Islamic Tourism Centre is expanding the international footprint of Malaysia’s Muslim-friendly tourism standards through a strategic collaboration with RusQuality, marking a significant push to position Malaysia as a global reference point for the Muslim travel economy.
The agency under Malaysia’s Ministry of Tourism, Arts and Culture (MOTAC) signed a Memorandum of Mutual Recognition (MOMR) with Russia’s leading halal assurance body during the 17th International Islamic Forum Russia-Islamic World: KazanForum in Tatarstan on May 14. 
The agreement enables both parties to harmonise Muslim-friendly tourism and hospitality standards between Malaysia and Russia, while granting reciprocal rights to use each other’s official tourism assurance logos and branding. The move is expected to improve cross-border recognition of Muslim-friendly services and strengthen traveller confidence in both destinations. 
ITC Director-General Mohammad Faisal Abu Suaib Khan described the collaboration as an important step in extending the reach of Malaysia’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) framework internationally.
“We are honoured to represent Malaysia in this historic collaboration, which further extends the global reach of the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme,” he said. 
The partnership also reflects the growing commercial importance of the global Muslim travel segment, which ITC estimates to be worth about US$235 billion annually. Faisal said aligning standards between Malaysia and Russia would simplify cooperation between tourism operators and create stronger economic spillover opportunities for both countries. 
RusQuality chief Maxim Aleksandrovich Protasov said the partnership underscores Russia’s confidence in Malaysia’s MFAR model as an internationally recognised benchmark for Muslim-friendly tourism.
According to him, harmonising standards would strengthen Russia’s positioning as a Muslim-friendly destination while helping industry players tap into the broader halal economy and Muslim travel market. 
Beyond Muslim travellers, Faisal said demand for Muslim-friendly tourism standards is expected to grow among broader consumer groups due to increasing awareness surrounding safety, cleanliness and family-oriented services. 
During the KazanForum, ITC also engaged with tourism stakeholders and policymakers from multiple countries to explore similar collaborations, signalling Malaysia’s ambition to internationalise its tourism standards framework beyond Southeast Asia. 
Under the MFAR programme, tourism products and services are assessed against standards developed in Malaysia to cater to faith-based traveller requirements. The framework currently covers accommodation, travel operators, as well as spa and wellness services. 
