The result has been overwhelming so far with its worldwide acceptance and improved understanding , which has helped raise its status as one of the fastest-growing segments in tourism .

Typically , like any other current and fast growing industry , the Muslim-Friendly Tourism and Hospitality ( MFTH ) industry comes with many challenges and issues that require elaborate understanding and detailed solutions .

Islamic Tourism Centre ( ITC ) Director- General , Datuk Dr Mohmed Razip Hasan , is passionate about handling such challenges because , according to him , this should be viewed as an economic , business and tourism strategy to attract the growing Muslim tourist market .

“ We acknowledge the challenges that lie ahead in developing this market segment . Greater awareness and understanding of the potential of the Muslim tourist market is always something that ITC strives for ,” said Mohmed Razip .

“ In doing so , we must expand our scope of learning and sharing to both industry and the public as this is important to instil the correct understanding and perception towards the MFTH segment and tourism .”

Mohmed Razip said that as a leading Muslim-Friendly Tourism destination , Malaysia has strong qualities .

“ We are hospitable and welcoming , safe and comfortable , with many exciting tourism activities and services within an Islamic frame .

“ Even with limitations , we continue in whatever way possible , mutually through collaborations and leveraging on other channels , sometimes through inspiring others to excel . Being moderate means that we can be flexible and adapt easily to challenging situations ,” he added .

OPTIMISE ITS STRENGTH AND RESOURCES

Mohmed Razip elaborated that ITC continued to optimise its strength and resources , utilising available platforms and enablers through various outreach programmes such as training , research , standards development , seminars , etc .

“ We engage with people and continue to have open and transparent conversations to address misconceptions about Muslim- Friendly Tourism and Hospitality ( MFTH ).

“ Among others , we produce e-publications and newsletters , and conduct informal discussions . They work well and allow us to relook at the corporate and business models ,” he said .

“ We acknowledge the challenges that lie ahead in developing this market segment . Greater awareness and understanding of the potential of the Muslim tourist market is always something that ITC strives for .”

– Dato ’ Dr Mohmed Razip Hasan

Mohmed Razip pointed out that despite the challenges , it was necessary to note that Islamic Tourism inspired balance , transformations and solutions in MFTH because the concept embraces the concepts of excellence , integrity , trustworthiness , cleanliness , caring , inclusivity , nurturing relationships and responsibility , among others .

All these positive values are indirectly being inculcated in organisations as they go through the process and application to be Muslim-friendly . As a result , their worldview , operations , management , leadership , administration and the policies they uphold will also be developed and guided based on these values .

“ We aim to see that these guiding principles will provide direction and solutions in developing suitable and sustainable tourism products , facilities , and services for tourists .

“ It demands transformative thinking and appropriate actions to produce the best result . And , it is capable of bringing new perspectives which promote a healthy Human Development Index consisting of excellent healthcare , education and decent standard of living ,” said Mohmed Razip adding that in ITC ’ s context this is reflected in its Corporate Strategic Plan ( 2021-2025 ) and also in National Tourism Policy ( NTP ) 2020-2030 .

Apart from the challenges , Mohmed Razip also touched on the competition Malaysia is currently facing in the MFTH industry despite being the number one most-preferred Muslim-Friendly destination since 2015 , according to the MasterCard-CrescentRating Global Muslim Travel Index report .

“ Malaysia can ’ t afford to be complacent with our current status as many other destinations , both OIC and non-OIC nations , are also actively promoting themselves as Muslim-Friendly .

In maintaining global competitiveness , we are focusing on efforts to increase revenue , secure smart international and national partnerships , empower local communities

and ensure the sustainability and resilience of the industry for future uncertainties . ITC will continue to move forward according to these strategies :

• Provide training and skills development to build a strong and diverse tourism workforce , especially in digital literacy , creativity , and leadership skills .

• Restoring tourists ’ confidence to choose Malaysia as the preferred destination by adapting to the new norm , such as emphasising hygiene , cleanliness , health safety , and compliance to standard operating procedures or SOPs through ITC ’ s standards and certification process .

• Encouraging industry players to innovate and create new tourism products and packages to appeal to the Muslim tourist market .

• Provide new information and research that gives insights into the Muslim tourist market . ITC will continue to work with higher learning institutions and research institutes to conduct research and studies on current and future trends within the Muslim tourist market . As ITC ’ s Director-General , Mohmed Razip is also aware that there is a need for MFTH to strike a balance with its conventional tourism counterpart , assuring that there ’ s no competition between traditional tourism and Muslim-Friendly tourism , highlighting on inclusivity and the ability to boast bigger options and opportunities .

“ For example , our MFAR hotels have shared that they cater to conventional and Muslim tourists . It has become a successful business model for them . This promotes Malaysia as an all-inclusive destination that is open and welcoming to bona fide tourists and travellers .

“ It benefits both tourists and industry players . For tourism industry players , catering to both markets opens up an even more significant market opportunity . Tourists visiting Malaysia will be presented with many options and offerings of how they wish to explore the country ,” he explained . — R & R