MARCH-APRIL 2023 | 07
MUSLIM-FRIENDLY BORNEO
Mabul Island , Sabah .
Islamic tourism in Borneo
Sabah and Sarawak show genuine efforts to become Muslim-friendly destinations
SABAH and Sarawak , two states in East Malaysia , are known for their rich natural and cultural heritage , making them popular destinations for local and international tourists . With a growing interest in Muslim-friendly tourism , these States have been taking steps to cater to this market as they actively engage with Islamic Tourism Centre ( ITC ), discussing the development of Islamic tourism in their respective States .
Nur Alyssa Coraline Yussin , Director , Research & Training of ITC , said : “ ITC has been engaging with the Sabah and Sarawak governments , agencies and industry players for some time now . We have been overwhelmed by their keen interest in understanding the Muslim market ’ s potential and participating in the Muslim-Friendly Tourism and Hospitality ( MFTH ) space .”
She highlighted some ways ITC had supported Sabah and Sarawak in becoming premier Muslim-friendly destinations . It included conducting awareness seminars , presenting at Sabah Tourism Board ’ s Muslim-friendly Tourism & Hospitality Seminar , conducting Muslim-Friendly Tourist Guide ( MFTG ) training in Kuching with the invitation of Sarawak Tourist Guides Association , and coordinating a technical visit to mosques in Peninsular Malaysia at the request of Sarawak mosque administrators .
“ Spa operators are eager to be recognised as Muslim-friendly to combat the negative perception that the spa industry is synonymous with vice activities . Attiya Spa in Kuching and Kota Kinabalu has ensured their facilities are Muslim-friendly . In addition , Sarawak Association of Spa Reflexology & Wellness Operators ( SASPAR ) members are awaiting to be recognised as Muslim-friendly by ITC ,” she elaborated .
DIRECTING TOURISTS TO BORNEO
Intending to direct more Muslim tourists to Borneo , Sabah and Sarawak have implemented several strategies to establish themselves as leading Muslim-friendly destinations .
One of the key initiatives is positioning Sarawak as a Haj and Umrah hub for the region .
“ Sarawak government , Sarawak Tourism Board , and industry players are working together to enhance connectivity and direct flights between Sarawak and Saudi Arabia , attracting regional tourists to visit Sarawak before leaving for their haj and umrah ,” said Alyssa .
She said another strategy was to leverage Sabah and Sarawak ’ s natural and cultural gems , local customs , heritage cuisines , architecture , history , and handicrafts , presenting a unique look into the lifestyle of Muslims in these States that cannot be found elsewhere .
Currently , there are 1,141 mosques in Sabah and 462 in Sarawak .
“ Promoting Sabah and Sarawak ’ s mosques and homestays with indigenous groups is another strategy to showcase the ways of life and cross-cultural values of the States ’ multi-ethnic groups .”
CRITICAL SUCCESS FACTORS FOR THE STATES
Alyssa believes that Sabah and Sarawak have what it takes to be the ideal Muslim-friendly destinations . They offer tourists a unique travel experience due to the diversity of cultural , gastronomic , wildlife and natural assets . The States ’ proximity and direct connectivity to several countries in the region further enhance their appeal to tourists .
To further enhance their standing as
ITC ’ S PROGRAMMES IN SABAH AND SARAWAK
• Seminar Pelancongan Masjid ( Negeri Sarawak ) in Kuching , Sarawak
• Majlis PraPelancaran Pelancongan Masjid Peringkat Negeri Sarawak in Kuching , Sarawak
• Jejak Masjid ( Mosque Trail ) in Kuching , Sarawak
• Mosque Visit Guide ( MosVi ) Training Course in Kuching , Sarawak
• Muslim-Friendly Tourist Guide ( MFTG ) training in Kuching , Sarawak and Kota Kinabalu , Sabah
• Islamic Tourism Entrepreneurship and Leadership Seminar ( ITELS ) in Kuching , Sarawak
• Muslim-friendly Tourism & Hospitality Seminar ( Coorganised with Sabah Tourism Board )
• Muslim Friendly Tourism and Hospitality Accreditation and Recognition ( MFAR ) programme in Sabah and Sarawak
Sarawak traditional handicraft .
Nur Alyssa Coraline Yussin
Muslim-friendly destinations , she said Sabah and Sarawak could take additional measures such as encouraging more tourism-related businesses , including hotels , spas , travel agents , tourism products , theme parks , convention centres , transportation hubs , medical facilities , rest and service areas , and shopping malls to adopt the Muslim-Friendly Tourism and Hospitality Accreditation and Recognition ( MFAR ) programme guidelines .
“ Adding more direct flights between the States and key Muslim countries will help attract more tourists coming to Sabah and Sarawak . To establish a strong Islamic tourism ecosystem , there is also a need to encourage partnerships between the public and private sectors , including governments , associations , and educational institutions .”
ON THE RIGHT TRACK
Alyssa stated that Sabah and Sarawak could develop attractive packages for Muslim tourists . Sabah could focus on unique experiences that meet their faith-based needs , such as Muslimah diving and halal food tours . At the same time , Sarawak could highlight attractions with strong Islamic tourism history through storytelling tour packages .
“ Islamic tourism opens more doors of opportunity for the people of Sabah and Sarawak , especially those in smaller towns and rural communities , to generate income through the tourism industry .
“ ITC is glad that Sabah and Sarawak have been so open towards MFTH . They are on the right track , and with further training , standards and certifications , and product and package development , there is no doubt that they can lead the way for Islamic tourism in Malaysia .
“ ITC is developing the Muslim-Friendly Tourism and Hospitality Accreditation and Recognition ( MFAR ) programme for other sectors . Hope that this will open up opportunities for more tourism and hospitality businesses in Sabah and Sarawak to embrace MFTH ,” shared Alyssa . — R & R