The Islamic Tourism Centre (ITC) has recently formed a significant partnership with three leading tourism associations—Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA), the Malaysian Association of Tour and Travel Agents (MATTA), and the Malaysian Inbound Chinese Association (MICA)—with the aim to strengthen Malaysia’s position as a global leader in Muslim-friendly tourism and hospitality (MFTH). The milestone was celebrated during a signing ceremony at One World Hotel.
This strategic collaboration focuses on organising ‘familiarisation trip’ programmes for Imams from the People’s Republic of China (PRC) and Europe. These curated trips aim to highlight Malaysia’s rich Muslim-friendly ecosystem, including its cultural heritage, natural landscapes, and urban attractions, positioning the country as a prime destination for Muslim travellers.
During his speech at the event, ITC Director-General Nizran Noordin emphasized that the collaboration represents Malaysia’s commitment to creating a sustainable and robust Muslim-friendly tourism ecosystem. He stated that by engaging influential Muslim leaders from China and Europe, the initiative aims to foster international awareness, generate business opportunities, and strengthen the country’s tourism sector. He also highlighted the success of the pilot programme conducted in January 2024, where 35 Imams from 14 Chinese provinces were welcomed. This initiative resulted in an influx of 58,000 Chinese Muslim tourists, generating RM92.8 million in tourism receipts within just two months.
The familiarisation trips are set to bring substantial economic benefits, in line with Malaysia’s goal of boosting Muslim tourist arrivals and further establishing the nation’s tourism economy. Malaysia’s continuous top ranking in the Global Muslim Travel Index (GMTI) for nine years underscores its status as a leading Muslim-friendly travel destination.
The familiarisation trips will begin with MICA’s 7-day, 6-night programme for Imams from China, starting on February 5, 2025. The trip will showcase Malaysia’s Muslim-friendly tourism offerings, including halal-certified restaurants, accommodations, iconic mosques, and other Islamic tourism destinations. The trips will be guided by ITC-certified Muslim-friendly tour guides. Additional trips organised by BUMITRA and MATTA are planned for later in the year, each designed to emphasize Malaysia’s key features as a Muslim-friendly destination.
As part of the agreement, the participating associations are committed to increasing the number of Muslim tourists visiting Malaysia, in line with the Visit Malaysia 2026 targets. The collaboration will contribute to achieving these goals, making Malaysia a top destination for Muslim travellers.
The signing ceremony was attended by notable representatives, including Nizran Noordin from ITC, Dr. Wan Muhamad Adam Wan Norudin (President of BUMITRA), Dr. Cindy Seow (Deputy President of MICA), and Datuk Mohd Hizzat Bin Mohd Shah (Vice President of Research and Technology at MATTA). The event was witnessed by YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts, and Culture Malaysia. This collaboration marks a significant step in ITC’s mission to work alongside industry stakeholders, ensuring Malaysia continues to lead in Muslim-friendly tourism innovation, and providing seamless, enriching travel experiences for global Muslim tourists.
