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DR. AZRUL ANAZ MOHD ANY DIRECTOR (RESEARCH AND TRAINING)

ISLAMIC TOURISM CENTRE MINISTRY OF TOURISM AND CULTURE, MALAYSIA

No part of this presentation may be reproduced, stored in a retrieval

system or transmitted in any form by any means, electronic or

mechanical, including photocopying, recording or otherwise, without

written permission of Islamic Tourism Centre.

7th Meeting of the COMCEC Tourism Working Group 4 February 2016 Ankara, Turkey

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PRESENTATION OVERVIEW

+ Brief Statistics

+ Success Stories

+ Promotion & Marketing

+ Niche Segment

+ Challenges

M U S L I M

F I E N D L Y

M A L A Y S I A

CONTENT

M U S L I M

F I E N D L Y

M A L A Y S I A

> OVERVIEW

> MUSLIM FRIENDLY MALAYSIA

> POLICY AND STRATEGY

> CATERING THE MUSLIM MARKET

> ISLAMIC TOURISM BLUEPRINT

> CHALLENGES GOING FORWARD

ESTIMATED MUSLIM

TOURIST ARRIVALS

TO MALAYSIA REGION 2014

ASEAN 4,682,637

EAST ASIA 30,640

SOUTH ASIA 403,542

WEST ASIA 313,914

EUROPE 68,026

OTHERS 40,198

TOTAL 5,538,958

Source : Tourism Malaysia & ITC

TOP 5 TOURIST ARRIVALS FROM OIC COUNTRIES IN 2014

Pakistan

97,144

Indonesia

2,827,533

Bangladesh

204,418

Brunei

1,213,110

Saudi Arabia

113,921

Source : Department of Immigration Malaysia & Tourism Malaysia

Iran

USD 1,422

Saudi Arabia

USD 2,287

Oman

USD 1,919

Kuwait

USD 2,053

UAE

USD 1,786

TOP 5 TRAVEL SPENDERS IN MALAYSIA IN 2014 (per capita)

Source : Tourism Malaysia

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MALAYSIA’S SUCCESS STORIES

+ Number 1 destination for Muslim travellers for four consecutive

years from 2011-2014, by CrescentRating – Singapore’s Halal

travel portal

+ Number 1 destination in the 2015 Global Muslim Travellers

Index (GMTI), by CresentRating and Mastercard

+ Number 1 most developed Islamic economy ecosystem in the

Global Islamic Economy Indicator for 2014 and 2015, by

Thomson Reuters & Dubai Islamic Economy Development

Centre

+ Number 2 – best shopping destination (Kuala Lumpur) for

Muslim travellers in Muslim Travel Shopping Index (MTSI)

2015, by CresentRating & Mastercard

+ Number 10 - “Best in Travel 2014 – Top 10 countries”, by

Lonely Planet

+ Number 1 Museum in the country and Number 10 best in Asia

(Islamic Arts Museum Malaysia) in 2014, by global travel portal

TripAdvisor under the TripAdvisor Travellers’ Choice

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RECENT ACCOLADES FOR MALAYSIA

Muslim Friendly Hospitality Services Standards (MS: 2610:2015)

+ Developed by the Department of Standards,

in collaboration with tourism stakeholders of

Malaysia, including Islamic Tourism Centre

(Ministry of Tourism & Culture)

+ Completed and published in February 2015

+ Focuses on 3 areas:

MFHS : Dalil Siyahi (Tourist Guide)

MFHS : Dhiyafah (Accommodation)

MFHS : Safar & Siyahah (Travel & Tour)

+ Voluntary adoption by industry players

+ Available for purchase at

http://www.msonline.gov.my

Shipment information and other terms & conditions as per the website.

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Prayer Facilities Easily Accessible

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+ Airports

+ Highway Rest Service Areas

+ Shopping Malls

+ Theme Parks

+ Government Offices

+ Golf Resorts & Clubs

+ Stadiums

+ Convention Centres

+ Hospitals

+ Restaurants

Muslim Friendly Hotels

+ At least one Halal certified kitchen in hotel

+ Qiblat Direction on room ceiling

+ Prayer mats / rugs / Holy Quran

+ Prayer time schedule

+ Segregated swimming pool / gym

+ Halal Executive

+ Ramadan Buffets / Iftar

+ Sahoor (pre-dawn) menu

+ Shuttle to Mosque for Terawikh prayers

+ Guest Imams for surmons / prayers

(De Palma hotel)

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The Halal Factor

+ Global Halal Market earns USD2.3 Trilion

Annually*

+ Vibrant and government regulated Halal

industry in Malaysia

+ Pioneer of Halal standards and certification

+ Halal Certification provides assurance as it

fulfils the Syariah law, which is a must for

Muslims.

