Islamic Tourism Month (ITM) 2025 returns for its fourth and most exciting edition yet, inviting Malaysians and global travellers to embark on a journey of rediscovery through the rich lens of Muslim-Friendly Tourism and Hospitality (MFTH).
Organised by the Islamic Tourism Centre (ITC), ITM 2025 kicked off today, 18th August, and will run until 30th September.
The event showcases the beauty, diversity, and warmth of Malaysia as a leading Muslim-friendly destination.
This year's campaign unfolds across eight categories; Mosque Open Day, Accommodation, Travel Packages, Spa, Wellness and Healthcare, Food and Beverages, Events and Exhibitions, Shopping and Retail, and Tourism Products and Theme Parks.
By doing so, it serves as a nationwide celebration filled with inclusive and meaningful experiences tailored for locals and international visitors; families, solo travelers, entrepreneurs, and enthusiasts alike.
A time of discovery
ITM 2025 unfolds with a promise of uncompromising discovery experience as Malaysia continues to shine in Muslim-friendly tourism, once again securing the top spot in the Global Muslim Travel Index (GMTI) 2025, marking a decade of consecutive recognition as the world's preferred destination.
This achievement goes beyond rankings as it is built on a foundation of accessible prayer facilities, inclusive travel experiences, widespread availability of halal food, and progressive tourism policies.
At the heart of ITM 2025 is its signature programme Mosque Open Day wherein selected mosques across the country will welcome the public for guided tours, exhibitions, and community-driven activities.
Designed to promote understanding, inclusivity, and cultural exchange, this initiative offers a unique opportunity to appreciate the spiritual, historical, and social significance of mosques in Malaysia's everyday life.
An opportunity to work together
In light of the event, ITC invites players across Malaysia's tourism and hospitality sectors to join the movement as official ITM 2025 partners.
From branding exposure and market engagement to economic opportunity, businesses will benefit from access to ITC's promotional platforms, visibility among a high-value travel segment, and alignment with Malaysia's broader Visit Malaysia 2026 (VM2026) tourism objectives.
According to ITC’s acting director-general Nur Alyssa Coraline Yussin: "The seeds planted in 2022 have blossomed into an event that reflects Malaysia's warmth, diversity and hospitality. We invite businesses to be part of this growing movement. By aligning with ITM 2025, partners gain access to a strong branding platform, a rapidly expanding Muslim tourist market and the chance to support Malaysia's journey toward VM 2026".
Yussin added that, as the Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem continues to expand, ITM offers a timely opportunity to showcase products and services that are inclusive, values-driven and culturally relevant, all while driving real business impact.
Since its inception, ITM has attracted over 300 participating organisations, contributing more than RM5 million in accumulated value to the national tourism landscape.
Their collective efforts have helped elevate Malaysia's MFTH offerings while solidifying its position as a sustainable, values-driven tourism hub.
