MOTAC Calls On Islamic Tourism Centre To Expand Muslim-Friendly Tourism

PETALING JAYA, Feb 7 (Bernama) -- The Islamic Tourism Centre (ITC) has been urged to take proactive measures in developing innovative and competitive Muslim-friendly tourism products, as Malaysia seeks to deepen its tourism and cultural ties with China.

Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing said Malaysia and China share a rich Muslim heritage, which should be leveraged to enhance cultural and artistic exchanges between the two nations.

With Visit Malaysia Year 2026 on the horizon, he said Malaysia aims to use the opportunity to enhance its strategic tourism partnership with China, which remains a key market.

“ITC should continue adopting proactive measures to diversify and strengthen Muslim-friendly tourism offerings with more programmes that promote Islamic cultural and artistic exchanges between Malaysia and China

“The efforts to promote Malaysia’s beauty and cultural diversity should include art exhibitions, food festivals, and traditional celebrations, showcasing the country’s vibrant tourism landscape,” he said.

Tiong said this in his opening speech at The Malaysian Inbound Chinese Association (MICA) 10th Anniversary Annual Dinner in conjunction with China Muslim Cultural Exchange Familiarisation Trip near here today.

Also present were his deputy Khairul Firdaus Akbar Khan, ITC acting Director-General Nur Alyssa Coraline Yussin and MICA President Datuk Dr Angie Ng.

Meanwhile, Nur Alyssa said ITC will continue to strengthen the Muslim-friendly tourism ecosystem in the country to attract more international Muslim tourists to visit Malaysia.

Citing the success of the Chinese Muslim Cultural Exchange Internationalisation Programme which is in its second year, he said the programme has become a bridge in strengthening cultural understanding, opening up economic opportunities, and strengthening traditional ties between the two countries.

"Apart from the collaboration with MICA, we are also expanding our collaboration with several other parties to explore more opportunities to attract Muslim tourists from all over the world," he said.

According to Nur Alyssa, this year's programme recorded an increase in participation, with 77 Muslim representatives from China representing 23 provinces, with a focus on visits to culture, tourism, education and investment exchange, involving major destinations such as Kuala Lumpur, Melaka, Negeri Sembilan, Putrajaya, and Selangor.

-- BERNAMA