September-October. 2025

18 Tourism

World Tourism Conference highlights Malaysia’ s commitment to green and responsible tourism

The conference provides a strategic platform to highlight Malaysia’ s diverse tourism assets, ranging from its rich cultural heritage and biodiversity to the renowned warmth and hospitality of its people.

The conference highlighted Malaysia’ s unique positioning as a destination that harmoniously blends modernity with tradition, while also serving as a platform to reaffirm the country’ s commitment to sustainable and responsible tourism. Malaysia has introduced a number of key policies and frameworks to drive this agenda, including the National Ecotourism Plan 2016 – 2025, the Low Carbon

Muslim-friendly Tourism and Hospitality

Malaysia’ s leadership in Muslim-Friendly Tourism and Hospitality( MFTH) reflects both global recognition and the country’ s structured efforts to strengthen the sector. Supported by the Islamic Tourism Centre( ITC), Malaysia continues to advance an ecosystem that is inclusive, sustainable, and internationally relevant.

Strong Ecosystem The MFTH ecosystem, driven by ITC and supported by Tourism Malaysia, is strengthened through standards like the Muslim- Friendly Tourism and Hospitality Assurance and Recognition( MFAR) and capacity-building initiatives.

Inclusive Participation MFTH goes beyond Muslim-majority businesses, empowering SMEs, non-Muslim operators, and diverse communities through recognition, training, and collaborations( e. g. with MICA, certified non-Muslim tourist guides).

Global Impact Malaysia is exporting its MFTH standards, such as MFAR and Muslim-Friendly Tourist Guide( MFTG), to other countries, enhancing international cooperation, economic ties, and Malaysia’ s soft power.

The view of Kuala Lumpur city centre.

Cities Framework( LCCF), and its pledge to achieve net zero greenhouse gas( GHG) emissions by 2050.

In line with these efforts, initiatives such as community-based tourism, sustainable practices in tourism facilities, and ecotourism projects are actively promoted to empower local communities and safeguard natural ecosystems. Flagship programmes such as Malaysia Homestay and Mosque Tourism further exemplify this approach, offering travellers authentic cultural experiences while contributing to heritage preservation and local economic development.- RnR

Malaysia’ s Path to Sustainable Tourism

Key Actions in Melaka, Sabah & Sarawak

Green Tourism Models- waste management, eco-certification, heritage conservation, and lowimpact tourism activities.

Responsible Infrastructure- upgrading accessibility and facilities to benefit both tourists and local communities.

Community Involvement- empowering locals to preserve culture, traditions, and biodiversity.

National Drive: 13th Malaysia Plan( RMK13)

Special Tourism Investment Zones( STIZ) in Johor, Melaka, Negeri Sembilan, Sarawak & beyond.

Focus Areas- eco-tourism, heritage & cultural tourism, green technology adoption.

Public-Private Partnerships- attracting high-value investments and fostering innovation.

Islamic Tourism’ s Role in Realising RMK13 Aspirations

Driving High Growth, High Value( HGHV) Industry Strategy

Tourism, particularly Islamic tourism, aligns with RMK13’ s goal of building an inclusive, sustainable, and high-value economy. Its ethical foundation and global appeal position Malaysia as a leader in this growth sector.

Special Tourism Investment Zones( STIZ) for Organised Growth

STIZ in Johor, Melaka, Negeri Sembilan, and Sarawak aim to attract investment while ensuring sustainable tourism development. These zones will enhance infrastructure, preserve cultural heritage, and open opportunities for Muslim-friendly tourism such as mosque tourism.

Empowering Local Communities through Community-Based Tourism

RMK13 emphasises inclusive participation, and Islamic tourism supports this through homestay programmes, guiding, and entrepreneurship. This peoplefocused approach ensures communities benefit directly from tourism while sharing their culture and values.

Strengthening Malaysia’ s Halal Ecosystem

Islamic tourism complements RMK13’ s halal industry agenda, creating synergy between halal food, hospitality, and Muslimfriendly travel. ITC’ s initiatives like MFAR and MFTG professionalise the sector, keeping Malaysia ahead globally.

Enhancing Malaysia’ s Global Branding and Soft Power

As the top-ranked destination in GMTI and a leader in the State of the Global Islamic Economy( SGIE) Report, Malaysia’ s reputation strengthens its global influence. Through ITC’ s frameworks, Malaysia also supports other nations in building Muslimfriendly offerings.

Harnessing Digital Innovation for Tourism Advancement

In line with RMK13’ s focus on the Fourth Industrial Revolution( IR4.0) and artificial intelligence( AI), Islamic tourism embraces digitalisation. ITC promotes online visibility of certified Muslimfriendly services, while future tools like AI and immersive tech will further personalise travel experiences.