The World Islamic Tourism Conference (WITC) is set to make its grand return to Kuala Lumpur, Malaysia, on 12-13 September 2024. Organised by the Islamic Tourism Centre (ITC), this fourth edition will gather 500 key industry players to explore the theme “Forging Connections.”
Malaysia and ITC continue to lead the charge in expanding Islamic Tourism, a sector that is experiencing rapid growth with the global Muslim population now exceeding 2 billion. WITC 2024 aims to highlight upcoming trends and innovative strategies to penetrate the Muslim-Friendly Tourism and Hospitality (MFTH) sector, focusing on both existing and untapped Muslim geographies.
“Forging Connections” will emphasise the importance of linking destinations to foster mutual understanding, economic collaboration, cultural exchange, innovation, and sustainability. The conference will delve into these themes across four key tracks: Understanding Muslim Tourists, Muslim-Friendly Travel and Community, Growth and Opportunity, and Inclusivity.
These tracks will cover a range of emerging issues in Islamic Tourism, including digitalisation, sustainable practices, cultural and heritage preservation, investment, and community empowerment. Highlights include:
Understanding Muslim Tourists: Examining the backgrounds, motivations, and faith-based needs of Muslim travellers, along with the impact of digital spaces and the rising influence of Muslim women in tourism.
Muslim-Friendly Travel and Community: Exploring the importance of standards and certifications, community engagement, and the benefits of sustainable practices in harmony with Islamic principles, including the role of authentic Halal culinary experiences.
Growth and Opportunity: Discussing Malaysia’s Umrah Hub mission, the promotion of Islamic heritage sites, and inspiring stories from entrepreneurs in the Muslim-friendly tourism sector.
Inclusivity: Analyzing marketing campaigns targeting Muslim consumers in non-Muslim-majority countries, the impact of online Islamic finance platforms, and the growth potential of inclusive financial solutions for Muslim tourists.
ITC Director-General, Nizran Noordin, highlights the significance of WITC, noting that it follows Malaysia’s recognition as the Top Ranking Muslim-Friendly Destination for nine consecutive editions in the Global Muslim Travel Index Report. Nizran invites Malaysians, tourism industry decision-makers, stakeholders, and practitioners to attend and explore the expansive Islamic Tourism sector, valued at USD 225 billion.
The conference is open to various stakeholders, including government officials, national tourism organisations, travel and tour operators, hoteliers, airline companies, web and app developers, and more.
Established in 2009, ITC is dedicated to developing Malaysia’s Islamic Tourism ecosystem by enhancing the MFTH framework. Through initiatives like the Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG), ITC has positioned itself as a trusted leader in the industry.
