Malaysia’s ‘Classic’ Halal Food to Attract Post-Pandemic Muslim Tourists

Malaysia, a vibrant Southeast Asian nation, is well-known for its cultural amalgamation, stunning landscapes, and more so, its gastronomic prowess. According to the Islamic Tourism Centre (ITC), Malaysia’s diverse culinary heritage possesses the potential to woo an increasing number of Muslim tourists globally. The ITC Director-General, Datuk Dr. Mohmed Razip Hasan, believes that the country’s plethora of halal foods can be a magnet for those seeking authentic and diverse culinary experiences.

The Halal Culinary Tapestry: Malaysia’s culinary landscape is a mosaic of flavors, with dishes like Beef Rendang standing as a testament to the country’s heritage. The rich, slow-cooked, coconut-based curry is just one of the numerous halal delicacies that the country can present to the international traveler.

Dr. Hasan emphasizes, “What’s special about Malaysia is not only in the diversity of food choices but also the fact that halal food is easily available”. He asserts that the ease of access to halal cuisine is a prominent factor for Muslim tourists, for whom adherence to dietary guidelines is paramount.

The Impact of Accessibility: When a destination offers effortless access to halal food, it becomes inherently more welcoming to Muslim travelers. This, in turn, contributes to a more comfortable and positive experience. The amalgamation of the culinary experience with the cultural richness and natural beauty creates an enticing package for tourists, particularly from the Muslim community.

Collaborative Efforts: Dr. Hasan calls upon the industry stakeholders to unite to enhance Malaysia’s appeal to Muslim tourists. He envisions collaborations among travel agents, tourist guides, hotels, and restaurants in curating packages tailored to the preferences and needs of Muslim travelers. These packages can integrate culinary tours, visits to historical sites, nature exploration, and shopping experiences, all under the assurance of halal-friendly amenities.

ITC’s Role: As an agency operating under the Tourism, Arts, and Culture Ministry, the Islamic Tourism Centre (ITC) holds the mantle for developing the Islamic tourism segment in Malaysia. This includes establishing standards, fostering collaborations, and promoting Malaysia as a premier destination for halal tourism.

Recognition and Potential: The 2019 Mastercard-CrescentRating Global Muslim Travel Index (GMTI) ranked Malaysia alongside Indonesia as the top country for Muslim-friendly tourism. The GMTI evaluates destinations based on accessibility, communication, environment, and services for Muslim travelers.

Before the Covid-19 pandemic disrupted global travel, the Muslim travel market was on an unprecedented growth trajectory. CrescentRating, a prestigious authority in halal-friendly travel, forecasts that by 2026, Muslim tourists will account for more than 10% of the global tourism market with approximately 230 million visitors.

Conclusion: In a post-pandemic world, where the tourism sector seeks rejuvenation, Malaysia’s rich culinary heritage can serve as a linchpin in attracting Muslim tourists. Through collaborative efforts, creative packaging, and continued emphasis on halal accessibility, Malaysia is poised to not only recover but thrive as an eminent destination in the burgeoning halal tourism sector. The synthesis of culinary delights with the warm embrace of cultural diversity may well script a success story for Malaysia in the annals of global tourism.