Majlis menandatangani Memorandum Persefahaman (MoU) antara Ketua Pengarah Islamic Tourism Centre (ITC), Encik Mohammad Faisal Abu Suaib Khan (kiri sekali) dan Pengurus Besar Halal Certification Services (Chongqing) Co., Ltd. (HCS), Cik Zheng Yu (Ayisha) (kanan sekali). Majlis itu turut disaksikan oleh (dua dari kiri ke kanan) Timbalan Ketua Setiausaha (Pelancongan), Kementerian Pelancongan, Seni dan Budaya (MOTAC), Encik Chua Choon Hwa; Pengerusi Jawatankuasa Pertanian, Industri Asas Tani, Bioteknologi dan Pendidikan Negeri Pahang, YB Dato’ Sri Ir. Haji Mohd. Soffi bin Tan Sri Abd. Razak; Pengerusi Jawatankuasa Perpaduan, Pelancongan dan Kebudayaan Negeri Pahang, YB Puan Leong Yu Man; dan Pengarah Pejabat Serantau bagi Asia Barat, UN Tourism Encik Samer I. AlKharashi.
KUANTAN, PAHANG: Malaysia memperluas Program Pengiktirafan Jaminan Pelancongan dan Hospitaliti Mesra Muslim (Muslim-Friendly Tourism and Hospitality Assurance and Recognition – MFAR) ke China menerusi kerjasama strategik antara Islamic Tourism Centre (ITC) dan Halal Certification Services (Chongqing) Co., Ltd. (HCS).
Menerusi Memorandum Persefahaman (MoU) yang dimeterai sempena Persidangan Pelancongan Islam Sedunia (5th World Islamic Tourism Conference – WITC) Ke-5 2026 pada 5 November lepas, HCS dilantik sebagai ejen tempatan ITC di China bagi menyelaras pelaksanaan kerangka MFAR Malaysia di pasaran berkenaan.
Menerusi kerjasama itu, ITC akan menyediakan latihan dan sokongan teknikal bagi membangunkan keupayaan HCS, termasuk melalui program Latihan untuk Jurulatih (ToT). Selepas melengkapkan latihan berkenaan, HCS berupaya melaksanakan latihan kompetensi MFAR kepada ahlinya serta menjalankan audit premis secara kendiri berdasarkan keperluan program itu.
HCS turut diberikan akses kepada sistem pendaftaran MFAR dalam talian bagi memudah cara permohonan baharu, manakala ITC kekal sebagai satu-satunya pihak berkuasa yang mengeluarkan sijil pengiktirafan MFAR.
Selain pelaksanaan program, kedua-dua pihak turut bekerjasama dalam pembangunan kapasiti, bantuan teknikal, penglibatan industri dan inisiatif promosi bersama bagi memperkukuh kedudukan pelancongan mesra Muslim di peringkat antarabangsa.
Kerjasama ini memperkukuh kedudukan ITC di China susulan pemeteraian beberapa kerjasama strategik pada Julai lalu bersama China International Travel Services (CITS), Oriental Zhen Shang (Beijing) Cultural Media Co., Ltd, Xi’an You Shen Creative Marketing Planning Co., Ltd, selain jenama Dorsett Hospitality International serta rangkaian hotelnya di Chengdu, Shanghai dan Wuhan.
Ketua Pengarah ITC, Mohammad Faisal Abu Suaib Khan berkata, kerjasama antarabangsa penting bagi memperkukuh piawaian bersama dan membangunkan ekosistem pelancongan mesra Muslim global yang lebih saling terhubung.
“Masa depan pelancongan mesra Muslim tidak boleh dibentuk oleh negara yang bergerak secara bersendirian. Sebaliknya, ia memerlukan kerjasama antarabangsa yang lebih erat, perkongsian kepakaran serta komitmen bersama untuk membangunkan ekosistem yang diyakini, inklusif dan responsif terhadap keperluan pelancong Muslim di seluruh dunia.
“Menerusi kerjasama ini, kita memperluas pengalaman dan kepakaran Malaysia kepada masyarakat antarabangsa, di samping membangunkan keupayaan industri serta memperkukuh piawaian. Kami percaya kerjasama merentasi pasaran mampu membuka peluang baharu dan membentuk masa depan pelancongan global yang lebih saling terhubung serta mampan,” katanya.
MoU itu ditandatangani oleh Ketua Pengarah ITC, Mohammad Faisal Abu Suaib Khan dan Pengurus Besar HCS, Zheng Yu (Ayisha). Kerjasama itu dijangka menjadi asas kepada pembangunan ekosistem pelancongan mesra Muslim di Chongqing, antara bandar raya pusat kebangsaan China, menerusi penerapan kerangka MFAR Malaysia.
Kerjasama berkenaan merupakan sebahagian daripada usaha ITC memperluas jaringan kerjasama antarabangsa serta menjadikan kepakaran Malaysia dalam pelancongan dan hospitaliti mesra Muslim sebagai rujukan bagi pembangunan industri di pasaran luar negara.