+ Malaysia Halal Logo is recognized and

well-accepted worldwide

+ Recognition program for world Halal

certification bodies (CB) led by the Halal Hub

Division, JAKIM

+ As of 6 January 2016, 55 Halal CBs have

been recognised by JAKIM 11 * Source: Halal Market – Branding Malaysia as Global Halal Hub 2012, Malaysia External Trade Development Corporation (Matrade)

A Halal Culinary Haven

+ Top International Fast Food Chains

Certified Halal

+ Delicious Local Cuisines by Muslims

+ ASEAN Food Heritage Trail

+ Fabulous Food 1Malaysia

+ Street Food and Restaurant Carnival

+ World Curry Festival, Penang

organised inconjunction with the Penang

International Halal Expo & Conference

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Iconic Mosques Rich in History and Majestic Architecture

+ Over 6,000 mosques around the country

+ National Fatwa Council issued a fatwa in

2010 allowing mosque tourism

+ JAKIM has produced guidelines for mosque

tourism in Malaysia

+ Tourist facilities at mosque:

tourist robe, guided tour, souvenir shops

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+ Islamic festivals in Malaysia are colourful,

spirited and peaceful in nature, wrapped in the

nation’s rich and diverse cultural heritage

+ Malaysia is also home to many international

Islamic events including Business forums,

Quran competitions and Halal exhibitions

* Awal Muharram (New Year), Maulidur Rasul (Prophet’s

Birthday), Ramadan (Fasting Month), Eid-ul Fitr, Eid-ul Adha

* International Quran Recital (Since 1958)

* World Halal Summit

* Malaysia International Halal Showcase (MIHAS)

* Selangor Islamic Festival

* IFTAR@KL 2015 – Ramadhan Festival

* ILM Arts Festival

* Putrajaya International Islamic Arts & Culture Festival

* World Islamic Economic Forum 14

Islamic Festivals And Events in Malaysia

Islamic Tourism Attractions

+ Islamic Arts Museum Malaysia

Ranked No. 1 museum in Malaysia and

No. 10 Museum in Asia by TripAdvisor

(2014)

+ Other attractions:

* Islamic Civilisation Park, Kuala Terengganu

* Morrocan Pavillion, Putrajaya

* Restu Foundation Arts and Garden

Complex, Shah Alam, Selangor

* Halal Support Centre, Kuala Lumpur

* Al-Khawarizmi Astronomy Complex, Melaka

* Inscription Stone, Kuala Terengganu

* Malaysian Homestay

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PROMOTION AND MARKETING

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VISIT MALAYSIA GLOBAL CAMPAIGN

1990 1994 2007 2014 2015

+ Malaysian government have promoted

tourism to the Middle East long before the

September 11 crisis.

+ Tourism Malaysia overseas offices in OIC

countries include Almaty, Brunei, Dhaka, Dubai,

Istanbul, Jakarta, Jeddah, Medan and Tehran

+ Activities:

* Arabian Travel Market - Dubai (Since 1993)

* World Travel Mart - London

* ITB - Berlin

* Middle East sales mission

* TVC / Outdoor advertisements

* Fam trips (Media/Corporate/Agents)

* Online Campaigns

* Joint Campaigns with Airlines

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Promotions / Marketing

PRINT ADS PRINT ADS Print advertising

Outdoor advertising

Online and social media

www.motac.gov.my

www.tourism.gov.my

www.itc.gov.my

RAMADAN

!!

IN MALAYSIA1436H / 2015

RAMADAN RAMADAN LOCAL IMSYAK

BAZAARS BUFFET FESTIVALS IFTAR

© Islamic Tourism Centre. All Rights Reserved. No part of this publication may be r eproduced, stored in a retrieval system or transmitted in any form by any means, electr onic or mechanical, including photocopying, r ecording or otherwise, without written permission of the publisher .!

