DR. AZRUL ANAZ MOHD ANY DIRECTOR (RESEARCH AND … · + Recognition program for world Halal...
Transcript of DR. AZRUL ANAZ MOHD ANY DIRECTOR (RESEARCH AND … · + Recognition program for world Halal...
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DR. AZRUL ANAZ MOHD ANY DIRECTOR (RESEARCH AND TRAINING)
ISLAMIC TOURISM CENTRE MINISTRY OF TOURISM AND CULTURE, MALAYSIA
No part of this presentation may be reproduced, stored in a retrieval
system or transmitted in any form by any means, electronic or
mechanical, including photocopying, recording or otherwise, without
written permission of Islamic Tourism Centre.
7th Meeting of the COMCEC Tourism Working Group 4 February 2016 Ankara, Turkey
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PRESENTATION OVERVIEW
+ Brief Statistics
+ Success Stories
+ Promotion & Marketing
+ Niche Segment
+ Challenges
M U S L I M
F I E N D L Y
M A L A Y S I A
CONTENT
M U S L I M
F I E N D L Y
M A L A Y S I A
> OVERVIEW
> MUSLIM FRIENDLY MALAYSIA
> POLICY AND STRATEGY
> CATERING THE MUSLIM MARKET
> ISLAMIC TOURISM BLUEPRINT
> CHALLENGES GOING FORWARD
ESTIMATED MUSLIM
TOURIST ARRIVALS
TO MALAYSIA REGION 2014
ASEAN 4,682,637
EAST ASIA 30,640
SOUTH ASIA 403,542
WEST ASIA 313,914
EUROPE 68,026
OTHERS 40,198
TOTAL 5,538,958
Source : Tourism Malaysia & ITC
TOP 5 TOURIST ARRIVALS FROM OIC COUNTRIES IN 2014
Pakistan
97,144
Indonesia
2,827,533
Bangladesh
204,418
Brunei
1,213,110
Saudi Arabia
113,921
Source : Department of Immigration Malaysia & Tourism Malaysia
Iran
USD 1,422
Saudi Arabia
USD 2,287
Oman
USD 1,919
Kuwait
USD 2,053
UAE
USD 1,786
TOP 5 TRAVEL SPENDERS IN MALAYSIA IN 2014 (per capita)
Source : Tourism Malaysia
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MALAYSIA’S SUCCESS STORIES
+ Number 1 destination for Muslim travellers for four consecutive
years from 2011-2014, by CrescentRating – Singapore’s Halal
travel portal
+ Number 1 destination in the 2015 Global Muslim Travellers
Index (GMTI), by CresentRating and Mastercard
+ Number 1 most developed Islamic economy ecosystem in the
Global Islamic Economy Indicator for 2014 and 2015, by
Thomson Reuters & Dubai Islamic Economy Development
Centre
+ Number 2 – best shopping destination (Kuala Lumpur) for
Muslim travellers in Muslim Travel Shopping Index (MTSI)
2015, by CresentRating & Mastercard
+ Number 10 - “Best in Travel 2014 – Top 10 countries”, by
Lonely Planet
+ Number 1 Museum in the country and Number 10 best in Asia
(Islamic Arts Museum Malaysia) in 2014, by global travel portal
TripAdvisor under the TripAdvisor Travellers’ Choice
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RECENT ACCOLADES FOR MALAYSIA
Muslim Friendly Hospitality Services Standards (MS: 2610:2015)
+ Developed by the Department of Standards,
in collaboration with tourism stakeholders of
Malaysia, including Islamic Tourism Centre
(Ministry of Tourism & Culture)
+ Completed and published in February 2015
+ Focuses on 3 areas:
MFHS : Dalil Siyahi (Tourist Guide)
MFHS : Dhiyafah (Accommodation)
MFHS : Safar & Siyahah (Travel & Tour)
+ Voluntary adoption by industry players
+ Available for purchase at
http://www.msonline.gov.my
Shipment information and other terms & conditions as per the website.
