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Malay Mail
2 days ago
- Business
- Malay Mail
Rediscover Malaysia Through A Muslim-Friendly Lens: Islamic Tourism Month (ITM) 2025 Returns This August
This year's campaign unfolds across eight (8) vibrant categories; Mosque Open Day, Accommodation, Travel Packages, Spa, Wellness and Healthcare, Food and Beverages, Events and Exhibitions, Shopping and Retail, and Tourism Products and Theme Parks, offering a nationwide celebration filled with inclusive-meaningful experiences tailored for locals and international visitors; families, solo travelers, entrepreneurs, and enthusiasts alike. ITM 2025 unfolds with a promise of uncompromising discovery experience as Malaysia continues to shine in Muslim-friendly tourism, once again securing the top spot in the Global Muslim Travel Index (GMTI) 2025, marking a decade of consecutive recognition as the world's preferred destination. This achievement goes beyond rankings, it's built on a foundation of accessible prayer facilities, inclusive travel experiences, widespread availability of halal food, and progressive tourism policies. At the heart of ITM 2025 is its signature programme: Mosque Open Day. Throughout the month, selected mosques across the country will welcome the public for guided tours, exhibitions, and community-driven activities. Designed to promote understanding, inclusivity, and cultural exchange, this initiative offers a unique opportunity to appreciate the spiritual, historical, and social significance of mosques in Malaysia's everyday life. A CALL TO COLLABORATE: JOIN AS AN ITM 2025 PARTNER ITC invites players across Malaysia's tourism and hospitality sectors to join the movement as official ITM 2025 partners. From branding exposure and market engagement to economic opportunity, businesses will benefit from access to ITC's promotional platforms, visibility among a high-value travel segment, and alignment with Malaysia's broader Visit Malaysia 2026 (VM2026) tourism objectives. "The seeds planted in 2022 have blossomed into an event that reflects Malaysia's warmth, diversity and hospitality," said Nur Alyssa Coraline Yussin, Acting Director-General of ITC. "As the Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem continues to expand, ITM offers a timely opportunity to showcase products and services that are inclusive, values-driven and culturally relevant, all while driving real business impact," she added. Since its inception, ITM has attracted over 300 participating organisations, contributing more than RM5 million in accumulated value to the national tourism landscape. Their collective efforts have helped elevate Malaysia's MFTH offerings while solidifying its position as a sustainable, values-driven tourism hub. GET CREATIVE: THE ITM 2025 TIKTOK CHALLENGE IS BACK The much-loved ITM TikTok Challenge returns in 2025. Content creators are invited to explore ITM partner destinations and share their experiences using the hashtag #ExperienceITM2025. With just three simple steps; Visit, Video, and Viral, participants stand a chance to win exciting prizes worth more than RM50,000, including a holiday package to Xi'an, China, and an exclusive sailing getaway with Aroya Cruises. MARCHING TOWARDS VISIT MALAYSIA 2026 With Visit Malaysia 2026 on the horizon, ITM 2025 serves as a strategic prelude; a platform to galvanise industry readiness, attract global attention, and celebrate what makes Malaysia truly unique. By participating, businesses not only contribute to national tourism goals but also join a movement rooted in authentic experiences, inclusive values, and long-term impact. REGIONAL MOMENTUM: MALAYSIA'S ASEAN CHAIRMANSHIP ELEVATES ITM 2025 This year's ITM unfolds at a pivotal moment as Malaysia assumes the Chairmanship of ASEAN, offering a timely space to deepen regional tourism collaboration. With shared cultural values and growing interest in Muslim-friendly travel, ITM 2025 presents an exceptional opportunity for visitors from ASEAN member states to explore Malaysia's offerings. From ITC perspective, this alignment is expected to drive stronger participation and outcomes than previous editions, further positioning Malaysia as a gateway for inclusive, experience-rich tourism across Southeast Asia. WHO