Minister of MOTAC, Dato Sri Tiong King Sing with ITC Director-General, Encik Mohammad Faisal Abu Suaib Khan (left) at the ASEAN Tourism Forum 2026, Cebu, the Philippines.
CEBU, THE PHILIPPINES, 30 JANUARY 2026 – Islamic Tourism Centre (ITC) continues to illuminate Muslim-Friendly Malaysia’s international presence at the ASEAN Tourism Forum and its business platform, the ASEAN Travel Exchange (TRAVEX), in Cebu, the Philippines, from 28 to 30 January.
Reflecting on the warm reception in Cebu, ITC’s newly appointed Director-General, Encik Mohammad Faisal Abu Suaib Khan said, “We are truly pleased to represent Malaysia at such an esteemed platform, as we embark on Visit Malaysia 2026 (VM2026). Our diverse Muslim-Friendly Tourism and Hospitality (MFTH) offerings are perfectly aligned with the needs of the modern traveller. We are particularly delighted at the sincere interest shown in our key initiatives this year – the 5th World Islamic Tourism Conference (WITC) and the Umrah Hub initiative.”
Connecting with key industry players across the ASEAN region and beyond, ITC engaged in meaningful exchanges regarding the RM1 trillion global Muslim travel market. These discussions carried forward the spirit of regional unity and shared prosperity that Malaysia championed during its ASEAN Chairmanship last year, reinforcing collaborative momentum across the region.
A significant highlight was the discussion with the Department of Tourism Philippines, specifically its Halal Tourism and Muslim Concerns Division. The meeting was a positive step toward exploring potential areas of cooperation, demonstrating a mutual dedication to advancing the MFTH sector through partnership and capacity building.
ITC also noted the keen interest in its MFTH standards, Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG), indicating a growing demand for specialised services in the ASEAN region, home to 274 million Muslims. “ITC is always ready to work hand-in-hand with international organisations to harmonise standards for mutual socioeconomic benefits,” the Director-General added. “Ultimately, our goal is to ensure that destinations, especially our neighbours, can develop a solid MFTH sector with Malaysia’s tried-and-true guidelines so that the entire region can flourish together.”
Malaysia’s role as a supportive partner in the region is anchored by its consistent excellence, having topped CrescentRating and Mastercard’s Global Muslim Travel Index (GMTI) Report in the Muslim-Friendly Destination (OIC Countries) category from 2015 to 2025. By sharing the expertise that led to this achievement, ITC remains ardent in encouraging a global travel and tourism industry that is inclusive, respectful and welcoming to all.
ATF 2026 in Cebu, the Philippines marked ITC’s first appearance at an international conference and trade event to mark VM2026. Throughout the year, ITC will continue to broaden Malaysia’s reach, ensuring a travel experience that is categorically comfortable, safe and meaningful for every tourist.
5th World Islamic Tourism Conference
WITC is the region’s premier Islamic Tourism biennial assembly, convening homegrown and international experts to examine current views and trends within the MFTH sector. Introduced in 2017, this conference champions thought leadership and addresses meaningful issues such as sustainability, women in tourism, community empowerment and MFTH marketing and wellness, among others. The fifth edition of WITC will return in September 2026.
Umrah Hub Initiative
This initiative positions Malaysia as a strategic regional gateway that strengthens ASEAN’s position in the global Islamic economy by creating a seamless corridor for pilgrims across Southeast Asia, East Asia and Oceania.
Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)
MFAR is a programme that recognises Muslim-Friendly tourism products based on globally accepted standards developed by Malaysia. It supports businesses that provide added value to Muslim tourists through products and services that meet their faith-based needs. Currently, MFAR covers accommodation and travel operating businesses and will branch out to more areas, including spa and wellness.
Muslim-Friendly Tourist Guide (MFTG)
MFTG is a recognition awarded to tourist guides who have been accredited by the relevant authority (the Ministry of Tourism, Arts and Culture – MOTAC) in Malaysia) and have completed the MFTG course. This initiative enhances the knowledge and quality of guiding services for Muslim tourists by addressing their religion-based needs and preferences.
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 2024/25. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, 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 expanding 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
Nurin Sufia Muazamir, Corporate Communications Division, ITC at 019 8013 400
