Berlin: The Islamic Tourism Centre (ITC) and the Association of Malaysian Spas (AMSPA) have signed a memorandum of understanding (MoU) to expand Malaysia's influence in the global halal ecosystem by targeting the spa and wellness sector.
According to BERNAMA News Agency, the MoU was signed at the Internationale Tourismus-B¶rse Berlin (ITB) in Germany. The collaboration involves ITC introducing a structured Muslim-Friendly Spa Guideline and Training Programme for 100 AMSPA members, which will include dedicated training modules, capacity-building programmes, and a formal recognition framework.
The initiative, led by Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing, aims to showcase authentic Malaysian spa and wellness services to attract more tourists as part of the Visit Malaysia 2026 campaign. It also highlights Malaysia's aim to set standards in the halal wellness segment and to serve as a benchmark for destinations targeting the expanding Muslim travel market.
The MoU was signed by ITC director-general Mohammad Faisal Abu Suaib Khan and AMSPA president Selinastein Mohd Rashid, with Minister Tiong witnessing the event. Also present were Malaysia's Ambassador to Germany, His Excellency Mohamad Razdan Jamil, and Tourism Malaysia DG Mohd Amirul Rizal Abdul Rahim.
The guidelines for the programme were developed collaboratively by ITC, AMSPA, and Universiti Sains Islam Malaysia (USIM), based on the Standards and Metrology Institute for the Islamic Countries (SMIIC) Halal Spa Standards, which have been adopted at the Organisation of Islamic Cooperation (OIC) level.
This initiative is a part of ITC's Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) programme, which includes guidelines for Muslim-Friendly tourist accommodations and travel businesses. The spa and wellness sector is a significant part of the broader halal economy, which includes Islamic finance, halal food and beverages, modest fashion, pharmaceuticals, cosmetics, and tourism.
By providing structured guidelines and training specifically for spa operators, ITC aims to direct the industry on service delivery, operational considerations, privacy standards, and guest experience enhancements that cater to Muslim travellers, while also being inclusive and commercially viable for the wider market.
Mohammad Faisal emphasized that the collaboration is a crucial step in reinforcing Malaysia's halal ecosystem through tourism. He noted that wellness and spa services are integral to the travel experience and that developing practical guidelines and training will enhance service quality and build industry confidence in serving the Muslim market.
He further explained that tourism acts as an integrator within the halal economy, involving accommodation, retail, food services, financial services, and wellness offerings, and that cohesive management of these components enhances the overall tourism experience.
Selinastein expressed enthusiasm for the partnership, describing it as timely and forward-thinking. She praised ITC's efforts in advancing the Muslim-Friendly Spa ecosystem, stating that the collaboration reflects Malaysia's commitment to positioning its wellness industry as inclusive, trusted, and competitive globally.