SHOULD JOIN? ITM 2025 is open to all tourism and hospitality players, including: PUTRAJAYA, MALAYSIA - Media OutReach Newswire - 18 August 2025 - Islamic Tourism Month (ITM) 2025 returns for its fourth and most exciting edition yet, inviting Malaysians and global travelers to embark on a journey of rediscovery through the rich lens of Muslim-Friendly Tourism and Hospitality (MFTH). Organised by the Islamic Tourism Centre (ITC), ITM 2025 takes place from 18 August to 30 September, showcasing the beauty, diversity, and warmth of Malaysia as a leading Muslim-friendly year's campaign unfolds across eight (8) vibrant categories;, offering a nationwide celebration filled with inclusive-meaningful experiences tailored for locals and international visitors; families, solo travelers, entrepreneurs, and enthusiasts 2025 unfolds with a promise of uncompromising discovery experience as Malaysia continues to shine in Muslim-friendly tourism, once again securing the top spot in the Global Muslim Travel Index (GMTI) 2025, marking a decade of consecutive recognition as the world's preferred destination. This achievement goes beyond rankings, it's built on a foundation of accessible prayer facilities, inclusive travel experiences, widespread availability of halal food, and progressive tourism the heart of ITM 2025 is its signature programme: Mosque Open Day. Throughout the month, selected mosques across the country will welcome the public for guided tours, exhibitions, and community-driven activities. Designed to promote understanding, inclusivity, and cultural exchange, this initiative offers a unique opportunity to appreciate the spiritual, historical, and social significance of mosques in Malaysia's everyday invites players across Malaysia's tourism and hospitality sectors to join the movement as official ITM 2025 partners. From branding exposure and market engagement to economic opportunity, businesses will benefit from access to ITC's promotional platforms, visibility among a high-value travel segment, and alignment with Malaysia's broader Visit Malaysia 2026 (VM2026) tourism objectives."The seeds planted in 2022 have blossomed into an event that reflects Malaysia's warmth, diversity and hospitality," said Nur Alyssa Coraline Yussin, Acting Director-General of ITC."We invite businesses to be part of this growing movement. By aligning with ITM 2025, partners gain access to a strong branding platform, a rapidly expanding Muslim tourist market and the chance to support Malaysia's journey toward VM 2026"."As the Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem continues to expand, ITM offers a timely opportunity to showcase products and services that are inclusive, values-driven and culturally relevant, all while driving real business impact," she its inception, ITM has attracted over 300 participating organisations, contributing more than RM5 million in accumulated value to the national tourism landscape. Their collective efforts have helped elevate Malaysia's MFTH offerings while solidifying its position as a sustainable, values-driven tourism much-loved ITM TikTok Challenge returns in 2025. Content creators are invited to explore ITM partner destinations and share their experiences using the hashtag #ExperienceITM2025. With just three simple steps;, participants stand a chance to win exciting prizes worth more than RM50,000, including a holiday package to Xi'an, China, and an exclusive sailing getaway with Aroya Visit Malaysia 2026 on the horizon, ITM 2025 serves as a strategic prelude; a platform to galvanise industry readiness, attract global attention, and celebrate what makes Malaysia truly unique. By participating, businesses not only contribute to national tourism goals but also join a movement rooted in authentic experiences, inclusive values, and long-term year's ITM unfolds at a pivotal moment as Malaysia assumes the Chairmanship of ASEAN, offering a timely space to deepen regional tourism collaboration. With shared cultural values and growing interest in Muslim-friendly travel, ITM 2025 presents an exceptional opportunity for visitors from ASEAN member states to explore Malaysia's offerings. From ITC perspective, this alignment is expected to drive stronger participation and outcomes than previous