Malaysia is further solidifying its status as a global hub for Muslim-friendly tourism, with ongoing efforts to enhance its offerings for Muslim travelers.
The country continues to attract visitors with its welcoming services, cultural experiences, and tailored travel options.
According to themalaysianreserve.com, the recent “Unlocking Malaysia’s Gems: MFTH Familiarisation Programme” organised by the Malaysian Technical Cooperation Programme (MTCP), brought together senior government officials, tourism professionals and media representatives from 10 countries, including France, Azerbaijan, Turkiye and Vietnam.
The 10-day programme, spear-headed by the Foreign Affairs Ministry and Tourism, Arts and Culture Ministry (MOTAC) through Islamic Tourism Centre (ITC), provided participants with an immersive experience of Malaysia’s thriving Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem.
Unlike MTCP’s past iterations — which combined technical sessions and familiarisation trips — this programme prioritised showcasing unique MFTH destinations and products.
ITC highlighted how Muslim travellers seek the same enriching experiences as other tourists but often face additional challenges when it comes to maintaining their religious obligations, such as performing prayers.
Malaysia’s MFTH ecosystem addresses these needs, offering an environment that combines faith-based conveniences with diverse tourism experiences, ranging from ecotourism to cultural and modern city attractions.
The programme aimed to equip key tourism figures with knowledge of Islamic tourism trends, best practices and infrastructure that cater to Muslim travellers. It also fosters appreciation for Malaysia’s rich Islamic heritage and cultural diversity, branding the country as a premier destination for Muslim tourists.
Since its inception in 1980, the MTCP has benefitted over 34,000 participants from 144 countries, fostering international goodwill and knowledge exchange.
The “Unlocking Malaysia’s Gems” programme exemplifies this commitment by not only strengthening Malaysia’s tourism offerings but also building global partnerships in MFTH sector.
Malaysia’s MFTH Ecosystem on Display
MFTH is essential for meeting the faith-based needs of the rapidly growing Muslim tourist market, which is projected to reach 230 million arrivals and US$225 billion (RM1 trillion) in expenditures by 2028.
It allows Muslim travellers to enjoy their journeys without compromising their religious practices, such as prayer, halal dietary requirements and hygiene.
MFTH also helps destinations create a comfortable and inclusive environment for Muslim tourists, making it a vital aspect of global tourism development.
The programme incorporates six essential elements to ensure compliance and provide a seamless experience for Muslim travellers, including accessible prayer facilities equipped with Qibla directions, prayer rugs and ablution areas.
Iconic mosques are also promoted as cultural and historical sites, with guided tours enhancing the experience.
Halal-certified gastronomy ensures food and beverages comply with Islamic dietary laws, while Muslim-friendly accommodations offer amenities like halal toiletries and alcohol-free minibars.
Facilities such as clean washrooms with gender-segregated sections and bidets, and family-friendly recreation options, align with Islamic values.
Health and wellness services are also crucial, catering to the demand for halal healthcare and gender-sensitive medical checks.
A cornerstone of the MFTH ecosystem is its two recognition programmes: The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG).
MFAR certifies hotels, restaurants and other tourism services that meet Muslim-friendly standards, such as providing prayer facilities, cleanliness and halal offerings.
MFTG complements this by equipping licensed tourist guides with the knowledge and skills needed to cater to Muslim tourists.
ITC DG Nizran Noordin highlighted that while Malaysia has achieved global recognition as the number one destination in the Mastercard-CrescentRating Global Muslim Travel Index since 2015, there is still significant work to be done to increase global awareness of Malaysia’s MFTH capabilities.
He further disclosed MFAR process, clarifying that achieving certification is not as complex as obtaining halal certification from the Department of Islamic Development Malaysia.
“MFAR is more experiential, focusing on how establishments can enhance the experience for Muslim travellers. Through workshops and competency training, we ensure applicants are well-prepared before undergoing audits for certification,” he told The Malaysian Reserve (TMR).
Looking ahead, ITC plans to collaborate closely with MOTAC to integrate infrastructure development and promote Malaysia’s MFTH ecosystem on a larger scale.
By leveraging new technologies, partnerships and comprehensive promotion efforts, ITC aims to solidify Malaysia’s reputation as a global leader in Muslim-friendly tourism.
With over 50 MFAR-certified hotels and 233 MFTGs, Malaysia has cemented its position as a leading destination for Muslim travellers.
These initiatives not only cater to the spiritual and practical needs of Muslim tourists but also position MFTH as a strategic tool for branding and attracting this significant market segment.
Furthermore, Nizran emphasised the importance of positioning Malaysia’s MFTH guidelines as global benchmarks.
He stressed that MFTH is Muslim-friendly, not “Muslim-only,” suggesting an inclusive and welcoming environment for all.
“Our offerings are designed not just for Muslims but also for anyone who appreciates the
universal benefits of Muslim-friendly services,” he said, highlighting the importance of MFTH in catering to the faith-based needs of Muslim travellers while promoting inclusivity.
