ITC ONBOARDS 11 MFAR NEWCOMERS TO IGNITE MALAYSIA’S MUSLIM-FRIENDLY TOURISM AHEAD OF VM2026

PUTRAJAYA, MALAYSIA 7 OCTOBER 2025: Malaysia solidifies its stature as a premier Muslim-friendly destination as Islamic Tourism Centre (ITC) proudly unveils 11 new recipients of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme.

The latest recipients include 9 hotels and 2 Tour Operating Businesses and Travel Agencies (TOBTAB), representing a mix of local and international brands. Hotels were honoured under MFAR’s prestigious tiered system–Platinum, Gold and Silver for their commitment to offering Muslim-friendly accommodations, featuring JAKIM-certified halal dining, prayer facilities, family-oriented activities, impeccable cleanliness, warm hospitality and sustainable practices. Meanwhile, the TOBTAB recipients excelled in curating travel experiences tailored to the Muslim travellers, complementing Malaysia’s status as a premier MFTH destination.

ITC Acting-Director General, Nur Alyssa Coraline Yussin said, “The Muslim travel market,  set to be worth USD235 billion (RM 1 trillion) by 2030 with 245 million international travellers, inevitably presents massive opportunities for businesses.”

“MFAR empowers businesses to build trust and deliver quality, positioning Malaysia as a leader in this sector. We invite more businesses to join MFAR and be part of this exciting journey,” she continued.

Initiated by ITC in 2019, MFAR provides a trusted framework for businesses to offer Muslim-friendly tourism and hospitality services ensuring confidence among travellers and opening up access to the rapidly growing Muslim travellers. “Joining MFAR enables businesses to distinguish themselves, showcasing their dedication to inclusivity and excellence,” Alyssa ensures.

MFAR’s global influence continues to grow, highlighted by a 2024 Memorandum of Understanding with RusQuality, Russia’s accredited national quality system. This partnership is advancing towards mutual recognition, amplifying Malaysia’s soft power in building international MFTH standards. ITC is also expanding MFAR’s horizons, welcoming spa and wellness massage centres to join the programme very soon, offering businesses new avenues to tackle the Muslim tourist market.

Together with the commitment to excellence from 68 MFAR-recognised businesses, including the 11 new recipients, these efforts will further strengthen Malaysia’s standing as a global leader in Muslim-friendly tourism, paving the way for a vibrant Visit Malaysia 2026 (VM2026).