TOURISM
NOVEMBER-DECEMBER . 2023 | 05
ITC participated in Tourism Malaysia ' s sales mission to China in September 2023 .
to connect ITC with Muslim stakeholders and players in China .
“ By taking this initiative , MICA is demonstrating that it is also optimistic about the potential of the Chinese Muslim market .
“ I firmly believe that MICA will be an essential strategic partner to ensure that ITC ’ s foray into China could continue sustainably in the long run , allowing us to continue reaching out to the addressable market in China .
“ We also recognise that China has a great potential to attract more Muslim tourists due to its exotic culture , rich heritage and long history in Islam .
“ We see this as an opportunity for China to adopt ITC ’ s Muslim-friendly branding to communicate its offerings . There is also the potential of Malaysia becoming a gateway to China for Muslim tourists to experience Malaysia and China ’ s Muslim-friendly offerings .”
LEVERAGING ON MALAYSIA ’ S MUSLIM-FRIENDLY ECOSYSTEM
" It is proven in our research over the years , that Muslims in minority Muslim countries , they look forward to coming to Muslim majority countries because of the ability or the opportunity to enjoy things that are not available in their respective countries .
“ For example , the abundance of facilities and services that serve their faith-based needs such as mosques and halal food , as well as assurance of Muslim-friendly accommodations , activities and attraction . Due to China and Malaysia ’ s rich culture and heritage , this is a common appeal that could drive up arrivals from China to Malaysia and vice versa .”
Opportunities abound , he shared , in terms of creating packages and experiences centred around Islamic celebrations and events such as Tilawah Al-Quran ( Quran reading competition ), Hari Raya Aidilfitri , Hari Raya Aidil Adha and Ramadhan experiences , which are celebrated in a grand and colourful scale in Malaysia , offering a unique experience to Chinese Muslim tourists .
“ By leveraging our Muslim-friendly ecosystem and attractions , I think we have much to offer the potential addressable market of Muslims in China .”
CHARTING THE COURSE FOR VISIT MALAYSIA YEAR 2026
Heading into 2024 , ITC is committed to promoting extensive adoption of MFAR and Muslim-Friendly Tour Guide ( MFTG ) recognitions by industry players throughout Malaysia , said Nizran .
“ And with a view of Visit Malaysia Year 2026 ( VMY 2026 ), to attract more Muslim travellers to our shores , industry players need to onboard the MFAR recognition programme and prepare themselves to receive more Muslim tourists .
“ We also require more local businesses to venture into Muslim-friendly tourism and hospitality ( MFTH ) in preparation for Malaysia to become the region ’ s Umrah hub , VMY 2026 and to cater to the growing Muslim tourist market .
“ Therefore , we will continue to conduct MFAR roadshows and MFTG training programmes nationwide .”
SUSTAINING MALAYSIA ’ S MUSLIM-FRIENDLY STATUS
To maintain Malaysia ’ s status as the leading Muslim-friendly destination , Malaysia should employ a combination of strategic initiatives aligned with sustainability and cultural enrichment principles .
Recognising the profound impact of tourism on the environment and local communities , Nizran opined Malaysia should actively meet the increasing demand for sustainable and eco-friendly travel options .
“ These guidelines make up ITC ’ s MFAR recognition and align with the UNSDGs and Maqasid Shariah principles .
“ Furthermore , enhancing air connectivity to Malaysia and streamlining tourist
Nizran presented a token from ITC to one of the tourism stakeholders in China during his visit .
Nizran Noordin during ITM 2023 Appreciation High Tea .
entry procedures are imperative steps . This not only encourages more visitors but also ensures their safety and convenience .
“ In line with the growing interest in experiential travel , Malaysia should also focus on developing heritage and cultural attractions in Malaysia . It ’ s a more in-depth engagement with the local community and can create a more meaningful connection between the traveller and the host country .
“ In Malaysia , we can emphasise our Mosque Tourism products , widening the Islamic tourism experiences for local and international tourists .” — R & R