January-February . 2024

Imams from China explore Malaysia ’ s Muslim-friendly tourism and hospitality offerings

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The Islamic Tourism Centre ( ITC ), in collaboration with the Malaysian Inbound Chinese Association ( MICA ), organised the ‘ China Imam Fam Trip : Discover Muslim- Friendly Malaysia ” programme targeting 35 Imams from 14 provinces in China converging in Malaysia to explore the country ’ s exciting attractions and its Muslim-friendly tourism and hospitality experiences .

This initiative , held from January 10 to 16 , 2024 , showcased Malaysia ’ s diverse tourism offerings , highlighted its array of halal cuisines , and underscored its commitment to providing Muslim-friendly hospitality .

During their stay , the Imams had the opportunity to visit Putrajaya , Kuala Lumpur , Bandar Melaka , Seremban , Port Dickson , Shah Alam and Bentong , among others , and engage with local communities , experience Malaysia ’ s renowned hospitality , and gain firsthand insights into the country ’ s unique blend of cultures .

“ China has always been among a key tourist source market for Malaysia , and the Ministry is putting in efforts to expand the opportunities here for our tourism industry . As one of the pioneering Muslim-friendly destinations , we also recognise the immense potential of the untapped Muslim market in China ,” said Minister of Tourism , Arts and Culture , Dato Sri Tiong King Sing .

ATTRACTING 1.5 MILLION MUSLIM TOURISTS FROM CHINA

In addition to the recently unveiled Malaysian visa liberalisation plans to facilitate entry for international tourists , including Chinese travellers , Tiong said the Ministry is actively working to optimise flight connectivity to promote exchanges and deepening interactions between the Muslim communities in Malaysia and China .

Through negotiations with multiple airlines , they anticipate launching a round-trip flight from Xi ’ an to Kuala Lumpur in March and a chartered flight from Urumqi to Kuala Lumpur in May or July this year , aiming to enhance connectivity between the two countries .

“ The timing of this Fam Trip is perfect , as 2024 also happens to be the 50th anniversary of diplomatic relations between China and Malaysia . Celebrating five long decades of cultural exchange and understanding , which is reflected in the itinerary of this trip . The Imams will have the opportunity to immerse themselves in Malaysian Muslims ’ culture , food and lifestyle .

“ I am confident that the efforts by ITC and MICA will be the beginning of more collaboration between industry organisations . Our industry players have the expertise , knowledge and resources to explore other areas in the growing Muslim tourism market .

“ I hope through this platform , MOTAC will able to attract 1.5 million Muslim tourists from China this year . In conjunction with the 50th anniversary of diplomatic relations between China and Malaysia , I also call upon

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these similar activities to intensify cultural exchange activities between Malaysia and China as a symbol of celebrating the close cooperation between the two countries ,” said Tiong .

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IMAMS AS MALAYSIA ’ S TRAVEL AND CULTURE AMBASSADORS

In seven days of the Fam Trip , the Imams from China were introduced to Malaysia ’ s rich cultural heritage , historical landmarks , and vibrant traditions , along with its Muslimfriendly tourism and hospitality offerings through a carefully curated itinerary .

Upon their return , the Imams were expected to share their Muslim-friendly Malaysia experience with their respective Muslim communities back home , serving as great ambassadors for Malaysia .

“ We appreciate ITC and MICA for organising this itinerary , and the positioning is very accurate . The experience is very profound , especially for the Muslims . We feel that the host ( Islamic Tourism Centre and MICA ) had considered our Muslim lifestyle ,” said Yang Xingwen , an Imam from the Chinese Muslim Cultural and Fraternal Association in Hong Kong .

“ We appreciate being on this journey for the past six days despite the schedule being a bit tight . We do hope that we have more extended time and have more experiences .”

Another Imam from Lanzhou , MaJu , mentioned that one of the exciting highlights of Malaysia is its diversity and inclusivity . During their visit , they met many friends who were not Muslims , providing them with a full spectrum of services and hospitality . They could genuinely feel the sincerity of the people they encountered — they were humble and respectful .

“ We hope that the Muslim population , distributed in more than 200 countries , regardless of whether Muslims are the majority or minority in that country , will visit