Kelantan Budget Hotels Embrace MFAR Standards To Tap Growing Muslim Tourism Market

KOTA BHARU,  April 1 (Bernama)-- The Kelantan Chapter of the Malaysian Budget and Business Hotel Association (MyBHA) is taking proactive steps to enhance the state’s tourism industry by adopting the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) guidelines to improve the quality and rating of accommodation premises.

Its chairman, Masdiyah Jemain, said the implementation of MFAR, which came into effect on June 1, 2024, is a strategic move to ensure that budget and business hotels in Kelantan comply with Syariah requirements while meeting the growing demands of Muslim tourists, in conjunction with Visit Malaysia Year 2026.

“The MFAR framework outlines clear requirements, criteria and recognition processes, helping industry players better understand and implement Muslim-friendly standards practically.

“Under this system, the Lite rating is awarded to premises that meet minimum requirements, while Gold and Platinum ratings recognise establishments that exceed baseline standards and achieve the highest level of compliance.

“This creates healthy competition among MyBHA members within the tourism industry,” she told Bernama.

Masdiyah noted that although MFAR compliance may be demanding, it is essential for accommodation providers, particularly MyBHA members, to ensure the delivery of halal and toyyib lodging services for all guests.

She added that initiatives such as the Industry Chat with MyBHA Kelantan have helped raise awareness among about 50 members on the importance of adopting Muslim-friendly standards recognised by the Ministry of Tourism, Arts and Culture (MOTAC).

“These programmes also serve as a platform for knowledge-sharing, experience exchange and strategic networking among tourism industry players through briefings, interactive sessions and Q&A discussions,” he said.

Masdiyah highlighted that the MFAR initiative provides opportunities for MyBHA members, including those without official MOTAC grading, to enhance their competitiveness and tap into the global Muslim tourism market, estimated to be worth USD225 billion, starting with at least a Lite rating.

“Marketing efforts for hotel rooms can also be expanded internationally through networks facilitated by the Islamic Tourism Centre (ITC) under MOTAC,” she added.

-- BERNAMA