Participants attending MFAR Training (Tourist Accommodation Premises) at Wyndham Acmar Klang
KLANG, 8 JULY 2025 – The Islamic Tourism Centre (ITC) has strengthened Malaysia’s commitment to Muslim-friendly travel through the latest edition of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) Competency Training Programme. The three-day training, which focused on tourist accommodation premises, saw 23 forward-thinking participants from 10 hotels across Malaysia take proactive steps to tap into the growing Muslim-friendly travel market. Among them were internationally recognised properties such as the Renaissance Kuala Lumpur Hotel & Convention Centre and Four Points by Sheraton Kuala Lumpur City Centre, both from the Marriott Group.
By equipping themselves with MFAR standards, these industry leaders are not only upskilling but also positioning their businesses to meet the rising global demand for Muslim-friendly hospitality – a move others in the industry cannot afford to delay if they wish to stay competitive.
According to the Global Muslim Travel Index 2025 (GMTI) takeaways, there is a growing global demand for Halal Assurance as destinations increasingly seek to strengthen their Muslim-friendly credentials. An increasing number of restaurants, hotels and tourist attractions are actively pursuing Halal Certification and ratings to better meet the expectations of Muslim travellers, particularly in the area of Halal dining.
“What motivated me to participate in the MFAR training was the growing needs of the community, as well as the evolving demands of today’s market,” said Mr Norhasnizam from Sunway Resort Hotel. “We are witnessing a rise in Muslim travellers, and it is essential that we offer high-quality, Muslim-friendly accommodation. This not only helps build their confidence in our services but also has the potential to significantly boost Malaysia’s tourism industry.”
The MFAR Competency Training Programme is more than just a box to tick – it’s a game changer for hospitality businesses looking to gain official MFAR recognition. Backed by ITC, the programme is a key part of Malaysia’s strategy to lead globally in Muslim-friendly tourism.
Speaking during the programme, Dr Hisyam Sabri, Director of the University Entrepreneurship Centre (PKUU) at the Islamic Science University of Malaysia (USIM), senior lecturer, and MFAR speaker, remarked that MFAR is attracting increasing international interest. “In five years’ time, MFAR is expected to grow even further. Foreign countries are adopting MFAR due to its practical, clear guidelines and business potential. Malaysia must take notice of this demand. Just as halal certification is now standard, MFAR may one day become just as essential,” he said.
The training was held from 24 to 26 June 2025 at Wyndham Acmar Klang, Selangor, one of the MFAR Silver hotels. The training offered participants valuable insights into both the theoretical and practical aspects of Muslim-friendly tourism. The programme concluded with a closing session that recognised the commitment and achievements of the participants. By equipping industry players with the knowledge and tools to meet MFAR standards, the training strengthens Malaysia’s positioning as a preferred Muslim-friendly destination ahead of Visit Malaysia 2026 (VM2026).
For more information on MFAR and upcoming training sessions, please visit www.itc.gov.my.
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 2022. 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 growing 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 Division, ITC at 012 321 913
Nadhirah Aripin, Corporate Communications Division, ITC at 019 356 053
Ainaa Izzati, Corporate Communications Division, ITC at 010 266 253
Khairul Iman, Corporate Communications Division, ITC at 013 289 2609
