ITC, AMSPA Collaborate On Global Spa And Wellness Guideline Training Initiative

KUALA LUMPUR, March 5 (Bernama) -- The Islamic Tourism Centre (ITC) and the Association of Malaysian Spas (AMSPA) have inked a memorandum of understanding (MoU) to extend Malaysia's leadership in the global halal ecosystem into the spa and wellness sector.

The signing ceremony was held yesterday at Internationale Tourismus-Börse Berlin (ITB) in Berlin, Germany.

In a statement, ITC said the collaboration will see ITC roll out a structured Muslim-Friendly Spa Guideline and Training Programme to 100 AMSPA members through dedicated training modules, capacity-building programmes and a formal recognition framework. 

“An initiative by Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing, the programme is conceived to introduce authentic Malaysian spa and wellness offerings to attract more tourists to Malaysia in conjunction with the Visit Malaysia 2026 campaign. 

“It also signals Malaysia’s intent to strengthen standards within the halal wellness segment while positioning the country as a reference point for destinations seeking to tap into the growing Muslim travel market,” the statement said.

The MOU was signed by ITC director-general (DG) Mohammad Faisal Abu Suaib Khan and AMSPA president Selinastein Mohd Rashid while Tiong witnessed the landmark event, signalling his strong support for the development of Muslim-friendly spa and wellness offerings.

Also present were Malaysia's Ambassador to Germany His Excellency Mohamad Razdan Jamil and Tourism Malaysia DG Mohd Amirul Rizal Abdul Rahim.

Furthermore, ITC jointly formulated the spa and wellness guidelines with AMSPA and Universiti Sains Islam Malaysia (USIM), benchmarking them against the Standards and Metrology Institute for the Islamic Countries (SMIIC) Halal Spa Standards adopted at the Organisation of Islamic Cooperation (OIC) level.

“It forms one of ITC’s key offerings under the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, which also includes guidelines for Muslim-Friendly tourist accommodation premises and travel operating businesses. 

“The spa and wellness industry represents an increasingly important component of the broader halal economy, which spans Islamic finance, halal food and beverages, modest fashion, pharmaceuticals, cosmetics, media, recreation and tourism,” it said.

By introducing structured guidelines and training tailored specifically for spa operators, ITC aims to provide a clear direction to the industry on service delivery, operational considerations, privacy standards, and guest experience enhancements that cater to Muslim travellers -- while remaining inclusive and commercially viable for the wider market. 

Mohammad Faisal said the collaboration marks an important milestone in strengthening Malaysia’s halal ecosystem through tourism.

“Wellness and spa services are part of the whole travel experience. By developing practical guidelines and training programmes, we are not only enhancing service quality but also building industry confidence in serving the Muslim market in a structured and professional manner,” he said.

 He also highlighted that tourism plays a unique role within the halal economy as an integrator of multiple sectors, adding that when travellers visit a destination, they engage with accommodation, retail, food services, financial services and wellness offerings, and that ensuring these components work cohesively strengthens the overall tourism experience.

“We see strong global interest in serving the Muslim travel market, but many stakeholders are unsure where to begin. ITC’s training and recognition programmes provide a ready and adaptable framework. We see this as a positive step towards raising global standards and trust,” he added.

Meanwhile, Selinastein welcomed the partnership, describing it as timely and forward-looking, and commended the ITC for advancing the Muslim-Friendly Spa ecosystem, saying the milestone reflects Malaysia’s strong commitment to positioning its wellness industry as inclusive, trusted and globally competitive.

-- BERNAMA