Advancing tourism with MADANI principles
The new leadership continues to place significant emphasis on Islamic tourism
BY FATIHAH MANAF
THE Ministry of Tourism , Arts and Culture Malaysia ( MOTAC ) is dedicated to driving the growth of the tourism industry by implementing various strategic initiatives . Under the new administration , MOTAC strives to ensure that Malaysia ’ s tourism sector contributes significantly to the country ’ s economy by focusing on collaborations , innovations and sustainability .
As the newly appointed Deputy Minister of MOTAC , Khairul Firdaus Akbar Khan has prioritised strengthening Malaysia ’ s tourism and cultural sector , ensuring its competitiveness and sustainability for the country ’ s socio-economic development .
“ Thus , my priorities are to strengthen our tourism and cultural products and programmes so they can appeal to the masses regarding safety , comfort and others . I seek to increase synergy and cooperation between tourism and culture industry players to make Malaysia a destination of choice and develop knowledgeable , skilled , creative and innovative human capital in the tourism and cultural sector ,” said Firdaus .
“ I also want tourism to be more accessible to all . I want Malaysians and foreigners to experience all the beauty Malaysia offers .” Recognising the adverse effects of the
Covid-19 pandemic on the industry , he highlighted some key strategies to revive tourism in Malaysia . These include staying informed about the latest tourism trends , innovating and improving tourism products and offerings , intensifying collaboration , exploring new market potentials , and enhancing communication by utilising various media platforms .
ISLAMIC TOURISM AS A CATALYST
Firdaus highlighted the potential of Islamic tourism in driving the tourism industry ’ s recovery , citing the significant global and regional Muslim tourist base with high spending patterns . He emphasised the demand for tourism experiences , products and services that align with the faith of Muslim travellers .
“ Tourism industry players may do well to cater to their needs , and going one step further , brand themselves using the Muslim-Friendly Tourism and Hospitality ( MFTH ) positioning , whether they are a hotel , product operator , destination , etc . Communications , publicity and promotions are crucial to reaching out to this market .
“ In addition , the research company CrescentRating has identified Gen Z , Millennials and women as the most influential and growing demographic within the Muslim population – this is another opportunity for Islamic tourism to grow .”
Firdaus said despite the increasing competition , industry players in Malaysia had an advantage as the country had plenty to offer to Muslim tourists with its unique culture and heritage , beautiful mosques , museums , delicious halal food , many family-friendly activities , stunning geological formations and wildlife and nature including its caves , mountains , rainforests and rivers .
“ These are all products that can be packaged for the Muslim market ,” he added .
Firdaus emphasised that Malaysia ’ s status as the top Muslim-friendly destination in the Global Muslim Travel Index since 2015 and its rank as the best-positioned country to leverage the expanding Islamic economy put it in an ideal position to offer more excellent value to Muslim tourists and consumers .
“ Through our agency , Islamic Tourism Centre ( ITC ), we are making industry players aware of these opportunities . We encourage them to plan for this strategically as they move forward with post-pandemic recovery . ITC offers training courses , research , standards ,
Tourism industry players may do well to cater to their needs , and going one step further , brand themselves using the Muslim- Friendly Tourism and Hospitality ( MFTH ) positioning , whether they are a hotel , product operator , destination , etc . Communications , publicity and promotions are crucial to reaching out to this market .”
– Khairul Firdaus Akbar Khan
Endorsing sustainability and meaningful experience
DEPUTY Minister of MOTAC , Khairul Firdaus Akbar Khan , reiterated that the principles endorsed by Malaysia MADANI aligned with the fundamental values of Islamic tourism and MFTH .
“ MFTH is about creating innovative tourism products , services and facilities that provide enjoyment , ease , comfort , and convenience to the Muslim traveller , besides complying with Shariah requirements . But that is only one aspect - the physical aspect of the MFTH concept ,” said Firdaus .
“ The other critical factor of Islamic tourism and MFTH is the promotion of values itself ; the spiritual aspect of Muslim-friendly , which includes the universal and allencompassing values such as respect , kindness , kinship , safety , welfare , responsibility , and more . These are values advocated by ITC , which we promote to tourism operators and stakeholders .
“ Islamic tourism offers a new perspective on how tourism is conducted as a business , emphasising respect for one another . This unique offering is appealing in getting more and more businesses to venture into the Islamic tourism space .”
The MADANI concept is expected to transform how tourists travel and consume tourism products significantly . They may become more conscious of the impact of their tourism spending on the local destination , its economy , community , and environment .
“ In turn , as this perspective on tourism consumption grows , it will be necessary for tourism industry players to pivot and provide these to them . We will begin to see more conscious travelling activities and the delivery of tourism experiences that are more meaningful to everyone .”