@ Halal | September-October . 2024

How far have we gone for Islamic tourism ?

BY DR MOHMED RAZIP HASAN

Hence , destinations need to innovate and develop the right products , which involve two main criteria - halal foods and comfortable prayer facilities .

Due to process and supply chain complexity and rapid market and consumer behaviour change , security , safety , and governance are crucial today . Economic , geographical , sociological , and geopolitical factors affect Muslim travel . It offers big market opportunities .

The writer has chosen business tourism and events as the topic for this issue .

THE POWER OF NATIONAL EVENTS

Malaysia celebrated its 67th Independence Day ( Merdeka ) on Aug 31 , with the theme : Jiwa Merdeka . The celebration can be developed and packaged as a tourism product to showcase Malaysia as a respectable nation , along with its sovereignty , trust , peace and harmony , and unity in diversity .

Islamic tourism development and promotion can benefit from it . Tourism Malaysia formerly used this huge event to invite foreign journalists , travel operators , meeting planners , and influencers under the Malaysia Mega Familiarisation travel Programme . The guests explored Malaysia after the event .

It was stunning when media wrote articles and made documentaries and product and tour managers offered fresh Malaysia tour packages for their audiences . This strategy can still be successful , but the substance and mechanics may alter with the context and technology .

POWER OF PR EVENTS

Recently , Chef Khairul Aming , aka KA , hosted Christopher Luxon , Prime Minister of New Zealand , who was on a three-day visit . In his restaurant – Hidang – Selera Kampung Selera Kita , he showcased Malaysian signature dishes such as nasi lemak , roti jala , kuih-muih and popular teh tarik and ais kacang .

KA made his name in New Zealand through a popular cooking series on Xplatform . KA also discussed with Luxon about tourism exchange , halal meat , nature conservation and potential SMEs exchange .

Tourism Malaysia , via its office in Auckland , MATRADE , and HDC , should collectively leverage this for NZ halal businesses and Islamic Tourism potentials . Making KA a Gastronomy Tourism Ambassador for Malaysia is worth consideration .

POWER OF BUSINESS EVENTS

Several business events related to Islamic tourism and the halal industry have been held recently .

• Tourism Industry Awards ( TIA ) 2024 : This was held on Jul 26 by Malaysia International Tourism Development Association ( MiTDA ) and Santai Travel magazine to recognise tourism industry players . The Best Muslim Friendly Hotel 2024 was awarded to Mardhiyyah Hotel and Suites , Shah Alam , Platinum Category MFAR Hotel and Best Convention and Exhibition Centre to World Trade Centre KL ( WTCKL ), and other prestigious awards to Sunway Hotels & Resorts Group , Attana Hotels Group - Perdana KLCC &

Chef Khairul Aming with Christopher Luxon .

Perdana Kota Baru - as Muslim-friendly properties .

• Asia Islamic Tourism & Trade EXPO Conference & Exhibition ( AITEX ) and World Islamic Tourism & Trade Awards ( WITA ) 2024 : These were organised by the Malaysian Tourism Agency Association ( MATA ) on Aug 23-26 . I was a speaker and touched on understanding Islamic tourism . The participants were from ASEAN ,

Balkan , North Africa and West Asia . The resolution passed by the conference to upgrade the AITEX to WITEX beginning 2025 .

It is interesting to learn that the two abovementioned events were initiated by the private sector / NGO . This is a new trend and should be encouraged and supported as it is already practised at regional and international levels .

• 4th World Islamic Tourism Conference ( WITC ): This is organised by the Islamic Tourism Centre ( ITC ) of the Ministry of Tourism , Arts and Culture on Sep 12-13 . The conference has lined up prominent local and international speakers .

• World Halal Business Conference 2024 : This is staged by the Halal Development Corporation Berhad ( HDC ), an agency under the Ministry of Investment , Trade , and Industry ( MITI ), on Sep 17 at MITEC , KL , alongside MIHAS - highlighting thought leadership session on Building A Sustainable Future Through Halal Economy .

• Malaysia International Halal Showcase ( MIHAS ): Organised by MATRADE on Sep 17-20 at MITEC , it promotes new products , services and collaborations . Muslim-friendly travel is one of the components that support the theme and focus of this year ’ s MIHAS – Globalising Halal Innovations and Sustainability .

CONCLUSION

The primary objective of these international business events is to promote the Islamic economy through halal industry and Islamic tourism . The size of the exhibition and conference , topics of discussion and participants and delegates are far bigger in investment and critical as they involve G2G , B2B . B2C categories . This reflects the trillion dollars of halal business and its dynamic in months and years to come .

Similarly , they should also create impactful public relations ( PR ) programmes to communicate the proper and compelling message to the target groups . Both business events and PR are complimentary to each other .

Finally , on 12th Rabiul Awal 1446H ( this year falls on Sep 15 ), Muslims commemorate the birthday of the Prophet Muhammad ( pbuh ), also known as Maulidur Rasul or Mawlid . In Malaysia , it is a national holiday and various programmes are organised in the form of prayers , parade ,, lectures and forums , among others .

In the context of the halal industry and Islamic tourism , we continue to strive to perform the best we can for the benefit of humankind and seek forgiveness and guidance from Allah .

Wassalam . –