14 Highlights
CHINA IMAM FAM TRIP PROGRAMME A Record-Breaking Success
14 Highlights
May-June . 2024
Malaysia ’ s Muslim-friendly appeal attracts record number of Chinese Muslim tourists
A visit to Bentong Farm . Imams from China visiting the Federal Territory Mosque , Kuala Lumpur .
MALAYSIA welcomed an impressive 58,000 Chinese Muslim tourists between February and March this year , surpassing the initial target of 17,500 set for February to December . According to the Malaysia Inbound Chinese Association ( MICA ) in its 1st Quarter 2024 report , this significant influx generated a remarkable RM92.8 million in tourism revenue .
China , a crucial source market for Malaysian tourism , has long contributed significantly to the country ’ s tourism revenue and cultural exchange . Recognising the importance of this market , the Ministry of Tourism , Arts , and Culture ( MOTAC ) has been diligently working to expand opportunities within this sector , including leveraging Malaysia ’ s esteemed status as a pioneering Muslim-friendly destination .
The delegates at Masjid Selat Melaka , Bandaraya Melaka .
The significant increase in Chinese Muslim tourists underscores the effectiveness of the targeted marketing strategies implemented by MOTAC ’ s agencies , notably the Islamic
Tourism Centre ( ITC ). One of the key initiatives contributing to this success is the China Imam Familiarisation Trip , organised by ITC in collaboration with MICA . This trip allowed influential religious leaders from China to experience Malaysia ’ s Muslimfriendly attractions firsthand . These Imams , appointed by MICA as Malaysia ' s Travel and Culture Ambassadors , helped to promote the country ’ s welcoming and diverse tourism offerings within their communities .
ITC ’ s active participation in numerous sales missions to China has also been instrumental in positioning Malaysia as a top-tier destination for Chinese Muslim travellers . The agency has actively collaborated with stakeholders to enhance and showcase Malaysia ’ s diverse Muslim-friendly tourism offerings . It remains open to those seeking opportunities in this growing market for continued collaboration . – RnR
CHINA IMAM FAM TRIP PROGRAMME A Record-Breaking Success
China Muslim ( Tourist Arrivals ) China Muslim ( Tourist Receipts )
Target vs Actual
17,500 tourists ( Feb-Dec ‘ 24 )
58,000 tourists ( Feb-Mar ‘ 24 )
Targeted
RM28mil ( Feb-Dec ‘ 24 )
Actual
RM92.8mil ( Feb-Mar ‘ 24 )
+ 40.5K
FACTORS BEHIND GROWTH
+ RM64.8mil
Muslim-Friendly
PARTNERSHIP Smart partnerships and support between the public and private sectors
INNOVATION China Imams appointed by MICA as Malaysia ’ s Travel and Culture Ambassadors
MUSLIM-FRIENDLY ELEMENTS Availability of products and services that align with Muslim travel needs