SARAWAK’S CULTURE AND MUSLIM-FRIENDLY ECOSYSTEM READY TO POSITION MALAYSIA AS A PREMIER REGIONAL UMRAH HUB
Randau Santai Muslim-Friendly Tourism and Hospitality (MFTH) in Sarawak.
KUCHING, 8 APRIL 2026: Islamic Tourism Centre (ITC) landed on the “Land of the Hornbills” to greet local tourism industry experts in a ceremonious networking session, “Randau Santai Muslim-Friendly Tourism and Hospitality (MFTH)” at the Grand Margherita Hotel, Kuching, Sarawak.
This engagement was held to celebrate new and familiar faces that have worked tirelessly to maintain Sarawak’s status as a premier destination for Muslim travellers. Approximately 150 key stakeholders from sectors including tour guiding, hotels, convention centres, travel agents and local tourism authorities attended the session which featured key insights on Muslim-Friendly Tourism and Hospitality (MFTH) services standards by ITC. This further strengthens Sarawak’s position as an ideal Muslim-friendly destination for global travellers, aligning with and supporting Malaysia’s vision to establish the nation as a strategic Umrah Hub for the region.
In his welcome remarks, ITC Director-General, Mohammad Faisal Abu Suaib Khan highlighted Sarawak’s diverse Muslim-friendly potentials as an Umrah Hub destination. “This state is geographically blessed, accessible via land from Kalimantan and Brunei, and offers direct air connectivity to China. It is a standout contender in the global Muslim-friendly travel market, thanks to its myriad of natural landscapes and cultural attractions,” he stated.
“Given the shifting dynamics in the Middle East, Sarawak presents itself as a safe, new frontier for Muslims. With its 33 Muslim-Friendly Tourist Guides (MFTG) and five Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-recognised hotels, Sarawak is definitely ready to welcome Umrah pilgrims and Muslim travellers in general with its unique traditions and warm hospitality, especially as we celebrate Visit Malaysia 2026,” said the Director-General.
So far, the five hotels that have received MFAR recognition in Sarawak are:
- Raia Hotel & Convention Centre Kuching
- Hotel Seri Malaysia Lawas
- Pullman Miri Waterfront
- Riverside Majestic Hotel Puteri Wing
- Grand Margherita Hotel.
This progress meets the Malaysia MADANI values of inclusivity and social harmony, ensuring a hospitality ecosystem that caters to all. More establishments are expected to join this list as ITC accelerates its nationwide training and capacity building efforts across Sarawak.
Through numerous collaborations with ITC since its establishment in 2009, the Bornean state now boasts some of the highest number of MFTG and MFAR certified hotels. This established ecosystem of certified excellence paves the way for Sarawak’s integration into the national Umrah Hub initiative. Led by MOTAC with ITC as its primary secretariat member, the initiative seeks to establish Malaysia as a premier regional gateway for pilgrims.
ENDS
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.
Tourist accommodation premises that meet the general MFAR requirements are ranked as MFAR Platinum, Gold, Silver or Lite according to their level of compliance with the guidelines.
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.
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
