The Matta Muslim Friendly Travel Fair (MFTF 2026) opens at the World Trade Centre Kuala Lumpur from July 4 to July 5, 2026, marking its largest edition to date.
The two-day event features 122 booths from 57 participating organisations across 2,700 square meters, offering exclusive packages tailored to halal dining, prayer facilities and family-friendly destinations.
Visit Malaysia 2026 targets 47 million visitors and RM329 billion in tourism receipts, with Muslim-friendly offerings identified as one of the campaign’s key focus areas and MFTF sits squarely at the heart of that agenda.
The event was officiated by Tourism, Arts and Culture Minister Dato Sri Tiong King Sing, coinciding with Malaysia retaining its top spot on the Global Muslim Travel Index for the 11th consecutive year.
During his speech, Tiong commended the Malaysian Association of Tour and Travel Agents (Matta) for its dedication to Muslim-friendly tourism, highlighting the sector as a vital, lucrative component of global travel and praised Matta’s ongoing efforts to elevate standards and experiences within the specialized market.
“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.
He cited Macao’s expanding ecosystem, including certified halal dining, Muslim-friendly hotels, airport prayer facilities and dedicated travel information for Muslim visitors as proof of rising global competition in Muslim-friendly tourism.
“This shows competition in the Muslim market is becoming stronger. Therefore, Malaysia must ensure that we remain ahead of the competition. We must continue innovating, strengthening industry collaboration and enhance our international promotions,” he said.
Tiong said the government is leveraging the tourism timeline, extending the Visit Malaysia campaign through the end of 2027, to strengthen its global leadership in Muslim-friendly tourism and sustain visitor arrival targets.
“Together, government agencies, industry associations, tourism businesses and communities can ensure that Malaysia remains the preferred destination for Muslim travellers while continue to welcome visitors from every corner of the world,” he added.
Matta president Nigel Wong said in his speech that Muslim-friendly travel is no longer a niche, but a core, highly lucrative force in global tourism.
“Muslim-friendly travel is not a niche anymore. It is one of the fastest-growing segments in global tourism, and Malaysia is its recognised world leader,” he said.
He said Malaysia’s global leadership in Muslim-friendly tourism is a strategic, globally recognized strength, giving local operators an edge. By leveraging the country’s established ecosystem of mosques, halal certification and family-friendly services, Matta members are uniquely positioned to capitalize on the growing global Muslim travel markets.
“That is what MFTF is. That is what trust is. Our commitment to professionalism, accountability and consumer confidence, reminding every Malaysian traveller that when they book with a Matta member, they are booking with a licensed professional they can rely on,” he added.
During the event, Matta signed a Memorandum of Understanding (MoU) with the Islamic Tourism Centre (ITC), formalising a strategic partnership to solidify Malaysia’s global leadership in Muslim-Friendly Tourism and Hospitality (MFTH).
Under the agreement, ITC provides Muslim-Friendly Accreditation and Recognition (MFAR) certification and capacity building, while Matta leverages its vast network of industry players.
At the MFTF press conference after the ceremony, Matta Muslim Friendly Travel Fair deputy chairman Dr Fazil Khan said MFTF provides a practical platform for member agencies to grow their businesses.
“Muslim-friendly travel is not just a trend; it is a sustained, expanding market that our members are well placed to serve. This fair puts them directly in front of the consumers who are actively looking for what they offer,” he said.
ITC director-general Mohammad Faisal Abu Suaib Khan said, ”By onboarding Matta members into the MFAR programme, we will train about 1,000 members over the next two years.
“This, alongside our Muslim-Friendly Tourist Guide programme, mosque tourism and other relevant initiatives will prepare Malaysia to welcome the projected 15 million international Muslim visitor arrivals to Malaysia come 2030,” he said.
The MFTF 2026 features RHB Bank Berhad as the official bank partner, alongside the Macao Government Tourism Office (MGTO) as a key sponsor.
RHB Islamic Bank Berhad managing director Dato’ Adissadikin Ali said in a statement: “This collaboration reflects our commitment to supporting the growth of the halal travel ecosystem while making travel more accessible and seamless for Malaysians.
“Through solutions like the RHB Multi Currency Debit Card/-i, which enables transactions in up to 34 currencies, we aim to provide greater convenience and enhance the overall travel experience.”
MGTO director Maria Helena de Senna Fernandes said MGTO recognizes Muslim travellers as a vital demographic for diversifying international markets.
“Together with our industry stakeholders, MGTO is committed to transforming Macao into a Muslim-friendly destination. Beyond the destination promotion being conducted online and in-person in target markets, MGTO had introduced practical resources like the Halal Travel Guide and conducted specialized service training for our local hospitality sector, so as to ensure we accommodate this growing market,” she said in a statement.
The MFTF 2026 introduces a Buyers’ Contest offering exclusive prizes, like flight tickets, hotel stays and theme park passes, for attendees who spend a minimum of RM100 on holiday packages or services at participating booths.
