The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, established by the Islamic Tourism Centre (ITC), serves as an authoritative benchmark for businesses that meet the guidelines for Muslim-friendly tourism and hospitality.
At present, applications are open to Tourist Accommodation Premises and Travel Operating Businesses, offering them the opportunity to enhance credibility, build trust with Muslim travellers, and strengthen their position in the competitive tourism landscape.
ITC is expanding the scope of MFAR to include a broader range of sectors, reflecting the diverse needs of Muslim tourists. These upcoming categories include Spas and Wellness Centres, Medical Facilities, Transportation Hubs, Shopping Centres, Theme and Entertainment Parks, Rest and Recuperation Areas, Tourism Products, and Trade and Convention Centres.
Once launched, these recognitions will allow more industry players to demonstrate their commitment to inclusivity while tapping into the rapidly growing Muslim-friendly tourism market.
Positioning Islamic Tourism in the Mainstream
From the lens of Mardhiyyah Hotel & Suites
The growth of Islamic tourism, once regarded as a niche market, is increasingly becoming a mainstream segment within the global hospitality industry. Mardhiyyah Hotel & Suites, located in Shah Alam, Selangor, has positioned itself as a leader in this sector by investing in Muslim-friendly facilities and services.
Recognition and Awards
Mardhiyyah Hotel & Suites has received several recognitions that strengthen its position in the Islamic Tourism market:
- Platinum ranking under the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) by the Islamic Tourism Centre (ITC).
- Muslim-Friendly Hotel Award at the Halal in Travel event in Singapore.
These recognitions enhance the hotel’s branding as a Shariah-compliant establishment, increasing confidence among both Muslim and non-Muslim guests.
Market Demand and Growth
According to Managing Director Dato’ Seri Mohamed Rafik Mohd Idris, the demand for Muslim-Friendly Tourism and Hospitality (MFTH) services has increased since Malaysia reopened its international borders in April 2022. He emphasises that Islamic tourism is no longer a niche but a growing global market that supports overall tourism development.
Infrastructure and Facilities
During the Covid-19 pandemic, the hotel undertook significant renovations to improve comfort, safety, and overall guest experience. Key Muslim-friendly facilities include:
- Halal-certified kitchens and restaurants (certified by the Selangor Islamic Religious Department – JAIS).
- Guestroom amenities include Qibla direction, prayer mats, and the Al-Quran.
- Surau Al-Latifah, accommodating up to 150 guests.
- Modest dress code for staff.
- Designated time slots for female guests to use the swimming pool, gym, and spa
The hotel also provides information about nearby attractions, catering to both Muslim and non-Muslim guests, with highlights including the Masjid Sultan Salahuddin Abdul Aziz (Blue Mosque) and the Selangor International Islamic Arts Complex.
Partnerships and Promotion
Mardhiyyah Hotel & Suites collaborates with multiple stakeholders to ensure sustainable business growth, including:
- Strategic partnership with ITC.
- Collaboration with government bodies, government-linked companies, travel agents, and corporate organisations.
- Marketing through social media, brochures, flyers, and participation in major travel fairs (MATTA Fair, Gulf Travel Show, Kuala Lumpur Travel Mart).
- Joint promotions with financial institutions to expand customer reach.
