Continuing the success of ITC’s strategic partnership with JAKIM for GHaS in September 2024, ITC steadily demonstrates its leadership in Muslim-Friendly Tourism and Hospitality to the auspicious event’s international delegates. Photo: GHaS 2024 delegates at Nasyrul Quran, Putrajaya during a technical tour hosted by ITC.
KUALA LUMPUR, 15 SEPTEMBER 2025: Following the triumphant commencement of the Islamic Tourism Month 2025 on 18 August, Islamic Tourism Centre (ITC) is gearing up to drive the future of Islamic Tourism as a strategic partner for the Global Halal Summit (GHaS) 2025. Set to unfold from 16-20 September 2025, this landmark event, organised by the Department of Islamic Development Malaysia (JAKIM), is expected to push the boundaries of the global halal sector.
ITC’s participation in this giant halal event highlights the powerful synergy between the global halal economy and the rapidly expanding Muslim-Friendly Tourism and Hospitality (MFTH) sector. This collaboration demonstrates the seamless connection between the faith-based consumer needs and the larger tourism industry, as more destinations worldwide recognise the value of catering to Muslim travellers. MFTH, projected to ring up to USD 235 billion (RM 1 trillion) by 2030, represents a vast and growing opportunity for countries aiming to diversify their tourism offerings while respecting the Muslim tourists’ values.
Nur Alyssa Coraline Yussin, Acting Director-General of ITC, commented on the collaboration with JAKIM, “A crucial factor in reinforcing Malaysia’s well-regarded position as a leading Muslim-friendly destination is the establishment of service recognition standards such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and the Muslim-Friendly Tourist Guide (MFTG) programmes. These initiatives play a vital role in establishing standards for Muslim-friendly services, including accommodation tour guiding, ensuring that they meet the needs of Muslim travellers.”
Alyssa added, “By aligning MFTH with the halal economy, ITC simultaneously endorses the importance of halal certification by JAKIM in enhancing traveller confidence. The integration of halal products and services with MFTH initiatives, particularly MFAR, contributes to creating an inclusive and trusted ecosystem for tourists. This will be showcased through our involvement in GHaS, including the participation at the Malaysian international Halal Showcase (MIHAS), information exchange session at the Halal Certification Bodies Convention (HCBC) 2025 and a one-day technical tour tailored for international delegates.”
HCBC 2025 (16-17 September 2025, Shangri-La Kuala Lumpur)
At HCBC 2025, Nur Alyssa Coraline Yussin on behalf of ITC will discuss the topic “Halal and Hospitality: Driving Muslim Tourist Growth Towards Visit Malaysia 2026 (VM2026),” emphasising the close relationship between halal certification and the MFTH sector and its integral role in Malaysia’s signature tourism campaign. This sharing session will encourage global certification bodies to adopt unified standards under the MFAR marking, promoting cohesive recognition for Muslim-friendly destinations worldwide.
MIHAS (17-20 September 2025, Malaysia International Trade and Exhibition Centre (MITEC))
ITC, in collaboration with 12 key partners, will showcase Malaysia’s diverse MFTH offerings at MIHAS 2025. Leading the Muslim-friendly Malaysia exhibition, the ITC pavilion will deliver the cream of the crop of Malaysian hospitality with its Islamic Tourism Month (ITM) 2025 strategic partners and proud MFAR businesses. The exhibitors, featuring an impressive line-up of AnCasa Hotel Kuala Lumpur, Berjaya Times Square Theme Park, Dorsett Hospitality, HL Dragon Fruit Eco Farm, IslamiCruise, Lotus Desaru Beach Resort and Spa, Magical Kampung Baru, Mitra Kembara, Nur Taj Spa, Signchina International Travel Admin, Siti Khadijah and Wyndham Acmar Klang will share their special deals and promotions to the visitors. Everyone, be it the public and trade visitors are welcomed at Booth 11U01, Level 3, Hall 11.
Technical Tour in conjunction with GHaS 2025 (18 September 2025, Kuala Lumpur)
Following the success of the first technical tour for GHaS led by ITC last year, the agency will once again host over 300 participants from global halal certification bodies on a day-long tour highlighting Malaysia’s Muslim-friendly offerings. The itinerary includes attending business-to-business (B2B) sessions at MIHAS 2025, visiting the iconic KL Tower and the majestic Federal Territory Mosque, a tour of the International Islamic Museum Malaysia and a networking dinner with ITC at Menara MATRADE.
As the Global Halal Summit 2025 kicks off, ITC is set to further cement its role in advancing MFTH. Through a series of collaborative events and initiatives, including participation in MIHAS, technical tours and industry discussions, ITC continues to build valuable connections between the halal economy and the growing MFTH sector. This concerted effort ensures Malaysia’s leadership in the global Muslim-friendly tourism landscape, reinforcing its position as a top destination for Muslim travellers while supporting the broader goals of the halal industry especially in the lead-up to VM2026.
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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
Ainaa Izzati, Corporate Communications Unit, ITC at ITC di 010 266 253
Khairul Iman, Corporate Communications Unit, ITC at 013 289 2609
Nurin Sufia, Corporate Communications Unit, ITC at 019 801 3400
