By Assoc Prof Dr Azian Muhamad Adzmi, Dr Nurul Wahidah Mahmud Zuhudi & Dr Noor Hanan Jafar

In an era where visual content dominates consumer engagement, effective communication through photography has become an essential tool in shaping perceptions of tourism.

Recognising this, on 15 February 2025, Taylor’s University Impact Lab, in collaboration with the Sustainable Tourism Programme, successfully organised the Smartphone Photography Workshop at Dewan Serbaguna Darul Quran Wal Hadis, Bukit Badong, Selangor.

The event, aimed at empowering small business owners, homestay operators, and food entrepreneurs, focused on enhancing their digital literacy and visual marketing skills to better align with the growing demand for Muslim-friendly tourism. With the rising global interest in halal travel, ensuring that visual communication accurately represents Muslim-friendly hospitality is crucial.

The workshop was officiated by Selangor State Assemblyman for Ijok YB Jefri Mejan, who emphasised the power of imagery in shaping perceptions of halal tourism in Malaysia.

In his opening remarks, he highlighted how visual storytelling is no longer optional but a necessity in the digital era for businesses wanting to attract more Muslim travellers.

Bridging the Gap between Visual Storytelling and Halal Tourism

According to Dr Nurul Wahidah Mahmud Zuhudi, the Research Leader and Programme Director for the Master’s in Media and Communication at Taylor’s University, this initiative was developed to bridge the gap between visual storytelling and the tourism industry.

"Many small business owners, especially those in homestay services and halal food businesses, often struggle to present their products and services in a way that aligns with the principles of Muslim-friendly tourism.

“Misinterpretation of visuals in advertising can lead to confusion about what is truly halal-compliant. Therefore, this workshop was designed to equip participants with skills to produce high-quality, ethical, and effective photography that accurately conveys the message of Muslim-friendly tourism," she explained.

She further emphasised that miscommunication through misleading images can not only affect brand trust but also create misunderstandings about the essence of halal tourism itself.

By equipping local businesses with basic yet effective visual marketing skills, the programme hopes to enhance Malaysia’s positioning as a top halal travel destination.

Photography as a Tool for Authentic Representation

The workshop was conducted by Puan Laili Tajuddin, a senior lecturer in the Photography Technology Programme at Universiti Selangor (UNISEL).

She highlighted that visual communication plays a pivotal role in influencing travellers’ perceptions.

"Tourists often make travel decisions based on what they see online. The portrayal of halal tourism must be precise and clear.

“For example, promotional visuals that fail to emphasise halal-certified elements, such as signage for prayer facilities or properly labelled halal restaurants, may result in confusion. Ethical and well-curated imagery builds trust among travellers, assuring them that the services provided align with their religious values," she stressed.

Throughout the session, participants were guided on the basics of smartphone photography, proper lighting techniques, composition rules, and mobile photo editing using applications such as Snapseed and Lightroom Mobile. A hands-on segment allowed participants to capture and refine their own product photos, with live feedback on how to improve their visuals for promotional use.

A Nationwide Expansion: Taking Digital Literacy Beyond Ijok

Meanwhile, Dr Noor Hanan Jafar, co-researcher of the workshop from Taylor’s University, voiced the need for nationwide expansion of such initiatives, emphasising that more business owners should have access to digital literacy programmes.

"Workshops like this should not be limited to specific areas. It should be expanded across Malaysia to ensure that all small and medium enterprises (SMEs), particularly those catering to Muslim-friendly tourism, understand how to use visual communication effectively.

“With support from government bodies and academic institutions, we can elevate awareness of the importance of ethical visual marketing for halal tourism," she said.

Echoing this sentiment, Assoc Prof Dr Azian Muhamad Adzmi from KIMEP University, Almaty, Kazakhstan, who also the co-researcher for the project, highlighted the need for free educational initiatives that cater to small business owners who may not have access to professional training programmes.

"One of the biggest barriers for local entrepreneurs in improving their digital presence is the lack of resources and affordability of professional training. This workshop proves that access to knowledge should not be limited by financial constraints.

“By expanding such programmes, we are not just helping businesses thrive but also contributing to Malaysia’s overall digital transformation in the tourism sector," she remarked.

The Road Ahead: A Digital Future for Muslim-Friendly Tourism

This workshop has proven to be a milestone in advancing Malaysia’s efforts in promoting halal tourism through digital empowerment.

Beyond just teaching photography techniques, it has opened up discussions about the role of ethical visual communication in shaping international perceptions of Muslim-friendly travel experiences.

With continued support from universities, tourism boards, and government initiatives, there is great potential for this programme to be expanded into a national movement that enables more local businesses to effectively market their services to the growing global Muslim travel market.

Malaysia has long been recognised as a world leader in halal tourism, but in today’s highly visual digital age, it needs to step up its game by integrating professional, high-quality, and ethical visual storytelling into its marketing strategies.

Small businesses, often the backbone of tourism, must not be left behind in this transformation.

For Malaysia to solidify its position as the ultimate halal travel destination, it must ensure that every image tells an authentic story – one that is visually engaging, culturally respectful, and true to the essence of Muslim-friendly hospitality.

The journey towards a more digitally-empowered halal tourism industry has begun, and there is no turning back.

-- BERNAMA

Dr Nurul Wahidah Mahmud Zuhudi & Dr Noor Hanan Jafarare with the School of Media and Communication, Taylor’s University, Malaysia.

Assoc Prof Dr Azian Muhamad Adzmi is with the Department of Media and Communication, KIMEP University, Almaty, Kazakhstan.