Malaysia Hosts 4th World Islamic Tourism Conference, Aiming to Strengthen Position as Leading Islamic Tourism Destination

Kuala Lumpur, Malaysia The 4th World Islamic Tourism Conference (WITC) kicked off today with a media launch event at Sunway Resort Hotel, marking the return of the region’s premier Muslim-Friendly Tourism and Hospitality (MFTH) event. Deputy Minister of Tourism, Arts & Culture, YB Khairul Firdaus Akbar Khan, delivered the welcome remarks, highlighting the significance of the conference in a rapidly growing market.

World Islamic Tourism Conference, first launched by ITC in 2017, will capture the momentum of Islamic Tourism as a global phenomenon, with the surge of Muslim population now exceeding 2 billion worldwide. WITC this year aims to unveil upcoming trends, optimising diverse and innovative strategies to penetrate MFTH sector in existing and promising yet untapped Muslim geographies

“With the Muslim tourist market becoming a strong force in the global tourism and Islamic economy, especially with the Muslim population worldwide reaching 2 billion last year, the demand for Muslim-friendly products and services is also growing,” said YB Khairul Firdaus.

“The organizing of WITC this year is a platform to spark new thinking around questions such as, who is the Muslim traveller, and how could industry players win over the hearts and minds of the Muslim travelers while ensuring conventional tourists or non-Muslim tourists are not left feeling alienated?”

The conference, themed “Forging Connections,” aims to bring together industry leaders, experts, and stakeholders to discuss key issues and trends in Islamic tourism. Discussions will be streamlined into four tracks: Understanding Muslim Tourists; Muslim-friendly Travel and Community; Growth and Opportunity; and Inclusivity.

“Malaysia, having consistently topped the Mastercard-Crescent Rating Global Muslim Travel Index (GMTI) ranking for Muslim-Friendly Destinations (OIC) for nine consecutive reports, is the perfect stage for this conference,” added YB Khairul Firdaus.

“We are also the only destination to pioneer standards and service recognition programmes designed specifically for MFTH services, such as the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) programmes.”

The Deputy Minister emphasized the inclusive nature of Islamic Tourism, stating, “Islamic Tourism is inclusive and is not intended to deny conventional tourists from enjoying the full experience of what a destination has to offer. It simply provides Muslims with MFTH options to make their travel experiences more comfortable and fulfilling.”

This year’s WITC promises a valuable experience centred around the theme

“Forging Connections”, focusing on four key areas: Understanding Muslim Tourists, Muslim-friendly Travel and Community, Growth and Opportunity, and Inclusivity. Participants will gain insights from a lineup of renowned experts, including:

HE Dr Karomidin Gadoev, Ambassador, Embassy of Uzbekistan to Malaysia: Promoting Islamic Heritage as a Driver for Tourism

Myra Paz Valderrosa-Abubakar, Undersecretary, Department of Tourism Philippines: Standards: The Key to Winning Over Muslim Tourists

Mirza Vejzagic, Vice President, Malaysia-Bosnia and Herzegovina Business Council: Islamic Finance and the Economic Opportunities for Muslim-Friendly Travel

Datuk Chandran Rama Muthy, Chief Executive Officer, Batik Air: Inspiring Entrepreneurship

Omar Dacosta Shahid, Chief Executive Officer, Creed & Culture: Bringing the Non-Mainstream, Mainstream: Connecting Across Boundaries

Aligned with the theme “Forging Connections,” the 4th WITC is set to make history with Sunway Resort Hotel partnering up as the main strategic partner for the venue and official hotel. This collaboration underlines the significance of WITC in the global MFTH sector and exemplifies the essence of forging connections by uniting key industry players, strengthening strategic alliances, and driving future growth within Malaysia and beyond, especially as Visit Malaysia 2026 beckons.

Nizran Noordin, Director-General of ITC, confirmed: “WITC serves as a thought leadership conference for sharing insights, converging ideas, and steering the future of sustainable Islamic tourism. This year’s WITC will emphasise the essence of the conference, which is to bridge destinations, cultivate mutual understanding, strengthen economic collaboration, promote cultural exchange and drive innovation and sustainability.”

