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@ Halal | November-December . 2021

BY FATIHAH MANAF

Malaysia , with its unique landscape and heritage , offers various Muslim-friendly experiences to its visitors . The country is also famous for its beach destinations , including Port Dickson , a coastal town in Negri Sembilan .

On July 28 , 2021 , iPortal and DHS Asiana Hospitality Network organised a webinar discussing Port Dickson as Malaysia ’ s sustainable Islamic tourism destination . The session addressed the tourism sector post-pandemic from the perspectives of industry players and academicians .

In his welcome remarks , Dato ’ Dr Mohmed Razip Hasan , Director General of Islamic Tourism Centre ( ITC ), introduced the concept of Islamic tourism and Muslim-friendly tourism and hospitality ( MFTH ).

He further clarified how Islamic tourism and MFTH perpetuated the sustainable tourism concept , saying : “ Both Islamic Tourism and MFTH models are based upon taking care of our environment and having regard for the visited communities . Qualities such as cleanliness , safety , etiquette , and respect are universally accepted human values that form the basis of Islamic Tourism .

“ Thus , by promoting those values , it signifies embracing trust , care and empathy , and respecting one another by celebrating our similarities and respecting each other ’ s differences , notwithstanding inculcating responsibility , which are also the values inherent in sustainable development .”

The session featured speakers Uzaidi Udanis , Andy Chong , Assoc Prof Dr Siti Suriawati Isa , Dr Mohd Raziff Jamaluddin , A .

Dr Mohmed Razip Hasan

Azmi , Dr Rushdi Siddiqui , Mel Obispo , Assoc Prof Dr Kuppusamy Singaravelloo and Dr Sri Kumar .

Need to reset the strategy

Uzaidi , President of Malaysian Tourism Council , pointed out the decrease in the tourism sector ’ s productivity after the pandemic strikes . He believed that the virus would not disappear any sooner , but the industry had to move forward .

He then shared the summary plan from Tourism Productivity Nexus ( TPN ) Virtual

Summit 2020 to mitigate Covid-19 disruption to the industry . The ‘ 5R ’ strategy included : i . Reinvent products ii . Research target market iii . Remodel marketing & promotion iv . Ride on technology v . Recalibrate the industry

Uzaidi said it was important for industry players to focus on innovations and acknowledge that the ‘ usual business ’ was not coming back . He also believed if Port Dickson could focus on new collaborations and innovations , it could be a sustainable destination .

Port Dickson offers ‘ Vitamin Sea ’

“ Malaysian Association of Hotels approaches sustainability to strengthen Port Dickson as Muslim destination in the country and international level ,” said Chong , Secretary of Malaysian Association of Hotel Negeri Sembilan ( MAH-NS ).

MAH-NS approached local state government agencies and all industry players to redevelop facilities , infrastructures and utilities based on the demand and requirements of Muslim travellers .

Some examples at the state government level include developing new products such as commuter trains from Seremban to Port Dickson and a new highway that can shorten the travel time from Kuala Lumpur International Airport ( KLIA ) to Port Dickson .

In approaching the Muslim segment , he said it was essential to train non-Muslim employees on the DOs & DONTs while dealing with Muslim travellers .

He also believed local tourists missed the ‘ Vitamin Sea ’ Port Dickson offered , saying : “ Every time the inter-State borders open and restrictions lifted , Port Dickson is having a revenge recovery very fast because it is very near to the Klang Valley .”

Current Issues in Islamic tourism

Siti , an Associate Professor at Universiti Putra Malaysia ( UPM ), said there was need for a straightforward and well-executed standard operating procedure ( SOP ) in the tourism industry post-pandemic period .

She explained that tourists should be given enough information on some restrictions , and tourism personnel need to be trained in