The Malaysia International Halal Showcase (MIHAS) celebrated its 21st edition at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, from 17 to 20 September 2025. The event attracted approximately 45,000 visitors, featured 2,400 booths, and united exhibitors and buyers from 80 countries.
Organised by the Malaysia External Trade Development Corporation (MATRADE), MIHAS 2025 was officiated by Prime Minister Datuk Seri Anwar Ibrahim on 19 September, signifying its importance as a national and global platform for the halal economy.
As one of the world’s foremost exhibitions for the halal sector, MIHAS 2025 carried the theme “Pinnacle of Halal Excellence”. It provided a dynamic space for international businesses, policymakers, and industry leaders to explore new opportunities, exchange ideas, and strengthen collaboration through its various components, including exhibitions, networking sessions, and knowledge-sharing forums.
Amid this vibrant setting, the Islamic Tourism Centre (ITC), in partnership with 12 key collaborators, showcased Malaysia’s diverse Muslim Friendly Tourism and Hospitality (MFTH) offerings. Leading the Muslim-Friendly Malaysia exhibition, the ITC Pavilion became one of the highlights of MIHAS 2025, spotlighting the best of Malaysian hospitality through its Islamic Tourism Month (ITM) 2025 strategic partners and certified Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) businesses.
Participating brands included AnCasa Hotel Kuala Lumpur, Berjaya Times Square Theme Park, Dorsett Hospitality, HL Dragon Fruit Eco Farm, IslamiCruise, Lotus Desaru Beach Resort and Spa, Magical Kampung Baru, Mitra Kembara, Nur Taj Spa, Signchina International Travel Admin, Siti Khadijah, and Wyndham Acmar Klang.
Each partner featured attractive packages, exclusive promotions, and engaging experiences, reinforcing Malaysia’s global leadership in merging halal-certified products with Muslim-friendly tourism services under one inclusive ecosystem.
This effort not only reinforced Malaysia’s reputation as a global leader in Muslim-friendly tourism but also supported the broader objectives of the halal industry in the lead-up to Visit Malaysia 2026 (VM2026).
THE WOMEN POWERING MALAYSIA’S HALAL ECONOMY
Nur Alyssa Coraline Yussin, Acting Director-General of the Islamic Tourism Centre (ITC), joined an engaging session titled “Women in Halal Industry Movers: The Women Powering Malaysia’s Halal Economy”, held in conjunction with the launch of al-Basirah (Bahasa Melayu and Japanese editions), a publication highlighting insights on halal businesses and lifestyle.
This sharing session and launch stood out as one of the key highlights of the opening day of the Malaysia International Halal Showcase (MIHAS) 2025.
During the session, Alyssa shared how the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme enhanced travel experiences for women by prioritising safety, privacy, comfort, and convenience.
“The MFAR logo itself serves as a strong branding and marketing tool. For industry players, it signals empathy and sensitivity towards Muslim guests while opening access to a high-value, fast-growing market. For travellers, and especially women, it builds immediate trust and signals safety. Hotels, for example, can start with the entry-level Silver MFAR, while those that are more aligned with Shariah principles may achieve the highest recognition, Platinum MFAR.”
She also highlighted women-led businesses in the hotel and travel sectors certified under MFAR, with plans to include spa and wellness centres in the near future.
