Malaysia has taken another step to reinforce its position as a leader in the global halal ecosystem by expanding the concept of Muslim-friendly tourism into the spa and wellness industry with the launch of the world’s first Muslim-friendly spa programme.
The strategic initiative was formalised through a Memorandum of Understanding (MoU) between the Islamic Tourism Centre (ITC) and the Association of Malaysian Spas (AMSPA) during the international tourism exhibition ITB Berlin held in Berlin, Germany.
The signing ceremony was witnessed by Malaysia’s Minister of Tourism, Arts and Culture, Tiong King Sing, who described the development of Muslim-friendly spa and wellness services as a key national agenda in attracting more international visitors.
The MoU was signed by ITC Director-General Mohammad Faisal Abu Suaib Khan and AMSPA President Selinastein Mohd Rashid.
Also present to witness the ceremony were Malaysia’s Ambassador to Germany Mohamad Razdan Jamil and Tourism Malaysia Director-General Mohd Amirul Rizal Abdul Rahim.
The initiative aligns with Malaysia’s broader strategy to enhance its tourism appeal ahead of the upcoming Visit Malaysia Year campaign.
Under the collaboration, ITC will introduce structured Muslim-Friendly Spa guidelines and training programmes to 100 AMSPA members. The programme will include specialised training modules, capacity-building initiatives and an official recognition framework for participating spa operators.
Industry observers view the initiative as an important milestone in strengthening Malaysia’s halal wellness segment while positioning the country as a reference point for destinations looking to tap into the rapidly expanding Muslim travel market.
The programme is believed to be the first of its kind globally and reflects Malaysia’s ongoing commitment to raising standards within the halal wellness sector.
The Muslim-friendly spa and wellness guidelines were jointly developed by ITC, AMSPA and Universiti Sains Islam Malaysia (USIM), based on the Spa Halal standards established by the Standards and Metrology Institute for Islamic Countries (SMIIC) under the Organisation of Islamic Cooperation (OIC).
These guidelines form part of the broader Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, which also sets standards for tourist accommodation and Muslim-friendly tour operators.
The signing ceremony in Berlin also signals to international spa operators that Muslim-friendly service frameworks are becoming an increasingly important consideration in global tourism development.
Beyond the spa sector, MFAR also provides recognition for other Muslim-friendly tourism products, including accommodation providers and travel operators that meet the needs of Muslim travellers according to standards developed in Malaysia.
With the integration of wellness standards into its Muslim-friendly tourism ecosystem, Malaysia continues to strengthen its reputation not only as a leading travel destination but also as a global reference hub for tourism standards tailored to Muslim travellers.
