The Islamic Tourism Centre ’ s new leadership continues the strong legacy forged by predecessors in enhancing the Islamic tourism ecosystem
COVER STORY
04 | SEPTEMBER-OCTOBER . 2023
Two of ITC ' s signature recognition programmes to drive the MFTH ecosystem .
Forging ahead
The Islamic Tourism Centre ’ s new leadership continues the strong legacy forged by predecessors in enhancing the Islamic tourism ecosystem
BY FATIHAH MANAF
THE MUSLIM tourism market is poised for further expansion , building on its already significant presence . In 2022 , about 110 million Muslim travellers were recorded globally , which accounted for a significant 68 per cent of the numbers before the pandemic in 2019 .
Malaysia ’ s tourism performance in the first year after Covid-19 was also impressive . Out of the 10.07 million tourists who visited Malaysia last year , 2.21 million were Muslims , and together they spent a substantial RM5.37 billion .
The Islamic Tourism Centre ( ITC ) is dedicated to leading the further expansion of this Muslim-friendly tourism segment . Through its consultancy and advisory services , ITC aims to facilitate and accelerate the progress of the Islamic tourism ecosystem development , across industries , especially in Malaysia .
Backed with its research , standards developed , collaborative efforts with its credible partners and support from the Ministry of Tourism , Arts and Culture Malaysia ( MOTAC ), ITC was able to gather resources bridging industry players with parties with Muslim-Friendly Tourism and Hospitality ( MFTH ) interests and coming up with solutions to capitalise on this growing sector .
“ At the beginning of ITC ’ s establishment , our advisory services were centred mostly on the awareness of the importance of the Islamic tourism sector and the prospective Muslim tourist market . As we move to the next growth phase to position Malaysia as an Islamic Tourism and Umrah hub , our advisory services have evolved and become even more result-oriented ,” said ITC Director-General Nizran Noordin .
He emphasised the pivotal role of robust strategic partnerships among industry stakeholders . He highlighted how these alliances could effectively harness Malaysia ’ s strengths and resources , propelling the continued development of its Islamic tourism ecosystem and elevating the experience for Muslim tourists visiting the country .
Thus , ITC has engaged with multiple parties on this journey , including Majlis Amanah Rakyat ( MARA ), Institut Pengajian Islam dan Dakwah Sabah ( IPDAS ), INCEIF University , and Rangkaian Hotel Seri Malaysia ( RHSM ).
CONSULTANCY AND ADVISORY SERVICES
While ITC ’ s central role involves cultivating Islamic tourism in Malaysia , it also serves as a bridge , providing advisory services and fostering connections with destinations and countries that express a keen interest in Islamic tourism and MFTH .
“ Typically , ITC is connected to other destinations with the assistance of local or international Ministries and organisa-
Nizran Noordin tions . For example , MOTAC , through ITC , has a close working relationship with organisations under the OIC , Standing Committee for Economic and Commercial Cooperation ( COMCEC ) and The Statistical , Economic and Social Research and Training Centre for Islamic Countries ( SESRIC ). They are now our regular collaborators in conducting meetings and training programmes with Islamic nations interested in leveraging their Islamic tourism ecosystem to attract more Muslim visitors ,” explained Nizran .
He said ITC was also a training provider under the Ministry of Foreign Affairs Malaysia ( MOFA )’ s Malaysian Technical Cooperation Programme ( MTCP ), where it shares Malaysia ’ s development experiences on Islamic tourism with other developing nations while encouraging technical cooperation within developing countries and South-South Cooperation . Since 2009 , ITC has conducted 18 training courses , delivered through physical sessions and online platforms for MTCP .
“ ITC is always happy to entertain invitations from friends from abroad , be they governments or the industry keen to learn more about Islamic tourism and Malaysia ’ s experience with the sector . For example , in May last year , along with Tourism Malaysia , we conducted a ‘ Muslim-Friendly Malaysia ’ seminar for Turkish tourism operators wishing to get more Muslims to travel to their country .”
He outlined ITC ’ s objective to enhance Malaysia ’ s alliances and strategic partnerships with like-minded countries , facilitating the exchange of information , resources , activities , and expertise for sustainable destination growth . Some of ITC ’ s noteworthy collaborations include destinations such as Comoros , the Philippines , Taiwan , Turkiye and Uzbekistan .
DEVELOPING MALAYSIA AS UMRAH HUB
Having been recently appointed as Director-General of ITC , one of his key tasks is to assist MOTAC in realising its goal to develop Malaysia as an Umrah Hub especially for key markets with addressable Muslim population such as the South-East Asia region , China , South Korea , Japan and even Oceania . It ’ s a huge task , but one that Nizran is excited and energised to support .
“ It ’ s one of the initiatives by MOTAC to invigorate the nation ’ s tourism economy and is in line with the National Tourism Policy 2020-2030 .”
Nizran explained that Malaysia was blessed to be at the centre of Southeast Asia , where 255 million Muslims reside , and strategically located at the perfect point for a stopover for Umrah pilgrims from the region .
“ In addition to being a transit stop for Umrah pilgrims on their way to the Holy Land from their home country , Malaysia can offer Muslim-Friendly tourism packages which can lead to them enjoying the diverse tourism experiences here . This would help strengthen Malaysia ’ s position as a preferred tourist destination among Muslims globally , with economic benefits cascading down to the tourism industry players and its supply chain ,” he added .
Nizran noted that it was critical for Malaysia to embody a Muslim-friendly environment in order to position Malaysia as an Umrah Hub and that tourism industry players should all be onboard .
“ We have successfully developed comprehensive blueprints and standards for Islamic tourism and Muslim-Friendly Tourism and Hospitality ( MFTH ) in the past . We have the manpower and infrastructure to provide facilities and services that qualify Malaysia as a reliable stopover destination for Umrah pilgrims going or returning from Makkah and Madinah .”
He noted the critical factors behind this reliability were the country ’ s existing Muslim-friendly environment , established Umrah operators , price competitiveness , central location , improved connectivity , and solid government relations with the government of the Kingdom of Saudi Arabia . Additionally , JAKIM ’ s globally recognised halal logo has propelled the country ’ s growth of halal products and services .
“ Now is the perfect time for more tourism businesses to prepare themselves by getting recognised as a Muslim-Friendly tourism and hospitality product under ITC ’ s Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) and Muslim-Friendly Tourist Guide ( MFTG ) recognition ,” shared Nizran .
ITC ’ s newly-rebranded MFAR initiative now recognises not just Muslim-Friendly accommodations , but nine other business areas namely spas , travel agents , tourism products , theme parks , convention centres , transportation hubs , medical facilities , rest and service areas , and shopping malls .
A MUSLIM WOMEN-FRIENDLY DESTINATION
During Halal in Travel Awards 2023 , Malaysia was recognised as the “ Top Muslim-Friendly Destination ( OIC )” and “ Top Muslim Women-Friendly Destination ”. Nizran said to be recognised as a welcoming destination for Muslim women travellers was an honour for Malaysia as it motivates the industry to strengthen its offerings to capture this promising market .