JULY-AUGUST 2022 | 07
Great potential in Muslimfriendly tourism
ITC is leading the way for industry players to become Muslim-friendly to cater to the regional Muslim tourist market
BY KHIRTINI K KUMARAN
WITH an estimated 255 million Muslims , Southeast Asia has one of the highest Muslim populations worldwide . Due to its geographic location and accessibility to Malaysia , Muslim tourists from Southeast Asia remain a key tourist market for Malaysia . In 2019 ( pre-pandemic ) and 2021
( endemic ), Malaysia saw 4,541,819 and 11,839 Muslim visitors from Southeast Asia , respectively .
Tourism , Arts and Culture Minister Dato Sri Nancy Shukri noted that tourists from neighbouring countries , Singapore , Indonesia , and the Philippines , had steadily entered Malaysia since the borders reopened on April 1 this year .
There is an enormous opportunity within the Southeast Asia region for Islamic Tourism , and the Islamic Tourism Centre of Malaysia ( ITC ) is steadfast in assisting local industry players in becoming Muslim-friendly .
According to ITC ’ s Industry Development Manager , Fitra Mohd Ali , the Southeast Asia market is the Muslim market to tap into in this region for the following reasons :
• The substantial Muslim population in Indonesia is 230 million and in Singapore is 904,800
• These countries are very close to Malaysia geographically
• Travelling accessibility between countries is suitable and convenient
• New travel products / packages for Southeast Asian tourists are available He continued : " For example , resort owners and spa operators are venturing into Muslim-friendly . These initiatives aim to rejuvenate the tourism industry among Southeast Asian tourists this entire 2022 and onwards .
“ It ’ s a great deal of opportunity to explore how to attract even more Muslim tourists through product development , service excellence , ensuring that we follow the best standards in Muslim-Friendly Tourism and Hospitality ( MFTH ).
“ And the best way is through collaborations
between hoteliers and travel agencies , Muslim-Friendly Tourist Guides ( MFTGs ), state tourism boards , and so on .
“ The more we get to know what the other is doing , then only can we see how we can fit together and work together to appeal to the Muslim tourist market .”
SHAPING INDUSTRY PLAYERS TO BECOME MUSLIM-FRIENDLY
Moving toward Malaysia ’ s post-pandemic recovery , ITC highly recommends tourism industry stakeholders take part in Islamic Tourism .
There is a vast opportunity for destinations and tourism businesses to showcase their unique product offerings to this market . And apart from hoteliers and tour operators , local product and services creators from all backgrounds can also leverage this sector and modify their offerings to better cater to the Muslim tourist market and expand their business .
ITC supports the industry by strengthening Malaysia ’ s Islamic Tourism ecosystem with standards and certification development .
“ One of our strategic partners is the Department of Standards Malaysia , whom ITC partnered with to develop MS2610 : Muslim- Friendly Hospitality Services Requirements , the country ’ s first standard for the tourism industry that caters to Muslim tourists .
“ Through recognition programmes such as the Muslim-Friendly Accommodation Recognition ( MFAR ), we are helping more tourism businesses realise that adapting their current products and services to the Muslim market isn ’ t difficult .”
“ It ’ s relatively easy , with no substantial capital investments needed , but the returns can be potentially rewarding .
“ We currently have 54 local and international hotel chains recognised as Muslim-Friendly , and the MFAR logo is the branding tool used to inform Muslim tourists that these hotels will take care of all their faithbased needs ,” explained Fitra .
ADDRESSING THE CHALLENGES
CONFRONTING ISLAMIC TOURISM DEVELOPMENT
Regarding Islamic Tourism , ITC has identified several factors that challenge its development , most notably lack of awareness .
Although many hoteliers are aware of the Muslim market , according to Fitra , few embrace the potential of incorporating halal and Muslim-friendly concepts into their services and offerings .
He continued : “ Small and Medium
Fitra Mohd Ali
Entrepreneurs ( SMEs ), on the other hand , are unaware of the financial opportunities and unsure how to establish themselves as Muslim-friendly certified businesses and services .
“ There is also a misunderstanding of the concept of halal and Muslim-friendly , and how they apply to services and offerings .”
Hence , despite being recognised as an exemplary MFTH destination internationally , ITC feels it is essential to keep local industry stakeholders well-informed on this sector and its advantages .
ITC organises multiple awareness programmes such as the Islamic Tourism Entrepreneurship and Leadership Seminar ( ITELS ) each year to engage local businesses , start-ups and fresh graduates to entice them to this sector .
The longevity of Islamic Tourism , he said , largely depends on sustainable tourism planning and management that provide lasting benefits for the industry .
“ When deciding , we must always consider the ecological , economic , and social impacts of our actions , initiatives and policies .
“ At ITC , we believe that Islamic Tourism and the MFTH concept have the potential to establish balance , make positive change , and create solutions for socio-economic prosperity .
“ ITC has consistently highlighted the importance of sustainability practices and their connection with MFTH , like in the 2021 edition of the World Islamic Tourism Conference ( WITC ), among others .
Malaysia is also not exempted from the global labour shortfall that the tourism industry is experiencing .
One of the long-term solutions that ITC has come with to overcome this issue is by collaborating with local Higher Learning Institutions ( HLAs ) to offer Islamic Tourism courses at the tertiary level to the younger generation , who will lead the sector in years to come .
“ ITC and its strategic partners , such as the Sabah Institute of Islamic Studies and Dakwah ( IPDAS ), had come with a Diploma programme in Islamic Tourism , and more HLAs have expressed their intentions to provide similar courses in their respective establishments soon .”
Regarding employment and labour shortage , Fitra believes that Islamic Tourism can be an avenue for industry players to create job opportunities for local talents .
“ With challenges come opportunities for greater things . Male spa therapists , for instance , are a hot commodity for Muslim-Friendly spas . Other Muslim-Friendly establishments like hotels hire Halal Executives to oversee their daily operations .
“ The Malaysian tourism industry is full of talented individuals , and we can create employment opportunities befitting their expertise .” — R & R