editions, further positioning Malaysia as a gateway for inclusive, experience-rich tourism across Southeast 2025 is open to all tourism and hospitality players, including: Hotels & Resorts Spa & Wellness Centres Theme Parks Shopping Malls Retailers Mosques Event Organisers Training Providers Any tourism businesses offering Halal or Muslim-friendly products and services . Mosque Open Day Accommodation Travel Packages Spa, Wellness and Healthcare Food and Beverages Events and Exhibitions Shopping and Retail Tourism Products and Theme Parks Registration is now open. Interested businesses can sign up as official ITM 2025 partners via Stay updated and inspired by following us on Instagram (@itm_itc) and Facebook (Islamic Tourism Month).The much-beloved ITM trademark event where Malaysia's most majestic mosques open their doors to visitors from near and far. Discover the beauty of Malaysian Islamic culture through guided tours, exhibitions and engaging community activities that promote understanding, culture appreciation and cool highlands to sunny beaches and city escapes, enjoy exclusive discounts and packages created just for ITM 2025. Look out for deals catering to families, luxury seekers, youth travellers and travel packages that take the stress out of planning and offer great value. Designed to suit those seeking for adventures and relaxation. Each package brings together convenience, comfort, and authentic an era where self-care and mindful living continues to grow, ITM 2025 brings together a calming selection of spa, wellness and healthcare experiences. From traditional Malay treatments to modern therapies, each option is thoughtfully tailored, with gender-sensitive services available to ensure peace of needs to eat, but during ITM 2025, every meal becomes an opportunity to explore. Enjoy a variety of halal delicacies with special promotions that make dining out even more up, upskill, and link up at ITM-listed events and exhibitions throughout the month. Connect with like-minded individuals at key gatherings such asand theITC signatures, the MFTG Training programmes are also open for registration to eligible industry players, alongside a variety of other activities including spa and wellness upskilling sessions and guided hiking events that combine learning, leisure, and therapy comes with extra rewards throughout the month. From necessities to well-deserved indulgence, special promotions make it the perfect time to shop for anything and is the perfect time to explore Malaysia's many attractions, from museums and cultural landmarks to family-friendly favourites likeand #ITM2025 #IslamicTourismMonth #ExperienceITM2025 #DiscoverMFAR #ITMTikTokChallenge2025 #IslamicTourismCentre #MuslimFriendlyMalaysia #MalaysiaMesraMuslim #KembaraPenuhYakin The issuer is solely responsible for the content of this announcement. ABOUT ISLAMIC TOURISM CENTRE Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture (MOTAC) Malaysia, tasked to develop the Islamic Tourism segment for Malaysia. It advocates for Muslim-friendly tourism (MFT) by offering research and market intelligence, training, industry development consultation, Muslim-Friendly Tourism and Hospitality (MFTH) services standards and recognition, and information exchange. Malaysia was named the top country in the region in the MFTH sector by the State of the Global Islamic Economy (SGIE) Report 2025. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, a position it has defended since the launch of the Index in 2015. Malaysia was also recognised as the Top Muslim-Friendly Destination of the Year (OIC) and the Top Muslim Women-Friendly Destination of the Year in Halal in Travel Awards 2023. In addition, ITC was named the recipient of the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021. ITC's signature programme, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR), was awarded the prestigious BrandLaureate Brand of the Year Award 2024 in the category of Excellence in Islamic Tourism and Muslim-Friendly Hospitality Solutions. It is a recognition of ITC's efforts and endeavours in formulating new strategies in developing and expanding the Islamic tourism segment in Malaysia. These recognitions are an added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of MFTH.
