March-April . 2024

Two of ITC ' s signature recognition programmes to drive the MFTH ecosystem .

ITC leads a sales mission to Paris and London to showcase the best of Malaysia ’ s Muslim-friendly tourism offerings

Nasyrul Quran and Yayasan Restu at the Muslim Travel Show .

Centre Des Lumiere .

With an estimated 25.7 million European Muslims , this mission aimed to engage local travel agents , Muslim community associations , and media outlets to showcase the best of Malaysia ’ s Muslim-friendly offerings including Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) -approved services and Muslim-Friendly Tourist Guides ( MFTGs ). The mission included participation in the Muslim Travel Show at Excel London on Feb 24-25 , 2024 , where ITC and Tourism Malaysia led Malaysia ’ s delegation . The event attracted 40,000 visitors , providing a platform for ITC , Tourism Malaysia , and other partners to showcase their MFTH products and services .

EUROPEANS ’ HIGH DEMAND FOR OUTBOUND TRAVEL

ITC Director-General , Nizran Noordin , expressed the motivation behind the sales mission , drawing parallels with the successful China Imam Familiarisation Trip .

“ We see the same opportunity in the European market that we want to tap into . In France , there is a Muslim population of 5.7 million . In the UK , a study revealed that

Courtesy call on the Embassy of Malaysia in Paris . ITC at the Muslim Travel Show .

Tourism Malaysia at the Muslim Travel Show .

Meeting with TravelMuz .

68 per cent of British Muslims prioritise halal food availability and Muslim-friendly environments when they choose their travel destinations .

“ Traditionally considered in the tourism industry to have substantial purchasing power , the market shows a high demand for outbound travel , a combination that Malaysia ’ s tourism businesses can benefit from , especially in preparing for the much-anticipated Visit Malaysia Year 2026 ,” Nizran said .

As part of this initiative , ITC and Tourism Malaysia introduced the newly launched MY Ramadan Experience packages to the European market . These packages offered immersive 4-day-3-night or 3-day-2-night programmes , allowing tourists to experience the vibrant festivities of Ramadan , the Muslim fasting month , in Malaysia . Among the partners who participated under the ITC banner at MTS included Andalusia Travel and Tours , Kurma Getaways Travel Management , Nasyrul Quran , and Ejay Collections x Abata Foods .

During the event , ITC had the opportunity to present a briefing on Malaysia as a Muslim-friendly destination over two days . The Malaysian delegation ' s presentations were structured into three sessions . The initial segment began with speeches from ITC and Tourism Malaysia representatives . The second session unfolded with Andalusia Travel and Tours providing a briefing on the array of Muslim-friendly packages available in Malaysia . Then , the final segment showcased a presentation on Malaysia ' s latest Islamic tourism product , Nasyrul Quran , presented by Yayasan Restu and Nasyrul Quran .

Visitors visited the Malaysian pavilion to gather information on holiday packages , Islamic tourism products such as Nasyrul Quran and the Selangor Islamic Art Complex , “ ready to eat ” food products from Abata Foods , the “ modest fashion ” collection Empire Daie , and general information about Malaysia .

IN the pursuit of expanding Malaysia ’ s footprint in the global tourism landscape , the Islamic Tourism Centre ( ITC ) engaged in a strategic sales mission in Paris , France , ahead of its participation in the Muslim Travel Show in London . The series of activities undertaken by ITC revealed promising opportunities and the potential to attract the Muslim tourist market in France .

BEYOND FRANCE ’ S MUSLIM COMMUNITY

Malaysia ’ s Ambassador to France , H . E . Dato ’ Mohd Zamruni Khalid , applauded ITC ’ s initiatives to explore the Muslim tourist market in France . He emphasised that this strategic move would captivate the Muslim community in France and extend its potential impact to North African regions such as Algeria , Morocco , and Tunisia , which are frequent travellers to European destinations .

LESSONS FROM THE CENTRE DES LUMIÈRES

ITC ’ s visit to the Centre des Lumières revealed promising prospects for Malaysian mosques . This smart mosque integrates artificial intelligence into its daily operations by using Alexa to remotely control the ambience ( lighting and sound system ), and introduces digital donation boxes . With separate prayer halls for men and women , accommodating many Muslims , the centre also serves as an educational hub .

INSIGHTS FROM LOCAL TRAVEL AGENCIES IN FRANCE

ITC ’ s meetings with local travel agencies , TravelMuz and Meridianis Voyages , revealed a growing demand among French tourists for Muslimfriendly packages . TravelMuz , recognised for curating packages for small groups , observed a rising interest in Malaysian destinations , particularly Pulau Langkawi .

Additionally , Meridianis Voyages , a pioneer in offering Umrah and Hajj packages in France , emphasised the potential for post-pilgrimage visits to Malaysia . Before the pandemic , they successfully arranged week-long visits for clients after completing their Umrah , indicating a sustained interest in Malaysian cultural and recreational experiences among French travellers . – RnR