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@ Halal | NOVEMBER-DECEMBER . 2023

With more opportunities and affordability to travel among Muslims globally , we can strongly see Islamic tourism ’ s emergence . It has an impact on overall tourist arrivals and receipts as well as on the Islamic economy .

Many destinations in the Asia Pacific region , including Southeast Asia , China , Japan , Korea , Taiwan , Hong Kong , Australia and New Zealand , use Muslim-friendly tourism as a slogan for branding to attract Muslim tourists .

Other destinations are using halal tourism to coincide with the halal economy . Both terms are used interchangeably in travel and tourism literature , subject to the setting and strategies of a particular destination . More importantly , the fundamental is on Shariah compliance and adapting to the best practices to fulfil the faith needs and requirements during the travelling of Muslim tourists .

Thus , it is crucial to define the terms to understand the scope and guiding principles of the segment . In a broader term , Islamic tourism is defined as any activity , event , experience or indulgence undertaken in a state of travel that is Islamically compliant to interface within the Islamic framework with one or all of the following : history , arts , culture , heritage , way of life , economy , health , education and any other human interest ( Source : ITC ).

This definition guides us in formulating policy and strategies , product development and destination branding and transformation in the context of Halal Tourism and Hospitality ( HTH ) or Muslim Friendly Tourism and Hospitality ( MFTH ). Alhamdulillah , at this juncture , Malaysia has been the leading country in this segment for the last decade , as announced by CrescentRating and DinarStandards .

Competitively and annually , this position is being challenged by other destinations in OIC and non-OIC countries like Indonesia , Turkey ,

THE HALAL TREK

BY DR MOHMED RAZIP HASAN

Saudi Arabia , the United Arab Emirates ( UAE ), Thailand and Singapore . It is interesting to see that most non-Muslim countries are now seriously developing their halal economy as a new source of income , including halal tourism and hospitality infrastructures , talents , standards , products , services and marketing .

To leverage this emerging and growing travel segment , we must have a strong interest and fully understand how halal tourism works , its eco-system and travel behaviours . Muslim tourists now demand quality standards and service delivery from the destination and travel service providers , and supply chains which comply with Islamic principles , values and standards , particularly on halal requirements .

In the big picture , halal tourism ’ s main target is Muslim tourists , and it also welcomes non-Muslim tourists domestically and internationally to enjoy and experience halal foods and drinks , Islamic history , arts and culture , mosques , sustainable lifestyles and halal tour packages . Alhamdulillah , halal tourism is progressing and has gained recognition in the global tourism industry for its immense

Muslim tourists now demand for quality standards and service delivery from destinations

& travel service providers ." economic potential .

On our domestic front , the branding of halal tourism , preferably Muslim-friendly tourism , is already taking place . Now , we can see an increase in awareness and interest among locals . It translates into demand for halal or Muslim-friendly certified products & services and governance . Hence , to fulfill this demand , several specific standards and requirements are being developed .

After the lifting of the MCO , I visited Sabah , Sarawak , Pahang , Penang , Perak , Selangor , Terengganu , Kelantan , Melaka , Negeri Sembilan and Johor . I realised that many existing tourism products and services in the country can be revisited , reengineered and repackaged to suit the interests and expectations of Muslim tourists .

These include visiting religious institutions and premises like mosques and traditional pondok education . Still , also it can be expanded to arts and culture centres , local markets selling halal produce and local foods and delicacies , as well as scenic and popular tourist spots that provide facilities for solat ( prayer ), safe and convenient rest areas .

It can also add on Islamic events and ceremonials during the visit . Those are primary physical tourism products . In the context of halal tourism , psychologically , it goes deeper . It appreciates the signs and creations of the universe , the discovery of new knowledge , harmony , modest lifestyles , humanity , and tolerance that would earn values and promote better human beings .

It contributes to an appreciation of sustainability , responsibility towards resources , respect , love , protection and integrity to fellow humanity and the environment .

This process attempts to instil good values and establish the space for quality tourists who , in return , will contribute significantly to the economy and society ’ s well-being . The challenge is how ready we are to pursue this segment and how much we will invest to reap the best return .

See you again in 2024 . –

Dato ’ Dr Mohmed Razip Hasan is the former Director-General of the Islamic Tourism Centre ( ITC ) and former Deputy DG of Tourism Malaysia . He is now the Advisor Emeritus of @ Halal .