Muslim travel growth driven by inclusive experiences

 

New research from Mastercard and CrescentRating highlights continued growth in Muslim travel, alongside changing expectations around inclusivity, safety and purpose-led experiences. 

The reports, Halal Travel Trends 2026 and Muslim Women in Travel 2026, estimate international Muslim arrivals reached 186 million in 2025 and are projected to grow to 245 million by 2030. Muslim women accounted for 90 million arrivals in 2025, representing 48 per cent of the total, up from 45 per cent in 2019.

The findings point to a shift beyond basic requirements such as halal food and prayer facilities, with travellers placing increasing emphasis on safety, trust and digital access when planning trips. 

Asia remains central to this growth. The region attracted nearly 120 million Muslim visitors in 2024, accounting for 65 per cent of global arrivals. Within this, South-east Asia is well positioned, with destinations such as Malaysia, Indonesia, Singapore and Brunei identified as preferred markets, particularly among Muslim women travellers. 

The reports highlight the growing influence of Muslim women in shaping travel decisions across segments including family holidays, solo trips and group travel. Safety and comfort were cited as key considerations by 60 per cent of respondents, followed by the availability of Muslim-friendly services. 

Digital platforms are also playing a larger role, with 68 per cent of respondents indicating that social media influences their travel choices. AI tools are increasingly used for trip planning, including identifying halal dining options and assessing destination suitability. 

A central theme across both reports is the RIDA framework, which outlines four areas for destinations to address: responsible tourism, immersive experiences, digital capability and assurance. The approach is intended to help tourism stakeholders better meet evolving traveller expectations. 

“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, senior vice president, customer solutions centre, South-east Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to think about the full traveller journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.” 

“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, director of operations, CrescentRating. “Muslim travellers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”

-TTG Asia.

Tourism Malaysia And Al Firdaus Travels Strengthen Strategic Collaboration To Advance Muslim-Friendly Tourism

 

MELAKA — Tourism Malaysia in collaboration with Al Firdaus Travels Pte Ltd., continues to strengthen strategic efforts to position Malaysia as a leading Muslim-friendly destination through the organisation of the Mother’s Day Celebration Programme 2026, taking place from 9 to 10 May in Melaka. 

The programme has attracted more than 600 visitors from Singapore, reflecting strong regional travel demand and Malaysia’s continued appeal among family-oriented and Muslim-friendly travel segments. 

Developed as a curated travel package, the initiative adopts a targeted approach to drive quality visitor arrivals from Singapore while promoting meaningful and value-driven travel experiences. Leveraging digital platforms for engagement and outreach, this collaboration forms part of ongoing efforts under the Visit Malaysia 2026 (VM2026) campaign. 

The programme features renowned speakers, including Ustaz Syamsul Debat and Ustazah Asni Abu Mansor. Participants are also treated to a cultural showcase by Tourism Melaka, highlighting the rich heritage and cultural diversity of Melaka. 

In line with growing demand for niche tourism segments, Tourism Malaysia continues to emphasise curated Muslim-friendly travel experiences. Other collaborative programmes with Al Firdaus Travels Pte Ltd. include Concert and Cultural Tourism featuring Wak Jeng at Tenera Hotel, Luxury and Romance packages in Langkawi, as well as Islamic Heritage and Learning journeys in Perak. 

Mr. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, said: “This collaboration reflects the growing demand for meaningful Muslim-friendly travel experiences among regional travellers, particularly from Singapore. Through strategic partnerships such as this, Tourism Malaysia remains committed to strengthening Malaysia’s position as a preferred destination for Muslim-friendly tourism while supporting the broader aspirations of Visit Malaysia 2026.” 

In 2025, Malaysia recorded 21.1 million visitor arrivals from Singapore, representing an increase of 11.8 per cent compared to the previous year. This sustained growth highlights Singapore’s continued importance as a key source market in support of the Visit Malaysia 2026 (VM2026) campaign.

-Tourism Malaysia.

Malaysia Named Top Muslim-Friendly Destination Of The Year - Again!

 

Malaysia has once again clinched the #1 spot in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, earning the title Top Muslim-Friendly Destination of the Year at the Halal in Travel Global Summit in Singapore.

This marks a decade of dominance in Muslim-friendly travel — a milestone that reflects the nation's strong commitment, from policy to practice, in creating inclusive, welcoming, and faith-based travel experiences.

Deputy Minister of Tourism, Arts and Culture YB Khairul Firdaus, who accepted the award, lauded the collaborative spirit of industry players, government and private sectors, and the role of Islamic Tourism Centre (ITC) in shaping Malaysia's trusted MFTH framework.

Key programmes like MFAR & MFTG are transforming industry standards – with over 56 recognised businesses and 307 certified guides nationwide.

As we gear up for Visit Malaysia 2026, this recognition is a powerful boost. Let’s continue leading the way in Muslim-Friendly Tourism & Hospitality!

-Islamic Tourism Centre.

ITC Collaborates With BUMITRA, MATTA And MICA To Lead Global Muslim-Friendly Tourism Strategy Focused On China And Europe

PETALING JAYA, 9 JANUARY 2025: Islamic Tourism Centre (ITC) has successfully formalised a groundbreaking collaboration with three prominent 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, held this afternoon at One World Hotel marks a significant milestone in Malaysia’s efforts to solidify its position as a global leader in Muslim-friendly Tourism and Hospitality (MFTH).

