Malaysia launches world’s first Muslim-friendly spa programme

BERLIN, GERMANY, 5 March 2026 — In a milestone for the global halal tourism industry, Malaysia’s Islamic Tourism Centre (ITC) and the Association of Malaysian Spas (AMSPA) signed a Memorandum of Understanding (MOU) yesterday at ITB Berlin, one of the world’s largest travel trade fairs. The agreement sets the stage for the world’s first structured Muslim-friendly spa and wellness training programme.

Under the agreement, ITC will roll out a dedicated Muslim-Friendly Spa Guideline and Training Programme to 100 AMSPA member spas. The programme includes training modules, capacity-building sessions, and a formal recognition framework.

“This collaboration marks an important milestone in strengthening Malaysia’s halal ecosystem through tourism. Wellness and spa services are part of the whole travel experience. By developing practical guidelines and training programmes, we are not only enhancing service quality but also building industry confidence in serving the Muslim market in a structured and professional manner,” Director-General, Islamic Tourism Centre, Mohammad Faisal Abu Suaib Khan remarked.

The global halal economy is vast, encompassing food and beverages, fashion, finance, cosmetics and, increasingly, tourism. Muslim travellers are one of the fastest-growing segments in international travel, and many are looking for wellness experiences that align with their faith-based values. Until now, spa operators have had little formal guidance on how to cater to this audience.

The new guidelines, developed jointly by ITC, AMSPA, and the Islamic Science University of Malaysia (USIM), are benchmarked against the SMIIC Halal Spa Standards - a set of globally recognised standards adopted at the level of the Organisation of Islamic Cooperation (OIC). They cover areas such as service delivery, privacy arrangements, guest experience, and operational practices, all while remaining commercially viable for the broader market.

The spa programme forms part of ITC’s Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) framework, which also covers hotels and travel businesses. It sits within Malaysia’s larger push to showcase the country during the Visit Malaysia 2026 campaign, championed by the Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, who was present to witness the signing.

Also present at the signing were Malaysia’s Ambassador to Germany, His Excellency Mohamad Razdan Jamil, and Director-General of Tourism Malaysia, Mohd Amirul Rizal Abdul Rahim.

By announcing the initiative at ITB Berlin, Malaysia is sending a clear message to international spa operators and destinations thatMuslim-friendly wellness is no longer a niche consideration, but a mainstream one.

AMSPA President, Selinastein Mohd Rashid welcomed the partnership, describing it as timely and forward-looking.

“We commend the initiative by the Islamic Tourism Centre in advancing the Muslim-Friendly Spa ecosystem. This milestone reflects Malaysia’s strong commitment to positioning our wellness industry as inclusive, trusted, and globally competitive,” she said.

ITC’s Director-General added, “We see strong global interest in serving the Muslim travel market, but many stakeholders are unsure where to begin. ITC’s training and recognition programmes provide a ready and adaptable framework. We see this as a positive step towards raising global standards and trust.”