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Prayer Facilities Easily Accessible
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+ Airports
+ Highway Rest Service Areas
+ Shopping Malls
+ Theme Parks
+ Government Offices
+ Golf Resorts & Clubs
+ Stadiums
+ Convention Centres
+ Hospitals
+ Restaurants
Muslim Friendly Hotels
+ At least one Halal certified kitchen in hotel
+ Qiblat Direction on room ceiling
+ Prayer mats / rugs / Holy Quran
+ Prayer time schedule
+ Segregated swimming pool / gym
+ Halal Executive
+ Ramadan Buffets / Iftar
+ Sahoor (pre-dawn) menu
+ Shuttle to Mosque for Terawikh prayers
+ Guest Imams for surmons / prayers
(De Palma hotel)
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The Halal Factor
+ Global Halal Market earns USD2.3 Trilion
Annually*
+ Vibrant and government regulated Halal
industry in Malaysia
+ Pioneer of Halal standards and certification
+ Halal Certification provides assurance as it
fulfils the Syariah law, which is a must for
Muslims.
+ Malaysia Halal Logo is recognized and
well-accepted worldwide
+ Recognition program for world Halal
certification bodies (CB) led by the Halal Hub
Division, JAKIM
+ As of 6 January 2016, 55 Halal CBs have
been recognised by JAKIM 11 * Source: Halal Market – Branding Malaysia as Global Halal Hub 2012, Malaysia External Trade Development Corporation (Matrade)
A Halal Culinary Haven
+ Top International Fast Food Chains
Certified Halal
+ Delicious Local Cuisines by Muslims
+ ASEAN Food Heritage Trail
+ Fabulous Food 1Malaysia
+ Street Food and Restaurant Carnival
+ World Curry Festival, Penang
organised inconjunction with the Penang
International Halal Expo & Conference
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Iconic Mosques Rich in History and Majestic Architecture
+ Over 6,000 mosques around the country
+ National Fatwa Council issued a fatwa in
2010 allowing mosque tourism
+ JAKIM has produced guidelines for mosque
tourism in Malaysia
+ Tourist facilities at mosque:
tourist robe, guided tour, souvenir shops
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+ Islamic festivals in Malaysia are colourful,
spirited and peaceful in nature, wrapped in the
nation’s rich and diverse cultural heritage
+ Malaysia is also home to many international
Islamic events including Business forums,
Quran competitions and Halal exhibitions
* Awal Muharram (New Year), Maulidur Rasul (Prophet’s
Birthday), Ramadan (Fasting Month), Eid-ul Fitr, Eid-ul Adha
* International Quran Recital (Since 1958)
* World Halal Summit
* Malaysia International Halal Showcase (MIHAS)
* Selangor Islamic Festival
* IFTAR@KL 2015 – Ramadhan Festival
* ILM Arts Festival
* Putrajaya International Islamic Arts & Culture Festival
* World Islamic Economic Forum 14
Islamic Festivals And Events in Malaysia
Islamic Tourism Attractions
+ Islamic Arts Museum Malaysia
Ranked No. 1 museum in Malaysia and
No. 10 Museum in Asia by TripAdvisor
(2014)
+ Other attractions:
* Islamic Civilisation Park, Kuala Terengganu
* Morrocan Pavillion, Putrajaya
* Restu Foundation Arts and Garden
Complex, Shah Alam, Selangor
* Halal Support Centre, Kuala Lumpur
* Al-Khawarizmi Astronomy Complex, Melaka
* Inscription Stone, Kuala Terengganu
* Malaysian Homestay
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PROMOTION AND MARKETING
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VISIT MALAYSIA GLOBAL CAMPAIGN
1990 1994 2007 2014 2015
+ Malaysian government have promoted
tourism to the Middle East long before the
September 11 crisis.
+ Tourism Malaysia overseas offices in OIC
countries include Almaty, Brunei, Dhaka, Dubai,
Istanbul, Jakarta, Jeddah, Medan and Tehran
+ Activities:
* Arabian Travel Market - Dubai (Since 1993)
* World Travel Mart - London
* ITB - Berlin
* Middle East sales mission
* TVC / Outdoor advertisements
* Fam trips (Media/Corporate/Agents)
* Online Campaigns
* Joint Campaigns with Airlines
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Promotions / Marketing
PRINT ADS PRINT ADS Print advertising
Outdoor advertising
Online and social media
www.motac.gov.my
www.tourism.gov.my
www.itc.gov.my
RAMADAN
!!
IN MALAYSIA1436H / 2015
RAMADAN RAMADAN LOCAL IMSYAK
BAZAARS BUFFET FESTIVALS IFTAR
© Islamic Tourism Centre. All Rights Reserved. No part of this publication may be r eproduced, stored in a retrieval system or transmitted in any form by any means, electr onic or mechanical, including photocopying, r ecording or otherwise, without written permission of the publisher .!