Nonetheless, he said the Visitor’s Programme serves as a testament to Malaysia’s leadership in the industry, with the ultimate goal of harmonising and expanding MFTH standards globally to ensure consistent and high-quality experiences for Muslim travellers.
Fun and Educational Programme
The participants travelled to Ipoh, Perak, via KTMB’s Electric Service Train (ETS). Upon arrival, they explored the Sunway Lost World of Tambun.
The programme also featured a visit to Tasik Cermin, a serene lake surrounded by limestone formations, followed by a tour of Perak’s cultural heritage.
Highlights included zuhur prayers at Masjid Panglima Kinta, Ipoh Heritage Trail covering 10 historical sites and a visit to Kellie’s Castle.
The participants also explored Kuala Kangsar, visiting the Royal Heritage Trail with stops at Masjid Ubudiah and Istana Iskandariah. This was followed by an immersive rural experience at Labu Kubong Homestay, where they engaged in traditional activities such as machete making, stingless bee farming and rubber tapping. In-line with the “Visit Perak Year 2024” campaign, the selected destinations effectively showcased the state’s unique identity to the participants.
Perak’s Executive Councillor of Infrastructure, Energy, Water and Public Transport Datuk Seri Mohammad Nizar Jamaluddin also hosted a dinner for the international group.
Their journey continued in Penang, featuring visits to Penang Hill, the historic Kapitan Keling Mosque, Kampung Agong agro-themed park, and Design Village Outlet Mall for shopping.
The programme then shifted to Langkawi, starting with an engagement session with the Langkawi Development Authority.
Participants then visited the Langkawi Craft Complex, enjoyed a sunset dinner cruise on the Andaman Sea and had the option to explore the Dream Forest at night.
Other selected Langkawi attractions included the Oriental Village, Sky Cab, Sky Bridge, Eagle’s Nest Skywalk and the Kilim Mangrove Tour, which showcased the area’s ancient geological formations and vibrant ecosystems.
Back in Kuala Lumpur, the group embarked on a night tour aboard the KL Hop On Hop Off bus, witnessing the city’s illuminated skyline.
In Shah Alam and Putrajaya, their visits started with the Restu Foundation, which focuses on Islamic arts. This was followed by an engagement session with Putrajaya Corp and a technical tour of the city’s unique blend of modernity and Islamic architecture.
Their journey throughout the programme highlighted Malaysia’s diverse tourism offerings, blending cultural heritage, Islamic tourism and local traditions into an unforgettable experience.
Nizar said the selected itinerary was designed to be time-effective and logistically practical, considering the limited duration of the trip and the participants’ schedules.
It also aimed to provide a diverse range of experiences, including ecotourism, island experiences, beach resorts, cultural attractions and modern tourism.
The variety was intended to highlight Malaysia’s multifaceted tourism offerings and demonstrate its capability to cater to Muslim travellers’ needs, ensuring they could perform religious practices without compromise.
It was more interesting that the participants were in Penang on the day of Deepavali celebration. In the eyes of this writer, the clash of the programme and the festivities was a good experience to showcase Malaysia’s uniqueness.
ITC Earns Praise for Promoting Malaysia’s Halal Tourism Appeal
Hafiz Masqood Ahmed from the world’s largest halal media platform, Halal Times, praised the Visitor’s Programme: Unlocking Malaysia’s Gems for its exceptional organisation and its role in showcasing Malaysia’s rich cultural heritage.
Speaking during the programme — which brought together participants from diverse nationalities — Hafiz Masqood expressed his appreciation for the experience.
“ITC has done a marvellous job in introducing us to Malaysia’s amazing culture, which is beyond just Kuala Lumpur. The unique experiences we have had here truly highlight the beauty of Malaysia,” he said.
He also commended Malaysia’s leadership in the halal and Muslim-friendly tourism sectors, which offers a positive and enriching experience for Muslim visitors who value halal services and culture.
“Based on my experience and interactions with industry players worldwide, Malaysia is undoubtedly the No 1 country in terms of halal-friendly tourism and halal industry in general.”
Hafiz Masqood noted that the programme has been an eye-opener for participants, allowing them to explore the lesser-known parts of Malaysia, which stand in stark contrast to the bustling international city of Kuala Lumpur.
“Once we return to our respective countries, I am confident that every participant will become an unofficial ambassador for Malaysia, promoting its remarkable tourism and cultural offerings,” he said.
The Halal Times’ global reach spans over 190 countries, and its mission to promote halal products and services worldwide.
Hafiz Masqood expressed optimism on sharing Malaysia’s unique offerings with its audience, further enhancing the nation’s reputation as a global leader in Muslim-friendly tourism.
Cape Town, South Africa tourism advocate Nazreen Salie also praised ITC’s efforts in promoting MFTH during the 10-days programme. Reflecting on her experiences, she highlighted the seamless integration of Muslim-friendly facilities and the empowerment of local entrepreneurs showcased throughout the programme.
