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September-October . 2024
Heritage
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Capitalising on Malaysia ’ s Islamic heritage
ACCORDING to Nur Alyssa Coraline Yussin , Director of Research & Training at the Islamic Tourism Centre ( ITC ), Malaysia has made significant strides in developing its Muslim-friendly tourism offerings by capitalising on its rich Islamic heritage and diverse culture .
“ Malaysia ’ s efforts have focused on creating an inclusive and authentic experience for Muslim travellers , integrating cultural , historical , and religious elements ,” she said .
STRENGTHENING EXISTING OFFERINGS
Alyssa mentioned that the country had implemented various initiatives , such as the Muslim Friendly Tourism & Hospitality Assurance and Recognition ( MFAR ) and the Muslim Friendly Tourist Guide ( MFTG ), to ensure that businesses cater to the specific needs of Muslim travellers . It also boasts a rich Islamic heritage , with numerous mosques , art galleries , and historical sites showcasing the country ’ s Islamic past . These sites not only serve as attractions but also as educational platforms where visitors can learn about Islamic art , architecture , and history .
“ Malaysia seamlessly integrates Islamic traditions into daily life , such as the obligation to consume halal food and to pray . It offers a wide range of halal options , from street food
Nur Alyssa Coraline Yussin
KEY STRATEGIES FOR BROADENING MUSLIM-FRIENDLY TOURISM AND HOSPITALITY ( MFTH ) APPEAL
• Inclusive Experiences : Malaysia ’ s diverse cultural and historical attractions , such as Islamic architecture , festivals , and museums , are presented with universal themes like peace , community , and artistic beauty , making them appealing to both Muslim and non-Muslim tourists .
• Promotion of Heritage Beyond Religion :
Islamic sites are promoted for their historical and architectural significance , attracting tourists interested in culture , history , and architecture . The tourism workforce is trained to respect and cater to diverse cultural backgrounds .
• Festivals and Events with Universal Appeal : Islamic festivals like Aidilfitri and Maulidur Rasul are celebrated with performances , food festivals , and community gatherings that invite participation from all , enhancing cultural understanding .
• Marketing and Branding Strategies : Malaysia ’ s tourism marketing highlights Muslim-friendly features while promoting broader cultural and natural attractions , creating dual messaging that appeals to a global audience . to upscale restaurants , making it easy for Muslim travellers to find suitable dining choices . Mosques and prayer rooms are also readily available in tourist areas , allowing Muslims to fulfil their religious obligations easily .”
Alyssa highlighted key initiatives for showcasing Islamic heritage to diverse audiences , including Islamic
Heritage Trails that connect significant sites and offer immersive educational experiences , the integration of modern technology like interactive maps and VR / AR for enhanced storytelling and virtual tours , and the promotion of Islamic culture through festivals that foster direct engagement with traditions and local communities .
PROMOTING ISLAMIC HERITAGE AND SUSTAINABILITY
Alyssa also discussed the importance of Islamic heritage in enhancing the sustainability of Malaysia ’ s tourism industry . She pointed out that promoting Islamic heritage helped reinforce and celebrate the nation ’ s cultural identity , fostering national pride and encouraging local communities to participate in preserving their cultural assets .
“ By focusing on Islamic heritage , destinations can reduce their reliance on peak tourist seasons , ensuring a more stable tourism industry . Islamic heritage tourism can also be developed with a focus on sustainability , minimising environmental impact and promoting responsible consumption .
“ This can be done in various ways , for example , among others , by developing sustainable infrastructure , such as solarpowered facilities and rainwater harvesting systems at tourism sites ; supporting hotels and accommodations that adopt eco-friendly practices such as energy-efficient lighting , water conservation , and waste reduction ; and implement strict regulations and guidelines to protect Islamic heritage sites from damage and degradation .
“ Islamic heritage tourism can also serve as a bridge for cross-cultural understanding , allowing tourists to learn about Islamic culture , history , and values . This fosters tolerance and respect , which are essential for global peace and cooperation .”