YOUR ULTIM ATE GUIDE
TO THE BEST RAM ADAN
EXPERIEN CE IN M ALAYSIA
HALAL APP
+ Halal restaurants
and products in Malaysia
Developed by: HDC
MOSQUE TOURS ACHEEN
ST MALAY MOSQUE
+ Acheen Street Mosque
tourism in Penang
Developed by: Penang Islamic Foundation
SOLAT MALAYSIA 2015
+ Accurate solat time in
Malaysia
Developed by: M-Village (MSC)
Halal Tourism Smart Phone Apps
MALAYSIA TRIP PLANNER
+ Official travel app from
Tourism Malaysia
Developed by: Tourism Malaysia
PENANG HISTORICAL
MOSQUES APP
+ Guides to 40 mosques
in Penang
Developed by : INSPIRE and Think City
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Total flight
frequency
2,762 weekly
As of 30 September 2015
Source: Tourism Malaysia & Malaysia Airports Berhad
Flight frequency
from OIC countries
810 weekly
OIC
Connectivity with
Muslim Countries
Avg. occupancy of seats
156,823 weekly
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NICHE SEGMENT
Medical Tourism in Malaysia
+ Malaysia Health Travel Council formed in
2009
+ Halal certified kitchen in hospital food main
kitchen
+ Total healthcare travellers - 882,000 patients
(as of 31 December 2014)
+ Gender preferred physician
+ Halal based medication
+ Arab-speaking guest relation
+ Russian-speaking doctors
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Source : Malaysia Healthcare Travel Council (MHTC)
Education Tourism in Malaysia
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+ Developed by Ministry of Education
+ Malaysia’s political stability, peace,
technological progress and research as
well as the low exchange makes it
conducive for education tourism
+ 20 public universities and 65 private
Universities
+ Total international students:
Public universities – 33,396 students
Private universities – 87,002 students
(as of 31 December 2015)
+ Top 5 international students Bangladesh,
Nigeria, China, Indonesia and Yemen.
+ Overseas Muslim students in universities
studying in Malaysia, majority from OIC
countries
+ Attractive courses including Islamic Banking &
Finance, Islamic Revealed Knowledge &
Human Sciences and Halal Management
Source : Ministry of Education Malaysia
The Malaysia’s Homestay Experience
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+ Community Based Tourism (CBT)
+ 181 villages across Malaysia with
3,653 homes (5,056 rooms)
+ Total foreign participants in
Jan–Sep 2015, 221,062 (+10.8%)
+ Singapore, Japan and China
- Top 3 foreign participants
+ Revenue in Jan-Sep 2015
RM19.87 million (Est. USD4.5 mil)
+ Winner of the UNWTO Ulysses
Award for Innovation in Public
Policy and Governance in 2012
Source : Industry Development Div. , MOTAC
Sports Tourism in Malaysia
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+ Formula 1 Petronas Malaysia Grandprix
+ EurAsia Cup
+ CIMB Classic – PGA Tour
+ Monsoon Cup
+ FIA Formula E
Business Tourism in Malaysia
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+ Malaysia Convention & Exhibition Bureau
(MyCEB) established in 2009
+ Renowned venues for Business Events:
* Putrajaya International Convention Centre
(PICC)
* Kuala Lumpur Convention Centre (KLCC)
* Putra World Trade Centre (PWTC)
* Shah Alam Convention Centre (SACC)
* Borneo Convention Centre Kuching (BCCK)
* SPICE Arena, Penang
+ Business Events hosted by Malaysia:
* World Halal Summit
* Rise of ASEAN: 8th Global Entrepreneurs
Roundtable
* Asia Pacific Tourism Association Annual
Conference
* International Invention, Innovation and
Technology Exhibition (ITEX)
* Oil and Gas Asia (OGA )
* World Islamic Economic Forum (WIEF)
CHALLENGES • Increasing competition from non-Muslim majority
countries (eg; Japan, Singapore, South Korea)
• Global economic slowdown (i.e: devaluation of
currency)
• Tensions between Islamist hard-liners in secular
states and vice versa
• Islamophobia
• Extension of terrorist activities in the region
(i.e.: Southeast Asia)
MODERATION
TOLERANCE & UNDERSTANDING
MUTUAL RESPECT
PROGRESSIVE NATION
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Way forward..
www.itc.gov.my
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Islamic Tourism Centre ITC_MY ITC_MY
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THANK YOU TERIMA KASIH