ITC Empowers Muslim-friendly Tourism Concept With Global Industry Players

In addition to visitors from neighbouring countries like Singapore, Thailand, and Indonesia, the nation also draws tourists from the Middle East, Europe, and the United States.

As of May this year, Malaysia recorded 9.48 million international tourist arrivals, up from 7.48 million in the same period in 2023.

The Ministry of Tourism, Arts, and Culture (MOTAC) has set a target of 27.3 million international tourist arrivals, with a projected revenue of RM102.7 billion  for the year. Additionally, in 2023, Malaysia welcomed 4.5 million Muslim tourists, generating RM14.7 billion in revenue.

In support of this growth, the Islamic Tourism Centre (ITC) has taken the initiative to strengthen the Muslim-Friendly Tourism and Hospitality (MFTH) sector in Malaysia. Through its Visitor’s Programme - Unlocking Malaysia’s Gems, ITC aims to promote Muslim-friendly tourism by increasing awareness among international industry players.

This 10-day programme, which kicked off on Oct 27, spans several locations, including Kuala Lumpur, Perak, Penang, Langkawi, and Putrajaya. Participants from 13 countries—including Azerbaijan, Cambodia, Japan, Kazakhstan, South Africa, and Vietnam—are taking part, gaining insights into Malaysia’s unique approach to Muslim-friendly tourism.

 

The author had the opportunity to participate in the programme in Perak from Oct 28 to 30, with activities centred in Ipoh and Kuala Kangsar.  

Organised by ITC in collaboration with the Ministry of Foreign Affairs, the event offered participants three days of distinctive experiences, including accommodation and exposure to Malaysia’s rich cultural heritage, reflecting the identity of its diverse communities.

In Perak, participants stayed at the Sunway Lost World Hotel in Ipoh, where facilities extend beyond halal dining to include prayer mats and Qibla direction indicators, catering to the needs of Muslim visitors.

Situated less than a kilometre from the Lost World of Tambun water park and nestled amid limestone hills and lush greenery, the hotel distinguishes itself by not featuring a bar on its premises.

To further introduce the concept of Muslim-friendly tourism, ITC organised visits to two of Perak’s oldest mosques: Masjid Panglima Kinta and Masjid Ubudiah.

Masjid Panglima Kinta in Ipoh combines British colonial, Mughal, and Neoclassical architectural elements and is recognised as a Perak State Heritage Building.

Built in 1898, the mosque was commissioned by Datuk Panglima Kinta Mohamed Yusof Lasam in memory of his late wife, Saaidah Chik, who passed away that same year. Mohamed Yusof envisioned a large mosque that would serve both locals and travellers.

Besides Masjid Panglima Kinta, the group was captivated by the beauty of Masjid Ubudiah’s architecture in Bukit Chandan, Kuala Kangsar.

Construction of this mosque began in 1913 but was delayed when a clash between two elephants caused damage on-site; it was finally completed in 1917.

 This octagonal mosque features four minarets reaching 38 metres in height, and its interior is adorned with Quranic verses and the 99 names of Allah, embodying a profound Islamic character.

 

Commenting on the programme, ITC Director-General Nizran Noordin said the organisation will continue to play a proactive role in enhancing understanding of the Muslim-Friendly Tourism concept, or MFAR, not only among local industry players but also internationally.

He noted that this aligns with the increasing acceptance of Muslim-friendly tourism, even among non-Muslim countries like Korea, China, Japan, and Europe, which in turn boosts confidence among Muslim travellers using industry services.

“The Muslim-friendly tourism sector is growing both locally and globally. Currently, around 26 hotels in Malaysia have joined us in seeking MFAR certification, marking an important step in strengthening the country’s tourism sector.

  “With MFAR certification, international tourists, especially Muslims, can stay at these certified hotels without concerns about food, beverages, cleanliness, staff hospitality, or facilities for prayer. These hotels offer prayer rooms, prayer mats, and Qibla direction indicators, as mandated by local religious councils,” he said.

