MOTAC tourist guides attending the MFTG training course at Berjaya Times Square Hotel, Kuala Lumpur
KUALA LUMPUR, 21 MAY 2025: Islamic Tourism Centre (ITC) continues its commitment to enhance service excellence in Islamic tourism through its signature Muslim-Friendly Tourist Guide (MFTG) Training Course held from 13 to 15 May 2025 at Berjaya Times Square Hotel, Kuala Lumpur. A total of 14 licensed tourist guides under the Ministry of Tourism, Arts, and Culture Malaysia (MOTAC) participated in the intensive three-day training session.
Established in 2009, ITC has been at the forefront of developing Muslim-friendly Tourism and Hospitality (MFTH) through various strategic initiatives. Among its flagship programmes are the MFTG training course, which began in 2017 to nurture a growing pool of certified Muslim-friendly guides nationwide, and the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR).
Research and Training Director cum acting Director-General of ITC, Ms. Nur Alyssa Coraline Yussin, emphasised the importance of continuous learning and meaningful experiences in tourism, stating: “We are all lifelong learners. The participants in this course embody that spirit, showing an eagerness to grow and improve. In the tourism industry, the experience is the product. Even if the food isn’t perfect, excellent service and memorable experiences will bring visitors back and they’ll bring others with them back to your business. But without a good experience, no location or offering can truly succeed.”
This 18th edition of MFTG training programme introduced an improved content for the first time, focusing on both theoretical foundations and practical skills.
Topics covered were :
MODULE 1 : THE ESSENCE OF ISLAMIC TOURISM : HISTORY, CONCEPTS AND MFTH IN PRACTICE
- History of Islamic Heritage
Explores the historical roots of Islam and its significance in local tourism. Group activities encouraged participants to design Muslim-friendly itineraries based on their chosen states.
- Understanding the Concepts and Development of the Global Travel Market
Offers insights into the rapid growth of the Muslim tourist market, key demographics, and the increasing demand for Halal-friendly experiences.
- Muslim Friendly Malaysia : Initiatives Toward Sustainability
Malaysia supports Muslim-friendly tourism with halal services, eco-friendly efforts, and cultural sites. It aims to be a top, sustainable travel choice for Muslim visitors.
- Basic Fiqh
Covers essential Islamic practises related to travel, including prayer (Jama’ and Qasar), Halal-Haram considerations, and awareness of Shubhah (doubtful elements).
- MFTH Products and Destinations – Technical Visit
A behind-the-scenes tour of Yayasan Al Jenderami in Dengkil, a Pondokstay which combines Islamic learning, edutourism, and village hospitality in a traditional Malay Muslim environment.
- MFTH Products and Destinations – Group Work
An exercise for participants to customise travel itineraries for Muslim couples, families and other market demographics, applying their new found knowledge in real-world scenarios.
MODULE 2 : ISLAMIC PRINCIPLES IN TRAVEL AND TOURISM
- Shariah Principles in Tourism and Hospitality
Highlights permissible practises and the ethical framework that guides Muslim-friendly tourism.
- Basic Understanding of Halal (Part 1 and Part 2)
A detailed discussion of Halal and Haram elements, enhancing the guides’ ability to advise Muslim tourists accurately and confidently.
MODULE 3 : GUIDING WITH GRACE : ETHICS AND EFFECTIVE
COMMUNICATION IN MFTG
- Understanding the Requirements and Managing the Expectations of Muslim Tourists
Offers an overview of the diversity among Muslim travellers and the core necessities they seek such as Halal food and prayer facilities.
- Code of Ethics
Offers an understanding of Islamic ethics aligned with both professional standards and Islamic teachings, to groom tourist guides into not just information providers but as ambassadors of values, hospitality and cultural respect.
- Effective Communication in MFTH
Explores the importance of communication, both verbal and non-verbal skills, Islamic communication etiquette, and how to foster cultural understanding and engagement.
To be certified as a full-fledged MFTG––and receive the lapel pin and MFTG identification card––participants need to sit for a writing assessment to evaluate their understanding of the modules presented. Upon successful completion of the evaluation, the number of MFTGs around Malaysia will climb to 305.
END
About Islamic Tourism Centre
Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture, 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 2022. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2024, 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 growing 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.
For further details, kindly email comms@itc.gov.my or the following individuals:
Anis Ramli, Corporate Communications Division, ITC at 012 321 913
Nadhirah Aripin, Corporate Communications Division, ITC at 019 356 053
Ainaa Izzati, Corporate Communications Division, ITC at 010 266 253
Khairul Iman, Corporate Communications Division, ITC at 013 289 2609