“Furthermore, the conference aims to garner support for Malaysia’s Umrah Transit Hub initiative, a socioeconomically equitable master plan benefiting Malaysia and all countries involved. This initiative will emphasise Malaysia’s influence as a leading Muslim-friendly destination in the region and its commitment to upholding sustainable tourism practices and enhancing cultural
exchange across borders,” he added.

Forging Connections Through the Four Tracks of WITC

All four tracks will discuss emerging issues within the space of Islamic tourism and the global Muslim tourist market, encompassing digitalization, standards and recognition, sustainable practices, culture and heritage preservation, investment, and community empowerment.

The first track, “Understanding Muslim Tourists,” will highlight the key aspects of the Muslim tourist market, including their backgrounds, motivations, and faith-based needs. Its sessions cover the creation of inclusive digital spaces for Muslims, the potential of second- and third-generation Muslims in non-OIC countries, and the considerable impact of the rising number of Muslim women in the tourism industry workforce.

Following this, the “Muslim-Friendly Travel and Community” track aims to explore the importance of standards and certifications in building trust and confidence in the MFTH ecosystem, which involves the role of community engagement in combating overtourism and underscores the benefits of sustainable practices in harmony with Islamic principles. Additionally, it will address how authentic Halal cuisine can deepen the Muslim-friendly tourism experience.

The third track, “Growth and Opportunity,” will dive into Malaysia’s Umrah Hub mission, potentially boosting local and international tourism through its spillover effects. It will shed light on the promotion of Islamic heritage by the world’s leading destinations as key attractions for both Muslim and non-Muslim tourists. The track also features inspiring stories from entrepreneurs in Muslim-friendly spaces, sharing their journeys to success and revealing the adversities and opportunities they encountered along the way.

The final track, “Inclusivity,” will delve into the intricacies of marketing campaigns targeting Muslim consumers in non-Muslim-majority countries with case studies from a marketing agency on effectively balancing targeted outreach with broader consumer appeal. The segment will also examine the impact of online Islamic finance platforms on the travel industry and identify growth prospects for creating inclusive financial solutions for Muslim tourists.

Who Should attend?

The 4th WITC will take place from September 12 to September 13 at the Sunway Resort Hotel in Kuala Lumpur. The event is expected to attract over 500 participants from across the tourism, hospitality, halal restaurants, transportation, and related industries.

“As the region’s leading conference on Islamic Tourism, WITC promises information-packed dialogues with renowned homegrown and international industry experts. Malaysians, as well as tourism industry decision-makers, stakeholders and practitioners from across the globe, are eager to explore the expansive Islamic Tourism sector and the USD225 billion-worth Muslim tourist market, are welcome to attend,” ITC Director-General Nizran Noordin informed us.

Small and medium enterprises (SMEs), chain businesses, corporate organisations, authorities across ministries and industries, and all interested parties are invited to join the 4th WITC and connect with diverse stakeholders as listed below:

• Government Officials
• National Tourism Organizations
• Travel and Tour Operators
• Travel and Tourism Associations
• Tourism Product Owners
• Tour Guides
• Hoteliers
• Airline Companies
• Homestay Owners
• Web/App Developers on Hospitality and Tourism
• Tourism and Hospitality Entrepreneurs
• Mosque Officials
• Theme Park Operators
• Restaurateurs
• Academicians and Students
• Transportation Providers
• Other Relevant Institutions
• Related NGOs

Register now to take advantage of early bird prices and stay updated by visiting https://witc.gov.my. For the latest updates, be sure to follow ITC on their social media platforms: Instagram at itc_my, Facebook at Islamic Tourism Centre, and LinkedIn at Islamic Tourism Centre. If you have any inquiries, feel free to email the organizer at [email protected].

To encourage participation, ITC is offering an exclusive early bird discount of 50% for registrations before January 31, 2024. With the discount, Malaysians can secure their spot for RM125.00, while international delegates can register for USD50.00. The 4th WITC is also HRD Corp. claimable for all eligible Malaysians.