KUALA LUMPUR: The second edition of the Malaysian Association of Tour and Travel Agents (MATTA) Muslim Friendly Travel Fair (MFTF 2026) opened yesterday at the World Trade Centre Kuala Lumpur in what organisers described as the largest iteration of the event to date.
The event comes as Malaysia retained its top ranking on the Global Muslim Travel Index (GMTI) 2026 for the 11th consecutive year. The country scored 83, which is four points higher than last year, underscoring the strengthened halal tourism ecosystem.
Spread across 2,700 square metres in a single hall, MFTF 2026 features 122 booths from 57 exhibitors. It serves as a dedicated marketplace for Muslim-friendly travel products, services and experiences.
Visit Malaysia 2026 targets 47 million visitors and RM329bil in tourism receipts. Muslim-friendly offerings have been identified as one of the campaign's key focus areas, with MFTF sitting squarely at the heart of that agenda.
The opening ceremony was officiated by Tourism, Arts and Culture Ministry Minister Datuk Seri Tiong King Sing. He pointed out that competition in Muslim‑friendly travel is rising as more non‑Muslim countries invest in halal services.
"The growth of this market is reflected by the increasing number of non‑Muslim‑majority countries actively investing in Muslim‑friendly tourism.
"Many countries recognise the potential of Muslim travellers and are taking steps to attract this market," he said, citing observations from a recent visit to Macao during the Asia Pacific Economic Cooperation (APEC) meeting.
He added that Macao had expanded halal dining options, Muslim‑friendly accommodation, prayer facilities at airports and dedicated travel information for Muslim visitors. He stressed that this shows competition in the Muslim market is becoming stronger and Malaysia must ensure it remains ahead.
He urged continued innovation and industry collaboration by strengthening partnerships and enhancing international promotions.
Pointing to the comprehensive tourism ecosystem of Malaysia, Tiong said efforts to promote quality, convenience, cleanliness and family‑friendly services will make Muslim‑friendly tourism inclusive for all.
"With strong support of industry partners like MATTA, we can further strengthen Malaysia's position and become the preferred destination for Muslim‑friendly travel," he added.
MATTA Muslim Friendly Travel Fair deputy chairman Dr Fazil Khan said Muslim-friendly travel was a sustained, expanding market that members were well placed to serve.
"MFTF was built for our members and everything we do here is in service of giving them a real, practical platform to grow their businesses. This Fair puts them directly in front of the consumers who are actively looking for what they offer," he said.
During the opening ceremony, MATTA signed a Memorandum of Understanding (MoU) with the Islamic Tourism Centre (ITC), formalising a strategic partnership to scale the Muslim-friendly tourism sector of Malaysia.
The agreement, witnessed by Tiong, was inked by ITC director-general Mohammad Faisal Abu Suaib Khan and MATTA president Nigel Wong during the opening of the MFTF 2026.
Under the agreement, ITC will provide standards and capacity-building initiatives while MATTA brings industry networks to onboard members into the Muslim-Friendly Accreditation and Recognition (MFAR) programme.
ITC aims to equip tourism industry practitioners with the right resources to make Muslim-friendly facilities and services accessible to everyone stepping foot on Malaysian shores.
Mohammad Faisal said through this joint effort, they plan to train 1,000 industry professionals over the next couple of years, with the first session happening on July 27 and 28 for an estimated 50 MATTA members.
"Ultimately, our goal is to develop a single point of reference for the global Muslim population with a comprehensive database of Muslim-friendly hotels, travel agencies, tourist guides, spa and wellness offerings, and other products and services," he said.
Mohammad Faisal also highlighted the potential of the global Muslim market and projected that Muslim arrivals could reach 15 million by 2030.
Key partners for MFTF 2026 include RHB Bank Berhad as Official Bank Partner and the Macao Government Tourism Office (MGTO) as a sponsor.
MGTO director Maria Helena de Senna Fernandes said Muslim travellers are an important segment as Macao diversifies source markets.
The office had launched resources such as a Halal Travel Guide and conducted specialised service training for the local hospitality sector to ensure it accommodates the growing market.
The fair, which runs over the weekend, also introduced a Buyers' Contest to encourage on-the-spot bookings and engagement. Visitors who spend a minimum of RM100 at participating booths qualify for prizes.
MFTF 2026 is open from 10am to 9pm (July 4 to 5). For updates, visitors can follow @matta_mftf on Instagram, X and TikTok, and the official Facebook page of MATTA.
