SHAH ALAM, SELANGOR, 13 NOVEMBER 2025: Hotel professionals from across Malaysia recently came together for the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) Competency Training, a programme designed to enhance the understanding and implementation of Muslim-friendly hospitality.
With the growth of Muslim travel forecasted to hit 245 million trips worldwide by 2030, the MFAR training was seen as a timely initiative to create awareness among tourism industry players on how to fulfil the needs of the Muslim market.
The training brought together 21 participants from 15 hotels, including industry leaders and operators from a range of establishments. Notable attendees included Dato’ Zulkifli Mohamad, Group Director Business Management Trinidad Hospitality; Mr. Mohd Fitry Rosli, Operation Manager from Ibis Kuala Lumpur City Centre; and Ms. Siti Nureen Atiqah Hafizin, Halal Executive from Zenith Hotel, Putrajaya.
Deepening Understanding and Value
The programme offered participants more than technical knowledge — it provided a deeper understanding of the values and principles behind Muslim-friendly hospitality.
Among the topics covered were a wide range of essential components, including an overview of Islamic tourism, the needs and behaviours of Muslim tourists, the application of Islamic values in hospitality, MFAR’s standards and operational requirements, the structure of Malaysia’s Halal Certification, and the technicalities surrounding sertu procedures.
“This training has surely made me understand more about MFAR,” said Mr. Mohd Fitry, highlighting the programme’s role in building clarity and alignment across his hotel operations.
For Dato Zulkifli, the concept of Muslim-friendly hospitality carries a unique significance. “The Muslim-friendly concept has a really iconic value that can translate into an experience for the guest. With the hotels that we are operating now, it is important to get this MFAR recognition because we can then create a Muslim-Friendly Tourism and Hospitality experience that is inclusive for all guests, whether they are Muslim or non-Muslim,” he explained.
Ms. Siti Nureen Atiqah emphasised the practical approach to adopting the MFAR guidelines, noting, “The MFAR programme offers a strategy for progressive improvement from Silver to Gold to Platinum. We can start with small baby steps before moving to higher standards. It encourages us to continuously enhance and improve our hospitality services.”
Focus on Guest Experience and Operational Excellence
Participants shared a common vision: enhancing the guest experience through attentive service, warm hospitality, and operational excellence.
“The biggest result I want to see from among my staff is the smile, making a good impression,” said Dato Zulkiflli. “The first impression is always the most important — from welcoming, to helping, to hospitality, and a memorable farewell. Once the customers are happy, they will return. Only happy customers will keep your hotel running.”
Building Trust and Global Reputation
Through programmes like MFAR, Malaysian hotels are increasingly aligning service with cultural values, turning hospitality into a meaningful experience that goes beyond compliance. By implementing MFAR standards, hotels can build trust, attract new guests, and elevate Malaysia’s reputation as a leading destination for Muslim-friendly tourism.
The MFAR Competency Training continues to equip industry professionals with the knowledge, skills, and confidence to set higher standards for Muslim-friendly hospitality across the country. For more information, please contact Ms. Nurshahidah Mohd Abas (nurshahidah@itc.gov.my) or Mr. Umar Dongoran Abd Rahman (umar@itc.gov.my) You may also call +603-8891 7589.
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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 (MFT) by offering research and market intelligence, training, industry development consultation, Muslim-Friendly Tourism and Hospitality (MFTH) services standards and recognition, and information exchange.
Malaysia was named the top country in the region in the MFTH sector by the State of the Global Islamic Economy (SGIE) Report 2025. The country also retained the top-ranked destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, a position it has defended since the launch of the Index in 2015. Malaysia was also recognised as the Top Muslim-Friendly Destination of the Year (OIC) and the Top Muslim Women-Friendly Destination of the Year in Halal in Travel Awards 2023.
In addition, ITC was named the recipient of the Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021. ITC’s signature programme, the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR), was awarded the prestigious BrandLaureate Brand of the Year Award 2024 in the category of Excellence in Islamic Tourism and Muslim-Friendly Hospitality Solutions. It is a recognition of ITC’s efforts and endeavours in formulating new strategies in developing and expanding the Islamic tourism segment in Malaysia. These recognitions are an added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of MFTH.
For further details, kindly email comms@itc.gov.my or the following individuals:
Anis Ramli, Corporate Communications Unit, ITC at 012 321 913
Nadhirah Aripin, Corporate Communications Unit, ITC at 019 356 053
Nurin Sufia, Corporate Communications Unit, ITC at 019 801 3400
