Malaysia, Kuala Lumpur Host MFTF 2026 as Largest Muslim-Friendly Travel Fair Elevates Global Halal Tourism Growth Strategy

The Muslim-friendly travel sector received a major global spotlight in Malaysia and Kuala Lumpur as the MATTA Muslim Friendly Travel Fair 2026 (MFTF 2026) opened at the World Trade Centre Kuala Lumpur (WTC KL). The event marks its second edition and is recognised as the largest version of the fair to date, reinforcing Malaysia’s position as a leading centre for halal tourism development and international travel innovation.

Held in Kuala Lumpur, the fair arrives at a time when Malaysia continues to strengthen its global reputation in Muslim-friendly tourism, supported by its sustained performance at the top of international rankings and expanding tourism infrastructure aligned with global demand.

Malaysia strengthens leadership in global Muslim travel market

Malaysia has retained its position as the top destination in the Global Muslim Travel Index (GMTI) 2026 for the eleventh consecutive year, achieving a score of 83. The improved rating compared to the previous year highlights continued development in infrastructure, hospitality standards, and services designed for Muslim travellers.

The country’s consistent leadership reflects strong coordination between government agencies, tourism bodies, and private sector stakeholders working to enhance halal travel ecosystems. Kuala Lumpur, as a central gateway, continues to play a critical role in supporting international arrivals and positioning Malaysia as a benchmark destination in this segment.

Rising global demand reshapes Muslim-friendly tourism

The Muslim-friendly travel market has evolved into a major global tourism segment, driven by increasing demand for travel experiences that combine cultural authenticity, convenience, and premium service standards. Industry trends show that modern Muslim travellers are prioritising structured travel packages that simplify access to halal dining, prayer facilities, and family-oriented itineraries.

Domestic and regional travel continues to dominate this segment, accounting for more than half of total Muslim-friendly tourism demand in 2026. The structured nature of package travel is also increasing participation among families and group travellers seeking ease of planning and assurance of religious compliance during travel.

MFTF 2026 showcases large-scale tourism ecosystem in Kuala Lumpur

The MFTF 2026 exhibition spans approximately 2,700 square metres within a single hall at WTC KL. The fair features 122 booths representing 57 participating organisations, making it the most comprehensive dedicated marketplace for Muslim-friendly tourism products and services in Malaysia.

Exhibitors include travel agencies, hospitality providers, destination marketers, and service operators showcasing tailored offerings aligned with halal tourism requirements. The event consolidates a wide spectrum of travel solutions under one platform, enabling direct interaction between industry stakeholders and consumers.

The fair is positioned as a strategic platform aligned with Malaysia’s Visit Malaysia 2026 campaign, which targets 47 million tourist arrivals and RM329 billion in tourism revenue. Muslim-friendly tourism has been identified as one of the key growth pillars supporting this national objective.

Strategic partnerships strengthen industry framework

A key highlight of MFTF 2026 is the formalisation of cooperation between the Malaysian Association of Tour and Travel Agents (MATTA) and the Islamic Tourism Centre (ITC). The partnership was established through a memorandum of understanding aimed at strengthening the structure of Malaysia’s Muslim-friendly tourism ecosystem.

The collaboration focuses on training, capacity building, and standardisation of service quality across industry players. ITC is expected to onboard and train approximately 1,000 MATTA members over the next two years under the Muslim-Friendly Tourist Guide programme and related initiatives. These efforts are designed to enhance service readiness and support Malaysia’s long-term goal of attracting 15 million international Muslim visitors by 2030.

The partnership also aligns ITC’s role in developing frameworks for Muslim-friendly tourism and MATTA’s extensive industry network, creating a coordinated approach to sector expansion.

Visitor engagement and consumer incentives drive participation

MFTF 2026 introduces an interactive Buyers’ Contest designed to increase visitor participation across the exhibition floor. The initiative rewards attendees who engage with exhibitors and make bookings during the fair, with eligibility starting from a minimum spending threshold of RM100.

This structure encourages active participation, increased transaction volume, and deeper engagement with available travel packages. It also reflects a growing trend in travel exhibitions where experiential engagement is used to connect consumers directly with service providers.

Financial and international partners support ecosystem growth

The fair is supported by a range of strategic partners representing both financial services and international tourism bodies.

RHB Bank Berhad serves as the official banking partner, providing financial solutions designed to facilitate seamless travel spending. The RHB Multi Currency Debit Card-i, supporting transactions in multiple global currencies, is positioned as part of efforts to simplify international travel payments for Malaysian travellers.

The Macao Government Tourism Office (MGTO) participates as a sponsor, highlighting efforts to expand Muslim-friendly tourism offerings within Macao. Initiatives include the development of halal travel guides, destination training programmes, and hospitality readiness campaigns aimed at attracting Muslim visitors.

These partnerships reflect a wider international recognition of Muslim-friendly tourism as a high-value and expanding global market.

Malaysia positions itself for long-term halal tourism growth

Tourism stakeholders have emphasised that Muslim-friendly travel is no longer a niche segment but a core component of global tourism expansion. Malaysia’s integrated approach, combining policy support, industry collaboration, and international partnerships, continues to reinforce its position as a leading destination in this field.

With Kuala Lumpur acting as a central hub for exhibitions, coordination, and inbound travel, MFTF 2026 demonstrates the country’s structured approach to strengthening its tourism competitiveness. The alignment between national targets, industry development, and international collaboration signals continued expansion of Malaysia’s halal tourism ecosystem in the coming years.

Image: MATTA