Wednesday, February 21, 2024
The Islamic Tourism Centre (ITC) is actively seizing opportunities for Malaysia’s tourism sector within the expanding Muslim traveler market by organizing a special Muslim-Friendly Tourism and Hospitality (MFTH) Sales Mission in Paris, France, and London, United Kingdom, from February 18th to 25th, 2024.
This initiative aims to capitalize on the approximately 25.7 million Muslim population in Europe. It involves ITC collaborating with local travel agencies and Muslim community groups to promote Malaysia’s Muslim-friendly attractions, including services accredited by the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) which encompasses accommodations and Muslim-Friendly Tourist Guides (MFTGs). Additionally, ITC plans to engage with media and prominent figures within the Muslim communities in Paris and London, including partnerships with the British Muslim Magazine and Islamic Channel.
The highlight of the mission will be in London, where ITC and Tourism Malaysia will spearhead the Malaysian contingent at the Muslim Travel Show at Excel London on the 24th and 25th of February 2024, marking the culmination of the sales mission. The event is expected to draw around 40,000 attendees over two days, offering them a chance to discover Malaysia’s diverse tourist offerings and services. Participants will include ITC, Tourism Malaysia, and other collaborators such as Andalusia Travel and Tours, Kurma Getaways Travel Management, and Nasyrul Quran, showcasing their MFTH products and services.
Furthermore, ITC and Tourism Malaysia will introduce the MY Ramadan Experience packages to the European audience. These packages offer 4-day-3-night or 3-day-2-night stays, providing a unique chance to partake in Malaysia’s vibrant Ramadan festivities.
Nizran Noordin, Director-General of ITC, said: “ITC organised this sales mission following the success of the China Imam Familiarisation Trip we organised last January, where some 35 Imams from the East Asian country were introduced to Malaysia’s diverse culture, heritage, nature and modern attractions in a tour package tailored to suit the Muslim tourists’ interests and needs. By working with Imams and collaborating with our partner, Malaysia Inbound Chinese Association (MICA), we hope to see a cascading impact that leads to 18,000 Muslim tourists from China visiting Malaysia from this effort alone.”
He added: “We see the same opportunity in the European market that we want to tap into. In France, there is a Muslim population of 5.7 million. In the UK, a study revealed that 68% of British Muslims prioritise halal food availability and Muslim-friendly environments when they choose their travel destinations. Traditionally considered in the tourism industry to have substantial purchasing power, the market shows a high demand for outbound travel, a combination that Malaysia’s tourism businesses can benefit from, especially in preparing for the much-anticipated Visit Malaysia Year 2026.”
Malaysia, being a country where the majority are Muslims, boasts a well-developed Muslim-friendly ecosystem. This ecosystem ensures Muslim tourists have access to a wide range of Halal food options, from local dishes to international fast-food chains, tourist spots with prayer facilities, accommodations catering to Muslims, and other convenient services. This commitment to accommodating Muslim travelers has placed Malaysia at the forefront of the CrescentRating and Mastercard Global Muslim Travel Index (GMTI) report on Muslim-Friendly Destination Rankings for eight years, from 2015 to 2023, excluding 2020 due to the Covid-19 pandemic. Moreover, Malaysia’s recent initiatives to liberalize visa policies and enhance connectivity are set to further boost its appeal to Muslim tourists globally.
Saturday, April 27, 2024
