Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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 Seminar Halal Industri Pelancongan (SHIP). Many hoteliers, tour operators and tour
guides lack the understanding of Halal and the advantage that Malaysia provides as a
country with a regulatory Halal certification framework in place. ITC in collaboration
with the Halal Hub Division under the Department of Islamic Development Malaysia
(JAKIM) have outlined this short program that aims to spread the fundamental
knowledge with regard to Halal and its intricacies to the MFT industry players.
International Islamic University Malaysia - Niche Research Grant Scheme
(NRGS) awarded by the Ministry of Education
The International Islamic University of Malaysia (IIUM) recognizes MFT as an integral part of
the overall Malaysian Halal industry, a National Key Economic Area (NKEA) of the Economic
Transformation Plan (ETP), and as an important factor in terms of its impact on the national
GDP. IIUM has approached the Ministry of Education by submitting a proposal for developing
the infrastructure for Muslim-friendly Hospitality services in Malaysia.
Under the Niche Research Grant Scheme (NRGS), IIUM has been awarded a grant to develop a
legal and administrative framework for Muslim-friendly Hospitality Services in Malaysia. This
project has been awarded for five years (2012 to October 2018) resulting in a Technical
Report and White Paper presentation to the government of Malaysia. This project is planned
to be accomplished in three phases and has been divided into four project groups.223
Government Policies Supporting MFT
The Malaysian government is taking steps to develop a regulatory framework similar to the
Halal certification industry for travel. The following are some of the government policy
initiatives undertaken to enhance the MFT industry within Malaysia.
 Setting up of the Islamic Tourism Centre (ITC) to assist the Ministry of Tourism and
Culture. Malaysia’s undertaking of strategic tourism research and market intelligence
as well as providing training and capacity-building services in relation to Islamic
tourism is an indication of the Malaysian government’s commitment and priority
given to Islamic tourism in the country.
 ITC developed and published a blueprint in 2012 titled the “Strategic Plan for Islamic
Tourism Development”. This blueprint outlines the way forward for Islamic tourism
within Malaysia and undertakes the role of a guide by highlighting the critical factors
and criteria for the implementation of MFT within Malaysia.
 ITC participates in many international and local travel and trade events in order to
help promote Malaysia as a global Halal hub and a desired MFT destination. They
participate as either a main organizer, co-organizer, main supporter or exhibitor. ITC
helps the local MFT industry players ride on these platforms to help promote
Malaysian MFT products and services.
Other government policies
 Under the Ministry of Tourism and Culture, a Tourism Development Infrastructure
Fund has been developed to support the development of the tourism industry by
223 Interview with Dr. Noriah Ramli, March 2016.