The collaboration focuses on hosting Imams from People’s Republic of China (PRC) and Europe as part of a specially curated ‘familiarisation trip’ programme.

This strategic endeavour aims to showcase Malaysia’s thriving Muslim-friendly ecosystem, cultural heritage, nature and city attractions while promoting the country as a premier destination for Muslim travellers.

Speaking at the event, ITC Director-General, Nizran Noordin stated: “This collaboration reflects Malaysia’s dedication to developing a robust and sustainable Muslim-friendly tourism ecosystem. By engaging influential leaders of the Muslim communities in China and Europe, we aim to create meaningful connections, nurture international awareness and drive economic opportunities for local tourism stakeholders.”

He further highlighted the success of the pilot programme in January 2024, conducted in partnership with MICA. “We welcomed 35 Imams from 14 provinces in China, which resulted in Malaysia receiving 58,000 Chinese Muslim tourists, generating RM92.8 million in tourist receipts in the two following months alone. The success has driven ITC to replicate this proven formula with both the Chinese and European Muslim markets. It builds on the momentum of our previous MFTH sales missions in key European markets such as France, Russia and the United Kingdom.”

The familiarisation trips are expected to yield significant economic returns, aligning with Malaysia’s goals of drawing more Muslim tourist arrivals and strengthening its tourism economy. Malaysia’s top ranking in the Global Muslim Travel Index (GMTI) as a Muslim-Friendly Destination for nine consecutive years, further reinforces the nation’s reputation as a leading Muslim-friendly travel destination.

Introducing Malaysia’s MFTH Excellence

The 2025 familiarisation trips will commence with MICA’s 7-day, 6-night programme for Imams from China, scheduled to begin on the upcoming 5 February. The itinerary will include Malaysia’s world-class accommodations with valid Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) or halal-certified kitchens, halal certified restaurants, iconic mosque tourism destinations and Islamic tourism attractions aligned with Muslim-friendly principles, guided by ITC certified Muslim-friendly Tourist Guides. Subsequent trips organised by BUMITRA and MATTA are planned for later in the year, each tailored to highlight Malaysia’s unique selling points in Muslim-friendly travel.

As part of the agreement, the participating associations are committed to increasing Muslim tourist arrivals to Malaysia within a given timeframe for every Imam involved. This initiative will contribute significantly to the Visit Malaysia 2026 targets.

Representing their respective organisations at the signing ceremony were Nizran Noordin (ITC), Dr. Wan Muhamad Adam Wan Norudin (President, BUMITRA), Dr. Cindy Seow (Deputy President MICA) and Datuk Mohd Hizzat Bin Mohd Shah (Vice President of Research and Technology, MATTA). The event was witnessed by YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture Malaysia. It exemplifies ITC’s dedication to working hand-in-hand with industry stakeholders to ensure Malaysia remains at the forefront of Muslim-friendly tourism innovation. It is a testament to the country’s readiness to welcome the growing global Muslim travel market, offering a seamless and enriching travel experience for all.

-Islamic Tourism Centre.

Posisi Langkawi sebagai pulau pilihan pelancong Islam

 

KUALA LUMPUR: Langkawi akan diposisikan sebagai pulau pilihan pelancong Islam bagi membolehkan ia bersaing dengan negara jiran.

Timbalan Menteri Pelancongan, Seni dan Budaya, Khairul Firdaus Akbar Khan berkata, terdapat keperluan untuk mewujudkan sektor pelancongan 'niche' memandangkan ketika ini Langkawi sukar bersaing dengan pulau di negara jiran.

Oleh itu, kita posisikan Langkawi sebagai pulau pilihan pelancong Muslim, supaya lebih ke arah kekeluargaan, lebih ke arah kerohanian.

"Setiap negeri perlu memainkan peranan masing-masing… tidak perlu setiap negeri melakukan perkara sama kerana ia akan menjejaskan dari sudut persaingan itu sendiri," katanya ketika sesi jawab lisan di Dewan Rakyat, hari ini.

Beliau menjawab soalan tambahan Teresa Kok Suh Sim (PH- Seputeh) berhubung usaha kerajaan untuk menarik pelancong asing ke negeri yang melaksanakan dasar kurang mesra kepada pelancong asing.

Sementara itu Khairul berkata, Malaysia menerima ketibaan 7.5 juta pelancong asing antara Januari hingga April tahun ini, berbanding 5.9 juta bagi tempoh sama tahun lalu.

"Jumlah itu secara jelas menunjukkan bahawa strategi dilaksanakan sedikit sebanyak memberikan kesan yang baik," katanya.

Khairul berkata, terdapat beberapa strategi yang sudah dan akan dilaksanakan bagi menjayakan Kempen Tahun Melawat Malaysia 2026 (VM2026), antaranya mengadakan sesi libat urus dan kerjasama dengan pelbagai Kementerian yang berkepentingan, kerajaan negeri dan pihak berkuasa tempatan (PBT) serta badan bukan kerajaan (NGO) industri pelancongan dan kebudayaan.

