KUALA LUMPUR, 4 JULY 2026 – The Malaysian Association of Tour and Travel Agents (MATTA) today officially opens the 2nd edition of the MATTA Muslim Friendly Travel Fair (MFTF 2026) at the World Trade Centre Kuala Lumpur (WTC KL), marking its largest and most impactful edition to date.
The opening, graced by YB Dato Sri Tiong King Sing, Minister of Tourism, Arts and Culture Malaysia (MOTAC), arrives at a pivotal moment for the global halal travel industry. Most recently, Malaysia has retained the top spot on the Global Muslim Travel Index (GMTI) 2026 for the 11th consecutive year, receiving a score of 83, four points above last year’s rating, a testament to the nation’s world-class halal tourism ecosystem and the dedication of its industry players.
Muslim-friendly travel is a mainstream and rapidly growing global market. Modern Muslim travellers increasingly seek experiences that combine convenience, luxury, and cultural authenticity. The expectations of today’s Muslim travellers have become more sophisticated, and the opportunity for operators who meet them has never been greater.
Package travel leads demand among Muslim travellers, as fixed routes help families manage halal meals and religious needs, while domestic and regional travel accounts for over half of halal tourism demand in 2026.
For members, MFTF represents a direct and powerful channel to reach this growing consumer base and to showcase products built specifically around their needs.
Visit Malaysia 2026 targets 47 million visitors and RM329 billion in tourism receipts, with Muslim-friendly offerings identified as one of the campaign's key focus areas and MFTF sits squarely at the heart of that agenda.
Spread across 2,700 square metres of exhibition space in one expansive hall, MFTF 2026 features 122 booths from 57 participating organisations marking it as the Association’s most comprehensive dedicated marketplace for Muslim-friendly travel products, services, and experiences. The Fair brings the full breadth of the Muslim-friendly travel ecosystem under one roof, over one weekend.
“MFTF was built for our members and everything we do here is in service of giving them a real, practical platform to grow their businesses. Muslim-friendly travel is not just a trend; it is a sustained, expanding market that our members are well placed to serve. This Fair puts them directly in front of the consumers who are actively looking for what they offer,” said Dr. Fazil Khan, Deputy Chairman of the MATTA Muslim Friendly Travel Fair.
In an exciting addition to this year’s edition, MFTF 2026 introduces a Buyers’ Contest designed to reward visitors who engage actively with exhibitors and make bookings at the Fair. By spending a minimum of RM100, the contest adds an extra layer of excitement to the Fair floor, encouraging visitors to explore the full range of Muslim-friendly travel options on offer and make the most of exclusive Fair deals.
MFTF 2026 is made possible through the support of its partners & sponsors:
Islamic Tourism Centre (ITC) – Strategic Partner
In a significant milestone for Malaysia’s Muslim-friendly travel industry, MATTA and the Islamic Tourism Centre (ITC) formalised their partnership through the signing of a Memorandum of Understanding (MoU) at the MFTF 2026 Opening Ceremony today, commemorating a new chapter in the collaboration between the nation’s largest Association and the government agency mandated to champion Muslim-friendly tourism in Malaysia.
Adding to the excitement, Dr. Fazil states “MATTA and ITC have always shared the same direction. This MoU makes it official. Growing the Muslim-friendly travel market takes more than goodwill. It takes structure, accountability, and partnerships that are built to last. We are proud to have found that in ITC, and we look forward to what this means for our members and for the industry as a whole”.
“The needs of Muslim travellers are changing, as they now seek beyond basic halal requirements toward meaningful experiences, products, services and facilities. ITC commends MATTA for the successful return of the Muslim-Friendly Travel Fair (MFTF), providing the perfect platform to connect our industry with the public and maintain Malaysia’s position as a pioneer in this sector.
“This collaboration establishes a strategic partnership between ITC, as the driving force behind the Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem, and key industry associations, such as MATTA. Our goal is to scale Muslim-friendly tourism as an inclusive segment that delivers universal value to travellers and stakeholders. Under this framework, ITC provides the standards and capacity building, while MATTA brings an extensive network of industry players.
By onboarding MATTA members into the MFAR programme, we will train about 1,000 members over the next two years. This, alongside our Muslim-Friendly Tourist Guide programme, mosque tourism and other relevant initiatives will prepare Malaysia to welcome the projected 15 million international Muslim visitor arrivals to Malaysia come 2030,” said Mohammad Faisal Abu Suaib Khan, Director-General, ITC.
RHB Bank Berhad – Official Bank Partner
“RHB Bank is proud to partner with MATTA as the Official Bank for the Muslim Friendly Travel Fair 2026, a key platform advancing Malaysia’s Muslim-friendly tourism offerings. This collaboration reflects our commitment to supporting the growth of the halal travel ecosystem while making travel more accessible and seamless for Malaysians. Through solutions like the RHB Multi Currency Debit Card/-i, which enables transactions in up to 34 currencies, we aim to provide greater convenience and enhance the overall travel experience. We look forward to supporting visitors with exclusive offers and value-added banking solutions as they plan their journeys,” said Dato’ Adissadikin Ali, Managing Director of RHB Islamic Bank Berhad
Macao Government Tourism Office (MGTO) – Sponsor
“Muslim travellers represent an essential segment for Macao as we actively work to diversify our visitor source markets. Together with our industry stakeholders, MGTO is committed to transforming Macao into a Muslim-friendly destination. Beyond the destination promotion being conducted online and in-person in target markets, MGTO had introduced practical resources like the Halal Travel Guide and conducted specialized service training for our local hospitality sector, so as to ensure we accommodate this growing market.
Returning to the MATTA Muslim Friendly Travel Fair for a second year provides us a platform to showcase these initiatives and demonstrate Macao’s readiness to welcome Muslim visitors from around the world.” said Maria Helena de Senna Fernandes, Director of MGTO.
MFTF is open to the public from 10 am to 9 pm on Saturday and Sunday, 4 - 5 July 2026. Visitors are encouraged to use public transport to reduce carbon emissions and support sustainable travel. On-site parking will also be available.
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