Inspiring Muslim travelers: the role of ambassadors in highlighting MFAR

Hamizi, Danial Hazmi and Mohamed Nor, Nurul Athirah and Md Sawari, Siti Salwa (2025) Inspiring Muslim travelers: the role of ambassadors in highlighting MFAR. In: International Muslim-Friendly Tourism Innovation Competition (IMFTIC 2025), 31st January 2025, Online.

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Abstract

This project aims to address the growing need for awareness and recognition of Muslim-friendly tourism and hospitality services by launching a Muslim-Friendly Tourism Ambassador Program. Many consumers and SMEs are unaware of the benefits of catering to Muslim travelers, which leads to missed opportunities and consumer dissatisfaction. To bridge this gap, the program will partner with influential Muslim travelers and industry leaders to act as ambassadors. These ambassadors will share their experiences and insights through virtual tours and live travel diaries, showcasing Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) certified businesses. By providing behind-the-scenes looks at Muslim-friendly destinations, restaurants, and hotels, the program will highlight the features that make these places welcoming, such as halal food options and prayer facilities. The innovative use of social media, especially through influencers, will create engaging content that resonates with both consumers and SMEs. This initiative will not only increase visibility for MFAR-certified businesses but also encourage more SMEs to adopt these standards, ultimately fostering a more informed and confident market of Muslim travelers. The implication of this initiative is to significantly raise awareness about the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) program. By leveraging the influence of key ambassadors, the program will reach a wider audience, educating both consumers and SMEs about the importance of Muslim-friendly services.

Item Type:	Proceeding Paper (Invited Papers)
Uncontrolled Keywords:	Muslim-friendly tourism, social media, influencers, MFAR, SMEs, ambassador program, virtual tours
Subjects:	BPG Islamic geography > BPG80 Islam and tourism. Sustainable tourism BPG Islamic geography > BPG87 Islamic tourism. Halal issues
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Sustainable Tourism and Contemporary Languages
Depositing User:	Dr Siti Salwa Md Sawari
Date Deposited:	08 May 2025 14:41
Last Modified:	08 May 2025 14:41
URI:	http://irep.iium.edu.my/id/eprint/120816

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