ITM 2025 Campaign: Features Variety Of Muslim-Friendly Tourism And Hospitality Products

By NORHAYATI MOHD AKHIR

PUTRAJAYA, Sept 24 (Bernama) – The Islamic Tourism Month (ITM) 2025, which runs from August 18 to September 30, is back to celebrate the diversity of Muslim-friendly tourism and hospitality in Malaysia through a nationwide digital promotion campaign.

Datuk Shaharuddin Abu Sohot, Secretary-General of the Ministry of Tourism, Arts and Culture (MOTAC), said ITM is a key initiative by the Islamic Tourism Centre (ITC) that has been fully implemented online since 2022. It brings together a variety of tourism products, immersive experiences, and services from 165 industry partners across the country.

"ITM is different from physical events or expos; the digital approach allows ITM to reach a wider audience without geographical limitations and opens up new market opportunities for industry players," he said in a special interview with Bernama here recently.

Since its inception three years ago, he said ITM has generated over RM5 million in sales revenue with the participation of more than 300 local small and medium enterprises (SMEs).

Shaharuddin said the 43-day campaign also aims to strengthen Malaysia's position as the world's number one Muslim-friendly tourism destination, while empowering Micro, Small, and Medium Enterprises (MSMEs) which are the backbone of the national economy.

Sharing the main attractions of ITM, he said a TikTok Challenge is also being held this year, now in its third edition.

Shaharuddin said the challenge was introduced to reach out to the youth, who are the most active social media users, thus bringing them closer to Muslim-friendly products and tourist destinations.

According to him, through the TikTok platform, the message of Islamic tourism is delivered in a fresh, interactive way that suits the lifestyle of young people.

"This challenge not only fosters the creativity of young people in producing positive content but also gives them the opportunity to become mini-ambassadors in promoting Malaysia as an attractive and inclusive Islamic tourism destination," he said.

He added that prizes worth over RM50,000, including a tourism package to Xi'an, China, as well as the unique experience of the world's first Islamic cruise, await the winners of the challenge.

More information about ITM and the TikTok Challenge can be found at www.itm.itc.gov.my.

--BERNAMA