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MESSAGE FROM
Director-General Islamic Tourism Centre |
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ALHAMDULILLAH , we have witnessed an incredible year in 2024 , marked by numerous impactful programmes , activities , and events . These initiatives were aimed at supporting the Ministry of Tourism , Arts and Culture and complementing the efforts of Tourism Malaysia in welcoming international Muslim tourists to Malaysia . Our focus has been firmly rooted in the development and promotion of the Muslim-Friendly Tourism and Hospitality ( MFTH ) ecosystem , which continues to be a cornerstone of Malaysia ’ s tourism offerings . The MFTH ecosystem is built upon several key pillars , notably the Muslim-Friendly Accommodation Recognition ( MFAR ) and the Muslim-Friendly Tourist Guide ( MFTG ) programmes . These recognition initiatives play a pivotal role in instilling confidence and assurance among industry players and Muslim travelers alike . They ensure that Muslim visitors can fulfill their religious obligations with ease and comfort while traveling in Malaysia .
We adopted a proactive approach to address industry challenges , particularly in fostering participation in our recognition programmes . Awareness workshops on MFTG and MFAR were instrumental in this effort . Through these workshops , we onboarded over 40 MFAR subscribers and expanded the number of MFTG-certified guides to more than 260 . This dual-track strategy has been crucial in building a critical mass of participants in the MFTH ecosystem .
Another significant milestone in 2024 was the enhancement of public awareness about the MFAR brand . Recognising the importance of branding , we launched a four-month promotional campaign that included TV commercials and other media engagements . This effort has greatly improved brand recognition among domestic tourists and industry players , creating a foundation for greater demand and adoption of MFTH standards .
It was heartwarming to end the year with a BrandLaureate Brand of the Year Awards recognition of the MFAR programme in the category of Excellence in Islamic Tourism and Muslim- Friendly Hospitality Solutions . It is a huge honour and validates our efforts to support the industry .
As we prepare for Visit Malaysia 2026 , we are committed to further strengthening the MFTH ecosystem . One of our primary goals for 2025 is to expand the network of MFARcertified establishments by introducing an outsourced training provider model . This approach will enable us to scale up the onboarding and competency training of potential participants , alleviating resource constraints within ITC .
Furthermore , we will intensify our efforts to promote the MFTH ecosystem to both domestic and international audiences by enhancing the visibility and perceived value of the MFAR and MFTG certifications . We aim to create a ripple effect where more industry players see the necessity of embracing Muslimfriendly practices .
As we embark on this journey , I extend my heartfelt gratitude to all our stakeholders , partners , and staff for their unwavering dedication and support . Together , we can propel Malaysia ’ s position as a leading global destination for Muslimfriendly tourism .
Let us look forward to 2025 with optimism and determination , continuing to welcome the world with warmth and inclusivity .
Thank you . Nizran Noordin
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P03 NewsBites
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The true face of excellent hospitality
Islamic Tourism Centre ( ITC ) honours eight more establishments with MFAR recognition for their exceptional Muslim-friendly services and facilities
P08-09 Building trust through MFAR
Five travel agencies leading the way in catering to the faith-based need of Muslim travellers
P10-11 Harmony in diversity
Chinese New Year and Chinese-style mosques highlight Malaysia ’ s cultural and religious diversity , attracting tourism
P12
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
P14 Maximising tourism potential
Industry experts discuss key opportunities , challenges , and strategies for strengthening Malaysia- Russia tourism collaboration
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P15 Unlocking Malaysia ’ s gems
13 industry leaders and media from 10 nations explore Malaysia ’ s Muslim-friendly tourism highlights
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