“Bah, Singgah Dulu: Muslim-Friendly Tourism and Hospitality (MFTH) Labuan” brings together industry stakeholders to advance Labuan’s Muslim-friendly tourism ecosystem.
LABUAN, 29 JULY 2026: With its fresh seafood and halal dining options, heritage landmarks, and family-friendly recreational experiences, the Federal Territory of Labuan has been identified as a potential Muslim-friendly tourist destination by the Islamic Tourism Centre (ITC).
ITC was at Dorsett Grand Hotel, Labuan today to engage with tourism industry players and create awareness on Malaysia’s Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem through the organisation of “Bah, Singgah Dulu: Muslim-Friendly Tourism and Hospitality (MFTH) Labuan”.
Organised in collaboration with the Ministry of Tourism, Arts and Culture (MOTAC) Labuan and the Federal Territory Islamic Religious Department (JAWI) Labuan, the engagement session was held following a strategic discussion between ITC and JAWI Labuan to expand awareness and adoption of Muslim-friendly tourism initiatives among tourism stakeholders in the Federal Territory. The programme brought together 85 participants including tourism industry players, tourist guides, mosque representatives and strategic partners, providing a platform to strengthen collaboration and enhance industry readiness in conjunction with Visit Malaysia 2026.
The session highlighted ITC’s flagship initiatives, namely the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) programmes. Participants gained insights into the MFAR guidelines, application process, compliance requirements and the role of MFTG in enhancing service quality for Muslim travellers, while learning how these initiatives can strengthen business competitiveness and visitor confidence.
In delivering his welcoming remarks, ITC Director-General, Mohammad Faisal Abu Suaib Khan, highlighted the significant opportunities presented by the global Muslim travel market, which is projected to contribute USD424 billion by 2029, supported by a global Muslim population of approximately 2.2 billion. He also noted that Malaysia had once again been recognised as the World’s Top Muslim-Friendly Destination in the Global Muslim Travel Index (GMTI) 2026, marking the country’s eleventh consecutive year receiving the recognition.
Speaking on Labuan’s tourism potential, he said, “Labuan already has the tourism products. What is needed now is to strengthen these offerings through recognised Muslim-friendly standards and services. When Muslim travellers are assured that their faith-based needs, such as halal food and prayer facilities, are well provided for, they will travel with greater confidence.”
He added that programmes such as MFAR and MFTG provide recognised industry benchmarks that enable tourism businesses and tourist guides to continuously improve service standards while enhancing Malaysia’s competitiveness as a preferred Muslim-friendly destination.
The engagement session also highlighted the potential of mosque tourism as part of Labuan’s tourism offering, encouraging greater appreciation of Islamic heritage while creating meaningful cultural experiences for visitors from diverse backgrounds.
Currently, Labuan has one (1) recognised Muslim-Friendly Tourist Guide (MFTG). ITC expressed confidence that more tourism establishments and tourist guides in the Federal Territory will participate in the MFAR and MFTG programmes, further strengthening Labuan’s Muslim-friendly tourism ecosystem.
The programme also served as a platform to promote ITC’s upcoming flagship initiatives, including the 5th World Islamic Tourism Conference (WITC) 2026 and Islamic Tourism Month (ITM) 2026, while encouraging industry participation in national initiatives supporting Visit Malaysia 2026.
Through continued collaboration with strategic partners and industry stakeholders, ITC remains committed to strengthening the nation’s Muslim-Friendly Tourism and Hospitality ecosystem through capacity building, industry recognition and knowledge sharing, reinforcing Malaysia’s position as the world’s leading Muslim-friendly tourism destination.
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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
Siti Rahmah Lehan, Corporate Communications Division, ITC at 012 9070 993
Nurin Sufia Muazamir, Corporate Communications Division, ITC at 019 8013 400