WITC Ke-5 2026 yang berlangsung pada 5 dan 6 November lepas bertemakan “Faith and Family Beyond Borders”, menghimpunkan pemegang taruh pelancongan antarabangsa, penggubal dasar dan pemain industri bagi memperkukuh kerjasama serta menggalakkan pertumbuhan mampan sektor pelancongan mesra Muslim global.
Mengenai Islamic Tourism Centre
Islamic Tourism Centre (ITC) merupakan sebuah agensi di bawah Kementerian Pelancongan,
Seni dan Budaya (MOTAC) yang bertanggungjawab membangunkan sektor pelancongan Islam
di Malaysia. ITC berperanan memperkasa industri pelancongan dan hospitaliti mesra Muslim
(MFTH) menerusi penyelidikan dan risikan pasaran, latihan, khidmat rundingan pembangunan
industri, pembangunan piawaian perkhidmatan dan pengiktirafan serta perkongsian maklumat.
Untuk maklumat lanjut, sila email comms@itc.gov.my atau hubungi pegawai berikut:
Anis Ramli, Unit Komunikasi Korporat, ITC at 012 321 9137
Siti Rahmah Lehan, Unit Komunikasi Korporat, ITC at 012 9070 993
Nurin Sufia Muazamir, Unit Komunikasi Korporat, ITC at 019 8013 400
Aliya Syazwani, Unit Komunikasi Korporat, ITC at 014 236 0038
ITC TAKES MALAYSIA'S MFAR PROGRAMME INTO CHINA THROUGH STRATEGIC PARTNERSHIP
KUANTAN, PAHANG: Malaysia is further expanding its Muslim-Friendly Tourism and Hospitality Assurance Recognition (MFAR) Programme into China through a strategic partnership between the Islamic Tourism Centre (ITC) and Halal Certification Services (Chongqing) Co., Ltd. (HCS).
Under a Memorandum of Understanding (MoU) signed at the 5th World Islamic Tourism Conference (WITC) 2026 on 5 November, HCS will serve as ITC’s local agent in China, facilitating the implementation of Malaysia’s MFAR framework in the market.
The partnership will see ITC provide training and technical support to develop HCS’s capabilities, including a Train-the-Trainer (ToT) programme. Upon completion, HCS will be equipped to deliver MFAR competency training to its members and independently conduct site audits in accordance with the programme’s requirements.
HCS will also gain access to ITC’s online MFAR registration system to facilitate new applications, while ITC retains sole authority to issue MFAR recognition certificates.
Beyond implementation, both parties will collaborate on capacity building, technical assistance, industry engagement and joint promotional initiatives to strengthen the international positioning of Muslim-friendly tourism.
The collaboration strengthens ITC’s presence in China following partnerships sealed in July this year with China International Travel Services (CITS), Oriental Zhen Shang (Beijing) Cultural Media Co., Ltd and Xi’an You Shen Creative Marketing Planning Co., Ltd., as well as Dorsett Hospitality International brand and its properties in Chengdu, Shanghai and Wuhan.
ITC Director General Mohammad Faisal Abu Suaib Khan said the partnership reflected the importance of international cooperation in advancing common standards and building a more connected global Muslim-friendly tourism ecosystem.
“The future of Muslim-friendly tourism cannot be shaped by individual countries working in isolation. It requires stronger international partnerships, shared expertise and a collective commitment to building an ecosystem that is trusted, inclusive and responsive to Muslim travellers worldwide.
“Through this collaboration, we are extending Malaysia’s experience and expertise to the international community while building industry capabilities and strengthening standards. We believe that by working across markets, we can unlock new opportunities and shape a more connected and sustainable future for global tourism,” he said.
The collaboration is expected to lay the foundation for Chongqing, one of China’s national central cities, to develop its Muslim-friendly tourism ecosystem through the adoption of Malaysia’s MFAR framework.
The MoU was signed by Mohammad Faisal Abu Suaib Khan, Director General of ITC, and Zheng Yu (Ayisha), General Manager of HCS.
The partnership forms part of ITC’s broader efforts to expand international cooperation and position Malaysia’s expertise in Muslim-friendly tourism and hospitality as a reference for industry development beyond its borders.
The 5th WITC 2026, held on 5 and 6 November under the theme “Faith and Family Beyond Borders”, brought together international tourism stakeholders, policymakers and industry leaders to advance collaboration and the sustainable growth of the global Muslim-friendly tourism sector.
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 Unit, ITC at 012 321 9137
Siti Rahmah Lehan, Corporate Communications Unit, ITC at 012 9070 993
Nurin Sufia Muazamir, Corporate Communications Unit, ITC at 019 8013 400
Aliya Syazwani, Corporate Communications Unit, ITC at 014 236 0038
