( RnR July – Aug 2025, p. 9).( RnR July – Aug 2025, p. 9).
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A REVIEW ITC 2020-2025
The Road to VM2026
MFAR / MFTG footprint continues to expand
Industry collaboration highlighted by Deputy Minister MOTAC at the 4th Halal in Travel Awards
The runway to Visit Malaysia 2026( VM2026) is clear. Keep standards tight( MFAR), keep people skilled( MFTG), keep mosques welcoming with clear protocols( MTRT / MOD), and keep telling the story with evidence( GMTI data, recognition counts, partnerships).
Two practical priorities will compound impact: first, broaden MFAR and MFTG adoption in budget and mid‐scale segments; second, publish simple planning tools( maps, itineraries, timelines) that make it effortless for trade and consumers to choose Malaysia.
Set a few visible KPIs: MFAR uptake by state and category; MFTG refreshers delivered; number of mosques onboarded with the‘ welcome kit’; and partner‐led ITM deals that convert to spend. Pair that with a content strategy that speaks to families, women travellers and accessibility needs.
Finally, lean on the voice of partners and leaders. When government, industry and communities speak with one message – safety, welcome, and faith‐aligned convenience – Malaysia’ s edge is unmistakable.
The five‐year journey captured here shows what consistency can achieve; the next step is scale. For RnR readers and trade partners, we’ ve included some highlights and quotes you can reuse in decks and deals, ensuring the story travels as widely as the travellers themselves.
“ MOTAC encourages tourism industry players to work closely with Islamic Tourism Centre( ITC), which offers expertise in strategic tourism research and market intelligence as well as providing training and capacity-building services, standards development and advisory services.”
— Dato’ Sri Tiong King Sing, MOTAC Minister— RnR Jan – Feb 2024, p. 7
Sales Mission to Tashkent and Samarkand, Uzbekistan.
References: RnR Nov – Dec 2023; RnR July – Aug 2025; RnR July – Aug 2024.