@Halal March/April 2024 | Page 23

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March-April . 2024

Facilities

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Enhancing Muslim-Friendly Tourism and Hospitality

�ddin� si�ni�cant value to s�as� �ellness centres� and travel a�encies �it� t�e ado�tion of ne� M��R �uidelines

THE Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) is a recognition Islamic Tourism Centre ( ITC ) awarded to tourism industry players and businesses that have fulfilled

specific Muslim-Friendly Tourism and Hospitality guidelines .
This recognition demonstrates tourism businesses ’ unwavering commitment to addressing Muslim tourists ’ concerns and needs , providing them with assurance and confidence . It is a powerful
branding and marketing tool to showcase businesses to the Muslim tourist market .
Following the positive response to MFAR recognition for tourist accommodations , ITC will soon release the latest MFAR guidelines for spa and wellness centres and travel agencies .
The upcoming release of these updated guidelines will allow these facilities and entities to apply for certification , enhancing their value as Muslim-friendly establishments , and indirectly working as a marketing tool for these establishments . – RnR
Malaysian Association of Wellness Trainers ( MAWT ) Andalusia Travel & Tours
National Symposium Wellness Trainer 2024 .
A UNIQUE SELLING PROPOSITION

MALAYSIAN Association of

Wellness Trainers ( MAWT ) President and Teratak Spa owner Liz Othman praised ITC ’ s MFAR initiative , considering it timely for the spa and wellness industry .
She emphasised that , regardless of personal opinions , there was a prevailing public perception associating spa businesses with vice or immoral activities . With the introduction of MFAR guidelines and recognition , she believes spa and wellness establishments adhering to Muslimfriendly standards could distance themselves from this negative perception .
“ Plus , the guidelines enable spa operators to enhance their service offerings by creating new spa designs and protocols . Incorporating the Muslim-friendly concept can serve as a Unique Selling Proposition ( USP ), attracting
Scan for video more guests and increasing sales .
“ We are encouraging our ( MAWT ) members to truly understand and digest the concept of Muslim-friendly spa standards , motivating them to pursue and attain the MFAR certification . We have created a sub-committee to assist the members in complying with and adhering to the required standards .”
She highlighted that the recognition and certification will strengthen spas , attracting patrons concerned about Shariah-compliant businesses , including Muslim tourists . “ The comprehensive nature of the MFAR scheme , encompassing sustainability and employee welfare , will attract more local talent , especially among Muslims who may have had restrictions in practising their beliefs , such as zero contact with the opposite gender or wearing the hijab .
“ Therefore , as operators , we will have more options for personnel . Additionally , with the noble values emphasised in the Muslim-friendly spa standards , the sincerity of the personnel will be further boosted .”
Liz Othman
PROMOTING AN INCLUSIVE TOURISM EXPERIENCE
“ Muslim-Friendly Tourism and Hospitality ( MFTH ) is a commendable approach that recognises the diverse needs of Muslim travellers . Implementing the Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) guidelines for travel agencies signifies a shift towards inclusivity , sustainability , and heightened awareness of cultural sensitivities ,” said Andalusia Travel & Tours Chief Business Officer , Izzati Ibrahim .
“ In the context of sustainability , the guidelines foster responsible tourism practices , encouraging travel agencies to adopt eco-friendly initiatives . This aligns with the global call for sustainable travel , acknowledging the importance of minimising environmental impact .
“ Moreover , the emphasis on employee welfare underscores the ethical dimensions of the travel industry , promoting fair treatment , proper training , and conducive working conditions .”
Izzati emphasised that MFTH and MFAR guidelines promote cultural sensitivity by aligning services with Islamic principles , including providing halal options and prayer facilities . These guidelines are crucial in reaching the growing Muslim travel market , contributing to an inclusive and sustainable tourism sector . They reflect a commitment to meeting diverse traveller expectations and promoting responsible business practices .
PROVIDING A DISTINCTIVE COMPETITIVE ADVANTAGE
According to Izzati , obtaining MFAR recognition can be a strategic move for Andalusia , yielding multifaceted benefits . Firstly , it provides a distinctive competitive advantage by showcasing a commitment to inclusivity and cultural sensitivity . This differentiation is crucial in attracting Muslim travellers seeking services aligned with their religious and cultural preferences .
“ MFAR recognition contributes to an enhanced reputation for the travel agency . Positive reviews and testimonials from satisfied Muslim clients reinforce credibility and act as powerful endorsements in a globally connected market . This positive word-of-mouth can significantly bolster Andalusia ’ s image .
“ The long-term gains include increased customer loyalty . By consistently delivering Muslim-friendly services , Andalusia builds trust and loyalty among Muslim travellers , encouraging repeat business and referrals . This loyalty is further solidified when the agency demonstrates a commitment to sustainability and responsible tourism practices , aligning with the growing global awareness of ethical travel .
“ MFAR recognition opens doors to global partnerships with Muslim-friendly establishments . Collaborations with hotels , airlines , and other service providers that share similar values enable travel agencies to offer comprehensive and seamless Muslim-friendly travel packages , expanding their market presence and service offerings ,” she explained .
To encourage Andalusia Travel & Tours members to pursue MFAR certification , Izzati said the agency would implement comprehensive education campaigns , establish incentive programmes , provide resource support , and foster internal recognition and communication .
Izzati Ibrahim