November-December. 2025

02

MESSAGE FROM

MADAM NUR ALYSSA CORALINE YUSSIN Acting Director-General, Islamic Tourism Centre

14

September 2025 marked a significant chapter for the Islamic Tourism Centre( ITC) and our partners in the Muslim-Friendly Tourism and Hospitality( MFTH) ecosystem. It was a month that connected ideas, industry, and communities— shaping a stronger foundation for Malaysia’ s leadership in Muslim-friendly tourism.

At the Halal Certification Bodies Convention, held under the Global Halal Summit, we reaffirmed Malaysia’ s commitment to trust and excellence. Our conversations centred on harmonisation, assurance, and service standards that place the guest’ s experience at the heart of everything we do. Halal and hospitality, when applied thoughtfully, ensure that every Muslim-friendly product and service carries not just compliance, but also compassion and care.

MIHAS 2025 further strengthened this connection between policy and practice. The ITC Pavilion was alive with real products, real partners, and real opportunities as we showcased businesses endorsed by ITC’ s Muslim-Friendly Tourism and Hospitality Assurance and Recognition( MFAR) programme. The exhibition floor of MIHAS became the platform to showcase Muslim-friendly Malaysia.

And all these came together beautifully at ITC’ s annual Islamic Tourism Month( ITM) 2025, an online campaign that brought the message of inclusivity and hospitality to both the local and international tourists. Events such as Keretapi Sarong and Mosque Open Day reminded us that tourism, at its best, connects people— through shared stories, culture, and values.

As we look towards Visit Malaysia 2026, our focus remains clear: to make the Malaysia experience welcoming, authentic, and trusted. Our MFAR brand stands as our traveller-facing promise— a visible mark of quality, integrity, and care.

Together with our partners across government, industry, and communities, we are building more than a tourism product— we are nurturing an ecosystem of trust, respect, and shared prosperity for all.

To our tourism industry partners who have yet to explore the growing Muslim tourist market, ITC warmly invites you to connect and collaborate with us as we prepare for a successful Visit Malaysia 2026. With more destinations around the world embracing the Muslim-friendly tourism concept, now is the time to strengthen your offerings and be part of this expanding global movement. It is truly an opportunity not to be missed.

As we close another meaningful year, I extend my heartfelt thanks to all our partners and supporters who continue to believe in ITC’ s mission. Together, we have made great strides in advancing Islamic tourism, and with your continued trust and cooperation, I am confident that we will achieve even greater milestones in the coming year, insha’ Allah.

Nur Alyssa Coraline Yussin.

P03

Ready to shine Visit Malaysia 2026 celebrates the nation’ s unity, diversity, and leadership in Muslim-friendly tourism

P04

Beyond festivities ITM 2025 features over 170 strategic partners to showcase Muslim-friendly hospitality and attractions

P05

A welcoming space Mosque Open Day allows visitors to experience Malaysia’ s mosques beyond prayer spaces

05

P06-07

A strategic direction Malaysia advances an inclusive, data-driven and globally competitive approach to tourism growth

P08

Bridging halal and tourism ITC partners with JAKIM at GhaS 2025 to showcase the synergy between MFTH and the halal economy

08

04

P09

The pinnacle of halal excellence Muslim-friendly tourism is one of the highlights at MIHAS 2025

P10-11

Huanying Lai, Malaysia! ITC and BUMITRA Malaysia host 77 influential Chinese delegates to discover Malaysia’ s best offerings

P12

A global standard Malaysia strengthens its halal credibility through SMIIC

P13

Setting new standards Malaysia leads the development of SMIIC’ s Wellness Spa Classification for the Muslim tourist market

P14

A train of unity Keretapi Sarong brings Malaysians together in a vibrant celebration of culture and harmony

09

P15

Voices from the industry From Malaysia to Argentina, industry players highlight growth, inclusivity and global collaboration