“It is wonderful to see the new tourism products. I love the emphasis on making it easy for Muslims to travel here,” she said.
Nazreen pointed out that Malaysia provides a child- and Muslim-friendly environment, addressing challenges that Muslim travellers often face in South Africa, such as adapting to less accommodating facilities.
“Everything here is set up the way we would do it at home, which is a stark contrast to our experience in Cape Town,” she added.
Nazreen was particularly impressed with the authentic cultural experiences Malaysia offers, citing the community-based tourism activities in kampung (village) as an example.
“In Cape Town, I have worked for decades to promote authentic experiences from our elderly community. What we have seen here mirrors those efforts, with real-life stories and meaningful connections,” she shared.
Apart from that, she expressed interest in exploring Malaysia’s homestay offerings further, noting how they have evolved post-Covid-19.
When asked about improving ITC’s outreach, Nazreen suggested ITC’s participation in Cape Town’s World Travel Market Africa (WTMA), a major tourism trade event.
“Cape Town hosts WTMA Africa, bringing together Africa and the rest of the world. It would be a great opportunity for ITC to teach and share its expertise in halal-friendly tourism while promoting Malaysia as a destination,” she said.
Nazreen emphasised the importance of ITC’s involvement, noting that its authority would carry more weight in advancing Muslim-friendly tourism initiatives in Africa.
She also critiqued South Africa’s early attempts at halal-friendly tourism, describing it as disconnected from Muslim needs.
“When Cape Town launched its halal-friendly tourism programme, the official partner was a wine estate, which showed a lack of understanding.
“Hotels provided Al-Qurans in rooms but overlooked practical needs like appropriate bathroom facilities,” she said.
With that, Nazreen suggested that ITC to assist South Africa in adopting Malaysia’s successful practices.
“It is the little things that make the difference and Malaysia has got it right,” she said.
Looking ahead, Nazreen expressed hope that ITC would participate in WTMA Africa in 2025, leveraging the platform to educate and empower tourism players while promoting Malaysia as a model for halal-friendly tourism.
Global Collaborations, Expanding Reach
A key highlight of the programme was the signing of strategic memorandums of understanding with international partners, including RusQuality from Russia, the Association of Indonesian Tours and Travel Agencies (ASITA) and Kyrgyzstan’s Department of Tourism.
These partnerships aim to promote Malaysia’s MFTH guidelines and encourage the adoption of its standards in other markets.
ITC has also engaged with countries such as the Philippines, Uzbekistan and Vietnam to provide training and advisory services, further expanding the reach of its MFTH framework.
Notably, even Muslim-minority destinations like Hong Kong and Macau are seeking ITC’s expertise to enhance their appeal to Muslim tourists.
“We are witnessing a growing interest from destinations worldwide that wish to attract the burgeoning Muslim travel market.
“Through collaboration, research and capacity building, ITC is ready to help these destinations develop a robust MFTH ecosystem,” Nizran said.
Preparing for Visit Malaysia 2026
The familiarisation programme was part of Malaysia’s broader efforts to prepare for Visit Malaysia 2026, a campaign aimed at drawing millions of international visitors.
By showcasing its readiness to meet the needs of Muslim travellers, Malaysia is positioning itself as the go-to destination for the Muslim tourist market, which is expected to be worth US$225 billion by 2028.
Malaysia’s leadership in this space is underscored by its consistent ranking as the “Top Muslim-Friendly Destination” for nine consecutive years by Mastercard-CrescentRating.
It was also recognised as the “Top Muslim Women-Friendly Destination” at the Halal in Travel Awards 2023, further solidifying its reputation as an inclusive and welcoming destination for Muslim travellers.
Nevertheless, ITC aims to establish a unified global framework for Muslim-friendly tourism, ensuring consistent standards and services that provide Muslim travellers with seamless experiences worldwide.
Through initiatives like MFAR and MFTG, ITC seeks to position itself as a global leader in this sector.
Nizran expressed ITC’s commitment to collaborating with international stakeholders to promote harmonised MFTH standards.
Countries such as the Philippines, Uzbekistan and Vietnam have already engaged ITC for guidance in developing their own Muslim-friendly ecosystems, demonstrating the growing global interest in Malaysia’s expertise.
Nizran reaffirmed ITC’s readiness to support destinations through its advisory services, research and training, further solidifying its role in expanding the reach of Muslim-friendly tourism globally.
Launched in 2009, ITC supports MOTAC by offering strategic research, training and capacity building in the Islamic tourism sector.
Recognised as a global leader in this field, ITC remains committed to ensuring Malaysia stays at the forefront of Muslim-friendly tourism, using these initiatives to enhance goodwill and foster international collaboration.
The programme encapsulates Malaysia’s vision not just to attract tourists but to create experiences that resonate with visitors on a personal and emotional level.
As the world turns its focus to the growing Muslim travel market, Malaysia stands ready to lead with its pioneering standards, innovative programmes and a vision of inclusivity that resonates across borders.
