July-August. 2025

06 GMTI 2025

Malaysia retains the top spot for the tenth year in the Global Muslim Travel Index 2025

The recognition was presented at the 4th Halal in Travel Awards in Singapore. Malaysia ' s success is attributed to its strong performance across several areas, including the availability of halal food, access to prayer spaces, quality accommodations that cater to Muslim needs, and a travel environment that is both safe and welcoming.

Achieving a final score of 79 out of 100, an improvement from the previous year, Malaysia stood out among 153 destinations worldwide. This accomplishment reflects the nation ' s long-term commitment to building an inclusive and sustainable Muslimfriendly tourism ecosystem.

A STRONG MESSAGE TO STAKEHOLDERS

" Our sustained achievement in GMTI reflects not only consistency but also the collective efforts of government, industry players, and tourism stakeholders. It sends a strong message to tourism leaders and industry players: Muslim-friendly tourism is no longer a niche- it ' s a thriving, evolving

Scan Me

" It highlights the importance of adopting Muslim-friendly standards and practices, enhancing Muslim-friendly hospitality offerings, and aligning with global travel expectations rooted in faithbased needs."

Nur Alyssa Coraline Yussin

market with immense potential," said Nur Alyssa Coraline Yussin, Acting Director-General of ITC.

" For the industry, it highlights the importance of adopting Muslimfriendly standards and practices, enhancing Muslim-friendly hospitality offerings, and aligning with global travel expectations rooted in

GMTI 2025 faith-based needs. In doing so, local businesses can seize new growth opportunities through innovative products and services, eventually contributing to both their success and the nation ' s economy."

As Malaysia prepares for Visit Malaysia 2026( VM2026), the recognition further strengthens its global positioning as a leader in faith-based travel. It highlights the country ' s ability to deliver quality Muslim-friendly experiences, foster strategic partnerships and attract greater inbound tourism.

A GLOBAL BENCHMARK

Alyssa attributed Malaysia ' s consistent top performance in the GMTI to strong policies, robust infrastructure, and cultural alignment with the needs of Muslim travellers. She highlighted the country ' s comprehensive Muslim-friendly ecosystem, featuring widespread halal options, prayer facilities, and a safe and welcoming environment.

She also pointed to clear national strategies, noting that Islamic tourism is embedded in the National Tourism Policy 2020 – 2030, with strong support from MOTAC and ITC through certification, training and international collaboration. Malaysia ' s inclusivity, especially for Muslim women, senior citizens and travellers with special needs, further reinforces its leadership.

" These strengths, along with sustained industry participation via MFAR and MFTG programmes, will be actively promoted in Islamic Tourism Month( ITM) 2025 and VM2026- positioning Malaysia not only as the top Muslim-friendly destination but as a global benchmark for inclusive, values-based tourism."- RnR

Strategic Industry Engagement

MOTAC, through ITC, continues to work closely with industry players and service providers via recognition programmes such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) and Muslim-Friendly Tourist Guide( MFTG). A notable example is ITC ' s partnership with the Malaysia Inbound Chinese Association( MICA), which reflects the potential of public-private collaboration in expanding the Muslim-friendly tourism sector.

Standardisation and Capacity Building

ITC ' s signature recognition programmes, MFAR and MFTG, are instrumental in ensuring consistency and service excellence nationwide, guided by welldefined standards that inspire tourist confidence. With 57 MFAR-certified businesses and 304 MFTGs in operation, these initiatives directly contribute to Malaysia ' s ability to maintain its top GMTI ranking by upholding high service standards and expanding industry participation.

International Collaboration and Visibility

Leveraging GMTI ' s emphasis on global benchmarking, ITC continues to position Malaysia as a reference centre in the Muslim-friendly tourism space. In 2024, strategic Memoranda of Understanding( MOUs) were signed with partners in Indonesia, the Kyrgyz Republic, Russia, and Uzbekistan.

Preparation for VM2026

The GMTI 2025 score of 79 reinforces Malaysia ' s strengths in areas such as Muslim-friendly travel, accessible tourism, and faith-based services. ITC will utilise this data to inform strategic promotion, enhance branding for ITM 2025, and elevate Malaysia ' s positioning in VM2026 as a genuinely inclusive, world-class Muslim-friendly destination.