March-April. 2026

06 Muslim-Friendly Tourism

European delegates explore Malaysia’ s Muslim-friendly tourism firsthand

Scan Me The delegates at Galeri Diraja Sultan Abdul Aziz.

A key initiative is the Europe Representatives Familiarisation Trip, held from 21 to 27 November, 2025, organised by the Islamic Tourism Centre( ITC) and coordinated by the Malaysian Association of Tour and Travel Agents( MATTA).

The seven-day programme brought 10 participants from five European countries- Bosnia, France, Spain, Turkiye, and the United Kingdom- to explore Malaysia’ s halal cuisine, culture, heritage, nature, and mosques.

Delegates stayed at Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR)-certified hotels and were guided by Muslim-Friendly Tourism Guides( MFTGs), experiencing the seamless integration of halal food, prayer facilities, and faith-based needs.

According to MATTA President Nigel Wong, the initiative ensures tourism efforts are both credible and impactful, reinforcing Malaysia’ s reputation as a trusted, inclusive, and globally recognised Muslim-friendly destination.

“ The most significant outcome of this familiarisation trip is the building of trust,” said Wong.

“ These respected figures from Europe are now able to speak authoritatively about Malaysia’ s authenticity as a Muslim-friendly destination through lived experience, and not merely by reading other sources or assumptions.

“ This aligns strongly with our

Nigel Wong.

Why the European Muslim Market?

strategic goal of shifting perceptions from Malaysia being seen as a regional destination to one that is globally relevant, culturally rich, and suitable for faith-conscious travellers.

“ What resonates most with the delegation is the natural integration of Muslim-friendly practices into everyday life, without segregation or exclusivity.

“ Delegations consistently highlight the ease of access to halal food and prayer facilities in public spaces, as well as the respectful coexistence of multiple cultures and faiths within one country.

“ Equally impactful is the warmth of the Malaysian people and the authenticity of our heritage, from mosque architecture and Islamic history to local traditions in Melaka and Negeri Sembilan, and how all these elements interweave to form a rich cultural tapestry. Collectively, these elements represent Malaysia as a destination that is both spiritually comfortable and culturally enriching.”- RnR

Europe as the world’ s largest tourist source market: Global international tourism expenditure reached EUR 979 billion in 2023, with Europe accounting for 53 per cent of total global spending.

Strong purchasing power supported by a robust economy: The United Kingdom and France ranked 6th and 7th, respectively, among the world’ s largest economies, according to the International Monetary Fund( 2024).

High outbound travel demand: European travellers demonstrate a strong propensity for international and long-haul travel.

Opportunities in the European Muslim Market

Large population base: Europe’ s population stands at 745.6 million, including approximately 46 million European Muslims( 2020).

Visa liberalisation: European nationals are eligible for visa-free entry to Malaysia for up to 30 days for tourism or business purposes( excluding employment or study).

Strong existing visitor flows: 1.12 million European visitors arrived in Malaysia in 2024, indicating sustained market interest.

Brand ambassadorship: Collaboration with European representatives and influencers to amplify Malaysia’ s positioning and visibility in key markets.

Global leadership positioning: Strengthening Malaysia’ s role as a global leader in Muslim-friendly tourism and hospitality.

Education tourism: Attracting European students to Malaysian institutions for short-term programmes and tertiary education.

Significant Muslim population: An estimated 46 million Muslims reside in Europe( Pew Research Centre, 2020).

Malaysia My Second Home( MM2H): Promoting long-term residency and property investment opportunities.

Comparative advantage in Muslim-friendly offerings: Muslimfriendly facilities and services are not as widely available in many European countries. Malaysia’ s well-established Muslim-friendly ecosystem presents a compelling pull factor for European Muslim travellers.

Medical tourism: Positioning Malaysia as a trusted destination for high-quality, affordable healthcare services tailored to the needs of Muslim travellers from Europe.