For Malaysia, the answer lies in the Islamic Tourism Centre( ITC)— a unique government agency under the Ministry of Tourism, Arts and Culture( MOTAC), established in 2009. Over the last 17 years, ITC has not only anchored Malaysia’ s leadership in Islamic Tourism but also become a global reference point for best practices, industry standards, and ecosystem development.

STRONG GOVERNMENT BACKING

Unlike many destinations where Islamic tourism initiatives are led solely by private sector players, Malaysia has strategically positioned ITC as a policy-driven, governmentbacked institution. This strong foundation is one reason Malaysia has consistently been ranked No 1 in the Global Muslim Travel Index( GMTI) for 10 consecutive years and also tops the State of the Global Islamic Economy( SGIE) Report for Muslimfriendly travel.

This achievement is not by chance. ITC provides the strategic vision, research, and certification systems that give Muslim travellers the confidence to choose Malaysia, while also ensuring that non-Muslim travellers and businesses enjoy the broader benefits of this inclusive ecosystem.

WOMEN EMPOWERMENT DRIVE

Beyond developing policies, standards, and products, ITC plays a vital role in empowering women entrepreneurs and professionals, particularly in the Halal economy.

Women comprise a significant portion of Malaysia’ s SMEs, with many of these enterprises actively engaged in tourism, hospitality, food and beverage, wellness, and creative industries. By creating the Muslim-Friendly Tourism and Hospitality( MFTH) ecosystem, ITC ensures that these

women-led businesses can align with the needs of global Muslim travellers, enhancing their competitiveness and market access.

Through training programmes and knowledge sharing, ITC equips women entrepreneurs, hoteliers, tourist guides, and tour operators with the skills and branding they need to thrive in the halal and Islamic tourism value chains. These programmes not only build capacity but also provide recognition that opens doors to regional and global markets.

In short, ITC is not only shaping the Islamic tourism landscape but also ensuring that women are central to the growth of the Halal economy, contributing to inclusive and sustainable development.

GLOBAL TOURISM BENCHMARK

Malaysia’ s leadership in Islamic tourism has positioned ITC as a knowledge hub and global partner. Destinations— both Muslim-majority and non-Muslim-majority— increasingly look to ITC for guidance, whether through training, knowledge sharing, or collaborative programmes.

For countries exploring how to capture this high-potential market, ITC offers more than just case studies. It provides a roadmap for ecosystem development— one anchored in policy, research, certification, and inclusive growth.

FUTURE GROWTH PATH

Looking to the future, ITC is committed to strengthening Malaysia’ s position as the preferred Muslimfriendly destination while helping the global tourism industry embrace inclusivity. This means continuing to innovate, building partnerships across borders, and ensuring that MFTH standards evolve with the changing needs of travellers.

For Malaysia, Islamic Tourism is more than a niche. It is a pillar of national tourism development, aligned with the 13th Malaysia Plan( RMK13) and the MADANI Economy framework. It strengthens cultural diplomacy, empowers SMEs, and enhances Malaysia’ s global soft power.

In this journey, ITC is not just a supporting player. It is the critical anchor holding together the ecosystem— in Malaysia and beyond.-

ITC is not only shaping the Islamic tourism landscape but also ensuring that women are central to the growth of the Halal economy, contributing to inclusive and sustainable development.

01

02

03

04

05

Malaysia MFTH Journey

MS2610 Standard: The world’ s first

Muslim-friendly tourism standard,

developed with the Department of

Standards Malaysia.

Muslim-Friendly Accommodation

Recognition( MFAR): To date, 79

tourism businesses in Malaysia have

been recognised, with 157 more in

the pipeline.

Muslim-Friendly Tourist Guides

( MFTG): Over 300 Malaysian guides

certified and trained to meet the

needs of Muslim travellers.

Mosque tourism: An innovative

product offering that positions

Malaysia’ s mosques as cultural,

spiritual, and heritage tourism icons.

Research and knowledge sharing:

ITC has published groundbreaking

studies and works closely with

universities, think tanks, and

industry players to shape global

understanding of Islamic tourism.

ITC Economic Impact

Islamic tourism is not only

about inclusivity and cultural

understanding. It also drives

strong economic returns:

RM92.5 million in

tourism packages sales to

Chinese Muslims Feb-Mar

2024.

RM7.5 million in

sales Feb-Jun 2025.

5.4 million Muslim

tourist arrivals to Malaysia

contributed an estimated

RM19.54 billion in

revenue.

RM5 million in

sales revenue for tourism

businesses since 2022.