"Kementerian ini mengakui terdapat beberapa cabaran dalam menghadapi VM2026 seperti isu kebersihan, keselamatan, penyelenggaraan dan kekurangan produk-produk yang baru dan menarik.

"Namun begitu, kementerian optimis bahawa isu-isu ini dapat dikawal dengan kerjasama semua pihak khususnya kementerian, kerajaan negeri, pihak swasta dan NGO serta komitmen dan sokongan rakyat dalam menerima pelancong sempena VM2026 nanti," katanya.

-berita harian online.

GMTI 2024: Malaysia kekal ungguli senarai Destinasi Mesra Muslim Terbaik

 

KUALA LUMPUR: Malaysia kekal mengungguli senarai 'Destinasi Mesra Muslim Terbaik' dalam Indeks Pelancongan Muslim Global (GMTI) 2024.

Lebih membanggakan, pada Halal in Travel Awards yang berlangsung di Singapura, hari ini, Malaysia turut dinobatkan sebagai 'Destinasi Mesra Muslim Terbaik' Pertubuhan Kerjasama Islam (OIC) untuk tahun kedua berturut-turut.

Ketua Pengarah Pusat Pelancongan Islam (ITC), Nizran Noordin, berkata negara ini telah menduduki tangga teratas sejak GMTI diperkenalkan pada 2015.

Beliau berkata, Malaysia akan terus memperjuangkan pelancongan serta hospitaliti mesra Muslim (MFTH) pada skala tempatan dan global.

"Pengiktirafan ini adalah bukti dedikasi pengamal industri dan pihak berkepentingan dalam memperjuangkan sektor MFTH.

"Ia menggariskan komitmen Malaysia yang tidak berbelah bahagi terhadap MFTH dengan disokong oleh penyelidikan, latihan serta pembangunan piawaian ITC dalam sektor ini," katanya dalam satu kenyataan, hari ini.

Mengulas lanjut, beliau berkata, pasaran Muslim global memberi peluang yang luas, dengan populasi lebih 1.9 bilion individu.

"Angka prapandemik yang dilaporkan Mastercard dan CrescentRating mempamerkan pertumbuhan ketara dalam pasaran pelancongan Muslim, iaitu daripada 108 juta pada 2013 kepada 160 juta pada 2019.

"Dengan pembukaan semula sempadan di seluruh dunia, GMTI menjangka terdapat seramai 230 juta pengembara Muslim menjelang 2028," katanya.

Nizran berkata, populariti Malaysia dalam kalangan pelancong Muslim antara lain didorong kebolehcapaian kepada makanan halal, kemudahan serta perkhidmatan berkaitan agama, pantai indah, budaya yang pelbagai, dan pengalaman membeli-belah yang luar biasa.

"Ia juga menawarkan pelbagai pakej pelancongan mesra Muslim, selain membolehkan pelancong merasai kekayaan sejarah negara, seni bina masjid, warisan, gastronomi, alam semula jadi, serta seni dan budaya.

"Sebagai negara majoriti Islam, Malaysia memanfaatkan infrastruktur sedia ada, termasuk surau, pilihan makanan halal dan tandas mesra air.

"Melalui ITC, Malaysia sentiasa berusaha menambah baik pengalaman pengembara Islam dalam menunaikan kewajipan agama ketika dalam perjalanan," katanya.

Beliau turut memaklumkan bahawa ITC menyediakan latihan dan pembinaan kapasiti, penyelidikan, serta pembangunan piawaian dan pensijilan.

-nst online.

Congratulations to Penang's Newest Muslim-Friendly Tourist Guides!

 

A big round of applause to the 28 Bumiputera tourist guides who recently received their Muslim-Friendly Tourist Guide (MFTG) recognition from the Islamic Tourism Centre (ITC)!

This special ceremony, held at Bertam Resort in Kepala Batas, Penang, was graced by the presence of YBhg. Tan Sri Khalid Ramli, Chairman of Majlis Pembangunan Bumiputera Pulau Pinang (MPBPP).

These guides have successfully completed the MFTG training course organized by ITC, in collaboration with Bahagian Penyelarasan Penyertaan Bumiputera Pulau Pinang (BPP BPP), Implementation Coordination Unit (ICU), Prime Minister’s Department and Universiti Teknologi MARA (UiTM) Penang from 5 to 7 February, earlier this year. This intensive programme equipped them with the knowledge and skills to cater to the growing Muslim tourist market.

With their newfound expertise, these MFTG holders will play an important role in empowering the Pulau Pinang Bumiputera community within the Muslim-Friendly Tourism and Hospitality (MFTH) sector while highlighting Penang's Muslim-friendly offerings to tourists from all over the world.

Congratulations again to the newly certified MFTGs! We look forward to seeing them showcase the beauty and hospitality of Penang to Muslim tourists everywhere.

-Islamic Tourism Centre.

Tourism Malaysia Explores Second-Tier Cities In Northeast China With State Tourism Bodies And MICA

 

DALIAN, 21 March 2024 – Tourism Malaysia together with State Tourism Bodies and Malaysia Inbound Chinese Association (MICA) has embarked to explore the second-tier cities in China from 18th – 25th March 2024. The journey starts from Dalian, Shenyang, Changchun and ends with Harbin.

