COLUMN

@ Halal | September-October. 2025

• Islamic tourism is mainstream, not niche. Its success depends on sustainability, ethics, and digital transformation.

• Halal & toyyiban values offer a strong foundation for responsible growth across tourism, healthcare, insurance, and the digital economy.

• Malaysia can lead as a Green Destination Hub, leveraging its biodiversity, culture, and halal ecosystem to attract global travellers.

Consumers, businesses, and government entities are all increasingly focused on issues such as climate change, renewable energy, water resources, digital transformation, data centres, and green initiatives in the years ahead.

At a recent Renewable Power & Digital Growth conference organised by the Malaysian Institute of Management( MIM) that I attended at a hotel in Petaling Jaya, a speaker made a compelling observation. While the term " sustainability " is frequently referenced, concrete actions often lag.

This critical point merits further consideration. In relation to tourism, it was suggested that Malaysia should establish its own dedicated natural history museum and position itself as a Green Destination Hub, especially given its status as one of the world ' s seventeen mega-diverse countries.

When these plans come to fruition, Malaysia will strengthen its leading position in green tourism, attracting tourists interested in values and wellness.

BY DR. MOHMED RAZIP HASAN

Former Director General of Islamic Tourism Centre( ITC), MOTAC. Fellow BUDI: Islamic Science University of Malaysia( USIM). Fellow – Institute Tun Perak, Melaka.

MIHAS 2025

The 21st Malaysia International Halal Showcase( MIHAS), the world ' s largest halal exhibition, will take place at MITEC Kuala Lumpur from Sep 17 to 20, 2025. Themed " Pinnacle of Halal Excellence," the event will focus on innovation, sustainability, digitalisation, and market access in the halal industry using the MADANI Digital Trade( MDT) platform.

Organised by MATRADE, MIHAS highlights technological advancements, ethical practices, and business analytics. Islamic tourism, encompassing MICE and hospitality, will also be promoted, all of which will be underpinned by halal standards and services.

WITEX 2025

I recently moderated a session on Sustainable and Ethical Islamic Tourism at WITEX 2025, held at Sunway Resort Hotel, and organised by Malaysia Tourism Agency Association( MATA).

Panellists included Sakalima Yoyo( High Commission of Zambia), Zalina Idris( HDC), Ed Imran Ahmad Zabidi( eTiQa Takaful), and Dr Shehab Al Azazi( Turkeye), who discussed the importance of sustainability and ethics in their respective fields.

Zambia, centrally located in Africa and known for Victoria Falls and natural heritage, is advancing its halal ecosystem to support Muslim visitors and promote halal tourism, including Halal Safari experiences.

The HDC has pioneered Muslimfriendly medical tourism in the medical and wellness sectors. To ensure peace of mind for travellers, eTiQa Takaful offers takaful instruments that cover travel risks, including flight delays and lost luggage, for all tourists.

Dr Shehab emphasised the role of halal principles in the digital economy, such as cryptocurrencies and online transactions. Panellists concluded that sustainable and ethical practices rooted in ' halal and toyibban ' are key to developing destinations, cultural management, medical services, insurance, and the digital economy.

During the Ministers and CEO Summit, we saw the enhancement of sustainable destinations development in Azerbaijan, Uzbekistan, Cambodia, and Indonesia for Muslim travellers. At the same time, Langkawi and Terengganu are positioning their natural and cultural products as key factors for Islamic Tourism.

SUSTAINABILITY AND ETHICAL GROWTH( SEG)

Sustainable growth refers to the responsible management of resources to prevent lasting damage to the environment, economy, and society.

Ethical growth involves ensuring that values, behaviours, and organisational systems are consistent with well-being, social justice, and the promotion of positive outcomes.

Both individual character(' akhlaq ' or ' BUDI ') and community ethics are essential. In Islamic tourism, sustainability is guided by Quranic and Sunnah principles, emphasising ecological balance, social justice, and economic fairness in destination development.

All stakeholders- service providers, authorities, and tourists- must respect and protect natural resources, culture, heritage, and people for current and future generations. Our connection to nature, including energy, water, forests, and wildlife, reflects the signs of divine creation.

MUSLIM TRAVEL IS MAINSTREAM

As Islamic tourism becomes more mainstream, clear strategies are needed to promote sustainability and ethical values among stakeholders.

Destinations face challenges such as product fatigue, climate change, safety & security, technology disruptions, rising costs, and border procedures and formalities amid stiff competition.

Growing Muslim travel demand intensifies competition and calls for improved offerings and management approaches. Traditional destination marketing is being reshaped by digital technology and real-time data. Sustainable success in Islamic tourism depends on ethical practices, knowledge, integrity, and trust.-