KUALA LUMPUR, April 20 — Observers are urging Malaysia to strengthen its Muslim tourism strategy as a key pillar of national economic growth, following its continued global recognition as a leading Muslim-friendly destination.
Afif Badhrulhisham in his statement affirms that, rather than chasing trends or borrowing borrowed appeal, Malaysia should double down on what it does best: offering the world’s finest Muslim-friendly travel experience.
Muslim tourism index: Consistent global recognition
Malaysia has retained its position as the world’s number one Muslim-friendly travel destination in the Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025, a title it has consistently held since 2015.
“This is not a one-off achievement; it is a decade-long track record of excellence that deserves to be the centrepiece of our national tourism narrative”, he said in a statement today.
The long-standing achievement reflects Malaysia’s sustained excellence in catering to Muslim travellers and strengthening its global tourism brand.
Strong economic potential in Muslim travel market
He said, the Muslim tourism sector is emerging as a major economic opportunity for Malaysia. In 2024 alone, the country recorded 5.4 million Muslim tourist arrivals, generating over RM19.5 billion in tourism revenue.
On a global scale, Muslim tourist arrivals are projected to reach 230 million by 2028, with estimated spending of USD 225 billion, positioning the segment as one of the fastest-growing travel markets worldwide.
Malaysia’s unique cultural and tourism advantage
Malaysia’s appeal lies in its authenticity as a multicultural and Muslim-friendly nation, where Islamic heritage coexists with diverse ethnic communities including Malay, Chinese, Indian, and indigenous groups.
This combination offers Muslim travellers a genuine cultural experience, supported by widespread halal accessibility, prayer facilities, and a strong tradition of hospitality.
Ramadan and Eid highlighted as key tourism assets
Ramadan and Eid celebrations have been identified as unique tourism products that enhance Malaysia’s attractiveness to Muslim visitors.
“The Ramadan bazaars, congregational prayers, communal breaking of fast, and open house traditions during Eid are seen as immersive experiences that differentiate Malaysia from other destinations”, he remarked.
Call for strategic tourism promotion
“The Ministry of Tourism and Culture should strategically promote Malaysia’s Islamic tourism strengths, including mosques, halal cuisine, and seasonal cultural experiences,” he said.
Industry players are also encouraged to elevate service standards and develop structured Muslim-friendly hospitality training to sustain Malaysia’s competitive edge.
Preserving national identity as core strength
Malaysia should avoid diluting its identity and instead strengthen its image as a modern Islamic nation.
Afif noted that Muslim tourism is not a niche, but one of Malaysia’s key competitive advantages in the global tourism industry.
Afif Badhrulhisham
Vice President of BERJASA
