September-October . 2024

UNIQUE CULINARY HERITAGE

“ The power of food in tourism lies in its ability to offer authentic and immersive experiences . Malaysia , being a melting pot of cultures , offers a unique culinary heritage that combines Malay , Chinese , Indian , and Indigenous flavours . This diverse food culture is not just about eating ; it ’ s about storytelling ,” shared Manoharan .

“ Each dish carries a history , a tradition , and a connection to the local way of life . From the aromatic rendang and nasi lemak to the flavourful char kuey teow and roti canai , our cuisine tells the story of our people , history , and identity . These authentic culinary experiences are what many travellers seek when visiting Malaysia .

“ Moreover , food tourism has become a significant part of our strategy to promote lesser-known regions . Initiatives like food festivals , cooking classes , and food trails have been instrumental in attracting tourists to rural areas , helping to spread the economic benefits of tourism more evenly across the country .

“ For example , States like Penang and

Datuk Manoharan Periasamy

Melaka have long been recognised for their street food , but by highlighting the unique dishes of Kelantan , Terengganu , and Sabah , we can draw attention to the culinary treasures that are off the beaten path , promoting regional tourism .”

HALAL FOOD HUNTING

Manoharan highlighted that attracting Muslim travellers involved more than just offering halal food . Destinations must provide both halal-certified meals and culturally-rich dining experiences .

“ Halal assurance is fundamental as it gives Muslim travellers confidence that their dietary needs are respected . In Malaysia , halal certification is overseen by the Department of Islamic Development Malaysia ( JAKIM ), recognised globally for its stringent standards . This level of assurance can be a major draw for Muslim travellers who prioritise halal dining options .” Manoharan mentioned the importance of promoting Malaysia ’ s culinary heritage through food tours , cooking classes , and events like the Malaysia International Halal Showcase ( MIHAS ), which showcases the best of halal cuisine . “ The ‘ Malaysia Truly Asia ’ Campaign is a prime example of how we promote the variety of cuisines and the unique blend of Asian cultures that Malaysia offers . This campaign highlights how Malaysia ’ s culinary scene reflects its multicultural

EFFORTS BY TOURISM MALAYSIA TO PROMOTE FOOD TOURISM

• Launched 62 Durian Tourism 2024 / 2025 agrotourism packages with 27 local tour operators across 10 states to promote the durian season .

• Collaborated with Dato ’ Chef Ismail Ahmad and SOHOM on the Gastrodiplomacy Programme , promoting Malay cuisine to spouses of ambassadors in Malaysia .

• Hosted 21 Asian media representatives and bloggers for the “ Come Hungry Leave Satisfied ” programme , featuring Malaysian cuisines and attractions in Melaka , Johor Bahru , and Negeri Sembilan .

• Offered a 10 per cent discount on the “ Northern Malaysia Coffee Experience ” package to promote coffee tourism in Northern Malaysia .

• Supported the Japanese TV series " Train + Food Journey with Bullet Train " Vol . 3 , showcasing Malaysian cuisines across several states .

heritage , making it an ideal destination for Muslim travellers seeking authentic and diverse dining experiences .”

He stressed that marketing and communication strategies were crucial for attracting Muslim travellers . Destinations should use digital platforms , social media , and influencers to highlight halal-certified options , cultural stories behind local dishes , and a Muslim-friendly environment . Partnering with Muslim travel bloggers can help amplify their message and reach a broader audience .

“ Islamic teachings emphasise stewardship of the Earth ( Khilafah ) and the concept of balance ( Mizan ), which encourage responsible and ethical interaction with the environment - advocate for ethical business practices , including fairness , transparency , and avoiding exploitation .

“ The Qur ’ an also advocates for the protection of natural resources , prohibiting wastefulness ( Israf ) and promoting the sustainable use of resources . Moreover , the concept of Sadaqah ( charity ) and Zakat ( almsgiving ) in Islam encourages giving back to the community and supporting those in need , aligning with sustainable tourism ’ s social responsibility aspect . Halal principles encompass not just permissible food and services but also ethical dealings and fair trade .

“ Similarly , sustainable tourism emphasises minimising the environmental impact of tourism activities and promoting conservation efforts . This aligns with Islamic teachings that encourage environmental responsibility and the preservation of nature .”

He added that sustainable tourism ensured that tourism benefitted local communities , promoting cultural preservation , economic development , and social equity , all of which

Prof . Dr Hafiz Hanafiah

MAPPING MUSLIM-FRIENDLY TOURISM TO SDGS

1 . Economic Boost ( SDG 8 ): Generating revenue and creating jobs

2 . Responsible Consumption ( SDG 12 ): Promoting ethical consumption and encouraging sustainable business practices

3 . Reducing Poverty & Inequality ( SDGs 1 & 10 ): Preserving cultural heritage , involving local communities and ensuring equitable distribution of tourism benefits

4 . Environmental Stewardship ( SDGs 13 & 15 ): Supporting climate action and preserving natural habitats resonate with Islamic principles .

ENHANCING DESTINATIONS ’ ATTRACTIVENESS

“ By aligning with Islamic and sustainable tourism principles , destinations can enhance their attractiveness to both Muslim and non-Muslim tourists who value sustainability ,” he remarked .

Hafiz explained that the emphasis on social responsibility in both Islamic and sustainable tourism meant that local communities were actively involved in tourism development . This involvement helps preserve cultural heritage , supports traditional practices , and ensures that the benefits of tourism are equitably distributed .

“ The integration of Islamic tourism in Granada , mainly through restoring Islamic heritage sites , has empowered local communities by creating jobs and preserving cultural identity . The sustainable tourism approach ensures that these benefits are long-term and that the cultural integrity of the destination is maintained .”

Hafiz also cited Malaysia as an example , noting that the country ’ s dual focus on catering to Muslim travellers and emphasising sustainable practices has positioned it as a top destination for both Muslim and eco-conscious travellers . He noted that Lombok , Malaysia , and the Maldives have successfully combined Muslim-friendly tourism with sustainable practices , attracting Muslim travellers while preserving their natural environments .

GLOBAL IMPACT OF ISLAMIC TOURISM

Regarding the global impact of Muslimfriendly travel , Hafiz emphasised that when aligned with sustainable tourism practices , it offered a powerful model for responsible tourism on a worldwide scale .

“ Similar to Islamic principles like environmental stewardship ( Khilafah ), social justice , and ethical consumption , it emphasises the importance of caring for the planet while respecting cultural and social norms .

“ In addition , by promoting moderation and avoiding wastefulness ( Israf ), Muslim-friendly travel encourages tourists to adopt eco-friendly behaviours , reducing their environmental footprint and supporting global conservation efforts .

“ Integrating halal certification with sustainability also ensures that products and services meet religious and environmental standards , driving demand for ethically produced , eco-friendly offerings . Additionally , Muslim-friendly travel contributes to social equity and the economic sustainability of tourism-dependent regions by supporting local economies and prioritising community well-being .” – RnR