12
Cover Story
@ Halal | May-June . 2021 extended stay and high-value consumption is untapped . There are huge potentials once the world gets to travel again .
It is vital for destination marketing organisations ( DMOs ) worldwide to seriously consider this market segment when formulating their strategies now . The key to tourism and economic rebound may be in this niche market itself . Given this , ITC is ready to support industry players to increase their knowledge about this market and prepare them to benefit from this market ’ s potential , especially post-Covid .
Interestingly , GMTI , in its 2017 report , formulated an ACES ( Access , Communication , Environment and Services ) model as a guide on how to attract the Muslim tourist market . A simple illustration of this model would be to formulate flexible visa requirements for Muslim travellers or make sure that our products and services are accessible to them ; communicate our offerings to them perhaps through greater digital presence , marketing strategies , and use of technology ; provide an environment in which they will feel safe to travel with fewer restrictions ; and create infrastructure and facilities that cater to their religious needs .
According to the ACES model , Malaysia ’ s ranking in the 2019 report is also very commendable , placing 4th for access , 2nd for communication , 5th for the environment , and 3rd for services . All relevant stakeholders and industry players , be it public or private , must ensure Malaysia remains the top destination for Muslim travellers .
Given this , I would say that tourism industry players can move forward by adopting an inclusive mindset for this target market . They should think innovatively to cater to this market ’ s unique needs and interests , communicate your offerings to them , utilise digital technology , and re-skill and upskill themselves .
How do you see the Muslim-Friendly Tourism and Hospitality ( MFTH ) ecosystem growing in the future ? And how should industry players prepare for it ? The MFTH ecosystem has huge opportunities to grow . Along with that are opportunities that can be capitalised by businesses involved in the tourism and hospitality industry .
The pandemic has impacted so many businesses in the tourism and hospitality industry . The MFTH market provides huge potential for businesses to rebound and stay resilient in the future . Industry players are beginning to see the potential . They are beginning to cater to this market through products and services that fulfil the spiritual / religious needs of Muslim tourists so they may travel in comfort . But they need to realise that MFTH is more than a target market , more than just a marketing tool .
In the bigger picture , MFTH is a business model or outlook that can help industry players navigate the future better , insha Allah , driving job creation , investment and economic growth . With collaborations across economic sectors such as tech , education , and finance , MFTH can open doors beyond the tourism economy .
Industry players can prepare for it by expanding their understanding of the Muslim tourist market , Islamic tourism and MFTH , and start thinking of it as the way forward to being resilient and sustainable for the long term .
I would say that tourism industry players can move forward by adopting an inclusive mindset for this target market . They should think innovatively to cater to this market ’ s unique needs and interests , communicate your offerings to them , utilise digital technology , and re-skill and upskill themselves .”
It is observed that Muslim tourists place emphasis on halal food and Muslimfriendly amenities , health and safety protocol , and satisfaction and value for money . How ITC play its advocacy role in helping industry players fulfil the said needs ? We have focused on research , training and capacity building and certification of Muslimfriendly tourism and hospitality services . This is to equip tourism industry players with the relevant knowledge and skills and help develop the tourism ecosystem that would support this niche tourist market .
We have also strengthened the Muslimfriendly Accommodation Recognition ( MFAR ) programme to help the hotel industry with the necessary assurance for their Muslim clientele .
Guidelines were developed for Muslimfriendly attractions and packages to prepare the Islamic tourism sector in leveraging the Muslim tourist market .
The Department of Standards Malaysia has nominated ITC as lead coordinator for the Standards and Metrology Institute for Islamic Countries ( SMIIC ) technical committee . This is to develop halal spa standards to help Muslim spa owners provide the relevant facilities and services to Muslim tourists .
Various re-skilling and upskilling training programmes were conducted for tourism industry players to prepare themselves for the tourism rebound and welcome more Muslim tourists . This includes the Muslim-Friendly Tour Guide training .
We also participated in online webinars and speaking engagements as keynote speakers , panellists and advisors at regional and international level .
There was increased knowledge contribution in Islamic tourism by commissioning research and studies in the area . Their research unearthed the vast potentials in Muslimfriendly tourism and hospitality , sustainable destination management , products and services to cater to this niche market , and marketing and branding , to name a few . The breadth of research ensures that the industry has good references to undertake development and policy formulation in Islamic tourism .
Indeed , many businesses have been impacted by the pandemic . Overall , while we ’ ve seen tourism industry players struggle during this pandemic , we also see their diligent efforts to survive through this challenging time .
The focus is largely on surviving , recovery , connections , and sustainability , bearing in mind that the industry will rebound eventually . When that happens , industry players who are proactively preparing themselves for that future will win , Insyallah .
ITC uses education and capacity building methods to help industry partners to remain resilient and committed to good business practices , especially in the current crisis . Through our partnership with knowledgeable friends and scholars , we are working together through knowledge channels and research studies related to Islamic tourism and Mesra Muslim as the basis for developing this segment .
We are seeing the buy-in and support from industry players who now realise the value and potential of the Muslim tourist market . An ITC pilot project , the Muslim-Friendly Accommodation Recognition ( MFAR ) initiative , has seen some 44 local and international-brand hotels participating . They are keen to tap into this market . With our guidance , they are moving towards providing more Muslimfriendly hotel facilities and services for this market .
Malaysia is seen as the benchmark or role model destination for MFTH . What are the contributions of ITC for MFTH globally ? To the OIC countries , ITC is very much recognised . Malaysia is the only country in the world that has such a set up . Backed by the government . Besides the recognition , we have a lot of engagement locally and internationally .
We are proud to have Malaysia significantly positioned in the global Muslim market . We want this position to be improved and not going lesser than where we are . This goal aligns with ITC itself because we ( ITC ) are also a reference centre for MFTH .
We place importance on knowledgesharing with OIC and non-OIC countries , including Korea , Taiwan , Hong Kong , and Southeast Asian countries . The initiative of sharing knowledge goes with ITC ’ s tagline – “ Enriching knowledge ”.