PUTRAJAYA, 8 JUNE 2026: These days, holiday planning isn’t complete without a “healing” element in the itinerary, the likes of a good full-body massage or even a simple foot rub. With the growing number of Muslims taking to travel, it makes sense for destinations and tourism industry players to cater to this discerning group and their wellness needs.
It was this perspective that drove some 60 spa and wellness operators in Malaysia to seek understanding about delivering spa and wellness services to meet the needs of Muslim guests, in an online training programme organised by the Islamic Tourism Centre (ITC) on 21 April.
Members of the Association of Malaysian Spas (AMSPA), Malaysian Association of Wellness & Spa (MAWSPA), and academicians signed up for the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) Competency Training Programme, the first of such programme organised specifically for the spa and massage industry.
The programme focused on practical implementation of the MFAR standards––spa guidelines developed by ITC jointly with Universiti Sains Islam Malaysia (USIM), and aligned with the existing OIC spa standards developed by the Standards and Metrology Institute for the Islamic Countries (SMIIC).
The training also covered guidelines for spa operations, institutional roles, compliance requirements, and operational procedures such as Sertu (an Islamic method of cleansing something that has been in contact with severe impurity, using water and soil) and Luqatah (the Islamic practice for handling lost-and-found incidences), with the aim of improving standardisation across Muslim-friendly wellness services.
In his opening remarks, Director-General Encik Mohammad Faisal Abu Suaib Khan emphasised the importance of positioning Urutan Malaysia as a unique national identity in the wellness sector. Unlike Thai or Balinese massage traditions, Urutan Malaysia is a 90-minute therapeutic experience that integrates Malay, Chinese, Indian, and Malaysian ethnic healing practices. Through the MFAR framework, the training aims to preserve this cultural heritage while elevating its recognition in the global Muslim-friendly tourism market.
The training content was delivered by ITC officers, Ms Nurshahidah Mohd Abas and Ms Siti Hawa Mohd Khalil, alongside industry trainers Ms Liz Othman from Malaysian Association of Wellness Trainer (MAWT) and Dr Hisham Sabri the Director of University Entrepreneurship Centre from Universiti Sains Islam Malaysia (USIM).
The programme was organised in collaboration with AMSPA and supported by the Ministry of Tourism, Arts and Culture (MOTAC), MAWT, MAWSPA and related industry bodies, in line with Malaysia’s broader goal of enhancing service quality and strengthening its position in the global Muslim-friendly tourism industry.
AMSPA President, Ms. Selinastein Mohd Rashid, was keen to introduce her members to Muslim-friendly standards that could be effectively applied in real-world operations to enhance competitiveness in the global tourism market. “This initiative strengthens our foundation in delivering safe, compliant, and high-quality Muslim-friendly spa services,” she said.
Participant Ms Siti Mariyam from Maresa MPS Enterprise shared: “MFAR is not just a certification, but a strategic business positioning platform that differentiates ordinary spas from those that are trusted and credible. It provides a clear standard ensuring spa businesses operate in accordance with Muslim-friendly guidelines—not exclusively Muslim-only guidelines. This is important as most women, whether Muslim or non-Muslim, prioritise privacy, comfort, cleanliness, as well as the quality of products and services provided.”
Most of the participants also acknowledged that MFAR recognition played a key role in building customer confidence, particularly among Muslim travellers who prioritise halal compliance, cleanliness, and modesty.
As Malaysia moves towards Visit Malaysia 2026, this initiative strengthens the readiness of the wellness sector to ensure inclusivity.
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
