PUTRAJAYA, MALAYSIA, 14 FEBRUARY 2026 – The Islamic Tourism Centre (ITC) continues to strengthen Malaysia–India tourism cooperation and people-to-people connectivity through strategic market engagements in India, encompassing participation in the Outbound Travel Mart (OTM) 2026 in Mumbai and a Tourism Promotion Mission to Mumbai and Bengaluru from 5 to 14 February 2026.
ITC presented Malaysia as a Muslim-Friendly Tourism and Hospitality (MFTH) destination that is inclusive, with high-quality immersive experiences that cater to Muslim travellers while remaining welcoming to all visitors.
Throughout the engagements, ITC highlighted Malaysia’s well-established MFTH ecosystem supported by government-backed standards, trained industry players and comprehensive infrastructure that addresses faith-based needs without compromising comfort or experience.
ITC Director-General Encik Mohammad Faisal bin Abu Suaib Khan said: “The strength of Malaysia’s Muslim-Friendly Tourism lies in our commitment to inclusivity and preparedness. We have put in place clear hospitality standards and we have trained our industry players to ensure travellers feel confident, comfortable and welcomed. This approach resonates strongly with the Indian market, where demand for value-based and meaningful travel experiences is growing.”
“Muslim travellers from India can safely and freely explore Malaysia’s rainforests, islands and beaches, vibrant cities, rich culture, diverse cuisine and festive celebrations, while enjoying the country’s renowned hospitality delivered by well-trained frontliners, hoteliers and tourist guides who demonstrate a strong respect for faith-based needs,” he said.
He added that India represents a significant growth market for Malaysia’s tourism industry. In 2025, Malaysia welcomed 1,425,280 visitors from India, including 222,257 Muslim travellers, underscoring the strong potential for further expansion. “India and Malaysia share deep cultural connections, and there is clear scope for collaboration — particularly in strengthening Muslim-friendly travel offerings and enhancing industry capabilities on both sides to better serve this growing segment.”
During the engagements, ITC also promoted its flagship MFTH frameworks, including the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG) programmes. These government-backed standards drew strong interest from Indian industry players, reflecting the market’s readiness to adopt structured benchmarks to better serve Muslim travellers.
Discussions further touched on the RM1 trillion global Muslim travel market and the role of ASEAN–India cooperation in strengthening tourism-led economic and cultural exchange. ITC’s participation aligns with India’s Act East Policy and Malaysia’s broader efforts to enhance regional connectivity through tourism.
As Malaysia prepares for Visit Malaysia 2026, ITC remains committed to promoting the nation’s inclusive hospitality, global best practices and leadership in Muslim-Friendly Tourism, positioning Malaysia as a preferred destination for travellers from India and beyond.
Additional information:
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