Skift
04-07-2025
- Business
- Skift
What Destinations Get Wrong (and Right) About the Muslim Travel Market
Destinations investing early and comprehensively in halal-friendly travel are likely to gain long-term competitive advantage as this sector continues to grow. The global Muslim travel market is expected to reach $235 billion by 2030, up from $189 billion in 2024, according to the 2025 Mastercard-CrescentRating Global Muslim Travel Index (GMTI), released last month. The Muslim, or halal, travel sector caters to the specific needs of Muslim travelers, including halal-certified food, access to prayer spaces, and accommodations that align with Islamic values. The Muslim travel index, a widely cited benchmark, tracks this segment and ranks 145 destinations worldwide using a four-point framework: Access, Communication, Environment, and Services. The report attributes the sector's projected growth to three key trends: a rising global Muslim population, from 2.12 billion in 2024 to a projected 2.47 billion by 2034, increasing disposable income, and better access to travel infrastructure. In 2024, international arrivals of Muslim travelers were 10% higher than pre-pandemic levels. Malaysia and Singapore On Top Southeast Asia continues to outperform other regions in attracting Muslim travelers. Malaysia once again ranked first among Muslim-majority destinations. Singapore leads all non-Muslim-majority countries, thanks to its extensive halal food offerings, inclusive tourism services, and traveler-friendly airport infrastructure. 'Thailand has been targeting the halal travel market for a long time, primarily to attract tourists from Malaysia and Indonesia,' said Fazal Bahardeen, CEO of CrescentRating. He noted that the Philippines is becoming a serious contender, 'They're (The Philippines) the first non-Muslim destination to offer a halal-friendly beach in Boracay for Muslim families.' The Philippines Department of Tourism created a halal travel portfolio, expanded halal food certifications, and launched awareness training for tourism operators. Speaking at the Skift Asia Forum, Christina Garcia Frasco, tourism secretary of the Philippines, discussed how there has been a very serious push towards expanding the Philippines' Muslim-friendly tourism portfolio. Other Asian destinations including Taiwan, Hong Kong, Japan, South Korea, Vietnam, and Cambodia are also investing in halal-friendly offerings. Hong Kong and Taiwan ranked third and fourth, respectively, among non-Muslim-majority destinations in the travel index. What Muslim Travelers Actually Want 'Many people have a misconception that halal travel is limited to the Middle East,' said Azwan Ariffin of Tripfez, a Malaysia-based online travel agency focused on Muslim-friendly travel. 'In reality, any destination can attract halal travelers by offering food and facilities which meet their religious requirements.' Bahardeen said that Muslim travelers want many of the same things other travelers do, such as seamless digital services, cashless transactions, and streamlined immigration, but with an added layer of faith-based considerations. 'The Muslim market is not a behemoth,' he said. 'It's segmented into three categories, depending on how strictly Muslim travelers observe their faith: 20% are 'strictly practicing,' 60% are 'practicing,' and 20% are 'less practicing.'' Destinations must understand that each of these groups has different expectations. 'Strictly practicing Muslims may require dedicated prayer facilities and halal-only dining and accommodation options,' Bahardeen said. 'Less practicing Muslims may need halal food available but can be more flexible on other options.' Muslim-majority countries are often well positioned to cater to all levels of practice. Others may be limited by cultural norms, infrastructure, or funding. 'For Muslims, there are some overall essential requirements for a destination, or 'need to have,'' Bahardeen said. 'For example, halal food, access to prayer spaces, water-friendly toilets, and no Islamophobia. Then there are qualities that are 'good to have,' such as fasting-friendly hotels and Muslim-friendly experiences.' The final tier, described as 'nice to have,' includes destinations with no non-halal food or alcohol and separate activities for men and women. Accessibility Still Overlooked Many Muslim travelers travel with extended family, including elderly or disabled relatives. According to United Nations Tourism, nearly 50% of people over age 60 have a disability, yet most global destinations are still not designed with their needs in mind. Muslim travelers in particular need hotels, prayer areas, and transportation options that accommodate wheelchairs and limited mobility. 