The move by Malaysia’s Ministry of Tourism, Arts and Culture to position Langkawi Island as a preferred Muslim destination emphasising spiritual tourism and family-friendly experiences has sparked concern among the travel trade, who doubt its benefits for the island.
In a recent parliamentary announcement, deputy minister of tourism, arts and culture of Malaysia, Khairul Firdaus Akbar Khan, explained that the strategy aims to focus on niche sectors, such as the Muslim market, to enable Malaysia to compete with other countries and islands in the region ahead of Visit Malaysia Year 2026.
Rebranding Langkawi, already known for its sun, beach, and ecotourism holidays, may affect its appeal; Payar Island, pictured
However, local trade stakeholders worry that rebranding Langkawi Island might be counterproductive. They note that Langkawi is a UNESCO Global Geopark and a key destination for European, Indian, and Chinese tourists.
Nigel Wong, president of the Malaysian Association of Tour and Travel Agents, highlighted that Langkawi is already well-known for its sun, beach, and ecotourism holidays. He argued that rebranding it as a Muslim destination would alter its current appeal and promotional dynamics.
Shaharuddin M Saaid, executive director of the Malaysian Association of Hotel Owners, questioned the necessity of making Langkawi a preferred Muslim destination when Malaysia is already recognised as such and has consistently won the Global Muslim Travel Index Awards. He pointed out that Langkawi already offers halal food, Muslim prayer facilities, and religious attractions, which are available elsewhere in the country as well. He suggested that for Langkawi to stand out, it would need unique elements not found in other parts of Malaysia.
Arokia Das Anthony, executive director of Essence of Asia Tours & Travel, expressed concerns about potential bans on alcohol and cigarettes following this new direction. He warned that such measures could alienate non-Muslim tourists who visit Langkawi for relaxation and to enjoy its beaches.
The move by Malaysia’s Ministry of Tourism, Arts and Culture to position Langkawi Island as a preferred Muslim destination emphasising spiritual tourism and family-friendly experiences has sparked concern among the travel trade, who doubt its benefits for the island.
In a recent parliamentary announcement, deputy minister of tourism, arts and culture of Malaysia, Khairul Firdaus Akbar Khan, explained that the strategy aims to focus on niche sectors, such as the Muslim market, to enable Malaysia to compete with other countries and islands in the region ahead of Visit Malaysia Year 2026.
However, local trade stakeholders worry that rebranding Langkawi Island might be counterproductive. They note that Langkawi is a UNESCO Global Geopark and a key destination for European, Indian, and Chinese tourists.
Nigel Wong, president of the Malaysian Association of Tour and Travel Agents, highlighted that Langkawi is already well-known for its sun, beach, and ecotourism holidays. He argued that rebranding it as a Muslim destination would alter its current appeal and promotional dynamics.
Shaharuddin M Saaid, executive director of the Malaysian Association of Hotel Owners, questioned the necessity of making Langkawi a preferred Muslim destination when Malaysia is already recognised as such and has consistently won the Global Muslim Travel Index Awards. He pointed out that Langkawi already offers halal food, Muslim prayer facilities, and religious attractions, which are available elsewhere in the country as well. He suggested that for Langkawi to stand out, it would need unique elements not found in other parts of Malaysia.
Arokia Das Anthony, executive director of Essence of Asia Tours & Travel, expressed concerns about potential bans on alcohol and cigarettes following this new direction. He warned that such measures could alienate non-Muslim tourists who visit Langkawi for relaxation and to enjoy its beaches.