Muslim-friendly tourism and hospitality ecosystem: Malaysian experience

Mohammad Aizat Jamaludin, Nur Syammimi Mat Puat, Muhammad Irhammudin Ibrahim and Siti Syahirah Saffinee

Chapter 5 in A Research Agenda for Halal Tourism, 2026, pp 71-94 from Edward Elgar Publishing

Abstract: Malaysia has emerged as a premier destination for Muslim-friendly tourism and hospitality (MFTH), establishing a robust ecosystem that integrates Islamic principles into an inclusive tourism environment for all tourists. The core elements of MFTH, such as halal food, prayer facilities, and Shariah-compliant accommodations are essential to address the specific needs of Muslim tourists. Despite significant progress, however, several challenges persist, particularly in enhancing awareness among tourism providers, maintaining product and service quality, and meeting the diverse expectations of tourists. Supported by strategic government policies, active collaboration between tourism stakeholders, and adherence to the Malaysian Standard for Muslim-friendly hospitality services, Malaysia continues to strengthen its global position as a model MFTH destination. This chapter provides valuable insight into the future demand for MFTH and its potential contribution to sustainable global tourism.

Keywords: Muslim-friendly Tourism; Hospitality; Ecosystem; Shariah-compliant; Sustainable Tourism (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035349425
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