NOVEMBER-DECEMBER . 2023 | 09

BY KHIRTINI K KUMARAN

This achievement , since the index ’ s debut in 2015 , highlights the country ’ s remarkable success in its Islamic Tourism and Muslim-Friendly Tourism and Hospitality ( MFTH ) positioning .

At its peak in 2019 , before the pandemic , Malaysia recorded 5.3 million Muslim tourist arrivals , contributing RM16.72 billion in tourist receipts .

Malaysia Inbound Chinese Association ( MICA ) Deputy President Dr Cindy Seow said : “ From our calculation , there are about 48 million Chinese Muslims in China , making it a significant tourist market for our country .

“ China , primarily a non-religious country with less than 10 per cent of its population following various religions , has unique dynamics regarding Muslim tourism .

“ The historical Silk Roads , both land and sea , played a significant role in shaping the distribution and development of Muslim tourism and attractions in the country . What sets China apart is its combination of Islam with local customs and culture , resulting in a unique form of ethnic tourism rather than religious tourism .

“ Many Chinese Muslim tourists actively seek Muslim-friendly destinations , making places like Malaysia ideal for them .”

WHY MALAYSIA STANDS OUT

According to Cindy , when it comes to attracting Chinese Muslim tourists , Malaysia stands out as an exceptional destination that offers several unique selling points :

• Islamic Culture and History : Rich Islamic culture and historical heritage , including the National Mosque and historical buildings in Melaka .

• Beautiful Natural Scenery : Unique landscapes , tropical rainforests , rare flora and fauna , beaches , and seaside areas .

• Halal Food : Renowned for its diverse halal cuisine , which fuses Malay , Indian , and Chinese elements .

• Multicultural : A diverse and multicultural country providing rich cultural experiences .

• Language Advantages : A mix of Malay , English , and Chinese dialects widely spoken in the country . These unique offerings , she believed , make Malaysia a compelling choice for travellers seeking an enriching experience that aligns with their faith and culture .

“ Not to forget , the geographical proximity between Malaysia and China , frequent flights from various Chinese cities , highquality offerings in terms of services and facilities , and assurance of a safe and politically stable environment also helps elevate Malaysia as a top choice for Chinese Muslim travellers .”

KEY STRATEGIES FOR ATTRACTING CHINESE MUSLIM TOURISTS

The key to Malaysia attracting Chinese Muslim tourists is to inject elements of Muslim-Friendly Tourism and Hospitality into existing tourism products , services and packages . This includes :

• Halal Food and Restaurants : Offering a wide range of halal food options and ensuring compliance with halal dietary regulations while promoting local cuisine .

• Muslim-friendly Hotels and Accommodations : Providing hotel rooms with signs pointing towards Mecca , and halal menus and prayer facilities .

• Muslim-friendly Tour Packages : Develop specialised tour packages that include visits to mosques , participation in Islamic cultural activities , and experi-

The historical Silk Roads , both land and sea , played a significant role in shaping the distribution and development of Muslim tourism and attractions in China .

MICA team during Tourism Malaysia ' s sales mission to China .

encing the country ’ s natural beauty .

• Cultural and Historical Attractions : Showcasing Malaysia ’ s rich culture and history , including Islamic celebrations and promoting visits to mosques , historical buildings , and cultural heritage sites .

• Muslim-friendly Shopping : Providing halal shopping venues with products that comply with Islamic principles , such as Islamic artworks and clothing .

• Language and Services : Chinesespeaking services , signage , and information enhance communication and understanding of Chinese culture and customs . Hence , Malaysia ’ s journey to attract

Chinese Muslim tourists involves a combination of specific strategies and industry collaboration .

As such , MICA will work with the Islamic Tourism Centre ( ITC ) to develop travel packages and tourism products catering to Chinese Muslim tourists , said Cindy .

“ In fact , MICA is planning to launch several Muslim-Friendly tourism packages during the China International Travel Mart ( CITM ) on 17 November in Kunming ,” she said .

" MICA has also just completed the Muslim-Friendly Tourism and Hospitality competency training with ITC at

Dr Cindy Seow

Royale Chulan Hotel Kuala Lumpur from Nov 1 to 3 , 2023 , for 25 of our members .

“ This was to ensure competency in the tourism workforce and to develop and promote tour packages tailored to include visits to faith-based attractions and cultural experiences .

“ The second stage ( After Graduation ) is organising workshops in China to update and enhance the qualifications of travel agents and tourism products for Chinese outbound companies .

“ Next is to organise B2B activities and facilitate seminars and roadshows to China to foster collaboration and networking among industry players .”

NAVIGATING THE CHALLENGES

Cindy said while the opportunities to welcome these tourists were significant , some challenges still needed to be addressed , such as :

• Respecting and understanding cultural differences between China and Malaysia is vital because Chinese Muslim tourists bring with them their unique customs , traditions , and expectations .

• Fierce competition in the tourism industry from other destinations vying for Chinese Muslim tourists .

• Maintaining the quality of halal catering , prayer facilities , and other Muslim-friendly services . Ensuring these services meet or exceed the expectations of Chinese Muslim tourists is paramount .

• Providing fluent Chinese services , signage , and information is vital in addressing language and communication barriers .

• Balancing tourism growth with preserving the local environment and culture by prioritising sustainable development and responsible tourism practices . By addressing these challenges with innovative solutions and guided by ITC ’ s Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) standards and guidelines , Cindy believes Malaysia can establish itself as a leading destination for Chinese Muslim tourists , fostering cultural exchange and economic growth while preserving its unique heritage . — R & R