12 Insight
12 Insight
January-February . 2025
Tapping into the Chinese Muslim tourism market
MICA shares insights on the growing appeal of Malaysia for Chinese Muslim travellers and the importance of year-round promotion
MALAYSIA IS rapidly becoming a sought-after destination for Chinese Muslim tourists , many of whom are eager to visit for cultural exchange . Sharing the same religion as many Malaysians , these tourists find added comfort , which deepens their curiosity and transforms their visits into a more immersive exploration of food , culture , and hospitality . – RnR
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” CHINESE Muslim travellers truly enjoy Malaysia . Earlier this year , we hosted a group of Imams from China , and the feedback was overwhelmingly positive . Many of the Imams were fascinated by the unique architectural styles of our mosques . For instance , the mosque in Putrajaya is pink , the one in Malacca is green , and the mosque in Shah Alam is blue . They were impressed by these distinctive designs ,” said Malaysia Inbound Chinese Association ( MICA ) President Dato ’ Dr Angie Ng .
“ Chinese Muslim travellers
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CONTRARY to assumptions , Muslim tourists visiting Malaysia are ordinary tourists , not on religious pilgrimages like Hajj or Umrah . While prayer facilities are essential , this segment of the Muslim travel market primarily seeks diverse experiences , such as exploring islands , beaches , and different cultures .
“ Chinese Muslim tourists , like any other travellers , enjoy
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Cultural And Religious Comfort
also appreciate Malaysia ’ s multicultural and multiracial society . The fact that many Malaysians speak Mandarin and that there are a growing number of Chinese-speaking Muslims here adds to their comfort . Even among non- Muslims , there is a deep understanding and respect for Muslim culture , as it is an integral part of growing up in Malaysia .
“ Previously , we hadn ’ t placed much focus on promoting Malaysia to this specific market segment . However , after bringing in these groups ,
Tailored Tourism Experiences
sun , sand , and beaches . Malaysia , as a Muslim-friendly country , offers excellent facilities that cater specifically to their needs . They particularly love the islands , where we ’ ve even tailored experiences such as water sports for their enjoyment .
“ They also enjoy sampling Malaysia ’ s wide variety of halal-certified food , including hawker fare and even unique offerings at Mamak stalls , like
Year-Round Promotion Strategy
WHEN asked about MICA ’ s plans for the upcoming Chinese New Year , Angie explained that MICA does not focus solely on this period as a promotional window . Instead , the association adopts a consistent and sustainable approach , promoting travel year-round , particularly during the off-peak seasons . Seasonal campaigns tend to be less effective due to limited visitor numbers , whereas promoting during the low season appeals to a broader audience , including those who prefer to travel when prices are more affordable and crowds are smaller .
“ Peak travel periods , such as Golden Week in October , Chinese New Year , and other festival seasons , are often more expensive and primarily appeal to families with children . However , Chinese tourists including the Imams , we ’ ve seen encouraging results , highlighting the potential to further develop this niche market .”
Looking ahead , she mentioned that MICA is planning a roadshow in March 2025 . The roadshow will include visits to Qingdao , Kunming , and Chenzhou , as well as other cities and provinces with a strong Muslim presence . These roadshows are part of their efforts to strengthen ties and promote Malaysia as a key destination for Chinese Muslim travellers .
roti tissue , which is often a first-time experience for many .
“ Shopping malls are also a popular draw . Additionally , the Islamic Tourism Centre ( ITC ) has played a significant role by providing programmes like the Muslim-Friendly Tourist Guide ( MFTG ) to train and certify tourist guides , especially Mandarin-speaking ones , to serve Chinese Muslim visitors better .”
generally prefer travelling during low seasons , like July and August , which coincide with school holidays in China . “
To maximise appeal , MICA focuses on promoting Malaysia as a year-round destination , leveraging the affordability and availability of experiences during these quieter periods while ensuring Muslim-friendly services remain accessible and visible .
“ Previously , we hadn ’ t placed much focus on promoting Malaysia to this specific market segment . However , after bringing in these groups , including the Imams , we ’ ve seen encouraging results , highlighting the potential to further develop this niche market .”