July-August. 2025
NewsBites 03
New MFAR Marketing Campaign
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HE Islamic Tourism Centre( ITC) has launched a dedicated marketing campaign aimed at increasing participation in the Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) programme among business owners and tourism industry players across Malaysia.
Targeting one of the world’ s fastest-growing travel sectors, the campaign showcases the immense potential of the Muslim-friendly market, supported by a global
ITC at MATTA Fair Penang
ON 25 May 2025, the Islamic Tourism Centre( ITC) participated in the MATTA Fair Penang 2025, held at the Setia SPICE Convention Centre, to promote Muslim-Friendly Tourism and Hospitality( MFTH) to both local and international visitors.
The Centre was joined by valued partners, including Rangkaian Hotel Seri Malaysia, Teratak Spa, GIT Travel and Tours and Yayasan Islam Pulau Pinang, whose strong support reflects the growing cooperation between public and private stakeholders in advancing MFTH nationwide.
ITC’ s participation underscores
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its continuous efforts to aid industry players in adopting MFTH standards across their products, aligning with the country’ s preparations for Visit Malaysia 2026.
The MFAR Competency Training Programme
Muslim population of over two billion. Through a series of digital posts and outreach initiatives, the campaign encourages businesses to engage with this value-driven demographic by aligning their products and services with Muslimfriendly standards.
As part of the initiative, ITC is offering a free MFAR BizReady Guidebook, which provides key market insights, industry trends, and practical strategies to help businesses enhance their readiness for the Muslim travel market.
Sales Mission To Uzbekistan
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HE Islamic Tourism Centre( ITC) took part in a week-long Sales Mission to Uzbekistan, held from 9 to 15 June 2025, to strengthen Malaysia ' s tourism ties with Central Asia and promote its expanding offerings in Muslim-Friendly Tourism and Hospitality( MFTH).
The mission, covering both Tashkent and Samarkand, brought participants for a series of seminars, site visits, and cultural exchanges, positioning Malaysia as a preferred destination for Muslim travellers.
The sales mission concluded in Tashkent on 15 June, with ITC reaffirming its commitment to expanding Malaysia’ s outreach in emerging Muslim travel markets such as Central Asia, in line with the country’ s preparations for Visit Malaysia 2026.
The MFTG Refresher Course
Th e M uslim-Fr i e n d ly Tourism and Hospitality Assurance and Recognition( MFAR) Competency Training Programme for Tourist Accommodation Premises successfully concluded at Wyndham Acmar Klang from 24 to 26 June 2025. |
Organised to strengthen industry understanding of Muslim-friendly practices, this initiative is part of ITC’ s ongoing efforts to expand MFAR adoption and encourage more tourism operators to tap into the growing Muslim traveller segment. |
ON 16 June 2025, the Islamic Tourism Centre( ITC) successfully conducted its Muslim-Friendly Tourist Guide( MFTG) Refresher Course 2025 at Sunway Velocity, Kuala Lumpur, bringing together certified MFTGs for a full-day training focused on first aid, CPR and AED procedures.
The session provided hands-on practical training in accordance with American Heart Association( AHA) standards, equipping participants with essential emergency response skills to enhance traveller safety
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and service standards within the Muslim-friendly tourism sector.
This refresher course reflects ITC’ s continued commitment to professional development and safety preparedness among its MFTG network, in line with Malaysia’ s positioning as a leader in Muslimfriendly tourism and hospitality.
Following this successful session, ITC will continue its nationwide training efforts, with the next MFTG Certification Course scheduled to take place in Miri, Sarawak, from 4 to 6 August 2025. – RnR
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