MARCH-APRIL 2023 | 15
HOSPITALITY
BY DANIAL FAUZI
AS more organisations acknowledge the growing trend of the Muslim market across the globe , the needs of this demographic continue to grow as well . Several foreign National Tourism Organisations ( NTOs ) have already undertaken initiatives to accommodate the Muslim demand with a Muslim-friendly travel experience .
Aside from the usual sightseeing and monument tours during travels , shopping is another critical aspect that helps scratch that travelling itch . Tourists who shop during their travels can sample the local cuisine and purchase the latest trends in fashion and cosmetics from the local shopping mall .
Shopping malls and retailers cater to customers from all walks of life . While many shoppers have no qualms with their purchases , the same cannot be said for Muslims who want to ensure the food they eat or the items they purchase are from halal sources .
However , as the Muslim market continues to gain traction , shopping malls and retailers should be incentivised to provide Muslimfriendly services and facilities to ensure a friendly shopping experience for this demographic .
ACKNOWLEDGING MUSLIM- FRIENDLY RETAILERS
Even before current Muslim-friendly trends , retailers and shopping malls already had Muslim-friendly services in mind . Ng Yih Chen , chairman of Bukit Bintang Kuala Lumpur City Centre ( BBKLCC ) Tourism Association , stated that BBKLCC shopping mall , retailers and tenants had tried accommodating the Muslim demographic .
As Bukit Bintang used to be an attraction to Middle Eastern tourists , there were efforts to improve facilities and products sold to cater to Muslim shoppers , such as halal-certified eateries , prayer facilities , Muslim fashion and cosmetics and the like .
Ng remarked that these initiatives give Muslim shoppers and travellers peace of mind whenever they dine in or purchase products . The convenience of eating at halal-certified eateries , shopping through halal retailers and providing separate changing rooms between males and females ensures that the modesty of Muslims is protected , creating an experiential environment to indulge and shop .
Other than Bukit Bintang , retailers at Sungei Wang Plaza have practised Muslim-friendly
Recognising Muslim-friendly initiatives
Relevant authorities should incentivise shopping malls to provide Muslim-friendly services and facilities
services such as beauty and hair salon , which provides Muslim-friendly zones whereby only female workers attend to female Muslim shoppers . Other retailers had also prepared separate fitting rooms for the safety and modesty of Muslim shoppers .
Ng added recognition by authorities that retailers and tenants provide Muslim-friendly facilities and services would improve the tourism status of Bukit Bintang and other local shopping malls and retailers internationally as it would attract more Muslim tourists globally .
Ng Yih Chen
Bukit Bintang street .
MUSLIM-FRIENDLY CONCEPT BEYOND MALAYSIA
Throughout the years of reading media on Muslim travellers , Ng had noticed a similar theme on why Malaysia is a preferred destination for Muslim tourists .
Malaysian hospitality provides a more relaxed Muslim lifestyle environment . In eateries and restaurants , Muslim males and females can dine together . Additionally , Muslim females donning hijab attire and the veil will not have to worry about discrimination as Malaysians are accustomed to such wear .
With no strict dress code limitations in restaurants , Muslim couples can dine in peace , a plus point for Middle Eastern tourists . Therefore , Ng remarked that when it comes to Muslimfriendly services and facilities , we should be mindful that we do not implement practices or limitations strikingly similar to what these tourists experience in their home country .
With this in mind , foreign NTOs , retailers , shopping malls and organisations can keep these aspects in view if they wish to implement Muslim-friendly services in their businesses . It could be seen as an effort for sustainable tourism as the opportunities grow while preserving the existing market .
Local retailers and shopping malls can also play their part in increasing the Muslim-friendly shopping experience by opening more local brands such as hijab stores , prayer equipment stores , and Muslim-friendly salons , opening more halal-certified eateries and even holding Muslim-attraction campaigns . — R & R
Sungei Wang Plaza Facade .