Pulau Perhentian is one of the most popular attractions in Malaysia .

guidelines , and certification in this area .”

MALAYSIA MADANI AND ISLAMIC TOURISM

The introduction of Malaysia MADANI marks a significant milestone in the country ’ s vision , as Prime Minister Datuk Seri Anwar Ibrahim seeks to establish a civilised , advanced , skilled , and inclusive society .

The six core values of MADANI , namely Kemampanan ( Sustainability ), Kesejahteraan ( Prosperity ), Daya Cipta ( Innovation ), Hormat ( Respect ), Keyakinan ( Trust ) and Ihsan ( Care and Compassion ), play a pivotal role in advancing Malaysia ’ s initiatives and developments in various sectors , including the segment on Islamic tourism .

According to Firdaus , Islamic Tourism and the concept of Muslim-Friendly Tourism and Hospitality perfectly embody the concept of Malaysia MADANI .

ITC ’ s growth and operations are guided by the ITC ’ s Strategic Development Plan ( 2021-2025 ). It emphasises ITC ’ s basic guiding principles that embrace Islamic principles and teachings , international best practices , sustainability , innovation and creativity ,

integrity and transparency , trustworthy – values embody the MADANI concept .

“ These values are , in turn , reflected in ITC ’ s business conduct , product offerings and general operations such as its training courses and certification programmes which address sustainability ; care for the family , society and environment ; benchmarking against standards ; standards review ; site inspections / product audits ; innovation ; governance and integrity , etc .”

In terms of prosperity and sharing of wealth , Firdaus cited the Islamic Tourism Entrepreneurs and Leadership Seminar ( ITELS ) as an example of ITC ’ s efforts to share the opportunities in Islamic tourism and inspire entrepreneurs and small business owners to venture into this industry . Through this training , ITC provides them with information on financial schemes available , mentorship programmes , successful leadership qualities , basics of Islamic tourism , and much more .

“ ITC also develops Muslim-friendly guidelines to be adopted by industry players . Among the criteria for Muslim-Friendly certification by ITC include sustainability efforts and staff welfare ,” he added . — R & R

Kota Kinabalu City Mosque , Sabah .

MALAYSIA offers unique local experiences to tourists , including food , culture , fun activities , and daily life . Its diverse , multicultural population allows Malaysians to create amazing products and events to attract a broader tourist market .

With a significant Muslim population and the availability of halal food and prayer places , Malaysia is an ideal destination for Muslim tourists . However , it is essential not to take these advantages for granted . Instead , tourists should be provided with high assurance and benchmarking standards that ensure credibility , quality , and value .

“ This is where ITC ’ s role is valuable . ITC ’ s focus has always been to strengthen the Islamic Tourism ecosystem in Malaysia . That encompasses research , training , standards development and certification ,” said Deputy Minister of MOTAC , Khairul Firdaus Akbar Khan .

“ We work closely with ITC to facilitate their efforts in expanding the Islamic Tourism opportunities sector-wide . Currently , our licensed tourist guides are encouraged to go for the ITC Muslim-Friendly Tourist Guide ( MFTG ) training , and we also encourage all our registered accommodation operators to go for the Muslim- Friendly certification with ITC .”

MOTAC , through ITC , plans to extend the Muslim-Friendly concept to other tourism-related enterprises such as spas , medical and wellness centres , theme parks , shopping malls , and other tourism-related businesses . It is an attempt to broaden the scope of these possibilities for businesses and entrepreneurs of all levels , allowing them to benefit from the lucrative Islamic Tourism industry .

“ MOTAC will continue to support ITC in these roles , primarily through close collaboration with our MOTAC agencies , such as Tourism Malaysia . ITC must work with Tourism Malaysia to achieve the directions and goals soon .

“ Another MOTAC agency , Malaysia Convention and Exhibition Bureau ( MyCEB ), also has the opportunity to position Malaysia as a Muslim- Friendly business events destination attracting more Muslim business travellers and conferences related to the Islamic world .

“ MOTAC is committed to supporting the expansion of the Islamic tourism space in Malaysia through the efforts of ITC ,” Firdaus elaborated .