Leading the delegation is Mr. Lee Tai Hung, Tourism Malaysia’s Deputy Director General (Promotion II), joined by YB Dato’ Ng Suee Lim, Selangor State Exco of Local Government and Tourism; YB Nicole Tan, State Minister for Negeri Sembilan portfolio of Tourism, Arts and Culture; Dato’ Dr. Angie Ng, President of Malaysia Inbound Chinese Association (MICA); as well as 52 organisations consisting of state tourism bodies, airlines, hotels, resorts, travel agents, and tourism product owners.

Through this sales mission, Tourism Malaysia aims to strengthen its marketing efforts in China by penetrating the secondary cities through business sessions, seminars, networking, and emphasising promotions on the leisure market and niche segments, such as education tourism, Muslim-friendly tourism, and Malaysia My Second Home (MM2H) programme.

“We hope that this sales mission provides a platform for the Malaysia tourism industry players to foster new relationships with its China counterpart and encourage more Chinese tourists to visit Malaysia, especially with the 30-day visa-free travel to Malaysia starting 1 st December 2023. We are always exploring further collaborations to bring more visitors to enjoy Malaysia's wonders and delights,” says Lee Tai Hung.

Tourism Malaysia’s sales mission to China is among the promotional activities planned for the Chinese market in 2024. For the record, the 1 st Series of Malaysia Sales Mission to China in April 2023 has accumulated a total sale of RM42.1 million and RM3.8 million in publicity value. Meanwhile, the 2nd Series in September 2023 has recorded RM13.0 million in total sales and a publicity value of RM3.5 million.

China remains one of the top market sources for Malaysia and contributed 1,474,114 arrivals to the country last year, a positive growth of 593.4% in comparison to the same period in 2022 with 212,603 arrivals. Malaysia is currently targeting to receive 27.3 million international tourist arrivals with RM102.7 billion in tourism receipts in 2024, with 5 million arrivals targeted to be from the Chinese market.

Through its overseas offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia continues to intensify promotions alongside travel agents and airlines in gearing up for the next Visit Malaysia Year set in 2026. With the resumption and announcement of new routes from Malaysia-based airlines and China-based airlines such as Air China, China Eastern Airlines, China Southern Airlines, Xiamen Air, Loong Air, and Spring Airlines, there are currently 327 flights per week between China and Malaysia.

-Tourism Malaysia.

Perlis International Sunnah Convention 2024 @ Dewan 2020, Kangar, Perlis ( 27 & 28 January 2024 )

 

-Tourism of Perlis Official.

Malaysia rolls out the red carpet for 35 Chinese imams on seven-day tourism exploration

 

KUALA LUMPUR: The seven-day 'Imam Familiarisation Trip: Explore Muslim-Friendly Malaysia' opens the door in enhancing cultural exchange and fostering mutual understanding between Malaysia and China.

The unique trip, which saw the imams welcomed by Tourism, Arts and Culture deputy minister Firdaus Akbar Khan at Kuala Lumpur International Airport (KLIA) Terminal 2, saw the arrival of 35 imams from 14 provinces in China, this morning.

The programme, organised by the Islamic Tourism Centre (ITC) and Malaysian Inbound Chinese Association (MICA) aims to explore Malaysia's rich cultural heritage, historical landmarks, and vibrant traditions, along with its Muslim-friendly tourism and hospitality offerings.

As ambassadors of Muslim-friendly tourism, their visit aims to attract 30 million Muslim residents from China to Malaysia.

During their seven-day visit to Malaysia, the imams would be taken to seven iconic mosques and several renowned tourist spots across the country, including a durian orchard in Bentong, Pahang.

The familiarisation trip also seeks to strengthen the bonds of friendship and cooperation between Malaysia and China while promoting the welcoming nature of Malaysia as a premier tourist destination for Muslim tourists.

-nst online.

Destinasi pelancongan mesra muslim: ITC fokus tingkat pemahaman pemain industri

 

PETALING JAYA: Pusat Pelancongan Islam (ITC), iaitu sebuah agensi di bawah seliaan Kementerian Pelancongan, Seni dan Budaya (Motac) memberi fokus mempertingkatkan pemahaman berhubung program Pengiktirafan Penginapan Mesra Muslim (MFAR) dalam kalangan pemain industri.

Ketua Pengarah ITC, Nizran Noordin berkata, ia selaras dengan perkembangan sektor pelancongan dan jangkaan peningkatan pelancong Muslim ke negara ini sehingga ke penghujung tahun.

Selain itu katanya, pemahaman tersebut penting bagi Malaysia yang dikenali sebagai salah sebuah destinasi mesra muslim terbaik dan kepelbagaian aktiviti pelancongan patuh syariah.

“Kita mahu beri pemahaman dan juga menetapkan standard untuk penggiat industri memami keperluan pelancong muslim tersebut. Ini kerana banyak pemain industri yang tidak faham sepenuhnya apa yang dikatakan halal dan mesra muslim.

“Mereka hanya tahu arak dan babi sedangkan ia lebih daripada itu apabila memperkatakan pelancong muslim. Mereka mahukan sejadah, bilik yang mempunyai arah kiblat dan lebih baik kalau ada surau selain restoran yang mempunyai sijil halal Jabatan Kemajuan Islam Malaysia (Jakim),” katanya kepada Utusan Malaysia baru-baru ini.

