Malaysia Strengthens Muslim-friendly Tourism Push Ahead of VM2026

MUAR, May 28 (Bernama) — Tourism Malaysia (TM) is aggressively pushing Malaysia's Muslim-friendly tourism (MFT) segment to the forefront of the global stage as part of its promotional strategy for the Visit Malaysia 2026 (VM2026) campaign.

Tourism Malaysia Senior Director Advertising and Digital Division Mohd Akbal Setia said the move reflects Malaysia’s commitment to strengthening its appeal as a preferred destination for Muslim travellers, while showcasing the country’s rich cultural diversity, hospitality and tourism offerings.

“Tourism Malaysia will continue to intensify its promotional efforts by focusing on high-value tourism segments, including Muslim-friendly tourism, cultural and experiential travel, as well as community-based tourism, with strategic support from agencies and industry partners,” he said at the Eid al-Adha Celebration Package Showcase launch ceremony at Homestay Kampung Sarang Buaya here, today.

Mohd Akbal who is also the VM2026 Secretariat Head, said the showcase programme further strengthens Malaysia’s positioning as a leading destination for cultural and experiential tourism via the Familiarisation Trip (Fam Trip) organised in conjunction withthe celebration.

The Fam Trip involves seven travel agents from Singapore as well as five international and local media representatives, as part of ongoing promotional efforts under the VM2026 campaign. 

He said the special festive packages place a heavy emphasis on faith-compliant travel by seamlessly blending spiritual observations with local community-based tourism. 

Visitors can immerse themselves directly in local Islamic customs, participating in traditional qurban (sacrifice) meat-cutting demonstrations (melapah daging) and communal festive cooking (merewang).

“In line with the VM2026 theme of “Surreal Experiences”, the programme underscores Malaysia’s strength in delivering immersive travel experiences rooted in cultural traditions and community living. 

“It introduces a specially curated Eid al-Adha experience, offering visitors the opportunity to engage directly with village life while gaining a deeper appreciation of local customs and values,” he said. 

The initiative also witnesses cooperation with industry partners including Homestay Kampung Sarang Buaya as the host and the Islamic Tourism Centre (ITC) in supporting promotions of culturally immersive and Muslim-friendly tourism experiences to Singaporean visit.

Meanwhile, Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said Malaysia share experiences that allow visitors to connect with our people, culture and traditions. 

“Tourism experiences that are authentic and community-driven like this homestay programme will not only enrich the visitor experience but also create economic impact for local communities,” he said in a statement. 

According to Tourism Malaysia, as at March this year, Malaysian Homestay Experience Programme (PPHM) continues to grow steadily, with more than 250 homestay clusters established across nearly 600 participating villages, supported by over 3,500 registered operators nationwide. 

In the first quarter of 2026, the programme recorded 176,376 visitor arrivals, comprising 160,390 international visitors and 15,986 domestic tourists, generating total receipts of approximately RM12.93 million. 

-- BERNAMA