BY DR MOHMED RAZIP HASAN

The past year has a lot to tell . It was filled with many challenges that spilt over into a new year . World affairs have turned rigidly and are sending alarms in their way .

In the last leg of the year , we witnessed the destruction and crisis against nature and humans in significant parts of the world , yet it made no difference in developed and developing countries .

Floods , earthquakes , volcano eruptions , wars and unrest , border formalities and issues , political upheavals , climate change , technological advancement , currency fluctuations , and viral diseases were travellers ’ concerns .

Like other businesses , travel is also at risk . Obviously , business has to go on with well-planned and deep-thought strategies to remain competitive and viable . More so in halal travel .

Despite many local players still being in doubt or lacking adequate knowledge about this new segment ’ s potential , it has a bright future .

SLOWLY BUT GRADUALLY

But , I do believe that in Malaysia , the relevant agencies like Tourism Malaysia , State Tourism Bodies , the Islamic Tourism Centre ( ITC ) and Tourism NGOs are gearing up to address this through engagement and collaboration . Slowly and gradually , we see halal tours or Muslim-friendly travel packages in the market .

Nonetheless , the inclination is still outbound . Southeast Asia , especially Malaysia , has many attractions and products that may interest Muslim and non-Muslim tourists and encourage them to visit and appreciate .

While the importance of ranking is debatable , as a destination , it signifies hard work and achievement at most to attract and instil users ’ and investors ’ confidence in the industry . The recent State of Global Islamic Economy Report 2023 by DinarStandard may

explain such a need .

In halal tour product development , the product ’ s dimensions should be attractive , well-managed , affordable , and of acceptable quality . As the basic principle is halal , the product features and contents must reflect this physically and psychologically .

The design of the tour package may cover religious and non-religious products and services as long as they observe and adhere to Islamic principles and values .

For example , one tour package may contain a stay in a recognised Muslim-friendly accommodation with halal breakfast , visits to national or State mosques with facilities like robes for ladies and in-house trained guides to receive tourists ( Muslims or non-Muslims ).

ALTERNATIVE OR COMPLEMENTARY

Muslim tourists may perform prayer at a given time during the visit to the mosque . Non- Muslim tourists who join the halal tours may have the opportunity to see and learn about the history , architecture , and surroundings that depict Islamic traditions and values .

After this visit , they may proceed to other recommended attractions like lakes and gardens , handicraft centres , Islamic architecture and buildings . Then , go shopping for quality Islamic fashions and designs , and do not forget to savour halal foods and delicacies in many certified halal restaurants and cafes .

At free and easy , they may mesmerise with halal spa and wellness . The list goes beyond appreciating nature and the environment .

Apart from physical gains , halal travel promotes the psychological aspect , which is critical nowadays . It educates travellers about preserving and conserving priceless nature , environment , protecting humanity , local history , heritage and traditions , and appreciating and enriching knowledge and universal values .

Halal travel , or Muslim-friendly travel , has its uniqueness and values . Hence , for Malaysian operators to design , promote , and deliver quality , total commitment and understanding of the dos and don ’ ts are required .

“ While the importance of ranking is debatable , as a destination , it signifies hard work and achievement at most to attract and instil users ’ and investors ’ confidence in the industry . The recent State of Global Islamic Economy Report 2023 by DinarStandard may explain such a need .”

The criteria are available for tour operators , hotel operators and tourist guides to refer to as prescribed in Malaysia Standard MS 2610:2015 Muslim-friendly hospitality services - Requirements .

As we sail the new year 2024 , travellers demand value and quality . The one-fits-all strategy is no longer dominant . Market segmentation and product differentiation may apply firmly . Halal travel is either an alternative or a complementary to existing conventional packages . Both mechanisms , InshaAllah , may create a new economic demand and success . –

Dato ’ Dr Mohmed Razip Hassan is the former director-general of the Islamic Tourism Centre ( ITC ) and former deputy DG of Tourism Malaysia . He is now the Advisor Emeritus of @ Halal .