The Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) is a recognition awarded by Islamic Tourism Centre (ITC) to tourism industry players and businesses that have fulfilled specific Muslim-Friendly Tourism and Hospitality guidelines. This recognition reflects the unwavering commitment of tourism businesses to address the concerns and needs of Muslim tourists, providing them with a sense of assurance and confidence. Recognition is a branding and marketing tool to promote your business to the Muslim tourist market.