KUALA LUMPUR: The Matta Muslim-Friendly Travel Fair 2025 (MFTF 2025) will position Malaysia as the global leader in Muslim-friendly tourism as 245 million Muslims are expected to travel the world and spend USD235bil in 2030, says the Tourism, Arts and Culture Ministry’s Islamic Tourism Centre (ITC) acting director-general Nur Alyssa Coraline Yussin.
She also said that while it is Muslim-friendly, it is not for Muslims only.
Nur Alyssa said this in her speech officiating the inaugural MFTF 2025 on Saturday (Oct 18) at the World Trade Centre here.
The two-day fair, held on Oct 18 and 19 at the World Trade Centre, is open to the public and showcases 114 booths, with 54 participants. Also present was Matta president Nigel Wong and key players of the travel industry.
“Malaysia has long held a special place in the hearts of travellers from around the world – and especially among Muslim tourists who see Malaysia as a welcoming, safe, and comfortable destination.
“In 2024, Malaysia welcomed 5.4 million Muslim tourist arrivals, generating more than RM19.5bil in spending. From January to June 2025, we have already recorded 3.4 million Muslim arrivals, a very encouraging figure that we expect to surpass last year’s performance.
“Globally, the outlook is bright. By 2030, it is estimated that 245 million Muslims will be travelling the world, spending close to USD235bil.
“For those of us who are investing our time, creativity, and energy into this space, the future is indeed promising.
“MFTF 2025 is a landmark event which reflects our shared aspirations to elevate Malaysia’s tourism to new heights, and I congratulate Matta for taking the lead. The fair marks a new milestone in our journey to position Malaysia as the global leader in Muslim-friendly tourism, and ITC is glad to be a strategic partner in this initiative.
“I understand that the response from the private sector has been overwhelming, with exhibitors eager to secure their spots.
“That enthusiasm tells us something important – the industry recognises the enormous potential of the Muslim tourist market and is ready to embrace inclusive, ethical, and culturally attuned travel,” said Nur Alyssa.
She said that the fair was in line with the call by Prime Minister Datuk Seri Anwar Ibrahim to strengthen Malaysia’s position as a leader in both the global halal economy and the Muslim travel market.
“Islamic tourism is part of the broader Islamic economy, which also includes halal food, modest fashion, Islamic finance, media, and recreation. What makes this sector so special is that while it’s rooted in Islamic principles – cleanliness, well-being, modesty – these are also universal values that everyone can relate to.
“That is why Islamic tourism is inclusive by nature. Non-Muslim travellers, too, enjoy halal cuisine, modest fashion, respectful hospitality, and gender-sensitive services.
“They find joy in our vibrant Muslim festivals, our cultural diversity, and the architectural beauty of our mosques.
“The idea to remember is simple: it is ‘Muslim-friendly, not Muslim-only’,” said Nur Alyssa in her speech.
Earlier at the event, Matta president Wong said in his opening speech that although MFTF 2025 is a new chapter for Matta, it is a lucrative one with promising opportunities.
“The many different packages offered here show how resilient and creative our tourism industry can be to cater to the needs of the consumers. It is about creating new experiences.
“Tourism is a two way street – and it is set to thrive as a global mobiliser. It is about people moving from one country to the next to experience the best culture the countries have to offer.
“This MFTF 2025 is a launchpad for Matta and gives the visitors access to tailor to their travel needs,” said Wong.
He explained that Muslim-friendly travel packages cater to the providing of halal facilities such as halal foods and drinks as well as ease of prayers in domestic and foreign destinations.
“MFTF 2025 is all about highlighting inclusivity and the growing sense of creativity and innovation (among Matta members).
“This weekend, the fair will also highlight 11 nasyid groups as well as a lucky draw,” said Wong.
Speaking to the media later, Wong said that the fair is targeted at families and millennials.
He also said that the labelling of the fair as “Muslim-friendly” is a strategic push as “70% of the population is Muslim”.
“We have been to many countries. We have advised them on how to cater to Muslim travellers, and many of these countries have come about with that because they see that there is a huge market,” said Wong.
He said there are many offers on umrah and hajj packages; there is much demand for leisure products and diversity for Malaysian Muslims wanting to travel.
Wong said while the “Muslim-friendly” labelling may not encourage non-Muslim visitors, he is hoping that once the awareness of the concept is understood, there will be takers among non-Muslims too.
“What Matta specifically is offering here is in terms of inclusivity – anybody can travel in any of these packages.
“I believe that number will start to grow, once that awareness starts to develop,” said Wong.
He said that Matta targets about 50,000 visitors for MFTF 2025 today and tomorrow (Oct 18 and 19).
The official partners for MFTF 2025 are RHB Bank Berhad, the Islamic Tourism Centre and Hwajing Travel & Tours, the cruise line partner.
MFTF 2025 is open to the public from 10am to 9pm on Saturday and Sunday, Oct 18 and 19.
