May-June . 2024

MESSAGE FROM

As we embark on this issue of Rest & Rehlah , dedicated to sustainability , I am pleased to highlight the growing importance of Environmental , Social , and Governance ( ESG ) elements in the tourism industry . In today ’ s world , travellers seek meaningful experiences that benefit local communities , embrace the rich culture , and respect the environment . This shift towards sustainable tourism is not only beneficial for our planet but also enhances the overall travel experience by providing value to consumers and supporting local communities .

In our efforts to strengthen the Muslim-friendly tourism ecosystem , we are committed to incorporating these values as industry standards , ensuring that Malaysia ’ s tourism offerings are aligned with the principles of sustainability .

From green mosques to eco-friendly hotels , we are proud to showcase these efforts in this issue . We also feature insights from leading experts on why sustainability is an essential element in modern business . By embracing these principles , we can ensure that Malaysia remains a preferred destination for environmentally conscious travellers .

I am also proud to highlight our recent success in engaging the China Muslim tourist market through the China Imam Fam Trip held in January 2024 . This initiative exceeded our expectations , resulting in a substantial increase in interest and bookings from Chinese Muslim tourists . This achievement underscores the importance of adhering to guidelines and obtaining recognition for Muslimfriendly offerings through ITC programmes such as Muslim- Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) and Muslim-Friendly Tourist Guides ( MFTG ). I strongly encourage all industry players to apply for these recognitions , as they serve as a mark of quality and trust for Muslim travellers .

As we continue to build on these successes , I am excited to announce our upcoming event , Islamic Tourism Month ( ITM ) from 16 August to 30 September . This consumer-focused event is designed to showcase Malaysia ’ s diverse range of Muslimfriendly tourism offerings . During ITM , travellers can enjoy special promotional prices on hotel stays , spa experiences , and travel packages . Additionally , the event will highlight unique activities such as Mosque Open Day , offering both locals and tourists a chance to explore and appreciate the rich Islamic heritage of Malaysia . We invite business and tourism industry players to participate in ITM by offering special packages and discounts , thereby enhancing the overall travel experience for our guests .

Another significant event on our calendar is the 4th World Islamic Tourism Conference 2024 ( WITC ) from 12 to 13 September in Kuala Lumpur . With the theme “ Forging Connections ,” WITC aims to bring together distinguished speakers and industry leaders to share their insights on the Muslim tourist market . This conference provides an invaluable platform for businesses to learn how to leverage and grow their tourism operations by tapping into the burgeoning Muslim market . By participating in WITC , businesses can gain a deeper understanding of market trends , consumer behaviour , and innovative strategies to attract and retain Muslim travellers .

As we celebrate the 15th year of ITC ’ s establishment since 2009 , it ’ s heartwarming to see how far we have come in strengthening the Muslim-Friendly Tourism and Hospitality ecosystem in Malaysia . Retaining Malaysia in the top position of the Mastercard-CrescentRating Global Muslim Travel Index ( GMTI ) 2024 recently – for the ninth consecutive time since the report was published in 2015 – inspires us to work harder to deliver value to industry players .

Together , let us continue our journey towards excellence in Islamic tourism . By embracing these principles and working collaboratively , we can ensure that Malaysia remains a premier destination for Muslim travellers worldwide .

Thank you .

Nizran Noordin

P04 NewsBites

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P05 Muslim Travel Insights 2024

Southeast Asian destinations dominate the top spots in the Mastercard- CrescentRating Global Muslim Travel Index 2024

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Embracing eco-friendly tourism in Malaysia

Balancing environmental , community , and cultural preservation through sustainable tourism

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Practising sustainability in hospitality

Attana Hotels & Resorts ’ ‘ Sayang Earth ’ initiative shows the Group ’ s commitment to upholding the ESG principles

P08 Uncovering local culture

BUMITRA member offers immersive travel experiences to further promote Malaysia ’ s traditional heritage

P09 Heritage within reach

The Lemuni brings traditional Malay architecture and cuisine to life for everyone

P10 Opportunities for growth

RAM Group highlights sustainability , connectivity , and cultural appeal to enhance Muslim-friendly tourism

P11 A sustainable synergy

Integrating MFTH and UN SDGs for a more sustainable tourism industry

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Prioritising community and conservation

The Sultan Iskandar Mosque goes beyond its religious function to promote intercultural understanding , education and tourism

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The evolution of Masjid Temerloh Jaya

The MTTJ mosque distinguishes itself as a green Islamic tourism destination through its commitment to preserving the environment

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Malaysia ’ s Muslim-friendly appeal attracts record number of Chinese Muslim tourists

P15 The next big opportunity

Muslim-friendly tourism offers promising economic benefits that Malaysia should not overlook