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November-December . 2024
WITC 2024
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MUSLIM-FRIENDLY TRAVEL AND COMMUNITY
STANDARDS :
THE KEY TO WINNING OVER MUSLIM TOURISTS
IN AN increasingly competitive travel industry , adhering to critical standards is essential for meeting the expectations of Muslim tourists and enhancing their overall experience . The panel on “ Standards : The Key to Winning Over Muslim Tourists ” brought together experts to discuss how standards can improve the travel experiences of Muslim tourists .
The session was moderated by the director of the Industry Development of Islamic Tourism Centre ( ITC ), Marina Muhamad , who highlighted the importance of meeting Muslim cultural preferences , such as halal food , prayer facilities , modest attire , and alcohol-free environments . Some key highlights of the session were :
• Coordinator of the Andalusi Medina Network , Dr Barbara Hayat Ruiz-Benjaro , explained that building a Muslim-friendly ecosystem can be challenging in some places in North Andalusia , and that ’ s where standards serve as a crucial guide for development .
• Undersecretary of the Department of Tourism of the Philippines , Myra Paz Valderrosa-Abubakar , noted the challenges in promoting Muslim-friendly tourism in
MUSLIM-FRIENDLY TRAVEL :
LOCATED in the Setiu Wetlands , once part of the ancient Langkasuka kingdom , Terrapuri Heritage Village aims to revitalise the region ’ s cultural heritage while providing economic opportunities for local Muslim communities , particularly fishermen .
In his presentation on “ Muslim- Friendly Travel : Empowering Communities ,” owner of Terrapuri Heritage Village , Alex Lee Yun Ping , discussed the integration of local heritage and Islamic values into tourism as a means to empower communities and promote sustainability .
The project , designated as a State park in 2018 , has garnered significant support , including RM8 million from Petronas
The moderator and panellists of Standards , the Key to Winning Over Muslim Tourists session .
the predominantly Christian Philippines , with the most significant hurdle being the lack of a centralised halal certification body , which it aims to address through partnerships .
• Secretary-General of the Standards and Metrology Institute for Islamic Countries ( SMIIC ), ihsan Övut elaborated on OIC / SMIIC standards for Halal Tourism Services , stressing the need for standardised halal certification and protection of Muslimfriendly tourism .
• Chief operating officer of Sunway Hospitality Group , Alex Castaldi , praised Malaysia ’ s high standards and discussed Sunway ’ s commitment to serving Muslim guests through halal-certified facilities and sustainable practices . The session concluded with a focus on the critical role of training , certification , and sustainability in attracting Muslim tourists . Successful examples from Andalusia , the Philippines , and Malaysia highlighted the importance of global recognition of standards in promoting inclusive and high-quality Muslim-friendly travel experiences .
EMPOWERING COMMUNITIES
and RM5 million from the Ministry of Tourism , Arts , and Culture ( MOTAC ), to ensure local benefits from the area ’ s natural resources .
During the off-fishing monsoon season , the resort provides alternative income-generating activities such as cruises , clam digging , and firefly watching , supporting fishermen who can earn between RM5,000 and RM10,000 per month .
“ And every year , we start building more things to attract more tourists . A lot of our initiatives are sustainable because the locals are excellent craftsmen . We come up with places and things like the bird ’ s nests for tourists to take photos ,” said Lee .
THE HARMONY OF ISLAM AND SUSTAINABLE TOURISM
The Harmony of Islam and Sustainable Tourism panel discussion .
HARMONISING sustainability with inclusivity is essential in diverse tourism destinations . The panel discussion titled “ The Harmony of Islam and Sustainable Tourism ,” moderated by the Deputy Dean of the Faculty of Tourism & Hospitality at MARA University of Technology ( UiTM ), examined the intersection of these themes within the tourism sector .
• President of Eco-STEPS , Kingston Khoo , defined sustainable tourism as a balance among
Alex Lee Yun Ping
“ The locals are very creative ; back in 1960 , it was mentioned that there were about 3,000 songket weavers in Terengganu . This shows how creative they are . We are using this creativity to bring back their talents , allowing them to earn more income .”
Overall , Lee ’ s presentation highlighted how Muslim-friendly tourism can empower local communities , preserve heritage , and foster sustainable development , making Terrapuri Heritage Village a model for community-driven tourism . economic , social , and environmental impacts , highlighting concerns about
Scan Me the slow progress of
Sustainable Development Goals ( SDGs ) in the industry and calling for a more comprehensive approach .
• Co-founder of World Women Tourism , Dr Nisha Abu Bakar , discussed the empowerment of women in tourism , emphasising their role as key decision-makers . She noted challenges such as inadequate infrastructure and low representation in leadership roles , with only 10-17 per cent of decision-making positions occupied by women . She advocated for better data collection on women travellers and policies supporting female entrepreneurs and tour guides . The panel addressed greenwashing in tourism , with Khoo highlighting the gap between intention and action in Muslim-friendly tourism .
Meanwhile , Nisha acknowledged Malaysia ’ s progress in sustainable Muslim-friendly tourism but urged providers to educate tourists about sustainability .
The discussion concluded with a call for the tourism industry to prioritise sustainability and inclusivity , aligning with Islamic principles and global goals for a more equitable future .
THE POWER OF FOOD
THE panel discussion titled ‘ The
Power of Food ’, moderated by food and travel journalist Vincent Vichit highlighted the significant role of food in tourism , particularly halal tourism , and its ability to bridge cultures .
• The author of Recipes Are for Sharing , Datin Kalsom Taib , shared her experiences with international tourists in cooking classes , emphasising the unique experiences and educational opportunities food tourism provides regarding local culinary traditions . She suggested that travel agents incorporate handson cooking experiences to enhance engagement .
• The Tourism Malaysia Director-General , Dato ’ Manoharan Periasamy , discussed Malaysia ’ s efforts to promote its diverse food culture and halal offerings , highlighting collaborations with local food operators and successful events , such as Ramadan buffets , that attract tourists .
• The managing director of Kucina Italian Restaurant , Gero DiMaria , contributed his perspective on adapting international cuisines , particularly Italian dishes , to halal standards while maintaining authenticity . The panellists agreed on the importance of food presentation in attracting tourists , especially on social media . They concluded that food serves as a gateway to understanding cultural
The Power of Food session .
traditions , history , and values , encouraging innovative approaches to food as a tool for cultural exchange . – RnR