MSMES DRIVE MUSLIM-FRIENDLY TOURISM SECTOR

By Norhayati Mohd Akhir

PUTRAJAYA, Oct 6 (Bernama) -- The products and services offered by micro, small and medium enterprises (MSMEs) are seen as the key driving force behind the growth of Malaysia's Islamic tourism sector, further boosting the country's position as the world's number one Muslim-friendly destination.

Ministry of Tourism, Arts and Culture secretary-general Datuk Shaharuddin Abu Sohot, said that MSMEs are not only the backbone of the local tourism industry but also have wide access to new markets based on the Muslim-Friendly Tourism and Hospitality (MFTH) concept.

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He said the Islamic Tourism Centre (ITC) plays a key role in empowering MSMEs through various initiatives such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) certification, the Muslim-Friendly Tourist Guide programme, and entrepreneurship development programmes designed for the tourism sector.

"This approach not only expands Bumiputera business opportunities within the tourism value chain but also supports the MADANI policy and the 13th Malaysia Plan, aimed at nurturing a community of competitive, innovative, and sustainable entrepreneurs," he told Bernama in a special interview recently.

He said Malaysia has successfully maintained its top position as the number one Muslim-Friendly Destination (OIC Countries) in the Mastercard-Crescent Rating Global Muslim Travel Index 2025 for 10 consecutive years, thanks to the policies, standards, and training developed by ITC.

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In addition, Malaysia also leads the Muslim-Friendly Tourism Economy rankings according to the State of the Global Islamic Economy 2024/2025 report by DinarStandard, reflecting the nation's strength in hospitality, innovation, and Islamic cultural diplomacy.

Shaharuddin added that last year, Malaysia welcomed 5.4 million Muslim tourists out of a total of 25 million international arrivals, generating RM19.54 billion in revenue for the national economy.

"ITC has even penetrated new markets, particularly the Muslim market in China, through two familiarisation trips with the Malaysia Inbound Chinese Tourism Promotion Association, which generated RM100 million in tourism package sales to Malaysia," he said.

To ensure the sustainability of the Islamic tourism ecosystem, he said, ITC has created new career opportunities, such as MFAR executives, Muslim-friendly tour guides, male and female spa therapists, and pool safety officers.

Furthermore, academic programmes have been introduced to cultivate future talent in this field, including the Diploma in Islamic Tourism at the Darul Aman Institute of Higher Learning, the Diploma in Islamic Tourism Management at Kolej Ketengah, and related studies at Universiti Sains Islam Malaysia (USIM).

Shaharuddin said that, with projected global Muslim tourist arrivals expected to reach 245 million and spending anticipated to hit US$235 billion by 2030, Malaysia must continue to invest strategically in Muslim-friendly tourism as a key driver to achieve the Visit Malaysia Year 2026 (VM2026) targets of 45 million visitors and RM270 billion in revenue.

"Such investments yield significant economic, cultural, and reputational returns, as they not only drive the nation's tourism growth but also elevate Malaysia's global position as a leading hub in the Islamic tourism industry," he said.

-- BERNAMA