INSIGHTS
A safe travel destination
The growth of Islamic tourism activities stimulates product innovation and diversification , entrepreneurial opportunities , and job creation
ACCORDING to the World Tourism Organisation ( UNWTO )’ s predictions for 2023 , international tourist arrivals are expected to reach between 80-95 per cent of pre-pandemic levels , depending on factors such as the economic slowdown and recovery of travel in Asia and the Pacific .
In Malaysia ’ s case , Datuk Mohd Zamri Mat Zain , Deputy Secretary-General ( Tourism sector ) of the Ministry of Tourism , Arts and Culture ( MOTAC ), said the country had implemented various strategic efforts to revive its tourism industry , which was severely impacted by the Covid-19 pandemic .
“ The result can be seen in the significant increase in the number of tourist arrivals and tourism income for the year 2022 , where it increased by 7,734 per cent to 10.07 million tourists and 11,724 per cent to RM28.23 billion , respectively , compared to 2021 .
“ Hence , in 2023 , we are optimistic about achieving higher numbers of tourist arrivals , especially with the relaxation of the country ’ s Covid-19 standard operating procedure , thus making Malaysia one of the most hassle-free countries for travellers . Malaysia hopes to receive 16.1 million tourist arrivals , generating a tourism income of RM49.2 billion for the country .”
THE TOURISM RECOVERY FRAMEWORK 2.0
Zamri said MOTAC developed the Tourism Recovery Framework 2.0 ( TRF 2.0 ) in collaboration with industry players to revitalise the tourism industry , focusing on five pillars :
Pillar 1 : Support Tourism and Cultural Businesses ’ Recovery ;
Pillar 2 : Restore Travellers ’ Confidence and Seamless Intraregional and International Travel ;
Pillar 3 : Reinvent Tourism and Cultural Products / Services to Drive Competitiveness ;
Pillar 4 : Align Tourism with Sustainability and Inclusivity ; and
Pillar 5 : Strengthening Recovery with Long- Term Resilience and Crisis Preparedness
“ Our key segments include nature and adventure , islands and beaches , diverse culture , and delicious local food . We are also placing great emphasis on community-based projects and sustainable travel .
“ What differentiates Malaysia from other destinations is that visitors can experience all these aspects in just one country . We always say that Malaysia unites all of Asia ,” he added . Tourism Malaysia aims to attract more visitors by focusing on niche tourism segments such as ecotourism , medical and wellness , and experiential travel while utilising Malaysian culture , cuisine , arts and heritage to enhance tourism experiences . It focuses on restoring travellers ’ confidence by promoting inclusive and sustainable tourism development and Malaysia as a safe travel destination .
ISLAMIC TOURISM AS A CATALYST
MOTAC acknowledges the significance of
Hence , in 2023 , we are optimistic about achieving higher numbers of tourist arrivals , especially with the relaxation of the country ’ s Covid-19 standard operating procedure , thus making Malaysia one of the most hassle-free countries for travellers . Malaysia hopes to receive 16.1 million tourist arrivals , generating a tourism income of RM49.2 billion for the country .”
– Datuk Mohd Zamri Mat Zain
Islamic tourism in augmenting Malaysia ’ s tourism industry . From Malaysia ’ s experience in actively pursuing this market since 2009 , the country has seen a steady increase in Muslim tourist arrivals .
“ In 2019 , the prospects of the Muslim tourist market showed much promise for Malaysia , as it contributed to 5.3 million international arrivals with an expenditure of
RM16.72 billion ( approximately US $ 3.8 billion ).
" In 2023 , the forecasted figures for Muslim tourist arrivals and receipts to Malaysia are expected to reach 2.5 million arrivals and RM6.3 billion in tourist receipts . With focused efforts and industry buy-in into Islamic tourism , the potential to grow the tourism industry exists .
“ We have found that the Islamic tourism ecosystem is closely connected with other tourism segments and major economic sectors . The growth of the Muslim tourist market may well sustain sectors such as banking , finance and insurance through payment gateways , digital wallets and travel insurance products created for this market .”
Additionally , he said increased Islamic tourism activities would help drive product innovation and diversification , entrepreneurial opportunities , and job creation .
THE OUTLOOK FOR THE MUSLIM TRAVEL MARKET
International Muslim tourist arrivals globally reached 160 million in 2019 . Some data indicate that Muslim tourist spending reached US $ 194 billion in 2019 .
“ In 2019 , Malaysia welcomed 26.1 million tourists to its shores , contributing to RM86.1 billion in tourist receipts . The Muslim tourist market visiting Malaysia made up approximately 20 per cent of the overall tourist arrivals and 18 per cent of the tourist receipts Malaysia received in 2019 . Top Muslim arrivals were from Southeast Asia , West Asia and South Asia ( Indonesia , Singapore , Brunei , India , Saudi Arabia , Pakistan , Thailand , Bangladesh , China and Iran ). In 2022 , Malaysia welcomed 2.12 million Muslim tourists to its shores , with tourism spending of RM5.37 billion .
" It is projected that globally , Muslim tourist arrivals will reach 140 million in 2023 and return to the 2019 level of 160 million in 2024 . The Muslim arrivals are projected to reach 230 million with an estimated expenditure of US $ 225 billion by 2028 .”
Zamri emphasised industry players should notice the expanding Muslim travel market , citing factors such as the significant size of the Muslim population , their notable contribution to travel expenditures , the potential for high profitability , and the increasing demand for sustainable and high-value products and services that cater to faith-based needs .
ATTRACTING MORE MUSLIM TRAVELLERS
“ In the development of Islamic Tourism in Malaysia , MOTAC , through its agencies , particularly Tourism Malaysia , MyCEB , and ITC , are working closely together .
“ We help to prepare industry players to be more efficient and effective in catering to this market . We can enhance industry players with the right thinking , skills and resources through our training programmes ; provide them with industry assurance and a branding tool through our guidelines and certification ; and assist them in innovating within this space through our various research on Islamic tourism .”
Zamri said Malaysia would continue to develop the Muslim-friendly travel segment by offering unique and meaningful experiences , especially in accessibility , communications and services . — R & R