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 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.
By announcing the initiative at ITB Berlin, Malaysia is sending a clear message to international spa operators and destinations that Muslim-friendly wellness is no longer a niche consideration, but a mainstream one.
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.
Global halal economy is growing rapidly
“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.
ITC 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.”
With the global Muslim population reaching two billion, ITC says the demand for high-end, culturally sensitive wellness is “exploding”. They added that the guidelines “are a masterclass in privacy, modesty and personal comfort – trends that are currently dominating the slow travel and wellness movements”.
Developed in Malaysia, the framework is an adaptable model for international 5-star spa operators looking to capture the “modest traveller” segment, ITC says.
The new guidelines 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 also covers hotels and travel businesses. It sits within Malaysia’s larger push to showcase the country during the Visit Malaysia 2026 campaign.
