08 Strategies
08 Strategies
September-October . 2024
Building a global Islamic tourism ecosystem
INTERNATIONAL standards and certifications play a critical role in establishing a global Islamic tourism ecosystem . Islamic Tourism Centre ( ITC ) Director of the Industry Development Division Marina Muhamad said these standards provided a common framework for Muslim travellers and tourism businesses , ensuring that destinations and accommodations met specific requirements related to Islamic values and practices .
This approach enhanced the overall experience for Muslim visitors while also building trust and confidence among them , particularly those seeking Muslim-friendly travel options .
“ When there is one international standard for Muslim-friendly tourism , it is a global mark that conveys a destination ’ s commitment to Islamic tourism . This can attract more Muslim travellers and enhance the destination ’ s reputation as a Muslim-friendly destination ,” said Marina .
“ The presence of international standards and certifications significantly influences the perception of Muslim-friendly destinations . Travellers who seek Muslim-friendly accommodations , prayer facilities , and culturally sensitive
Marina Muhamad experiences are more likely to choose destinations that have been certified or recognised for their adherence to Islamic principles . This can lead to increased tourism revenue and positive word-of-mouth marketing for these destinations .”
MFAR GUIDELINES BENEFITS
Marina shared that the Muslim-Friendly Tourism and Hospitality Assurance and Recognition ( MFAR ) programme , established by ITC in 2019 , was developed with input from industry players , ensuring it respected their perspectives while incorporating elements like halal and cleanliness , sustainability , and cultural awareness .
“ Our MFAR guidelines for prayer facilities , separate hours for men and women to use common recreational facilities , and modest dress codes show respect for Muslim religious practices and make travellers feel more comfortable and at ease .
“ They also promote cultural sensitivity and understanding . This helps to create a welcoming and inclusive environment for Muslim visitors .”
Addressing the challenges faced by Malaysian tourism businesses in meeting these standards , Marina acknowledged that the lack of awareness , resources and clear guidelines had been significant hurdles .
“ To overcome these challenges , ITC is working hard to make our training accessible to as many industry players as possible . Our MFTH awareness training is very nominal , and this year , we ’ ve brought our training to different states to ensure that we reach out to as many people as possible .
“ We also partner up with tourism associations so that their members can benefit from special discounts and training arrangements . Marketing and
ECONOMIC BENEFITS OF ADHERING TO MUSLIM-FRIENDLY TOURISM STANDARDS IN MALAYSIA :
Diversification of Tourism Market
• Helped reduce reliance on traditional markets .
• Increased resilience to economic fluctuations .
Enhanced Destination Reputation
• Boosted Malaysia ’ s image as a welcoming and inclusive country .
• Attracted more Muslim travellers , leading to increased brand awareness and positive marketing .
Job Creation
• The growth of Muslim-friendly tourism has created new jobs in hospitality , tourism , and related industries .
• Contributed to economic development and reduced unemployment rates . promotions also play a key role in overcoming some challenges . For this , we engage with various media to provide awareness to industry players and also initiate demand from consumers .”
Marina stated that the MFAR guidelines managed to help travel agents meet the needs of Muslim tourists , with members of the Malaysian Inbound Chinese Association ( MICA ) being trained to create itineraries for the newly-penetrated Chinese Muslim market .
She also mentioned that the engagement with spa associations revealed that upcoming MFAR guidelines would combat negative perceptions of spa therapists , ensuring a positive and wholesome image for the wellness sector .
The evolution of Muslim-friendly tourism in the Philippines
MYRA Paz Valderrosa-Abubakar , Undersecretary of the Department of Tourism ( DOT ) Philippines , shared that the Philippines has made notable progress in becoming a Muslim-friendly destination .
“ For the second year in a row , we have been recognised as an emerging Muslimfriendly destination by no less than the leading authority in halal travel , Mastercard CrescentRating ,” Valderrosa-Abubakar stated .
MUSLIM-FRIENDLY TOURISM DEVELOPMENT
She said the country had been proactive in implementing guidelines for Muslim-friendly accommodations and has already recognised three pioneer hotels in Metro Manila . Additionally , DOT has signed a Memorandum of Understanding with Megaworld Hotels and Resorts , committing all 13 of their properties across the Philippines to become Muslim-friendly . Exciting developments include the staging of the first-ever DOT-led Muslim-friendly tourism expo , SALAAM 2024 , and the upcoming launch of an exclusive Muslim cove in Boracay Island .
When discussing the impact of adopting Muslim-friendly tourism standards , Valderrosa-Abubakar said :
Myra Paz Valderrosa- Abubakar
“ Adopting and enhancing these standards gives us a bigger chance of attracting quality visitors from our strategic markets of Brunei , Indonesia , and Malaysia .”
She noted that the Philippines was surrounded by Muslim-majority countries and emphasised the importance of providing Muslim travellers with the exceptional Filipino service they deserve .
“ It ’ s a rather significant market and tourism revenue that we are missing out on . We don ’ t even have to look that far : The Philippines is home to at least 15 million Muslims . With the passage of the Bangsamoro Organic Law and the bettering peace and security situation in Southern Philippines , more and more of our Muslim brothers and sisters are travelling out of their own provinces , and it is beneficial if all can feel the well-known national tourism standards .”
ADDRESSING THE CHALLENGES
However , according to Valderrosa-Abubakar , the country ’ s unique position as the only Catholic-majority nation in Southeast Asia creates a stigma .
“ The prevalent assumption is that there will be no initiatives in place to ensure the quality of travel for our Muslim tourists . There is a lack of awareness , which is why we take every opportunity to do promotion and capacity building , in order to really send the message that the Philippines is more than ready to receive our Muslim brothers and sisters ,” she noted .
Additionally , the lack of a centralised halal certification body due to the separation of Church and State complicates certification processes . Valderrosa-Abubakar mentioned ongoing efforts to address these issues , including discussions with legislators and plans to involve the National Com-
KEY MILESTONES IN THE PHILIPPINES ' MFTH JOURNEY
• The Farm at San Benito : A luxury wellness resort gaining traction in the Muslim market with new features , including Muslim-friendly facilities and multi-generational family services .
• Halal Tourism and Trade Expo , SALAAM : Launched by DOT to promote halal-certified and Muslim-friendly tourism products .
• Strategic Partnerships : DOT signed an MoU at the 2024 Arabian Travel Mart with Megaworld Hotels and Resorts to ensure Muslim-friendly properties .
• Promoting Halal Cuisine : The Philippine government promotes Mindanao as a halal culinary destination through events like ‘ Bismillah : An Evening of Faith , Love , and the Flavors of Mindanao ’.
• Memorandum Circular No . 2020-010 : One of the initiatives by DOT to set standards for accommodations and services catering to Muslim travellers . mission on Muslim Filipinos to streamline certification processes .
“ In line with our National Tourism Development Plan , we aim to become a powerhouse in terms of being a preferred Muslim-friendly destination in all of Asia . This means being a top-of-mind choice for our Muslim travellers , being able to provide the best of Filipino service without compromising on faith and belief .
“ We are launching a Muslim-friendly Travelogue of the Philippines this November , which will definitely help highlight the Philippines and its many efforts to be more Muslim-friendly .” – RnR