JULY-AUGUST , 2023 | 17

Naziah incorporates the elements of Arabic calligraphy into the interior design of her spa .

BY FATIHAH MANAF

FASCINATING concept in Islamic tourism has emerged that captures the interest of Muslim and non-Muslim tourists : Muslimfriendly spas . Driven by the vision to provide inclusive experiences for Muslim travellers , the Islamic Tourism Centre ( ITC ) has proactively shaped this concept of Muslim-friendly spas .

Collaborating with industry experts and stakeholders , ITC has crafted specific guidelines and requirements to ensure these spas cater to Muslim travellers ’ unique needs and preferences while offering a sanctuary for relaxation and rejuvenation .

Naziah Pir Khan , Vice President of the Association of Malaysian Spas ( AMSpa ), expressed great excitement and enthusiasm regarding developing Muslim-friendly spas in the country . She wholeheartedly embraced the concept and acknowledged its significance for the spa industry .

“ We are thrilled by this news , which everyone has eagerly anticipated . The decision made by ITC to establish the Muslim-friendly spa concept is commendable . It brings about a more positive and impactful transformation to the spa industry .

“ I cannot deny that in the past when we talked about spas , there was a negative perception due to the misuse of spas by certain irresponsible parties . So , introducing a programme like this creates awareness and closes people ’ s negative perception of spas .

Naziah shared that in the past , discussions about the negative perception surrounding spas had discouraged many people , especially youth , from pursuing a career in the industry . Parents were also

Naziah Pir Khan

hesitant to support their children ’ s aspirations in this field . However , she mentioned that introducing the Muslim-friendly spa programme was crucial in changing perceptions . It helps the public recognise the spa industry as a significant occupation and a primary source of income , mainly benefiting the local community and young individuals .

CATERING TO BOTH MUSLIMS AND NON-MUSLIMS

“ We at AMSpa are among those collaborating with ITC in developing requirements for Muslim-friendly spas . Therefore , I perceive these requirements not only as exclusive to Muslims but as an inclusive concept that caters to the needs of everyone , regardless of their faith .

“ When we consider the specifications and requirements established by ITC and industry experts , we find that they are designed to ensure comfort and convenience for Muslims and non-Muslims . They are universally suitable and aim to create a sense of ease for all individuals .

Most importantly , these standards instil confidence in our clients and consumers regarding the quality of services provided . Hence , Muslims and non-Muslims can equally indulge in the facilities and amenities offered ,” Naziah elaborated .

Despite the ever-changing trends in the industry , Naziah emphasised that the aim was not to limit the scope of Muslimfriendly spas to only Muslims . Instead , the goal is to ensure that all travellers and

Naziah ' s spa - NK Spa , is located in Tapah , Perak .

consumers , regardless of their faith , feel a sense of trust and safety when utilising these facilities at the spas .

CREATING AWARENESS OF SPAS AND WELLNESS

Naziah ’ s spa - NK Spa - is located in Tapah , Perak . While the concept of Muslimfriendly spas is relatively new , she has been implementing it earlier . Interestingly , her non-Muslim clients felt at ease when she incorporated Arabic calligraphy into her spa . They described the ambience as reminiscent of an Arab spa . Their comfort stems from the understanding that the Muslim-friendly concept emphasises cleanliness .

Naziah acknowledged that challenges were expected in the business , but they would come and go . She emphasised the need to focus on educating people who might not fully grasp the significance of spas and wellness . She stated that spa owners were selling a service and offering value .

“ Therefore , when facing economic challenges , we educate customers about the value we provide rather than abruptly lowering prices . By educating customers about the importance of wellness and emphasising the value spas offer , customers are willing to pay for that value beyond monetary considerations ,” she said .

SUPPORTING THE GOVERNMENT ’ S EFFORTS

Naziah said the government had formulated an excellent policy and plan for developing Muslim-friendly spas . However , she emphasised that the programme ’ s success would rely on practical implementation , which requires cooperation from all stakeholders .

“ All parties need to play their roles . If the government alone makes an effort , but we as Malaysians do not cooperate , this programme cannot be realised . It all comes back to education and awareness . We need to have one voice . When our voice is strong and loud , we will be heard . As a spa operator , I need to support the government ’ s efforts for my spa and convey information about this Muslim-friendly spa initiative to other spa owners .”

Naziah commented on Malaysia ’ s recognition as a Muslim-women-friendly destination : “ The mere mention of it is already remarkable . Women play a vital role in driving this initiative . What ’ s particularly noteworthy is that it ’ s not only women who will visit , but their entire families will also accompany them . Although it is considered a Muslim-women-friendly destination , the inclusivity extends to everyone . This innovative concept allows families to indulge in Muslim-friendly offerings , including Muslim-friendly spas .” — R & R