KUALA LUMPUR, Aug 26 (Bernama) — Malaysia’s Chairmanship of ASEAN 2025 will serve as a catalyst for Islamic Tourism Month (ITM) 2025, further strengthening its role as a benchmark for the Visit Malaysia Year 2026 (VM2026) campaign, said Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus Akbar Khan.
He said the ASEAN Chairmanship theme of ‘Inclusivity and Sustainability’ carries immense significance for ITM 2025, which will involve more than 300 meetings, programmes and summits throughout the year.
“Any outcomes from this tourism month are deeply meaningful. If we succeed in positioning Islamic tourism as a core component of our national tourism narrative, imagine the positive impact it could have on VM2026,” he said during the ITM 2025 media launch here today.
His speech text was delivered by Islamic Tourism Centre (ITC) acting director-general Nur Alyssa Coraline Yussin.
According to him, ITM 2025 will feature 82 ASEAN-related meetings, providing opportunities for tourism entrepreneurs to showcase Malaysia’s attractions and Muslim-Friendly Tourism and Hospitality (MFTH) products.
“I understand we’ll be busy with ITM 2025, but let’s leverage these ASEAN programmes to promote our products,” he said, adding that the alignment between ITM 2025 and ASEAN’s agenda can also empower small and medium enterprises (SMEs), which form over 90 per cent of the national economy.
Over the years, ITM has enabled SMEs and Muslim-friendly tourism operators to generate more than RM5 million in revenue, he noted.
Meanwhile, Nur Alyssa said ITM, now in its fourth year, has matured into a nationwide campaign that showcases Malaysia’s MFTH ecosystem.
“The seeds planted in 2022 have blossomed into a platform that celebrates Malaysia’s rich Muslim-friendly appeal. With Visit Malaysia Year 2026 approaching, ITM will highlight authentic and accessible cultural experiences alongside attractive travel promotions,” she said.
Citing Tourism Malaysia data, she said ASEAN remained the top source of international arrivals between January and April this year, led by Singapore (6.52 million visitors, up 28.5 per cent), Indonesia (1.47 million, up 11.6 per cent) and Thailand (833,610, up 3.4 per cent).
Since its launch, ITM has engaged more than 300 industry partners and generated over RM5 million in value.
Nur Alyssa said ITM 2025 would feature eight categories — mosque open day, food and beverages, accommodation, events and exhibitions, travel packages, shopping and retail, spa and wellness and tourist attractions and theme parks.
A highlight is the ITM TikTok Challenge, which invites creators to share videos of their experiences at partner premises, with prizes worth over RM50,000, including a holiday to Xi’an, China and a sailing getaway with Aroya Cruises.
She added that ITC recently won the BrandLaureate Brand of the Year Award 2024 for excellence in Islamic tourism solutions through its MFTH Assurance and Recognition (MFAR) initiative.
Seven new tour operators from the Malaysian Inbound Chinese Association (MICA) have also joined the MFAR programme, reflecting ITC’s commitment to partnerships beyond Muslim operators.
“This collaboration is expected to further boost arrivals from China, Malaysia’s third-largest tourist source, which has already recorded nearly 38 per cent year-on-year growth,” she said.
Nur Alyssa called on local communities and businesses to join ITM 2025, saying their warmth and hospitality are key to Malaysia’s appeal.
— BERNAMA
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