BY CAMILIA REZALI

LAUNCH OF LOGO ... MFAR logo was launched by the Minister of Tourism , Arts and Culture Malaysia , Datuk Sri Nancy Shukri at MFAR Platinum hotel , Mövenpick Hotel & Convention Centre , KLIA ( Photo by ITC )

MFAR is not a certification scheme , but a recognition programme for hotels that are inspected , audited and identified as Muslim-friendly .”

The Islamic Tourism Centre ( ITC ) found it essential for Malaysia to provide more significant infrastructures and facilities due to the cumulative number of 5.2 million Muslims travelling to Malaysia , recorded in 2018 .

Tourists from the Gulf Cooperation Council ( GCC ) region are the highest spenders in Malaysia and have high expectations for Muslim-friendly services and facilities .

Director General of ITC , Dato ' Dr Mohmed Razip Hasan , said : “ It is crucial for Malaysia to meet their standards and provide the top quality in hospitality . According to Tourism Malatysia and ITC , travellers from this region are made up of the top spenders per capita in Malaysia .

“ In consideration of this requirement and market demand , ITC took a step ahead in expanding its services by creating a new scheme under the Muslim-friendly tourism concept for hotels known as Muslim Friendly Accommodation Recognition ( MFAR ) in 2018 .”

The first recognition of its kind in the world , MFAR is an extension of the Ministry of Tourism , Arts and Culture Malaysia ( MOTAC )’ s existing star rating system . The recognition was officially launched in 2019 , and its implementation is carried out as an essential initiative in empowering the tourism industry , especially the segment on Islamic tourism .

The Malaysian Association of Hotels ( MAH ), Malaysian Association of Hotel Owners ( MAHO ) and Malaysian Budget Hotels Association ( MyBHA ), including non-Muslim hoteliers , pledged their commitment , encouragement and support for ITC to develop MFAR .

“ The recognition serves to provide assurance and confidence to Muslim travellers that the hotel they have selected meet their basic faith-based requirements ,” said the Director-General of ITC .

“ MFAR is not a certification scheme , but a recognition programme for hotels that are inspected , audited and identified as Muslimfriendly

,” he clarified .

An official MFAR logo

Recently , ITC launched an MFAR logo intended as a brand recognition to provide Muslim travellers with a greater sense of assurance , confidence and comfort that their chosen abode for recreational or business travel accommodation needs , conforms to the tenets of Islam .

The MFAR logo was launched by the Minister of Tourism , Arts and Culture Malaysia , Dato ' Sri Nancy Shukri on 3rd September 2020 , at MFAR Platinum hotel , Mövenpick Hotel & Convention Centre , KLIA .

The design is deliberately kept simple yet distinct , with the overall brand signature intended to afford easy recognition and identification .

“ The use of the colour green has several implications including , of course , being widely accepted as the colour of peace and harmony . In this instance , it has the additional meaning of representing the concept of cleanliness and hygiene as well as that of freshness and being invigorating ,” he disclosed .

“ The orange ‘ sun ’ provides a burst of brightness and energy to the overall design . It is also representative of the energy and vitality of the establishment .”

Categories of MFAR

The categories of MFAR are divided into three ; silver category , gold category and platinum category .

Razip said MFAR did not require hotels to have two different segregated sets of facilities . It is only criteria placed under the category , and it is based on the hotel ’ s decision on which categories they wish to fulfil .

“ The MFAR scheme does not force a hotel to have two physical and separate facilities to be built or renovated . The objective of the scheme is to enhance value , not to burden or impose conditions on hoteliers ,” said Razip .

MFAR as a value-added scheme

As of 27th October 2020 , there are 40 hotels in Malaysia recognised as Muslim-friendly by ITC .

Subscribing to MFAR will be a value-added service for hoteliers to cater better to their Muslim clientele . It serves as a quality assurance for the consumer in terms of cleanliness , hygiene and quality service .

On feedbacks received by ITC from Platinum status MFAR hotels , Perdana Kuala Lumpur City Centre and Adya Hotel Langkawi , the feedbacks attest that they continue to accept bookings from non-Muslims more than from Muslims . This demonstrates that non-Muslims are receptive of recognition .

Razip said : “ This could be because the hotels are fully shariah compliant and familyfriendly , clean , hygienic , and maintain high standards of ensuring their comfort , safety and security .