July-August . 2024

The future of Muslim-friendly tourism and hospitality with MFAR

This recognition demonstrates a profound commitment by these businesses to address the unique needs and concerns of Muslim tourists , instilling a sense of assurance and confidence in their services .

MFAR serves as a powerful branding and marketing tool , enhancing the appeal of recognised businesses to the growing Muslim tourist market .

Initially focused solely on tourist accommodation premises , the scope of MFAR has now broadened to include travel operating businesses , spa and wellness centres , medical facilities , transportation hubs , shopping centres , theme and entertainment parks , tourism products , and trade and convention centres . - RnR

DR HISHAM Sabri , Senior Lecturer and Director of the University Centre for Entrepreneurship , Universiti Sains Islam Malaysia ( USIM ), explained that the general concept of MFAR was to accommodate and provide excellent hospitality for Muslim travellers while adhering to Islamic principles and beliefs .

“ If we can maintain the quality and standard of Muslim-friendly tourism as stated in the MFAR guidelines , it would be very good . The main point here is that we need to maintain the quality of MFAR . The word ‘ maintain ’ here includes efforts from the government sector or the certifier , as well as all certificate holders . Both need to work closely to make sure that the quality is there in every aspect .”

Hisham suggested that academic research and institutions could contribute to refining MFAR guidelines by

Scan Me conducting roundtable discussions with authorities like ITC to identify issues , strengths , weaknesses , and threats in implementing Muslim-friendly tourism . The research conducted by these institutions should focus on addressing real problems in the industry , and the findings should aim to overcome these issues . He also noted the possibility of having Muslim-friendly executives and TVET programmes for

Muslim-friendly tourism in the future .

Drawing parallels to Malaysia ’ s long journey in achieving its current status with the halal certificate , Hisham said that while the path is challenging , it is possible for MFAR to reach similar success .

“ The soul of MFAR is transparency and honesty , which help boost consumer confidence in a brand . It also enhances consumer confidence through excellent services , particularly through Ikram aldhuyuf ( honouring guests ), which has become the main essence of the MFAR programme .”

DR SRI GANESH Michiel , National President of Malaysia Budget & Business Hotel Association ( MyBHA ) said obtaining MFAR certification was highlighted as a way for tourism businesses to demonstrate their Muslimfriendly credentials and attract more Muslim tourists . While some hotels may already cater to Muslim travellers , having an official accreditation can further boost confidence among potential guests . However , the cost of certification should be kept affordable to encourage wider adoption .

“ We need to consider the cost first . It is important to provide guidance and simplify the certification process because our main mission and vision is to ensure that more tourism players obtain this certification to further promote Malaysia as a Muslimfriendly destination .”

When asked why tourism players need to apply for MFAR , he said : “ Not everyone is well-equipped or fully educated about the needs of Muslim travellers . They need to be fully aware and educated on what Muslim travellers require . By taking these courses , they can gain a solid understanding , acquire good knowledge , and train their staff on what is permissible and what is not .”

Ganesh identified several

Scan Me challenges in the adoption of MFAR certification , including clearly defining what constitutes ‘ Muslimfriendly ’ for both tourism players and the general public , addressing concerns about potential misunderstandings of the term with ‘ Shariah-compliant ’ standards . He also noted the challenges of educating industry players on the requirements and keeping certification costs reasonable . He emphasised that the certification process should align with the broader goal of promoting Malaysia as a

Muslim-friendly destination rather than being perceived as a revenuegenerating exercise .