Nizran says the gap between the growing demand of Muslim tourists and availability of products and services needs to be addressed, so that Malaysia can retain its position as a top Muslim-friendly destination.
MALAYSIA is known to be one of the hot spots for Muslim tourists worldwide.
In 2023, about 20% of its 20.1 million annual visitors were Muslims and RM14.7bil in spending was generated. This positions Malaysia closer to surpassing its pre-pandemic record of 5.3 million arrivals in 2019.
Talking to StarBiz, Islamic Tourism Centre (ITC) director-general Nizran Noordin said Malaysia’s well-structured Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem plays an important role in drawing Muslims to visit Malaysia.
He stated that the increasing awareness and demand for Muslim-friendly services and products in the tourism industry have contributed to this projection.
“As Muslims recognise that their faith-based needs can be met while travelling, their purchasing power encourages service providers and destinations to pay attention to this lucrative market,” he said.
Malaysia’s population, over half of whom are Muslim, is well-positioned to offer necessary amenities for Muslim tourists.
The country’s diverse halal food options, including local delicacies and cuisines from across Asia, are complemented by its globally recognised halal certification from the Islamic Development Malaysia Department (Jakim).
Nizran emphasised that Malaysia further enhances its appeal with specialised services, such as hotels certified by ITC’s MFTH Assurance and Recognition (MFAR) and Muslim-friendly tourist guide services.
“We believe that a properly built and trustworthy standard is integral in ensuring the quality of MFTH services, as they directly impact the faith-based experiences of Muslims as they explore Malaysia,” he said.
This pioneering approach has drawn the attention of other countries like Russia, Uzbekistan, the Philippines, and Cambodia, which are seeking ITC’s advisory services to develop their own MFTH programmes.
“I’m happy to say that Malaysia is viewed as an example by these countries as they embark on their MFTH journey,” Nizran stated.Filling the gaps
The global Muslim tourism market is projected to reach 230 million international arrivals and contribute approximately US$225bil by 2028– and it is to no surprise that Malaysia’s tourism sector stands to gain significantly from this growth.
When the pandemic hit back in 2020, a profound impact was seen on Malaysia’s tourism market – leading to a critical decline in tourist arrival and economic losses.
Tourism arrivals dropped significantly by 68.2% as compared to the previous year due to travel restrictions and the implementation of the movement control order (MCO) in Malaysia.
Fast forward to 2023, Malaysia’s MFTH ecosystem has seen significant strides in its recovery post-pandemic, as the sector has seen a resurgence in demand following the return of international travel.
“However, there are still areas where the ecosystem can expand to increase and sustain its momentum,” Nizran said.
He said one key opportunity lies in closing the gap between growing demands of Muslim tourists and the availability of suitable products and services – this includes fashion, entertainment, healthcare, financial services as well as digital technologies. He said by providing products and services that cater specifically and aligns with Islamic values would further increase Malaysia’s MFTH ecosystem.
“By addressing these gaps and continuously innovating, Malaysia can retain its position as a top Muslim-friendly destination, so the MFTH ecosystem remains robust and beneficial to the tourists and the industry in the years to come,” he said.
He highlighted that the anticipated increase in Muslim tourists will not only benefit the travellers, but also the services sector here in Malaysia.
“In turn, this will skyrocket the overall economy, creating jobs and stimulating investment in the larger tourism industry,” he said.
He also felt it necessary to explain that “Muslim traveller is not just the Arab market as what many may perceive. The modern Muslim traveller is everywhere with discerning needs and varied travel preferences just waiting to be served by destinations”.
“These are the new faces of the modern Muslim traveller which we all need to cater to, and who present limitless opportunities in terms of marketing and branding,” he added.
Malaysia as an umrah hub
Each year, millions of Muslims perform umrah. In 2023 alone, over 13.5 million made their pilgrimage.
Hence, an umrah hub allows Muslim pilgrims to strategically streamline their travel to and from Saudi Arabia for their pilgrimage.
Nizran said Malaysia’s strategic geographic location, world-class infrastructure, established MFTH ecosystem and rich cultural heritage, positions it perfectly as a prime umrah transit hub.
“This initiative is in line with our vision to make Malaysia the preferred pre- and post-umrah destination for Muslim travellers and umrah pilgrims, particularly from South-East Asia, East Asia and Oceania,” he said.
Approved by the Malaysian Cabinet in June 2023, the initiative led by ITC’s special task force aims to position Malaysia as a top umrah transit hub – in which a comprehensive blueprint on promotion, package development, accommodation, transportation, and frontliner training, is currently being finalised.
The benefits from Malaysia transforming into an umrah hub is significant.
“The stream of umrah pilgrims is expected to generate economic growth across multiple sectors, creating jobs, leading to revenues subsequently enhancing our Muslim-friendly services and facilities for local and international visitors,” he said.
Additionally, he highlighted the importance of public-private partnerships (PPPs) which are considered crucial to achieve this goal.
“By engaging both public and private sectors, we can effectively pool resources, expertise and innovation to create a conducive and sustainable umrah transit hub.
“This collaboration will be key to meeting the diverse needs of umrah pilgrims and ensuring that all stakeholders benefit from this strategic endeavour,” he added.
On that note, the World Islamic Tourism Conference (WITC) 2024 marks its first public discussion of the umrah Hub initiative, recognising and involving key industry players who are crucial to its success.
ITC anticipates a larger and more enthusiastic turnout of tourism industry leaders this year, surpassing the 460 international and local delegates who attended the previous WITC in 2022.
Returning for its fourth edition, the WITC continues to set the foundation for growth, collaboration and innovation among industry leaders and stakeholders.
The two-day event will take place from Sept 12-13, 2024 at Sunway Resort Hotel, Kuala Lumpur, and will bring together more than 40 speakers.
With the theme “Forging Connections”, the conference brings together thought leaders, policy makers, industry captains and travel experts for a discourse on new insights and trends of the Muslim tourist market.
Some key topics include “Bridging the Non-Mainstream, Mainstream: Connecting Across Boundaries” by Creed and Culture co-founder Omar DaCosta-Shahid and “Connecting Muslim Tourists in the Digital Space” by Muzz chief executive officer Shahzad Younas.
Other key topics are “Power of Food” by Kucina Italian Restaurant owner Chef Gero DiMaria, “Promoting Islamic Heritage as a Driver for Tourism” by Saudi Tourism Authority trade accounts director for South-East Asia Eyad Jan, and “Female Muslim Travellers: The Powerhouse Driving the Industry Forward” by Elena Nikolova of Muslim Travel Girl.
Attendees will also acquire invaluable insights into the changing MFTH landscape, practical strategies for improving MFTH services, and opportunities to connect with global leaders.
ITC is offering a special 50% early bird discount until Aug 31, 2024. Tickets are sold at RM125 for Malaysians and US$50 for non-Malaysians after discount.
Payments can be made via online transfer, e-wallet, as well as debit or credit cards (Visa, Mastercard, Maestro, and AMEX are accepted).
To register for the WITC, visit www.witc.gov.my
