@Halal R&R - Rest & Rehlah May/June 2024 | Page 8

08 Insights

08 Insights

May-June . 2024
Sarong draping tutorial .
Feasting on authentic local dishes .

Uncovering local culture

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

AS the Muslim-friendly tourism sector expands , the demand for diverse travel experiences among Muslim tourists is also on the rise . These travellers are now prioritising responsible and immersive travel , with sustainability as a key focus . They are exploring new destinations and seeking deeper , more meaningful engagements with their surroundings , contributing to sustainability efforts while travelling .

Haniff Travel Services Sdn Bhd is a travel agency in Negeri Sembilan that advocates sustainable tourism . It was founded by Isma Saring , better known as Lop . Lop is an inbound committee member of the Malaysian Bumiputera Association of Tour and Travel Agents ( BUMITRA ). It is an association of Malaysian Bumiputera tourism operators . Since its establishment in 1981 , BUMITRA has grown from less than 50 members to almost 600 members nationwide .
In a recent interview , Lop , as a travel agency operator , shared his insights on immersive and meaningful travel , drawing from his experiences with Haniff Travel Services .
Isma Saring ( Lop ).

1

IMMERSIVE TRAVEL
Haniff Travel Services integrates sustainability into its business practices by promoting cultural heritage . The travel agency is currently emphasising initiatives that allow tourists to engage with their destinations in a deeper and more meaningful way .
According to Lop , immersive travel provides a fresh take on exploring unfamiliar locales . It seeks experiences and interactions with the local culture rather than just sightseeing . In doing so , the agency stresses trends like deep cultural immersion and local dining experience in its travel packages .
“ We aim to provide experiences unique to Malaysia , which the tourists cannot find in their o�n countries�� e�plained Lop��
One unique experience the agency has provided is teaching tourists how to wear traditional garments ( sarongs ) like��atik�and�pelikat� Engaging in such activities allows tourists to dress like the locals as they tour the villages .
Lop also mentioned including mosque visits as part of its cultural immersion agenda . These visits allow tourists to gain insights into the community ’ s religion and culture . According to Lop , tourists often inquire about the mosque ’ s practices and significance� This leads to meaningful conversations and a deeper understanding of the local Muslim historical background .

2

MARKETABLE CREATIVITY
Lop believes creativity is vital
Learning to make traditional confections .
in developing tourism packages that highlight traditional practices . Such an approach also appeals to the younger generation .
For one , by exposing them to the preparation of traditional confections or other hands-on activities , Lop hopes to inspire young people to showcase their creativity . The goal is to transform traditional practices into engaging experiences that appeal to tourists and are marketable for tra�el agencies��
For example , Haniff Travel Services crafts travel packages that immerse tourists in the locals ’ traditional culinary practices , ensuring the preservation and transmission of Malaysia ’ s rich culinary heritage . Tourists can enjoy immersive culinary experiences ,
including traditional Malay cakes like tepung pelita and other local foods .
“ Meals are prepared using authentic ingredients and traditional methods�� stated Lop .
Lop believes experiencing traditional foods and learning how they are prepared adds depth and cultural significance to the travel experience . At the same time , including halal food in these experiences fosters cultural exchange between tourists and locals . This increases appreciation and respect for diverse culinary practices and can cultivate a more inclusive and culturally aware society .

3

PARTNERSHIP WITH LOCALS
“ Tourism is inherently linked to the community , and this goes both ways . Travel agencies ought to recognise this and focus on creating communitybased tourism . By partnering with local communities , travel agencies can organise village-based activities where tourists can learn and participate in traditional practices�� shared Lop�
“ We need to foster good relationships with local communities . It is necessary to demonstrate ho� tourism initiati�es �enefit �isitors and the locals��
Stressing community engagement , he mentioned hosting meals in villagers ’ homes so tourists can experience genuine hospitality while ensuring the active involvement of local communities . Actively involving local communities in tourism activities generates economic opportunities and this will empower them to preserve their cultural legacy . – RnR