In preparation for Visit Malaysia 2026 (VM2026), the Islamic Tourism Centre (ITC) and the Malaysian Association of Tour and Travel Agents (MATTA) have jointly organised a week-long European Representative Familiarisation Trip, namely “A Muslim Friendly Voyage of Discovery” to strengthen Malaysia’s position as a preferred destination for the growing European Muslim travel market.
Held from 21 to 27 November 2025, the programme welcomed 10 representatives from Bosnia, France, Spain, Türkiye, and the United Kingdom – comprising muftis, influencers, and travel agents – with stops in Kuala Lumpur, Selangor, Putrajaya, Negeri Sembilan, Melaka, and Johor.
The itinerary featured notable highlights such as the PETRONAS Twin Towers, Kompleks Kraf, Badan Warisan Malaysia, Melaka’s historical quarter, Masjid Tuanku Mizan Zainal Abidin, Masjid Kampung Hulu, Nasyrul Quran Complex, and Masjid Sri Sendayan. Delegates also explored local culture, SMEs, and creative industries, strengthening their understanding of Malaysia’s diverse tourism offerings.
“Muslim-friendly tourism has long been an aspiration for MATTA, and this fam trip represents an important step forward in realising that vision. For many years, we have seen the potential of this segment, not only for Malaysia as a welcoming and culturally diverse destination, but also for our members to serve a growing global Muslim travel market,” said Nigel Wong, President of MATTA.
The initiative aligns with Malaysia’s wider strategy to grow its footprint in Europe – a region that recorded EUR979 billion in tourism expenditure in 2023 and is home to a growing Muslim population of approximately 46 million. With Europe accounting for 53% of global tourism spending and maintaining strong outbound travel momentum, it remains a priority region leading up to VM2026.
Participants stayed at several Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-certified hotels, including Mardhiyyah Hotel & Suites (Selangor), Royale Chulan Seremban (Negeri Sembilan), and Lotus Desaru Beach Resort & Spa (Johor), experiencing first-hand Malaysia’s certified Muslim-friendly accommodation and services.
Networking sessions and official dinners hosted by Tourism Selangor, Majlis Perbandaran Seremban, Tourism Melaka, and Tourism Johor provided valuable platforms for industry engagement, further enhancing Malaysia’s visibility and appeal within Europe’s growing Muslim travel segment.
“With VM2026 approaching, this is our chance to personally introduce participants to something truly special: our colourful culture and incredible heritage derived from our diverse population, delivered through the high quality, seamless experience of our Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem,” said Nur Alyssa Coraline Yussin, Acting Director General of Islamic Tourism Centre.
The fam trip also opens doors to “new opportunities” for MATTA members. “Most importantly, this initiative is designed for the benefit of our members. We want to ensure that MATTA members are well-positioned to tap into the European Muslim market, build meaningful connections, and showcase their expertise and offerings with confidence,” Wong added.
Malaysia’s strong Muslim-friendly tourism infrastructure positions the nation as an attractive destination for European Muslims, especially as such facilities and services may not be widely available across Europe.
Beyond leisure travel, opportunities also continue to grow in education, Malaysia My Second Home (MM2H), and medical tourism, supported by visa-free access for European nationals.