Examining the potential for Muslim-friendly International sports tourism events in Malaysia

Abstract

This study investigates the potential of establishing Muslim-friendly international sports tourism events in Malaysia, a country renowned as a premier Muslim-friendly destination with robust tourist infrastructure and expertise in organising global sporting events. Despite these strengths, a notable deficiency persists in the thorough incorporation of Islamic principles within international sports tourism, characterised by policy inconsistencies, insufficient promotion of Muslim-friendly services, and a lack of knowledge among industry stakeholders. This study seeks to identify the essential components of Muslim-friendly sports tourism, examine successful tactics to establish Malaysia as a desirable destination, and assess the possible advantages of such development. A qualitative research methodology was utilised through semi-structured interviews, supplemented by library research then processed using thematic analysis according to Braun and Clarke’s framework. The results indicate that key elements encompass the provision of halal food, prayer facilities, considerations for modest attire, and event management consistent with Islamic principles, while strategic promotion, stakeholder collaboration, and policy standardisation are vital for effective positioning. The research emphasises economic expansion, enriched tourism experiences, and an elevated global reputation as principal results. The implications indicate that policymakers, industry stakeholders, and event organisers must augment knowledge, establish clear norms, and comprehensively incorporate Muslim-friendly practices to bolster Malaysia's competitiveness in the global sports tourism sector.