YOUR ULTIM ATE GUIDE

TO THE BEST RAM ADAN

EXPERIEN CE IN M ALAYSIA

HALAL APP

+ Halal restaurants

and products in Malaysia

Developed by: HDC

MOSQUE TOURS ACHEEN

ST MALAY MOSQUE

+ Acheen Street Mosque

tourism in Penang

Developed by: Penang Islamic Foundation

SOLAT MALAYSIA 2015

+ Accurate solat time in

Malaysia

Developed by: M-Village (MSC)

Halal Tourism Smart Phone Apps

MALAYSIA TRIP PLANNER

+ Official travel app from

Tourism Malaysia

Developed by: Tourism Malaysia

PENANG HISTORICAL

MOSQUES APP

+ Guides to 40 mosques

in Penang

Developed by : INSPIRE and Think City

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Total flight

frequency

2,762 weekly

As of 30 September 2015

Source: Tourism Malaysia & Malaysia Airports Berhad

Flight frequency

from OIC countries

810 weekly

OIC

Connectivity with

Muslim Countries

Avg. occupancy of seats

156,823 weekly

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NICHE SEGMENT

Medical Tourism in Malaysia

+ Malaysia Health Travel Council formed in

2009

+ Halal certified kitchen in hospital food main

kitchen

+ Total healthcare travellers - 882,000 patients

(as of 31 December 2014)

+ Gender preferred physician

+ Halal based medication

+ Arab-speaking guest relation

+ Russian-speaking doctors

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Source : Malaysia Healthcare Travel Council (MHTC)

Education Tourism in Malaysia

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+ Developed by Ministry of Education

+ Malaysia’s political stability, peace,

technological progress and research as

well as the low exchange makes it

conducive for education tourism

+ 20 public universities and 65 private

Universities

+ Total international students:

Public universities – 33,396 students

Private universities – 87,002 students

(as of 31 December 2015)

+ Top 5 international students Bangladesh,

Nigeria, China, Indonesia and Yemen.

+ Overseas Muslim students in universities

studying in Malaysia, majority from OIC

countries

+ Attractive courses including Islamic Banking &

Finance, Islamic Revealed Knowledge &

Human Sciences and Halal Management

Source : Ministry of Education Malaysia

The Malaysia’s Homestay Experience

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+ Community Based Tourism (CBT)

+ 181 villages across Malaysia with

3,653 homes (5,056 rooms)

+ Total foreign participants in

Jan–Sep 2015, 221,062 (+10.8%)

+ Singapore, Japan and China

- Top 3 foreign participants

+ Revenue in Jan-Sep 2015

RM19.87 million (Est. USD4.5 mil)

+ Winner of the UNWTO Ulysses

Award for Innovation in Public

Policy and Governance in 2012

Source : Industry Development Div. , MOTAC

Sports Tourism in Malaysia

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+ Formula 1 Petronas Malaysia Grandprix

+ EurAsia Cup

+ CIMB Classic – PGA Tour

+ Monsoon Cup

+ FIA Formula E

Business Tourism in Malaysia

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+ Malaysia Convention & Exhibition Bureau

(MyCEB) established in 2009

+ Renowned venues for Business Events:

* Putrajaya International Convention Centre

(PICC)

* Kuala Lumpur Convention Centre (KLCC)

* Putra World Trade Centre (PWTC)

* Shah Alam Convention Centre (SACC)

* Borneo Convention Centre Kuching (BCCK)

* SPICE Arena, Penang

+ Business Events hosted by Malaysia:

* World Halal Summit

* Rise of ASEAN: 8th Global Entrepreneurs

Roundtable

* Asia Pacific Tourism Association Annual

Conference

* International Invention, Innovation and

Technology Exhibition (ITEX)

* Oil and Gas Asia (OGA )

* World Islamic Economic Forum (WIEF)

CHALLENGES • Increasing competition from non-Muslim majority

countries (eg; Japan, Singapore, South Korea)

• Global economic slowdown (i.e: devaluation of

currency)

• Tensions between Islamist hard-liners in secular

states and vice versa

• Islamophobia

• Extension of terrorist activities in the region

(i.e.: Southeast Asia)

MODERATION

TOLERANCE & UNDERSTANDING

MUTUAL RESPECT

PROGRESSIVE NATION

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Way forward..

www.itc.gov.my

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Islamic Tourism Centre ITC_MY ITC_MY

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THANK YOU TERIMA KASIH