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Forging Connections Through The World Islamic Tourism Conference

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The fourth edition of Islamic Tourism Centre’s World Islamic Tourism Conference is set to take place on 12 and 13 September 2024. 

PUTRAJAYA, 3 JULY 2024: Malaysia and Islamic Tourism Centre (ITC) continue to spearhead the trajectory of Islamic Tourism expansion in the region by uniting some 500 key industry players at the 4th World Islamic Tourism Conference (WITC), consistent with its theme, “Forging Connections” on 12 and 13 September 2024 in Kuala Lumpur, Malaysia.  

The fourth instalment of the 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 the Islamic Tourism and Muslim-Friendly Tourism and Hospitality (MFTH) sector in existing and promising yet untapped Muslim geographies. 

“Forging Connections” encapsulates the essence of Islamic Tourism, emphasising the significance of bridging destinations to cultivate mutual understanding, economic collaboration, cultural exchange, innovation and sustainability. These themes will be explored across four tracks: Understanding Muslim Tourists, Muslim-friendly Travel and Community, Growth and Opportunity and Inclusivity. Register your interest at WITC’s official site ( Gain exclusive knowledge from industry leaders, network with stakeholders and stay ahead of the curve in this rapidly growing sector. 

All four tracks will discuss emerging issues within the space of Islamic Tourism and the global Muslim tourist market encompassing digitalisation, 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, 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 combatting overtourism and underscores the benefits of sustainable practices in harmony with Islamic principles. Additionally, it will address how authentic Halal culinary 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 world’s leading destinations as key attractions for both Muslim and non-Muslim tourists. The track also features inspiring stories from entrepreneurs in the Muslim-friendly spaces, sharing their journeys to success, revealing their 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 in creating inclusive financial solutions for Muslim tourists. 

Who Should attend?

ITC Director-General, Nizran Noordin informed: “The 4th WITC takes place not long after Malaysia was crowned the Top Ranking Muslim-Friendly Destination for nine editions in succession in the Global Muslim Travel Index Report issued by Mastercard and CrescentRating back in May.” 

“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 eager to explore the expansive Islamic Tourism sector and the USD225 billion-worth Muslim tourist market, are welcomed to attend,” invites Nizran. 

Small and medium enterprises (SMEs), chain businesses, corporate organisations, authorities across ministries and industries, and all interested parties are invited to join us and connect with diverse stakeholdersas listed:

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