Sijil MFAR merupakan lanjutan daripada sistem penarafan bintang hotel oleh Motac dan merupakan penarafan berkaitan pelancongan Islam yang pertama di dunia yang dikeluarkan oleh badan atau agensi kerajaan.

Sehingga kini, ITC telah memberikan pengiktirafan kepada lebih 50 hotel di Malaysia sebagai mesra muslim.

Tambah Nizran, dengan adanya satu standard dan pengiktirafan, ia dapat memudahkan agensi yang bertanggungjawab dalam bidang pelancongan tentang konsep pelancongan mesra muslim di negara ini.

“Dengan adanya satu standard, ia menjadi satu pengiktirafan kepada penjenamaan dengan tujuan memberikan keyakinan dan keselesaan kepada pelancong Muslim.

“Ia juga dalam masa yang sama menunjukkan bahawa penginapan yang mendapat sijil MFAR ini bertetapan dengan prinsip Islam,” jelasnya.

-utusan online.

Jordan Tourism Board Roadshow & Business Dinner

 

August 7th, 2023- The Embassy of the Hashemite Kingdom of Jordan, in collaboration with the Jordan Tourism Board, hosted a noteworthy event - the Jordan Tourism Board Roadshow & Business Dinner. This event took place at the Bayu Ballroom in the JW Marriott Hotel Kuala Lumpur.

The occasion was graced by the Director General of Tourism Malaysia, Dato' Dr Ammar Abd. Ghapar. In his address, he conveyed his sincere gratitude to the Embassy of Jordan and the tourism board for orchestrating this essential gathering. He emphasized the significance of this event in uniting industry experts and fostering future bilateral partnerships in the realm of tourism.

Dato' Dr. Ammar Abd. Ghapar underscored the importance of Muslim-Friendly Tourism and Hospitality (MFTH), highlighting its status as a substantial segment that needs closer attention, considering the global Muslim population reaching 2 billion individuals.

Additionally, Dato' Dr. Ammar Abd. Ghapar also highlighted Malaysia's performance and achievement in maintaining its position as a premier Muslim-friendly destination over the years.

He shared, "As for Malaysia, we successfully surpassed our target in 2022 and welcomed 10.07 million international tourists with RM28.2 billion in tourism receipts. Among them were 2.12 million Muslim tourists with a total expenditure of RM5.37 billion."

"Just recently, back in June at the Halal in Travel Awards held in Singapore, Malaysia was not only announced as the Best Muslim-Friendly Destination by the Organisation of Islamic Cooperation (OIC), but also as the Best Muslim Women-Friendly Destination by Crescent Rating and Mastercard.", says Dato’ Dr. Ammar.

Concluding his speech, he expressed his contentment with the success of the event and extended his wishes for all participants to enjoy an evening filled with meaningful interactions and fruitful outcomes.

-Tourism Malaysia.

Mastercard-CrescentRating introduces new tools in Global Muslim Travel Index 2023 report

 

The latest Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2023 Report – which ranks 138 destinations – has a new tool that offers insight into Muslim Women Friendly Destinations for the first time.

According to CrescentRating’s CEO Fazal Bahardeen, only the top 10 destinations were ranked for 2023, but all 138 destinations will be scored in the 2024 index.

Three other new tools in the eighth edition, launched last week, also include the Muslim Travel Intent Tracker, Muslim Traveller Responsible Tourism Framework and the GMTI Performance Matrix.

Fazal noted the 82-page report – the longest so far – offers deeper insight and recommendations regarding this demographic of 110 million international arrivals in 2022 and is forecast to reach 140 million this year.

“By 2028, Muslim arrivals are expected to hit 230 million, with projected expenditure of US$225 billion,” he said, adding that GMTI will start researching Gen Z travellers and the Muslim cruise market.

Fazal also announced the introduction of “live tracking” by the 1H2024.

Safdar Khan, division president, South-east Asia, Mastercard, said the GMTI showed faith-based travellers had evolved in their needs.

Both organisations shared the same commitment in using the power of data and insight to create more relevant solutions and unearth new economic opportunities, he added.

Malaysia, which has dominated as the number one Organisation of Islamic Cooperation (OIC) destination, shared the 2023 ranking with Indonesia, followed by Saudi Arabia in the top three positions.

Among non-OIC destinations, Singapore was number one, followed by the UK and Taiwan.

Malaysia was in top spot again in the Muslim Women Friendly Destination, while Indonesia and Qatar were joint second among OIC countries. Singapore, Taiwan and Japan were the top three for non-OIC countries.

The report found that global travel behaviour was impacting trends among Muslim travellers, with the demographic increasingly incorporating sustainability into their travel; opting for destinations and activities to improve their health and wellness; finding opportunities for immersive experiences and authenticity; and incorporating personal development into their travel plans.

-TTG Asia.

Muslim Gen Z Travellers seek culture and sustainability in travel: Mastercard-CrescentRating

 

The inaugural Mastercard-CrescentRating Muslim Gen Z: The Next Generation of Travelers report revealed that the Muslim Gen Z population is actively looking to travel, with 69% planning to take two or more trips in the next 12 months, and 32% wanting to stay at their destinations between one and two weeks.

