The Malaysian Association of Tour and Travel Agents (Matta) has launched the first-ever Matta Muslim-Friendly Travel Fair (MFTF) at the World Trade Centre Kuala Lumpur from Oct 18-19, 2025.
This milestone marked a major step in Matta’s efforts to promote inclusivity and innovation in the travel and tourism sector, spotlighting the rapidly expanding Muslim-friendly travel market.
The event, featuring 115 booths and 54 participating organisations, highlighted family-friendly destinations, offering umrah and Haji packages, halal food and prayer facilities.
The event was officiated on Oct 18 at the World Trade Centre Kuala Lumpur by Tourism, Arts and Culture Ministry’s Islamic Tourism Centre (ITC) acting director-general Nur Alyssa Coraline Yussin.
In her speech, Nur Alyssa said the Matta Muslim-Friendly Travel Fair 2025 will elevate Malaysia’s tourism to new heights, and position Malaysia as the global leader in Muslim-friendly tourism.
“The industry recognises the enormous potential of the Muslim tourist market and is ready to embrace inclusive, ethical, and culturally attuned travel.
“Malaysia has long held a special place in the hearts of travellers from around the world, especially among Muslim tourists who see Malaysia as a welcoming, safe and comfortable destination.”
She continued, “Last year, Malaysia welcomed 5.4 million Muslim tourist arrivals, generating more than RM19.5 billion in spending. And from January to June 2025, we’ve already recorded 3.4 million Muslim arrivals, a very encouraging figure that we expect to surpass last year’s performance.
“Globally, the outlook is bright. By 2030, it is estimated that 245 million Muslims will be travelling the world, spending close to USD235 billion. For those of us who are investing our time, creativity, and energy into this space – the future is indeed promising.”
Nur Alyssa said Prime Minister Datuk Seri Anwar Ibrahim has reaffirmed Malaysia’s strong commitment to this new and emerging segment of tourism and its importance in positioning Malaysia as a global Muslim-friendly destination
“The Prime Minister reminded us that the halal industry is not just about food – it represents a global symbol of trust, grounded in ethics, integrity and faith-based values.
“By aligning our tourism offerings with these principles, Malaysia can strengthen its position as a leader in both the global halal economy and the Muslim travel market,” she said.
She went on to say, “Islamic Tourism is part of the broader Islamic Economy, which also includes halal food, modest fashion, Islamic finance, media and recreation. What makes this sector so special is that while it’s rooted in Islamic principles – cleanliness, well-being, modesty – these are also universal values that everyone can relate to.
“That is why Islamic Tourism is inclusive by nature. Non-Muslim travellers, too, enjoy halal cuisine, modest fashion, respectful hospitality and gender-sensitive services. They find joy in our vibrant Muslim festivals, our cultural diversity, and the architectural beauty of our mosques.”
“The idea to remember is simple: it is “Muslim-friendly, not Muslim-only.”
Matta president Nigel Wong said MFTF 2025 marked a new chapter for Matta in Malaysia’s tourism story.
“This initiative ensures our tourism industry will continue to welcome travellers from all over the world who appreciate Malaysia’s warmth, diversity, and hospitality.”
He said Matta has always believed in creating meaningful platforms for both travellers and the industry players.
“The MFTF was born from that very belief. Our commitment to helping our members tap into new and emerging segments of tourism, the growing global demand for Muslim-friendly and halal travel.
“But this Fair is not just for Muslims. It is for everyone who values trust, quality and inclusivity in their travels.”
Key sponsors and partners which supported MFTF 2025 included RHB Bank Berhad, the Islamic Tourism Centre, Mayoly Pharma and Hwajing Travel & Tours as the official cruise liner.
 at World Trade Centre Kuala Lumpur from Oct 18-19, 2025.){kind=link}