'Accessibility is a neglected area that we are trying to push,' Bahardeen said. The travel index added accessibility as a standalone category in 2023, highlighting a major gap in tourism readiness. Gen Z and Millennials Reshaping the Market Younger Muslim travelers are driving much of the sector's growth. Millennials and Gen Z Muslims tend to be more mobile-first, experience-oriented, and digitally fluent. 'Younger Muslim travelers are more flexible, less strict than older generations,' said Ariffin. 'For example, requiring that a hotel be clean, but not necessarily halal.' They are also a powerful marketing force. 'Younger Muslims are willing to be more adventurous and independent and can have a big positive impact on travel markets through their social media,' he said. These travelers also help destinations smooth out seasonal peaks. Many plan trips around Islamic holidays, such as Ramadan and Eid, which fall at different times each year and can boost tourism during otherwise slower periods. 'Leveraging the Muslim travel market also gives a destination more economic stability in case other tourist sectors fall off,' Bahardeen said. CrescentRating CEO Fazal Bahardeen at the Skift Asia Forum
Al Etihad
03-07-2025
- Business
- Al Etihad
UAE climbs to joint second spot in Global Muslim Travel Index as demand surges
3 July 2025 23:33 KHALED AL KHAWALDEH (ABU DHABI)The UAE has cemented its place as one of the world's leading destinations for Muslim travellers, jumping three spots to a joint second place in the latest Mastercard-Crescent Rating Global Muslim Travel Index (GMTI) 2025. The country shares the second spot with Saudi Arabia and Türkiye, each achieving a score of 78, the index ranking underscores the UAE's strategic push to attract faith-conscious tourists through investments in infrastructure, digital innovation, and tailored hospitality - positioning the Emirates as a global hub for halal travel at a time when demand is soaring.'The UAE offers an environment that seamlessly blends Muslim-friendly services and modern luxury,' the report said. 'For Muslim travellers, the destination features widespread availability of prayer facilities in public. Halal restaurants and diverse cuisines cater to dietary needs while celebrating Islamic cultures,' it added. The annual index which analyses over 153 destinations on various metrics predicts the market for Muslim travel will reach 245 million arrivals by 2030, from 176 million in 2024. The UAE is well placed to capitalise on this trend, as it continues to challenge Malaysia, Saudi Arabia, and Turkiye for the top position. The Emirates score highly across the GMTI's ACES framework - Access, Communications, Environment, and Services - the key pillars used to evaluate the quality of destinations for Muslim travellers. It was particularly strong in 'access' where it ranked first, with world-class air, rail, and road infrastructure making the country easily accessible to a large portion of the world's Muslim travellers. Another standout area highlighted in the report is the UAE's digital innovation in the tourism sector. Initiatives such as smart apps, integrated travel platforms, and real-time digital services have improved both convenience and confidence for faith-conscious travellers, setting the UAE apart from many competitors. Moreover, the country's simplified visa processes and targeted marketing campaigns have also paid dividends, broadened the UAE's appeal, and facilitated a smoother travel experience. Investments in cultural experiences, including museums, heritage sites, and Islamic art centres, were noted for further strengthening the UAE's offering, catering to a new generation of Muslim travellers seeking experiences that combine leisure with cultural enrichment and religious values.
Ya Biladi
28-06-2025
- Business
- Ya Biladi
Tourism : Africa attracts Muslim tavelers, France loses ground
France is no longer among the most attractive destinations for Muslim travelers, according to the 2025 edition of the Global Muslim Travel Index (GMTI). Developed by CrescentRating in partnership with Mastercard, this benchmark ranking has assessed the world's most «Muslim-friendly» tourist destinations annually since 2015. The latest report, which now includes 153 countries, shows a notable decline in the appeal of several Western destinations. Countries such as France, Switzerland, Belgium, and even the United States are absent from this year's ranking. Meanwhile, nations like Kenya, New Zealand, and Lebanon are gaining prominence. The Asia-Pacific and African regions continue to rise in popularity. Malaysia, Türkiye, and Saudi Arabia remain firmly at the top of the list. In 2024, Muslim tourists took nearly 176 million trips, an increase of over 25% compared to the previous year. By 2030, that number is expected to grow to 245 million, representing a market valued at $230 billion.
