He holds a Bachelor’s degree in Business and Accountancy, MSc in Marketing, and PhD in destination marketing from University of Malaya. His area of expertise includes destination marketing, Halal tourism, Islamic marketing. He has been a speaker on matters of Halal tourism for many conferences. He is also a reviewer in top ranking journals. His devotion towards Halal tourism and research activities enabled him to publish papers in top ranking journals in different fields, mainly in the area of Halal tourism, CRM and Islamic marketing.