Korea Institute of Halal Industry (KIHI) has launched the Muslim Friendly Hospitality Rating project, which evaluates the level of Muslim-friendly services of domestic tourism businesses such as tourist hotels. To this end, KIHI held a launch ceremony on July 9, 2024, at the Pilwon Conference Room in the Center Point Building in Gwanghwamun, Seoul, inviting key figures from domestic and foreign relevant organizations.

▲ Dr. Noh Jangsuh presents the outline of Korean Muslim Friendly Award System Project  © salamkorea.net

At the launch ceremony, Professor Noriah Ramli of the International Islamic University School of Law, who participated in the establishment of Malaysian Muslim-friendly hospitality service standards, gave a special lecture titled “The Role of Standards for the Development of Muslim-Friendly Tourism.”

Next, Noh Jangsuh, director of KIHI, introduced the outline of a Korean-style Muslim-friendly tourism rating project called “KOMFAS(Korean Muslim Friendly Award System).”

Subsequently, Hj. Saifol Bahli, an advisor to KIHI and a renowned halal educator in Malaysia, was appointed as the Chairman of the Award Rating Committee.

▲ KIHI's Director Dr. Noh Jangsuh gives Haji Saifol Bahli the letter of appointment as Chairman of the rating committee.  © salamkorea.net

According to Director Noh Jangsuh, KOMFAS, a Korean Muslim-friendly tourism rating project, establishes own standard by referring to Malaysia's Muslim-friendly hospitality service standard (MS2610:2015) and the Organization of Islamic Cooperation's halal tourism standard (OIC/SMIIC9:2019). 

When a tourism business applies for a rating evaluation, two evaluators who have completed professional training perform an on-site evaluation, and based on the results of this on-site evaluation, the Award Rating  Committee determines one of Platinum, Gold, Silver, and Bronze ratings. Finally, KIHI awards a rating certificate to the applying tourism business.

▲ Rating Award Process by KOMFAS     © salamkorea.net

According to the State of the Global Islamic Economy Report 2023-2024, the world's Muslim population is 2.0 billion. Global Muslim tourism expenditure recorded $133 billion (approximately KRW 184 trillion) in 2022 and is expected to reach $174 billion (approximately KRW 240 trillion) in 2027. Compared to this huge Muslim tourism market, the number of Muslims visiting Korea is very small. In 2023, only about 350,000 foreign Muslims will visit Korea.

Dr. Noh Jangsuh said, “In order to increase the inflow of Muslim tourists, who are a big player in the global tourism market, there is a need to quickly expand domestic Muslim-friendly tourism services, which are at a very poor level compared to Japan, Singapore, and Thailand.” He also emphasized, “By utilizing KIHI’s Muslim-friendly tourism rating project, domestic tourism businesses will be able to significantly expand their customer base and sales.”

▲ Photo taken by all attendees at the KOMFAS launch ceremony  © salamkorea.net