The Islamic Tourism Centre (ITC) has achieved a significant milestone in Malaysia’s commitment to becoming a global leader in Muslim-friendly Tourism and Hospitality (MFTH). This was marked by a groundbreaking collaboration with three major tourism associations: the Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA), the Malaysian Association of Tour and Travel Agents (MATTA), and the Malaysian Inbound Chinese Association (MICA). The signing ceremony took place today at One World Hotel, reinforcing Malaysia’s dedication to promoting its Muslim-friendly tourism sector.
The focus of this collaboration is to organize a special “familiarisation trip” programme for Imams from China and Europe. The initiative will highlight Malaysia’s Muslim-friendly tourism offerings, including its rich cultural heritage, natural beauty, and major city attractions, positioning the country as the preferred destination for Muslim travellers worldwide.
ITC Director-General, Nizran Noordin, expressed that this collaboration marks a significant step in building a sustainable Muslim-friendly tourism ecosystem. He explained, “By engaging influential Muslim leaders from China and Europe, we aim to foster meaningful international relationships, raise awareness of Malaysia’s tourism potential, and create economic benefits for local tourism businesses.”
The success of the pilot programme in January 2024, which saw the participation of 35 Imams from 14 provinces in China, was a key motivator for expanding the initiative. This programme resulted in Malaysia attracting 58,000 Chinese Muslim tourists, generating RM92.8 million in tourism revenue within two months. ITC plans to replicate this success by targeting both the Chinese and European Muslim markets, building on past sales missions to countries like France, Russia, and the United Kingdom.
The upcoming familiarisation trips for 2025 will start with a 7-day, 6-night programme organized by MICA for Imams from China, beginning on 5 February. The programme will feature Muslim-friendly accommodations, halal-certified dining options, iconic mosques, and Islamic tourism attractions, all guided by ITC-certified Muslim-friendly tourist guides. Similar trips will be arranged by BUMITRA and MATTA later in the year, each tailored to showcase Malaysia’s exceptional offerings for Muslim travellers.
Through this collaboration, the tourism associations aim to increase Muslim tourist arrivals to Malaysia in alignment with the country’s goals for Visit Malaysia 2026. The commitment of these associations to driving higher tourist numbers for each Imam involved will help further establish Malaysia as a top destination for Muslim-friendly tourism.
The signing ceremony was attended by prominent figures, including YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts, and Culture Malaysia, and representatives from each participating organization, including Nizran Noordin (ITC), Dr. Wan Muhamad Adam Wan Norudin (BUMITRA), Dr. Cindy Seow (MICA), and Datuk Mohd Hizzat Bin Mohd Shah (MATTA). The collaboration signifies Malaysia’s preparedness to cater to the global Muslim travel market and offers an enriching travel experience for Muslim visitors around the world.
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