| The Islamic Tourism Centre (ITC) is core activity is to facilitate the Ministry of Tourism, Malaysia in undertaking strategic research for tourism policy formulation that will enhance travel and sustainable tourism development of the Malaysia tourism industry. Positioned as a leading tourism research centre, ITC is committed in providing an environment, which encourages staff to actively pursue matters pertaining the research and development of this industry. Therefore, it is ITC's task to discuss the various research approaches related to tourism. ITC is also focussing on accepted measures and research method standards in empirical studies on tourism. Many setbacks arose because measurements and methods used in other tourism-related research work were assumed to be optimal (or at least valid) for solving particular problems. Unfortunately this assumption is inaccurate. Over time, ITC will focus on accepted standards in empirical tourism research, which have the potential to validate findings. The lack of hard data or systematic research on tourism demand and supply is one of the issues ITC aims to overcome, while identifying certain unreliable standard approaches and making the right recommendations for researchers to consider and adopt. ITC also appreciate it for any contribution from you to be published in this website. We are looking forward to collaborate with tourism researchers in Malaysia. Please send your intention and suggestion to itc@itc.gov.my | 