Two thirds are looking for cultural immersion in their chosen destinations, while nature excursions are prioritised just as highly as more conventional “leisure seeking” pursuits, such as shopping and events. They are also developing financial independency with 32% paying for trips from their own pockets as opposed to 16% who rely solely on their parents.

Almost half of the respondents (45%) identify themselves as environmental enthusiasts. Nearly a third are willing to minimise flying, while 11% will pay for carbon offsets and 14% will take holidays closer to home to avoid longhaul flights.

Muslim Gen Z are known as intentional spenders where 77% are willing to spend more on sustainable practices such as reducing air travel, participating in voluntourism (or volunteer tourism), and supporting local businesses. When it comes to payment methods overseas, 73% are more inclined to use a debit or credit card while 57% prefer to use cash.

“Being the first generation born in the digital age, Gen Z are often considered the true digital natives with exposure to the internet, social networks, and mobile devices from a very early age. Gen Z are actively redefining what it means to travel. This report presents clear, actionable findings for tourism operators around the world that can help them to capture this incredibly important demographic,” said Fazal Bahardeen, founder and CEO, CrescentRating and HalalTrip.

Muslim Gen Z women also emerged in the study as important decision makers, with over 70% heavily involved in planning for family travel. Almost 70% prefer cultural immersion activities such as experiencing local traditions, heritage, and cuisine. In addition, 63% seek opportunities to learn something new in their travels. They are also drivers for change, with 76% indicating social causes to be important in their travel plans.

Faith-based services are also important for Muslim travellers, with Muslim Gen Z identifying Halal food services, prayer facilities, and washrooms fitted with water gadgets as “need-to-have” factors when considering destinations.

“We’ve seen that all over the world, consumers are making up for the lost time in travel due to the challenges over the last few years. They are enthusiastically wanting to visit new places and discover new experiences while keeping sustainability top of mind, and this demand will influence consumer choice and spend significantly in 2023,” said Safdar Khan, division president, South-east Asia, Mastercard.

-TTG Asia.

Sasar hampir sejuta pelancong muslim ke Malaysia tahun ini

 

NANCY Syukri menyampaikan sijil penghargaan kepada rakan kongsi strategik ITW pada Islamic Tourism Week 2022 di Putrajaya. - UTUSAN/FAISOL MUSTAFA

PUTRAJAYA: Kementerian Pelancongan, Seni dan Budaya (MOTAC) menyasarkan 900,000 ketibaan pelancong muslim di negara ini sepanjang tahun ini susulan pembukaan sempadan negara pada 1 April lalu. 

Menterinya, Datuk Seri Nancy Shukri berkata, jumlah itu adalah 20 peratus daripada 4.5 juta pelancong asing yang disasarkan tahun ini. 

Beliau berkata, bagi mencapai hasrat itu, pemain industri perlu memberi tumpuan khusus dengan memperluaskan pelaburan mereka dalam sektor pelancongan Islamik. 

“Negara ini mempunyai kelebihan sebagai perintis kepada Pelancongan dan Hospitaliti Mesra Muslim (MFTH) selain majoriti penduduknya yang beragama Islam. 

“Berdasarkan reaksi promosi di luar negara, Malaysia mungkin kurang dikenali sebagai destinasi pelancongan, namun pelancong mengagumi negara ini sebagai sebuah negara yang kaya dengan budaya dan seni. 

“Justeru, pemain industri perlu merebut peluang ini untuk setidaknya mempromosikan seni dan budaya kepada pelancong asing,” katanya dalam sidang akhbar selepas menyempurnakan majlis pelancaran Minggu Pelancongan Islam (ITW) di sini, hari ini. 

Katanya, berdasarkan Indeks Pelancongan Muslim Global (GMTI) 2022, Malaysia kekal berada di kedudukan pertama bagi destinasi percutian mesra Muslim terbaik untuk pelancongan Muslim sejak 2015. 

Terdahulu, Nancy turut menyaksikan Majlis Menandatangani Memorandum Persefahaman, (MOU) antara Pusat Pelancongan Islam (ITC) dan USIM bagi kerjasama dalam bidang penyelidikan, pembangunan bakat dan kepakaran berkaitan sektor pelancongan Islamik.

Minggu Pelancongan Islam yang julung kali ini akan berlangsung selama dua minggu bermula 20 Jun lalu hingga 3 Julai depan.

Menerusi program itu, sebanyak 35 aktiviti dianjurkan di 37 lokasi di seluruh negara merangkumi seminar kepimpinan dan keusahawanan pelancongan Muslim, pameran kesenian Islam, serta promosi membeli belah dan makanan halal.

-utusan online.

ITC Clinches Strategic Business Alliance Award In World Halal Best Brands E-Branding Awards 2021

 

PUTRAJAYA, MALAYSIA, 3 MAY 2021 – The BrandLaureate World Halal Best Brands E-Branding Awards 2021 is an event to remember in the 12-year and running history of the Islamic Tourism Centre (ITC). ITC was selected as the recipient of the Strategic Business Alliance Award, in what was its maiden BrandLaureate scoop.

