14 | NOVEMBER-DECEMBER . 2023

This 2026 arrival target remains consistent with the pre-pandemic figures of 26.1 million in 2019 . However , in terms of tourism receipts , Malaysia aims for a 13 per cent increase , targeting a figure higher than the RM86.1 billion achieved in 2019 .

This postponement gives tourism stakeholders additional time to prepare and enhance promotional efforts , ultimately striving to attract more tourists with greater spending .

Anwar also announced the government ’ s intention to enhance the visa-on-arrival ( VOA ) services , social visit passes , and multiple-entry visa options to promote the entry of tourists and investors , focusing on attracting individuals from India and China .

Additionally , he said the government would allocate RM350 million to enhance promotional and tourism initiatives aimed at reestablishing Malaysia as the top

global tourism destination . He specifically emphasised allocating funds to the Islamic Tourism Centre ( ITC ) to foster the development of the Muslim-friendly tourism sector in the country , aligning with Malaysia ’ s aspiration to become the premier Umrah hub in Asia .

Commenting on Islamic tourism , ITC Director-General Nizran Noordin said that while the Middle East remained a key Muslim tourist market , Malaysia also saw the potential to reach out to the Muslim population closer to home . The “ low-hanging fruit ” in this regard includes approximately 225 million Muslims resid- ing in Southeast Asia , including Indonesia , Singapore , and Brunei .

“ At the same time , we will continue to bank on the Middle East , which has been the traditional Muslim source market for Malaysia , while the country explores new markets like China ,” he added .

THE ISLAMIC Tourism Centre ( ITC ) initiated the development of seamless Muslim-Friendly Tourism and Hospitality ( MFTH ) travel packages by hosting a comprehensive ‘ Muslim-Friendly Tourism and Hospitality ( MFTH ) Awareness Workshop ’ at the Seri Pacific Hotel Kuala Lumpur on Oct 24 , 2023 .

This event was strategically designed to share with tourism industry players the essence of MFTH and the vast potential it holds , drawing participation from an impressive assembly of over 90 industry professionals , including hoteliers , tourist guides , and travel agents . The workshop was part of ITC ’ s efforts to prepare tourism industry players for Visit Malaysia Year ( VMY ) 2026 and the growing demand for travel choices by the Muslim tourist market .

“ The core objective of the MFTH awareness workshop is to cultivate a comprehensive understanding among industry professionals regarding the unique requirements of the burgeoning Muslim tourist market . This knowledge equips them to proactively cater to the evolving needs of this expanding demographic , subsequently contributing to Malaysia ’ s overall tourism success ,” said ITC Director-General Nizran Noordin .

The workshop featured an insightful briefing on Malaysia ’ s halal certification in Malaysia , delivered by the Halal Management Division of the Department of

Islamic Development Malaysia ( JAKIM ). This enlightening session delved into the significance of halal practices and how they seamlessly integrate with MFTH products and services , creating an appealing experience for Muslim travellers .

The workshop was capped off with talks on ITC ’ s recognition programmes – Muslim-Friendly Tourist Guide ( MFTG ) and Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ), which set the standards and guidelines for the industry . This was followed by a session with Tourism Malaysia , where participants were guided on developing Muslim-friendly travel packages .

THE PACIFIC Asia Travel Association ( PATA ) announced the appointment of Noor Ahmad Hamid as its new Chief Executive Officer , effective Oct 1 , 2023 . Noor ’ s appointment for a three-year term will usher in a new era for PATA as one of the world ’ s most influential industry associations dedicated to promoting responsible travel and tourism within the Pacific Asia region .

Noor , 60 , has had a distinguished 35-year career in travel and tourism , including the last 13 years specialising in the critical Meetings , Incentives , Conventions and Exhibitions ( MICE ) sector . In 1984 , he joined the Malaysia Tourism Promotion Board ( now Tourism Malaysia ) and served there for more than 16 years in the Public Relations , Marketing , Domestic Promotion and Convention departments .

PATA Chairman Peter Semone said : “ We extend a warm welcome to Noor to the PATA family . He is the right person for this job at the right time . His extensive experience in association management , particularly in the trade association sector , and his deep understanding of the Asia Pacific region make him the ideal leader for PATA in this crucial period of change and challenge .”

Noor commented : “ I am deeply humbled by this opportunity and extend my heartfelt gratitude to the PATA Chairman and Executive Board for their trust and support . I pay tribute to PATA ’ s founders and leaders , past and present , and applaud the members for their steadfast support over the years .”

IN A historic move towards fostering stronger ties and mutual collaboration , Malaysia and Uzbekistan have officially inked a Memorandum of Understanding ( MoU ) in tourism . The signing ceremony occurred on Oct 17 , 2023 , on the sidelines of the 25th Session of the UNWTO General Assembly in Samarkand , Uzbekistan . The primary objective of this MoU is to fortify and advance cooperation between the two nations in the dynamic realm of tourism . This MoU is poised to serve the common interests of both countries and significantly contribute to the socioeconomic development of their respective populations .

Under the provisions of the MoU , several critical areas of cooperation have been identified and will be developed in 10 years ( 2023-2033 ). These areas include the promotion and marketing of rich cultural and natural treasures in both Malaysia and Uzbekistan , enhancing air connectivity between significant tourism destinations , implementing exchange programmes and collaborative research to boost skills and knowledge in the tourism sector , and focusing on the promotion of

Muslim-friendly tourism .

The MoU was officially concluded by Dato Sri Tiong King Sing , Minister of Tourism , Arts and Culture ( MOTAC ), on behalf of the Government of Malaysia , and H . E . Aziz Abdukhakimov , Minister of Ecology , Environmental Protection and Climate Change , representing the Government of the Republic of Uzbekistan . This strategic partnership is a testament to the commitment of both countries toward fostering mutual understanding , cultural exchange , and economic growth through the lens of tourism . — R & R