Chua Choon Hua, Deputy Secretary General (Tourism) of MOTAC receiving the award for Top Muslim-Friendly Destination (OIC) for Malaysia
SINGAPORE, 18 JUNE 2026: Malaysia was once again crowned the Top Muslim-Friendly Destination (OIC) in the Global Muslim Travel Index (GMTI) 2026 Report, announced today at the Halal in Travel Awards at Aloft Singapore. This marks the 11th consecutive streak for Malaysia as a leading ecosystem for Muslim-travel.
Apart from taking home the grand prize, the nation also secured the top spot in the categories for Muslim-Friendly Accessible Destinations (OIC) and Muslim Women-Friendly Destinations.
The accolades, presented jointly by Mastercard and CrescentRating, celebrates Malaysia’s sustained dedication to the Muslim-Friendly Tourism and hospitality (MFTH) sector. Accepting the award on behalf of Malaysia was the Deputy Secretary General (Tourism) of the Ministry of Tourism, Arts and Culture (MOTAC), Mr. Chua Choon Hwa, who expressed sincere appreciation to the organisers for their continuous role in driving the global industry forward.
“It is an honour to see this segment blossom into what it is today. When Malaysia first tapped into the Muslim-market, it was still a foreign concept to most destinations, and now, the warmth of Muslim-friendly hospitality can be felt across continents,” said Chua.
He also emphasised that this enduring success is a direct result of the structured efforts of Islamic Tourism Centre (ITC), an agency under MOTAC. ITC continues to ensure that Malaysia’s national hospitality guidelines set definitive global standards.
Commenting on the achievement and the critical importance of a solid technical framework, ITC Director-General Mohammad Faisal Abu Suaib Khan stated, “Retaining the top global ranking for 11 years in succession validated the structural soundness of Malaysia’s Islamic Tourism framework. Our primary focus remains on the development and implementation of clear hospitality standards that encourage trust among international travellers.
Through our comprehensive assessment systems, we equip tourism businesses with the exact tools needed to meet the requirement of discerning travellers. Consistency in quality is our priority, and we are dedicated to sharing these proven standardisation models with global partners to make travel seamless and reliable for everyone.”
This achievement is also a shared success made possible by the collective efforts of the authorities like the Department of Islamic Development Malaysia (JAKIM), Department of Standards Malaysia and the Ministry of Housing and Local Government (KPKT). Through supportive national policies, planning frameworks, development requirements and quality standards, Malaysia has cultivated a comprehensive Muslim-friendly ecosystem where facilities such as prayer spaces, qibla direction indicators, halal-certified food offerings and other faith-based amenities are seamlessly integrated into the visitor experience.
Originally developed to enhance the quality of life of Malaysians, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tour Guide (MFTG) programmes have now become a natural advantage for Muslim travellers, reinforcing Malaysia’s position as a leading Muslim-friendly destination. Local hotels, tourist guides, travel agencies, attraction sites, transport operators and diverse enterprises, including SMEs and MSMEs — especially ones under MFAR and MFTG form the operational backbone for this framework.
This expertise in standardisation has led to significant international expansion for Malaysia’s tourism frameworks. In May 2026, ITC established a landmark strategic alliance with RusQuality (Roskachestvo), Russia’s premier Halal assurance body, through a Memorandum of Mutual Recognition (MoMR) signed at the KazanForum in Tatarstan. This historic agreement harmonises Muslim-friendly tourism guidelines between Malaysia and the Russian Federation, granting reciprocal rights to official branding.
Building directly upon this momentum, the ITC signed a Memorandum of Understanding (MoU) with Taiwan Halal Certification Development Co., Ltd. (THCD) earlier this month. Under this partnership, THCD acts as the local administrator for Malaysia’s MFAR programme in Taiwan, managing local training, capacity building, and industry audits. These dual partnerships showcase the accelerating global adoption of Malaysia’s technical tourism metrics across both OIC member states and non-OIC destinations.
Following these developments, ITC will remain steadfast to serve as a premier global consultant in research, training and institutional capacity building. This also includes an impressive event pipeline, namely the 5th World Islamic Tourism Conference (17-20 September 2026), Islamic Tourism Month 2026 (1-30 September 2026) and Halal Street Food Festival and Modest Wear Expo (22-25 October 2026).
These headline-grabbing gatherings and international collaborations fit perfectly with the national Malaysia MADANI vision, which emphasises sustainability, inclusivity, and innovation. By driving international cooperation and maintaining strict quality controls, Malaysia continues to lead the orderly evolution of inclusive hospitality worldwide.
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