September-October . 2021 | @ Halal
Islamic Tourism
21
BY FATIHAH MANAF
THE GROWTH of the Muslim travel market has seen many industry players becoming interested in this tourism segment , including the non-Muslim countries .
The Islamic Tourism Centre ( ITC ) recently held a webinar titled ‘ Understanding Muslim-friendly Tourism ’ to provide insights regarding Islamic Tourism and Muslimfriendly destinations .
The webinar aimed to highlight the potential of Islamic tourism within the Indonesia-Malaysia-Thailand Growth Triangle ( IMT-GT ) and sought to strengthen IMT-GT ’ s position as a top destination in Islamic tourism .
Datuk Wira Dr Noor Zari Hamat , the Secretary-General of Ministry of Tourism , Arts & Culture ( MOTAC ) Malaysia and the Chairman of ITC , issued the keynote address .
He highlighted that tourists would likely make more considered travel choices due to the pandemic by prioritising health and safety in their travel decisions . He urged destinations to understand the new needs of travellers and ramp up their efforts to address those needs .
He said : “ It would be beneficial for Indonesia , Malaysia , and Thailand to work together in strengthening our Muslim-Friendly Tourism and Hospitality offerings so that this triangle will be a key destination for Muslim tourists .”
The webinar featured speakers Assoc . Prof . Dr Mohd Hafiz Hanafiah , Datuk Mohd Ilyas Zainol Abidin , Fakheezah Borhan and Ahmad Faizal Iskandar .
Muslim-friendly Tourism from an academic perspective
Mohd Hafiz , Deputy Dean at Faculty of Hotel & Tourism Management of MARA University of Technology ( UiTM ), discussed Muslimfriendly tourism from the demand and supply perspectives .
He stated that Indonesia , Thailand , Japan and Taiwan have also aggressively pushed this segment of Muslim-friendly tourism . These countries have come out with halal standards and certifications to cater to the needs of Muslim travellers .
Based on his study , Hafiz stated in visiting non-Muslim countries , Muslim travellers ’ halal consumption relied heavily on their level of religiosity , how they perceive themselves as Muslims and who could influence their decision-making .
He also highlighted that Muslims mostly travel for leisure but are urged to comply with their Islamic teachings and religiosity .
“ The higher the level of religiosity , the more attitude they display towards consuming halal food ,” said Hafiz , adding tourism marketers need to understand this behaviour for them to market themselves among the core Muslim market .
He said Muslims relied heavily on other people ’ s opinions who had prior experience in visiting these non-Muslim countries .
“ The Muslim-friendly tourism strategy in Japan comprises offering Muslim-specific complementary services while maintaining Japanese local wisdom ,” explained Hafiz .
While Japan separated this Muslim-friendly tourism as a separate niche market , New Zealand did not find the need to view them as a different market as these Muslim travellers have similar leisure behaviours like other tourists .
The academician also pointed out the importance of smart applications and online presence , which would be helpful for Muslim tourists .
He said : “ Young Muslims are one of the key motors for growth in Muslim travel , and they are very attached to new technologies .”
Opportunities and strategies for non-Muslim destinations
Mohd Ilyas , the Executive Chairman of Ample Prospects Sdn Bhd , said while the world embraced the new normal , many countries were preparing to reopen their borders to welcome tourists with various offerings .
He said : “ I believe , unless and until you make new offerings , it is quite hard to attract tourists to your destination , particularly if it is a non- Muslim destination .”
Moving forward , he said the growing Muslim travel market would remain optimistic despite the pandemic . He then divided the Muslim travellers market segment into five parts : family travel , leisure travellers , business travellers , millennial Muslim travellers , and female Muslim travellers .
These groups of travellers have different needs and wants that must be catered to by the hospitality providers . He also pointed out that 36 to 40 per cent of these Muslim travellers are millennials .
Looking at the top non-OIC destinations , Mohd Ilyas believed Muslim-friendly tourism products would be here to stay .
Aside from the halal food and comfortable
Datuk Wira Dr Noor Zari Hamat
Understanding Muslim-friendly tourism and hospitality Muslim tourists seek halal standards and certification while travelling
Assoc . Prof . Dr Mohd Hafiz Hanafiah
Ahmad Faizal Iskandar .
Fakheezah Borhan
Datuk Mohd Ilyas Zainol Abidin prayer rooms , he stated that it was good to have additional products such as Muslim-friendly healthcare facilities , cosmetics , fashion , and pharmaceutical products .
“ Don ’ t forget , people will only come to your place if they can be comfortable to know that the products offered are halal ,” said Mohd Ilyas .
He then laid out some strategies that destinations can do to champion this segment of tourism , which are :
• Promoting the destinations well on social media .
• Offering appealing ambience and social media-worthy food presentations .
• Being creative in creating new products , investing in digital marketing .
• Engaging with potential clients via social media and introducing some technologies in staff training .
Muslim-friendly hospitality services standard ( MS 2610 )
“ The development of Malaysian Standard ( MS ) 2610 was initiated and started in December 2012 ,” said Fakheezah , Senior Assistant Director of Standardisation Division at Department of Standards Malaysia .
After a lengthy process , the final draft of MS was approved on Jan 6 , 2015 .
“ The general content of MS 2610 is scope , normative reference , terms and definitions , general requirements , specific requirements , legal requirements and compliance .”
In terms of scope , she explained this Malaysian Standard provides guidelines and requirements for managing tourism facilities , products and services for Muslim travellers in accommodation premises , tour packages and tourist guides . However , this Standard is not applicable for health and beauty facilities such as spa and massage or any balneotherapy facilities , products and services .
“ In terms of normative reference , there are two documents . MS 1500 , which is on halal food , and the Tourism Industry Act 1992 ( Act 482 ),” said Fakheezah .
She explained the general requirements in the MS covered the elements of quality management , and the specific requirements emphasised the accommodation , tour packages , and tour guide .
Fakheezah also highlighted that under this MS , all products and services should , in other aspects , comply with the legislation , including relevant requirements in force in Malaysia .
She then informed that MS 2610 was under revision and highlighted Malaysia ’ s participation in the Standards and Metrology Institute for Islamic Countries ( SMIIC ).
Muslim-friendly Accommodation Recognition ( MFAR )
Sharing about Sunway Group ’ s experience in Muslim-friendly tourism was Ahmad Faizal , the Director of Sales-Wholesale at Sunway City Kuala Lumpur Hotels . He said the already established Muslim-friendly environment at Sunway City helped in pursuing to get recognised as Muslim-friendly . Sunway Hotels ’ services and facilities for Muslim guests include prayer rooms , Arabic-speaking guest relation officers , wash room , bidet , qibla direction sign in the guest rooms , and a certified halal kitchen .
“ If the guests choose to pray inside their room , they can always request prayer mats ,” said Ahmad Faizal , adding that having the Muslim-friendly Accommodation Recognition ( MFAR ) by ITC is important in this segment of tourism for the hotel industry . Hoteliers can apply for the MFAR programme through ITC ' s official website . “ Once we obtained the MFAR recognition , we were able to drive more businesses into Sunway Hotels and Resorts .”
At the end of the session , Dato ’ Dr Mohmed Razip Hasan , the Director-General of ITC , highlighted the importance of strategic and applied research and capacity building in exploring the Muslim-friendly Tourism concept .