The Islamic Tourism Centre (ITC) in Malaysia has signed an agreement with the Association of Malaysian Spas (AMSPA) to launch the world’s first Muslim-friendly spa and wellness guideline and training programme.
With the global Muslim population reaching two billion, ITC says the demand for high-end, culturally sensitive wellness is “exploding”.
They added that the guidelines “are a masterclass in privacy, modesty and personal comfort – trends that are currently dominating the slow travel and wellness movements”.
Developed in Malaysia, the framework is an adaptable model for international 5-star spa operators looking to capture the “modest traveller” segment, ITC says.
The programme is part of ITC’s Muslim-friendly tourism and hospitality assurance and recognition initiative which sets the ‘gold standard’ for tourism and hospitality service delivery for the growing Muslim tourist market.