BERLIN, GERMANY, 4 March 2026: Malaysia has taken a strategic step to extend its leadership in the global halal ecosystem into the spa and wellness sector, with the signing of a Memorandum of Understanding (MOU) between the Islamic Tourism Centre (ITC) and the Association of Malaysian Spas (AMSPA) at ITB Berlin.
The collaboration will see ITC roll out a structured Muslim-Friendly Spa Guideline and Training Programme to 100 AMSPA members through dedicated training modules, capacity-building programmes and a formal recognition framework.
An initiative by the Minister of Tourism, Arts and Culture Malaysia, YB Dato Sri Tiong King Sing, the programme is conceived to introduce authentic Malaysian spa and wellness offerings to attract more tourists to Malaysia in conjunction with the Visit Malaysia 2026 campaign.
It also signals Malaysia’s intent to strengthen standards within the halal wellness segment while positioning the country as a reference point for destinations seeking to tap into the growing Muslim travel market.
The MOU was signed by ITC Director-General, Mohammad Faisal Abu Suaib Khan, and AMSPA President, Selinastein Mohd Rashid. YB Dato Sri Tiong was on hand to witness the landmark event, signalling his strong support for the development of Muslim-friendly spa and wellness offerings. Also present were His Excellency Mohamad Razdan Jamil, Ambassador of Malaysia to the Federal Republic of Germany, and Mr. Mohd Amirul Rizal Abdul Rahim, Director-General of Tourism Malaysia.
ITC formulated the spa and wellness guidelines jointly with AMSPA and Islamic Science University of Malaysia (Universiti Sains Islam Malaysia––USIM), benchmarking them against the SMIIC Halal Spa Standards adopted at the OIC level. It forms one of ITC’s key offerings under the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, which also includes guidelines for Muslim-Friendly tourist accommodation premises and travel operating businesses.
The spa and wellness industry represents an increasingly important component of the broader halal economy, which spans Islamic finance, halal food and beverages, modest fashion, pharmaceuticals, cosmetics, media, recreation and tourism. As global Muslim travel continues to grow, demand is rising for wellness experiences that align with faith-based values, service expectations and ethical standards.
By introducing structured guidelines and training tailored specifically for spa operators, ITC aims to provide a clear direction to the industry on service delivery, operational considerations, privacy standards and guest experience enhancements that cater to Muslim travellers—while remaining inclusive and commercially viable for the wider market.
“This collaboration marks an important milestone in strengthening Malaysia’s halal ecosystem through tourism,” says Mohammad Faisal Abu Suaib Khan,Director-General of ITC. “Wellness and spa services are part of the whole travel experience. By developing practical guidelines and training programmes, we are not only enhancing service quality but also building industry confidence in serving the Muslim market in a structured and professional manner.”
He adds that tourism plays a unique role within the halal economy as an integrator of multiple sectors. “When travellers visit a destination, they engage with accommodation, retail, food services, financial services and wellness offerings. Ensuring that these components work cohesively strengthens the overall tourism experience.”
AMSPA President Selinastein Mohd Rashid welcomes the partnership,describing it as timely and forward-looking. “We commend the initiative by the Islamic Tourism Centre in advancing the Muslim-Friendly Spa ecosystem.This milestone reflects Malaysia’s strong commitment to positioning our wellness industry as inclusive, trusted, and globally competitive,” she said.
The signing in Berlin also serves as a signal to international spa operators and destinations that Muslim-friendly frameworks are becoming an increasingly relevant consideration in global tourism planning. Mohammad Faisal says:“We see strong global interest in serving the Muslim travel market, but many stakeholders are unsure where to begin. ITC’s training and recognition programmes provide a ready and adaptable framework. We see this as a positive step towards raising global standards and trust.”
As Malaysia continues to strengthen its position within the global halal economy, the integration of wellness standards into its Muslim-Friendly Tourism and Hospitality ecosystem reinforces its standing not only as a leisure destination, but as a knowledge leader and standards-driven hub within the evolving Muslim-friendly tourism landscape.
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, travel operating businesses and 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 and hospitality (MFTH) by offering research and market intelligence, training, industry development consultation, services standards and recognition, and information exchange.
About AMSPA
The Association of Malaysian Spas (AMSPA) is a leading industry body dedicated to uplifting Malaysia’s spa and wellness sector. Established to unite spa owners, therapists, educators and wellness entrepreneurs, AMSPA plays an active role in promoting professional standards, ethical practices and sustainable business growth within the industry.
AMSPA works closely with key stakeholders including the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) to support spa rating initiatives, industry guidelines and national tourism development efforts. Through training programmes, networking opportunities, industry publications and advocacy work, AMSPA empowers its members to stay competitive both locally and internationally.
With a strong focus on quality, credibility and global exposure, AMSPA continues to position Malaysia as a recognised destination for authentic spa and wellness experiences.
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
