MARCH-APRIL 2023 | 11
HOSPITALITY
Setting the benchmark
Standards Malaysia helps to boost competitiveness in the Muslim-friendly tourism sector
STANDARDS are crucial to promoting growth , innovation , and competitiveness in industries worldwide . The Department of Standards Malaysia ( JSM ), as the National Standards Body and National Accreditation Body in Malaysia , is dedicated to developing and promoting Malaysian Standards ( MS ) and providing accreditation services for conformity assessment activities .
“ Standards provide a solid foundation for defining the characteristics and properties of a product or service , along with the applicable testing methods . They enable consumers to make informed decisions by allowing for reliable quality and price comparisons and ensuring that products meet their intended or required performance standards ,” said Shaharul Sadri Alwi , the Director-General of JSM .
“ Standards set the benchmark for best practices and drive the growth of an industry . It is an important mechanism to boost the competitiveness of our industry , increase productivity and consumer trust , and enhance market access to export countries for our products and services .”
MUSLIM-FRIENDLY HOSPITALITY AND SERVICES STANDARD
Shaharul said the halal certification was a fundamental instrument for Muslim-friendly services . It provides Muslim consumers with peace of mind , assuring them there is no question about the quality of the products , food and related services .
“ The MS2610 is about Muslim-friendly hospitality and services . It identifies the requirements for tourism industry players to set up assurance systems for products and services that cater to Muslim tourists ."
MS2610 has three main objectives , which are :
• To enhance the ability of organisations or individuals to produce and manage Muslim-friendly tourism products and services to meet the Shariah principle
• To preserve and protect the integrity of Muslim-friendly tourism products through the effective application of this MS
• To enhance customer satisfaction by meeting customer requirements “ The Malaysian standard provides guidelines and requirements on managing tourism facilities , products and services for Muslim travellers in three aspects : Accommodation , tour packages and tour guides . All the standard conditions are generic and intended to apply to all organisations and individuals managing Muslim-friendly tourism products within these three specified areas .
“ This standard does not apply to health and beauty facilities such as spas and massage or any balneotherapy facilities , products and services . For the time being , it only covers those three sectors .”
A MORE SUSTAINABLE TOURISM
Shaharul stated that JSM considered Muslimfriendly tourism a sustainable form that can significantly benefit the country ’ s economy , society , and environment . As Muslim-friendly tourism has become more prevalent globally , the country has developed highly recognised standards to meet stakeholder expectations while adhering to Islamic principles and practices .
“ The use of MS2610 enhances the ability of organisations or individuals to manage Muslim-friendly tourism that meets these Islamic principles . This is the core of halal . Thus , this MS preserves and protects the integrity of Muslim-friendly tourism .
“ Through the effective application of the standard , a direct positive effect of using this standard is enhancing customer satisfaction .
Malaysia can attract more Muslim tourists and , in turn , generate more investment returns for the benefit of Malaysia ’ s socio-economy .”
Shaharul Sadri Alwi
Based on the industry input surrounding Islamic tourism , this MS needs to be based on a classification or rating system rather than a certification activity . So , this standard will be used to rate the facility , accommodation and so on .”
REFERRED BY OTHER OIC COUNTRIES
He explained that the Muslim-friendly Hospitality Services working group , chaired by the Islamic Tourism Centre ( ITC ), oversees MS2610 . This technical working group focuses on standardising Muslim-friendly hospitality and services .
“ The working group is responsible not only for developing the MS but also serves as the national mirror committee in the Standards and Metrology Institute for Islamic Countries ( SMIIC ) TC5 committee . It means we have an essential role in developing the SMIIC standard concerning the Muslim-friendly tourism industry .
“ MS2610 is under revision . It is a good time for us to develop the standard further . For future development , we may include other tourism-related services such as spas .
“ Based on the industry input surrounding Islamic tourism , this MS needs to be based on a classification or rating system rather than a certification activity . So , this standard will be used to rate the facility , accommodation and so on . The rating system must be based on the achievements or performance and meet the minimum requirements for them to be audited .” — R & R