Islamic Tourism Centre

What Islamic Tourism Centre does

Islamic Tourism Centre (ITC) is a Malaysian government agency established in 2009 and operating under the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) as a Company Limited By Guarantee. Headquartered in Putrajaya, ITC serves as the national body responsible for developing Malaysia's Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem through standards-setting, certification, training, research, and international partnerships.

ITC's core offerings include the MFAR (Muslim-Friendly Tourism and Hospitality Assurance and Recognition) certification framework for tourism businesses — covering accommodation, travel agencies, and increasingly spa and wellness — with tiered recognition (Platinum, Gold, Silver, Lite). The MFTG (Muslim-Friendly Tourist Guide) training program certifies MOTAC-licensed guides on Islamic tourism concepts, Halal principles, and MS2610 Malaysian standards. Supporting programs include the Mosque Open Day (MOD) initiative for positioning mosques as cultural tourism hubs, the Islamic Tourism Research Grant (ITRG) for academic research, the biennial World Islamic Tourism Conference (WITC), the Umrah Hub Initiative for regional pilgrimage corridors, and the MyMuslimTrip.com consumer-facing discovery platform.

ITC's business model combines certification and licensing fees from MFAR audits, training course fees (e.g., RM350 per MFTG course), international standards licensing and consultancy (Taiwan, Russia), research grant administration, and government appropriations via MOTAC. Go-to-market is delivered through direct field engagement with industry stakeholders, channel partnerships (MATTA with 2,900+ members), state government collaboration (Sarawak), international partner networks (THCD, RusQuality), and event-driven activation across ASEAN Tourism Forum, Halal in Travel Awards, and MATTA Muslim-Friendly Travel Fair.

Name

Islamic Tourism Centre

Legal name

Islamic Tourism Centre

Website

https://itc.gov.my

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Islamic Tourism Centre (ITC) is a Malaysian government agency under MOTAC that sets Muslim-friendly tourism standards and certifies hotels, travel agencies, tour guides, and spas through its MFAR and MFTG programs. It serves tourism businesses and Muslim travelers across Malaysia and exports its frameworks internationally via partnerships with Taiwan, Russia, and ASEAN bodies.

Ownership category

akta.pro rank

Product category

Tourism Standards and Certification

NAICS

Travel Agencies (561510), All Other Travel Arrangement and Reservation Services (561599)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Faith-Based Group Travel (Church/Mosque/Temple) Organizers (THAKAHAH)

Keywords

• Muslim-friendly tourism certification
• Tourist guide training programs
• Halal hospitality standards
• Islamic tourism development
• Tourism quality assurance

Headquarters

HQ city

Putrajaya

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. MFAR Certification and Recognition: Revenue generated from certification fees charged to tourism businesses seeking MFAR recognition. Businesses undergo training, application, audit, and evaluation processes.
2. MFTG Training Programs: Training course fees for Muslim-Friendly Tourist Guide certification. Example: RM350 fee for MFTG 2026 training program in Kuala Lumpur.
3. Islamic Tourism Research Grant Administration: ITC provides funding to researchers conducting Islamic Tourism research. This appears to be a grant disbursement program rather than revenue generation.
4. International Consultancy and Standards Licensing: Revenue from licensing MFAR standards and providing technical support to international destinations. Partnerships with Taiwan (THCD) and Russia (RusQuality) involve capacity building and auditor training.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels13 records

Core offering

Islamic Tourism Centre is a Malaysian government agency under MOTAC that develops, certifies, and promotes Muslim-Friendly Tourism and Hospitality (MFTH) standards. Its core offerings are the MFAR certification program (assessing hotels, travel agencies, and spa/wellness operators against Muslim-friendly criteria with Platinum/Gold/Silver/Lite tiers) and the MFTG training and certification program for MOTAC-licensed tourist guides. Supporting offerings include the Mosque Open Day cultural-tourism initiative, the Islamic Tourism Research Grant, the MyMuslimTrip.com discovery platform, and the biennial World Islamic Tourism Conference.

Product overview

Islamic Tourism Centre (ITC) offers a portfolio of programs and services focused on developing Malaysia's Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem. The core offerings include the MFAR certification program for businesses (hotels, travel agencies, spas), the MFTG training and certification for tourist guides, and the Mosque Open Day community engagement initiative. Supporting infrastructure includes the Islamic Tourism Research Grant for academic research, the Umrah Hub Initiative for regional pilgrimage corridor development, and the World Islamic Tourism Conference for industry thought leadership. These programs are accessible through the MyMuslimTrip.com consumer platform, which lists certified Muslim-friendly tourism providers.

