ITC Partners with Global Leaders to Boost Muslim-Friendly Tourism

Malaysia, a country celebrated for its rich heritage, multicultural diversity, and natural beauty, has long been a premier travel destination. However, beyond the scenic landscapes and urban adventures, Malaysia is pioneering a global model for Muslim-friendly tourism that sets it apart on the world stage. With tourism numbers climbing, Malaysia has seen nearly 9.48 million international tourists by May 2024 alone, up from 7.48 million in 2023. This growth reflects a larger strategy in which Malaysia’s Islamic Tourism Centre (ITC) plays a vital role, particularly in enhancing the experience for Muslim travelers worldwide. The Ministry of Tourism, Arts, and Culture (MOTAC) has set ambitious goals to reach 27.3 million international tourists and generate RM102.7 billion in revenue by year-end, with a significant portion of this growth fueled by Muslim-friendly tourism.

Central to Malaysia’s progress in Muslim tourism is ITC’s “Visitor’s Programme – Unlocking Malaysia’s Gems,” an initiative designed to strengthen Malaysia’s reputation as a Muslim-friendly destination. Through collaboration with global tourism leaders and showcasing its hospitality standards, ITC is positioning Malaysia as a benchmark in accommodating the needs of Muslim travelers, setting an example for others to follow.

Muslim-Friendly Tourism in Malaysia

Muslim-friendly tourism has seen remarkable growth over the past decade, as more travelers seek destinations that cater to their faith-based needs. Malaysia is leading the way with robust initiatives and standards that make Muslim tourists feel welcome, comfortable, and respected. Notably, Malaysia welcomed around 4.5 million Muslim tourists in 2023, generating RM14.7 billion in revenue. This strong demand reflects a burgeoning sector in global tourism, one that is estimated to be worth over $225 billion by 2026.

With millions of Muslim tourists now traveling internationally each year, countries that prioritize this segment gain significant economic and cultural benefits. Malaysia’s consistent ranking as the ‘Best Muslim-Friendly Destination’ by the Global Muslim Travel Index from 2015 to 2024 further cements its reputation, reflecting years of dedication to building a welcoming, inclusive tourism environment.

In its ongoing efforts to enhance Muslim-friendly tourism, ITC has launched the “Visitor’s Programme – Unlocking Malaysia’s Gems,” an expansive, ten-day initiative that introduces global industry leaders to Malaysia’s diverse cultural landscape. This program covers notable destinations, including Kuala Lumpur, Perak, Penang, Langkawi, and Putrajaya, each showcasing Malaysia’s unique mix of tradition, modernity, and natural beauty.

Launched on October 27, the program draws participants from countries like Azerbaijan, Cambodia, Japan, Kazakhstan, South Africa, and Vietnam. Each participant gains firsthand insights into Malaysia’s commitment to providing Muslim-friendly services, from halal-certified food and accommodations to culturally significant experiences and convenient access to prayer facilities.

Perak as a Key Destination

One of the highlights of the Visitor’s Programme was a three-day segment from October 28 to 30, set in Perak—a state known for its stunning architecture, vibrant history, and deep-rooted cultural traditions. Through a variety of activities held in Ipoh and Kuala Kangsar, participants immersed themselves in Malaysia’s heritage, learning about the country’s approach to Muslim-friendly tourism.

In Ipoh, participants stayed at the Sunway Lost World Hotel, a facility that not only offers halal dining options but also provides prayer mats and Qibla direction indicators. Located close to the Lost World of Tambun, a popular theme park, and free from any alcohol-serving establishments, the hotel embodies the commitment to serving Muslim guests with facilities that align with Islamic practices. This dedication to faith-conscious hospitality demonstrates Malaysia’s proactive approach to catering to Muslim tourists.

ITC also arranged tours of two of Perak’s oldest and most revered mosques—Masjid Panglima Kinta and Masjid Ubudiah. Masjid Panglima Kinta, built in 1898, is a blend of British colonial, Mughal, and Neoclassical architectural elements, showcasing Malaysia’s historical ties to various cultures. This mosque is particularly symbolic, built by Datuk Panglima Kinta Mohamed Yusof Lasam in honor of his late wife. Today, it serves as a place of worship and a historical landmark, symbolizing Malaysia’s multicultural heritage and Islamic architectural prowess.

Meanwhile, Masjid Ubudiah, located in Bukit Chandan, Kuala Kangsar, is another architectural marvel that showcases Malaysia’s Islamic heritage. This mosque, completed in 1917, stands out for its octagonal design, four towering minarets, and intricately decorated interiors featuring Quranic verses and the 99 names of Allah. With its striking golden domes and vibrant design, Masjid Ubudiah reflects the beauty and spiritual depth of Malaysia’s Islamic architecture, drawing tourists from around the world.

ITC’s Commitment

ITC’s work is not only focused on enhancing Muslim-friendly tourism within Malaysia; the organization also seeks to promote this model internationally. ITC Director-General Nizran Noordin has emphasized the importance of increasing global awareness of Malaysia’s Muslim-friendly tourism offerings, which he views as a model for other countries. Notably, countries such as Japan, Korea, China, and European nations are beginning to embrace Muslim-friendly practices, motivated by the growing interest from Muslim travelers worldwide.

The program aligns with Malaysia’s broader tourism strategy, which involves building strong relationships with international tourism industry leaders to promote the Muslim-Friendly Tourism and Hospitality (MFTH) concept. As countries globally embrace this model, Malaysia’s influence in shaping industry standards for Muslim-friendly tourism is steadily growing, positioning it as a leader in this sector.

