home to world-renowned Islamic monuments like the Alhambra and the Great Mosque of Córdoba.

“Spain’s Islamic heritage is an integral part of our identity, and it is something that attracts millions of tourists every year, both Muslim and non-Muslim,” Fernández said. “Our Islamic past is a source of pride, and we have worked to ensure that these cultural landmarks are preserved and promoted as key tourist attractions.”

Fernández emphasized that Spain’s approach to promoting Islamic heritage is inclusive, targeting both Muslim travelers who seek to connect with their history and non-Muslims who are interested in the architectural and cultural contributions of Islamic civilization. “We believe that Islamic heritage has a universal appeal. The beauty of the Alhambra, the intricacy of Islamic art, and the intellectual legacy of Al-Andalus resonate with people from all backgrounds,” she explained.

Spain has also developed initiatives to make these sites more accessible to Muslim travelers by offering halal-friendly accommodations and dining options in major cities with Islamic heritage sites. “We are working to enhance our offerings for Muslim tourists, including providing halal-certified food, prayer spaces, and culturally sensitive services, so they feel welcome and comfortable while exploring Spain’s rich Islamic history,” Fernández added.

Malaysia: The Heart of Islamic Heritage in Southeast Asia

Nur Alyssa Coraline Yussin, Director of Research & Training at Malaysia’s Islamic Tourism Centre (ITC), focused on Malaysia’s unique position as a hub for Islamic heritage in Southeast Asia. She explained how Malaysia’s history as a center for the spread of Islam in the region, combined with its rich cultural diversity, has made it an attractive destination for Muslim travelers.

“Malaysia is known for its Islamic heritage, which is deeply intertwined with our multicultural identity,” Nur Alyssa said. “We are proud to showcase our Islamic heritage through our historical mosques, cultural festivals, and Islamic art, while also offering a modern and Muslim-friendly tourism infrastructure that caters to travelers from around the world.”

She explained that Malaysia’s Islamic heritage is not only about preserving the past but also about embracing the future of Muslim-friendly tourism. “We have developed world-class halal tourism services, from halal-certified hotels and restaurants to prayer facilities in public spaces, ensuring that Muslim travelers feel at home when they visit Malaysia,” Nur Alyssa said.

Malaysia’s approach to promoting Islamic heritage extends beyond physical sites, with initiatives that include educational programs and cultural exchanges designed to foster a deeper understanding of Islamic culture among tourists. “Our goal is to create an environment where travelers can experience Islamic heritage in a way that is authentic, engaging, and inclusive,” she said.

A Unified Approach to Islamic Heritage Tourism

As the panel concluded, the discussion highlighted the importance of collaboration between countries in promoting Islamic heritage as a driver for tourism. Moderator Anis Ramli emphasized that while each country has its unique history and approach, the shared goal is to create inclusive and culturally enriching experiences for tourists of all backgrounds.

“All three of these destinations—Uzbekistan, Spain, and Malaysia—offer something unique when it comes to Islamic heritage, but the common thread is the desire to preserve and promote this heritage in a way that is accessible, educational, and respectful,” Ramli said. “By working together, we can ensure that Islamic heritage remains a powerful draw for global travelers, while also fostering cross-cultural understanding.”

The panelists agreed that promoting Islamic heritage goes beyond attracting Muslim tourists; it is about showcasing the contributions of Islamic civilization to the world and creating opportunities for dialogue and mutual appreciation. By offering Muslim-friendly tourism services that cater to the needs of modern travelers, these countries are setting a high standard for the global tourism industry.

Future of Islamic Heritage Tourism

Looking ahead, the panelists expressed optimism about the future of Islamic heritage tourism, particularly as more countries recognize the value of their Islamic history in attracting tourists. As the global Muslim travel market continues to grow, destinations that invest in preserving and promoting their Islamic heritage will be well-positioned to attract both Muslim and non-Muslim visitors.

“Islamic heritage is not just for Muslim travelers—it is part of our shared global history,” Nur Alyssa concluded. “By promoting Islamic heritage tourism, we are not only honoring our past but also building a more inclusive and interconnected future for all travelers.”