GMA Network
19-06-2025
- Business
- GMA Network
PH rises as Muslim-friendly destination in 2025 global index
This photo taken on June 17, 2020 shows the white beach of Boracay Island, Aklan. Ernesto Cruz/ AFP The Philippines has gained recognition as a welcoming country for Muslim travelers, climbing to 8th place in the Global Muslim Travel Index (GMTI) 2025 among destination that are not part of the Organization of Islamic Cooperation (OIC). The country improved its score to 53 in this year's GMTI, up 7 points compared to its 2024 performance when it ranked 12th. The report, jointly produced by Mastercard and CrescentRating, was released this June and takes note of the country's ongoing efforts to build an inclusive and culturally sensitive tourism sector. The Philippines is among non-OIC destinations that were described as making "strong gains" this year, along with Taiwan, Thailand, Ireland, and Australia. In the non-OIC tier, Singapore vaulted to the top spot with a score of 71, jumping 5 spots compared to last year. The GMTI 2025 report said, "The Philippines is steadily positioning itself as a Muslim-friendly destination by strengthening its capacity to welcome Muslim travelers. Efforts focus on improving accessibility to Halal food and integrating Muslim-friendly features at key tourist sites." The report also noted that Philippine tourism authorities have launched initiatives to expand Halal-certified dining and accommodations. Stakeholders, meanwhile, have been educated on Muslim visitors' needs. "With these efforts and the promotion of its diverse culture and natural beauty, the Philippines is emerging as an appealing destination for Muslim travelers in Southeast Asia," the report said. Inclusivity and diversity Tourism Secretary Christina Garcia Frasco welcomed the improved ranking, saying it affirms the government's efforts to promote inclusivity and expand the reach of Philippine tourism. "This recognition for the Philippines by the Global Muslim Travel Index 2025 affirms our steady commitment to introduce the Philippines as a halal and Muslim-friendly destination, as well as transforming our leading and emerging tourist spots to become those that practice inclusivity and diversity regardless of race and faith," Frasco said. "By prioritizing halal and Muslim-friendly tourism, we not only demonstrate our commitment to inclusivity and cultural sensitivity but also open up opportunities to attract more Muslim travelers from around the world, while expanding markets for our tourism stakeholders and creating more livelihood and employment for our fellow Filipinos," she added. CrescentRating CEO Fazal Bahardeen said the "remarkable progress" of the Philippines, alongside Hong Kong and Taiwan, demonstrate a "genuine commitment to building inclusive and welcoming tourism ecosystems." International Muslim tourist arrivals were reported to have reached 176 million in 2024, with forecasts expecting the number to grow to 245 million by 2030. By then, global Muslim travel spending is projected to hit $230 billion, underscoring the sector's economic importance. Part of the Department of Tourism's inclusivity strategy under its National Tourism Development Plan (NTDP) 2023-2028 is the implementation of updated guidelines for the operations and recognition of Muslim-Friendly Accommodation Establishments. The DOT has launched various programs to support Muslim-friendly tourism, including: SALAAM: The Halal Tourism and Trade Expo Marhaba Boracay–the first dedicated Muslim-friendly beach cove in Boracay Island Awareness campaigns and training sessions for tourism stakeholders Increased promotion of Halal-certified restaurants and Muslim-friendly facilities The GMTI report also noted the the expansion of Megaworld Hotels & Resorts, which the DOT said became the first hotel group in the Philippines to be fully recognized as 100% Muslim-Friendly Accommodation Establishments across all 13 of its properties. Megaworld's efforts were acknowledged at the Halal in Travel Awards 2025 in Singapore, where it was named "Muslim-Friendly Hotel Chain of the Year." The report also highlighted the amenities offered at Megaworld properties, such as Qibla direction markers, prayer rugs upon request, water-friendly restrooms, Halal-certified food offerings, designated prayer spaces, and gender-separated spa areas. — VDV, GMA Integrated News
