September-October. 2025 | @ Halal

COVER STORY

• Women entrepreneurs are driving Malaysia’ s Muslim-friendly tourism sector, leading businesses in hospitality, wellness, creative industries, and halal services.

• The Islamic Tourism Centre( ITC) empowers women through training, certification, and branding support, enabling them to expand into regional and global markets.

• With the global Muslim travel market projected to exceed US $ 300 billion, Malaysia’ s strong position in the Global Muslim Travel Index( GMTI) creates vast opportunities for

women-led SMEs.

“ Women are central to the halal economy’ s inclusive growth,” said Alyssa.

Their ability to design experiences that combine authenticity, cultural values, and ethical standards has positioned women entrepreneurs as innovators in this growing field.

Through its programmes, ITC ensures that women entrepreneurs are able to meet the expectations of global Muslim travellers. Training sessions, branding workshops, and knowledgesharing initiatives equip women with the practical tools needed to succeed. By strengthening capacity and providing recognition, ITC opens doors for women-led enterprises to expand into both regional and international markets.

The halal travel sector is diverse and encompasses a wide range of services, including food and beverage, accommodation

, healthcare, and cultural experiences. Women entrepreneurs have established strong positions in each of these areas. Whether it is through boutique halal hotels, wellness retreats, or creative cultural tourism, women are shaping offerings that resonate with Muslim travellers seeking experiences rooted in authenticity and ethical practices.

A notable example is Teratak Spa, founded by Liz Othman, the President of the Malaysian Association of Wellness Trainers( MAWT), which has become a pioneer in Muslim-friendly wellness and hospitality services. Its emphasis on shariahcompliant treatments and holistic care models illustrates how women-led SMEs are setting standards for halal tourism excellence.

Nur Alyssa Coraline

Yussin

Such ventures highlight the creativity and resilience of women entrepreneurs who combine business acumen with Islamic values.

GLOBAL REACH

The creation of the Muslim-Friendly Tourism and Hospitality( MFTH) ecosystem by ITC has been critical in integrating local businesses into the global halal value chain. This framework not only enhances competitiveness but also positions Malaysia as a trusted destination for Muslim travellers worldwide. By equipping women entrepreneurs with certifications, digital branding, and access to networking platforms, ITC ensures that they are well-prepared to expand globally and strengthen their businesses.

The inclusion of women in Islamic tourism also enhances sustainability in the industry. Many women-led enterprises adopt community-based models, embrace social responsibility, and uphold ethical practices that align with the values Muslim travellers prioritise. This approach not only sustains businesses but also strengthens Malaysia’ s reputation as a global leader in inclusive and responsible halal tourism.

Malaysia’ s halal tourism success is also closely tied to the growth of SMEs that provide halal food, modest fashion, creative products, and shariahcompliant services. Many of these SMEs are women-owned and have leveraged digital platforms to expand their reach to broader markets. Their growing visibility demonstrates how women are driving both domestic and international growth in halal tourism and the broader halal economy.

The global Muslim travel market is projected to exceed US $ 300 billion within the next decade. Malaysia, already ranked among the top destinations in the Global Muslim Travel Index( GMTI), is well-positioned to capitalise on this opportunity. By ensuring that women entrepreneurs continue to lead with innovation, creativity, and ethical practices, Malaysia can further consolidate its status as the preferred destination for Muslim-friendly tourism.