PUTRAJAYA, 7 JULY 2026: From the love for rice and curry to the comfort of donning traditional sarongs, Malaysia and Sri Lanka have always bonded through shared cultures and tradition. This mutual respect and diplomatic ties are extended with the Muslim-Friendly Tourism and Hospitality (MFTH) Awareness Seminar conducted by Islamic Tourism Centre (ITC) in Colombo, Sri Lanka from 16- 18 May 2026.
The three-day seminar, initiated and hosted by the Malaysia-Sri Lanka Business Council (SLMBC) under the Ceylon Chamber of Commerce and Aitken Spence Travel drew 154 industry experts from the hotel, travel agency, transportation and academic sectors. Sri Lanka’s decision to look into Malaysia for this partnership highlights the country’s respected standing as the pioneer for Muslim-friendly travel. With successful framework and capacity-building implementation, Malaysia offers the exact expertise Sri Lanka sought to materialise its vision in tapping into the substantial 2 billion-wide Muslim market.
ITC Director-General, Mohammad Faisal Abu Suaib Khan emphasised that Malaysia’s role in this training stemmed from the philosophy of collective growth rather than competition. “We are pleased to share Malaysia’s best practices and extensive experience in Muslim-friendly travel with Sri Lanka’s tourism industry players,” he stated.
“Developing MFTH frameworks, including the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) came from a genuine desire to make travel accessible and more inclusive for Muslims worldwide, and Malaysia aims to guide this sector through collaboration.”
“When global destinations choose to reference or adopt Malaysia’s standards, we feel deeply grateful. It shows that Malaysian standards are trusted and reliable, based on quality and inclusivity. As you see, at its foundation, MFTH upholds universal values such as safety, respect and cleanliness which can be appreciated by travellers of all backgrounds. With international Muslim traveller arrivals projected to spend USD424 billion by 2029, embracing Muslim-friendly travel can open doors for businesses worldwide to welcome and prosper within this significant market,” adds the Director-General.
To ensure the seminar provided immediate value, ITC representatives led intensive and targeted modules. Cik Nurshahidah Abas, Executive, Industry Development Division, guided participants through the core needs of Muslim travellers, basic halal concepts and introduced the MFAR programme. Meanwhile, Cik Alya Batrisyia Mohamad Fajar, Executive Trainee, Research and Training Division, delivered an overview of global Muslim-Friendly travel trends, shared Malaysia’s decade-long strategic initiatives and outlined the Muslim-Friendly Tourist Guide (MFTG) standards.
The practical nature of the training resonated strongly with the participants, who expressed confidence in adopting Malaysia’s Muslim-Friendly standards:
- “The MFAR programme is increasingly seen as a valuable system for strengthening confidence among Muslim travellers. It provides structured reliable recognition for establishments aiming to grow in this space,” Salman Faris, Travel Operator, Suhair Hajj Travels.
- “The seminar was highly informative and beautifully organised. It gave us valuable insights into how we can practically improve our guest experiences in Sri Lanka,” Amendra Dahanayake, Director, Alokhya Tailormade Holidays.
- “As a travel consultant, I gained vital knowledge on how to seamlessly arrange inclusive tours for both my Muslim and non-Muslim clients,” Saheed Seyed Raslan Moulana, Travel Consultant, Solo Lanka Holidays.
GLOBAL VALIDATION
This groundwork in Colombo highlights why Malaysia remains an example for faith-based hospitality. Just last month at the Halal in Travel Awards 2026 in Singapore, Malaysia defended its position as the Top Muslim-Friendly Destination (OIC) in the Global Muslim Travel Index (GMTI) for an incredible 11th consecutive year. The nation also swept two additional accolades, the Muslim Women-Friendly Destination of the Year and Accessible Muslim-Friendly Destination of the Year.
This achievement has accelerated the global footprint of Malaysia’s signature MFAR programme, which has recently expanded into Russia and Taiwan, alongside growing interest from Cambodia, the Philippines and Vietnam.
Following the success of the first Muslim-Friendly Tourism and Hospitality Awareness Seminar in Sri Lanka, the SLMBC headed by its President, Marshad Barry paid a courtesy visit to ITC on 6 July 2026 to discuss further collaborations between the two nations in merging financial tourism and Muslim-Friendly tourism. Moving forward, ITC aims to build on this momentum to support more regional partners in developing their Muslim-friendly tourism offerings.
END
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.
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
Siti Rahmah Lehan, Corporate Communications Unit, ITC at 012 9070 993
Nurin Sufia Muazamir, Corporate Communications Division, ITC at 019 8013 400
