Malaysia continues to reinforce its reputation as one of the world’s leading Muslim-friendly travel destinations with the signing of a significant Memorandum of Understanding (MoU) between the Islamic Tourism Centre (ITC) and the Malaysian Association of Tour and Travel Agents (MATTA).

The historic agreement was signed at the World Trade Centre Kuala Lumpur during the MATTA Muslim-Friendly Travel Fair (MFTF) 2026, marking another important milestone in the country’s efforts to elevate its Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem.

A Strategic Partnership to Grow Muslim-Friendly Tourism

The Memorandum of Understanding was witnessed by the Minister of Tourism, Arts and Culture, YB Dato Sri Tiong King Sing, while ITC Director-General Encik Mohammad Faisal Abu Suaib Khan and MATTA President Mr. Nigel Wong officially signed the agreement.

As a strategic partner of the MATTA Muslim-Friendly Travel Fair 2026, the Islamic Tourism Centre aims to work closely with MATTA to strengthen Malaysia’s tourism industry by improving Muslim-friendly facilities, services, industry training and promotional initiatives.

With more than 2,900 member organisations, MATTA represents the country’s largest network of travel and tour operators. Through this collaboration, tourism industry players will gain access to valuable training and resources designed to better serve the growing Muslim travel market while enhancing the overall visitor experience for travellers of all backgrounds.

Training 1,000 Tourism Professionals

One of the key objectives of the partnership is to integrate MATTA members into the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme.

According to ITC Director-General Encik Mohammad Faisal Abu Suaib Khan, the collaboration aims to train approximately 1,000 tourism professionals over the next few years, equipping them with the knowledge and skills needed to provide high-quality Muslim-friendly services.

The first training session is scheduled to take place on 27 and 28 July 2026, involving an estimated 50 MATTA members.

The initiative reflects Malaysia’s commitment to delivering tourism experiences built on inclusivity, quality service and hospitality values that benefit every traveller.

Tapping Into the Expanding Global Muslim Travel Market

The global Muslim travel market continues to present tremendous growth opportunities.

With an estimated 2.2 billion Muslims worldwide, the segment represents one of the fastest-growing tourism markets globally. Locally, Muslim travellers are projected to contribute approximately 15 million visitor arrivals to Malaysia by 2030.

Recognising this immense potential, ITC is encouraging tourism stakeholders to participate actively in developing products and services that cater to Muslim travellers’ needs while maintaining universal standards of hospitality.

Creating a Comprehensive Muslim-Friendly Tourism Database

Beyond training and certification, ITC also plans to establish a comprehensive reference platform for Muslim travellers worldwide.

The database will feature a wide range of verified Muslim-friendly offerings, including:

• Hotels
• Travel agencies
• Licensed tourist guides
• Spa and wellness providers
• Tourism attractions
• Travel-related products and services

The initiative aims to simplify travel planning by providing visitors with trusted information that allows them to make informed decisions before and during their trips to Malaysia.

MATTA Commits to Long-Term Industry Development

MATTA Vice President for Air Transportation, Dr. Fazil Khan Abdul Kadir, described the collaboration as a natural progression of the longstanding relationship between MATTA and ITC.

He emphasised that developing the Muslim-friendly travel sector requires structured planning, accountability and sustainable partnerships. The formalised collaboration is expected to create greater opportunities for MATTA members while strengthening Malaysia’s tourism industry as a whole.

Malaysia Continues to Lead the Global Muslim Travel Industry

The signing of the MoU comes shortly after Malaysia achieved another remarkable international recognition.

The country retained its title as the Top Muslim-Friendly Destination (OIC) in the Global Muslim Travel Index (GMTI) 2026 for the 11th consecutive year, further cementing its leadership in Muslim-friendly tourism.

Malaysia also received two prestigious honours at the Halal in Travel Awards 2026 in Singapore:

• Muslim Women-Friendly Destination of the Year
• Accessible Muslim-Friendly Destination of the Year

These accolades reflect Malaysia’s continuous efforts to provide safe, inclusive and accessible travel experiences for Muslim visitors from around the world.

Expanding Malaysia’s Muslim-Friendly Tourism Beyond Borders

Building on its international success, ITC has expanded the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme into Russia and Taiwan.

Interest has also been expressed by tourism stakeholders in the Philippines, Vietnam, Cambodia and Sri Lanka, highlighting Malaysia’s growing influence as a global reference point for Muslim-friendly tourism standards.

Looking Ahead

The partnership between ITC and MATTA represents another important chapter in Malaysia’s tourism journey.

By investing in industry training, quality assurance and stronger collaboration with tourism stakeholders, Malaysia is creating a more inclusive and welcoming travel environment that benefits both local businesses and international visitors.

As global demand for Muslim-friendly travel continues to rise, initiatives like this ensure Malaysia remains at the forefront of the industry, setting international benchmarks while showcasing the country’s renowned hospitality, diversity and commitment to excellence.

Whether visitors are travelling for leisure, business or cultural exploration, Malaysia continues to demonstrate why it is recognised as one of the world’s premier Muslim-friendly travel destinations.