Malaysia’s Muslim-Friendly Tourism and Hospitality (MFTH) story is interwoven with the halal economy and regional linkages. As halal certification extends from food into healthcare, cosmetics and wellness, the Islamic Tourism Centre (ITC) and the Department of Islamic Development Malaysia (JAKIM)have consistently framed halal not as a constraint but as an enabler that widens participation.
For travellers, that breadth increases confidence; for operators, it unlocks product innovation: Muslim-friendly wellness, medical travel pathways, and retail experiences that celebrate local halal craftsmanship.
Strategic outreach in China and Central Asia, alongside domestic showcases (MATTA fairs, ITM partner campaigns), created pipelines that convert awareness into itineraries. The Uzbekistan sales mission (Tashkent and Samarkand) added seminars, site visits and cultural exchanges to build trust with trade partners, while MATTA Penang and state collaborations kept domestic momentum strong.
Malaysia is well-positioned to showcase Islamic Tourism Month, thanks to our viable MFTH ecosystem and reputable recognition programmes.”
— Nizran Noordin, Director-General, ITC (2023-2025) — RnR July–Aug 2024, p. 3
The message to partners is pragmatic: show capability, demonstrate standards, and make it easy to book MFTH products.
The numbers point to momentum. The Islamic Tourism Month (ITM) 2023 concluded with RM2.3 million in sales, while ITM 2024 recorded RM2.5 million. In 2024 and 2025, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG) adoption broadened, underpinned by budget allocations that recognised MFTH as a growth driver within the halal economy.
The task now is to keep lowering barriers for SMEs – templates, toolkits and campaigns that pull more operators into the value chain.
