Throughout ITM 2023 , Malaysia warmly welcomed visitors , inviting them to experience the country ’ s legendary hospitality and explore its traditions , historical sites , and the coexistence of various cultures . Beyond a celebration , it created a bridge that brought together people from different backgrounds through the universal language of hospitality .

ITM 2023 achieved a significant milestone , with sales totalling approximately

RM2 million . This remarkable achievement resulted from exclusive promotions covering accommodations , travel packages , spa and wellness experiences , food and beverages , shopping , retail offers , and participation in various events , seminars , and exhibitions .

The ITM 2023 TikTok Challenge , featuring hashtags # DiscoverMFAR and # ExperienceITM2023 , was a remarkable success , garnering over one million views . It reflected the event ’ s innovative approach to engaging with the youth and reaching diverse demographics actively .

As a token of extending heartfelt gratitude to the strategic partners , sponsors and media members who have been the true champions behind the success of ITM 2023 throughout August and September , ITC hosted an exclusive Appreciation High-Tea

on Oct 16 , 2023 , at Sime Darby Convention Centre .

The event also celebrated the winners of the ITM 2023 TikTok Challenge . Out of more than 83 participants , 30 winners received prizes worth RM45,000 sponsored by Mastercard , Resorts World Cruises , Sim Leisure Group ( including Escape and Kidzania ), Lost World of Tambun , and MyBurgerLab , highlighting the creative spirit and enthusiasm of the participants .

A memorandum of understanding ( MoU ) was formalised between ITC and the Malaysian Association of Hotels Training and Education Centre ( MAHTEC ) during the high-tea event , reinforcing their commitment to collaboration and mutual growth .

This collaboration encourages members of Malaysian Association of Hotels ( MAH ) to embrace the Muslim-Friendly Tourism

and Hospitality Assurance and Recognition ( MFAR ) certification . MAHTEC will take the lead in facilitating training initiatives for accreditation .

Simultaneously , ITC ’ s role is to strengthen and equip the competency of hotels , particularly by increasing participation in MFAR training and tapping into this emerging market segment of Muslimfriendly tourism and hospitality .

ITM 2023 , which ran from Aug 21 to Sept 30 , 2023 , provided a month-long showcase of events , activities , and tourism offerings . It was open to the public , tourists , industry players , and entrepreneurs , transcending ethnicity or religion , and offered a rich tapestry of unique Islamic tourism experiences . This celebration demonstrated the cultural diversity that makes Malaysia genuinely exceptional — R & R

“ August and September have demonstrated a burgeoning demand for Muslim-friendly tourism products and hospitality . It has served as a testament to the fact that the global Muslim travel market is evolving , and Malaysia is at the forefront of meeting these evolving needs . Our commitment to providing Muslim-friendly experiences has not only elevated the profile of our nation but has also fostered cross-cultural understanding .” – Dato ’ Roslan Tan Sri Abdul Rahman during the event ,

Secretary-General of Ministry of Tourism , Arts and Culture ( MOTAC )

“ Alhamdulillah , we have concluded ITM 2023 with the Appreciation High-Tea event , where we invited all our strategic partners . It shows that the industry was happy with ITM 2023 , and the effectiveness was also evident with the success of our TikTok challenge using # DiscoverMFAR and # ExperienceITM2023 , which gained more than one million views . These are testimonies to this Muslim-friendly tourism segment ’ s growing and burgeoning needs . We hope next year ’ s edition will be bigger , with more activities and increased participation by partners and the general public .” – Nizran Noordin , Director-General ,

Islamic Tourism Centre ( ITC )

“ We at MAH are the accommodation , food , and beverage providers , and the MoU with ITC is for us to create an ecosystem for Muslim-friendly tourism and hospitality collectively . This ITM 2023 Appreciation High-Tea is a wholesome gathering as it allows us to engage with other stakeholders in the industry .”

– Datin Christina Toh , President , Malaysian Association of Hotels ( MAH )

“ We are initiating the MFAR certification process for all MAH hotels in collaboration with ITC and MAHTEC . This comprehensive four-day course covers all levels and includes certification and ratings . We aim to roll this out as quickly as possible .” – Isaac Mohan Raj , Chief Executive

Officer , Malaysian Association of Hotels ( MAH )