Differentiator

Problem solved

Functional benefit

Products and services

• Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) Certification/recognition program that recognizes tourism businesses fulfilling Muslim-Friendly Tourism and Hospitality guidelines across accommodation, travel agencies, and spa and wellness sectors, providing assurance and confidence for Muslim travelers with Platinum, Gold, Silver, and Lite tiers.
• Muslim-Friendly Tourist Guide (MFTG) Recognition/training program awarded to MOTAC-licensed tourist guides who complete the MFTG course, enhancing their knowledge of religion-based needs and quality of guiding services for Muslim tourists. Covers Islamic Tourism concepts, Halal principles, Muslim tourist expectations, MS2610 Malaysian standards, and itinerary planning.
• Mosque Open Day (MOD) Signature ITC initiative positioning mosques as vibrant community and tourism hubs through monthly events at mosques across Malaysia, featuring guided tours, cultural engagement, and community activities to showcase Islamic culture, heritage, architecture, and moderate Islamic values.
• Islamic Tourism Research Grant (ITRG) Grant program providing funding to researchers from higher institutions in Malaysia conducting research in Islamic Tourism and Muslim-Friendly Tourism, aimed at contributing to policy formulation and development of strategies for sustainable growth of the sector.
• MyMuslimTrip.com Consumer-facing platform showcasing Muslim-friendly tourism listings including MFAR-certified hotels, travel agencies, tourist guides, spa and wellness offerings, and mosque tourism experiences, allowing Muslim travelers to discover and verify Muslim-friendly services in Malaysia.

Quantifiable outcome

• 11 consecutive years as Top Muslim-Friendly Destination (OIC) in Global Muslim Travel Index
• +4 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Malaysian Association of Tour and Travel Agents (MATTA)coreStrategic or Co-development Partner · 4 July 2026MoU signed to expand and strengthen Malaysia's MFTH ecosystem through training, industry engagement, and promotion. Partnership aims to train 1,000 industry professionals over two years and integrate MATTA members into the MFAR programme. MATTA has 2,900+ members.
• Taiwan Halal Certification Development Co., Ltd. (THCD)coreStrategic or Co-development Partner · 9 June 2026MoU signed for THCD to serve as ITC's appointed local partner in Taiwan to administer the MFAR programme. THCD undertakes industry outreach, registration, training coordination, site audits, and promotional activities for Muslim-friendly tourism in Taiwan. ITC provides MFAR competency training, auditor capacity-building, and technical support.
• RusQuality (Roskachestvo)coreStrategic or Co-development Partner · 14 May 2026Memorandum of Mutual Recognition (MoMR) signed at KazanForum in Tatarstan, Russia. Both organizations harmonize Malaysia and Russia's guidelines and standards for Muslim-Friendly tourism and hospitality services. Reciprocal rights to official logos and branding granted.
• Department of Tourism Philippines (Halal Tourism and Muslim Concerns Division)minorStrategic or Co-development Partner · 30 January 2026Discussion at ASEAN Tourism Forum 2026 regarding potential areas of cooperation in MFTH sector. Philippines expressing interest in MFTH standards development.
• ASEAN Tourism Forum / ASEAN Travel Exchange (TRAVEX)minorGTM or Marketing Partner · 5 February 2023ITC participates in ATF and TRAVEX to highlight potential of Muslim tourist market as regional tourism recovery strategy. Platform for sharing MFTH expertise with ASEAN member countries.
• London Halal ExpominorStrategic or Co-development Partner · 3 December 2022MoU signed between London Halal Expo organizer and ITC to continue collaboration. ITC showcased consultancy products and services for strengthening Muslim-friendly offerings.
• Pear AndersonminorStrategic or Co-development Partner · 1 January 2022Strategic partnership for publication of 3rd edition report 'How Online Ready Are NTOs for Muslim Travellers in 2022'. Report analyzes online presence of non-OIC National Tourist Offices.
• Indonesia Halal Tourism AssociationminorStrategic or Co-development PartnerCollaborated with ITC on Muslim-Friendly Tourism development in Indonesia and Malaysia. Sofyan (Chairman) mentioned multiple collaborations with ITC and Indonesia Tourism Ministry.
• Tourism MalaysiacoreGTM or Marketing PartnerNational tourism promotion body supporting ITC's international marketing efforts and participation in events like Halal Expo London.
• Department of Islamic Development Malaysia (JAKIM)coreStrategic or Co-development PartnerGovernment body collaborating with ITC on Muslim-friendly tourism ecosystem development, particularly on Halal certification standards.
• Department of Standards MalaysiacoreStrategic or Co-development PartnerCollaborated on developing national standards for Muslim-friendly tourism including MS2610 Malaysian standards.
• Ministry of Housing and Local Government (KPKT)coreStrategic or Co-development PartnerSupporting national policies, planning frameworks, and quality standards for Muslim-friendly tourism ecosystem.
• Association of Malaysian Spas (AMSPA)coreStrategic or Co-development PartnerCollaboration for first-ever MFAR Spa Competency Training Programme. AMSPA President Selinastein Mohd Rashid supported initiative for Muslim-friendly spa standards.
• Universiti Sains Islam Malaysia (USIM)coreStrategic or Co-development PartnerJoint development of MFAR spa guidelines aligned with OIC spa standards developed by SMIIC. University contributed training content through Dr. Hisham Sabri.
• Tourism Malaysia Moscow OfficeminorGTM or Marketing PartnerDirector Zulkifli Mohamed witnessed MoMR signing between ITC and RusQuality at KazanForum.
• Malaysia AirlinesminorGTM or Marketing PartnerNational flag carrier supported ITC's participation in Halal Expo London 2022.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CrescentRating: CrescentRating is the Singapore-based authority that publishes the Global Muslim Travel Index (GMTI) used to benchmark ITC's Malaysia as top Muslim-friendly destination. Both organizations operate in the Muslim-friendly tourism ratings and intelligence space, with CrescentRating providing the index and ITC providing the certification framework.
• Salam Standard: Salam Standard is a hotel rating and booking platform specifically designed for Muslim travelers, similar in consumer-facing function to ITC's MyMuslimTrip.com. Both operate in the Muslim-friendly travel discovery and certification space, though Salam Standard focuses on private-sector hotel ratings versus ITC's government-led MFAR.
• Halal Development Corporation (HDC) Malaysia: HDC is Malaysia's industry-led agency driving halal ecosystem development under the Ministry of Investment, Trade and Industry. Like ITC, HDC is a Malaysian government-linked body promoting halal standards, with overlapping stakeholder networks in hospitality and tourism certification.

