A GLIMPSE OF DG ’ S ONE YEAR AT ITC

Participating in the Sales Mission to China .

Nizran Noordin

With over 24 years of dynamic leadership and transformational growth experience , his diverse background in a Malaysian diversified conglomerate , investment banking , technology entrepreneurship , state government administration , and leadership of a public-listed company uniquely positions him to steer ITC towards new horizons .

Building on the foundation laid by his predecessors and the ITC team , Nizran is championing efforts to tap into the rapidly expanding Muslim-Friendly Tourism and Hospitality ( MFTH ) sector , which is projected to grow to a staggering US $ 225 billion globally by 2028 .

“ If I were to discuss my personal vision , I would reflect on my experience during the first quarter of my tenure . It was a steep learning curve , transitioning from property development and a long career in information

technology to the tourism industry . It was a steep learning curve , but having said that , it is a fun industry to be in ,” shared Nizran .

He noted that despite the challenges , the tourism sector had been very engaging . He has had numerous opportunities to interact with stakeholders , travel extensively to connect with international partners and explore potential sources of incoming tourist arrivals .

“ In the initial three months , I focused on understanding ITC ’ s products and services and identifying their unique selling propositions . I believe ITC is fortunate to have had strong predecessors and a dedicated team

that developed these valuable products and services that we find useful now .”

Nizran stated that his mandate was to expand the reach of the products to as many marketplaces as possible . It includes broadening the scope of offerings , from capacity building to increasing participation in recognition programmes like the Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) and Muslim-Friendly Tourist Guides ( MFTG ), among others .

With the team ’ s support , he noted that they had made ITC ’ s products more visible and positioned the MFTH brand as a leading industry ecosystem . Notably , in May of this year , Malaysia once again secured its position as the premier destination for Muslim travellers , marking its ninth consecutive year leading the Mastercard- CrescentRating Global Muslim Travel Index ( GMTI ).

STRATEGIC PARTNERSHIP AND INTERNATIONAL PROMOTION

During his one year at ITC , Nizran has shifted ITC ’ s focus from purely capacity building to promoting awareness in international markets through strategic partnerships . These collaborations , such as the one with the Malaysian Inbound Chinese Association ( MICA ), are crucial for extending ITC ’ s reach and enhancing Malaysia ’ s visibility as a top Muslim-friendly destination , fostering optimism about the agency ’ s future .

“ Additionally , with support from the Ministry of Tourism , Arts , and Culture , ITC has taken a lead role in developing Malaysia as an Umrah hub for Southeast Asia , East Asia , and Oceania ,” Nizran added .

By positioning Malaysia as a central hub for Umrah , ITC aims to attract a significant number of pilgrims from neighbouring regions , boosting the country ’ s tourism sector and solidifying its reputation as a Muslim-friendly destination .

INCREASING ARRIVALS AND REVENUE

To address competition and improve standing , Nizran stressed the need to increase tourist arrivals and extend the average length of stay . Strategies to achieve this include diversifying and enhancing tourism products

Engaging with the Malaysia Inbound Chinese Association ( MICA ) during the Muslim-Friendly Tourism and Hospitality ( MFTH ) Competency Training .

A photo with ITC team when Malaysia emerged as the Top Muslim-Friendly Destination of the Year ( OIC ) at Halal in Travel Awards 2024 .

Welcoming the China Imam delegates to Malaysia for the China Imam Familiarisation Trip 2024 .