LETTERS: Malaysia, as a predominantly Muslim country, has leveraged its cultural and religious heritage to establish itself as a premier halal tourism destination.
From Kuala Lumpur's towering skyscrapers to Langkawi's pristine beaches, the country seamlessly blends modernity with tradition, providing a perfect backdrop for travellers seeking comfort and adherence to Islamic values.
Malaysia's approach goes beyond providing halal-certified food and prayer facilities.
The government, alongside the private sector, has invested heavily in infrastructure, education, and marketing strategies to create a comprehensive halal tourism ecosystem.
First, Malaysia is renowned for its stringent halal certification process, managed by the Department of Islamic Development Malaysia (Jakim) which has become an international benchmark, boosting Malaysia's credibility as a halal tourism hub.
Second, hotels are increasingly offering halal-certified kitchens, prayer facilities, and gender-segregated recreational areas. Airlines offer halal in-flight meals and services, ensuring a seamless travel experience.
Third, our rich history and Islamic architecture draw millions of tourists annually. Iconic landmarks such as the Sultan Salahuddin Abdul Aziz Mosque and Putra Mosque provide immersive cultural and spiritual experiences.
Fourth, Malaysia regularly hosts halal expos, travel fairs, and Islamic cultural festivals to promote its offerings and attract international Muslim tourists like the Malaysia International Halal Showcase (Mihas).
But, there are still challenges. Critics argue that the halal tourism approach narrows market appeal, potentially alienating non-Muslim travellers who may misconstrue the concept as exclusionary.
To counter this, we actively promoted halal tourism as a lifestyle choice rather than a religious obligation. For instance, halal-certified food is increasingly marketed as wholesome and hygienic, appealing to health-conscious travellers.
Similarly, cultural sites and experiences are presented as inclusive, allowing non-Muslim visitors to appreciate them without feeling out of place.
Another challenge lies in maintaining the delicate balance between modernisation and cultural preservation.
As Malaysia develops its tourism infrastructure, there is a risk of over-commercialisation, which could dilute the authenticity of traditional practices and cultural experiences.
Our approach has served as a blueprint for other countries looking to tap into the Muslim travel market. Indonesia, Turkiye, and the United Arab Emirates are now emulating Malaysia's strategies.
Beyond the economic benefits, halal tourism fosters cross-cultural understanding and global unity by creating spaces that respect Islamic values while welcoming people from diverse backgrounds.
As halal tourism gains momentum globally, Malaysia's expertise and best practices are likely to shape the industry's future.
Many halal principles, such as environmental stewardship and social responsibility, resonate with the broader goals of sustainability with halal-certified hotels adopting eco-friendly practices, such as waste reduction and energy efficiency.
Looking ahead, technology will play a pivotal role. Apps and platforms that provide halal travel guides, prayer time reminders, and restaurant locators are becoming essential tools for Muslim travellers.
Several local startups have been developing innovative solutions to enhance the halal travel experience.
The rise of millennial and Gen Z Muslim travellers, who prioritise authentic and personalised experiences, presents new opportunities for the industry.
Tailored experiences, such as halal culinary tours, Islamic history trails, and wellness retreats, are expected to drive future growth.
This is more than an economic strategy. By integrating Islamic principles into its tourism offerings, Malaysia has not only carved out a unique identity but also set a global standard for ethical tourism.
Malaysia has proven that halal tourism is not just a niche market but a global movement — and one that is here to stay.
* DR AZIAN MUHAMAD ADZMI, Senior Lecturer, School of Multimedia Technology and Communication, Universiti Utara Malaysia
* DR NURUL WAHIDAH MAHMUD ZUHUDI, Programme Director, School of Media and Communication, Taylor's University
* DR NOOR HANAN JAAFAR, Senior Lecturer, School of Media and Communication, Taylor's University
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times