Despite that , Muslim travel space continues to expand globally as awareness is enhanced . Today , the Muslim travel market has progressed significantly from merely a segment to a recognised global force . Such positioning has led to the enrichment of contents of the travel itineraries and tour packages .

In the initial stage , the Muslim-friendly tourism attention was on faith-based needs travel requirements . However , it has now expanded beyond that by enriching the segment on the needs for standards , sustainability , governance , contemporary travel needs , technology and destinations ’ global responsibility . Again , all these must not contravene Islamic values and norms .

TRAVEL INCLUSIVENESS ECOSYSTEM

Exclusiveness is making people feel valued and respected as human beings . In other words , we strive for quality by including all types of people and treating them fairly , equally and with dignity .

Islamic tourism is an ecosystem that provides an opportunity for Muslim and non-Muslim travellers to experience travel and visit places of interest that are peculiar to Islamic heritages , arts , traditions , education , lifestyle , architecture , gastronomy , and hospitality .

Those attractions and uniqueness may be situated in Muslim countries and non-Muslim countries , especially in Asia , Europe , Africa , the Americas , and Oceania due to historical reasons and geopolitics . Islamic tourism may be categorised into Muslim-friendly tourism , Halal tourism , and Ziyarah tourism , depending on the market segments , preferences , and strategies of the destinations .

The details on how to design the Islamic tour itineraries rely on the knowledge , experience , the local settings and views of

the scholars and the government formalities of a particular destination . Obviously , when someone travels in the context of Islamic tourism , they or the group must observe , respect and be mindful of the sensitivities of the faith and local communities .

For Muslim tourists , the availability of certified halal foods , supplies , infrastructures , and services is essential . Islamic tourism advocates quality , fairness , justice , tolerance , respect , and harmony .

CAMBODIA MUSLIM-FRIENDLY TOURISM FORUM 2024

As the interest of Muslim travellers from OIC and non-OIC countries increases , a destination requires dedicated segmentation and strategies to attract them . The majority of destinations have started to do so , and one of them is the Kingdom of Cambodia .

I visited Phnom Penh on Dec 18 to attend the First Cambodia Muslim-Friendly Tourism Forum organised by the Ministry of Tourism Cambodia as a speaker in my capacity as a Fellow BUDI of Islamic Science University of Malaysia ( USIM ). It is interesting to learn that Cambodia is seriously embarking on Muslim- Friendly Tourism ( MFT ) and being part of its national tourism plan .

The forum was officiated by Minister of Tourism Huot Hak , who earnestly advocated the importance of this segment in positioning Cambodia as a preferred tourist destination among Muslim travellers from ASEAN and West Asia . They want to learn more about Malaysia being the top global Muslim-Friendly destination . It has various tourism products that appeal to Muslim travellers alike .

MELAKA AS MARITIME TOURISM HUB

Prior to the Cambodia event , on Nov 4 , I attended the Melaka International Maritime Economy Conference ( MIMEC ) as a panel speaker . It was organised by Institute Tun Perak , Melaka . I spoke about the potential of Melaka as a Muslim-friendly destination , particularly as a hub for maritime tourism .

SUSTAINABILITY The Sustainable Development Goals

( SDG ) have become among the top agenda of destinations . Tourism is an integrated industry covering various sectors , including transportation , natural and artificial attractions , arts and culture and intricate supply chains . Thus , it is subject to policy and standards compliance , certification , and quality checks .

Hence , there is an increasing demand among service providers to secure standards and certification in halal / Muslim-friendly tourism . Recently , certification bodies have certified convention centres , cruise ships , and other travel-related infrastructures and services as Muslim-friendly .

ENVIRONMENTAL , SOCIAL AND GOVERNANCE ( ESG )

Of late , ESG has gathered significant attention from investors and corporate and business entities , including those operating in the tourism circle . The question is , what makes ESG and how important is it to tourism , especially in Islamic tourism ?

To refresh , I attended a masterclass training on ESG Coaching and Mentoring recently organised by the local training firm Shaker Associates . It was insightful , educational , and recommended . Five important takeaways from the class are on the level of awareness , integration & implementation of ESG among leaders and companies . More interestingly was how coaching and mentoring play essential roles in embedding ESG principles within an organisation .

ESG covers the criteria for a business ’ s impact and reliance on the environment ( E ), social aspects ( S ), and governance ( G ). They are not Corporate Social Responsibility ( CSR ).

In the context of Islamic tourism , these elements of ESG have already been part and partial of its structure and development . It promotes care of nature , community , and integrity & best practices . The outcome is beyond revenues and profits .

Apart from measuring and reporting ESG , the leaders ’ understanding of ESG is an important strategy by itself for sustainability and relevance in the business . Both leaders and employees must have a clear mindset and emotional intelligence when adopting ESG as an integrated tool for business fitness and reliance .

HIGH YIELD

There ’ s a need to change the unfair profiling against Muslims and Islamophobia , ethically and professionally . Destinations must have clear and positive perceptions towards Muslim travellers . The two billion Muslims worldwide include affluent groups , professionals , business leaders , and tourists .

These segments represent a significant high-yield market share . They are a combination of new and experienced tourists with high disposable income .

We hope the Muslim travel industry continues to grow strongly as a vital component of the Islamic economy and go along well with the global Halal industry . Insha ’ Allah ,

Before I pen off , may I have this opportunity to wish all Muslim readers Ramadan Kareem , and may this Ramadhan be the best practice and deed , Insha ’ Allah . I beg your forgiveness . –

BY DR MOHMED RAZIP HASAN

Fellow - BUDI of Islamic Science University of Malaysia ( USIM )

“ In the context of Islamic tourism , these elements of ESG have already been part and partial of its structure and development . It promotes care of nature , community , and integrity & best practices . The outcome is beyond revenues and profits . ”