In receiving the award, Director-General of ITC, Dato’ Dr. Mohmed Razip Haji Hasan said: “I am pleased to accept this award for Islamic Tourism Centre (ITC). It is an acknowledgement of ITC’s dedication, and also the support from the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) and fellow industry players in positioning Malaysia as the choice destination for Islamic tourism and Muslim-friendly tourism and hospitality hub of global standards and recognition.”

Synonymous with ITC’s goal for 2021, that is ”new thinking, new actions, new results”, it will witness ITC strengthening its efforts through local, regional, and international collaborations, whilst engaging deeply with stakeholders and partners, and exploring technology and digital solutions, to deliver its products and services.

Dato’ Dr. Razip further opined that ITC will continue in its endeavours to work with tourism industry players in areas of training, research, standards and recognition where Islamic tourism is concerned. This will be done by creating and spreading awareness on the vast potential that this segment of tourism has to offer, besides establishing benchmarks for Muslim-friendly tourism and hospitality guidelines and providing advice and consultation in developing Muslim-friendly tourism packages and services.

“Our target audience covers a wide range of those involved in tourism, namely, hoteliers, tourist guides, TOBTABs, airline companies and even training institutes. E-branding is undoubtedly a vital tool for ITC in order to remain in the Islamic tourism market that is proliferating exponentially, and will continue to do so in the years to come.”

He further opined that the pandemic that is COVID-19 came with a silver lining for mankind. It has opened up countless opportunities for us all to be more engaged with our partners and clients via digital technology. In fact, ITC has been conducting all of its training and knowledge-sharing sessions online via webinars, besides having been invited to be panelists or keynote speakers in similar avenues, on Islamic tourism and Muslim-friendly tourism and hospitality too.

“By embracing the wave of digitalisation, ITC seeks to be in line with the aspirations of the National Tourism Policy (NTP) 2020-2030 which places emphasis on six thrusts, one of them being digitalisation, in order for the Malaysian tourism industry to remain competitive, sustainable and resilient.”

“I thank Allah SWT for this achievement, and express my utmost appreciation to Dato’ Sri Hajah Nancy Shukri, the Honourable Minister of MOTAC; Dato’ Dr. Noor Zari Hamat, the Secretary-General of MOTAC cum Chairman of ITC; the staff and board of trustees at ITC, not forgetting my predecessors for bringing ITC to where it is now. The achievements we see today are the results of the combined efforts of everyone,” he concluded.

With a clear mindset, focus and direction, namely, the potential Muslim travel market, ITC wants to ensure the tourism sector is fully prepared once international gates are reopened. In order to realise the said goal, it will continue to foster partnerships and collaboration opportunities with strategic partners whilst leveraging on each other’s strengths and resources.

Background on BrandLaureate Awards

The BrandLaureate Awards is a subsidiary of The World Brands Foundation (TWBF). Founded in 2005, TWBF is the world’s only branding foundation dedicated to developing brands in various industries.

TWBF functions actively in identifying and nurturing outstanding brands on an international platform. It strives to champion its mission, to educate and communicate the “value of branding” with the concept that brand culture, combined with good practices will give brands the edge in this competitive environment. 

Since 2018, TWBF has created another awards platform to honour the Halal industry and its ecosystem, branding it the World Halal Best Brands Awards. 2021 marks the third edition of the awards, and its maiden run digitally with the theme “Digitalise to Globalise Your Brand. Past recipients of awards in this segment include Public Mutual, Department of Islamic Development Malaysia (JAKIM), Korea Muslim Federation, Teh Tarik Place, and Swisslab Biotech, among others. 

Islamic Tourism Centre (ITC)

Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture, Malaysia tasked to develop the Islamic tourism segment for Malaysia. It advocates for Muslim-friendly tourism by offering research and market intelligence, training, industry development consultation, Muslim-friendly tourism and hospitality services standards and certification, and information exchange.

In 2021, ITC was named the recipient of the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brands E-Branding Awards 2021. It is a recognition of ITC’s efforts and endeavours in formulating new strategies to meet the new normal of the business environment to ensure business continuity and sustainability, notwithstanding its role to develop and grow the Islamic tourism segment in Malaysia.

Malaysia was also named top country in the region in Muslim-friendly tourism sector by the Global Islamic Economy Report (GIER) 2020/2021.

Both recognitions are added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of Muslim-friendly tourism and hospitality (MFTH).

For further details, kindly contact:

Islamic Tourism Centre,
Level 13, Ministry of Tourism, Arts and Culture Malaysia
No. 2 Tower 1, Jalan P5/6,
Precinct 5, 62200 Putrajaya, Malaysia

Tel: 03-8891 7177 or via email itc@itc.gov.my

-ITC.

Malaysia Tops Muslim-Friendly Travel In Global Islamic Economy Rankings

 

KUALA LUMPUR, 2nd December 2020 - Malaysia placed number one in four, out of six sectors in the State of the Global Islamic Economy (SGIE) Report 2020/21 announced by DinarStandard recently.

YB. Dato' Sri Hajah Nancy Shukri, Minister of Tourism, Arts and Culture (MOTAC) said, the Report's Global Islamic Economy Indicator (GIEI) ranking scored Malaysia as the top ranked country in Muslim-friendly Travel, Halal Food, Islamic Finance and Pharmaceutical & Cosmetics sectors. Malaysia ranked second and fourth respectively in the Media & Recreation and Modest Fashion sectors.

