Islamic Tourism Centre (ITC) continues to explore opportunities for Malaysian tourism industry players in the growing Muslim tourist market through a special Muslim-Friendly Tourism and Hospitality (MFTH) Sales Mission to Paris, France and London, United Kingdom from 18 to 25 February 2024.
The mission, which is set to tap into the estimated 25.7 million European Muslim population, will see ITC engaging with local travel agents and the Muslim community associations to share the best of Muslim-friendly Malaysia offerings, including Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-approved services that also cover accommodations and Muslim-Friendly Tourist Guides (MFTGs). ITC will also get in touch with the media and key influencers among Muslim communities in Paris and London, such as the British Muslim Magazine and Islamic Channel.
In London, ITC and Tourism Malaysia will lead Malaysia’s delegation at the Muslim Travel Show at Excel London on 24 and 25 February 2024, which will conclude the sales mission. All 40,000 expected visitors of the two-day affair will have the chance to get acquainted with Malaysia’s varied attractions and services from ITC, Tourism Malaysia and other partners showcasing their MFTH products and services, namely Andalusia Travel and Tours, Kurma Getaways Travel Management and Nasyrul Quran.
ITC and Tourism Malaysia will also introduce the newly launched MY Ramadan Experience packages to the European market, where tourists can find an impressive selection of 4-day-3-night or 3-day-2-night programmes, offering an unparalleled opportunity to immerse themselves in the vibrant festivities of Ramadan, the Muslim fasting month, in Malaysia.
Nizran Noordin, Director-General of ITC, said: “ITC organised this sales mission following the success of the China Imam Familiarisation Trip we organised last January, where some 35 Imams from the East Asian country were introduced to Malaysia’s diverse culture, heritage, nature and modern attractions in a tour package tailored to suit the Muslim tourists’ interests and needs. By working with Imams and collaborating with our partner, Malaysia Inbound Chinese Association (MICA), we hope to see a cascading impact that leads to 18,000 Muslim tourists from China visiting Malaysia from this effort alone.”
He added: “We see the same opportunity in the European market that we want to tap into. In France, there is a Muslim population of 5.7 million. In the UK, a study revealed that 68% of British Muslims prioritise halal food availability and Muslim-friendly environments when they choose their travel destinations. Traditionally considered in the tourism industry to have substantial purchasing power, the market shows a high demand for outbound travel, a combination that Malaysia’s tourism businesses can benefit from, especially in preparing for the much-anticipated Visit Malaysia Year 2026.”
Meanwhile, as a Muslim-majority nation, Malaysia provides a mature and established Muslim-friendly ecosystem that allows Muslim travellers to enjoy the widely available Halal food ranging from local delicacies to international fast-food chains, visit tourist attraction sites with on-site Musollahs, spend their nights at Muslim-friendly hotels, and enjoy many other value-added services that make travelling a hassle-free experience for them. These have earned Malaysia the top position in the CrescentRating and Mastercard Global Muslim Travel Index (GMTI) report on Muslim-Friendly Destination Ranking for eight consecutive times from 2015 to 2023 (no report was released in 2020 due to the Covid-19 pandemic). On top of that, the recently announced plans for Malaysia’s visa liberalisation and connectivity expansion will make the destination even more accessible to global Muslim travellers.
To find out more information about MFTH or ITC, visit ITC at the Muslim Travel Show (Booth M30, Halls N1-N5, ExCel London, London, United Kingdom). To arrange for media interviews, contact: nadhirah@itc.gov.my.
