@Halal January/February 2024 | Page 25

January-February . 2024

MICA members participated in the Muslim-Friendly Tourism and Hospitality ( MFTH )

Competency Training . MOTAC Secretary-General Dato ' Roslan Tan Sri Abdul Rahman ( left ) and Nizran Noordin ( right ) at ITM 2023 Appreciation High-Tea .

Nizran Noordin at World Halal Business Conference Circuit ( WHBC ), London , United Kingdom .

Technical Cooperation Programme ( MTCP ) from October 9 to 18 , 2023 . Funded by the Ministry of Foreign Affairs Malaysia ( MFA ), this initiative involved 14 government officials responsible for healthcare and wellness tourism development in their home countries , representing 10 nations .

These countries included Azerbaijan , Bangladesh , Cambodia , Maldives , Nepal , Pakistan , the Philippines , Tajikistan , Thailand , and Timor-Leste . ITC took pride in showcasing Malaysia ’ s best practices in Muslim-friendly healthcare and wellness through sharing sessions with local experts , lecture classes , and site visits .

In an earlier MTCP session from June 12 to 16 , 2023 , ITC organised an online programme focusing on ‘ Strategies in Developing and Managing Sustainable Ecotourism Destinations and Products in a Muslim-Friendly Tourism and Hospitality Environment .’ The five-day initiative featured expert speakers discussing sustainability and responsible tourism , engaging international participants from Algeria , Azerbaijan , Kenya , Togo , Morocco , Vietnam , and others .

The programme aimed to enhance industry players ’ understanding of sustainable tourism to contribute to the elevation of Muslim-friendly tourism in their respective countries .

ENGAGEMENT �IT� MALA�SIAN INBOUND C�INA ASSOCIATION ( MICA )

As part of its efforts to tap into China ’ s Muslim tourist market , ITC organised the “ Muslim-Friendly Tourism and Hospitality ( MFTH ) Competency Training ” for members of the Malaysian Inbound China Association ( MICA ) at Royale Chulan Kuala Lumpur from November 1 to 3 , 2023 .

This was a follow-through on the highly productive sales mission in China last September organised by Tourism Malaysia and led by Khairul Firdaus Akbar Khan , Deputy Minister of Tourism , Arts and Culture ( MOTAC ), during which the Muslim tourist market potential was observed .

Twenty-five enthusiastic MICA members participated in the training pro- gramme to enhance their understanding of the Muslim tourist market and explore opportunities in China , home to an estimated 30 million Muslims .

ITC and Tourism Malaysia guided the MICA participants on how to develop MF packages . These packages were later branded into “ Malaysia Malay Culture Packages ” and launched at the China International Travel Mart ( CITM ) in Kunming on November 17 , 2023 .

The MFTH Competency Training included lectures on the Muslim tourist market potential , MFTH , and industry standards set by ITC . Technical tours to tourist attractions and MFAR-certified hotels provided a practical understanding of how these concepts were applied in the field . Participants also engaged in a groupwork presentation and assessment for an immersive learning experience on the last day of the training programme .

Fifteen MICA members also participated in the three-day Muslim-Friendly Tourist Guide ( MFTG ) training programme organised by ITC from December 4 to 6 , 2023 , at IDEAS KL Hotel . The comprehensive training programme equipped MICA members with the knowledge and skills to effectively cater to the unique needs and preferences of Chinese Muslim tourists .

In 2019 , at the peak of tourism before the pandemic , Malaysia attracted 5.3 million Muslim tourists , contributing RM16.7 billion to the economy . Among them , 56,057 were Muslim tourists from China , spending RM275.9 million .

Ranked at the top of the Mastercard- CrescentRating GMTI 2023 report for the eighth consecutive year , Malaysia is poised to be the ultimate destination for the Chinese Muslim market , meeting all their travel needs . The opportunity Malaysia sees in the Chinese Muslim tourist market aligns with its commitment to ensuring the sustainability of its tourism industry .

In 2023 , ITC , under the leadership of its Director-General Nizran Noordin , significantly intensified its efforts to tap into China ’ s Muslim tourist market . Nizran has actively participated in several events and sales missions to China , promoting Islamic tourism and its development in Malaysia . – RnR

BUILDING on the success of Islamic Tourism Week 2022 , the Islamic Tourism Centre ( ITC ) took the festivities a step further with the highly anticipated Islamic Tourism Month ( ITM ), held from August 21 to September 30 , 2023 . The month-long celebration served as a vibrant showcase of Malaysia ’ s cultural diversity and the inclusive spirit that defines the nation .

Throughout ITM 2023 , Malaysia extended a warm invitation to visitors , encouraging them to immerse themselves in the country ’ s legendary hospitality and explore its rich traditions , historical landmarks , and the harmonious coexistence of various cultures .

A noteworthy achievement of ITM 2023 was the generation of approximately RM2 million in sales . This success was attributed to exclusive promotions covering accommodations , travel packages , spa and wellness experiences , culinary delights , shopping , retail offers , and participation in various events , seminars , and exhibitions . ITM 2023 promotions and publicity were executed through dedicated Instagram and Facebook pages , an ITM microsite , and QR codes for easy voucher redemption and access to promotional deals .

The event drew the participation of 126 industry players from various sectors , including hotels , mosques , spas , F & B , and travel agencies . Seven mosques actively took part in ITM by hosting Mosque Open Day events at their respective mosques .

The ITM 2023 TikTok Challenge , featuring hashtags # DiscoverMFAR and # ExperienceITM2023 , emerged as a standout success , amassing over one million views . This innovative approach effectively engaged the youth demographic and showcased the event ’ s commitment to reaching diverse audiences .

To express gratitude to strategic partners , sponsors , and media members who played pivotal roles in the success of ITM 2023 , ITC hosted an exclusive Appreciation High-Tea on October 16 , 2023 , at the Sime Darby Convention Centre .

The event also celebrated the winners of the ITM 2023 TikTok Challenge . Out of more than 83 participants , 30 winners received prizes worth RM45,000 sponsored by Mastercard , Resorts World Cruises , Sim Leisure Group ( including Escape and Kidzania ), Lost World of Tambun , and MyBurgerLab , showcasing the creativity and enthusiasm of the participants .

With the resounding success of ITM 2023 , anticipation builds for the return of this celebration in 2024 , promising even more offerings and a broader reach to captivate audiences worldwide .

Mosque Open Day , one of the activities during Islamic Tourism Month ( ITM ) 2023 .