Integrating Islamic heritage into Spain ’ s tourism strategy
MARTA Fernández Martin , Director of the Spain Tourism Board , shared that effectively integrating Islamic heritage into tourism strategies requires more than just providing essentials like halal food and prayer facilities . To attract and engage both Muslim and non-Muslim visitors , destinations should add value by reviving traditions , preserving historical sites , and highlighting cultural significance while respecting Muslim travellers ’ needs .
“ Catering to Muslim travellers should not exclude non-Muslim visitors . By creating spaces for sacred practices and fostering an inclusive environment that celebrates differences , we can appeal to the diversity of visitors while showcasing our rich cultural heritage ,” said Marta .
Marta Fernández Martin
ENHANCING MUSLIM-FRIENDLY ECOSYSTEM
Spain ’ s efforts to promote its Islamic heritage are evident through various initiatives . One key example is “ Andalusia for Muslim Travelers ”, a Muslim-friendly tourism guide which highlights Muslim-friendly amenities and attractions across Andalusia . The city of Malaga has also introduced its own Halal Guide , reflecting the growing demand for culturally diverse travel options .
“ The involvement of associations such as Legado Andalusi , Instituto Halal , Fundación Las Fuentes , or Fundación de Cultura Islámica plays a crucial role in enhancing the visibility and accessibility of Spain ’ s Islamic heritage . In response to growing demand , many hotels are adopting halal standards to better accommodate Muslim guests .
“ While there are plans to be implemented and further developments needed , these combined efforts not only help preserve Spain ’ s rich cultural legacy but also attract a diverse range of tourists , thereby boosting both local economies and the national tourism industry ,” shared Marta .
EXPERIENTIAL TRAVEL PACKAGES
Spain ’ s commitment to highlighting its rich heritage is further demonstrated through a variety of experiential travel packages . These include :
• The Legado Adalusi itineraries and immersive cultural experiences such as workshops and local festivals .
• Engagement with local communities by visiting rural areas and participating in thematic tours by Muslim locals , providing authentic insights into Spanish traditions .
• Art and architecture tours feature Spain ’ s masterpieces , including the Alhambra in Granada , the historic mosque in Córdoba , and the Aljafería Palace in Zaragoza .
• Unique experiences in towns like Toledo include historical theme parks , heritage tours , and traditional Hammam wellness experiences .
MODERN TOURISM AND SUSTAINABILITY
“ Balancing the preservation of Islamic heritage with modern tourism infrastructure involves integrating contemporary techniques that support both conservation and
HIGHLIGHTS OF SPAIN ’ S TOURISM
• A total of 85 million visitors last year , with an 18.2 per cent increase in spending compared to 2019
• Significant increase in visitors from Indonesia ( over 28 per cent ) and Malaysia ( 35 per cent ) compared to 2022
• Ranked 7th among non-OIC countries in the 2023 Global Muslim Travel Index by CrescentRating and MasterCard
• The guide “ Andalusia for Muslim Travelers ” was awarded “ Halal Travel Marketing Campaign of the Year ” in May 2024 development . Advanced preservation methods are employed to prevent erosion and maintain the integrity of heritage sites ,” Marta explained .
“ Spain addresses this balance through its Sustainable Tourism Strategy , which focuses on sustainable practices that both respect cultural heritage and advance modern tourism infrastructure .”
Looking ahead , Spain ’ s long-term goals for Muslim-friendly tourism align with its overall vision of becoming the world ’ s most desired travel destination , renowned for its commitment to sustainability and exceptional offerings .
“ We aim to ensure that Muslim travellers value Spain ’ s rich cultural heritage and , at the same time , that the country is well-prepared to meet their needs in a sustainable manner . We have already implemented various initiatives and will continue to build on them by offering thematic heritage routes , creating more valuable travel packages , and showcasing hidden cultural gems throughout Spain year-round .” – RnR