May-June . 2024

Integrating MFTH and UN SDGs for a more sustainable tourism industry

Given the growing global Muslim population , countries can leverage Muslim-friendly tourism to mitigate negative societal and environmental impacts while enhancing global prosperity . Aligning these efforts with the UN Sustainable Development Goals ( UN SDGs ) provides a robust framework for these initiatives .

However , a gap exists due to limited literature and frameworks in this area . To address this , the Islamic Tourism Centre ( ITC ), as the champion of Muslim-friendly tourism and hospitality ( MFTH ), has collaborated with researchers from the International Center for Education in Islamic Finance ( INCEIF ) to conduct a study titled ‘ Harnessing Responsible and Sustainable Muslim-Friendly Tourism and Hospitality ( MFTH ) in Malaysia Aligned with Maqasid Shariah and United Nations Sustainable Development Goals ’. This initiative aims to align MFTH practices with Maqasid Shariah and the UN SDGs , marking a significant step towards a more sustainable and inclusive tourism industry .

According to Firmansyah Shidiq Wardhana , an MBA Sustainable Business Alumni of INCEIF University , who led this ABL research project and the current Head of Innovation & Development , ALAMI Sharia , an Islamic Fintech P2P based in Indonesia , the Boston Consulting Group ( BCG ) reported that the Covid-19 pandemic is heightening the understanding of sustainability among the public , private sectors , and regulatory institutions , with a particular emphasis on environmental awareness and impactful socio-economic contributions to the community .

“ Therefore , it is imperative to integrate sustainability and harness responsible tourism as an inseparable and inherent part of Muslim-friendly tourism concept in Malaysia to value-add and re-boost the industry to gain traction , enthusiasm and attractiveness from various stakeholders .”

KEY FINDINGS FROM THE RESEARCH

Firmansyah noted five critical insights from the study ’ s findings :

• Integrating the UN SDGs with the MFTH Fundamental Ground

• Developing a Sustainable and Responsible Muslim-Friendly Tourism ( SR-MFTH ) framework

• Proposing a Sustainable and Responsible MFTH Index ( SR-MFTH Index / Indicator ) as an advancement of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR )

• Developing impact assessment tools for integrating the UN SDGs with MFTH in Malaysia “ As per our findings during our extensive research , the availability of research articles

NOVELTY OF RESEARCH : Responsible and Sustainable MFTH Framework developed by Researcher

Firmansyah Shidiq Wardhana on MFTH integration with sustainability , circular economy and ESG agenda is limited for us to rely on .

“ Therefore , there is an urge to develop a main Sustainable and Responsible Muslim- Friendly Tourism and Hospitality ( SR-MFTH ) framework and indicators that serve as a starting point for the integration as well as the potential for future research and practice .

“ Thus , in this research study , we positioned five key themes to be the basis of a conceptual framework interrogating the MFTH and sustainability agenda : the people , planet , prosperity , peace and partnership . These core themes are extracted from the UN SDGs ' themes , which developed in parallel with the MFTH supply and demand framework from the CrescentRating .”

Firman explained that ‘ people ’ are central to the framework , linking the demand and supply sides , while other themes are on the supply side . He emphasised that people drive the success of SR-MFTH by connecting fulfilment segments and sustainability goals through their roles as Khalifah ( leader ) and ‘ Abid ( worshipper ).

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Firman shared that the mission of the SR- MFTH Index , intended to enhance MFAR , was to establish a sustainable and responsible MFTH industry . This aims to promote quality and innovative products , provide excellent services meeting evolving customer needs , ensure high standards of halal compliance , foster responsible business practices , and generate sustainable positive impacts in Malaysia and globally . This initiative also seeks to benefit the environment and society while ensuring equitable returns for shareholders .

In the study , the research team also developed impact assessment tools to integrate UN SDGs with MFTH in Malaysia , revealing positive impacts . Key points include : 1 . UN SDG 1 - No Poverty : The MFTH industry significantly contributes to Malaysia ’ s GDP and employment , lifting people out of poverty through sustainable tourism .

2 . UN SDG 4 - Quality Education : MFTH indirectly supports education by offering vocational training , enhancing inclusivity for all societal layers .

3 . UN SDG 5 - Gender Equality : MFTH promotes gender equality by providing women with equal job opportunities and leadership roles . The industry also challenges stereotypes , with a growing demand for male therapists in the wellness and spa sectors . This highlights the need for vocational training to meet market demands , particularly post-Covid-19 .

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“ In general , we expect that our research could deliver significant progressing impacts for ITC as well as policy-making and decisionmaking within tourism sector benefits ,” said Firman .

“ It should be noted that the UN SDGs have already been internalised , committed and integrated into the Malaysia Tourism Policy , Planning and Strategy for 2020-2030 . MFTH is expected to be the forefront prime mover and prominent driver in achieving ambitious targets and goals .

“ Since Muslim-friendly tourism is based upon a unique value system which conforms to the five primary principles of the sacred Islamic law – Protection of religion ; preservation of self ; preservation of intellect ; preservation of off-spring ; and preservation of property and the environment – the components of sustainability are already embedded .

“ These components need to be mapped with the UN SDGs and further refined to ensure the longevity , prosperity and sustainability of the MFTH sector . MFTH , although faith-based , is a concept that is , and should be attractive to both Muslims and non-Muslims alike .” – RnR

Proposed Integrated SR-MFTH Index ( Developed by Researchers by Modifying Several Literatures and References )

MFTH Industry

UN SDGs 2030