January-February. 2026 | @ Halal

COLUMN

• The global cultural tourism market is expanding rapidly, driven by demand for meaningful, values-based travel experiences.

• National frameworks such as DAKEN and initiatives linked to Visit Malaysia Year 2026 further strengthen this positioning.

• To sustain growth, stakeholders must integrate technology, curate compelling Islamic cultural packages, and collaborate across public and private sectors.

UN Tourism defines cultural tourism as tourism motivated by the desire to learn, discover, and experience the tangible and intangible cultural attractions and products of a destination. These experiences are commonly packaged as study tours, heritage trails, and cultural or performing arts programmes. Scholars McKercher and du Cros further classify cultural tourists into five clusters based on motivation and depth of experience: purposeful, serendipitous, sightseeing, incidental, and casual.

Globally, cultural tourism is experiencing strong growth. Future Market Insights Inc. estimates the market will expand from US $ 1.2 trillion in 2025 to US $ 2.6 trillion by 2035. This expansion is reinforced by technological advances such as AI-driven personalised itineraries, virtual mosque tours, and augmented reality museum guides, which are reshaping how cultural heritage is interpreted and accessed.

CULTURAL TOURISM

Malaysia possesses a long and layered history that has shaped its national identity over centuries. Its multicultural society- comprising diverse ethnic, religious, and cultural traditions- adds further richness, positioning the country as an attractive destination for cultural exploration.

Cultural development and preservation are overseen by the Ministry of Tourism, Arts and Culture( MOTAC), supported by agencies including the National Department of Culture and Arts( JKKN), the National Department of Heritage, National Museums, the National Library, and the National Archives. Tourism Malaysia plays a central role in marketing these cultural assets to both domestic and international audiences.

Malaysia’ s cultural tourism offerings span lifestyles, performing arts, gastronomy, traditional attire, music,

languages, education, traditional medicine, wellness and spa practices such as Urutan Malaysia, indigenous games, and Islamic cultural heritage. These efforts are further strengthened by the Islamic Tourism Centre, which supports the conceptualisation and branding of Islamic tourism products.

The National Culture Policy( DAKEN), launched in 2021, provides a strategic framework to nurture arts, culture, and heritage while fostering national unity, cultural sustainability, and a values-driven society. Malaysia’ s cultural tourism products appeal to both Muslim and non-Muslim visitors, highlighting Islamic heritage, royal traditions, architecture, education, local lifestyles, and multicultural harmony across all states. The UNESCO-listed historic cities of George Town and Melaka further elevate Malaysia’ s standing among leading global cultural destinations.

TOURISM AND HOSPITALITY

The tourism and hospitality sector is increasingly aligning with the needs of Muslim travellers by offering halalcertified food and beverages, prayer facilities, modest and family-friendly environments, heritage-based experiences, and strong safety and security measures.

As demand for Islamic cultural tourism grows, destinations, tour operators, and hotels must actively curate and promote attractive, well-structured packages. Muslim-majority countries across Asia, Africa, and Europe possess

BY DR. MOHMED RAZIP HASAN

Fellow BUDI: Islamic Science University of Malaysia( USIM). Fellow – Institute Tun Perak, Melaka.

Masjid Tuanku Mizan Zainal

Abidin, Putrajaya. a deep civilisational heritage that enriches the global Islamic tourism landscape.

SPIRITUAL ENRICHMENT

Travel is a powerful medium for acquiring knowledge, self-reflection, and personal growth. From an Islamic tourism perspective, a deeper understanding of humanity and mutual respect can be cultivated through visits to mosques, Quranic institutions, Islamic universities, cultural villages, historical palaces, gardens, and nature-based attractions.

CULTURAL LANDMARKS

Prominent mosques, museums, and cultural centres form the backbone of Islamic travel itineraries. Saudi Arabia’ s holy cities of Mecca and Madinah host Masjidil Haram and Masjid Nabawi. India features a vast Islamic heritage, including the Taj Mahal, Jama Masjid, and Qutub Minar. China’ s Great Mosque of Xi’ an and Beijing’ s Niujie Mosque, Singapore’ s Kampung Glam and Masjid Sultan, Brunei’ s Masjid Sultan Omar Ali Saifuddien, and Indonesia’ s Masjid Raya Baiturrahman further highlight the diversity of Islamic cultural expressions.

Malaysia contributes its own iconic landmarks, including the National Mosque, Sultan Salahuddin Abdul Aziz Shah Mosque in Shah Alam, Islamic Arts Museum Malaysia, Sultan Abdul Samad Building, Merdeka Square, royal museums, and community-based mosques such as Masjid India and Masjid China across multiple States.

THE WAY FORWARD

Despite challenges such as geopolitical tensions, climate risks, evolving technologies, and shifting consumer behaviour, tourism continues to demonstrate resilience. Culture and heritage remain enduring attractions and powerful differentiators for destinations.

This principle underpins Visit Malaysia Year 2026— A Cultural Mosaic, A Timeless Journey. Promoting Malaysia is both a responsibility and a privilege, shared by government, industry stakeholders, and citizens alike.-