In 2022 , the country successfully surpassed its target and welcomed 10.07 million international tourists , generating RM28.2 billion in tourism receipts . Among them were 2.12 million Muslim tourists , with a total expenditure of RM5.37 billion .

This year , Malaysia aims to receive 16.1 million international tourist arrivals , contributing RM49.2 billion in tourism receipts .

“ The Muslim tourist market continues to be a substantial segment that needs closer attention . With the growing Muslim population of two billion worldwide , 110 million Muslim tourist arrivals were recorded globally in 2022 ,” said Director-General of Tourism Malaysia , Dato ’ Dr Ammar Abd Ghapar .

UNDERSTANDING THE MUSLIM TRAVEL MARKET

Ammar highlighted several emerging trends advantageous to Malaysia , a longstanding top destination for Muslim-friendly travel .

He said Muslim-friendly tourism was on the rise , with travellers increasingly seeking accommodations , cuisines , and destinations that align with Shariah or Islamic requirements .

“ Muslim tourists also show interest in wellness and health tourism , seeking spa treatments and retreats that align with Islamic principles , accessible here in

Tourism Malaysia joins turtle conservation effort in Port Dickson as part of sustainable tourism practices .

Malaysia .

“ Like the rest , Muslim tourists are also becoming more conscious of sustainable and ethical tourism , seeking products closer to nature and the community .”

Ammar pointed out that travellers frequently share their experiences and tips in today ’ s social media and technology age .

This trend makes it easy for Muslim tourists to gather information and plan their itineraries . For example , they can easily find details about the availability of halal eateries , prayer facilities , and local customs and regulations online .

“ We can see now that governments , tourism boards , and businesses worldwide are more aware of the potential of the Muslim tourist market and are getting creative in their marketing efforts to include promotions on halal services and welcoming atmospheres for Muslim tourists .

“ Hence , we have more competition to retain our reputation as the preferred Muslim-friendly destination .”

Recently recognised as the Best Muslim Women-Friendly Destination by Crescent- Rating and Mastercard at the 2023 Halal in Travel Awards , Ammar highlighted that the country offers an array of women-friendly tourism services .

It includes female tour guides , doc-

Dato ’ Dr Ammar Abd Ghapar

tors , coaches , trainers , and female-only accommodations . Malaysia also provides Muslim-friendly amenities like ladies ’ train coaches , reserved parking for solo female drivers , and designated nursing rooms .

With female-only salons , gyms , and public pools , Malaysia ensures a comfortable experience for Muslim women travellers .

“ Regarding e-hailing services , Malaysia has its first Women-Only Ride-Hailing Service , called Riding Pink . In addition , AirAsia also launched its LadiesONLY option for its e-hailing service , AirAsia Ride .”

THE YOUTH DEMOGRAPHIC MARKET

Ammar highlighted that the current youth were known to be more avid travellers than the previous generations , as they are more enticed to “ live in the moment ” rather than “ saving for rainy days ”.

“ In reaching out to this demographic , the new age media platform plays a significant role , specifically the social media platform . Tourism Malaysia is active on Facebook , Instagram , Twitter , YouTube , and TikTok to reach various age groups with different social media preferences .

“ One of our strategies to attract the younger market is promoting and highlighting social media-worthy products and experiences , for example , Instagrammable cafes and unique photo-op ( photo opportunities ) that are increasingly ubiquitous and easily found among our tourism products .

“ Tech integration is also a selling point to the younger generation . Seamless online transactions and bookings , user-friendly

mobile apps and easy access to travel information are essential for this targeted market .

“ Implementing virtual reality ( VR ) or augmented reality ( AR ) is also a big plus point for youngsters . For instance , we recently promoted Malaysia ’ s first VR water slide experience at SplashMania Water Park .”

CATERING TO DIFFERENT MARKET DEMANDS

With the increasing demand for sustainable and responsible tourism , Tourism Malaysia continues to enhance the promotion of Malaysia ’ s natural biodiversity .

This can be experienced through various national parks in the peninsula and East Malaysia and conservation centres dedicated to endemic flora and fauna .

“ Also taking the call of the National Tourism Policy 2020-2030 and the United Nations Sustainable Development Goal ( UNSDG ), we aim to place Malaysia as the Top of the Mind Ecotourism Destination of the World .

“ We are continuously working with state tourism boards and the private sector to identify and highlight the off-the-beatentrack destinations and other segments such as community-based tourism ( CBT ), agrotourism , homestays , kampungstays , and many more .

“ Catering to different market demands , Tourism Malaysia also focuses on several niche products domestic and international tourists seek . Some include shopping , diving , angling , homestay , wedding and honeymoon , golfing , and cruise .” — R & R