 MFAR is an accreditation by ITC for tourism operators in Malaysia that ensures their facilities and services meet the needs of Muslim tourists and adhere to the guidelines set by ITC. These standards cover halal food, prayer facilities, clean premises, and Syariah-compliant service delivery.

 Nizran explained that the Muslim-friendly concept encompasses the entire tourism ecosystem, with industry players actively involved in empowering this sector.

He urged hotels and tourism operators to obtain halal certification from the Department of Islamic Development Malaysia (Jakim) for food services at their establishments.

“Halal certification is a primary qualification criterion for MFAR recognition. For hotels to receive the MFAR rating, their kitchen must be halal-certified, as restaurants are a major point of contact for guests,” he added.

He further emphasised ITC’s goal to position Malaysia as a leader in Muslim-friendly tourism, with the hope that other countries with Muslim minorities could adopt Malaysia’s guidelines and implement them locally.

Nizran said by introducing international industry players to this concept, Malaysia can enhance its appeal as a Muslim-friendly tourism destination, adding unique value to tourism packages that showcase the country's identity—aligning with the goals of the Visit Malaysia Year 2026 campaign.

 

 SHOWCASING ISLAMIC HERITAGE THROUGH MOSQUES

Nizran noted that the Islamic Tourism Centre (ITC), an agency under the Ministry of Tourism, Arts, and Culture (MOTAC), aims to showcase the unique heritage and cultural elements of Malaysia's mosques, positioning them as significant attractions for tourism.

This initiative is intended to support the growth of Islamic tourism and boost Malaysia's socioeconomic sector.

He added that this effort aligns with Malaysia's longstanding recognition as the ‘Best Muslim-Friendly Destination’ among Organisation of Islamic Cooperation (OIC) countries in the Global Muslim Travel Index (GMTI) from 2015 to 2024.

 “That’s why we are showcasing mosques with distinctive characteristics. The mosques visited by industry players in Perak embody an Islamic identity and are situated close to popular tourist attractions in the state.

"From my experience, many international Muslim tourists seek out mosques for congregational prayers, especially for the dawn prayer (subuh), and often prefer hotels located near mosques,” he said.

Meanwhile, Tourism Perak Chief Executive Officer Nurmalis Musa encouraged both Muslim and non-Muslim tourists to explore the distinctive architecture of Perak's mosques, especially the historical ones mostly built in the 19th century.

To facilitate this, the agency has launched a ‘Mosque Trail,’ enabling tourists to access detailed information about these mosques.

 "Perak is known for having some of the oldest mosques in Malaysia, each with unique Islamic art and heritage. Our goal is to attract visitors from all backgrounds, offering them a chance to learn about the history and religious significance of these mosques,” she said.

Nurmalis also noted that tourists can find the locations and historical backgrounds of these mosques on the Tourism Perak website, emphasising that the construction of a mosque often symbolises the presence of a community and reflects the strength of Islam and its followers.

 

Nazreen Salie, a tourism industry player from Cape Town, South Africa, shared his enthusiasm for Malaysia, which he regards as his second home.

Having frequently visited Malaysia for work, Nazreen considers it one of the most Muslim-friendly countries and believes other nations, including his own, could benefit from adopting it as a model.

 “Although Malaysia is made up of diverse ethnic groups, finding halal food or a place to pray is very easy, as most restaurants serve halal food and there are numerous mosques available," he said.

‘‘The people here are friendly and warmly welcome foreign tourists, regardless of religion. It’s different from where I’m from, where there is only one mosque, as we are a Muslim minority there,” said the tourism business owner, who can speak Malay.

He noted that the ITC programme has given him a unique opportunity to experience Malaysian culture up close and to exchange ideas with other participants to strengthen the tourism industry in their respective countries.

 “With a concept like this (Muslim-friendly tourism), I can confidently recommend Malaysia as a travel destination to my Muslim friends, as it wholeheartedly embraces this approach,” he added.

 

Translated by Salbiah Said

 

 --BERNAMA