Emerging players

• HalalTrip / Tripfez: HalalTrip is a Muslim-focused travel booking platform and Tripfez offers Muslim-friendly tour packages. Both serve as consumer-facing discovery and booking layers for Muslim travelers, similar to ITC's MyMuslimTrip.com, but operate as private companies rather than government-backed platforms.
• Muslim Pro: Muslim Pro is one of the most-downloaded Muslim lifestyle apps globally, offering prayer times, Qibla, and Halal travel/ restaurant discovery features. While ITC's MyMuslimTrip.com focuses specifically on Muslim-friendly travel listings, Muslim Pro represents a much larger consumer-facing platform reaching 200M+ Muslim users worldwide.

Broad incumbents

• Tourism Malaysia: Tourism Malaysia is the national tourism promotion agency under MOTAC that supports ITC's international marketing and partnerships. Both operate under the same ministry and pursue overlapping goals of promoting Malaysia as a destination, with Tourism Malaysia handling broad promotion while ITC focuses on Muslim-friendly certification.
• Department of Islamic Development Malaysia (JAKIM): JAKIM is the federal authority responsible for Islamic affairs including national halal certification in Malaysia. ITC collaborates with JAKIM on halal tourism ecosystem standards, making JAKIM a broader Malaysian Islamic regulatory peer with overlapping jurisdiction on faith-based tourism requirements.

Others

• Malaysia Tourism Council: Malaysia Tourism Council is an industry body that has recognized ITC with awards and works to advance Malaysia's tourism sector. It represents the broader Malaysian tourism industry ecosystem in which ITC operates as a standards and certification body.
• Standards and Metrology Institute for Islamic Countries (SMIIC): SMIIC is an OIC-aligned intergovernmental body developing standards across Islamic markets including SMIIC halal standards for spa/wellness referenced in ITC's MFAR framework. SMIIC operates at a supranational standards level that ITC's national MFAR program aligns with and could be benchmarked against.

Regional players

• Indonesia Halal Tourism Association: Indonesia Halal Tourism Association is a key regional counterpart developing Muslim-friendly tourism standards in the world's largest Muslim-majority country. It collaborates with ITC on cross-border Muslim tourism development and represents the most credible competing national framework in the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ITC_MY
• YouTubeyoutube.com/user/islamictourismcentre
• Facebookfacebook.com/islamictourismcentre
• Instagraminstagram.com/itc_my
• LinkedInlinkedin.com/company/islamictourismcentre

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Islamic Tourism Centre