The Islamic Tourism Centre (ITC) has forged a significant partnership with three of Malaysia’s leading tourism associations—Bumiputera Travel and Tour Agents Association of Malaysia (BUMITRA), Malaysian Association of Tour and Travel Agents (MATTA), and Malaysian Inbound Chinese Association (MICA)—to bolster the country’s status as a top destination for Muslim-friendly tourism and hospitality (MFTH). The collaboration was formalized during a signing ceremony held this afternoon at One World Hotel.
This partnership aims to bring Imams from the People’s Republic of China (PRC) and Europe to Malaysia as part of a specially tailored “familiarisation trip” programme. The initiative will showcase Malaysia’s vibrant Muslim-friendly ecosystem, rich cultural heritage, as well as nature and city attractions, positioning the country as a leading destination for Muslim travelers.
ITC Director-General, Nizran Noordin, expressed that the collaboration represents Malaysia’s commitment to nurturing a sustainable Muslim-friendly tourism sector. By engaging key Muslim community leaders from China and Europe, the initiative will foster international connections, raise awareness, and create economic opportunities for local tourism stakeholders.
The success of the pilot programme in January 2024, conducted in collaboration with MICA, demonstrated the potential of this approach. During the pilot, 35 Imams from 14 provinces in China visited Malaysia, resulting in an influx of 58,000 Chinese Muslim tourists and RM92.8 million in tourist receipts within just two months. This success has motivated ITC to extend the initiative to both Chinese and European Muslim markets, leveraging the momentum from previous Muslim-friendly tourism sales missions in France, Russia, and the UK.
The familiarisation trips are expected to generate significant economic returns and contribute to Malaysia’s target of increasing Muslim tourist arrivals. Malaysia’s consistent ranking as the top destination on the Global Muslim Travel Index (GMTI) for nine consecutive years underscores the country’s leadership in the Muslim-friendly travel sector.
The first familiarisation trip of 2025 will be hosted by MICA and will bring Imams from China for a 7-day, 6-night programme starting on 5 February. This will include stays at certified Muslim-friendly accommodations, halal-certified restaurants, iconic mosque visits, and Islamic tourism attractions, all guided by ITC-certified Muslim-friendly tourist guides. Additional trips organized by BUMITRA and MATTA will take place later in the year, showcasing Malaysia’s unique appeal to Muslim travelers.
Each participating association is committed to increasing Muslim tourist arrivals in Malaysia through these initiatives, contributing to the Visit Malaysia 2026 targets.
The signing ceremony was attended by key industry figures, including Nizran Noordin (ITC), Dr. Wan Muhamad Adam Wan Norudin (President, BUMITRA), Dr. Cindy Seow (Deputy President, MICA), and Datuk Mohd Hizzat Bin Mohd Shah (Vice President of Research and Technology, MATTA), with YB Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture Malaysia, present as a witness. The collaboration exemplifies ITC’s commitment to working with industry partners to keep Malaysia at the forefront of Muslim-friendly tourism and create a seamless and enriching travel experience for the global Muslim market.
