| Background On 20th January 2009, the Government of Malaysia approved the setting-up of the Islamic Tourism Centre as a company limited by guarantee. The Centre has been launched on 16th March 2009 at Auditorium, Al-Azim State Mosque, Melaka by the Governor of Melaka and Minister of Tourism, Malaysia. It is to be supervised by a Board of Directors comprising of both Government officials and representatives from private sector. The Centre's core activity is to facilitate the Ministry of Tourism, Malaysia in undertaking strategic research for tourism policy formulation that will enhance travel aand sustainable tourism development of the Malaysian tourism industry. It is to compliment and supplement the Ministry of Tourism, Tourism Malaysia and other relevant tourism organisations in areas devoted to sustainable tourism and serve as an advisory's capacity. Strategic Objectives of the ITC The Islamic Tourism Centre’s 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 Malaysian tourism industry. The Centre is to compliment and supplement the Ministry of Tourism, Malaysia, Tourism Malaysia and other relevant tourism organisations in areas devoted to sustainable tourism and serve as an advisory’ capacity. In undertaking this task, ITC shall pursue the following strategic objectives: i. Serve as a focal point for tourism strategic research on market intelligence particularly on emerging tourism markets like the Middle-East, for the Ministry of Tourism, Malaysia, Tourism Malaysia and other relevant tourism organisations for strategic policy formulation and implementation; ii. To undertake tourism research projects commissioned by the Ministry of Tourism, Malaysia, Tourism Malaysia and other relevant tourism organisations; iii. Collaborate with other tourism research institutes and institutes of higher learning at home and abroad; iv. To provide capacity building in tourism human resource and professional skills standards and service quality for officials from the government agencies and private sector tourism organisations; v. Undertake Information exchange in sharing of sustainable tourism best practices and developing strategic partnership with governmental, inter-governmental and non-governmental organisations; and vi. To facilitate in tourism study visits and attachments with the aim of building friendship and networking to attract potential tourist to Malaysia. Scope of Activities The ITC shall undertake the following activities to advance the above strategic objectives. a) Formulate a resource mobilization and business plan which emphasizes the commercial value, and long-term sustainability of the ITC as a strategic research provider and to serve as ‘advisory’ in identifying global tourism trends and forecasting for sustainable tourism growth and development for Malaysia; b) To organise capacity building courses on tourism skill services and standards; c) Undertake Information exchange in sharing of sustainable tourism best practices and developing strategic partnership with governmental, inter-governmental and non-governmental organisations; and d) To facilitate in tourism study visits and attachments with the aim of building friendship and networking to attract potential tourist to Malaysia. Branding and Campaign Slogan The Centre will be referred to as the Islamic Tourism Centre in full and ITC in short. To recognise and to increase awareness of Islamic Tourism Centre as a limited company by guarantee, a company logo has been designed with a slogan tagline as : ENHANCING TIES, ENRICHING KNOWLEDGE | 