"In realizing of huge potential of Islamic Tourism under the concept of Muslim Friendly Travel (MFT), Malaysia through MOTAC and its agency ITC will continue to increase its effort to gain more market shares through infrastructure and facilities, training, capacity building, and standards & certification and promotion by the tourism promotion boards", she added.

In Muslim-friendly Travel, the Malaysian Government ranked highest in two out of four benchmark dimensions, namely in Governance which refers to regulations related to the tourism industry, and awareness in terms of media coverage and report. ITC offered a series of free online Muslim-friendly tourism related training sessions during the crisis, covering topics such as Halal certification, the needs of the Muslim travellers and Islamic branding and marketing.

In the other two dimensions, Malaysia was placed second in Financial support for inbound tourism spend and third in the Social dimension which refers to the sector's impact on employment.

In the Muslim-friendly Travel sector, 200.3 million Muslim travellers contributed USD194 billion in travel spend in 2019, attesting to its enormous potential. However, the COVID-19 pandemic has crippled growth in this sector which is only expected to recover to pre-pandemic levels by 2023.

Despite the severe environment, the SGIE Report found that investors are still looking at long-term growth, especially in the travel technology area. Tourism establishments seeking a share of the multi-trillion dollar market opportunity in the Islamic economy, have also applied Muslim-friendly tourism guidelines in anticipation of borders reopening and the eventual rebound of the travel and tourism sector. SGIE Report was about Muslim-friendly Accommodation Recognition (MFAR) programme introduced by ITC in 2019 that mushroomed in applications in 2020.

The SGIE offers a comprehensive picture of countries that are currently best positioned to address the multi-trillion dollar global halal economy opportunity. A total of 81 countries comprising OIC countries and non-OIC countries with a prominent halal industry presence were covered in the SGIE Report.

The 2020/21 SGIE Report estimates that Muslims spend USD2.02 trillion in 2019 on food, pharmaceuticals, cosmetics, modest fashion, media and travel. The spending reflects 3.2 per cent year-on-year growth, Muslim spends in 2020 are forecast by 8 per cent due to the impact of the pandemic.

However, the spending excludes travel is forecast to rebound by the end of 2021 and is slated to reach USD3.3 trillion by 2024, at a cumulative annual growth rate of
3.1 per cent. Islamic finance assets are estimated to have reached USD2.88 trillion in 2019 and are estimated to remain at the same level in 2020.

The 2020/21 Report has produced in partnership with SalaamGateway.com, the largest Islamic economy news and media platform. Global strategic partners of the SGIE Report this year include CIMB Islamic bank.

-MOTAC.

Amal takes to the skies & to serve hajj and Umrah pilgrims in Southeast Asia

KLIA, 12 February 2019: Malaysia Airlines today officially launched Amal (formerly known as Project Hope), a pilgrim-centric service dedicated for Hajj and Umrah, with the unveiling of its official name and logo.

The event which was held at its Engineering Complex, was graced by Malaysia’s Minister of Economic Affairs, Yang Berhormat Dato’ Seri Mohamed Azmin Ali and attended by the Ambassador of the Kingdom of Saudi Arabia to Malaysia, His Excellency Mahmud Hussein Saeed Al Qattan, Malaysia Aviation Group (MAG) Board members as well as its senior management team. Also in attendance were Malaysia Aviation Group Chief Executive Officer, Captain Izham Ismail and Chief Executive Officer of Amal, Hazman Hilmi Sallahudin.

The event included a tour showcasing Amal’s unique onboard experience. This includes Talbiyah, Doa Musaffir, Azan and Tazkirah on board as well as Miqat announcement.

Amal’s offerings reflect the Islamic values and principles and it is confident it will be the hajj and umrah carrier of choice connecting Muslims in Southeast Asia, primarily Malaysia, Indonesia and Thailand to the Holy Land.

Malaysia Aviation Group Chief Executive Officer, Captain Izham Ismail said, “I am pleased to welcome Amal, the pilgrimage arm of Malaysia Airlines. Amal is the first in the world to offer a dedicated pilgrim-centric airline service. We see big potential for the Hajj and Umrah market and we have the added advantage of having years of experience providing such a service. The opportunity is not just in Malaysia but also in Thailand and Indonesia, which are just next door. Indonesia in particular has a Muslim population 10 times larger than Malaysia and is an under-served market. The aim is to establish an air transport system and infrastructure dedicated for Hajj and Umrah for Muslims not just from these three countries but also other ASEAN countries.”

Chief Executive Officer of Amal, Hazman Hilmi Sallahudin said, “It is a privilege to be part of our pilgrims’ remarkable journey and we envisage Amal to be the best pilgrimage carrier in the world through an enriched onboard experience. The establishment of Amal is also hoped to alleviate the overall quality of services in the pilgrimage market which is often associated to non-premium services. As Saudi Arabia aims to quadruple the number of pilgrims to 30 million by 2030, Amal is honoured to play a part in making Saudi Vision 2030 a great success.”

Amal by Malaysia Airlines commenced its first service in October 2018 and operates up to three daily flights to Jeddah and Madinah on the A380-800 aircraft.

-Malaysia Airlines.
https://www.malaysiaairlines.com/hq/en/campaign/amal.html