March-April . 2025

Research 13

This inclusion strengthens the spa and wellness category by ensuring alignment with industry best practices and the needs of Muslim travellers seeking facilities that adhere to Islamic principles . By incorporating scholarly insights , ITC aims to refine the MFAR checklist further , enhancing its credibility and providing greater assurance to both industry operators and Muslim tourists .

Associate Professor Dr Fazida Karim , Lecturer and Director of the Centre for Career , Technopreneurship , and Smart Networking at UniSZA , expressed her full support for the development and anticipated its positive impact on the industry .

“ As a researcher , I am happy to see that our research on Muslim-friendly spas is being incorporated into ITC ’ s MFAR guidelines for the spa and wellness category . My study is essential for Muslim-friendly spas , including halal-certified products ,” said Fazida .

“ Additionally , the parameters I examined in my research focus on the key attributes of Muslim-friendly guidelines , such as gender segregation in treatments , specific physical design elements , and so on .

“ Furthermore , my research on the Maqasid Shariah approach provides a holistic framework that ensures not only compliance with Islamic principles but also enhances consumer preference . This research will also benefit spa operators by providing them with a clear roadmap for developing their businesses in a way that caters to Muslim travellers .”

ADVANCING ISLAMIC TOURISM

Fazida believes that MFAR plays a significant role in advancing Islamic tourism by reinforcing Malaysia ’ s global reputation as a hub for halal and Muslim-friendly travel . She further

CHALLENGES AND OPPORTUNITIES IN MUSLIM-FRIENDLY SPAS

Challenges :

• Low Awareness & Industry Readiness – Many spa operators lack knowledge of Muslimfriendly practices .

• High Costs of Conversion – Transitioning from conventional to Muslim-friendly spas is costly .

• Limited Availability of Halal-Certified Spa Products – Finding suitable halal-certified products remains a challenge .

• Consumer Perception & Demand Uncertainty – Consumers lack a clear

ITC integrates academic insights to strengthen its MFAR guidelines for the spa and wellness segment

The MFAR guidelines offer a clear framework for halal spa services .

explained that MFAR was instrumental in expanding the Muslim-friendly wellness market , attracting high-spending tourists , particularly from the Middle East and Southeast Asia .

She emphasised the importance of building trust and confidence among Muslim travellers , noting that the MFAR guidelines offer a clear framework for halal spa services , ultimately strengthening consumer confidence in the industry .

“ It can also support or motivate spa operators to develop highly innovative wellness solutions that align with Islamic values . By setting clear standards and guidelines , MFAR will accelerate the growth of the Islamic wellness tourism sector . This can make Malaysia a top choice for Muslimfriendly wellness experiences while also fostering economic and industry growth .” – RnR

understanding of Muslimfriendly spa services .

Opportunities :

• Technology Integration – Digital solutions can enhance awareness and implementation .

▶ AR-Powered MFAR Training App – Provides step-by-step guidance for spa operators .

▶ Digital Twin Model – Helps visualise layouts and service flow before launch .

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Associate Professor Dr Fazida Karim

• Smart Scheduling System – Manages genderbased appointments , reducing the need for separate spaces .

• AR Spa Previews & Digital Wellness Plans – Allows customers to preview services before booking , improving confidence .

• Alignment with Malaysia ’ s Tech Agenda – Using AR and digital solutions as a unique selling point for Muslimfriendly wellness .

BEST PRACTICES FOR MUSLIM-FRIENDLY SPAS

ASSOCIATE Professor Dr Fazida binti Karim , Lecturer and Director of the Centre for Career , Technopreneurship , and Smart Networking at Universiti Sultan Zainal Abidin ( UniSZA ), shared that based on her research , several best practices should be adopted to ensure compliance with Muslim-friendly standards . These include the following :

• Halal-Certified Products : Spa operators must ensure the use of halal-certified skincare , massage oils , and beauty products to guarantee that all consumable items comply with halal standards .

• Gender Segregation & Privacy : Separate treatment areas for men and women should be implemented as a key guideline for Muslim-friendly spas . Operators should hire same-gender therapists and design private treatment rooms to maintain modesty .

• Shariah-Compliant Attire : Based on research , including interviews with the Association of Malaysian Spas ( AMSpa ), Malaysia Association of Wellness and Spa ( MAWSpa ), and other stakeholders , spa operators should enforce a proper dress code to ensure modesty and appropriate coverage .

• Prayer Facilities : Dedicated prayer spaces should be allocated within spas , even if small , and equipped with essential items such as prayer mats , qibla direction indicators , and ablution areas .

• Ethical Business Practices : Staff should be trained in Islamic ethics and hospitality to create a respectful and modest environment , preventing any practices that contradict Islamic values .

• Compliance with Maqasid Shariah : Spa operators should adhere to Maqasid Shariah principles , which prioritise physical well-being and ethical wellness practices . Compliance also involves educating customers on self-care and holistic wellness from an Islamic perspective .