March-April . 2025

Travel Agency 09

MATTA strengthens global engagement to position Malaysia as a top Muslim-friendly destination for European travellers

Dato ' Mohd Hizzat Mohd Shah representing MATTA during MOA signing with ITC .

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“ In Europe , there is also a growing Muslim market . Like many other European travellers , they seek warmer destinations , especially during winter , that are more affordable . Asia , particularly Southeast Asia , is one of the regions they are considering , with Malaysia and Indonesia standing out as Muslim-friendly destinations .”

– Nigel Wong bers , enabling them to explore new markets , particularly those related to Muslim-friendly travel . Wong added that the association is also working to foster greater understanding and

Nigel Wong , President of MATTA ,

MATTA President Nigel Wong said Malaysia was naturally recognised as a Muslim-friendly destination due to its identity , cultural heritage , and the range of attractions catering to Muslim travellers .

He noted that as a predominantly Muslim country , Malaysia holds a strategic position in the market , with tourists already acknowledging it as a key destination for Muslim-friendly experiences . Wong highlighted that factors such as halal food , cultural elements , and the overall environment make Malaysia an attractive choice for Muslim travellers .

“ The country is a Muslim nation and is well-equipped in terms of facilities and food to cater to Muslim travellers . In essence , Malaysia already benefits from strong branding when it comes to Muslimfriendly tourism .

Some areas for improvement are not necessarily related to being Muslim-friendly per se but rather to general infrastructure , such as transportation . Making the country safer , more accessible , and easier to navigate are key factors that will further strengthen Malaysia as a leading tourist destination .”

This follows previous Muslim- Friendly Tourism and Hospitality ( MFTH ) sales missions in France , Russia , and the United Kingdom , which laid the groundwork for greater engagement with European Muslim communities .

By forging connections with key religious leaders and stakeholders , the initiative aims to strengthen Malaysia ’ s position as a preferred Muslim-friendly destination . Through this collaboration , MATTA expects to replicate ITC ' s achievements in China by increasing European Muslim tourist arrivals to Malaysia .

“ ITC and MATTA are collaborating closely in many different ways , more recently with our commitment to bringing key influencers from overseas , particularly Europe , to experience Malaysia as a Muslimfriendly destination . Of course , the key outcome or objective of such collaboration is to increase the number of these tourists visiting the country ,” shared MATTA President Nigel Wong .

“ In Europe , there is also a growing Muslim market . Like many other European travellers , they seek warmer destinations , especially during winter , that are more affordable . Asia , particularly Southeast Asia , is one of the regions they are considering , with Malaysia and Indonesia standing out as Muslim-friendly destinations .

“ On that note , for the Muslim market in Europe , this will primarily be a promotional exercise to introduce European travellers to the Muslimfriendly aspect of travel and highlight why Malaysia should be their key destination in the future .”

He stated that the association actively engaged in various international platforms , including sales missions and roadshows , while also collaborating with government agencies abroad . He noted that many of these agencies have sought MATTA ’ s expertise in advising on different aspects of Muslim-friendly travel , both inbound and outbound .

As part of the Visit Malaysia 2026 ( VM2026 ) initiative , MATTA is extending this expertise to its memcollaboration between countries with significant Muslim traveller populations .

EXPANDING MFTH NETWORK

According to Wong , MATTA actively works with its members to develop itineraries , packages , and new destinations that align with the Muslim-friendly tourism segment . He highlighted that this effort was particularly significant for key markets such as Indonesia and China , both of which have large Muslim populations and are expected to emerge as substantial sources of Muslim travellers .

“ We are also engaging many of our inbound agents who have contracts with partners not only in Europe but also in Central Asia and the outskirts of Europe . In line with this , package development remains a priority . Additionally , we are collaborating with ITC , particularly in the area of sales missions .

“ MATTA organises key platforms from time to time to bring industry stakeholders together through business meetings . These meetings provide an opportunity for MATTA , alongside ITC , to promote Malaysia ’ s Muslim-friendly products , attractions , and services . These are just some of the initiatives we are working on , in addition to our ongoing plans with ITC .” – RnR