A central aspect of ITC’s strategy is the Muslim-Friendly Accommodation Recognition (MFAR) program, which sets high standards for Muslim-friendly accommodations across Malaysia. The MFAR certification requires hotels and accommodations to meet specific criteria, including halal-certified kitchens, prayer facilities, and strict hygiene standards. This certification is vital as it reassures Muslim travelers that they can enjoy a comfortable stay that aligns with their religious values, fostering trust and confidence in Malaysia’s tourism offerings.

As of now, 26 hotels in Malaysia have obtained MFAR certification, marking an important step in the country’s efforts to strengthen its Muslim-friendly tourism infrastructure. The demand for MFAR-certified accommodations continues to grow as more international Muslim travelers seek destinations that provide services and amenities aligned with Islamic practices. This certification is a crucial factor in the success of Malaysia’s Muslim-friendly tourism sector and encourages other tourism-related businesses to adopt similar standards.

Islamic Tourism in Malaysia

The economic impact of Islamic tourism on Malaysia’s economy is substantial. By focusing on Muslim-friendly tourism, Malaysia has diversified its tourism industry, which has traditionally been geared toward general international travel. This diversification has provided a significant boost to the economy, with Muslim travelers contributing billions of ringgit annually. As tourism becomes a leading driver of economic growth, Malaysia’s efforts to attract Muslim tourists are increasingly beneficial to its overall economic health.

Beyond the economic benefits, Muslim-friendly tourism fosters cultural understanding and promotes Malaysia as a country that celebrates diversity and inclusivity. The cross-cultural interactions facilitated by tourism allow visitors to engage with Malaysian culture, learn about its Islamic heritage, and appreciate its commitment to hospitality.

Showcasing Islamic heritage is one of ITC’s strategic focuses. Through programs and certifications, ITC emphasizes the importance of Malaysia’s mosques as cultural and spiritual landmarks. By highlighting these sites, Malaysia attracts tourists who are not only interested in leisure but also in cultural exploration and spiritual experiences.

For instance, Malaysia’s recognition as the “Best Muslim-Friendly Destination” by the Global Muslim Travel Index underscores its leadership in offering quality services and experiences that cater to Muslim travelers. This consistent accolade has helped Malaysia become synonymous with Muslim-friendly tourism and set the standard for other countries aiming to cater to Muslim travelers.

Insights and Reflections

International participants of the Visitor’s Programme have consistently praised Malaysia’s approach to Muslim-friendly tourism. For instance, South African tourism professional Nazreen Salie shared how Malaysia’s tourism model could serve as an inspiration for other countries, including his own. Salie noted that Malaysia’s emphasis on halal food availability, prayer spaces, and friendly service makes it an ideal destination for Muslim travelers. Such positive experiences highlight Malaysia’s success in creating an inclusive environment that makes Muslim travelers feel welcome and respected.

Participants in the Visitor’s Programme are not just observers but also ambassadors of Malaysia’s tourism model. By experiencing Malaysia’s commitment to Muslim-friendly tourism firsthand, they can share these insights in their own countries, further promoting Malaysia as a top destination for Muslim travelers. This ripple effect extends Malaysia’s reach and strengthens its reputation as a global leader in Muslim-friendly tourism.

Looking ahead, Malaysia’s tourism industry has set ambitious goals for the upcoming Visit Malaysia Year 2026 campaign. As part of this vision, ITC aims to solidify Malaysia’s status as the world’s leading Muslim-friendly destination. By continuously improving and expanding Muslim-friendly services, Malaysia aims to attract an even larger share of the global Muslim tourist market.

Malaysia’s strategy for Muslim-friendly tourism goes beyond providing halal food and prayer facilities. It is about creating a holistic travel experience that reflects the values of Islamic hospitality. From architectural heritage and historical landmarks to modern facilities designed to accommodate Muslim travelers, Malaysia’s tourism offerings cater to a diverse range of interests and preferences.

The Role of ITC

The Islamic Tourism Centre (ITC) plays an essential role in shaping Malaysia’s tourism landscape. Since its establishment, ITC has been the driving force behind many of Malaysia’s initiatives to attract and accommodate Muslim travelers. The center’s efforts go beyond policy-making; they involve extensive collaboration with industry stakeholders, cultural organizations, and international partners to build a tourism ecosystem that respects Islamic practices.

In addition to implementing programs like MFAR, ITC offers training for tourism operators, educational programs, and support for tourism businesses that aim to become Muslim-friendly. This comprehensive approach helps ensure that Malaysia’s Muslim-friendly tourism offerings are not just robust but also sustainable and aligned with global standards.

Malaysia’s approach to Muslim-friendly tourism is a model of inclusivity that other countries are beginning to notice and replicate. As more countries adopt Malaysia’s practices, the global tourism industry becomes more accommodating and respectful of diverse cultures and religious beliefs. By setting this standard, Malaysia is contributing to a more inclusive world where Muslim travelers can confidently explore destinations that respect their faith.

Malaysia at the Forefront

As the global Muslim tourism sector continues to expand, Malaysia’s initiatives, led by ITC, serve as a beacon of innovation and inclusivity. The “Visitor’s Programme – Unlocking Malaysia’s Gems” and the MFAR certification program are only a few examples of how Malaysia is making Muslim-friendly tourism a mainstream segment of its tourism industry.

By fostering an environment that celebrates cultural diversity and religious respect, Malaysia is not only enhancing its appeal to Muslim tourists but also positioning itself as a leader in the global tourism landscape. As countries around the world strive to attract Muslim travelers, Malaysia’s proactive approach, combined with its rich cultural offerings, sets a high standard that others aspire to follow.

With ITC’s commitment and Malaysia’s ongoing efforts to enhance its Muslim-friendly tourism offerings, the nation is poised for continued success in the coming years. The strategies implemented today will shape the future of tourism, making Malaysia a destination of choice for Muslim travelers and a model of excellence for others to emulate.