@Halal March/April 2023 | Page 33

Datuk Hajah Saraya Arbi

started in 2017 , to produce more quality research on the industry . Even better , ITRG recipients will also be able to share their research findings with potential investors at the Islamic Tourism Symposium ( ITS ) to be organised subsequently .”

to strengthen ties with numerous organisations and institutions that share the same passion and interest in the Islamic tourism sector .

“ ITC ’ s partnership with TUI International Holiday ( Malaysia ) has increased the visibility of MFAR hotels , as information on them is now available on TUI ’ s booking platform . In addition , promotions on Muslim-Friendly holidays in Malaysia were also developed , featuring our MFAR hotels .”

In 2022 , ITC collaborated with Universiti Sains Islam Malaysia ( USIM ) to develop training modules for MosVi and MFTG programmes . USIM , Institut Pengajian Islam dan Dakwah Sabah ( IPDAS ), and INCEIF University participated as speakers and experts at ITC ’ s events throughout the year . ITC also partnered with them to advance research in cryptocurrency and sustainability . ITC values collaborations with third-party organisations as they provide unbiased information to tourism industry players .

The Centre also participated in international exhibitions to expand its connections with Islamic tourism advocates worldwide at renowned trade shows like the Sarajevo Business Forum in Bosnia , Arabian Travel Market in the United Arab Emirates , World Travel Market and the first Halal Expo London in the United Kingdom .

DEVELOPING MORE INCLUSIVE MFTH GUIDELINES

Throughout 2022 and 2023 , ITC has been making conscious efforts to include more businesses across all sectors in the Muslimfriendly space . In doing so , the Muslim-Friendly Accommodation Recognition scheme has been rebranded to Muslim-Friendly Tourism and Hospitality Accreditation and Recognition

programme , maintaining the acronym MFAR . Subsequently , guidelines were developed for reference to tourism and hospitality industry practitioners .

“ The soon-to-be-launched guidelines were crafted to make it easier to be adopted by more industry practitioners and businesses that are eyeing the Muslim tourist market . We were mindful to ensure that the changes would encourage small and large businesses to participate in the Islamic tourism economy and benefit from it ,” said Saraya .

The MFAR guidelines will not only cover accommodation , but nine other areas , including spas , travel agents , tourism products , theme parks , convention centres , transportation hubs , medical facilities , rest and service areas , and shopping malls .

“ I urge business owners in the mentioned areas to apply for this ITC recognition to begin to position and market themselves to the growing Muslim tourist market . To help the industry better understand the implementation of the guidelines and the Muslim-Friendly requirements , they are invited to attend training courses on MFTH organised by ITC .”

ITC aims to attract more players to the MFTH positioning by enhancing its training modules and standards and increasing its training frequency . Through the Islamic Tourism Research Grant ( ITRG ), the Centre will strengthen Mosque Tourism as an Islamic tourism product and advance research on sustainability , digital transformation , and green / tourism recovery .

“ Publishing research on Islamic tourism to be referred to by the industry is one of ITC ’ s core responsibilities . This year , we are bringing back ITRG , a research funding programme we

– Global tourist arrivals in 2022

( SOURCE : UNWTO )

– Global tourist arrivals to Malaysia in 2022

( SOURCE : TOURISM MALAYSIA )

– Muslim tourist arrivals to Malaysia in 2022

( SOURCE : ITC AND TOURISM

MALAYSIA )

– Muslim tourist receipts in Malaysia in 2022

( SOURCE : ITC AND TOURISM

MALAYSIA )

PROVIDING DIRECTION FOR NEW AND CURRENT PLAYERS

“ As we progress past the pandemic , it ’ s an exciting time for the tourism industry to chart a new growth narrative , considering the new tourism trends , the post-pandemic travel preferences , the geopolitical situation , the advancements in technology , and more . We cannot rely on the old ways of doing things anymore . There has to be a push for innovative thinking and leadership to succeed ,” Saraya emphasised .

In 2023 , ITC aims to increase interest in MFTH and strengthen the Islamic tourism ecosystem through three key priorities : creating business opportunities for stakeholders , providing value to the “ public ” ITC serves - hoteliers , tour guides , tourism product owners , local communities , and improving the Centre ' s signature programmes such as the World Islamic Tourism Conference ( WITC ) and Islamic Tourism Week ( ITW ).

“ We are also focusing on developing pondokstay as a potential tourism attraction that combines Islamic tourism , edu-tourism and community-based tourism ( CBT ). We can see that the pondokstay concept , which has strong community involvement , can share the tourism wealth to marginalised communities and the rural economy .”

ITC has researched pondokstay in the past and is now moving towards developing guidelines for this niche product that will allow tourists to experience Malaysia ’ s own Islamic culture that cannot be found elsewhere . These and the newly improved MFAR programme will provide a conducive environment for Malaysians to delve into this sector to improve their lives economically .

TAKING THE VALUABLE OPPORTUNITY

The United Nations World Tourism Organisation ( UNWTO ) announced that in 2022 , international travellers contributed about 917 million in arrival counts , double the numbers recorded in the previous year .

“ With 917 million global tourist arrivals last year , it is imperative that we tap into the vast potential of the Muslim travel market . While Middle Eastern tourists are a significant segment , we cannot overlook the millions of Muslim tourists from China , India , and other regions . It is essential to broaden our perspective and ensure we attract and cater to diverse segments of Muslim travellers ,” Saraya noted .

“ With the expansion of MFAR guidelines to be more inclusive , ITC hopes to create more interest among industry players and businesses , especially SMEs , to jump onto the MFTH bandwagon . This growth will help Malaysia improve its status as a preferred Muslim-friendly destination , as tourists will have many more options for MFTH products and services .” — R & R