How did media coverage and stakeholder training shape Malaysia’s MFT result?

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Malaysia's Top Ranking in Muslim-Friendly Travel Driven by Governance and Awareness Efforts

Malaysia's leading position in the Muslim-Friendly Travel (MFT) sector, as highlighted in the State of the Global Islamic Economy (SGIE) Report 2020/21, was significantly influenced by strong performance in governance and awareness. The report specifically noted Malaysia's highest rankings in these two dimensions within the MFT category. Awareness, in this context, encompasses both media coverage and the comprehensive training provided to stakeholders within the tourism industry.
Focus on Stakeholder Training During Pandemic Downtime

The Ministry of Tourism, Arts and Culture (Motac) and its agency, the Islamic Tourism Centre (ITC), strategically leveraged the downtime brought about by the Covid-19 pandemic to enhance stakeholder training. This initiative was a key factor contributing to Malaysia's high score in the awareness dimension. The ITC provided a series of free online training sessions designed to equip industry players with essential knowledge for catering to Muslim travellers.
Comprehensive Training Modules Offered

These online training sessions covered critical areas vital for the Muslim-friendly travel sector. Topics included the intricacies of halal certification processes, a deep understanding of the specific needs and preferences of Muslim travellers, and effective strategies for Islamic branding and marketing. By offering these resources, Motac and ITC aimed to bolster the industry's capacity and readiness to serve the growing MFT market.
Governance as a Foundational Element

Beyond awareness initiatives, Malaysia's strong performance in governance also played a crucial role in its top MFT ranking. Governance in this context refers to the establishment and implementation of regulations pertinent to the tourism industry. A robust regulatory framework provides a stable and predictable environment, fostering trust and confidence among both travellers and industry operators, thereby underpinning the overall success of the MFT sector.

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How did media coverage and stakeholder training shape Malaysia’s MFT result?

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