10 | JULY-AUGUST , 2023

BY FATIHAH MANAF

“ We aim to create a marketplace for Muslim-friendly tourism products and services through ITM . So , we ’ re inviting our partners with these related products to be part of this programme ,” explained Anis Rozalina Ramli , Senior Corporate Communications Manager of ITC .

“ This initiative creates branding and positioning for Malaysia as a destination that offers numerous options for Muslim tourists , ranging from travel products to food products , health products , and everything related to their travel needs .”

Meanwhile , the Islamic Tourism Symposium presents a valuable opportunity for the collaboration between ITC and academia to explore the untapped potential within the Islamic tourism space . As the field is relatively new , the symposium seeks to bridge existing gaps and address areas where the industry can further flourish . By engaging with researchers and experts , ITC aims to identify and fulfil the evolving needs of the Muslim tourist market , ensuring a robust and comprehensive Muslim-friendly tourism landscape .

“ The topics that we want to focus on during the symposium are the trends in the Muslim travel market , travel preferences of Muslim tourists , and the potential of other specific tourism products such as mosque tourism , pondokstay and even the usage of digital technology to support the Islamic tourism ecosystem .

“ We also want to look into how youths and Muslim women travellers can be further supported because there may not be enough tourism products or services to support Muslim youths and women who want to travel ,” Anis elaborated .

UTILISING RESEARCH AND DATA IN ISLAMIC TOURISM

ITC recognises several gaps in the demand and supply of Muslim-friendly products . In response , the agency offers grants - the Islamic Tourism Research Grant - to academia and research centres interested in studying specific topics related to Islamic tourism . Some topics of interest include developing tourism products for the Muslim tourist market and learning about their future needs .

Anis explained that while Muslim tourists had basic needs , it was essential to project their future preferences and identify new travel trends that industry players should consider in the long term . This proactive approach ensures

Anis Rozalina Ramli .

One of the activities during the Islamic Tourism Writers Workshop ( ITWW ) 2022 .

industry players are prepared and stay caught up when the time comes .

“ We also want to explore sustainability topics because sustainability is a significant focus , particularly within the tourism industry . We want to inform our industry players that engaging in Islamic or Muslim-friendly tourism and hospitality aligns well with the UN SDGs .

“ Islamic tourism inherently encompasses sustainability values . However , we aim to present it in a different light so that industry players can perceive its significance from a new perspective ,” said Anis .

She shared that ITC had been collaborating with various local and private institutions as these institutions possess the necessary resources and manpower for conducting research . ITC ’ s role is to provide support through financial funding , where each year or every two years , a specific amount is allocated and disbursed to selected universities that have submitted research proposals aligning with ITC ’ s objectives . The research articles would then be published in the Islamic Tourism Journal .

“ At the end of it , we are coming up with the Islamic Tourism Symposium , where the research that has been done will be presented to an audience of potential investors , business owners , and industry players who may be interested in developing the research further or commercialise it for their use .”

EXPANDING MFAR PROGRAMME

“ ITC originally developed the Muslimfriendly Accommodation Recognition ( MFAR ) in 2018 . We had an excellent response from the industry players in the accommodation sector . They all wanted to be part of the Muslim-friendly ecosystem by getting this recognition from ITC .

“ Then , there was demand from other tourism sectors , such as the spa industry . They wanted recognition that would allow them to market themselves as Muslimfriendly . So , through engagement and discussions with the industry , we developed guidelines for them to be recognised

The Islamic Tourism Writers Workshop ( ITWW ) is a programme designed after research identified a gap in communication skills within the sector . under ITC .

“ From there , it expanded to other sectors - theme parks , shopping malls , and more . Currently , we have around 10 different guidelines catering to these sectors ’ unique needs and requirements . These guidelines outline the necessary steps for establishments to be known as Muslim-friendly tourism product suppliers or providers ,” Anis shared .

She mentioned that ITC had collaborated with industry players and engaged with them to gain a deeper understanding of their challenges in becoming Muslimfriendly . This information was considered while working alongside researchers and academia to develop the MFAR guidelines , now known as the Muslim-friendly Tourism and Hospitality Assurance and Recognition ( MFAR ). She said the aim was to facilitate more industry players to adopt them .

PROVIDING SUPPORT TO DESTINATIONS

Anis highlighted that ITC was committed to supporting any destinations aspiring to become Muslim-friendly . The organisation has observed growing interest and discussions surrounding Islamic tourism , with many destinations expressing their intentions to provide more options for Muslim tourists .

Despite the competition , ITC is pleased to witness this positive shift and the increased focus on catering to the needs of Muslim travellers . To assist destinations in pursuing Muslim-friendly tourism , ITC provides various valuable services , including comprehensive training programmes , consultancy services , and informative workshops .

She explained that ITC ’ s training programmes mainly focus on four areas : communication skills , understanding the faith , understanding the market , and digitalisation .

“ It is essential for our industry players to have a strong grasp of these areas ,” Anis emphasised .

She shared that ITC prepared industry players for the upcoming Visit Malaysia campaign . Through recognition programmes , training , and the provision of relevant research information and data , ITC was equipping these tourism players to make informed decisions and effectively cater to the needs of Muslim tourists during the campaign . — R & R