SINGAPORE, 12 JUNE 2025: This year marks a significant milestone for the Islamic Tourism Centre (ITC), as Malaysia once again clinches the top position in the Global Muslim Travel Index (GMTI) by CrescentRating, earning the title of ‘Top Muslim-Friendly Destination of the Year’ – an achievement the nation has proudly upheld for a remarkable ten consecutive years since the index’s inception in 2015.
The recognition was awarded at the 4th Halal in Travel Awards held in Singapore, with the Deputy Minister of Tourism, Arts and Culture Malaysia (MOTAC), YB Khairul Firdaus Akbar Khan, receiving the award on behalf of Malaysia. The Deputy Minister said, ”This achievement is the result of a collective effort by industry players from both the government and private sectors, who have worked tirelessly to deliver exceptional Muslim-Friendly Tourism and Hospitality (MFTH) products and services.”
According to the GMTI 2025 report, Malaysia’s top ranking is attributed to key strengths such as the widespread availability of halal dining options, prayer facilities, a robust network of Muslim-friendly accommodations, and a secure, welcoming environment.
Ranking first out of 153 destinations with a final score of 79, an increase of three points from the previous year, Malaysia has once again demonstrated consistent excellence and commitment to the Muslim-friendly tourism sector.
Other factors contributed to Malaysia’s top ranking:
- Pioneering Service & Policy: Malaysia leads the way with solid government support, strong halal certification, and clear policies that make Muslim-friendly tourism part of the country’s overall tourism strategy.
- Leading Accessible Tourism: Malaysia is among the best in providing facilities for travellers with different needs, including the elderly, people with disabilities, and those with neurodivergent conditions.
- Top Destination for Muslim Women: Malaysia is the top OIC destination for Muslim women, thanks to its safe environment and services that make female travellers feel comfortable and respected.
Malaysia’s consistent performance in these areas reflects the strength of its tourism framework, particularly the emphasis on standardised Muslim-friendly tourism guidelines – ITC’s efforts in building trust, assurance, and consistency in service quality.
Khairul Firdaus echoed this statement by stating, “MOTAC, through ITC, will continue to engage closely with industry players and tourism service providers through our recognition programmes, ensuring that Malaysia remains a welcoming destination for Muslim travellers worldwide. With a unified framework, we can help businesses deliver consistent, high-quality Muslim-friendly services for tourists from all over the world to enjoy.”
ITC’s two signature recognition programmes, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG), are instrumental in standardising and reinforcing these standards.
To date, 56 MFAR-recognised businesses, including accommodations and travel agencies, and 305 certified MFTGs are operating across the country. This growing industry participation not only enhances the overall visitor experience but also reinforces Malaysia’s position as a global leader in Muslim-friendly tourism – a strategic advantage as the country prepares to welcome the world for Visit Malaysia 2026.
With its abundance of experience and expertise, ITC has served as a trusted consultant in research, training, standards development, and capacity building for MFTH. ITC has actively fostered collaborations with countries across ASEAN and beyond. In 2024 alone, several Memorandum of Understanding (MoUs) were signed with international tourism stakeholders, including partners from Indonesia, the Kyrgyz Republic, Russia, and Uzbekistan. This demonstrates ITC’s readiness to support and guide other nations in developing their own Muslim-friendly tourism ecosystems, making travel more accessible and comfortable for the global Muslim tourist market.
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About Global Muslim Travel Index (GMTI)
Since the launch of the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) in 2015, Malaysia has consistently ranked as one of the top destinations for Muslim travellers. The country has retained its No. 1 position for years, except in 2020 when the report was not published due to the COVID-19 pandemic.
In the GMTI 2024 report, Malaysia shares the top spot with Indonesia, both scoring 76 points, reflecting a 3-point improvement from the previous year. Malaysia’s continued leadership is attributed to its strong focus on enhancing Muslim-friendly travel facilities, particularly:
- The widespread availability of halal food,
- Extensive prayer facilities, and
- Dedicated tourism services tailored for Muslim travellers.
Malaysia’s infrastructure, safety, visa accessibility, and a supportive policy framework further support its performance. These strengths, combined with ongoing initiatives such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) recognition, reinforce the country’s status as a trusted and inclusive destination for Muslim tourists.
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 the 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 for 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
