IN today’s rapidly evolving global travel landscape, few market segments are expanding as quickly as the Muslim tourist market. By 2030, the world is forecasted to welcome 245 million Muslim tourist arrivals, contributing an estimated US$235 billion in expenditure. With this remarkable growth trajectory, the question is no longer if destinations should engage with the Muslim travel market — but how.
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, government-backed 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 Muslim-friendly 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 Muslim-friendly 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. – 