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ITC Weighs In On Malaysia's Muslim-Friendly Tourism Offerings At Arabian Travel Market In Dubai

The Islamic Tourism Centre (ITC) has joined the Arabian Travel Market (ATM) to share on Malaysia’s unique and appealing Muslim-Friendly Tourism and Hospitality (MFTH) offerings as one of the 64 exhibitors participating in ATM at the Malaysia Pavilion in Hall 6 of the Dubai World Trade Centre.

ATM, among the leading travel trade industry events globally, is being held at the Dubai World Trade Centre, Dubai, United Arab Emirates from the 1st to 4th of May 2023. The exhibition is expected to host over 2,000 exhibitors from over 100 countries that promote the latest travel trends and innovations.

“With this rapid growth of the Muslim tourist market, many are looking forward to exploring the potential of Islamic Tourism, and we are here to support them on that journey. The key to tapping into this market is to build market confidence by delivering tourism products and services that meet their faith benchmark,” shared Nur Alyssa Coraline Yussin, Acting Director-General of ITC.

“Now that travel has resumed, we know that the Muslim tourist market is eager to explore new experiences again, and we are participating in Arabian Travel Market to support tourism industry trade players to showcase what Malaysia has to offer to their Muslim clientele.”

Nur Alyssa also added that ITC is also keen to share its MFTH experience and services to help global destinations and tourism industry players expand their Muslim-Friendly Tourism and Hospitality position.

“ATM offers the perfect networking opportunity for us to highlight our key programmes such as the Muslim-Friendly Tourist Guide (MFTG) training, our body of research and knowledge to elevate the Islamic Tourism industry, and the rebranding of the Muslim-Friendly Tourism and Hospitality Recognition (MFAR) programme which now has been expanded to include certification in ten different tourism sectors, namely tourist accommodations, spa and wellness, medical facilities, travel agencies, transportation hubs, shopping malls, amusement parks, rest service areas, tourism products and convention and trade centres,” she goes on to explain.

In conjunction with ATM this year, ITC has strengthened its visibility by collaborating with trade publication TTG Asia to share how the industry can tap into the Muslim tourist market. ITC has also published new and updated information leaflets to attract buy-in from new stakeholders, namely the Six Essential Elements of MFTH and MFTH Solutions.

ITC’s participation in ATM is under the Malaysia Pavilion, led by Tourism Malaysia, together with other Malaysian delegates such as hoteliers, travel agencies, health and wellness operators and many others.

“We are pleased to be invited by Tourism Malaysia to be part of the delegation to ATM this year. The Malaysia Pavilion is a strong show of the choice and diversity that Malaysia has to offer to tourists of all nationalities and faiths from anywhere in the world. We look forward to partnering with industry trade players to welcome tourists to our shores again,” Nur Alyssa said.

Since its establishment in 2009, ITC has been working closely with tourism industry players in Malaysia to develop the industry with new tourism products catered to Muslim tourists, standards development, certification programmes, training and upskilling programmes, and market intelligence. As of December 2022, ITC has certified 131 Muslim-Friendly tourist guides and 52 Muslim-friendly hotels. It has also trained mosque guides to better cater to tourists interested in visiting mosques, which has helped to strengthen Malaysia’s Mosque Tourism offerings.


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