WHAT is Islamic tourism? Is it confined to beautiful mosques, ornate Islamic architecture, gender segregation in the use of facilities and halal food? While many regard this as symbolic of Islam, there are other aspects that make up Islamic tourism. The subject was dwelt at length by participants of the inaugural Global Islamic Tourism Conference and Exhibition held from July 30 to Aug 1 at the Putrajaya International Convention Centre.
Themed "Hidden Islamic Wonders", the conference also discussed and addressed issues surrounding the misconception of Islam and the Muslim community worldwide due to negative publicity often given by the Western media.
Presented by the National Tourism Council of Malaysia (NTCM) and supported by Tourism Malaysia, the three-day event incorporated a Media Workshop held in collaboration with the Malaysian Press Institute (MPI), conference and exhibition and a gala dinner for conference participants and invited guests.
Some 25 media representatives participated in the workshop while about 200 people attended the conference during which five papers were presented touching on subjects ranging from media and Islamic tourism and Asean and beyond to the sophistication of global tourism.
The conference ended with a panel discussion on Tourism Fast Forward 2020 - Where Will We Be? The following are some of the points raised during the workshop and the conference.
Defining Islamic Tourism
The conference organisers described it in economic, cultural and religious terms. As an economic concept, it aims at the expansion of tourism within the Muslim world and non-Muslim world, developing new tourist destinations and strengthening institutional and governmental cooperation.
As a cultural concept, it focuses on Islamic topics in the organisation of tourist programmes and presents Islamic heritage sites which Muslim and non-Muslim tourists can visit.
As a conservative concept, it aims at the adjustment of the tourist industries to the fundamental interpretations of Islam, including gender-segregated and alcohol-free venues as well as "Islamically" financed and organised tourism.
MPI chairman, Datuk Chamil Wariya
However you define it, Islamic tourism should be expanded to both Muslim and non-Muslim world. It should be approached in a holistic way to explore new dimensions and angles. It should not be limited to only umrah and haj tours.
Malaysia has the capacity to promote Islamic tourism. If millions come here for the Thaipusam celebration, they can also be enticed to come during other religious festivals.
NTCM president Datuk Mohd Zainal Abidin Abdul Kadir
Malaysia has to look for new horizon of global tourism and play a leading role in promoting Islamic tourism. Muslims are travelling extensively so their needs must be addressed. We must coordinate Islamic efforts and form relevant committee in this respect.
GITC organising chairman, Datuk Ahmad A. Talib
A key proposal made at this conference is to form a World Islamic Tourism Secretariat to serve as the platform to coordinate Islamic tourism efforts and form a link between countries. It is an idea that cannot be implemented without the support and participation of like-minded bodies, associations and NGOs involved in the tourism business in the country and other parts of the world, and they need not come from Islamic countries alone. Let's take baby steps and work towards a body that can truly represent the industry as we look towards breaking the so-called new frontiers.
Islam is a religion of peace and tourism is an activity of peace. It is part of the process of peace building and developing relations between people. The building of peace - whether involving people or the environment - is very much part of Islam.
This fact about Islam and Muslims being peace loving and kind to others of different faiths is often overlooked.
There is a need to level the playing field while enough is enough (about the persecution of Islam). Western countries often make sweeping judgements about a faraway country like Malaysia when a small isolated incident happens, by dishing out travel advisory not based on facts.
As we take the process of building Islamic tourism, we must see it as a process of building peace. Tourism can help address misconceptions of Islam and many people can do this - journalists, tourist guides, etc. There are simple things we can do, such as improve the quality of Press releases, especially those coming from Islamic news agency, develop a community of media in Islamic countries and synergise the different forms of communication from magazines to websites and make it a regular practice to focus on our strengths rather than allow others to hijack on our weaknesses.
London's Business News Television executive producer and director Reza Kalamadeen
Awareness is lacking from Islamic context and point of view. Now, they (news reports) are more on the negative than the positive. Many Islamic countries are reactive rather than proactive. This has to change. Tell about all the good things first and not react only when something bad has happened. Be proactive to get the message across.
Muslims warmly welcome visitors and it is important for non-Muslims to know that we exist and to know, learn and appreciate us.
There are 1.6 million Muslims in the United Kingdom and 16 million Muslims in Europe and it is an enormous market to tap into. It is also a vast market for halal consumer goods. We should be able to reach out to the world and give the correct view that Islam is a religion of peace, tolerance and beauty.
Bernama News Agency editor-in-chief, Yong Soo Heong
More information is needed on the ground on "daily operations" basis to inform the public on Islam and Islamic related products here.
History textbooks tell us that Muslim traders and missionary first landed in Malacca to convert locals to Islam but today there is no trace for visitors to go and see the historic site.
The design of old mosques in Malacca has Chinese influence but there is no clear, readily available information for visitors keen on history and culture to appreciate.
Something could be done to cater for foreign transit passengers at the Kuala Lumpur International Airport on their way to perform haj in Mecca. Tours could be arranged for them to see the mosque in Putrajaya and tell them our history and culture.
We can also tap the lucrative tourism market via food in line with Malaysia aiming to become a halal hub. Muslim tourists can come here without "was was" (any doubt).
Korea Tourism Organisation (Malaysia) managing director Kim Kee Hun
Korea Tourism Organisation has embarked on 10 major tourism promotions this year and one of it emphasised on the Muslim market. The country has made it a priority to meet the needs of Muslim tourists by making the facilities and services in the country friendly to Muslims. The efforts include increasing the number of halal restaurants, building mosques and suraus, producing Muslim travel guidebook and supporting Muslim travel agents.
Tourism Malaysia director general Datuk Mirza Mohammad Taiyab
Let's tell the world the other side of Islam as the negative side has already been told (by the biased media) for "free".
Bad news, you get for free; good news, you got to pay.
We have a crisis management team to respond to this at the appropriate time. Among the steps include organising mega familiarisation tours by inviting international journalists to come and see our country for themselves.
Work is in progress to put together a tourism marketing plan for the Organisation of Islamic Countries until 2010 which is Visit OIC Year.
Among efforts undertaken to promote Malaysia's Islamic tourism include highlighting tourism products and events suitable for the Muslim market segment, continuing with the Malaysia Truly Asia branding as it is very well established worldwide, adopting a destination-focussed approach to appeal to the different markets, developing dual-destination marketing strategy and promoting Muslim tour packages that enhance Malaysia's appeal as an interesting destination for Muslim tourists.
Information Minister Datuk Ahmad Shabery Cheek
Tourism is about people. It's not about the commitments of governments and large corporations. It is really about a way of life. This is important. The people must know the value tourism brings. It is a "crime" to disturb tourists as tourism advocates tolerance and a way of life that must be respected by others.
In the old times, travelling was very much part of the Islamic way of life, for example Arab traders travelled the world not only to trade but also to spread Islam.
Today, we receive many Arab tourists and they come here not just to see our mosques and learn about our history but also to shop and visit places of interest. They view Malaysia as a safe destination and a shopping haven.
Melewar Group Berhad managing director Tunku Iskandar Tunku Abdullah
A total of 1.5 billion or 20 per cent of the world population are Muslims. If we were to target just 1 per cent of the Muslim population, it will be an enormous market (to tap), even for us to visit each other's country. There's much that we could do among Islamic countries. Setting up the Islamic Secretariat is timely. Set it up first so that a lot of things can take off.
